Strategic

Management in
Tourism
Team member 1: Loghin Maria
Team member 2: Taran Alexandr
Team member 3: Bondalici Claudiu
Introduction

Today, 10.4% of the world’s GDP and 7% of the world’s total exports come from tourism. The industry is
worth over US$ 1.1 trillion.

According to Impala, 42% of people were planning to travel in 2021. Among those surveyed, the top
reason people said they would travel in 2021 was to see family and friends (38%). Of those planning to go
further afield, 32% said they want their destination to be less crowded and a quarter said they now consider
it important to travel to a destination with a good healthcare system. 22% said they would only pick
destinations with the highest vaccination rates.

Like any other business strategy, the purpose of tourism strategies is to promote the business, make it stand
out from rivals, attract customers, and generate brand awareness.
What sets tourism strategies apart from those in other
industries?
 Familiarity and not Innovation

The value in tourism is mostly derived from services, not products.

Products need innovation to survive. On the other hand, services survive through consistency, individuality, and
relevance.
In tourism your brand promise needs to be clear and specific. The tiniest details can send big messages. For example, a
hotel or a resort may have its selling point as ‘pet friendly’ or ‘adults only’.

 Customized and not One Size Fits All

A challenging aspect in the tourism industry is that every customer has a different expectation from a business. One
product may suit the needs of several customer profiles, but at the end of the day, consumers expect a customized
experience when it comes to services. At any given moment a hotel, a restaurant, or a transportation line is catering for
the needs of a hugely diverse group of people.

 Quality Assurance of Products VS Services

Service providers need to prioritize staff training to ensure the service offered is the best. Any business operating in the
tourism industry needs to put its personnel at the core of its marketing strategy. Your staff is your product.
A new generation of users with new needs

 Friendliness - top indicator of a good customer experience, according to the customers surveyed in a
2020 Trends Report by Zendesk
 Empathy - 49% of those surveyed in the same Trends Report said they want agents to be empathetic
 Fairness - with access to all the information a click of a button away, your answers need to be
convincing, honest, and rational
 Control - empower your customers by listening to their feedback and using it to improve. Responsive
brands win because customers trust them!
 Alternatives - high-performing companies are more likely to provide customers with a choice. 50% of
high performers have adopted an Omni-channel support strategy, compared to 18% of their lower-
performing peers, according to the Zendesk report
 Time - Guests want to make the most of the vacations that always seem too short - 73% of customers
said resolving their issues quickly is the top component of a good customer experience
Must-Haves on Your Tourism Marketing
Strategy
 1. KYC
When it comes to your customers, you must be aware of their demographics, as well as what
motivates them to make a reservation and their preferred way of doing it. More than that, you
should know what type of client you want to target when it comes to the budget. After having
the data about those things, the next step should be to build the “client persona”, based on
which you can design your marketing campaigns to target your ideal customers.

Both quantitative and qualitative data helps you identify what drives your customers to book
and how they prefer to book. Becoming ever more important than demographics,
psychographics is a qualitative methodology used to study consumers based on their
personality, values, opinions, attitudes, interests, and lifestyles.
2. Experiential Website

 A website is essential for your online presence. Every website is judged by two factors:
aesthetics and technicalities.

 Performance-wise, your website must be responsive and fast. Google also puts your page
load time directly in relation to the respective industry average, so that you’d know where
you stand against the competition.

 Meanwhile, your design also needs to stand out and grab attention. It should tell your
brand story and deliver your tone of voice as a business.
3. Focus on Mobile

 45% of UK travellers and 44% of French travellers plan and book

their entire trips on their mobile devices - mobile experience
should be as good as the website experience, if not better.

 Mobile apps are also the best way to reach out to frequent
travellers. Those are the customers with the biggest return on
investment. Through apps, you can create a personalised
experience for your visitors by sending them push notifications
and reminders based on their previous behaviour on the
application.
4. Use Social Media Platforms to
Raise Brand Awareness

 People want to be immersed and see themselves as

part of the experience. If they can see it, they can
plan it. Instagram, in specific, is a purely visual
platform which makes it perfect for marketing a
destination.

 Social media advertising empowers you with specific

targeting methods to get your message to the exact
right audience. It’s flexible, specific, measurable and
easy to track. That’s why it can be used at any stage
of the customer’s journey.
 5. Video Marketing

 In the travel industry, tourism video content

viewing is rampant. 63% of leisure and business
travellers use travel videos of all forms when
looking for activities to do in a particular
destination.

 6.Blogging

 Blogging is a good way to tell stories, share unique

insights about the destination, share travel tips, etc.

 It’s also a good way to reel in your audience and

advertise your expertise in the field - build
engagement by posting on a consistent schedule.
7. SEO

 Google serves as the first stop on most

travelers' journeys. Search engines are used by
tourists to investigate travel options,
transportation and activities among other things.
A potential customer won't know you exist if
your services are not shown on the first page of
search results.

 It is crucial that your brand and products appear

in the top search results. Many prominent travel-
related keywords are difficult to rank for on the
first page of search engine results.
Effective Strategies for Hotels

#1: Segmented automations

#2: Control orders more efficiently

#3:Post-check-out thank-you emails and reviews

#4: Keep in touch with your customers

#5: Promotional emails with limited-time offers

Effective Strategies for
Airlines
 #1: Increase cross-sell and upsell booking
offers

 #2: Trip abandonment push notifications

 #3: Anniversary or Birthday automations for

your old customers

 #4: Brand ambassadors

 #5: Blend social media plan with overall

strategy
Effective Strategies for Car Rentals

1 2 3 4 5
#1: Sign-up pop-up #2: Use Facebook #3: Apply text #4: Reward loyal #5: Use an in-site
forms with sync to grow based re-activation VIP customers live chat AI
promotional subscriber base campaigns
discounts
Effective Strategies for Travel Agents and Tour
Operators

 #1: Next-gen 2-Way QR Codes

 #2: Personalized recommendations with all-

inclusive deals

 #3: Provide visual tours of your travel bundles

 #4: Promote user-generated content and

encourage travelers to share posts with your
branded hashtag

 #5: Set clear goals and metrics

Destination Marketing

 What is destination marketing?

Instead of focusing on marketing a room, service, hotel, or restaurant, destination marketing
is about promoting specific locations and their benefits.

Destination marketing uses subtle calls to action to invite travelers to visit the location and
book a venue through the company that advertises the destination in question.

It can advertise attractions, towns, cities, or an entire country. It focuses on advertising the
object of the ad as a whole and everything it offers - the goal is to increase travelers’
awareness of certain destinations.
Strategy 1: Strategic destination
branding

Real-life example
 The most noteworthy real-life example of this strategy is
Hamburg’s city branding. The city became
a major tourist attraction in Europe and even saw the rise of some of
the most significant events. Even today, this city has one of the most
elaborate tourist destination management initiatives.
Strategy 2: Focus on unique selling
propositions

Real-life example
 The best real-life example for this strategy is the marketing campaign
“Sheep View” by the Faroe Islands. The goal was to put the islands on the map of
tourism. The campaign helped generate 2 billion impressions and over $56 in PR value.
Strategy 3: Focused on key markets - focuses on
what travelers need and want

Real-life example
 Colorado’s “Come to Life” campaign is a real-life example of a
destination marketing strategy built on extensive market research.
Marketers on the campaign decided not to maximize the reach but to
maximize conversions. They focused on Houston, Chicago, and
Dallas markets to do it. The campaign did cost $4.5 million, but
it stirred $898 million in spending in the state.
Strategy 4: Influencer marketing works - leverages social
media users with a considerable following to showcase

Real-life example
 One of the recent successful influencer-based destination marketing strategies is Sun
Peak. Sun Peak is a ski resort in British Columbia. They decided to promote crowd-free
ski runs, the regions’ natural beauty, and seasonal festivals. They partnered with Callum
Snape, an adventure photographer, and Instagram influencer. The result – over
200,000 article views, the resort has become known as an “insider secret.”
Emirates Airline Mission
“We exist to deliver the world best in-flight experience.”

 Emirate Airlines had an exceptional

performance while the overall airline
industry globally has faced multi billion-
dollar losses in 2009

 Diversification strategy called “related

diversification” has enabled the
organization to invest in its subsidiaries.
It has diversified into related industries
and sectors, including aircraft ground
handling, aviation engineering, air
catering, and tour operator operations.
“Be a high quality provider”

Emirates’ fleet is one of the

The fleet size reaches 142
youngest in the skies with an
aircrafts with different carrying
average age of 69 months
capacities deployed in the
compared with the industry
carriage of both passengers and
average of 190 months as of
cargo.
March 2010.
“Be the first to introduce new products”

• Emirates is focusing on details instead of holistically looking at the big picture and is renowned
for pioneering new ideas and several notable services including personal entertainment systems
in all seats, private first-class suites, use of mobile phones on board, introduction of
SmartLanding and SmartRunway safety solutions.
• In 2008, Emirates launched a slogan mainly revolving around their route network of 100
destinations in over 59 countries across six continents – “Keep Discovering and Fly Emirates”
• The Emirates Airlines company have leveraged the international airline domain knowledge into
another core profit center that involves the development of software for the airline industry.
 “Be the best customer service provider”:

• They provide the best ground services through early and easy check-in, waiting lounges,
and chauffeur driven airport transfers in selected cities in the region
• Emirates employs over 28,000 employees including 13,000 cabin crew members of more
than 120 nationalities capable of conversing in 60 different languages.

• They continually add and keep essential aviation talent within their employment and
provide them with extensive training

 “Become highly automated”:

• Emirates pioneered SmartLanding, SmartRunway safety solutions, auto check-n system,

and automated simulations in the cabin crew training programs are good examples of the
implementation of this strategy
 Strong brand awareness via sponsorship on games and sports, caring for their workers and
stakeholders, and communities together with the environment served by Emirates Airlines, have
also played a significant part since it was launched and will continue to signify success of its
future.
 Emirates offers 3 different classes to their customers:

1. Diamond First Class – It includes all the luxurious and extraordinary services. It provides all
the comforts a customer could dream of like comfortable seats that can be converted into a bed,
in-seat mini-bar, chauffeur service, Bulgari amenities kit, private suites.

2. Pearl Business Class - Second class is planned especially for business executives which
provides them with divisions for privacy, USB ports and sockets, massage functions, winged
headrest.

3. Coral Economy Class – It is for people who are looking for economic travel. The seats here are
of standard size. It provides basic facilities like internet, the option of entertainment, headrests.
References

 https://profiletree.com/tourism-marketing-strategies/

 https://pro.regiondo.com/tourism-marketing-strategies/

 https://www.hotelmize.com/blog/the-most-efficient-destination-marketing-strategies-and-how
-to-implement-them/

 https://contentworks.agency/10-tourism-marketing-strategies-2021/

 https://blog.contactpigeon.com/customer-engagement-strategies-tourism/

 https://tourismeschool.com/blog/top-marketing-tactics-for-tourism-businesses/
 https://www.researchgate.net/publication/235294485_The_exceptional_performance_strate
gies_of_Emirate_Airlines/link/0f31753c037e6888ab000000/download