7 Tips to Help “Light the Way” When Marketing in the Tourism Industry


Whether you are coming back from an exhausting day at Disney World or returning to your room after a quaint dinner in Manhattan, most highly rated hotels have one thing in common: a polite, personable concierge. Sometimes, a great concierge can mean the difference between a good hotel experience and a bad one. However, a concierge was not spawned because of the hospitality industry.

The term “concierge” developed from the French Comte Des Cierges, which translates to “Keeper of the Candles.” During the medieval era, a “concierge” would illuminate the castle and guide those who were visiting nobles. The current definition has changed over time, seeing that there is no need for illumination in medieval castles anymore. With that said, BlaineTurner Advertising “lights the way” for its clients on a daily basis especially in the tourism industry.


7 Tips to Help “Light the Way” When Marketing to Tourists

1.  Marketing Image(s) Should be Approachable and Friendly

Your brand’s image should never make a potential visitor uncomfortable, especially in the tourism industry.

2.  The Greeting

Doesn’t “Wild and Wonderful,” West Virginia’s motto for tourism, just make you smile? It’s a classic example of a successful greeting. Your headline should be an invitation for visitors to check out your business.

3.  Acknowledge the Visitor

You must connect with his/her interests in your copy, whether it’s on your Web site or on a flier. If you are marketing to an older demographic of seniors, do not include pictures of teenagers.

4.  Personalize the Interactions

Features are important, but benefits are vital. Personable, descriptive writing grabs a consumer and keeps them interested and allows them to relate. If you were marketing park or trail, “the walking paths are paved, so you will not need hiking shoes” would be an effective way of including the feature . . . and giving your reader a reason why the feature is important to them.

5.  Be Knowledgeable About the Destination

When marketing to tourists, the most important step is including accurate information. The worst thing a business in the tourism industry could do is list a wrong address or leave out admission information. An ice skating rink, most likely, will not be open during the summer, so do not market a warm cup of hot chocolate year-round! Ways of avoiding this are to include a screenshot of your business’ location on Google Maps, nearby facilities, updated admission prices, and the dates that businesses will be open and closed.

6.  Be Proactive, not Reactive

Recommend itineraries and side trips that are geared toward the audience. Go the extra mile to cater to your visitors. For example, the Greater Morgantown Convention and Visitors Bureau has built specific itineraries for families and children, as well as certain routes of travel for motorcycle enthusiasts.

7.  Be Committed

From the first phone call to e-mail to mailing, stay committed to consistency. And it’s not limited to communication. Every touchpoint listed prior to #7 needs commitment to be successful.

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