Transcript Marketing

Integrating business skills into
ecotourism operations:
Tourism Marketing
June 2012
Kirsten Focken
Agenda
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Tourism Marketing Overview
- Tourism system/destinations
- Marketing Strategy
Target Marketing / Segmentation
Distribution Channels
Branding
Marketing Tools
Marketing
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Marketing is a activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
Tourism Marketing is a continuous, sequential
process through which management in the
hospitality and travel industry plans, researches,
implements, controls, and evaluates activities
designed to satisfy both customers’ needs
and wants and their own organization’s
objectives.
Destination Marketing
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Destination Marketing is the management
process through which the National Tourist
Organization and/or tourist enterprises
identify their selected tourists, communicate
with them to influence their wishes, needs,
motivations, likes and dislikes, on local,
regional, national and international levels,
and to formulate and adapt their tourist
products accordingly in view of achieving
optimal tourist satisfaction thereby fulfilling
their objectives.
Marketing
How to put it together?
Marketing
Needs, wants
and demand
Markets
Exchange,
transaction,
relationship
Products
Value,
satisfaction,
quality
What is Tourism Marketing
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Product
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Develop key attributes (e.g.
nature, culture, people,
adventure,...)
Quality of Services (accomodation,
restaurants, transport...)
Place
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Sell directly to the identified target
markets
Through Intermediairies or other
service providers
What is Tourism Marketing
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Promotion
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Price
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Develop tools to communicate the product to
the target markets
Competitive Pricing for packages, tours and
single products (hotels, transportation,
entrance...)
People
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Develop capacity and knowledge
The Tourism System
DESTINATION
SUPPORT
SERVICES
SECTOR
TOURIST
GENERATING
REGIONS
= DEMAND SIDE
International
Tourists
TRANSIT
REGION
COMMUNITY
DESTINATION
= SUPPLY SIDE
FRONT LINE
SECTOR
Domestic Tourists
BIO-PHYSICAL
ENVIRONMENT
GOVERNMENT
Destination - Markets
Destinations Europe
NTO
Travelers
Internet
Attractions
Airlines
Transport
Other: restaurants,
Handicraft, souvenirs
Hotels
Travel
Agencies
Inbound
TO
Outbound
TO
Outbound
TO
Inbound
TO
Travel
Agencies
Other: restaurants,
Handicraft, souvenirs
Hotels
Airlines
Internet
Transport
Attractions
NTO
Travelers
Destinations Asia
Why a Marketing Strategy
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Achieve the overall vision for
tourism development:
 sustainable growth
 income generation
Develop a long term consistent
image of the destination/company
on international travel markets
Understanding strengths and
weaknesses
Focus investments and
developments
Why a Marketing Strategy
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Assure that all stakeholders work
in the same direction
Assign responsibilities
Develop Action plan – Roadmap
Marketing strategy is about
making choices
 deciding doing the right things
Overview Marketing
Strategy + Plan
Tourism Market
Tourism Product
Arrivals, Origin, type of tourists…
Assets, Attractions, Hotels…
Analysis
Trends / Competitive Position / SWOT Analysis
Define overall guiding marketing strategy and strategic objectives
Product
Promotion
Public – Private - Jointly
Price
Place /
Distribution
Primarily private sector activities
Strategy
Plan
Writing a Marketing
Strategy + Plan
Example Laos
“ Tourism is like an
iceberg. It is easy to
describe the part that
stands out from the
water but very hard to
be precise about exactly
what lies beneath.”
Market Analysis
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Where is my product / service / destination
situated?
What type of visitors
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Regional, Domestic, Long haul, Short haul
What is the perception of tourists
What is the travel behavior
Define the market potential and connect to
other destinations
Select business partner and other
stakeholder
Develop products across provinces, regions,
countries etc.
Target Marketing
Why having Target markets ?
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Target the markets with the highest benfits
Limited marketing budget
Limited capacity to receive tourists
Some people like your destination more than
other
Some people spend more money than other
Some people stay longer than other
No market is attracted if the destination tries
to be all things to all people
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You should be in control and decide
who the future tourists are
Target Market Segments
Group of people that are defined according
to selected attributes
 Define groups on the basis of attributes:
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Where they come from
Age, gender, etc
What they like to do
Identify what is important to your customers
and rank these
Define what is important to your destination
Identify primary/secondary markets
Marketing Channels
Direct Marketing to consumers
Advertisement campaigns (print or online)
 Printed material (brochure, email)
 Tourism trade shows for public
 Press + Media
 Internet: get listed on
special websites
(e.g. sustainable travel,
adventure travel, UNESCO)
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Business to Business
Marketing
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Trade shows / Exhibitions
Direct contact: letter, email, visit
Brochure, leaflet, quotations
Trade Media (tourism publications)
Associations (PATA etc)
Internet: member of trade groups and
networks
The Travel Industry
Inbound Tour Operators
Member
organization
Outbound Tour Operators
- Specialized
- Major
Travel agency
What is a brand?
What is a Brand?
NOT:
Core essence / characteristics
 Holistic sum of all information about a
product or group of products
 Set of values
 DNA – runs through all
communication
 Brands create value by generating
demand and securing future earnings
for the business
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Logo
Slogan
Campaign
Brochure
Design
Product
Live the Brand
 Perform attitudes and behaviors that are
compatible with the brand promise
 Develop consistent communication to be
memorized, classified and recognized by
tourists, tourism trade and partners.
 The main elements:
 Logo, colors, images and pictures
 Key messages (core values, brand
statement, slogan…)
 Adapt to target market
Marketing tools
Press and media
relations
Ensures growing
awareness
Publications /
Brochures
Website / Internet
Marketing
Increase awareness
and inform tourists
Contains key messages,
words, images
Information centre
Informs tourists
where to go
• Flyer, Brochure
• Map
• Calendar of festivals
• Special interest (adventure,
culture, biodiversity, …)
Fairs + Exhibitions
Create and strengthen
awareness in the tourism
businesses
Promotional Program
Press
Relations
Advertisement
Identify
Target
Audience
Define
Objectives
for
Promotion
Evaluate
options
and
budget
Establish
Marketing
Mix =
Marketing
Tools
Events
Publications
Information
Centre
Internet
Publications
All publications should follow branding rules to
assure a consistency.
Before the design and production of a publication
following key questions need to be addressed:
• What is the objective?
• Who is the target?
• What are their needs?
• What do they know?
• What is the link to the country, regional brand?
• Where are you finding the target?
• How will you distribute the information?
• What quantity is needed?
• What is the budget?
Basic Rules Publications
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Be clear and simple
Use images and pictures
Define key messages
Test draft
Be creative
Be different
Be honest
Create CD version
Internet Strategy
Efficient tools to convey your messages:
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No geographic border
You can reach a (world)wide target
You can show everybody who you are
It is under your control
Cost efficient
Tools:
 Website
 Social Media
 SEO – Search Engine Optimization
 TSE - Travel Search Engines
 Networks, Connections to travel sites
Websites
Asian
International
Trade Shows
Event
Location
Target
Timing
Exhibitors
Visitors
Fitur
Madrid
World travel market
January /
February
140.000
ITB
Berlin
World travel market
March
12.000 (47%
international
from 170
countries)
11.087
(187 countries)
Le Monde
Paris
French tourism
market
March
680 (217
destinations)
World Travel
Market
London
World travel market
November
5600 (202
countries)
ATF (Asean
Tourism
Forum)
Rotating
Asian and
International Travel
market
January
300-400
180.000
(42%
internat.)
103.000
public,
5200 trade
48.000
trade (48%
internation
al)
n/a
TTM
Bangkok
June
400
500
Pata Mart
Rotating
Travel market in
Thailand + GMS
Asian travel market
September
340
1000- 1500
ITE HCMC
Ho Chi
Minh City
Vietnamese +
regional travel
market
October
601 (10
countries)
56 trade +
consumer
Why your participating
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Make your company and products known to international
buyers
Enhance your company’s image and reputation
Generate new business, conclude business deals
Maintain customer loyalty
Reach a new target group
Present innovative products
Establish and maintain contacts with potential affiliates and
sales representatives
Analyze competition and current market
Participate in trade events, e.g. ITB Congress
Implement new market strategies
Recognize new developments, market niches or trends
Generate media exposure
ITB 2012
Conclusion
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Marketing is the social process by
which individuals and organizations
obtain what they need and want
through creating and exchanging
value with others.
Kotler and Armstrong (2010).
Create Value
Analyze, plan and
be consistent
Secure tourism development
in a continuous and
sustainable way
Thank you!
[email protected]