Leveraging digital marketing for the tourism revival
Over the past year, the United Nations specialized agency for tourism has been supporting its member States on a series of initiatives relating to market intelligence and marketing. Now, as tourism begins to restart in some parts of the world, a series of special sessions were held jointly with Facebook to deliver a range of key insights into how the effective use of digital marketing
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United Nations' the World Tourism Organization (UNWTO) and Facebook have partnered to help global destinations make use of the power of digital marketing as they look to welcome tourists back safely.
Destination marketing organisations (DMOs) have been at the heart of tourism growth. When the pandemic began, however, the impact on the travel industry was immediate. A decline in international and commercial passengers around the globe could lead to a loss of up to 58 per cent of jobs (190 million) in the travel and tourism industry, and cut the industry's contribution to global GDP by up to $5.5 trillion (62 per cent), according to the report.
However, the desire to return to 'a new normal' is evident as consumers rate leisure travel as the top activity they miss the most. In fact, 31 per cent surveyed in the report hope to plan leisure travel once they feel safe enough to do so, in accordance with government health regulations. While health and safety precautions remain top of mind, the industry is making its way towards a long-term recovery phase with search queries for flights and vacation rising gradually, particularly for domestic travel.
As various markets adapt their tourism strategy depending on the individual impact of the pandemic, technology can fill the gap by keeping consumers up-to-date of health and safety precautions. In this way, technology can be a lifeline for the recovery of the travel industry, so it can return stronger and more resilient than before the pandemic. Accelerating the digitisation of the industry can help DMOs adapt and thrive in the new environment.
Over the past year, the United Nations specialized agency for tourism has been supporting its member States on a series of initiatives relating to market intelligence and marketing. Now, as tourism begins to restart in some parts of the world, a series of special sessions were held jointly with Facebook to deliver a range of key insights into how the effective use of digital marketing can help destinations gain a competitive advantage in the challenging months ahead. Three sessions, one each in English, Spanish and French, welcomed participants from 30 countries. The sessions focused on Facebook and Instagram communication. Insights and Best Practices, with participants also given an overview of digital tools and tips for communicating with their target audiences, including through Messenger and WhatsApp. Alongside this, the sessions highlighted the importance of metrics and other key tools in measuring the success of digital marketing campaigns, and role of advertising and creativity in reaching new audiences.
Sandra Carvao, UNWTO Chief, Market Intelligence and Competitiveness, says: "We are very happy to have Facebook on board with us to bring the fundamentals and best cases of digital marketing to our members. Our partnership will help destinations be better prepared for a new market framework and allow them to use data and digital marketing to reach new audiences and restart their tourism sectors.
Nicolai Gerard, Facebook EMEA Government Politics and NonProfit Marketing Solution Director says: "We are very pleased to work with UNWTO to help global destinations take advantage of all the benefits that digital solutions and tools can offered. In the times we are living, it is key for the travel industry to implement digital marketing strategies to accelerate the road to recovery. With this partnership, we believe that travel destinations will gain the necessary tools and skills that will allow them to use all the services available through our family of apps".
Yet another approach is to make (better) use of the data you already have access to: your first-party data. This is the information that you get directly from customers - through CRM, website analytics, sales, and more - which should always be used in a privacy-safe and responsible way in line with local regulations. Complement first party data with consumer insights from Google trends and shopping insights for a holistic approach to gathering and analysing data.
Remember, in your content: be positive, caring, kind. Your audience will remember the personal or human element of your content most of all. This is what helps to create a sense of trust and encourages people to buy from you when they are ready.
As the world recovers from the Covid-19 pandemic, demand for travel will be largely shaped by a destination's health conditions and standards of medical care.
