Special Features of Tourism Marketing

Naughty, yet safe.

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That's what the best tourism marketing messages make people feel.

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Tourism marketing isn't just about selling destinations. It has to be an assertive, strategically weaved tapestry of irresistible offers, compelling narratives and more than a hint of opportunism. Getting people to pay you to quite literally make their dreams become a reality takes a thorough understanding of the major power dynamics of tourism marketing.

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Harness these, and your campaigns will be unstoppable:

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• Making the bucket list seem attainable
• The importance of instant assurance
• Showcase ownership in advertising
• Capitalizing on life events for sales
• FOMO on steroids
• Use geopolitical distinctions between countries as an advantage
• Capitalizing on problems affecting other tourist destinations

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Let's expand on these.

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Making the bucket list seem attainable

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Gone are the days when travel was solely about ticking off destinations from a bucket list. Modern tourism marketing understands the allure of dream destinations while also emphasizing the attainability of these experiences. It's about showing travelers that their dream vacation isn't just a fantasy—it's within reach. It's about painting a vivid picture of exotic locales while also showcasing the accessibility and feasibility of experiencing the.

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By striking this delicate balance, marketers transform aspirational desires into tangible realities.

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Here are three examples:

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> Antarctic expeditions with flexible payment plans

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Imagine marketing an Antarctic expedition—an ultimate bucket list destination. Instead of presenting it as an exclusive, unattainable dream, the marketing strategy could emphasize flexible payment plans or financing options.

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By breaking down the cost into manageable instalments, the journey becomes more feasible for a wider range of travelers, transforming an extravagant dream into a tangible goal.

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> Customizable Kenyan safaris

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Safari adventures in Africa are often associated with luxury and exclusivity, making them seem out of reach for many travelers. However, a savvy tourism marketing approach could highlight customizable packages that cater to different budgets and preferences.

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Whether it's opting for tented camps instead of luxury lodges or choosing shorter itineraries, presenting a range of options allows travelers to tailor their experience to suit their budget and comfort level while still fulfilling their safari dreams.

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> Cultural immersion homestays

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Experiencing the vibrant cultures of destinations like Japan or Peru is high on many travelers' bucket lists. However, the perceived cost and complexity of such trips can deter potential visitors. A tourism marketing strategy could focus on promoting cultural immersion trips that include stays in local homestays or guesthouses.

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Not only does this make the experience more affordable, but it also offers travelers a deeper connection to the destination and its people, fulfilling their bucket list desires in a meaningful and attainable way.

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The importance of instant assurance

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In a world inundated with choices, travelers crave assurance that they're making the right decision. Tourism marketing must provide this assurance swiftly and convincingly. Whether through glowing reviews, captivating imagery, or enticing offers, instilling confidence in the decision to book is paramount.

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Let's run through three examples:

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> Real-time testimonials

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Utilizing real-time customer testimonials and reviews on booking platforms or social media can provide immediate reassurance to potential travelers. By showcasing positive experiences and feedback from recent guests, tourism marketers offer tangible evidence of the quality and satisfaction associated with booking a particular destination or experience.

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> VR hotel walk-throughs

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Immersive technologies like virtual reality (VR) tours or interactive content allow travelers to experience destinations and accommodations firsthand, even before making a booking. By providing realistic and engaging experiences, tourism marketing efforts can instill confidence in the decision-making process by giving travelers a preview of what to expect, reducing uncertainty and increasing trust.

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> Instant confirmations & extremely obvious policies

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Offering instant booking confirmation and transparent policies regarding cancellations, refunds, and safety measures can provide travelers with immediate assurance that they're making a good decision. By prioritizing convenience and clarity in the booking process, tourism marketers demonstrate their commitment to customer satisfaction and peace of mind, encouraging travelers to book with confidence.

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Showcase ownership in advertising

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Behind every great travel experience lies the unique personality of its owner or founder. Savvy tourism marketers understand this, leveraging storytelling to infuse properties with character and charm. Whether it's a boutique hotel, a cozy B&B, or an adventurous tour company, showcasing the personality behind the brand creates an emotional connection with travelers, transforming a stay into an unforgettable journey.

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Imagine a boutique eco-resort nestled in the heart of a lush rainforest, offering travelers a secluded sanctuary to reconnect with nature. The founder, Dr. Maya Patel, a renowned conservation biologist, is not just the owner but also the driving force behind the resort's mission to protect and preserve the surrounding environment.

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In the resort's marketing materials, Dr. Patel's story takes center stage. Through captivating videos, blog posts, and social media profiles, travelers are introduced to her journey—from her childhood spent exploring the rainforest to her groundbreaking research on local wildlife conservation.

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Dr. Patel's passion for sustainability and eco-conscious living permeates every aspect of the resort, from its solar-powered infrastructure to its farm-to-table dining experiences. Guests are invited to join guided nature walks led by Dr. Patel herself, where they learn about the importance of biodiversity and the resort's efforts to support local communities.

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By showcasing Dr. Patel's personality and dedication to environmental stewardship, the resort's marketing not only connects with travelers on a personal level but also instills a sense of trust and authenticity. Guests feel confident that their stay not only fulfills their desire for a luxurious escape but also aligns with their values of sustainability and responsible tourism.

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Capitalizing on major life events for sales

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Travel isn't just about visiting places; it's about creating memories that last a lifetime. Smart marketers tap into this emotional resonance by aligning travel experiences with significant life events. Whether it's a honeymoon, anniversary, or milestone birthday, positioning travel as the ultimate gift or celebration amplifies its appeal, making it an integral part of life's most cherished moments.

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Two ideas to consider as examples:

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> One-last family adventure after graduation

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An adventure tourism company could promote family-friendly expeditions to iconic destinations such as the Grand Canyon or Machu Picchu. These trips might feature guided hikes, cultural excursions, and hands-on activities suitable for travelers of all ages.

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By emphasizing the educational and bonding opportunities inherent in travel, the marketing campaign encourages families to celebrate graduations with unforgettable adventures that strengthen their connections and create lasting memories.

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> Connect luxury to non-typical anniversaries

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A boutique hotel in Tuscany could market exclusive anniversary packages designed to pamper and indulge couples celebrating milestones in their relationship, like ten years after their first.....intimate moment......or one partner's new job. These packages might include private wine tastings, gourmet dinners prepared by renowned chefs, and chauffeured tours of the region's picturesque vineyards and medieval villages.

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By offering a blend of relaxation, romance, and cultural immersion, the marketing campaign positions the hotel as the ultimate destination for couples seeking to commemorate their anniversaries in style, however personal or weird they might be.

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FOMO on steroids

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In today's hyper-connected world, FOMO isn't just a phenomenon; it's a marketing strategy to create the irresistible urgency to book with you. Tourism marketers capitalize on this fear by crafting compelling narratives, exclusive offers, and limited-time deals that evoke a sense of urgency.

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From flash sales to last-minute discounts, the fear of missing out drives travelers to seize the opportunity and book their dream getaway before it's too late. Try this on as an example.

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> VIP Music Festival Experiences

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A tourism company specializing in music festivals could offer VIP packages for highly anticipated events such as Coachella or Tomorrowland. These packages might include backstage access, meet-and-greets with artists, private viewing areas, and luxurious accommodations.

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Through targeted marketing campaigns on social media and email newsletters, the company could create buzz around these exclusive experiences, generating FOMO among music lovers who don't want to miss out on the chance to attend the festival in style.

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Unwavering Commitment: Limited Room for Second Thoughts

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Once the decision to book is made, effective tourism marketing minimizes the possibility of second-guessing. Through seamless booking processes, transparent policies, and compelling incentives, travelers are propelled forward, unable to resist the allure of what lies ahead.

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Here are two methods that are common, yet hugely effective:

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> Non-refundable, highly desirable early booking incentives

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A luxury safari lodge in Kenya could offer non-refundable early bird discounts for guests who book their stays several months in advance. By providing a significant discount in exchange for a commitment to the reservation, the lodge minimizes the likelihood of guests canceling or changing their plans.

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This marketing strategy encourages travelers to make firm decisions and take advantage of the savings, knowing that once they've booked, there's no turning back.

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> Super limited time bonus offers

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A cruise line could launch a marketing campaign promoting limited-time bonus offers for passengers who book their voyages within a specific timeframe. These bonuses might include complimentary onboard credits, cabin upgrades, or exclusive shore excursions.

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By creating a sense of urgency and highlighting the value of the bonuses, the cruise line incentivizes travelers to make their bookings promptly. Once the bonuses expire, travelers may feel compelled to proceed with their reservations, knowing that they'll miss out on valuable perks if they delay or reconsider.

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Use geopolitical distinctions between countries as an advantage

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Understanding the unique preferences and behaviors of different nationalities is key to successful tourism marketing. By tailoring experiences, messaging, and services to specific cultural nuances, marketers create a sense of belonging that resonates deeply with travelers. Whether it's offering language support, adapting cuisine choices, or incorporating cultural activities, catering to specific nationalities enhances the overall travel experience, making it feel like a home away from home.

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For example, if the country your property is in doesn't require visas from a certain travel market, that is an absolutely prime opportunity to sweeten the pot for travellers in that country. Highlight this in your ad copy, remind them in drip emails, and tailor the messaging of promotions around this.

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The great thing is that unlike selling products online, you don't have to pay for the shipping (in this case it's the airfare). Instead of dissuading groups from purchasing ("we don't ship to the UK"), the opposite becomes true ("you should visit because UK citizens don't need a visa").

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Capitalizing on problems affecting other tourist destinations

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To preface, we don't mean relishing in the misfortune of others. Rather, this means using opportunities to acquire last minute bookings from travellers who have had their plans upended by security, geopolitical and natural disasters.

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In an era of uncertainty, stability is a precious commodity. While other destinations grapple with geopolitical turmoil, natural disasters, or health crises, savvy tourism marketers seize the opportunity to showcase their destination's resilience and reliability. By emphasizing safety, security, and continuity, they position their destination as a haven amidst chaos, drawing travelers seeking peace of mind and stability.

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Consider the scenario where a popular tourist destination, let's call it "Sunset Island," is facing a sudden outbreak of civil unrest, leading to safety concerns among travelers. As a competing tourist destination, let's say "Tranquil Haven Retreat" in a neighboring country, you can capitalize on this situation by positioning yourself as a safe haven while demonstrating agility in your marketing strategies.

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Initially, you launch a marketing campaign highlighting the peace, security, and stability of Tranquil Haven Retreat compared to the turmoil in Sunset Island. Your messaging emphasizes the serene natural beauty, friendly locals, and robust security measures in place to ensure travelers' safety.

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As the situation unfolds in Sunset Island and evolves rapidly, you demonstrate agility by swiftly adjusting your marketing strategies to align with the changing landscape. For instance:

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By demonstrating agility in your marketing strategies and positioning Tranquil Haven Retreat as a safe haven amidst uncertainty, you not only attract travelers seeking refuge from troubled destinations but also build trust and loyalty among your target audience. This proactive approach not only safeguards your brand reputation but also positions Tranquil Haven Retreat as a reliable and resilient choice for travelers seeking peace and tranquility.

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The best tourism marketing is a symphony of empathy, nudges, compelling narratives and opportunism.

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By mastering the art of balancing aspirations with attainability, instilling instant assurance, showcasing personality, and capitalizing on cultural nuances and destination stability, marketers create experiences that transcend mere vacations—they create memories that make your tourism company tons of money.

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But if you don't recognize or use these? Then no amount of money will save you. Even if you're Expedia.