Ideas & knowhow

What's your talk trigger?

A - talk trigger

Would you like visitors to recommend your business? To write positive reviews about it? To really spread the word about what you do? 

If you do a good job, there's a strong chance people will tell others. They may even do so on social media, potentially informing hundreds or even thousands more people. 

But there's only a chance they'll do that. it's likely, but not guaranteed. 

What if you could increase the chance? To make it more likely that people will remember you and actively want to te…

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Are you normal?

Are you normal

I’ve been asked several questions this week, all with a common theme: comparisons.

What’s a normal level of direct bookings for an accommodation provider?

What sort of level of repeat bookings should I aim for? 

What would be a usual bounce rate on Google?

How are bookings looking for everyone else over the next few months?

Are others experiencing a higher than usual level of cancellations?

How good is my social media compared to others?

I’ll answer each of these in a little more detail l…

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Google Adwords to raise the profile of your business

Google Adwords

I very rarely recommend paying for advertising. It's worth getting every other aspect of your marketing right before you start paying for ad space, particularly as it's so hard to judge how effective it is. But sometimes you need results quickly.

Google Adwords is different to traditional advertising. It's a really useful and cost-effective tool, whether you want to raise your profile or attract some last-minute bookings. 

Most advertising costs a lot, and you won't have a clue whether some on…

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What's the right image size?

Image sizes

Images are often the very first thing that people notice when they scroll through your social media.

Impactful images can make a big difference, but each social media channel has different image size requirements. While we might have got used to the idea that we need square images for Instagram, not everyone recognises the power of a long vertical image on Pinterest. 

Social media channels change their image requirements quite frequently so it can be hard to keep track of which channel needs w…

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Improving visitor behaviour?

Visitor behaviour

Are you feeling happy to see your destination full of visitors, and businesses with full calendars? After months of empty rooms and attractions, it feels good to see the tourism industry starting to get back on its feet.    

The one consistent element of these difficult times has been that we’ve had to learn and adapt as we go. The need to try different approaches is ongoing, even now most businesses have re-opened.

Should we congratulate ourselves on a destination marketing job well-done? Or …

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Three new markets you might not yet be thinking about

A - three new types of visitor

While the lockdowns made many of us feel like it was constantly Ground Hog Day and that time was suspended, they also accelerated some trends. 

Visitors change over time. The visitors themselves change, as they go through different life-stages. The type of visitors each area attracts change too. Places with a niche appeal become more mainstream. Hidden gems become known. Well-loved destinations can fall out of fashion. 

The reasons why we travel, make decisions to visit an attraction or try an…

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Use FOMO now to get bookings for later

A FOMO now bookings later

Are you enjoying having a full diary once again, knowing you’ve got bookings or the promise of visitors for the coming weeks?

How would it feel to have a full diary next year - ahead of time, so you don’t have to do as much marketing this Winter?

There are some simple things you can do now to increase your chances of advance bookings, and make your marketing easier later. 

People are definitely enjoying looking forward and planning ahead a little more, wanting to make sure they have som…

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Dandelions in Singapore - and what they mean for your business

A- dandelions

There are a lot of dandelions in my garden. Some still in bloom, most now carrying the 'clocks' we used to blow as children to tell the time. Do children still do that or are digital devices just too enticing? 

Some people would see my dandelions and think I'm a very lazy gardener. Others might spot the bees in the nearby field and realise I'm thinking more about them than the state of my lawn...

Whatever your view, I think we can agree that in the UK most people see dandelions as plentiful wi…

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Last minute availability: curse or opportunity?

A - cancellations

Most tourism and hospitality businesses have to fill last minute gaps created by cancellations or dips in demand. This year it looks like there may be more cancellations than usual as visitors switch-book or have to change plans to fit their changing circumstances.

The way you try to fill those last minute gaps can really affect how your business is perceived by potential visitors.

When faced with a space to fill, the knee-jerk reaction is often to post a panicky message on social media, typic…

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An easy way to impress

A - Easy way to impress

Many years ago we stayed at a hotel in Canada. It was off-peak and the large hotel wasn't full. Every evening for five nights the owner served us dinner. Every evening he introduced himself, asked where we were from (no other Brits in the hotel at the time), and explained the short menu and the buffet starter arrangements. Every evening. Not a flicker of recognition. Still the same spiel, despite us making it increasingly obvious that we'd heard it before. I don't remember much about that trip, …

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