The marketing industry is becoming more daily as technological development advances and new forms of experience and communication emerge. In fact, today each sector has its own marketing strategies with particular characteristics and developed around its own needs.
Now more than ever, the tourism sector needs the tools provided by marketing to cope with the changes in the pattern of habits shown by tourists in recent years. Tourism is no longer seen as an activity aimed at a few people but has managed to diversify to suit all possible pockets, making it a highly competitive sector. In this sense, tourism marketing emerges as a tool for building and promoting Morocco; improving the traveler’s experience and connecting him at all levels with the place he visits.
Do you know everything there is to know about tourism marketing? If the answer is no, you’re in the right place. Let’s try to explore some of the most relevant ideas around tourism marketing such as its framework and industry trends.
Tourism marketing is a set of marketing tools developed around the tourism sector and the services it offers, such as destinations, hotels, gastronomy and leisure. Similarly, tourism marketing consists of designing tourism products adapted to a market segment, taking into account its needs and expectations so that the destination and its activity are profitable.
There are several reasons why a tourism company should use a marketing strategy in its development, but the most important ones are
- Identify the target audience
Tourism marketing is a continuous cycle of feedback in which the tools we use allow us to identify our target audience and from there develop products and services that increasingly meet their expectations. Similarly, a good tourism marketing strategy allows us to quickly identify changes in the tourist’s consumption pattern and immediately adjust our products to that change.
- Attracting new customers and building loyalty
Once the target audience has been identified with strategies linked to Revenue Management, it is necessary to attract new tourists to our company and most importantly, to build loyalty. Because this last point is the most important, time must be invested in building marketing campaigns that build loyalty to old customers while attracting new leads.
- Understanding the tourist’s itinerary
The process through which a tourist decides to purchase a tourism service is very different from that of other consumers, since in this case it is not a material object, but an experience. Through tourism marketing it is possible to understand this process in depth in order to develop strategies that can accompany the tourist in each of the steps of the decision making process about the trip. These are some of them:
- Adjusting the most effective tactics
Tourism marketing campaigns are going to generate a lot of data and information; a correct analysis and interpretation of it allows to choose and use only those marketing strategies and tools that are effective for the business. In this way you can have more confidence in the connection we make with the tourist and in the effective use of resources.
- Standing out from the competition and gaining notoriety
The product or service offered by a company must be unique, competitive and stand out from the competition. To achieve notoriety and to make a business known, tourism marketing tools and strategies are used to facilitate communication with consumers, both new and recurrent, and to build loyalty. Video is a great way to stand out from your competitors, with the trend of the drone video, you can have an incredible video.
The traveller and tourism marketing
The tourist’s journey is completely different from that of any other consumer, mainly because in their case it is not only a matter of acquiring material goods but also of enjoying the country, accommodation or moments of leisure and enjoyment. In short, it is about sharing and enjoying unique experiences for each person. For this reason, tourism marketing has advanced in recent years to cover the following phases of the process:
Before the trip:
During this period the tourist dreams about the trip, plans it and makes the corresponding arrangements (reservations). Nowadays, these three processes are mostly carried out online, where the traveller researches everything he/she needs about the destination : Morocco (flights, accommodation and activities) remotely. Thanks to this phenomenon, tourism companies that follow marketing strategies can use online platforms to advertise and disseminate information about their services. After all, it is at this point that the tourist decides whether or not to book a product before the trip.
During the trip:
During the trip the tourist consumes and generates information, mainly through the use of smart phones. As the trip progresses, the user consults information related mainly to the recreational activities he or she is doing, such as schedules of attractions, location of markets, price information, transportation, among others. At the same time, it generates real time content (taking photos, videos and other multimedia content) and shares them through digital platforms such as blogs and social networks.
After the trip:
When the trip is over, the tourist carries out three processes that are fundamental for tourism companies: he shares his experience of the trip (impressions, feelings and other emotions) and, in addition, he values and recommends the service through online platforms.
As we can see, each of these phases is closely related to the strategies offered by tourism marketing, since they are all part of a continuous feedback flow in which the tourism company and the tourist build each other up.
Tourism marketing strategies
Process automation, data analytics, CMS and artificial intelligence have come a long way in building predictive processes and developing customized digital marketing strategies. The trend is to get to know the traveler as much as possible in order to develop customized and tailor-made proposals. In this sense, marketing initiatives in tourism such as mailings, social media or CRM are gaining points.
Social Media Marketing
Social media is the ideal platform to reach potential customers because it is where tourists share with others their experiences about a particular destination. Similarly, when discovering a new destination, many travelers look to social media for the experiences shared by other travelers, so tourism companies should have a strong presence in social media, mainly in the networks, and use user-generated content to their advantage.
E-mail marketing campaigns are still useful in tourism, mainly to maintain continuous contact with customers, both old and new, thus promoting long-term ties and helping to build brand loyalty.
Tools for managing the relationship with the consumer
CRM, for its acronym in English for Customer Relationship Management, is a set of tools that allow to store, organize and maintain the databases that tourism companies carry about travelers. From this information, companies can create segmented and personalized marketing campaigns, saving time and resources, and making them more efficient.
The full scope of what marketing in tourism means goes far beyond the limits of this article, although this is a very good starting point. Through the multiple tools that tourism marketing offers, it is possible to develop new tourist destinations and services; moreover, it is possible to accompany tourists in each of the stages of their itinerary and optimize their experience. In this way, the industry and the tourist participate in an eternal cycle of mutual nourishment where tourism marketing works as an ideal tool for communication management