Welcome to January and the long list of great things to happen, trends taking off and things to think about! Its exciting and frustrating. I just read a google alert on 2012 tourism trends and of the 20 listed there, few were connected to any quoted research, some were interesting, and still others seemed like ‘chatter’. I am a big fan of research and reflection, but at the end of the day, your ability to develop and deliver relevant travel and meaningful guest experiences depends on how well you know your ideal guests!
Here’s a time effective affordable approach you can take with your staff!
1. Gather the demographic info you have so you have the basics.
2. Layer on the geographic information you have so you know where they are coming from (helps direct your marketing efforts)
3. Make sure you understand their socialgraphics – where they are finding out about you online, what guests are saying about you online! LISTEN with your eyes! (Yup, that’s a new one!)
4. Write down everything out how your guest feel, their attitudes, behaviors … what gets them jazzed, who do they like to talk to, experiences that they rave about!
5. Write down the benefits they are seeking when they choose your company or destination over another. If you don’t know – then ask them! We’ve moved into a computer screen world, why not make some time on a regular basis this year to talk to your guests … but with a purpose!
The more you can learn about your guests, the better you can design travel, package it up and sell it at a price that makes sense for that customer. Gone are the days of one price fits all … imagine if we did that with our shoes! Ouch … don’t do that with your business! Remember that phrase … Rules are meant to be broken. Well I’d advocate, business models are meant to evolve, pricing strategies must be reviewed, and knowing your customer and their changing needs in a competitive market place should be a top priority!
All the best in 2012 and we want to hear about you success stories! What worked and why! We’ll toot your horn and sing your praise!
