Ideas & knowhow
Understanding visitors
What's your niche?
If you wanted to kill ants*, would you buy 'Ant Killer' or 'Insect Spray'?
If you wanted to enjoy paddle boarding, would you get lessons from 'Peter the Paddle Boarding Expert' or the 'Outdoor Centre'?
If you wanted to stay somewhere cosy in Masham with an open fire would you google 'cottage in Masham with an open fire' or 'places to stay in Yorkshire'?
If you're a normal human being, your answer to each of those questions will have been the first, the most specific description.
Years ago ev…
Small actions to save lives and build loyalty
I really dislike the expression 'food to die for'. For most people it means eating something delicious. For me, it's a reminder that my daughter could eat something that will kill her. No food is worth dying for.
I used to think people with food allergies were just being faddy and attention-seeking. Since then I've woken up to the reality. You really understand how severe food allergies can be when you’ve travelled in an ambulance, sirens screaming, blue lights flashing while someone clo…
Are your potential customers stuck in the 'messy middle' ?
I'm old enough to remember the days when people decided to book a holiday simply based on either a neighbour's recommendation or an ad in the Christmas edition of the Radio Times. Nowadays decision-making is much more complicated. You may not realise it but you're probably losing income and bookings because some of your potential guests and visitors are stuck in the 'messy middle'.
This is the name Google gives to the gap between when someone is first interested in what you offer and their …
How to use social proof to boost your tourism marketing
A simple example: would you rather buy fish and chips from the shop with or without a queue outside? Rather …
Why I need to trust you - and how to make it happen
Can I trust you? How do I know that you're trustworthy?
Does it matter? If you're running a business, yes. It really does: you can't build a business without building trust.
Few of us are ready to pay good money for something that we're not certain of, or don't trust. We may seem to happily hand over our cash for goods and services online. In our sub-conscious we're constantly asking ourselves questions.
Is this really as good as it looks?
Is it worth the money?
Is the company genuine? Is it…
Thinking about price increases
Are you thinking about putting up your prices?
Charging the right price is part of running a successful business. You’re in it to make money. Yet so many business owners hesitate to charge realistic prices or to increase their prices. Here are a few tips to help you feel more confident.
Relax. You’re sensible
First things first. You’re sensible. You’re realistic.
So you’re unlikely to massively hike your prices in one fell swoop. The very fact you’re reading this means you like to consider …
Simple writing tips that work even when you think you're rubbish at writing
Improving visitor behaviour?
Are you feeling happy to see your destination full of visitors, and businesses with full calendars? After months of empty rooms and attractions, it feels good to see the tourism industry starting to get back on its feet.
The one consistent element of these difficult times has been that we’ve had to learn and adapt as we go. The need to try different approaches is ongoing, even now most businesses have re-opened.
Should we congratulate ourselves on a destination marketing job well-done? Or …
Three new markets you might not yet be thinking about
While the lockdowns made many of us feel like it was constantly Ground Hog Day and that time was suspended, they also accelerated some trends.
Visitors change over time. The visitors themselves change, as they go through different life-stages. The type of visitors each area attracts change too. Places with a niche appeal become more mainstream. Hidden gems become known. Well-loved destinations can fall out of fashion.
The reasons why we travel, make decisions to visit an attraction or try an…
Use FOMO now to get bookings for later
Are you enjoying having a full diary once again, knowing you’ve got bookings or the promise of visitors for the coming weeks?
How would it feel to have a full diary next year - ahead of time, so you don’t have to do as much marketing this Winter?
There are some simple things you can do now to increase your chances of advance bookings, and make your marketing easier later.
People are definitely enjoying looking forward and planning ahead a little more, wanting to make sure they have som…