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Travel is one of the most innovative, exciting industries out there. It’s also one of the most competitive as customers are always looking for new and unique to ways to see the world and experience it more authentically. But even if you have the most amazing travel concept, it’ll come to nothing without a well put together and perfectly executed travel marketing plan. Here are our 3 steps to success.
- Discover. Simply put, a travel marketing plan is an outline of the methods and resources required to achieve your objectives within a specific target market. So at this stage in the plan, it’s all about the discovery, working out who exactly your customers are. And we’re not just talking the very basics here such as ‘families’, but the specifics. Are you targeting adventurous families, or luxury loving families, budget conscious or eco aware? How much do your target audience spend on holiday, how often do they go away, what’s important to them, what do they read, where do they shop? The answers to all of these questions will help you significantly as you develop a comprehensive and informed travel marketing plan.
- Design. From the discovery, comes the design and this is the point where you develop the framework of your plan which should be for at least a year and could be up to five or more. Taking your marketing objectives like market share, feeding in the salient information like opportunities and carefully planning the strategic and tactical elements. Your marketing mix will come into play here, and as you’re in travel, the extended marketing mix will be relevant. Detail each element, developing budgets for specific activities and campaigns and slowly your plan will begin to take shape.
- Deliver. And now you can press ‘go’ and begin the exciting process of delivering your shiny new travel marketing plan. Ensure that each department is working in tandem and that all staff are on board with not only the plan but the thinking behind the plan; who your customers are and what they want and need from you as a brand. Whilst a plan is an essential roadmap to achieving your aims, travel brands also need to be agile enough to adapt and change as the plan progresses. What is working, what isn’t? Monitor, evaluate and refine as you go along.
Follow these three steps and you’ll be well on the way to growing, developing and making more money in the exciting and competitive travel market. Need help developing your travel marketing plan? Get in touch 07947 921296 or email firstname.lastname@example.org. Join our upcoming workshop Creating your strategic travel marketing plan.