Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Marketing for the Travel and
Eco-Tourism Industry
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
What is Marketing?
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Marketing
• Marketing is about anticipating and
identifying the wants and needs of a
target market of customers, then
satisfying those needs in order to make
a profit.
• Firstly, travel and tourism businesses
must understand who their customers
are. This is your target market.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Target Market
• A target market consists of a group of
potential customers who are most likely
to be looking for a service like the one
you are providing.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Would you market an expensive
hotel to a young backpacker?
Will a rich businessman be
interested in staying at a homestay?
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Who will be interested in
your service?
Independent traveler
High end group
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Marketing Research
• Anticipating and identifying demands
depends on knowing your target
market.
• Make yourself aware of the
expectations of your target market,
then work to meet or exceed those
expectations.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Types of tourism customers:
• Backpackers - Low budget, little service
• High End - Best quality service, higher price
• Specialty - educational, photography, etc..
• Adventure Activities – trekking, horse trek etc…
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
You also need to know the age
group of your clients.
Each age group has different
expectations and requirements.
• Families
• Young people
• Middle age
• Retirees
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
How do you set your price?
•
•
•
•
•
•
Product quality (or standard)
Demand
Availability
Competitor analysis
Cost of service (see next slide)
Required profit margin
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
How do you know your operating
costs?
• Know what your costs are. Both direct and
indirect costs.
o e.g. The cost of a land cruiser is a direct cost. The
cost of your website creation, and other
advertising is indirect. Account for both in your
pricing
• Price is the total cost of the trip to the client with all
advertised inclusions PLUS your profit margin
o e.g. transportation, driver, fuel, meals, etc.
* Communicate clearly to your clients what is included
and what is not included. Once you set a price with a
customer, it should never change.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
The best way to advertise your price is as a single total
with a list of inclusions and exclusions following.
• E.g.Tour Price: $1168.00 USD
Inclusions:
• Airport Pickup, Hotel and breakfast in Xining, transport from
Xining to Yushu, all meals on the road etc. etc.
Not Included:
• Flights, Travel Insurance, dinners in Xining, alcoholic drinks,
laundry…
* Communicate clearly to your clients what is included and what
is not included. Once you set a price with a customer, it
should never change.
* Like buying a pizza in a restaurant, the price you see includes
the whole pizza, with no need to break down the costs.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Advertising
The use of different media to gain
attention/interest/desire/action
• The goal of advertising is to get the customer
to contact you.
• Your advertising is the first impression
customers get of your company. Make it
represent your business.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Getting the word out.
• Word of Mouth
• Direct marketing (through targeted mail
outs, posters, printed brochures,etc)
• Indirect Marketing
(magazine articles, TV shows, etc.)
Retail services such as travel agents
• Digital media, such as the Internet
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
When a client contacts you.
What will make them book?
What are your ideas?
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
#1.Trust
•Customer service
•Language skills (written and
spoken)
•Perceived safety
•Value for money
•Organisation and efficiency
•Must deliver on promises
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Tourist Expectations
Tourists also expect the operator to create their travel experience.
This experience is created through good customer service and
includes:
• Well organized itinerary and clear pre-trip information
• Clear costs and inclusions
• Knowledgeable guides
• Safe vehicles and friendly cooperative drivers
• Tasty, hygienic food & Clean & comfortable accommodation
• Good quality equipment
All marketing material we create must project an image that meets
the clients expectations.If your marketing material does not meet
your clients expectations you are sending the wrong message to
your potential customers.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Types of Advertising
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Print Advertising
•
•
•
•
Brochures
Flyers
Posters
Magazine/newspaper
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
What is the purpose of Print
Advertising?
• To attract customers to your website or
office location
• To increase brand/product recognition
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Important facts for print ads
• The most important information on your print
advertising is your company name, your logo,
and contact information.
• To increase brand recognition, your logo, font,
and color scheme should be consistent
throughout all your advertising.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Good print advertising
Why is this good?
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Good print Advertising
Why is this good?
1.
2.
3.
4.
It’s instantly obvious
what it is advertising.
Looks inviting and
professional.
Clear contact
information.
Good photos
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Internet Marketing
• Your website
• Internet ads (google, social network sites, etc)
• Email mailouts
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
What makes a good Website?
• It must appeal visually to your
target market.
• It must be easy to navigate
• It must have a way for customers
to contact you.
• It must be clear and easy to read
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
What makes a good Website?
• It should convey the image of what is
most important to your target market.
• It should have good quality photos
from your tours/guesthouse/ etc.
• It should have up to date, factual
information
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
An appealing website
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
What NOT to do
• Do not use animated objects, blinking
lights,or sound/music.
• Never use photos or material from a
competitor’s website.
• Do not surround your page with
advertising.
• Do not use low resolution (pixilated)
photos, text or logos.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Website mistakes
See website file:///Users/office/Desktop/Index.aspx.html
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
The most important thing…
• ALWAYS, ALWAYS, ALWAYS have a
native speaker write or edit your
advertising material before you
print or publish to the website.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Summary
• All your advertising/marketing materials
should reflect your company in it’s best light.
• Your marketing efforts should serve to set
your company apart from your competition.
• You should specifically target the expectations
of your target market.
• Your marketing should contain honest and
complete information about your company and
services.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Marketing Tibet
Don’t forget why tourists want to come to Tibet:
a) The natural beauty of the landscapes and mountain
regions;
b) The culture and heritage of the region;
c) The friendliness and openness of the people towards
tourists.
Your marketing material must reflect these different
motivations and you must meet the expectations of
your target.
Tibet Ecotourism Project: Columbia University
http://www.based.ac.uk
Good luck with your business!