Travel and tourism

Proprietary copy of CopperBridge Media

Travel & Tourism
PRACTICE & NORM
Annual Holidays | Cocktail of Activities | Exotic Factor| Environment & Adventure

Travel & Holidays: An annual celebration for most..
The notion of breaking from work periodically has taken root in the modern lifestyle. Travel
and holidays have become an annual happening for most families all around the globe.

Cocktail of activities – High on the list..
In today‟s world of travel and tourism, it‟s not just about visiting the typical tourist attractions.
It‟s about engaging in different kinds of activities that can range from engaging in adventure
sports or visiting spiritual vacation retreats.

Exotic factor – Of prime importance..
People are willing to experience different places that are not the normal sit back and relax
type of vacations. It could be cultural tours, coffee plantation tours or Amazon forest tours.

Environment & Adventure
The 2 mainstays of tourism in the new millennium..
Eco-tourism inspires transformation. It
provides an educational and beautiful
experience, attracting many.
Adventure tourism is rapidly growing
in popularity: Mountaineering
expeditions, trekking, bungee jumping
etc are just some of the activities.

Travel & Tourism in the new millennium
NICHE TOURISM | CONSERVATION & RESPONSIBLE TOURISM

Niche Tourism
Learning Vacations | Spiritual Tourism | Corporate Tours | Transit Tourism

Niche Tourism
• Language learning while living with a family in the country of origin
• Archaeological classes with actual experience of digging
• Acquiring culinary skills in in places like southern India,
Thailand or Indonesia
• Imbibing art and culture while living with an artist – Paying guest
accommodation. This concept is getting extremely popular in places like
France and Italy
Learning Vacations

• Faith based tourism
• Religious travel to mythology-based religious
shrines
• Trekking through the Holy Land
• Spending time with saints and meditation
gurus in Himalayas
Spiritual Tourism
Niche Tourism contd…

• Business meetings and conferences in
exotic locations which are also
cost-effective
• Great niche tourism opportunity for
developing and transition economies
• Corporate tourism is more profitable for
both the travel operators as well as local governments
Corporate Tours

• Three or more hours of golden opportunity to offer niche tour packages to
travelers who are bored during their transit
• One hour sightseeing packages planned for in-transit passengers
– This might result in an extended or longer planned holiday in future
• Hourly shopping and Spa facilities
Transit Tourism

Conservation & Responsible Tourism
NEED OF THE HOUR
Are you on the Map? | Conservation Tourism | Endangered Species Tourism

Are you on the map?
Conservation.. Responsible…
Is your business elevated to meet the needs
of our present and positioned to cater to the future?

Conservation Tourism
Conservation & Responsible
tourism go hand in hand
Positive efforts are being taken
worldwide with innovative methods
being used both offline and online to
attract Travellers to engage in
responsible tourism.
Individuals & voluntary organisations
are also making huge contributions to
strengthen awareness of
eco destinations.

Endangered Species Tourism
Humankind rules the earth… but
what about the other inhabitants
of our world?
Animals like the Mountain Gorilla, Javan
Rhinoceros, Giant Panda, Tiger.. are just
some of the endangered species.
The tourism industry is in a good position to
spread awareness about the plight of these
animals whose very existence is in danger.
Whether it is through organising whale
watching tours or by introducing tours to
Tiger reserves, there is much that can be
done to create a profitable business model
that is responsible at the same time…

Tourism Industry: The Marketing Pitch
THE NEW MEDIA | SOCIAL MEDIA ENGAGEMENT

Utilizing New Media | Creating a Branding Landscape | Location Based Services
The New Media
WHAT THE TRAVEL & TOURISM INDUSTRY IS USING?

What the Travel & Tourism industry is using?
Utilizing New Media
From tweeting to posting updates
on the hotel‟ Facebook page..
relationships between business
owners and customers has
reached a whole new level.
Utilization of social networks and
location based services have
introduced new strategies for
creating good business.

What the Travel & Tourism industry is using? Contd…
Utilizing New Media
marketing along with
traditional media to
create a complete
Branding landscape
Print
Awareness
Create awareness
Education
Create interest through
information
Image
Maintain brand
Direct response
Cycle of trial, purchase, and repeat
Television
Radio
Direct mail
& response
Outdoor
Search
Marketing

What the Travel & Tourism industry is using? Contd…
The cornerstone of LBS-based
marketing is the utilization of
„Location & Need‟ of a traveller.
Location Based Services
Wireless Communication GIS & GPS Tracking
Internet Connectivity Location Technologies

Social Media Engagement
Social Clusters | Homophiliy | Influence Ripples
Leveraging the Power of Social Media | Brand Advocacy & Law of Few

SOCIAL MEDIA ENGAGEMENT
Social Clusters

SOCIAL MEDIA ENGAGEMENT contd..
Homophily
Birds of a feather flock together
The term homophily stems from study of
social networks. So, how can your business
benefit by engaging with targeted
social media circles?
The answer lies in the power of influence
within the social networks

Level 4 Ripples
Distribution through individuals
(e-mail lists etc.)
Level 3 Ripples
Distribution through “closed”
networks (Facebook, MySpace etc.)
Level 2 Ripples
Distribution through “open” networks
(blogs, sites, feeds, widgets etc.)
Level 1 Ripples
Distribution through mainstream
media outlets (digital + analog)
(press, influencers, etc.)
Influence Ripples

Leveraging the power of Social media / networks,
marketing can be executed through different routes:
Viral Marketing
Increases in brand awareness or to
achieve other marketing objectives
Influencer Marketing
Identifying and finding the influencers
Evangelist Marketing
Turning most loyal customers into
citizen marketers
Street Marketing
Interacting at popular gathering
places like shopping malls

Being Social empowers two
important aspects in marketing:
BRAND ADVOCACY
even more important
than
brand image or brand satisfaction
LAW of FEW
10% influence
purchasing behavior
of other 90%

Short Notes
CHECKLIST | ADOPTING A GLOBAL STRATEGY

Short Notes
Person-to-person talking
Talking by phone
Social media tools
SMS
E-mail
IM
Blogging
Video Blog
Writing
Checklist –
Vehicles for Web Contagion
Utilizing all the possible
channels that are available
will result in an effective
marketing contagion on the
worldwide web.

The internet and related technologies that come under the
new media umbrella play a highly significant role as the
most powerful business channels in today's globalized
business world.
The concept of tourism has shifted away from being a one
dimensional experience to that of a multifaceted one.
Adopting a sound global strategy NOW will be the best
thing you can do for your business sales & development.
Short Notes
Adopting a
Global Business
Strategy

Travel and tourism

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