Marketing for the Travel and Eco-Tourism Industry

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Marketing for the Travel and Eco-Tourism Industry
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What is Marketing?
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Marketing

• Marketing is about anticipating and identifying
  the wants and needs of a target market of
  customers, then satisfying those needs in order
  to make a profit.
• Firstly, travel and tourism businesses must
  understand who their customers are. This is your
  target market.

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Target Market

• A target market consists of a group of potential
  customers who are most likely to be looking for a
  service like the one you are providing.

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• Would you market an expensive hotel to a young
  backpacker?
• Will a rich businessman be interested in staying
  at a homestay?

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Who will be interested in your service?
Independent traveler
High end group
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Marketing Research

• Anticipating and identifying demands depends on
  knowing your target market.
• Make yourself aware of the expectations of your
  target market, then work to meet or exceed those
  expectations.

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Types of tourism customers

• Backpackers - Low budget, little service
• High End - Best quality service, higher price
• Specialty - educational, photography, etc..
• Adventure Activities trekking, horse trek etc

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You also need to know the age group of your
clients.Each age group has different
expectations and requirements.

• Families
• Young people
• Middle age
• Retirees

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How do you set your price?

• Product quality (or standard)
• Demand
• Availability
• Competitor analysis
• Cost of service (see next slide)
• Required profit margin

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How do you know your operating costs?

• Know what your costs are. Both direct and
  indirect costs.
• e.g. The cost of a land cruiser is a direct cost.
  The cost of your website creation, and other
  advertising is indirect. Account for both in your
  pricing
• Price is the total cost of the trip to the client
  with all advertised inclusions PLUS your profit
  margin
• e.g. transportation, driver, fuel, meals, etc.
• Communicate clearly to your clients what is
  included and what is not included. Once you set a
  price with a customer, it should never change.

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The best way to advertise your price is as a
single total with a list of inclusions and
exclusions following.

• E.g.Tour Price 1168.00 USD
• Inclusions
• Airport Pickup, Hotel and breakfast in Xining,
  transport from Xining to Yushu, all meals on the
  road etc. etc.
• Not Included
• Flights, Travel Insurance, dinners in Xining,
  alcoholic drinks, laundry
• Communicate clearly to your clients what is
  included and what is not included. Once you set a
  price with a customer, it should never change.
• Like buying a pizza in a restaurant, the price
  you see includes the whole pizza, with no need to
  break down the costs.

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Advertising

• The use of different media to gain
  attention/interest/desire/action
• The goal of advertising is to get the customer to
  contact you.
• Your advertising is the first impression
  customers get of your company. Make it represent
  your business.

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Getting the word out.

• Word of Mouth
• Direct marketing (through targeted mail outs,
  posters, printed brochures,etc)
• Indirect Marketing
• (magazine articles, TV shows, etc.)
• Retail services such as travel agents
• Digital media, such as the Internet

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When a client contacts you. What will make them
book?
What are your ideas?
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• 1.Trust
• Customer service
• Language skills (written and spoken)
• Perceived safety
• Value for money
• Organisation and efficiency
• Must deliver on promises

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Tourist Expectations

• Tourists also expect the operator to create their
  travel experience. This experience is created
  through good customer service and includes
• Well organized itinerary and clear pre-trip
  information
• Clear costs and inclusions
• Knowledgeable guides
• Safe vehicles and friendly cooperative drivers
• Tasty, hygienic food Clean comfortable
  accommodation
• Good quality equipment
• All marketing material we create must project an
  image that meets the clients expectations.If your
  marketing material does not meet your clients
  expectations you are sending the wrong message to
  your potential customers.

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Types of Advertising
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Print Advertising

• Brochures
• Flyers
• Posters
• Magazine/newspaper

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What is the purpose of Print Advertising?

• To attract customers to your website or office
  location
• To increase brand/product recognition

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Important facts for print ads

• The most important information on your print
  advertising is your company name, your logo, and
  contact information.
• To increase brand recognition, your logo, font,
  and color scheme should be consistent throughout
  all your advertising.

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Good print advertising

• Why is this good?

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Good print Advertising

• Why is this good?
• Its instantly obvious what it is advertising.
• Looks inviting and professional.
• Clear contact information.
• Good photos

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Internet Marketing

• Your website
• Internet ads (google, social network sites, etc)
• Email mailouts

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What makes a good Website?

• It must appeal visually to your target market.
• It must be easy to navigate
• It must have a way for customers to contact you.
• It must be clear and easy to read

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What makes a good Website?

• It should convey the image of what is most
  important to your target market.
• It should have good quality photos from your
  tours/guesthouse/ etc.
• It should have up to date, factual information

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An appealing website
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(No Transcript)
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What NOT to do

• Do not use animated objects, blinking lights,or
  sound/music.
• Never use photos or material from a competitors
  website.
• Do not surround your page with advertising.
• Do not use low resolution (pixilated) photos,
  text or logos.

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Website mistakes
See website file///Users/office/Desktop/Index.asp
x.html
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The most important thing

• ALWAYS, ALWAYS, ALWAYS have a native speaker
  write or edit your advertising material before
  you print or publish to the website.

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Summary

• All your advertising/marketing materials should
  reflect your company in its best light.
• Your marketing efforts should serve to set your
  company apart from your competition.
• You should specifically target the expectations
  of your target market.
• Your marketing should contain honest and complete
  information about your company and services.

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Marketing Tibet

• Dont forget why tourists want to come to Tibet
• The natural beauty of the landscapes and mountain
  regions
• The culture and heritage of the region
• The friendliness and openness of the people
  towards tourists.
• Your marketing material must reflect these
  different motivations and you must meet the
  expectations of your target.

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Good luck with your business!