Ideas & knowhow
A few people have asked whether to post about the situation in Ukraine on their business pages on social media. They’ve said it feels wrong to not acknowledge what’s happening, but perhaps visitors don't expect comments about the news on tourism business accounts?
Some businesses and individuals are posting what they’re actually doing to help. This could encourage others to do something similar, and raises awareness of the issues. Some say it’s ‘virtue signalling’ and you don’t need to tell…
Using and responding to reviews
I’ve spoken to many tourism business owners who feel really demoralised when this happens. It’s so easy to focus on one bad review, even when all your oth…
Imagine if I tried to get you to pay money for something you'd never heard of? Would you pay? For your sake, I hope not!
Would you buy something you knew about, but didn't see how you could benefit from it? I doubt it.
Imagine now that your friend has recommended something to you. They're full of praise and you can see how great it would be for you too. You're thinking about when you can buy it, how you can get it. Your mind isn't even focusing on how much it costs - you're ready to pay what is ne…
The power of three
If you want people to remember something, put it in a list of three.
If you want to help someone make a choice, give three options.
If you want people to feel comfortable enough to book or visit you, use three things.
(see what I did there?!)
Three is a powerful number - very useful in marketing
Our brains like to have choices, but not to feel overwhelmed. They also like to remember information in patterns and 3 is the smallest 'pattern' for brains to find.
We grow up thinking t…
Hashtags - why, which, where
When you write a social media post, are you an expert sprinkler of #hashtags or are you still mystified by the random-seeming words after the # sign?
It doesn’t help that each social media channel uses hashtags in different ways. And that some guidelines and algorithms have also recently changed. Here’s a quick overview.
First of all, what are hashtags?
They’re the short words or phrases that follow the #, that help perform the sorting process to decide which posts get seen, and when. Not all…
Do you know what your visitors will want in a couple of years' time? What their expectations will be? Have you got some ideas for how you might be able to adapt what you do to make your business more profitable? Or maybe just how to theme a room or create an activity to stimulate more demand?
Tourism is full of trends. Over time it's possible to spot opportunities and to adapt products and services to appeal to changing markets. A little tweak to how you describe something could make a differe…
Trendwatching: visitors will celebrate anything
Pre-Covid, celebrations were a major trend. There was a significant increase in visitors meeting up with friends and relatives for a celebration of some kind, often a big birthday or anniversary. Celebrations are a great market. They often take place outside the main season. One person invites others to come along, so you can attract new visitors, and people are generally in a good mood and ready to spend!
There's now even greater demand as people try to catch up on all the celebrations they mi…
The one and only
If your marketing budget is tiny (I don’t know any tourism businesses with a big budget!), it’s easier to stand out from the competition if you focus on being different or special in some way.
How about being so special and different, you’re the ‘one and only'?
It’s easier than you might think.
You can choose a ‘category’ and be the king/queen of that category. Here’s how. It works equally well no matter what type of tourism business you run.
Let’s say you run a self-catering holiday cotta…
Trend watching: night attractions
There's a growing trend that you may have missed. You might even say it arrived by cover of the night...
It's a trend that could be valuable to accommodation businesses, food and drink outlets, activity providers and attractions.
After dark activities
Visitors are increasingly interested in what they can do after dark. They're ready to have new and different experiences after dark. This could be nature-spotting or enjoying the dark skies. It could be sitting outside with a rug over their lap…