The report highlights two major trends. First, the overall travel market has indeed slowed down since its pandemic-era resurgence. However, not all sectors are affected equally, and certain segments are thriving—specifically, high-value travellers like the Explorers and super-spenders who continue to drive the majority of leisure travel spending.

Let’s break down the key findings of this report and what they mean for your tourism business.

The Rise of the Explorers

The Explorers—a high-value group responsible for 60% of total leisure travel spending—are the key to staying ahead in the current market. These travellers represent 51% of the market and are characterised by their love for authentic, immersive experiences. What’s fascinating is that Explorers are not defined by traditional demographics like age or income. Instead, they are driven by values: thorough research, careful planning, and a desire for rich, cultural experiences.

Explorers are booking more activities than the average traveller, especially in the cultural and leisure sectors. Museums, galleries, monuments, theme parks, national parks, and various types of tours (bus, bike, boat, and adventure) are the experiences they seek out most often.

What does this mean for you as a tour operator? It means you need to stop focusing on who your travellers are and start focusing on what they care about. Marketing to Explorers is less about demographics and more about appealing to their values—adventure, authenticity, and immersive travel experiences.

Marketing to Explorers: Shift Your Strategy

Marketing to this group is where most tour operators need to adjust their approach. According to the report, Explorers are driven by brand recognition, not brand recall, but what does this mean?

While they may not immediately remember your brand name when it’s time to book, they will recognise it if they’ve encountered it across multiple touchpoints during their research phase. This reinforces the need for visibility at every stage of their planning journey. 

Your brand needs to be everywhere your Explorers are—whether they’re scrolling through Instagram, browsing destination blogs, or using travel platforms like GetYourGuide. Brand recognition is achievable for most businesses, even those with limited budgets. The key is consistency: ensure your logo, branding, and messaging remain visible and uniform across every channel. This helps build trust and authority, which are essential for competing in today’s crowded travel market.

Solo Travel and International Markets

Another important insight from the GetYourGuide report is the continued growth of solo travel. While solo travel has been trending for years, the report shows it’s more relevant than ever, especially among Explorers and certain demographics. The takeaway here is simple: if you’re not already catering to solo travellers, now is the time to start. This could be as straightforward as offering solo traveller packages or emphasising the safety and community aspects of your tours. 

International markets also remain critical, but the report underscores the need to tailor your marketing strategies based on the preferences of travellers from different regions. What resonates with a European traveller may not work for an American or Australian, so your campaigns need to be adaptable and culturally aware.

Actionable Steps for Tour Operators 

So, what should you do with all this information? Here are the most actionable takeaways from the report:

1. Target High-Value Travelers Like Explorers: Focus your marketing efforts on this group by offering experiences that resonate with their desire for authenticity and adventure. Highlight immersive, cultural, and leisure activities that cater to their interests.

2. Invest in Brand Recognition: Build a presence across all relevant channels, ensuring that potential customers encounter your brand repeatedly. Use consistent visuals and messaging to strengthen trust and familiarity.

3. Leverage Partnerships: OTAs can help you increase visibility, especially if you’re looking to tap into the Explorer market. These platforms act as trusted intermediaries, making it easier for travellers to find and book your tours.

4. Embrace the Rise of Solo Travel: Cater to the growing number of solo travellers by emphasising flexibility, safety, and the unique experiences they can enjoy on their own.

5. Stay Flexible with International Markets: Tailor your marketing strategies to different regions, ensuring that your messaging aligns with the preferences and behaviours of travellers from various parts of the world.

Final Thoughts

I understand why some people didn’t want to believe me back in January. The travel industry was still riding the wave of post-pandemic excitement, and it was tempting to think that growth would continue indefinitely. But now, the reality is setting in: overall travel is slowing, and it’s the high-value travellers—the Explorers and super-spenders—who are keeping the industry afloat.

GetYourGuide is not the only one, Ryan Air and others have also confirmed this. I highlighted this in my post, Boom to Balance, earlier in the year.

If you want to succeed in the current market, you need to focus on what these travellers value most and ensure your brand is consistently visible. By doing so, you can tap into this lucrative segment and ride out the downturn, while your competitors struggle to adapt.

This latest report from GetYourGuide confirms what I’ve been saying all along: the market is shifting, and only those who evolve with it will come out ahead.

The post Hate to say I Told You So but… The Downturn in Travel Confirmed by GetYourGuide appeared first on Tourism Marketing Agency.

Let’s break it down…

Dreaming: Capturing the Spark of Inspiration

Every journey starts with a dream. A traveller sees an Instagram post of a sun-soaked beach or hears a story from a friend about an amazing safari. In this early phase, they’re not actively searching for trips—they’re absorbing ideas. This is where your brand has to play a subtle, yet powerful role: inspire them without pushing them toward a decision.

Your objective: Capture attention. Build desire.

How do you do it?

Visual storytelling: Use stunning imagery and videos that transport them to the destination. Show the experience, not just the logistics. It’s not about what the tour includes—it’s about what the tour feels like.

Content that sparks curiosity: Blog posts, social media stories, and videos that speak to the “why” of travel—why people should visit that hidden gem or experience the culture you offer.

Social proof: Encourage travelers who’ve been on your tours to share their own stories and photos. Real-life experiences resonate more than anything.

By making your brand synonymous with the dream, you’ve set the stage for what comes next.

Planning: Turning Dreams into Tangible Possibilities

Once the spark is lit, travellers enter the planning stage. They move from passive dreaming to active research. Where can they go? What can they do? How much will it cost? This is where you transition from inspiration to information. Now’s the time to offer real value and answer the questions forming in their minds.

Your objective: Make planning easy. Become their go-to resource.

How do you do it?

In-depth guides: Offer comprehensive destination guides, travel tips, or even packing lists. Address all their concerns—from visas and vaccines to cultural insights.

FAQs and clear pricing: Don’t leave room for uncertainty. Be transparent about pricing, inclusions, and any fine print. Make them feel in control of their planning.

Lead nurturing: If they’ve engaged with your website, remarket to them with more detailed content or tailored offers. You’re helping them turn dreams into plans.

Here, it’s all about positioning your brand as their trusted advisor, not just a business pushing for a sale.

Booking: Making the Commitment

The dreamer has now become a planner and is ready to commit. The booking stage is where the stakes are highest. One hiccup in the process—a confusing website, unclear policies, or lack of trust—and they might abandon the whole thing. This is where simplicity and reassurance are key.

Your objective: Facilitate a seamless, trust-filled booking experience.

How do you do it?

User-friendly booking system: Make sure your booking platform is intuitive, mobile-friendly, and fast. Every extra click or page load is a chance for them to bail.

Social proof and guarantees: Display recent reviews, testimonials, and any money-back guarantees prominently during the booking process. Reassure them that booking with you is the right choice.

Urgency and personalisation: Limited-time offers, personalised discounts, or “only a few spots left” notifications can give them that final nudge.

By the time they click ‘book now,’ they should feel excited, confident, and ready for what’s to come.

Cancellation: Mitigating the Risks

It’s the stage we hope won’t happen, but it’s a reality: sometimes travellers need to cancel. How you handle cancellations can make or break their perception of your brand. A traveller might cancel today, but that doesn’t mean they won’t rebook in the future if you handle it well.

Your objective: Make cancellations stress-free. Keep future doors open.

How do you do it?

Flexible cancellation policies: In a world of uncertainty, offer as much flexibility as you can. A traveler may cancel now, but with a good experience, they’ll remember you when rebooking.

Easy refund or rebooking options: Streamline the process of cancellations and refunds, or better yet, offer rebooking options with clear terms.

Positive tone: Approach cancellations with empathy. A personalized message that expresses regret at the change and hopes for a future booking can leave a lasting positive impression.

A cancellation doesn’t have to be the end. It can be a bridge to a future relationship.

Experiencing: Delivering on the Promise

This is the moment everything has been building toward—the actual experience. At this stage, your job is to ensure that what they booked lives up to the dream they’ve nurtured through all those stages. Their experience on the tour or activity will shape how they feel about your brand long after they return home.

Your objective: Deliver an unforgettable experience that matches (or exceeds) their expectations.

How do you do it?

Attention to detail: From guides to logistics, every part of the experience should feel smooth and thoughtful. Make sure the traveler feels cared for at every step.

Surprise and delight: Exceed expectations by going beyond what was promised—whether it’s a small gift, an extra stop on the tour, or personalising the experience based on what you know about the customer.

Real-time feedback: Encourage travelers to share their experience during the trip. This not only shows you care but also allows you to correct small issues before they turn into big problems.

A flawless experience transforms a one-time customer into a long-term advocate.

Sharing: Turning Experiences into Advocacy

When the trip ends, the journey doesn’t. The final stage is where travelers share their experience with friends, family, and, most importantly, the internet. A glowing review or social media post can do more for your business than any paid ad.

Your objective: Turn customers into brand advocates.

How do you do it?

Post-experience follow-ups: Send a follow-up email thanking them for choosing you and encouraging them to leave a review or share their photos. Make it easy for them to spread the word.

Incentives for reviews: A small discount on a future booking or a free gift in exchange for an honest review can help boost your online reputation.

User-generated content: Encourage your customers to tag your brand on social media or use a branded hashtag. Their posts act as authentic word-of-mouth marketing.

The more satisfied travellers share their stories, the more potential customers you inspire to start their own journey—from dreaming to booking.

Final Thoughts

Mastering the full customer journey means understanding that your role doesn’t end when someone books a tour. Each stage—from the dreamy beginnings to the post-experience sharing—offers opportunities to engage, build trust, and create lasting loyalty. The real art lies in recognising that you’re not just offering a tour; you’re guiding your customers through a full, rich journey from the moment they imagine it to the moment they share it.

New Lookers into Bookers Book

If you would love more advice on how to grow your tourism business, I will soon be releasing my new book, Lookers into Bookers: The Tourism Marketing Blueprint. Everything you will see in this book is 100% the strategy we took for a real tour operator. No filter. No bullshit. Just the facts.

In this book, I will cover the exact approach we took to help grow their leads, bookings and, ultimately, their business.

You can register your interest here: https://forms.gle/YkUyypAWKBMDog3u9

The post The Art of Turning Lookers into Bookers: Mastering the Customer Journey appeared first on Tourism Marketing Agency.

But as an agency owner, a lot of this bad experience comes down to how that agency educates its customers and clearly manages expectations. In some instances, it also comes down to out and out lying on the agency’s part. So many agencies out there will offer guarantees and promises they simply can’t keep because it’s not possible for them to do so.

If agencies could guarantee number one on Google rankings or ten times the increase in bookings, then we would all be doing it. But there are so many nuances. that make these promises impossible. 

Now some of you may be wondering why I am writing this because being the owner of a tourism marketing agency myself, and as someone who has worked in this industry for over 32 years, you may think that this is business suicide. Personally, I think that what I’m about to disclose needs to be said.

There is often very little open discussions about using marketing agencies and many tour operators and suppliers are regularly misled about what they can expect when working with an agency. So with this in mind, I want to cut through the bullshit and offer my own perspective of the situation.

So let’s start with myth one…

Myth 1: Agencies Can Promise ROI Right Off the Bat

So, you’re thinking about hiring an agency and your first question is, “What’s the ROI (Return on Investment) I can expect?” Look, I get it. You want to know if your hard-earned cash is going to be well-spent. But let me break it to you: determining ROI at the proposal stage is impossible. Why? Because we haven’t even scratched the surface of understanding your business, your competition, or even if there’s a market for your experience.

All we can do is give you a ballpark figure based on industry averages or past experiences with similar businesses. But remember, your business is unique, and we need data to provide a more accurate ROI. If an agency is upfront about this, you’re off to a good start.

Myth 2: Immediate Results Are Guaranteed

I’ve seen it happen: around month three or four, operators start getting antsy because they’re not seeing immediate results. I get the anxiety, but let’s be clear—marketing takes time. The first few months are usually spent on research, strategy development, and creating marketing materials.

And don’t forget, there’s a testing phase to see how effective those strategies are. If you’re expecting to be on Google’s first page within a few weeks, chances are the agency is using some sketchy tactics that will hurt you in the long run. So, patience is key. Give the agency the time they need to set you up for long-term success.

Myth 3: Agencies Can Guarantee Bookings

Now, this is the big one. I’ve seen agencies promise 10x returns and even “COVID-proof” marketing. Let’s cut through the BS: these are just sales tactics preying on desperate business owners. The truth is, no agency can guarantee bookings. Why? Because we don’t control your sales team, your booking system, or how well you run your tours.

What we can do is drive qualified traffic and leads to your business. From there, it’s up to your sales process and customer service to close the deal. If you’re struggling with bookings, maybe it’s time to look at your reviews or your website’s user experience. Sometimes the issue isn’t marketing; it’s the business itself.

The Bottom Line

Look, no one’s perfect—not even my agency. Sometimes things go south, and plans don’t work out. But if you’re considering working with a marketing agency, don’t fall for the smoke and mirrors. Make sure they’re transparent about what you can realistically expect. Ask them about their research process and how long it’ll take to launch that first campaign. If they start making promises that sound too good to be true, run the other way.

So there you have it, the unfiltered truth about working with marketing agencies. I hope this clears up some misconceptions and helps you make an informed decision. After all, we’re all in this to succeed, right?

The post Three Things Some Marketing Agencies Won’t Tell You appeared first on Tourism Marketing Agency.

1. Respond Quickly and Professionally

Always reply to negative reviews promptly. Acknowledge the customer’s concerns, thank them for their feedback, and maintain a professional tone throughout. This shows you value their opinion and are committed to addressing their issues.

2. Address Specific Complaints

Directly address the issues raised in the review. If possible, explain how you’ll resolve the problem or prevent it from happening again. This reassures both the reviewer and potential customers that you take feedback seriously.

3. Take the Conversation Offline

For more complex issues, invite the reviewer to discuss the matter privately via email or phone. This allows for a more personal resolution and keeps the details of the problem out of the public eye.

4. Learn and Improve

Use negative reviews as a learning tool. Identify recurring issues and make necessary changes to your services. This not only improves your offerings but also reduces the chances of similar complaints in the future.

5. Highlight Positive Reviews

Balance the impact of negative reviews by showcasing positive feedback on your website and social media. Encouraging satisfied customers to leave reviews helps to build a stronger, more positive online presence.

Conclusion

Dealing with negative reviews can be challenging, but how you handle them is crucial. By responding promptly, addressing specific concerns, and using feedback to improve, you can turn a negative situation into a positive one. Remember, potential customers are often more interested in your response to a review than the review itself, so make sure it reflects your commitment to excellent customer service.

The post Dealing with Negative Reviews: Turning Challenges into Opportunities appeared first on Tourism Marketing Agency.

You can download a PDF version of the above here.

The Importance of Balanced Sales Channels

Building your business with a balanced array of sales channels gives you greater control over your company’s trajectory and success. A diversified revenue stream ensures that your business is not overly dependent on any one channel, thereby reducing the risk of financial instability. Here’s why creating balanced revenue streams is vital:

1. Risk Mitigation: If one revenue stream falters, others can help keep your business afloat.

2. Increased Stability: Diverse income sources contribute to a more predictable and stable cash flow.

3. Enhanced Control: With multiple channels, you have more levers to pull to influence business outcomes.

4. Opportunities for Growth: Different channels can provide unique insights and opportunities for expanding your business.

If more than 50% of your bookings come from a single non-direct sales channel, your business becomes particularly susceptible to external shocks that could be financially devastating. To mitigate this risk, it’s essential to balance your revenue streams across three main sales channels: local partners, OTAs, and direct sales.

Local Partners

Developing local partnerships through face-to-face meetings is a highly underutilised method for generating opportunities and sales. Aim to expand your partner list to at least 100, as typically around 20 partners will make purchases from you in any given year. This approach is not only effective but also cost-efficient, as it generates revenue without incurring marketing or OTA fees. The key is to invest your time in nurturing these relationships.

Tips for Growing Local Partnerships:

• Attend local networking events and tourism industry gatherings.
• Collaborate with local hotels, restaurants, and attractions to offer package deals.
• Provide incentives for referrals and repeat business from local partners.

OTAs (Online Travel Agents)

OTAs play a crucial role in a tour operator’s revenue stream, offering extensive reach and customer acquisition capabilities. However, it is essential to balance OTA bookings with direct channels and support them with strong local partnerships. This balance creates a more secure financial foundation for your business.

Strategies for Effective OTA Management:

• Diversify across multiple OTAs to avoid over-reliance on a single platform.
• Monitor and optimise your listings regularly to maintain high visibility.
• Use OTAs to attract new customers, then encourage direct bookings for repeat business.

Direct Sales

Increasing direct sales enhances business security, yet many tour operators struggle with this due to upfront marketing costs. While generating revenue through OTAs and partners, allocate funds to build a marketing budget. Use this budget to hire a marketing professional or agency to grow your direct bookings over the next 12 months, understanding that this process takes time.

Steps to Boost Direct Sales:

• Invest in a user-friendly, SEO-optimised website with a seamless booking process.
• Utilise social media, paid advertising and content marketing to engage directly with potential customers.
• Offer exclusive deals and loyalty programmes to incentivise direct bookings.
• Gather and showcase positive reviews to build trust and credibility.

Conclusion

Diversifying your revenue streams is not just a strategy for growth but a necessity for survival in today’s volatile market. The sudden removal of experiences by platforms like Airbnb serves as a stark reminder of the vulnerabilities associated with dependence on a single revenue source. By developing local partnerships, effectively managing OTA relationships, and investing in direct sales, tour operators can create a balanced and resilient business model that can withstand market fluctuations and continue to thrive.

Embrace the strategy of diversified revenue streams to secure the future of your business. Start today by evaluating your current sales channels and planning how you can achieve a more balanced, robust financial footing.

The post Establish Balanced Revenue Streams for a Thriving, Secure Tour Business appeared first on Tourism Marketing Agency.

While not every destination is affected, many are feeling the impact. For instance, some operators in New Zealand have witnessed an increase in US-based travellers, whereas certain European destinations and domestic travel within several states have seen reductions.

One of our clients relayed that OTA TourRadar informed them of slowed bookings, with lead times extending to at least 150 days.

So, what factors could be contributing to this trend, and what actions can be taken?

Let’s first examine some available data:

Key Trends:

Mixed Signals: While there isn’t a definitive consensus regarding a major slowdown, certain indicators suggest a cooling of travel enthusiasm compared to the ‘revenge travel’ surge of 2023. Essentially, we seem to be returning to pre-2019 levels. The US Travel Association noted growth in travellers visiting the US in 2023, but 2024 began ‘on a softer note.’

Inflation’s Impact: Rising costs of living due to inflation are influencing people’s travel decisions significantly. Travellers are likely becoming more selective about destinations and the frequency of their trips. This trend has been widely reported by Deloitte and Skift. Skift Research, in its newly published 2024 Global Travel Outlook, predicts deceleration in revenue growth for the travel industry.

Increased Interest in Alternative Travel: There appears to be a shift toward more budget-friendly travel options as prices soar in certain parts of the world.

The Airbnb Clampdown Effect: With destinations increasingly clamping down on Airbnb and other private rental properties, there’s been a ripple effect. This crackdown has led to fewer available properties, significantly driving up prices for both rentals and hotel rooms. The situation in Scotland during the Edinburgh Fringe is a prime example, where some acts are withdrawing due to unaffordable accommodation prices.

Conflicts Abroad: Unfortunately, conflicts in Ukraine, Gaza, and the uncertainty in the Middle East are also impacting travel to Europe. Some travellers, albeit inaccurately, perceive the war in Ukraine as a ‘European’ conflict, which makes them apprehensive. Travel to Egypt has also slowed due to the situation in Gaza.

US Election Years: Virtuoso recently analysed its network’s sales data for presidential election years and the preceding years, finding a correlation between election years and slowdowns. On average, US sales increased by 14.3% in the year before an election year, but only by 2.9% during the election year itself. (We’re currently in discussions with OTA platforms to gather more data on this aspect and hope to share findings soon.)

So, rather than a dramatic slowdown, it might be more accurate to say that US outbound travel is perhaps normalising after the surge of 2023. Travellers are taking longer to book travel-related products than they have over the past two years. However, this poses challenges as many operators have structured their businesses around 2022/2023 sales levels, essentially living up to their means. Indicators clearly suggest that this trend may not persist, so it may be time for some operators to reconsider their product offerings and business strategies.

What can you do about it?

Although slow booking may not be down to one single thing mentioned above, what is becoming clear from the many operators I speak with is that they are having to work harder to close the bookings.

Below are some suggestions to think about if you want to try and increase bookings:

1. Diversify Product Offerings: Given the shift towards budget-friendly travel options, consider diversifying your product offerings to cater to different segments of travellers. This could include introducing budget-friendly packages, off-peak season deals, or curated experiences that offer value for money.

2. Flexible Booking Policies: With travellers becoming more cautious and selective, offering flexible booking policies can instil confidence and encourage bookings. Consider flexible cancellation policies, allowing changes to travel dates, and offering refunds or credits for future bookings. It worked well during the pandemic, and will likely work just as well now.

3. Target Niche Markets: Identify niche markets that are less affected by current trends and tailor your marketing efforts towards them. This could include targeting eco-conscious travellers, adventure enthusiasts, or wellness seekers with specialised travel experiences.

Business travel is one part of the sector that is growing. By offering corporate and team building experiences, you can tap into a domestic audience that may have never been an option before. BTN has reported that United Airlines has seen a 14 percent increase in corporate travel so far this year. The US Travel Association also reported that “Business travel will regain 95% of its 2019 level in 2024, up from 89% last year.” However, they also padded that: “Slowing economic growth will hinder domestic business travel’s recovery, with a full comeback in volume not expected until 2026.”

4. Localised Marketing Campaigns: Instead of focusing solely on international travellers, consider targeting domestic travellers within your region or neighbouring states. Create localised marketing campaigns highlighting unique experiences, hidden gems, and lesser-known attractions to attract domestic travellers.

5. Partnerships and Collaborations: Collaborate with other businesses within the travel industry to create joint promotions, packages, or experiences. This could include partnering with local hotels, restaurants, or activity providers to offer bundled packages or exclusive discounts.

6. Double down on Digital Marketing: Invest in digital marketing strategies to reach and engage with potential travellers more effectively. This could include leveraging social media platforms, search engine optimization (SEO), content marketing, and email marketing to showcase your offerings and engage with your audience.

• User-Generated Content Campaigns: Encourage travellers to share their experiences through user-generated content campaigns on social media platforms. Encourage the use of branded hashtags, run contests or giveaways, and feature user-generated content on your website and social media channels to showcase authentic experiences and inspire others to book.
• Influencer Partnerships: Collaborate with travel influencers and content creators to promote your brand and offerings to their engaged audiences. Identify influencers whose audience aligns with your target market and work with them to create sponsored content, reviews, or travel guides that showcase your destination or experiences.
• Search Engine Marketing (SEM): Invest in search engine marketing strategies such as pay-per-click (PPC) advertising to increase visibility and drive traffic to your website. Target relevant keywords related to your destination, activities, or niche markets to ensure your ads appear prominently in search engine results.
• Retargeting Campaigns: Implement retargeting campaigns to re-engage website visitors who have shown interest in your offerings but haven’t yet booked. Use targeted ads across social media platforms and display networks to remind potential travellers of your brand and to encourage them to complete their booking.
• Email Marketing Automation: Utilise email marketing automation to nurture leads, send personalised offers, and provide valuable travel insights and tips. Segment your email list based on traveller preferences, past booking behaviour, or demographic information to deliver relevant content and promotions that resonate with your audience.
• Focus on Search Engine Optimisation: Optimise your website and content for search to capture travellers searching for experiences in specific destinations or regions. This includes optimising meta tags, local keywords, and creating location-specific landing pages to improve visibility in local search results.

7. Enhance Customer Experience: Focus on enhancing the overall customer experience to encourage repeat bookings and positive word-of-mouth referrals. This could involve providing personalised recommendations, excellent customer service, and post-trip follow-ups to gather feedback and address any concerns.

8. Stay Informed and Adapt: Continuously monitor industry trends, consumer preferences, and market dynamics to stay informed and adapt your strategies accordingly. Remain flexible and agile in responding to changes in the market; this will help you stay ahead of the competition.

Final Thoughts

You might count yourself among the fortunate few who haven’t yet felt the impact of the travel slowdown. For those of you operating in the multi-day tour space, you might currently find yourselves bustling with activity. However, it’s worth considering: how many of these bookings originated in 2023? How are 2024 bookings for later in the year or into 2025 compared to previous years?

While there’s no need for alarm bells just yet, it’s essential to acknowledge that the era of “revenge travel” from the past couple of years has come to an end. It’s prudent to prepare and to have a contingency plan in place for the inevitable slowdown that, as the data suggests, is starting to happen to quite a few destinations and niches.

Update 18th July 2024

Recent Observations from the Irish Tourism Sector

After speaking with a client who had a discussion with the Irish tourism board, they have noticed a noticeable downturn in several areas…

Tours and Activities: There has been a decrease of up to 20% in bookings compared to last year

Flight and Hotel Prices: Despite lower prices, the volume of travellers has not matched last year’s levels.

Domestic Tours and Activities: These have seen a significant decline, reflecting a broader hesitation among travellers.

Impact of Major Sporting Events on Travel

This year’s major sporting events, such as the UEFA Euros in Germany and the Olympics in Paris, are significantly influencing travel habits. Many potential travellers are choosing to stay home to watch these events, choosing to delay travel until these events are over or are traveling specifically to these locations, resulting in fewer trips to other destinations.

Update 24th July 2024

Airlines seeing that consumers are ‘cutting back’

Ryan Air recently informed the industry that they are seeing a huge decrease in consumers travelling.

For tour operators, they mentioned a rise in last minute bookings!

“The company said cost-conscious passengers were cutting back while the timing of Easter holidays had also hit earnings.”

“After two years of growth in travel demand, “there’s a bit of pushback.”

“The weak results may suggest that a post-pandemic boom in pricing enjoyed by airlines could be coming to an end, with other carriers having recently warned over falling ticket prices.“

“Performance over the rest of the summer is ‘totally dependent’ on more last-minute bookings and those in August and September in particular.”

“Lufthansa has also pointed to “negative market trends”, while Air France-KLM warned of a financial hit after fewer people than expected booked flights to Paris for the forthcoming Olympic Games.”

The post From Boom to Balance: Navigating the Travel Slowdown appeared first on Tourism Marketing Agency.

Let’s Dive into Google’s Consent Mode

Google’s Consent Mode puts the power in our hands when it comes to tracking and tagging users based on their consent status. When someone visits our website, they’re given the choice to opt in or out of cookies and other tracking technologies for personalised ads. If they opt out, Consent Mode adjusts its behaviour to respect their decision while still providing advertisers with the necessary data to work their magic.

Key Features of Consent Mode

Firstly, there’s conversion measurement. Consent Mode allows us to measure ad performance even if users opt out of tracking cookies. It’s like a workaround that keeps everyone happy, maintaining user privacy while still giving us valuable insights.

Then, there’s ad personalisation. For those who consent to tracking, we can serve up personalised ads based on their browsing habits. But for those who prefer to keep things low-key, ads will be tailored based on context rather than individual data.

Deadline for Implementation

Google has set a firm deadline for implementing Consent Mode on our websites of March 2024. If we want to avoid any disruptions to our Google ad services, we need to integrate Consent Mode by the specified date. Failing to do so could result in penalties and a blow to our ad revenue – definitely not something we want to risk.

Challenges and Considerations

Now, let’s address the elephant in the room – the implementation challenges. While Consent Mode offers great benefits, getting it set up on our websites may require some technical know-how. Plus, ensuring smooth operation across various platforms and devices is crucial. And let’s not forget, implementing Consent Mode may come with a cost that we need to factor in.

Conclusion

Running Google ads in the EU/UK? You can’t afford to overlook this requirement. Failing to implement Consent Mode could mean your ads won’t run at all.

The post Adapt or Lose: The Importance of Consent Mode for Google Ads appeared first on Tourism Marketing Agency.

Just last year, companies focusing on women-only travel have seen a 230% increase in bookings. Not only that, a whopping 64% of all travellers worldwide are women, with 84% of these being solo travellers! Let that sink in.

Now, you might chuckle that this means men could be a bit more attached and needy (let’s face it, most of us are… apart from Pete!), but the real takeaway is the growing eagerness among women to explore the world on their own terms. This is set to result in a $125 billion spent by women on travel this year alone.

So, what’s the market looking like?

25% of all Americans are daydreaming about solo adventures, and flight searches for solo trips are through the roof compared to last year.

A survey from Solo Traveler World reveals that the majority are in it for the freedom to see the world without waiting on anyone else. They’re all about spontaneity, freedom, and yes, personal growth. But it’s not just about the why; it’s also the how—most are going at it independently, while a significant number are open to group travels too. This highlights that some are happy to meet other solo female travellers to make new friends.

In terms of spend, we’ve got everything from budget-conscious to luxury lovers. And when it comes to destinations, Europe’s the top pick, with the US and Southeast Asia not far behind.

For those who hate stats, ignore the information below, but for those who do, I have listed some key stats that will help inform your strategies. I advise you take a look however as all this info is gold if you’re crafting tours and experiences for this growing demographic.

Sorry, bunch of boring stats incoming…

• 25% of all Americans (83 million people) are considering taking a solo trip.
• Searches for single-traveller flights are 36% higher for 2023 travel than in 2022.
• 84% of solo travellers are women.
• 59% of female solo travellers would travel alone again in the next 12 months.
• 42% increase in solo traveller bookings over the last two years.
• The large majority of solo female travellers were aged between 45-65+

But the question is, why and how do they want to travel?

A recent study by Solo Traveller World found out both the why, the how, what they are willing to spend and the where…

The Why

• 63% – I want to see the world and I don’t want to wait for others
• 57% – I want to do what I want when I want
• 46% – I like the feeling of freedom and independence
• 42% – I want to meet new people
• 33% – Personal growth
• 40% – I have different interests than my friends
• 12% – My partner does not want to travel as much as I do (get rid of that partner!)

The How

• 69% – Independent
• 60% – Group
• 23% – Urban
• 41% – Adventure
• 38% – Budget
• 20% – Luxury

The Spend (per week)

• 13% – $1,000 or less
• 34% – $1,000 to $2,000
• 29% – $2,000 to $3,000
• 15% – $3,000 to $4,000
• 9% – Over $4,000

The Where

• 30% – Europe
• 9% – United States
• 6% – Southeast Asia

How to attract the solo female traveller

First things first, understand that these travellers cherish their autonomy. They’re looking to explore on their terms, free from the constraints of a pre-set schedule. Your job? Provide the flexibility they crave. Think custom itineraries and a buffet of activities to choose from.

Think about creating inspirational and/or thought provoking content, targeting their specific needs and wants. Here are some examples…

Empowerment: Ads and content that feature inspiring testimonials from women who have travelled solo with your company, focusing on empowerment, growth, and independence.

Safety and Security: Emphasise safety measures in your marketing materials. Women travelling alone often prioritise safety, so highlighting features like 24/7 customer support, vetted accommodations, and safe transportation options can be appealing.

Community Building: Create opportunities for solo travellers to connect with each other. This can be through Facebook groups (highly recommend) or in-person meetups. Encouraging a sense of community can make the female solo travel more at ease.

Personalised Travel Experiences: Offer customizable tour options that cater to the unique interests of solo female travellers. This could include themed tours, such as wellness retreats, cultural immersions, or adventure sports, allowing them to tailor their experiences to their preferences.

Authenticity and Passion: Share your brand story to showcase authenticity and passion for what you do. This resonates well with solo female travellers looking for genuine experiences. This is vitally important if you are a female led business.

Share Stories from Past Customers: Feature any positive testimonials from female customers on your website and/or on review sites. While it is always helpful for women to read reviews about companies, it is even more important that they can read specifically from other women about what they experienced. Video testimonials are huge here. Check out this customer story page from France of a Lifetime.

If you are a male led business, step aside

When it comes to marketing, particularly in the realm of solo female travel, having a female lead the campaigns can offer a unique and authentic perspective that resonates deeply with the target audience. Women are more likely to understand the nuanced concerns and aspirations of other women, especially regarding empowerment and safety.

Women can craft messages that speak genuinely to the experiences of solo female travellers, creating a sense of trust and understanding. They can also better identify with the emotions and motivations behind a woman’s decision to travel alone, whether it’s for personal growth, adventure, or the freedom to explore without constraints.

Moreover, when a brand’s marketing is led by a woman, it often feels more relatable to female consumers. It’s about seeing one’s reflections in the brand’s story, which adds an invaluable layer of credibility and sincerity to the message.

In conclusion, tapping into the solo female traveller market requires a thoughtful and nuanced approach. By focusing on empowerment, safety, flexibility, community, and inclusivity, you can create marketing strategies that not only resonate with this demographic but also empower them to explore the world on their own terms.

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While I do agree more protection is required for us all, it is becoming extremely hard to track a customer’s journey from start to finish. In fact, in our industry, it is now pretty much impossible. 

To add more complexity to reaching your customers, those of us in the European Union will now have an option to subscribe to Facebook and Instagram to make the platforms ad free, meaning anyone who does so will never see your ads.

With all these restrictions in place, is Facebook still a viable option for tour operators? In this article, I will explain the pros and cons of marketing with Meta in the EU.

Facebook introduces a paid for, ad-free service

Meta has announced that, beginning in November, European Union members using Facebook and Instagram will have the option to access versions of these platforms without advertisements, at a monthly cost. This move aligns with the EU’s strict data privacy regulations.

Desktop browser users will be subject to a monthly fee of €9.99. On the other hand, individuals using the services through apps on devices running Apple’s iOS or Google’s Android will incur a fee of approximately €12.99 per month — a price increase that accounts for the app stores’ in-app purchase fees.

What does this mean for us in the EU? If we want ad free platforms on both desktop and mobile, we would need to pay €22.98 per month for the privilege.

Do you manage multiple accounts? Up until March, all linked Facebook and Instagram accounts will be covered by the cost. After that, Meta will start charging €6 for each extra web account and €8 for smartphone accounts.

After a ruling by the European Union’s highest court that the corporation cannot use personal information to target individuals with personalised adverts without first obtaining their approval (which I agree with), Meta is now offering a subscription alternative.

Will Europeans pay for an ad-free Facebook?

I have doubts that many would pay a subscription for an ad-free account in this current form, but some will. I feel it is too expensive for most people and the EU think the same as it was reported earlier this month that European regulators were examining the extent of the fees and if they were too high for individuals who wish to avoid being targeted by advertisements.

If the price was to come down to say €5 per month, that is when I see many opting in.  This would be devastating for businesses looking to market to potential customers. 

I can actually see this fee being incorporated into the Meta Verified program in future.

The main issue I see with this is that you will be unable to run retargeting campaigns to existing customers as they may have this option switched off. That is the main difference between all the other recent changes and restrictions that have been put in place.

10 Potential Issues for Marketers with Meta’s New Facebook Paid Subscription

1. Restrictions on Identifier for Advertisers (IDFA)

This update led to restrictions on accessing data from the Identifier for Advertisers (IDFA), which is a unique identifier used for targeted advertising.

2. Opt-in Tracking

Users on Apple devices running iOS 14 or higher are now prompted to opt-in or opt-out of tracking by applications, affecting not just Facebook but other platforms like Instagram, Snapchat, TikTok, and Pinterest as well.

3. Aggregated and Delayed Data

There’s a process that restricts, aggregates, and imposes a delay on actions performed by the user within mobile apps or websites for advertising platforms like Facebook.

4. Targeting and Tracking Changes

The update brought about limitations in targeting and tracking for Facebook Ads, affecting key advertising metrics like return on ad spend and cost per purchase.

5. Reporting Challenges

Due to the iOS 14 update, advertisers have encountered challenges in getting accurate reporting, with issues like failing to see conversions on Facebook ads reporting despite making sales.

6. Impact on Ad Performance

Advertisers have experienced a downturn in Facebook and Instagram ad campaign performance across the board, with negative impacts in key areas such as targeting, reporting, and optimization.

7. Further Targeting Restrictions

Facebook introduced more targeting restrictions in 2022, such as removing certain ad targeting options related to health, sexual orientation, and cultural specifics (amongst others).

8. Event Limitation and Conversion Optimization Windows Deprecation

There’s an 8-event limitation on each domain, requiring advertisers to rank them in order of importance within Ads Manager, along with the deprecation of conversion optimization windows【20†(Portent)】.

9. Sharp Decline in Traffic and Audience Size

Advertisers observed a sharp decline in reported traffic and returning users from Facebook ads on mobile devices, along with a decline in the size of website-based custom audiences.

10. Data Reporting Delays and Inaccuracies

Results seemed to be dropping off, data reporting is delayed, and tracking could be inaccurate due to the update.

Although the exact percentage of users who turn off cookie tracking may vary by region within the EU, the average is around 30-40%. In Germany, it is 49%! In the UK, it is around 29% that reject cookies and in the US it is a huge 68%!

Is Meta still a viable platform to run ads on?

Facebook has approximately three billion monthly active users as of the second quarter of 2023,​ whilst Instagram is estimated to have over one billion monthly active users worldwide in 2023. Even if 20% of users in the EU pay the subscription to Facebook, which I doubt will happen at the current price point, the potential to reach new customers is still huge.

Again, some destinations may be worse affected than others, but generally speaking, you should still be able to run successful ad campaigns to potential customers.

There is another way to look at it:

You may end up having better-performing campaigns as those who do subscribe probably would not be your customers anyway, leaving you with a customer happy for you to advertise to.

If you are advertising to a destination that may have a high opt-in rate, then you may need to start reevaluating your business and the demographics you target. Keep an eye on your campaigns over the next 3 months and see how they perform, taking action accordingly.

Use server-side tracking on your Facebook pixel to regain some data

Facebook’s server-side tracking — also known as CAPI (Conversions API) — is part of its suite of tools aimed at helping businesses measure and optimise the performance of their advertising campaigns on the platform. 

Unlike client-side tracking, where data is collected directly from the user’s browser, server-side tracking involves sending data from the advertiser’s server to Facebook’s servers. This method of tracking is often seen as more reliable and secure since it’s less prone to issues like browser restrictions, ad blockers, and cookie consent preferences that can interfere with data collection on the client side.

Additionally, the gradual phasing out of third-party cookies in many browsers has further amplified the importance of server-side tracking. By shifting the data collection process to the server, advertisers can bypass many of the challenges associated with client-side tracking, ensuring more accurate and comprehensive data collection. This, in turn, allows for better analysis, optimization, and overall improved performance of advertising campaigns on Facebook.

CAPI is not free however; it is a separate paid service.

You can run some booking platforms through the likes of Zapier to push bookings to Facebook’s pixel to manage server-side tracking. This is the cheapest option I have found; it is also a lot easier to set up than an AWS server for example.

There is still a downside however

Due to the nature of booking platforms in our industry, most of which are widgets on a page, you still can no longer track if a customer clicked on an ad, navigated around your site and then booked.

As your booking platform is from a different domain, Facebook will not link that person to that booking. Even if your widget is on your website domain, it is still treated as a separate source from it. Cross-platform and cross-domain tracking no longer works the way it used to.

The only way to track a full booking process is to have a custom booking flow built on your website. Some well-known booking platforms do offer an API to allow you to do this, Palisis TourCMS and Rezdy are two that spring to mind, but there are not many. It can also be very expensive to build.

Conclusions

In an ever-evolving digital landscape, Meta’s platforms continue to hold a pivotal position in the realm of marketing and advertising. With a massive user base spanning across various demographics, they provide a fertile ground for brands to interact with potential customers. These platforms are adept at facilitating meaningful engagements at every stage of the consumer’s purchase journey, from awareness to consideration and, ultimately, to conversion.

Moreover, when integrated within a broader digital marketing strategy that includes Google Ads and other advertising channels, Meta’s platforms can significantly enhance the overall reach and impact of campaigns. This multi-channel approach not only ensures a wider audience reach; it also provides multiple touchpoints for consumers, thereby amplifying the chances of conversions.

However, the efficacy of advertising on Meta’s platforms in today’s scenario requires a nuanced understanding of the target demographics and a creative approach to messaging. It’s not just about reaching a vast audience; it is also about reaching the right audience with a message that resonates. In light of the various data privacy measures and ad tracking restrictions, advertisers need to exhibit creativity in how they segment their target audience and craft their messaging. This might entail exploring unconventional demographics or devising messages that stand out in a crowded digital space.

Furthermore, leveraging the insights garnered from other advertising channels like Google Ads can provide a more holistic understanding of consumer behaviour and preferences. This data can be instrumental in refining the targeting and messaging strategies on Meta’s platforms, ensuring that the advertising content is both relevant and engaging.

While the digital advertising landscape may pose certain challenges, the potential for achieving meaningful interactions and conversions on Meta’s platforms remains substantial. Advertisers who are willing to adapt to the changing dynamics, think creatively in terms of targeting and messaging, and adopt an integrated approach to digital advertising are well-positioned to extract significant value from their advertising efforts on Meta’s platforms.

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Virtual tours, artificial Intelligence, autonomous vehicles, how we accept cash, how we travel… it has all changed. And these changes are happening at such an alarming rate that opportunities may pass you by before you realise your competitors have had a head start.

Although this opinion piece is somewhat speculation, it is an educated guess on what we see happening today in and around our industry. It is to help you better understand what may be around the corner for tours and activities so you can at least look into the various aspects and ascertain how it will affect your tourism business.

The Rise of Artificial Intelligence

Most tour operators I speak to either say “AI will never replace in-person tour guides” or “People will never go for them”. Personally, the latter is completely wrong, the first is completely right… but there will be a market for AI.

In-person tour guides will always be the most desired and will become the premium tourism experience. Tour operators will be able to charge that little bit more for a more personalised experience. An AI tour guide option, on the other hand, will help generate extra revenue as you conduct the in-person tours.

Just like audio tours — which were equally dismissed when they first arrived — AI guided tours will allow you to reach a much wider audience. Imagine being able to deliver that experience in multiple languages without you ever speaking a word or having to learn 15+ languages. It allows you to be in many places at the same time, generating a passive income.

Although still in its infancy, AI has come a long way. Take Descript as an example. I spent 30 minutes reading a bunch of random scripts so that this platform could learn my voice and mannerisms. I then uploaded the introduction to one of the tours on johnenglandtours.com. The results are simply incredible…

Although there are some issues with pronunciation and inflections, 90% of this is spot on and it does sound like me. Can you imagine this mixed with a Deep Fake of your own face?!? The technology is moving at such a fast pace that in 5 years time, let alone 15, reality will be indistinguishable.

Alex Bainbridge of Autoura, has been working on an AI delivered experience called Sahra, that aims to provide a platform for this type of experience. Alex experimented with an AI generated ‘human’…

Again, although not perfect, it’s an incredible example of this early technology. Let me be clear: that is not a real person but a fully computer generated ‘human’.

I see this as an amazing opportunity for operators to generate extra revenue in a passive income model. Those who dismiss it are simply missing its potential.

The Death of Physical Cash

In many countries, we were already heading toward a cashless society, but this may have taken another 50 years or so. Because of Covid, I can see this happening within the next 10-15 years. I am already seeing many retail stores, hospitality venues and experience providers accept cards only; this has been expedited because of the pandemic. I very rarely carry cash, too. Between the pandemic and environmental issues we currently face (most ‘paper’ money is plastic!), I can see physical cash being phased out entirely.

Autonomous Vehicles Will Become Normal

Driverless, or autonomous, vehicles are here now and will only become more popular. These types of vehicles will become extremely popular within cities, but even within more remote villages and towns we will see the technology grow rapidly. Take a look at this video from China of a driverless vehicle travelling around a rather challenging environment…

In an area full of people cutting in front of the car and all the other environmental obstacles, the car performs arguably safer than a human being. An AI does not get frustrated or impatient, so is less likely to do something stupid.

From a tour and activity standpoint, imagine taking your customers around part of a tour to be dropped off with an in-person guide and then continue the journey with an AI guide with that same in-person tour guide’s voice…in many languages! These types of hybrid tours will open up new doors and revenue opportunities for tour operators.

No One Will Own a Car

From what I see within the industry, car manufacturers are building fewer and fewer cars each year. Between this and pressure from governments to switch to electric and wanting to create less waste, car manufacturers are looking at ways to generate revenue. This is when, I believe, most will turn to the Netflix concept and provide a subscription-based model.

In 15 years time, you may be in need of a car, so you will simply order one on your phone and one will turn up outside your home ready to use. This will have major positive implications for our lives and the environment. Imagine no need for on-street parking. Buildings can be more creative as they no longer need to leave space for vehicles near or at homes. Public transport will change and evolve as well. 

Experiences will also change, with tour operators who normally have a fleet of buses or vehicles no longer required to hold stock or pay for storage of these vehicles. And that can mean more revenue in their pockets.

Flying Cars Will Make Their Way Into Tours and Experiences

Think this is science fiction? Think again…

Although this is still at the very early stages, I can already see flying car tours across the Grand Canyon or around New York to then land and drive to your next location. A lot of consumers would jump at the chance to pay for this type of experience, so watch for this form of transportation to start to take-off (pun intended).

Bus & Coach Tours Operators Will Need to Evolve 

Bus and coach tours as we know them will cease to exist. Large coaches will not be allowed into cities, so smaller, electric vehicles will become more commonplace. This will cause a lot of issues for those sightseeing companies who have a large inventory of vehicles; not only will they have stock that they may not be able to use, most rely on the resale value of these vehicles. This will severely limit their future value and sellability, with the only options for resale possibly being less-developed destinations lacking the latest technological infrastructure.

These operators will need to adapt their fleets to accommodate smaller groups with more frequency. This, combined with what will be growing pressure from the subscription models I mentioned above will portray bus and coach tour operators to soon be seen as dinosaurs with more consumers opting for the more convenient option. We may even see competition from the likes of Amazon and Apple, who are also developing vehicles along this vein,

To me, this is the single most troubling sector within the tourism industry that I fear for the most, as I see little to no progression in this area.

International Travel Will Happen Less Often – But Be More Focused

Primarily because of climate change, we will travel internationally far less frequently, unless electric planes (already being developed) become more commonplace. I can foresee a complete shake-up of the travel industry with budget airlines no longer being ‘budget’ due to various multinational regulations. As consumers, we will most likely have just one main international travel break a year.

Business travel has changed forever, according to Gref Hayes, CEO of jet-engine maker Raytheon Technologies. Now, because of how technology has moved on, corporate travel will happen less often with businesses opting for more virtual meetings with one or two in-person meetings per year at most. Pre-pandemic, around 30% percent of normal commercial air traffic was corporate-related, with around half of this actually being mandatory.

Domestic Travel Will Continue to Soar

Because we will be travelling internationally less often, domestic tourism will soar as a byproduct. We have already seen domestic travel booming; Airbnb bookings and homegrown experiences in many parts of the world are being snapped up by fed-up consumers. This trend will not change any time soon as, and — it pains me to say this — travel will be in a state of flux for at least the next 10 years because of the pandemic.

Destinations will open and close for the foreseeable future, so it is an issue we will all have to live with. Travel will never go back to the way it was pre-pandemic. We are now living in a different world. While we are creating a more conscious society when it comes to our global footprint, it is still in our nature to explore… we will just do more of this closer to home.

The Tourism Industry Will See Lots of Consolidation

A lot of OTAs are losing eye-watering amounts of money per year to acquire customers, often at a loss. They are trying to capture that consumer into their ecosystem, but this cannot continue with the way the tourism industry has been altered. VC money will only get you so far, as I wrote regarding the effectiveness of OTA brand growth.

I can see the likes of Amazon, Apple or a car manufacturer acquiring an OTA to integrate into the new devices, experiences and the autonomous vehicles they are currently developing.

The pandemic has expedited the strategies of most of the OTAs, so expect some of the big names we see today — the Tripadvisors, the GetYourGuides, etc — no longer existing and their assets being stripped and combined into other players in the industry. The same can be said for reservation systems. I can see some of these well-known names combining forces and resources to push the industry towards a standard that the likes of hotels has built over the years.

Personalisation Will Be Key

Because of the technologies above, the level of personalisation will be the single most important factor when it comes to selling and experiencing a tour, activity or attraction.

Imagine taking a ride in an autonomous vehicle and the provider knows your favourite colour, the drink you would like waiting for you, the music to be played as the vehicle drives around a destination, and the perfect suggestions of places to eat because it knows your favourite food. All of this is happening and will only become more commonplace. As with all changes, some may be nervous and see this as an intrusion. I am the complete opposite. And I believe once consumers witness firsthand the convenience that it brings, they will never go back.

Again, these are my feelings but educated guesses on what I see happening around us today in the tours and activities sector. 

What are your thoughts on all this? Good? Bad? Excited? Would love to know what you think.

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