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Game Over - Tourism marketing needs a fresh start

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Old certainties are no longer valid. Customer profiles, market segments and topics must be rethought, because your customers have changed after a year of Corona. To be able to react, new and accurate data is a must as planning cycles have become significantly shorter and more volatile.

The use of modern BI software is essential in order to analyze large amounts of data. neusta TravelTrend uses the data from Midoco, Amadeus, Google Analytics and Facebook Analytics to create detailed decision-making bases so that you can act proactively at any time.

  • Which people are currently interested in what your destination has to offer?
  • What topics are your potential guests interested in?
  • To what extent are your potential guests still congruent with the target group profiles from the pre-Corona period?
  • Which additional target group potentials can be tapped with which topics?
  • Who are the current competitors?
  • How is the success of your communication measures, e.g., regarding booking inquiries or bookings?
  • How and where are trips booked?

The post-Corona era has begun

Many travelers have internalized that their vacation depends on short-term changing conditions they cannot influence. To master this uncertainty, travelers pursue different strategies. Tourism marketing must face this changed behavior and cope with following challenges:

  1. Long live plan B
    People have learned to have a plan B or C in uncertain times. This strategy has now also found its way into vacation planning. In the inspiration and information phase, several target areas are included equally in the relevant set to react flexibly to changing conditions.
    → Tourism marketing must go beyond the arousing of desires and ensure the decisive differentiation against its competitors at any time.
     
  2. Last minute first
    Many travelers evaluate the travel conditions of a destination shortly before the start of their holiday and then book according to their personal preferences (e.g., risk of restriction in the destination area or on return, flight prices, availability of accommodation, etc.).
    → Tourism marketing should ensure a positive presence for the destination at the point of decision. It must be visible at the right time.
     
  3. Rebooking is easy
    In order to give customers security and to make them to book as early as possible, many tour operators and airlines now offer extensive cancellation and rebooking options. More and more people internalize that booking a vacation doesn't have to be a final decision.
    → In the future, tourism marketing must ensure that guests adhere to their decision. Because the cancellation or rebooking is always just a click away.
     
  4. Summer, sun, Germany
    In the past, sun & sea destinations had an easy position compared to Germany. Flight shame, safer conditions in view of Corona and warmer summers caused by climate change make German destinations to serious competitors for medium and long-haul destinations. Many German destinations - equipped with additional budgets for restart campaigns - target guests who would traditionally go abroad.
    → The promise of a sun-guarantee is no longer enough. Tourism marketing must find new, more individual arguments in order to convince travelers in the future.

Marketing is facing new challenges. Answers can only be provided by a solid and up-to-date database. neusta TravelTrend provides the answers, starting at € 2,000, for four individual quarterly reports.

Contact us now.

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