Tourism marketing: technologies and trends dominating the industry

8 October 2020

Traditionally, marketing in the tourism industry has been a challenge. Learn some of the top tourism marketing trends dominating travel and hospitality.

Kompass International

By Kompass International

8 October 2020

Tourism marketing has taken a massive hit due to current events. Though Millennials travel more than previous generations, it’s challenging to stay on-trend in hospitality marketing.

Getting ahead in the challenging tourism industry requires staying informed of the best ways to promote your company abroad. You need the attention of possible partners for successful B2B connections.

Learn more about the top travel trends 2020 has in store for you and your marketing campaign.

Marketing for hospitality: travel trends 2020

Tourism trends for this year have been all over the place. Millennials have capitalized on cheap airline expenses. Peak travel seasons have changed.

With these unforeseen changes, it’s important to follow current trends, despite the unpredictable. Below are a few trends to focus on for your current tourism marketing campaign.

Overtourism

Exclusive and unique experiences are in-demand. Overtourism stems from too many tourists hitting a particular location at peak-season. Attractions and accommodations are flooded, leaving tourists feeling overcrowded.

Capitalize on this by incentivizing off-season visits with lower pricing and exclusive experiences. Coordinating with local property owners (i.e., Airbnb), tour guides, and other local businesses to attract off-season tourism. Treat overtourism as less a challenge and more an opportunity for cultivating B2B connections.

Group tours

When your marketing strategy emphasizes personal adventures and one-of-a-kind experiences, you’re selling exclusivity. You can make your business even more exclusive by securing B2B connections with local businesses. Local companies often have insight into unique tour ideas you can sell.

Group tours are changing, too. Consumers are as interested in walking tours as they are in themed bus tours themed. Whether it’s historical, artistic, or haunted, tourism trends now cater to personal interest.

Tools you can use in hospitality digital marketing

Marketing for hospitality is always a challenge, no matter the state of global events. Be sure to consider these elements when adapting your tourism marketing strategies to stay on-trend. Using the most up-to-date marketing strategy will catch potential partners’ attention.

Mobile marketing

With the majority of users booking their vacations through mobile devices, you need to capitalize on this. If you don’t have a mobile app, get one.

Once you have an app, invest in its usability. A clunky interface will push consumers to other platforms and competing businesses.

Consider advertising on local channels with geotargeting, even if you operate on a larger scale. This increases your visibility online for consumers and potential partners.

Moment marketing

Livestreaming an event is a gateway to real-time or moment marketing when customers actually visit destinations. Cross-channel strategies across multiple devices, upsell products for repeat business.

Contextual marketing

Don’t be afraid to discuss global events in your tourism marketing. Customers want transparency and to know what your company is doing for their safety. You can demonstrate your support of local businesses by sharing the solutions your partnerships create.

Marketing in hospitality can benefit from honestly acknowledging how a business has been effected. In B2B connections, you’ll boost credibility and trust, too.

Interactive marketing

Including interactive or dynamic content on your website is an excellent tactic to enhance online experiences. Tourism marketing involves creating experiences for customers that invite action. Ideally, that action is a booking and return to you and your partnered businesses.

The best interactive marketing uses retargeting, which encourages direct bookings. Paid search ads and on-screen prompts from one platform to another are based on user behavior. Features like these help cater to the current generation’s interest in personalization while increasing prospecting opportunities for you and your B2B partnerships.

The current generation

Millennials demonstrate brand loyalty and trust earned media far more than paid media. They prefer personalization over every other type of tourism marketing.

You can use social network data and automated emails to generate customized experiences for bookings. These custom experiences can be used to gather useful data to share with business partners on consumer purchase patterns.

The voice search feature is trendy for accessibility. Including long-tail keywords increases quality traffic and more direct bookings. A contest or giveaway helps with growing subscriber lists, which you can use to generate interest in you and partner companies’ organizations.

Companies to consider for tourism marketing needs

When looking for possible B2B connections to enhance your tourism marketing strategy, you need a quick reference list. Below are some of the top companies for your consideration.

  1. Expedia Group
  2. Booking Holdings
  3. American Express Global Business Travel
  4. BCD Travel
  5. CWT
  6. Flight Center Travel Group
  7. Travel Leaders Group
  8. American Express Travel
  9. Direct Travel
  10. Corporate Travel Management

Many of these companies have secure national and global connections for you to make the most of your marketing campaign.

Considerations for tourism marketing strategies

There are limitations to every hospitality marketing. Intent data only goes so far. Too many overestimate the value of this when digital marketing for hospitality.

You need to keep customization and relativity in mind for any data from B2B interactions. Pick keywords that target your audience. Better targeting equals higher chances of prospective bookings and more revenue opportunities for you and your partners.

Precision is critical when analyzing data. Screen out engagements outside your buyer persona. Grow scores to trigger conversions (e.g., bookings) at every stage of the process.

Make sure the data you collect is compatible. Holistic engagement with first and third-party intent data hones your approach to consumer data. Use this data to sell and optimize prospecting opportunities socially.

Where to stay updated on current tourism marketing trends

Kompass Solutions is here with the latest information in tourism marketing. We offer the knowledge you need to connect with other businesses. Increase bookings and grow your business, no matter the state of global events.

Check out our site for more information today on social selling, ROI, data, and all your hospitality marketing needs.

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