Summer is here! How to become a strong brand in tourism.

The tourism industry is buzzing with excitement as summer arrives in full swing. European summer destinations draw travelers from all corners of the globe. But what makes a brand stand out amongst so many options??

Great companies are great storytellers, brands are their stories. 2becontinued. This has become a belief for my company as it so true for any hospitality and service brand. As hotels, airlines and tour operators gear up to make the most of this vibrant season, it's essential to explore effective online marketing strategies to establish a strong brand presence. In an era where online travel agencies (OTAs) dominate the market, hotels and tour operators must strive to become less dependent on them and reclaim control over their own success. A strong brand (portfolio) is key as a community of travellers is for your organic revenue formula RRR?(reputation, retention, referral).?

Here are the top 10 things to consider for a successful online marketing in tourism, no matter if you are a local brand or an international brand portfolio:

The?power of?storytelling:?Compelling?narratives showcase the unique experiences and captivate?landscapes your destination offers to inspires them to choose your brand.?Listen to your guests to gain insights. Airbnb not only positions as a more personal way to visit a place, but has become an extraordinary storyteller and marketplace for unseen experiences (wine tastings, chocolate making, graffiti city tours).

2.?Social?media presence:?Define relevant channels as touchpoints. Do not just share visually appealing content, but create a sense of community.?Dare to be different. User-generated content enhances your credibility and reach. You may only have one or two holidays, but seeing exciting places is 365 work. Boat or holiday real estate brokers like Engel & V?lkers or #Sunnysailorgirl https://www.instagram.com/sunnysailorgirl/?hl=en understand this.

3.?Be Mobile first:?We all use mobile everyday. Ensure your website and booking processes are mobile-first.?Usability beats technology. FYI: Booking.com is making more business via their mobile app than on their website.?Responsive design and a seamless user experience on smartphones and tablets are crucial. Motel One Group do it right. Some airlines (Eurowings, lift) allow you to check in or even rebook your flights 45 min before the flight and you can do it completely on your mobile.

4.?Harness the?power of?user?reviews:?Encourage guests to leave positive reviews on popular travel review websites. Use your CRM here. These reviews act as social proof. They significantly influence your SEO power and the decision-making process of potential tourists.? Enterprise cars make happy customers their number one goal and measure NPS (net promotor score) to not only understand their service level, but also as KPI for careers within the group. Employees and the team they work with, both must have a NPS higher than the groups average to be promoted. This fosters customer focus and team spirit.

5.?Personalise the?booking?experience:?Implement personalized marketing strategies based on customer preferences and behaviors. Utilise data analytics to understand your target audience better and tailor offers accordingly. So far, Booking.com is leading this game, and hotel brands urgently need to catch up or agree on a hotel standard globally to compete. Last week, again I tried to do booking on the specific hotel website (of a international group) and after two attempts I had to do it on booking.com where it took me 2 minutes. Many hotel website booking experience just suck.

6.?Create?engaging?content:?High-quality, informative content are blogs, videos, and destination guides.?Find a fresh perspective to position yourself as a valuable resource for travelers seeking authentic experiences. What is your favourite? Please write in the comments.

7.?Implement?influencer?marketing:?Collaborate with relevant travel influencers and local multiplicators to showcase your brand. Their experiences and recommendations can greatly impact potential travelers' decisions.?Track and measure their performance. Fame is not everything. And you should be sure, you get high quality value for your money and be able to track where leads are coming from. At ruf Jugendreisen GmbH & Co. KG almost every guest is an influencer. Teenagers are digital natives and love a instagrammable post.

8.?Build?strategic?partnerships:?Forge partnerships with complementary businesses and attractions. Cross-promote each other's offerings to widen your reach and attract new audiences. If you are a chain / groupm this is your first partner system. Guests from Puro hotel love the Purobeachclubs in the same spot, people from Vilamoura Purobeach will visit Purobeaches in Barcelona, Mallorca, Menorca etc.. Puro Group

9.?Develop a?direct?booking?strategy:?Encourage travelers to book directly through your website by offering exclusive deals, loyalty programs, or additional perks. This reduces dependency on OTAs and increases revenue.?A strong CRM and tech is necessary. For instance a wifi at the hotel with email/DOI access can match the data of your guests who came through booking.com. This allows you to ultimately own the client relation.? PUSHTech and Hotelinking are providing a create service here.

10.?Loooove your staff, so they can focus on loving the guest.?Providing?an exceptional?customer?service?hits two birds with one stone: 1) Higher customer value and lower COA 2) Stronger employer brand to get and keep talent: Deliver outstanding customer service. Respond promptly to inquiries, resolve issues efficiently, and go the extra mile to exceed travelers' expectations. Positive word-of-mouth can significantly boost your brand's reputation. LEAV Aviation GmbH is a new airline who focus on just that, as everything else is a standard.

OTAs may have a strong foothold in the market, but hotels, airlines?and tour operators can establish themselves as love brands by implementing these key online marketing strategies. Through strategic marketing efforts, hotels and tour operators can carve out their niche, attract more direct bookings, and become the go-to choice for travelers. It is all about unforgettable experiences. As small and big brands: Digitise and rise. This way your brand scales faster and you have more resources to welcome your guests.

Enjoy the summer is it is your last. Know and love your clients.

#2becontinued