In my last blog, I wrote about the important role videos can play marketing your tourism business and attracting eyeballs to your website. I understand that it may seem daunting, and take you out of your comfort zone, but creating your own video content for both your website and social media channels is easy, [...]
One of the most asked questions we get is… “exactly what is a Tourism Exchange?” So, I am going to focus this article on answering that and explaining how our Tourism Exchange Australia (TXA) works. TXA is a digital tourism marketplace technology that facilitates the management of descriptive content (images, descriptions), real time inventory [...]
Actively managing to reduce the risk of false or problematic bookings and fraudulent credit card payments is climbing the ladder of importance for tourism businesses, large and small. To protect your hard-earned revenue, profits, and reputation you need to have well thought out plans, policies, and practices in place. It is not a simple [...]
As a creator and supplier of tourism products you understand how competitive business is in our industry. I’ve previously written about, and I’m sure you appreciate, how your guest’s experience and their reviews can make or break your business. While the very nature of your product, its pricing, and the ‘grand gestures’ you build [...]
I blogged last month about the value of reviews. To reiterate, reviews are probably the most important content you can have in your marketing content armoury, and not only because they’re a free gift, presented to you by your guests. I’ll explain below why the best of all reviews are Google reviews and why [...]
Tourism, travel marketing and ultimately conversion to bookings is now primarily digital. Therefore, establishing a prominent and robust online presence should be single most important marketing objective. Now don’t be freaked out by the confusing smorgasbord of online platforms available to tourism businesses. There is one that stands head and shoulders above the rest [...]
Guest reviews really matter. Just think about how they impact your own travel decisions. Numerous studies show that a vast majority of travellers research reviews before deciding to book. Positive reviews build trust and credibility. Negative review create uncertainty and ‘risk aversion’ which deter bookings. Add to that, the impact on search engines which [...]
Believe it or not, winter is almost upon us. It has been a patchy summer/autumn around Australia for both weather and bookings. Let’s now look forward to the next six months. It is important to keep nourishing your online profile and product offerings to both thrive through winter and springboard into next summer (excuse [...]
As I’ve spelled out in other blogs the main marketing challenge that every tourism operator faces in our complex online and social media world is standing out amidst a sea of booking options and particularly the hyper-activity of the OTAs. I’ve also argued that while the OTAs are really important channels in getting your [...]
Managing connections to the big OTA websites is fundamental to your business having a viable online profile and sustainable reach across the travel market. But if you want more revenue, lower variable costs, higher profit margin, more control of your ‘brand identity’ and customer interactions, you must actively drive direct bookings. Balancing traditional channels [...]