GUEST ARTICLE: Effective marketing techniques in the travel and tourism sector in a post-covid world 

Mumbai: The travel and tourism sector were one of the most drastically affected by the pandemic. As we transitioned into the post-pandemic world, travel and tourism bounced back and brought a wave of the new normal along with them. Staycations, short trips, and a penchant for luxury experiences took the wheel and paved the way for an experience economy to be born. This new world has raised the need for new marketing strategies in order for key players in the travel and tourism sector to thrive. Here are some effective marketing techniques that can help companies stand out in the post-covid world.

Customer research and analytics

In order to create effective strategies, it is of the utmost importance to first understand your customers and their demands. Today’s traveller’s thought process is not the same as it was two years ago. Their requirements from a property and their mental checklists that compel them to make a booking are different from what they used to be, and it is vital for travel and tourism companies to understand them. Gathering the correct data from various channels and analysing consumer demands and behaviours is the first step to successful marketing.

Digital optimisation

There is a saturation of websites on the worldwide web, and so it is important to optimise your digital channels in a way that makes you stand out. This means that hotels, in particular, must truly showcase the philosophy, essence, and USPs of the experience they provide rather than just the physical property. Consumers are now looking for much more than a beautiful building, and your website needs to cater to that. Search engine optimisation is also an excellent tool for attracting the right audience and increasing conversion rates.

If you haven’t done so already, now is the time to go digital with your booking process as well. Travellers are now increasingly turning to the web for 100 per cent of their trip planning, so if you don’t accept online bookings, you could be missing out on substantial business. Additionally, hotels need to make efficient use of emailers and send crisp and concise communications to their target audience, which undeniably leads to bookings and conversions.

Intentional social media presence

Merely being present on social media in today’s day and age is not enough. With the increasing saturation of accounts and the decreasing attention span of the audience, an intentional social media presence is the need of the hour. Travel and tourism companies need to ensure that they share their story in an innovative way and with the right audience.

You want to curate content that accurately showcases the essence of the experience that you offer, without revealing every aspect and maintaining that mystery that lures travellers to visit.

Being intentional with your communication on social media will help you shine through the clutter and send your message to travellers waiting to discover your property. An effective way to do so is to plan your content in advance and curate a content calendar, which enables you to consistently reach out to your target audience.

Unique collaborations

Collaborations have taken the post-covid world by storm, and the travel and tourism sector is no different. Collaborating with other organisations and individuals who fit your brand seamlessly and have similar core values is a great way to maximise your marketing efforts. For instance, if you aspire for your property to be a go-to wedding destination, there’s no better way to do so than by creating something unique with a famous wedding designer. To truly take these collaborations to the next level, the content from them should be utilised on all property channels, such as the website and social media handles.

This also applies to the influencers and celebrities that you partner with. A luxury property should be experienced and spoken about by those who fit the brand and have a following that will resonate with it. You want the medium through which you tell your story and spread your message to be in alignment with the brand's ethos and image.

There is an endless array of possibilities when it comes to marketing techniques in the travel and tourism sector. Since the pandemic and our societal shift towards the digital age, there is no limit to innovation and the creation of new avenues by companies to share their message. As long as it is backed by thorough research and an understanding of your consumer base and target audience, the more unique your marketing strategies are, the better. Post-covid, there has been a significant increase in demand for travel and tourism, and it is now up to the key players in this sector to leverage marketing techniques to capitalise on this increase in demand.

The author of this article is Raffles Udaipur GM  Rajesh Namby.

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