Sound marketing advice for tourism operators

Tourism Australia’s latest round of research has led to a profile of the travellers most receptive to – and most likely to book – Australian travel experiences.

Described as ‘experience seekers’, what’s really interesting is Tourism Australia’s advice to tourism operators on how to communicate with them when marketing the experiences they offer.

In its recently released Australian Experiences Industry Toolkit, Tourism Australia explains that “copy should be conversational in tone …, addressing the reader directly as you would in a conversation”.

The tone “should be informal, relaxed and not too polished”.

They talk about telling stories that “highlight ‘authentic’ and unique experiences”, and teaching something new about the destination.

They advise tourism operators to “share local secrets that only Australians would know… and offer an insider’s knowledge on travelling to and within Australia”.

This is an excellent description of the kind of communication that’s going on right now online, via email, blogs and social media sites – the perfect media for direct, conversational and authentic communication with lots of opportunities to share inside knowledge, expertise and news.

Tourism operators are increasingly using online media to market directly to their audience, as travellers increasingly search online when they are planning and booking their holidays.

Tourism Australia’s own research (published Feb 2007) shows that over 70% of international tourists to Australia researched and booked their holidays online in 2006. And the figure for domestic tourists is over 50%.

This is why we’ve developed services specifically for tourism operators to publicise and market online more effectively – and capture the huge proportion of those ‘experience seekers’ searching the web.