5 Tips To Boost Your Tourism Marketing Strategy

Looking for ways to boost your tourism marketing strategy but tired of coming across the same old tips, most of which didn’t work in 2010, let alone 2018? Want to know what will work best for the Scottish tourism?

Well, we’re here to help with five simple and easy to implement marketing strategies which will help you increase your bookings without spending a penny on advertising.The solutions are simple extensions of marketing yourself in a fun and creative way.

Tip 1 – Create a tourism marketing plan

Ok, so this one seems pretty obvious, but it’s also the one that you are most likely to skip. Which would be a disaster as it should be the foundation of ALL of your marketing efforts, those within this list and everything you do aside.

Creating a tourism marketing plan for your hotel or destination is the most important thing you can do for your digital marketing. Without a plan you will deviate from your goals, struggle to keep a track of what and why are you doing things.

The biggest tip that I can give you, is spend an hour creating a marketing plan. The best and most effective marketers are those with a detailed plan that they use to guide their marketing. It should be simple to follow, a step-by-step document that you check and update regularly as your strategy changes.

Tip 2 – Know which travellers you are marketing to

The second most important part of a tourism marketing plan is to know who you are selling to. If you don’t focus down, your efforts will be futile in such a competitive industry.

So how do you know who to market to? Well, that’s down to your knowledge of your business. What kind of person currently books with you? What kind of person would you like to book with you?

Don’t be afraid to go after more than one type of person, just make sure they compliment each other.

Millennials, Generation X, young families, seniors and backpackers. All have different requirements and will be looking for different things.

Chose the one(s) you want to market to and feed their desires.

For instance, a budget hotel in Caithness could perhaps target surfers for the internationally renowned surf at Thurso East. So, they could quite easily target backpackers and generation x. It wouldn’t be a smart idea to market towards seniors looking for quiet escapes.

Tip 3 – Show of what makes you unique on social

The tourism industry is competitive, ridiculously competitive. The best way to compete? Stand apart.

Every business has something which makes them stand apart; maybe it’s a unique view, architecture, local produce or even the best mattresses in Scotland. You will have something, even if you think you don’t, it’s just a case of looking.

Not every business can promote a 5-star experience for their guests, but that’s fine. You will have something special to share.

From local wildlife, ghost stories to staff members birthdays; use all of them to create great short content such as videos or photo posts on social media. These types of campaign are easily created and shared.

Cute, funny, heartwarming or simply entertaining; all of these can create great engagement with potential guests.

Tip 4 – Gather user generated content and promote it

We are bombarded with advertising every minute of the day, it’s just part of life in 2018. One downside to this is that it makes us subconsciously wary of brands promoting themselves.

However, word-of-mouth advertising is as strong now as it has ever been. The digital equivalent is user-generated content.

We all love real-life examples of other people’s experiences. Whether it’s a instagram post, a youtube video or simply a good Google review. We trust our fellow humans, much more than we trust marketing teams.

Making the most of this content is easy, you simply approach the person the person who has posted their experience online and ask their permission to share it.

Simple reposts can do the trick but if it’s really good piece of content, use paid advertising to promote to people other than your loyal followers, reaching a brand new audience.

Tip 5 – Make the most of mobile

The PC is now the third device for millenials. Their phones and iPads are their primary ways to browse the web and their favourite social networks.

Which means, your website and your marketing needs to be mobile friendly. That means, responsive, easy to navigate and fast loading. If you haven’t updated your website in a decade, your site visitors will be frustrated and won’t book.

WIth your social media accounts, always use pictures in your posts. Pictures speak a thousand words and they are the most effective way to grab a user’s attention on social media.

Don’t be afraid of video either; Facebook, Instagram stories are fantastic platforms for posting video content, even if it’s as little as 5 seconds long.

Heavy snow? Film it. Beautiful sunset? Film it. Flaming Christmas Pudding; film it.

Well there you have it! 5 simple tips for you to get started. Master these before moving on to more advance marketing and you will see a world of difference. They are the cornerstones of your marketing strategy for the next few years.



Dale Hornidge

MD of Rogue Digital.