Tourism, considered one of the largest sectors of international trade by the World Tourism Organization, has grown over the past few years. Even with the impact of the pandemic caused by Covid-19, the desire to travel has not disappeared. However, if there was an increase in tourists, on the one hand, the offer also grew a lot, even taking on new forms. Communication appears here as a form of differentiation and as an important factor for the tourism sector: it is through it that accommodation, catering and entertainment spaces can gain visibility and find their potential customers.
If communication was already extremely important in the tourism sector, with Covid-19 this need gained greater relevance, as it was a way to keep alive a sector that was forced to stop and whose recovery has been marked by ups and downs.
The question then arises: how should your brand communicate in the tourism sector?
In order to reach potential customers (and this is the biggest communication objective in this sector), it is, above all, important to maintain a website that adapts to various devices, in order to allow customers to access information. When owning a website, invest in SEO (Search Engine Optimization), so that you can have a more organic reach, and, when deemed necessary, invest in SEA (Search Engine Advertising).
Allied to the website, you must bet on the omnichannel presence. How to do it?
1 – Start by defining your communication goals and what target audience you want to reach. Defining your business personas is crucial so that you can adapt the content you post, as well as the language to adopt.
2 – Choose the platforms you decide to be present on (eg.: Facebook, Instagram, etc.). When choosing the platforms you are on, make sure you share basic information with potential customers, such as your location, the opening hours of the establishment, the services it offers, the prices, among others. Don’t forget to leave a link to your website.
3 – Define the content you publish, according to each one, and depending on the defined personas. Whether it’s a hotel or a restaurant, adapt what you publish and the tone you use. Don’t forget to focus on what sets you apart from all the competition and, above all, focus on emotions, as your potential customers will tend to be looking for it.
Finally, keep up with what is said about you on the platforms of your area: from Booking to Tripadvisor, for hotel units, to Zomato to The Fork, for restaurant units, your customers will be able to leave comments and spontaneous ratings, which will be your best way of communicating while also reaching potential customers, especially if you manage to achieve positive evaluations. When receiving negative reviews, it is important that you answer them, as this is also a way for potential customers to verify your concern with the quality of the service.
It is also important to note that, as in everything else, communication in this sector is marked by challenges and trends.~
Therefore, it is undeniable the emergence of more and more tourist destinations, as well as types of tourism. Communication is crucial for your brand to differentiate itself and reach those who might be potential customers. Consumers have also been changing, now being more informed and more aware, while also having different wants, needs and expectations. Allied to this, the acquisition of tourist experiences has also changed, with reservations being made in different ways.
That being said, it is important that, in communication in this sector, consider some trends:
1 – In communication, focus on the emotions and experiences you can convey, as tourists are increasingly looking for this. For example, bet on videos with a storytelling format and focus on emotion, as this could result in greater engagement;
2 – Create a mobile application that brings benefits to your customers (for example, you can allow them to accumulate points or offer discounts), while at the same time facilitating their experience. You should also bet on a website that is easy to navigate on and that is adaptable, and which can be accessed using a QR Code;
3 – Include iterative visits through your online platforms, with 360º videos, for example;
4 – Bet on Artificial Intelligence tools, such as ChatBots, for example, which improve the user experience, that can be more personalized;
5 – Give your customers a voice sharing their ratings and comments.
If in tourism communication was already an important tool, with the impact of Covid-19 this importance increased even more. Communication is thus the tool that allows you to make your brand known to your potential customers, differentiating yourself and highlighting your qualities.
By Sofia Neves, press officer in Media em Movimento