DESTINATION MARKETING. Now, It's all About Engaging An Expanding Audience. Build destination brand awareness and increase market share- in India.

1. DESTINATION MARKETING
Now, It’s About Engaging An
Expanding Audience
Sachin Bansal
sachin@sachinbansal.com
www.sachinbansal.com

2. ABOUT ME
I can make your reputation measure
up to growth & profitability.
I work together with clients to
answer such key strategic
questions as:
How could you get closer to your
customers?
How could you build brand
awareness and increase market
share?
Delivering Excellence, Engaging People How should you position a new
product or offering for the
greatest market success?
sachin@sachinbansal.com
What do your customers really
want?”

3. Make the partnerships you need to
succeed and grow your destination
• What is your objectives?
• What is your product?
• Who are you targeting?
• Where are you going to find them?
• What is your budget?
• How are you going to communicate?
Recognizing the evolution of travel, tourism, meetings and hospitality

4. The New Consumer
Consumers no longer move from one touch point to the next.
Awareness, consideration, preference, action has a new
perspective.
Travelers have moved away form seeing the advert, then going
to site and ordering the brochure rather they “thrive on a digital
content” delivered through a array of devices.
The new consumer share ideas and base opinions about hotels,
attractions and destinations with information gleaned from travel
blogs…

5. Segmenting Product & target group
Product
Market
Partner
Combinations
I can find out the strength of your current brand. Develop your new
brand identity. Even give you a step-by-step plan for implementing your
brand.

6. BUDGETS
In Destination Marketing the budget plays a bigger role. Much of
the time it is 50% public and 50% private which sounds and looks
good but in actual is not workable model.
The Destinations should look at variables in the below categories
and support the budget with guaranteed demand creation and
incentivized it.
Travel Trade S&M Convention S&M
Corporate Meeting S&M B2C activities
Press & PR actvities Social Media

7. FOCUS ON PRODUCTS
Product capabilities have to be examined as well as
the limitations of the tourist product to be mitigated
by taking the customer experience to delight
Leisure: Business:
Classics Corporate Meetings
City Style Incentives
Beach Conventions / Congresses
Country side

8. INDIA Collaboration Motive
INDIA - Cash Rich Market
• The Indian economy is emerging markets and the fastest growing economy.
• The aim is to leverage the India opportunity in partnership and promote
products and services in India.
• Expertise in understanding the premium & mass segment (retail & corporate)
in India, business practices and rules reduces the entry risk and compresses
the time period for profitability.
• To put it simply, you need to know what a Indian traveler anticipates and more
than that what it takes to satisfy them…

9. REAL SUCCESS IS ACHIEVED WITH
• Accurate Target Database
• Engagement Activities & Road-shows
• Sales & Marketing Initiatives

10. Promotion Channels
• Advertising • Agent Training Online
• Direct Mail • News letters
• Trade Shows • Social Media Channels
• Fam trips • Website & Microsite
• Sales calls • Event Landing pages
• Sales Toolkit • Roadshows
• Events • Product Specific Forums

11. Utilize Social Media to get more Footprints
Increase brand awareness by capitalizing on conversations via
technology, social interaction, and the construction of words,
images, videos and audios.

12. DESTINATIONS WISH TO ENTER INDIA
The Comparative INDIA Relationship Advantage
100% FDI permitted through the automatic route (RIGHT TIME TO
COLLABORATE)
The Future of India Tourist Going Abroad
Shift To Experiential Tourism Rise of Middle Class
• Rise of authentic experiences • By 2050 over 55% of Indian will live in
urban cities
• Multiple short breaks
• India has overtaken USA on 2nd largest
• Move away from Sun - Sand – Sea mobile market
• Rise of Alert Independent Traveler • Credit Card usage growing at 37% annually
• Personal consumption in India 67% of GDP

13. Weak Points
INDIA - Barriers
AWARENESS
ACCESS
VISAS
BARRIERS
PRODUCT PRICE

14. New Opportunities for Destinations
ð Exploit Regional Markets (cash rich)
ð Leverage local partner corporate relationships
ð Grow outbound business
ð Revenue management – dynamic pricing
ð Increase internet promotion & travel, Group Tours
and FIT
ð Re-engineer offers with added services

15. First Steps after Collaboration
INDIA Marketing &
Partnerships
Tourism Marketing
Industry Liaison
ð Campaign Development-
timing and scheduling ð Trade Associations
ð Regional Promotions ð Regional Govt Bodies
ð Internet Marketing and ð NGO Partnerships
Publicity
ð Social Media Optimization
ð Partnerships-hotels, trade
partnerships etc

16. Target Market
INDIA Consumer Insight
Who they are: Active and Energetic, first time traveler, food and travel
independently. Two core segments also included
Empty Nesters: Capitalize on graying baby boomers: 45 - 60 age group, high
disposable income, Children are independent, Students, Cultural
Exchange Programmes
Dinks: Two incomes household, no children, high disposable income,
High purchasing power especially for luxury goods e.g. travel.
25 -35 age group
Needs: Meeting locals, adventure, discovery and outdoor sporting
activities.
Holiday Types: Tour and explore small towns and villages. Tend to travel to all
parts of Tangalooma Island Resort, Queensland
Reaching them: TV, Radio, Print and Online

17. Marketing & Promotions
INDIA Joint Advertising Campaign
• Tactical Advertising Campaigns
• Promoting Holiday deals along with major events
• Joint campaigns with industry partners, government bodies
• Education Institutes and Cultural Events planning
• Focus on lucrative Meetings, Incentive, Convention and Exhibition
(MICE) promotion programs.

18. Direct Mails – Sample Promotion
Mass Market, B2B,Groups, FITs, MICE

19. Keep a look out on the below for next presentation
on:
How to make business travelers extend their
stay for pleasure and leisure travelers consider
your destination as a destination year round?

20. My goal is to strengthen your destination
brand and create brand promise.
by Sachin Bansal
sachin@sachinbansal.com
www.sachinbansal.com