Retaining an existing customer base can be 7 times cheaper than creating a new one, and the average percentage of sales transactions made through cold contact is at most 15%.
The situation is aggravated by the fact that online marketing in tourism is a relatively new direction of business development. And most entrepreneurs go online without an effective system for attracting customer flow. Our article is about how to create a continuous customer flow to the hiking business through a digital presence in 2024.
Marketing A Tourism
Regardless of the sphere of activity, marketing is a system for managing the activities of a company that operates in a market economy. The two main objectives of marketing in tourism are:
- Detailed identification and assessment of demand (existing and/or latent) for tourism services
- Design, creation, promotion, and sale of a tourist product to make a profit
Tourism marketing is optimally necessary due to high competition, extreme elasticity of demand in relation to income and prices, and dependence on political and social conditions.
Essence And Peculiarities Of Marketing In Hiking
The peculiarity of the hiking business is the creation and sale of a specific product that affects many sectors of the economy. Hiking services can actively interact with hotels, communal and domestic services, transportation, excursions, translation, intermediaries, and other types of business.
Hiking trips are created through the work of different organizations. Each functions according to its methodology, personal and commercial objectives, and goals.
Also, a hiking trip to Alta via 1 Dolomites has some features:
- It is a service and has no material collateral at the time of sale
- Consumers must travel a certain distance to the product and the place of its receipt
- The quality of the hiking trip is influenced by the quality of service and many force majeure circumstances such as politics, international relations, and weather/natural phenomena.
In fact, marketing in tourism aims to create sustainable relationships between different companies – elements of the system, satisfying the complex needs of tourists and making a profit.
Marketing of the trekking company is based on 3 pillars:
- Establishing strong contacts with consumers
- Development (promotion, retention, engagement)
- Controlling the situation
So, the essence of marketing in the hiking industry lies in effectively communicating the unique and invigorating experiences offered by trekking adventures. Hiking marketing is distinct due to its focus on nature, physical activity, and the quest for exploration.
5 Helpful Tips To Construct A Digital Presence For Your Trekking Company
A successful digital presence for the hiking company implies the active use of digital tools. This is because tourism has made an irrevocable transition from offline to online. Here are 5 tips that will help you construct a digital presence.
Create honest advertising
There is nothing worse for a tourist than unreasonable expectations. It is one thing when the client has created the “perfect Alta via 2 Dolomites tour” in his head, and another thing to make empty promises. In a hyper-competitive environment, you can only talk about customer retention and repeat purchases when you use honest methods of positioning tourism products. Exaggerating achievements and service, as well as omitting and hiding details, is taboo.
Work with messengers and use chatbots
Almost all communications between travel agents and clients have moved from email inboxes to popular messengers (Facebook, WhatsApp, Viber, Telegram). By the middle of 2020, all large companies had given up keeping staff at call centers and introduced chatbots, gaining the advantage of round-the-clock communication with the client. Today, e-mail is used exclusively for sending and receiving documents and issuing travel vouchers.
Be mobile first
As a leading search engine, Google introduced an algorithm for ranking sites on the basis of quality optimization of content for mobile devices. Most entrepreneurs missed this revolutionary news. Look into your analytics: how many users visit your website from a smartphone/tablet? Usually, this figure is over 40%. This means that if, in 2024, your website is not adapted for viewing on mobile devices, you are losing a lot of customers.
Use marketing personalization
This tool is practically not used in the tourism business and for nothing. Let us explain by example. You regularly use CRM and make mailings with hot tours, promotions, holiday deals, and/or discounts. The same database provides opportunities for personalization.
Known birthdates are used for special offers (e.g., “your personal” New Year’s Eve trekking trip) and data on school children – for offers during vacations (for quick trekking tours). Conversion from such mailings will be much higher than usual.
Use visualization effect
One short video is better than a thousand words. Video content is on-trend. Use first-person videos. Your company’s social media account should be live, immediate, and close to the consumer. Idealized pictures are intimidating, questionable, and alienating.
To maximize the impact of your social media strategy, consider incorporating live video presentations, capturing the essence of themed events through recordings, and amplifying your brand’s credibility with expert opinions and authentic user testimonials. This multifaceted approach not only enhances your brand’s visibility but also cultivates a vibrant online community that actively engages with your content.
If you are also looking for luxury Rajasthan tour packages, combining heritage experiences with outdoor adventures can elevate your travel journey. By blending luxury accommodations with hiking tours, you can create unforgettable memories while exploring Rajasthan’s stunning landscapes.
As the digital realm continues to evolve, adapting and leveraging the persuasive potential of video content remains integral to staying relevant and resonant in the hearts and minds of your audience.
Conclusion
Establishing a robust digital presence for your trekking company is essential in today’s competitive landscape. The 5 tips outlined in this article serve as a comprehensive guide to navigating the intricacies of online visibility and engagement.
By prioritizing a mobile-friendly website, leveraging social media effectively, optimizing for search engines, incorporating captivating visual content, and fostering customer interactions, your trekking company can not only attract a broader audience but also build lasting relationships with clients.
By implementing our tips, your trekking company can create a compelling and engaging digital presence that resonates with adventure enthusiasts, ultimately translating into increased bookings, customer loyalty, and a flourishing business.
