Why Travel Marketing Often Falls Short—And How It Can Do Better
As a public relations executive with more than two decades of experience, Melendy Britt has worked in tourism marketing for long-distance travel destinations, hotels and experiences in and out of the busy Southern California corridor. His experience includes working in iconic destinations such as Beverly Hills, California and New York, New York, as well as Spain, Switzerland and Sweden.
Britt taught that all this great marketing pays attention to why people travel and gives them "exciting choices about what, when and how to do it."
Britt talks about why she always wins.
"In light of this, it's not surprising that marketing efforts driven by word of mouth and awareness have the least impact on travel decisions," added Britt, now at marketing and communications firm Be360. "Rather than seeing people, we appreciate that personal connections are key to travel, especially in a post-pandemic environment."
None of this should be taken as bad news for destinations or hospitality, Britt continues. But it does require a slight shift in your messaging and mindset as a marketer.
"So is the story of your destiny about understanding people and their personal motivations? Or is it random and programmed? Campaigns like Discover LA's "All Are Welcome" have made Los Angeles a backdrop, not a story of human connection. Virgin Airlines' inclusion of airline choices by passengers Based on the pillar, he chose, "See the world differently. They both win because they deliver emotion, not sales pitch," Britt said.
Another missed opportunity in the travel marketing space? Women Travelers Over 50 says Carolyn Ray, CEO and editor of JourneyWoman, a publication and online platform dedicated to solo travel for women over 50.
"A global survey of more than 1,000 women in December found that 70 per cent feel neglected or underrepresented in the travel industry, and singles remain their most popular fear," he said.
The Baby Voyage platform was created to connect family travelers with young children to each other and also to brands that matter.
According to the forum's recent survey, most respondents use travel guides (56.8%) for inspiration and travel information, followed by destination tourism websites (51%), other travel magazines, travel and blogs (49%) and 48%, respectively. follow). )) are used. ) followed by recommendations from friends and family at 37.9 percent. Tourism marketing efforts are not listed.
Marianne Perez-Francis, co-founder and CEO of Baby Voyage, says travel marketers can do a better job of tailoring their efforts to specific audiences and offering authentic and meaningful experiences that are especially suited to families traveling with young children.
"People come to Baby Voyages because they're looking for 'authentic experiences' that are useful for families with young children, rather than package tours or family fun," says Perez-Francis. It is also important to ask other families with children. Find or connect with a trusted community of parents with young children.
Perez-Francis suggests that similar shortages may occur for other amenity travelers, including those "LGBTQI+, people of African descent, and wheelchair users."
"Travelers want to know they'll be safe, respected, welcomed and cared for at a destination. If travel marketing doesn't answer these questions, they'll look elsewhere for information," said Perez Francias.
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