Marketing for the Travel and Eco-Tourism Industry

What is Marketing?

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.

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.

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

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

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.

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…

You also need to know the age group of your clients 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

How do you set your price? Product quality (or standard) Demand Availability Competitor analysis Cost of service (see next slide) Required profit margin

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.

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.

The use of different media to gain attention/interest/desire/action 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.

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

When a client contacts you. What will make them book? What are your ideas?

#1.Trust Customer service Language skills (written and spoken) Perceived safety Value for money Organisation and efficiency Must deliver on promises

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.

Types of Advertising

Print Advertising Brochures Flyers Posters Magazine/newspaper

What is the purpose of Print Advertising? To attract customers to your website or office location To increase brand/product recognition

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.

Good print advertising Why is this good?

Good print Advertising Why is this good? It’s instantly obvious what it is advertising. Looks inviting and professional. Clear contact information. Good photos

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

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

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

An appealing website

What NOT to do Do not use animated objects, blinking lights,or sound/music. Never use photos or material from a competitor’s website. Do not surround your page with advertising. Do not use low resolution (pixilated) photos, text or logos.

Website mistakes See website file:///Users/office/Desktop/Index.aspx.html

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.

Summary All your advertising/marketing materials should reflect your company in it’s 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.

Marketing Tibet Don’t 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.

Good luck with your business!