Unit 3

Promotions


Alberta Education Outcome

Lesson 14: Promotional Mediums

"Some people want it to happen, some wish it would happen, others make it happen." ~ Michael Jordan


Businesses market their products to increase sales which generates revenue. Tourism is just a business that is marketing a place or an attraction but with the same goal: to increase sales which generate revenue.

But, the marketing mediums used for decades have changed as a result of information technology and social media. Just a few years ago, printed tourism brochures, stickers, posters, and calendars would be sent out to travel agents throughout the world to promote a destination. With the advent of technology, the medium has vastly changed.







Today, social media has fundamentally changed the way companies communicate with and market to their target demographics. For the travel and hospitality industry, in particular, the rise of the Internet and the increased popularity of social channels have altered travel marketing. From the way travellers research potential destinations to the activities that they participate in once they arrive, the new ways that consumers use social media to make purchasing decisions has influenced tourism marketing from start to finish. At a minimum, websites need to include social networking presence on Facebook, Twitter, Instagram, SnapChat, and YouTube to reach the global tourists.









  • The most profound effect that social media has had on the tourism industry to date is the advent of online reviews. Today's travellers go online to research their future travel destinations and accommodations. When booking travel, 89% of millennials plan travel activities based on content posted online by their peers!











    People have always loved sharing photos and videos taken of their travels. What social media has done is to facilitate and expand people's ability to share travel experiences with a wider audience than ever before. Over 97% of millennials share photos and videos of their travels online, building an influential web of peer-to-peer content that serves to inspire potential guests.

    This trend has been noticed. Many hotels and resorts have turned to running social contests and campaigns to ensure that they get some credit for their guest's social activity. Campaigns encourage guests to take photos, tag them with the company hashtag, and ultimately create user-generated content for the brand that is free, authentic, and repurposed across its marketing channels.










    The vast majority of brands have a social media presence that is being used to become aware of, and when necessary, to provide help to unsatisfied or confused customers. Companies that respond to complaints in a sincere and genuine manner develop a strong reputation among current and potential customers. Research shows that more than half of the users that post about their travel experience expect a response. If they are reaching out with a complaint, that number rises to almost 75%. Providing that human element to otherwise frustrating customers tells current and future guests that they are valued. Social media can also serve as a social listening tool to gauge and create an exceptional experience that is sure to delight guests.











    Social media has had a major impact on the traditional travel agency model. Where travellers in the past would need to go through a travel agency for all aspects of trip research and booking, the availability of Internet information and ease of self-service booking has forced travel agencies to adapt to a more digital model. Travel agencies are not obsolete (they are still responsible for 55% of all airline bookings, 77% of cruise bookings, and 73% of package bookings); they have had to shift their focus from in-person to online experiences.

    Agents working with millennial travellers need to take into account the generation's preference for experiences over materials. Instead of trying to upsell them on flight upgrades and lodging, they need to consider presenting unique experiences guaranteed to create a lasting memory, and even inspiration for a great Instagram post). 





     



    As most marketers know, acquiring new customers is far more expensive than retaining existing ones. Loyalty programs have become a core piece of the travel business model and social media has had a massive impact on how hotel loyalty programs are constructed. Many customers understand that the opinions they share with the individual networks have tremendous influence. As a result, these guests feel entitled to compensation for the positive word-of-mouth marketing. More than 25% of millennials that participate in loyalty programs are very likely to post about a brand in exchange for loyalty points.

    With the availability of technologies that allow mention and hashtag tracking across social media channels, it is easier than ever for hotels to discover passionate guests and to reward them accordingly. Integrating social media sharing and posting can be worked into existing tier loyalty programs and to encourage brand promotion across social media platforms. When loyal guests share the perks and benefits of a brand's loyalty program on social media, other guests see the benefits that are attainable and desirable, giving them more incentive to participate.