Know Your Customers Better And Win

Destinations, resorts and tourism attractions stand to benefit greatly from more customer insight. As we begin to see a rebound from a deep and troubling recession, our expectations for consumers to increase their spending on tourism and travel rebound as well.

While we wait, however, we’re reminded that the burden to find and attract new visitors to our destinations remains our own. Digging into your customer data for insights will yield a high return on the investment, and ensure your board or management team that a vital best practice has been leveraged at last.

Digging deeper for insights takes us one step further down the path of understanding what consumers are looking for. With insight, we get closer to linking the visitor to the experiences we can help them have.  Ken Will writes eloquently on this topic, and it’s worth a look.  

Our visitors do not come from cookie cutter groups anymore.  While it may seem like a hassle to try to incorporate new, different, or more complex thinking into our marketing strategies in a time of tight budgets and constant change, staying the course isn’t an attractive option.

Relying on old, stale advice, and tired strategies just won’t cut it in the 21st Century, and you don’t need to. Get some help, mine your database for insights, and get a deeper understanding of your customers and how they are segmented.  Use the profiles to prospect for new visitors, target their locations, and define the best approach to target them with direct marketing, digital marketing, and mass media. And craft a more meaningful message with the knowledge you’ve gained, so your destination’s value proposition rings loud and clear in their minds.