Strategic Management in Tourism
Strategic Management in Tourism
Strategic Management in Tourism
Management in
Tourism
Team member 1: Loghin Maria
Team member 2: Taran Alexandr
Team member 3: Bondalici Claudiu
Introduction
Today, 10.4% of the world’s GDP and 7% of the world’s total exports come from tourism. The industry is
worth over US$ 1.1 trillion.
According to Impala, 42% of people were planning to travel in 2021. Among those surveyed, the top
reason people said they would travel in 2021 was to see family and friends (38%). Of those planning to go
further afield, 32% said they want their destination to be less crowded and a quarter said they now consider
it important to travel to a destination with a good healthcare system. 22% said they would only pick
destinations with the highest vaccination rates.
Like any other business strategy, the purpose of tourism strategies is to promote the business, make it stand
out from rivals, attract customers, and generate brand awareness.
What sets tourism strategies apart from those in other
industries?
Familiarity and not Innovation
A challenging aspect in the tourism industry is that every customer has a different expectation from a business. One
product may suit the needs of several customer profiles, but at the end of the day, consumers expect a customized
experience when it comes to services. At any given moment a hotel, a restaurant, or a transportation line is catering for
the needs of a hugely diverse group of people.
Service providers need to prioritize staff training to ensure the service offered is the best. Any business operating in the
tourism industry needs to put its personnel at the core of its marketing strategy. Your staff is your product.
A new generation of users with new needs
Friendliness - top indicator of a good customer experience, according to the customers surveyed in a
2020 Trends Report by Zendesk
Empathy - 49% of those surveyed in the same Trends Report said they want agents to be empathetic
Fairness - with access to all the information a click of a button away, your answers need to be
convincing, honest, and rational
Control - empower your customers by listening to their feedback and using it to improve. Responsive
brands win because customers trust them!
Alternatives - high-performing companies are more likely to provide customers with a choice. 50% of
high performers have adopted an Omni-channel support strategy, compared to 18% of their lower-
performing peers, according to the Zendesk report
Time - Guests want to make the most of the vacations that always seem too short - 73% of customers
said resolving their issues quickly is the top component of a good customer experience
Must-Haves on Your Tourism Marketing
Strategy
1. KYC
When it comes to your customers, you must be aware of their demographics, as well as what
motivates them to make a reservation and their preferred way of doing it. More than that, you
should know what type of client you want to target when it comes to the budget. After having
the data about those things, the next step should be to build the “client persona”, based on
which you can design your marketing campaigns to target your ideal customers.
Both quantitative and qualitative data helps you identify what drives your customers to book
and how they prefer to book. Becoming ever more important than demographics,
psychographics is a qualitative methodology used to study consumers based on their
personality, values, opinions, attitudes, interests, and lifestyles.
2. Experiential Website
A website is essential for your online presence. Every website is judged by two factors:
aesthetics and technicalities.
Performance-wise, your website must be responsive and fast. Google also puts your page
load time directly in relation to the respective industry average, so that you’d know where
you stand against the competition.
Meanwhile, your design also needs to stand out and grab attention. It should tell your
brand story and deliver your tone of voice as a business.
3. Focus on Mobile
Mobile apps are also the best way to reach out to frequent
travellers. Those are the customers with the biggest return on
investment. Through apps, you can create a personalised
experience for your visitors by sending them push notifications
and reminders based on their previous behaviour on the
application.
4. Use Social Media Platforms to
Raise Brand Awareness
6.Blogging
1 2 3 4 5
#1: Sign-up pop-up #2: Use Facebook #3: Apply text #4: Reward loyal #5: Use an in-site
forms with sync to grow based re-activation VIP customers live chat AI
promotional subscriber base campaigns
discounts
Effective Strategies for Travel Agents and Tour
Operators
Destination marketing uses subtle calls to action to invite travelers to visit the location and
book a venue through the company that advertises the destination in question.
It can advertise attractions, towns, cities, or an entire country. It focuses on advertising the
object of the ad as a whole and everything it offers - the goal is to increase travelers’
awareness of certain destinations.
Strategy 1: Strategic destination
branding
Real-life example
The most noteworthy real-life example of this strategy is
Hamburg’s city branding. The city became
a major tourist attraction in Europe and even saw the rise of some of
the most significant events. Even today, this city has one of the most
elaborate tourist destination management initiatives.
Strategy 2: Focus on unique selling
propositions
Real-life example
The best real-life example for this strategy is the marketing campaign
“Sheep View” by the Faroe Islands. The goal was to put the islands on the map of
tourism. The campaign helped generate 2 billion impressions and over $56 in PR value.
Strategy 3: Focused on key markets - focuses on
what travelers need and want
Real-life example
Colorado’s “Come to Life” campaign is a real-life example of a
destination marketing strategy built on extensive market research.
Marketers on the campaign decided not to maximize the reach but to
maximize conversions. They focused on Houston, Chicago, and
Dallas markets to do it. The campaign did cost $4.5 million, but
it stirred $898 million in spending in the state.
Strategy 4: Influencer marketing works - leverages social
media users with a considerable following to showcase
Real-life example
One of the recent successful influencer-based destination marketing strategies is Sun
Peak. Sun Peak is a ski resort in British Columbia. They decided to promote crowd-free
ski runs, the regions’ natural beauty, and seasonal festivals. They partnered with Callum
Snape, an adventure photographer, and Instagram influencer. The result – over
200,000 article views, the resort has become known as an “insider secret.”
Emirates Airline Mission
“We exist to deliver the world best in-flight experience.”
• Emirates is focusing on details instead of holistically looking at the big picture and is renowned
for pioneering new ideas and several notable services including personal entertainment systems
in all seats, private first-class suites, use of mobile phones on board, introduction of
SmartLanding and SmartRunway safety solutions.
• In 2008, Emirates launched a slogan mainly revolving around their route network of 100
destinations in over 59 countries across six continents – “Keep Discovering and Fly Emirates”
• The Emirates Airlines company have leveraged the international airline domain knowledge into
another core profit center that involves the development of software for the airline industry.
“Be the best customer service provider”:
• They provide the best ground services through early and easy check-in, waiting lounges,
and chauffeur driven airport transfers in selected cities in the region
• Emirates employs over 28,000 employees including 13,000 cabin crew members of more
than 120 nationalities capable of conversing in 60 different languages.
• They continually add and keep essential aviation talent within their employment and
provide them with extensive training
1. Diamond First Class – It includes all the luxurious and extraordinary services. It provides all
the comforts a customer could dream of like comfortable seats that can be converted into a bed,
in-seat mini-bar, chauffeur service, Bulgari amenities kit, private suites.
2. Pearl Business Class - Second class is planned especially for business executives which
provides them with divisions for privacy, USB ports and sockets, massage functions, winged
headrest.
3. Coral Economy Class – It is for people who are looking for economic travel. The seats here are
of standard size. It provides basic facilities like internet, the option of entertainment, headrests.
References
https://profiletree.com/tourism-marketing-strategies/
https://pro.regiondo.com/tourism-marketing-strategies/
https://www.hotelmize.com/blog/the-most-efficient-destination-marketing-strategies-and-how
-to-implement-them/
https://contentworks.agency/10-tourism-marketing-strategies-2021/
https://blog.contactpigeon.com/customer-engagement-strategies-tourism/
https://tourismeschool.com/blog/top-marketing-tactics-for-tourism-businesses/
https://www.researchgate.net/publication/235294485_The_exceptional_performance_strate
gies_of_Emirate_Airlines/link/0f31753c037e6888ab000000/download