It’s not new for marketers to prioritise their customers when developing a new marketing strategy. After all, if your target audience is not tickled by what you have to say – and how you say it – it’s unlikely they’ll be inspired to take up your offer.

However in 2020, with so many additional pressures and distractions, is it still possible to be ‘traveller first’ when it comes to destination and travel marketing?

Let’s take a look at the unique issues travel marketers are currently facing.

Market Pressures

The bottom line

Times have rarely been tougher for the travel industry. We all know why, yet no one knows precisely what the road to recovery will look like. As unpredictable as the times are, the desire to entice consumers to book future travel is at an all time high. Businesses and livelihoods depend on it. Yet ‘pushing’ travel commitment ahead of traveler appetites is an expensive tactic, even more so when using deep discounts to drive action. As difficult as it can be to wait for the right time to convert customer interest, it’s likely to be best for business.

Border limitations

The impending removal of certain movement restrictions are the subject of daily speculation, with most of us more keen than ever to cross domestic and international borders after being denied the freedom for so long. However with infection control and political policy equally unpredictable, both businesses and travelers find it hard to act decisively amongst so much uncertainty. Situation planning and risk assessment have never been more important, both personally and professionally.

Air travel trials

Our friendly skies are not so accessible these days, with airlines forced to reduce their schedules, network and capacity. Of course along with so much change comes confusion, concern and stories of sky-high fares shared over the backyard BBQ. With airfares making up such a high proportion of the holiday budget, Australians and New Zealanders are unlikely to be tempted to travel long haul for some time yet, COVID19 health concerns aside.

Friendly Competition

Never has there been more interest in competitive activity – while we’re all in this together, in tough times it can seem like everyone for themselves. Yet every organization’s and destination’s situation is likely quite different. While keeping an eye on the competition is important, it’s best to chart your own course, rather than tacking reactively.

Destination Respect

Partner potential

Long term collaborative partnerships are usually key to destination marketing. Experienced operators are enthusiastic to return to their tried and trusted travel patterns. Unfortunately, the new normal in the immediate future may look quite different – until the above market pressures are a thing of the past. Opportunities may need to be re-evaluated through the COVID19 lens. While some operators my struggle to adapt, there’s exciting potential for unexpected new partners.

Is everybody ready?

Destination marketing is unusual, with many more stakeholders, right down to every local community resident. The confidence of the community and their ability to welcome the return of international travellers in particular can’t be disregarded. And it’s not something that can be taken for granted, once in play. Keep in mind that levels of comfort may change greatly over time and will vary depending on the visitors’ points of origin.

Managing the numbers

Just as destinations were learning how to protect against unsustainable over-tourism, the challenge of managing acceptable visitor numbers has hit a whole new level. While well-known tourism sites will have to rise to this challenge to succeed, finding hidden gems off the beaten track will be more rewarding than ever.

Traveller Needs & Wants

Pent up plans

As travellers tire of their home neighborhoods, they’re keener than ever to explore further afield in the short, medium and longer term. Rather than assuming they’ll complete their Bucket List, the destinations holding prime positions on these lists may well now have long-term timing and a savings plans attached. While potentially tempted by domestic escapes in the meantime, there’s a focused eye on the ‘dream trip’. The opportunity lies in discovering what these plans may be, and how to be considered as part of the journey.

Underlying concerns

It may well be a waiting game for some travellers to feel confident enough to travel far, even after government restrictions are lifted. The more risk averse will seek reassurance from those returning, and with household incomes taking a hit during the pandemic it may take a little longer for savings to stack up. It may be time to reassess the usual target audience priorities and pivot to attracting ‘early travel’ adopters.

Data driven

With so much change, it’s more important than ever to source and analyze recent customer data. If budgets allow, it’s the right time to invest in quantitative research or to partner with media organizations with a wider and engaged audience. How far along are they on the path to booking? What’s getting in their way? How can you align with their ongoing travel dreams to be included in their plans?

There’s certainly a lot to consider when developing marketing strategies for the year ahead, and even beyond. So many factors affecting the market, opportunities on the ground and affecting the hearts and minds of travellers.

So what should be given the most weight to when devising plans to re-activate travel interest and bookings?

It’s true, there’s no getting around some restrictions – the ability to cross borders, to access affordable flights, and the ability for destinations to welcome travellers in a responsible way at a grass roots level.

Putting that to one side, it’s still most important for marketing strategies to align with potential travellers’ current hopes, opinions and concerns. If they don’t, they are unlikely to prompt real action, even when flights become more accessible and border restrictions no longer apply.