Step by step and at your own pace, discover the different questions to ask yourself when getting to know your potential visitors and how to reach them.
Market studies :
- Free study markets, for example on CBI (Netherlands) or Tourism Intelligence (Canada).
- You can also create a survey using free tools such as Google form or TypeForm. Ask your personal contacts and past customers, or rely on social media to find out as much information as possible.
Which kind of travel experience(s) do you offer?
- Conceptual tourism : Cultural, Rural, Community-based tourism, Accessible, Exclusive, Post-conflict areas, etc.
- Specialised tourism : Wine, Wildlife, Birdwatching, Nature, Adventure, Trekking, Diving, Cycling, Culinary, Wellness, etc.
Who are your customers?
Having a good understanding of who your potential customers are is vital to pin down their specific needs and create an adapted communication strategy.
- Do you target groups or individuals?
- What is their main purpose of travel? Vacation or work?
- What is the socio-demographic segmentation?
Students, young couples with no children, young families, familles with teenagers, retired people, singles, etc.
- What is their purchasing power?
Do you target low-budget or high-end travellers?
- Where do they come from?
Regional, national, or international markets?
In which language should you communicate ?
- What is their travel style ?
– Accompanied: within a group of family/friends, with/out a private guided service, in a group of foreign travellers.
– Guided autonomy: for example, employing the services of a destination expert who provides a road book written by a local agency.
– Autonomy: backpackers using travel guidebooks, following advice found on the internet, tips and recommendations from friends/family, word of mouth while travelling.
- Within your audience, have you considered your own team?
Internal communication is an essential step in allowing your team members to become true ambassadors of your company!
Seasonality is a significant phenomenon in the tourism sector.
- For each type of traveller targeted within your different market segments, is there a specific period in which they prefer to plan and book their trip?
- Have you considered that various types of travellers (based on your market segments) have different preferences or constraints regarding when to travel?
By targeting different market segments, you can reduce some of the effects of seasonality. For example, national leisure travellers prefer to take a weekend or short stay trips around public holidays. Businesspeople, however, are more likely to travel during the week, while international travellers are more flexible and travel any day of the week, specifically during the peaks months of July and August.
The elements mentioned above may help you establish profiles for your potential visitors. It is a list of non-exhaustive factors to consider when attempting to identify these profiles. It can also be adapted to fit the specifications of your business and destination.