Parts 1–2 of this series explained why DMOs must pair inspiration with on‑site conversion and how an exchange layer keeps value local. This article moves into implementation: the conversion architecture that turns stories into carts. What you need to do to move inspiration (leads) to conversion (instant paid bookings transacted directly by the supplier) [...]
In Part 1 of this series, we made the case for change. Now let’s make it concrete. A modern DMO website should orchestrate one coherent journey that turns curiosity and inspiration into commitment inside your trusted environment. The consumer journey should be carefully designed so travellers can: Explore the destination deeply through curated, credible [...]
For too long, destination marketing has been measured by traffic, page views, and outbound referrals. In a digital‑first world, a DMO that stops at inspiration and hands visitors off to somewhere else is surrendering influence at the exact moment value is created: the moment of conversion. Meanwhile, global intermediaries have perfected that moment. They [...]
In my last article I explained how to best manage credit card transaction costs. Interestingly I had a lot of feedback and questions about my suggestion to shake up the way tourism operators approach pricing their products. To me, you should not compete on price alone. Pricing is not simply about setting your rates. [...]
I’m sure you would have seen media coverage of the RBA’s recent comments regarding the application of credit card surcharges to consumer purchases. This is an issue I have written about previously and often discuss with TXA clients. And having recently travelled overseas where I couldn’t book and pay directly with my choice of [...]
To many communities’ tourism is an essential part of their existence and economy. But the travel landscape is highly competitive. Destinations can no longer rely solely on natural beauty or cultural heritage to attract, retain and nourished by tourists’ spending. Activating a thriving local tourism economy requires a strategic combination of technology, marketing, and [...]
In my last blog I explored an essential insight for anyone running a small to mid-sized accommodation or activity business in Australia, understanding your most valued ‘primary’ customer. Just as important as knowing who your customer is, is a deep understanding the journey they take to find you, and book or not book. It’s [...]
This month I’m going to spend some ‘blog time’ on two perspectives of a subject that should be your first order priority, your guests. I’ll explain in detail how and why you should consider ‘who is my most valuable travelling customer, and the way in which they navigate searching and then booking a stay [...]
Whether we like it or not, our tourism industry is at the bleeding edge of the digital age. No tourism business can operate at an optimum effectiveness or efficiency today without embracing ecommerce, online distribution and digital marketing. The essential fuel and pervasive by-product of tourism’s digital engine is data. Financial data generated by [...]
If you’re asked about valuable ‘brands’ you’ll probably immediately go to Nike, Coke, Bunnings, or Telstra. But the most valuable brands to you, as a tourism business, are primarily you, and your business, and the brands that influence consumer’s attitudes, interaction, and access to your business. My next couple of blogs will focus on [...]