Tourism businesses can beat the “COVID-19 shock” by deploying a few simple digital marketing techniques, according to global digital marketing specialist, Incubeta.
“The COVID-19 pandemic has really hit the tourism and travel sector very hard and getting back up to speed will be a challenge. In a vertical as competitive and global as the travel industry, making sure your messaging is truly relevant, targeted, personalised and timeous is the competitive advantage that every company is striving for,” says MD of Incubeta Group, Roan Mackintosh.
Consumer behaviour is the first step
Determining exactly what people are searching is the best place to start a digital marketing strategy. Understanding what they are looking for means you can shift your own messaging and advertising search terms to make sure you are capturing the target market, according to Tich Savanhu, Head of Digital Strategy at Incubeta.
Tools like Google Trends are a great place to start when tracking user behaviour, says Savanhu. Users can segment the results by region so they can have a provincial and city view.
Consumer behaviour changes over time and has changed due to the pandemic. Google recognises this now and calls the consumer decision-making process “messy”.
Flexibility and safety are key
Lead Tech Solutions Consultant at Incubeta, Johan Walters, points out that Google research has shown that safety is top of mind for potential travels right now.
“It’s all about enticing people. The pandemic is far from over and if local destinations hope to get customers through the door, they must ensure their patrons feel safe. Ensure that your company clearly shows what safety precautions are in place.”
He says travellers are now more wary and are looking for flexibility in their bookings. “We may end up going back into lockdown if there are hotspot outbreaks, or the customer may get sick and have to go into isolation. Things can change in a heartbeat, so come up with content and messaging that give customers the comfort of a safe and flexible offering.”
Your past is your biggest asset
“Right now owners should be looking at the low-hanging fruit. Look at your existing database and target these customers – people who have supported you before and know your brand and offering. By quickly re-engaging your already loyal customers you can get revenues flowing faster and this will help secure your future,” advises Savanhu.
“Putting together digital strategies for 2021 and even 2022 is a really good idea. Start now by defining your audiences as well as their motivations and then reach out to them. While the tourists may only touch-down in 12 months, securing their euro- or dollar-based deposits for a 2021 vacation can really help your business right now.”
