We’ve reached the end of our Pandemic Marketing Series, where our CEO, Anthony Rawlins, takes a weekly deep dive into how the market has shifted post-pandemic. He discusses how travel and tourism businesses can adapt their strategy to suit these changes, and what they can do to stay ahead of the game in the age of uncertainty and beyond.
Here’s an overview of the topics covered in the series.
Part 1: Riding the Rollercoaster
Part 1 looks at the continued uncertainty in the sector, and how this period of disquietude can actually be used to travel and tourism brand’s advantage. Companies should be encouraged to ‘ride the rollercoaster’, allowing them to be better predictors of the future of the industry.
Part 2 explores why seasonal marketing has become a millstone around the neck of our industry, and how - with a change in mindset and a bit of creativity - we can flatten the peaks and troughs that prevent travel and tourism businesses from continuing success during the colder months.
In Part 3, we encourage businesses to ‘embrace the change’. With the pandemic turning the industry on its head, consumers now expect more from the brands they choose. These changes represent a huge opportunity for travel and tourism businesses to rethink and reshape the way they do things.
Part 4 investigates the importance of marketing your brand as a ‘destination’, no matter how small. Rather than simply marketing your attraction, hotel, restaurant, more and more businesses are now broadening the remit of what visitors can do when they come to them, creating a unique experience.
And finally, Part 5 offers five critical lessons for travel and tourism businesses to take into the new age of marketing. From prioritising user experience and knowing where best to put your investment in a world where news soon becomes outdated, to focusing on the right metrics, the concluding part of the series gives insight into the future of tourism marketing.