MARKETING IN TOURISM: HOW TO INCREASE SALES IN A TRAVEL AGENCY, CREATIVE ADVERTISING OF TOURS

2020 Tourism and Hospitality Trends: Online, Direct Selling and the War of the Giants

How technology will change the travel industry in a year

Tourism and hospitality are among the fastest growing industries, and new technologies are taking root there faster than others. The analytical publication Phocuswire has published a report on the key trends in the travel industry that will be relevant in 2020. Profi. ravel has translated the most interesting.

According to the forecasts of the researchers, the tourism industry is waiting for a further change in the model of consumer patterns when searching and booking travel. In particular, the growth of sales based on attributive data (ABS) will continue - when the buyer has the opportunity to choose not just the type of room, but the floor, type of bed, view from the window, etc. Thus, personalization will play a key role, the ability to adapt as quickly as possible to the needs of a particular user. Market participants will receive initial data for the formation of an offer from information collected by booking systems, social networks, search engines and other data miners.

In this case, hotel owners will focus on finding new ways to compare the prices of their rooms with those of competitors. So, by adding and removing various paid options, you can get a more favorable tariff or, on the contrary, attract customers who are ready to pay extra for the services they need. Customer Experience Management remains one of the most important competitive advantages for hoteliers in developing alternative channels beyond OTA and metasearch engines.

Millennial Travelers: Don't Need Too Much Attention

The next prediction is the impact of millennials on the hospitality industry. Analysts are confident that travelers under the age of 35 are the main market indicator today. And he points to a cyclical decline in the global tourism industry. However, business participants believe they will be able to generate demand among millennials for their services through a more active presence on social networks.

At the same time, hoteliers will have to choose more and more carefully the communication channels. For example, a survey conducted by research company Criterio showed that 82% of older travelers' choice of a particular hotel brand depends on participation in its loyalty program. Among millennials, this figure was only 60%. At the same time, one of the reasons for the exit of 35-year-olds from such programs was too annoying and frequent e-mail messages. This means that in order to more effectively spend marketing budgets, hoteliers need to find an individual approach to each age group of customers.

Distribution: "Amazon of travel" is getting closer

In recent years, OTAs have become an increasingly important sales channel, but the travel market is emerging with even more influential and heavyweight players.

So, Airbnb has already announced its ambitions to become a comprehensive provider. In addition, 2020 is likely to be a period of fierce struggle between Priceline (Booking.om) and Expedia to bring rental, ticketing and car rental together on one platform. Taken together, this is a "connected experience" that allows you to concentrate in one hand the maximum customer spending on travel planning. For hoteliers and other service providers, this will mean further pressure on direct selling channels and rising costs.

But there are other changes regarding hotel revenues. The price parity issue has not completely disappeared, so the collapse of small and large OTAs will continue. Recall, on September 14, the popular hotel and apartment booking service Amoma announced its bankruptcy. om which had very attractive prices. As a result, the service turned into a “financial pyramid”, many clients lost their money. Now, according to Phocuswire, this fate awaits several more independent participants.

In this regard, hotel owners and other service providers should pay as much attention as possible to direct sales and technologies to develop this channel.

Technology: Ok Google, where are we going?

2020 Tourism and Hospitality Trends: Online, Direct Selling and the War of the Giants

How to turn a rookie into a super tourism manager?

The number of travel agencies with which we have been able to work as trainers-consultants is inexorably approaching three hundred. And here's an interesting discovery we managed to make: in most of the TA there is no clear, understandable to all participants in the process and prescribed schedule of internships for novice managers.

So when the head of a travel agency hires a new tourism manager, instead of guiding the newbie through a pre-worked and guaranteed workflow to turn the "sucker" into a "tour sales superhero," the boss tells him that something like: “come on, pour in on the sly”, gives the manager a small set of sites (portals of tour operators, pages with reviews and hotel ratings) and advises to observe how “older colleagues, wise for years,” work.

And usually this is where the “active internship” ends:

  • they try not to let the beginner approach real tourists and applications for the selection of tours (after all, this is “money here and now”, but a beginner who does not yet know the hotel base, the specifics of countries and technology sales will probably “merge” the client);
  • there is simply no one to actively teach a newcomer how to sell tours (as a rule, both the head of the TA and other managers simply do not have time for this - there are always some more important things: “tourists have come”, “it's time to hand over the accounting statements”, “an urgent issue needs to be resolved with the tour operator,” etc.);
  • quickly “pump” knowledge about the product * into the head of sales managers without almost no one knows how to work in tourism in our travel agencies (most of the travel agents working now in the post-Soviet space, for years independently collected the experience and knowledge, thanks to which they now manage to sell tours, and "sit quietly" and generalize this experience, creating from it a system with which it would be possible in a short time to know all the same ”they simply did not have time - the tours had to be sold).

* - knowledge of the hotel base and the specifics of sales of tours in specific destinations and countries.

Typical travel agency internship

Here's what happens next: a beginner periodically makes unsystematic attempts to understand/study something (this is if a person is over-initiative ... which, as you probably already know, is a monstrous rarity), of which, as a rule, there is nothing worthwhile comes out ... and work turns for him into a stupid sitting of pants (or a skirt :)) in the office.

And it also happens that a newcomer is driven on all sorts of small errands (take these papers there, prepare coffee for the client, get to the advertising agency for POS) ... in general, we congratulate those who have in TA This is usually how it goes: They've managed to master the best way to get the perfect, uninspired zombie couriers (instead of sales managers) ... and then those executives complain, “what kind of workers are they? they don’t want to do anything, they don’t like to study, they don’t know how to sell ”...

Time goes by ... a month, two, three, six ... and then, at some point, emerging from the endless whirlpool of fluidity, in which the head of a typical travel agency is more time, he recalls that once hired a novice manager and sent to evaluate the results of the internship.

How much does this approach cost a travel agency?

Mathematics and financial accounting are ruthless things. And this is what they tell us: hiring mistakes can cost a hell of a lot for any company (and can be fatal for small agencies with a couple of managers).

Look: the head of the TA hired a novice manager and let the process of his internship take its course. For the first two or three months, such an employee is practically useless for the company, but all this time the travel agency incurs costs: you have to pay him a salary (well, and some taxes on this salary), you need to equip a workplace for him (and this, for a minute, how minimum, square meters, a table, a couple of chairs, a computer, stationery, consumables, all kinds of cookies, etc.).

Jewish Warehouse

How to open a shop for camping equipment, tents and goods

A significant share of the modern clothing market now suffers from one peculiarity. There are a lot of clothing stores now, and with them there are many markets. And the share of sportswear for various types of sports activities is large. However, the range of sports equipment in such stores is mainly limited to clothing.

On the other hand, there are specialized sports market chains, like Sportmaster or Decathlon, but due to the fact that they have to serve too many consumers, the range of such stores is wide, but not deep.

So it turns out that there are practically no real shops exclusively for tourists. Which is a prerequisite for trying yourself in this business area, targeting a very specific buyer. In addition, modern society is increasingly promoting a healthy lifestyle and tourism in all its forms.

Another factor influencing the fact that you can easily enter the niche of tourist equipment is the standard high prices for professional equipment in stores. And in the markets such goods, although they can be found at low prices, but that they are still of good quality is unlikely.

Travel Store Assortment

Interesting statistics, which were compiled with the help of surveys conducted among potential buyers a couple of years ago. In the opinion of ordinary people, in an interesting sports equipment store, several product positions are required:

  • tourist and sportswear in unisex format at an affordable price (there was also a great desire to see a wide range of sizes, which shows that demand will come not only from people who are initially accustomed to sports, or only adults).
  • Camping equipment of good quality (primarily things characterized by strength and durability)
  • Travel goods (Wide range). As is typical for this category, the buyer will give preference to a domestic manufacturer, since he is sure that Russian enterprises are capable of producing good sports equipment, and the prices will be several times lower than their foreign counterparts.

Based on the preferences shown above, we can conclude that the potential audience is quite wide, that is, there is demand. But in the expectations of buyers, first of all, an affordable price with acceptable quality. This will be the main focus of a travel goods store that has a future and every chance of developing into a successful venture.

The speech of Konstantin Pobedkin from Onlinetours will introduce you to the market for package tours, explain how to make money selling them online, and also introduce you to real examples and cases.

Market selling tours online

There is a stereotype that package tours are a relic of the past. But the numbers suggest otherwise. In the Russian Federation, the market size is 280 billion rubles and includes about 8 million trips per year. One trip accounts for 30-35 thousand rubles.

In 2017, the market volume increased by 60% compared to 2016. This became possible thanks to the return of Turkey for Russian holidaymakers. The opening of Egypt is expected in the future.

There is already a demand for package tours among travelers as the product is familiar. Therefore, webmasters do not need to create demand or develop a market from scratch. This is supported by statistics from Yandex. ordstat. There are 20+ million queries per month related to this topic.

Statistics showed that 5% of tours are sold via the Internet, the rest is offline.

Offers

There are 3 large players (OTAs) on the market that specialize in selling package tours:

Gradually new players appear, for example, Ozon. ravel, OneTwoTrip and others. This increases competition among advertisers. Affiliates with a lot of traffic that converts well can use this to their advantage, forcing offers to literally fight for cooperation.

Package tours are a significant segment of the Travelpayouts travel partner network. Payout statistics for the first half of 2017 clearly showed that offers from this category are confidently in the TOP-10.

Market Economics

Tourism marketing doesn't work? The client is poor, but he demands attention for his 3 kopecks, as if he pays you millions? It takes out the brain, sucks information, and then buys the same tour from a competitor, because there it is 100 rubles cheaper? Do you even hang yourself in the off-season?

I personally knew both those who fell apart and went bankrupt with a crash (like the Neva), and those who have everything pearl and rushing!

Types of clients in the travel business

Individualization of offers depending on the type of client and the stage of the path from the inception of the need to the purchase can increase the conversion by 2-3 times.

From standard beach and cultural tours to exotic safaris in Africa. then he buys a party, communication (and pensioner grandmothers somewhere find 100-200 thousand rubles for a week's tour in a stuffy bus, but with the same as they are).

Someone is willing to overpay to travel in comfort - even by train, but having bought the entire compartment for himself.

For some, vivid emotions are extreme, for others - Zen in a Tibetan monastery. And they are willing to overpay for access to places where it is not so easy to get there.

Someone goes to sports championships, concerts, fashion shows - they don't care how they get there and where they live. But, if the event is already on the nose, such people will be ready to overpay for the speed of paperwork and a quick departure.

Teambuildings, corporate events, foreign events or just meetings with foreign contractors, VIP tours for top officials.

Someone buys productivity gains for employees competing for vacations at the expense of the company. The tour can be very expensive, but the sales team rushing to see the British flag for this tour will be more than worth the cost.

Someone buys status in the eyes of a partner - and he is ready to overpay for marble and stucco in the hotel lobby. After all, having made the right impression on a partner, he will receive a contract that will more than cover the travel expenses.

The German travel agency L'TUR, having learned to adjust advertising to the types of customers and the history of their requests, increased sales of hot tours by 71%, and revenue - by 131%, spending on advertising only 24% more.

Don't mix young lovers, retirees, and industrial concerns.

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