In a recent issue of the Wanderlust Report, the destination branding experts at Wanderlust shared the statistical results of the Travel Marketing Best Practices Assessment, a self-diagnostic tool that allows marketers to compare their strategic and tactical activity against the travel industry’s top brands. The results point to these three key takeaways about the state of marketing in the travel and tourism industry.
1) Marketers still rely on high cost, underperforming media
While the industry has seen increased adoption of social media channels, respondents are still investing in media of questionable and declining values, especially print advertising and email marketing. Travel marketers need to reexamine their media plans to respond to usage trends and ROI opportunities.
2) Customer insight is sorely underutilized
There is a wealth of demographic, psychographic and geographic insights available from our customer databases that can help drive strategy, promotion and messaging, yet only about 20% of respondents are exploiting their visitor data to drive business gains. This is a huge opportunity that's being missed.
3) Marketers fail to execute on brand positioning
A high percentage of our respondents have gone through the effort of competitive positioning and creating a brand identity, yet a surprising number fail to execute or follow through on this investment. Can this be explained by staff turn over, dissatisfaction with the results, or just an epidemic of Attention Deficit Disorder?
Where do you fit in the Best Practices continuum?
If you took the Wanderlust Travel Marketing Best Practices Self Assessment, you probably already know how you measure up to the industry’s top brands. Maybe you recognize your organization’s marketing style from the responses presented here. But whether you’re a top performer or an also-ran, one thing holds true: there is always room for improvement.
The Wanderlust team is currently collecting data for the 2012 Travel Marketing Trends Report. If you'd like to participate by completing the Best Practices Assessment, please click here.
Read more of Wanderlust Travel Marketing Trends Report 2011 in the Wanderlust Report, Volume 3, Number 2.
Wanderlust provides marketing and branding expertise to destinations, resorts and tourism attractions. We help them uncover what will drive people to choose their destination above others and build integrated marketing programs to attract them — using mobile, the internet, social networks, direct marketing and mass media.
Contact: Mark Shipley
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