We have all been there and know how annoying it can be. We buy a ticket to a tour online, arrive at the pick-up point to then be directed to the box office to exchange our ticket for a bus ticket to then take the tour.

Take a moment to think. Why would a potential customer buy your experience or product?

Marketing to senior travellers can come across as patronising if not done correctly.

I get asked all the time about what our clients, or tourism businesses in general, should do about their competition.

Mobile makes up more than 50 percent of consumer's time so travel brands ignore this at their peril.

Customers attention spans are becoming shorter. A recent study shows the average attention span is now 8 seconds, down from 12 seconds in the year 2000.

Most successful tourism businesses are often more expensive than their competitors and this is because the customer perceives them to offer more value so they do not need to compete on price.

Successful tourism businesses see their website as the centrepiece of their business success, and are willing to invest regularly to keep it updated.

Travellers today are demanding greater authenticity in their experiences with tourism brands. The “one size fits all” approach to content is no longer acceptable.

If you have or are thinking of starting up a travel business, congratulations, but be prepared for a mountain of hard work.