Basics of Tourism Marketing - How to Sell to Tourists
In the United States, travel and tourism is one of the largest industries. Travel Industry Association Research estimates that $1.3 trillion is spent in the U.S. on direct and indirect travel expenditures. Shopping and dining are the top two travel activities. According to the Department of Commerce, cultural and heritage tourism is third.
Travelers who plan to experience the arts, heritage, and character of a place stay longer and spend more money than other types of travelers. These travelers are generally baby boomers exploring at a leisurely pace. Trips are often themed and/or educational. The Luxury Marketing Council states that baby boomers spend an average of almost $3,000 on just over four trips per year.
The Shop America Alliance reports that tourists spend four to ten times more than local shoppers. Tourism marketing leads to a high return on investment (ROI) because it is highly targeted.
Ways to Attract Tourists
Marketing to tourists or travelers is closely related to marketing efforts directed to the local community. When friends and family come to stay with locals, where do they take their guests? If your business is known as the “best ice cream stand around,” locals will take their friends and family to see this area secret. Tourists are strongly influenced by recommendations on the Internet, in guide books, and from hotel staff.
Reasons Tourists Shop
Tourists look for unique items that can’t be found at home, especially those that carry a sense of place. Travelers will buy if they believe the deals are better than at home. Vacationers find they have more time to shop and are more relaxed. Tourists plan vacation budgets to allow for splurges and souvenirs.
Reasons Tourists Do Not Buy
Travelers worry about taking things with them. Make it easy for tourists by offering to ship their purchases home (store signage is best; visitors may not ask). Tourists won’t buy things they can find elsewhere. If vacationers don’t see the size or color they prefer, make it clear that you can special order for them. While some travelers are ready to “shop 'til they drop” others in their party may be “ready to drop.” Provide alternative ways to shop; online or via catalog. Have a comfortable place for weary travelers to rest.
Some of the reasons tourists don’t buy are very similar to the reasons that locals wouldn’t buy. Tourists won’t buy if they don’t know about your store, can’t find parking, aren’t treated well, or if they don’t find your displays interesting enough.
Tourist Tracking
As with any marketing, knowing your target demographic is essential. If you are attracting the right demographic and psychographic profile, ROI will be maximized. Tourism market research is often available through convention and visitor bureaus. Tourists can be tracked with simple guest books, license plate counts, and point of sale systems that capture zip codes. Even asking “where are you from” will give you data to track.
Encourage your visitors to sign-up for mailing/email lists and track which items tourists purchase most often. When you have a clear understanding of what tourists want and where they are coming from, marketing becomes easier. Consider hosting special events and inviting those that influence tourists and recommend shopping locations. Being visible in the community and building relationships will increase business.