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 [...]
Google Direct is a feature introduced by Google for both accommodation and activities to improve the travel consumer’s experience in finding and booking tourism products. It is a ‘super channel’ for both travellers and suppliers. Here’s why. Travellers can search for their travel preferences using Google Search and/or Google Maps to find and instantly [...]
You don’t have to offer free cancellation. Consider this challenging proposition… charging a fee for cancellation of bookings is fair, reasonable and justifiable. Crazy? I don’t think so. While the big OTAs try to push for price parity and free cancellation, these practices are against the interests of tourism suppliers and erode the overall [...]
Image Source: Tourism Australia The scourge of discounting: At all costs, avoid the race to the bottom We all think about the cost of an item before we buy it, but we don't buy it just because of what it costs. The same applies to travel. To attract bookings, you’re competing with [...]
Connect and prosper. Why getting to know your guests is so important. Running a tourism business means you are operating in a very competitive and dynamic market. Fundamentally, what you are competing for, is the attention of travellers looking for unique experiences. Connecting with those that book with you plays a pivotal role in [...]
Why ‘Know Your Customer’ details are essential for online merchant accounts and payments. One of the most often asked questions when setting up Tourism Exchange Australia accounts is “why does establishing an online payment facility, like Stripe or Payrix, require so much detailed info?” Let me explain. In our contemporary world dominated by online [...]
Best practice in managing your Tourism business in peak season. This summer looks like delivering the surge of tourists we were hoping for, all eager to explore our diverse landscapes, pristine beaches, vibrant cities and relaxed country towns. Whether you run an accommodation or activity business, summer holiday season presents both opportunities and challenges. [...]