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Achieving 52-week revenue generation across seasons

Strategic Targeting

Contents

  • Achieving 52-week revenue generation across seasons
  • Communications
  • Stimulating Demand through Collaboration
  • Strategic Targeting
  • Markets
  • Sales, Channels and Customer Segments
  • Seasonal Offers
  • Summary Check List

Contents

  • Achieving 52-week revenue generation across seasons
  • Communications
  • Stimulating Demand through Collaboration
  • Strategic Targeting
  • Markets
  • Sales, Channels and Customer Segments
  • Seasonal Offers
  • Summary Check List

Achieving 52-week revenue generation across seasons

Strategic Targeting

Seasonality_Strategic Targeting.PNG

Once a tourism business has clarified its offering and communications, it can bring experiences/services to market for customers to purchase. There are 4 keys ways to do this:

  •  Via Sales Channels including
Online direct sales channels (Examples) Online indirect sales channels (Examples) Offline indirect sales channels (Examples)
  • the business own brand website 
  • social media platforms 
  • bookings via email and telephone
  • online travel agencies 

 

 

  • tour operators
  • DMCs (destination management companies)
  • PCOs (professional conference organisers)

Markets including

  • Island of Ireland: Republic of Ireland and Northern Ireland markets
  • Global: for example, Great Britain, US, France, Germany, Spain 

Customer segments: these may change per business type and can include

  • Families
  • Language school students
  • Golf
  • Active retired
  • Leisure Individuals
  • Adhoc Groups

CRM and database management

To effectively build revenue across diverse seasons the tourism business must understand that different sales channels, markets and customer segments behave differently. Once the business understands how to engage with these unique behaviours, it can learn how to build revenue across seasons in a sustainable way that can help the business and destination thrive and survive into the future.

Tip - By blending sales channels, markets, customer segments and CRM/data management, a business can achieve year-round business through peaks and troughs.

Let’s begin by seeing how this is done via the management of market insights!

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