How to make your brand pop so you can increase bookings

5 Nov 2018     |    Ricki Hudson

Brand strategy for tour operators – why it’s important

The formula for boosting your bookings at your tour and activity company is simpler than you think. First, you need a heavy dose of high-quality products. Next, you need to add some powerful, simplistic messaging that your target market segment will understand. Finally, add a touch of brand identity, and you’ve got yourself a recipe for success. Is a brand strategy for tour operators important? YES!

Content plays a vital role in your brand identity, and these tips will help you create content that will make your brand stand out in the crowd:

Use simple language to explain your products

Flowery, descriptive language may make you feel better about your own brand, but it’s not going to capture and retain the attention of your target market segment. It’s best to create content, such as blog posts or social posts, that includes impactful words and calls-to-action. Less is more when it comes to writing and producing content. Sometimes, a shorter post with a better intention is going to have a bigger impact on the number of bookings that you generate from it. Simplistic language is easy for everyone to understand, especially when you may be trying to reach an international audience.

Choose brand colors and use them in high-impact areas

Visual components play a huge role in brand identity. This is why companies invest in logos, and why they choose brand colors that they utilize in most of their marketing and promotional materials. For your tour and activity brand, consider your products, your target audience, and your mission when choosing your colors. Once you have selected those colors, use them strategically. For example, at the end of your blog posts, create a colorful call-to-action that will draw the attention of your readers and motivate them to book now.

Create content that your target market wants — not what industry professionals expect

As a tour and activity operator, you are an expert in your niche. It’s easy to fall into the trap of creating the type of content that you would want to read and to begin producing high-level pieces that are packed with data, research and analysis. While this may be beneficial for your colleagues, it’s not going to motivate your target audience to book with you. Rather, they are looking for more information about what your tours and activities can offer them and how these experiences will enhance their vacation. Put yourself in the mind of one of your most motivated travelers and begin to brainstorm content ideas that would appeal to them. Remember that visual elements, such as slideshows, photographs and videos, can complement any blog or social post.

By producing accurate and relevant content on a consistent basis, you will develop a following of travelers who are most interested in your products. Using your website, your blog and your social media channels, you can easily create a brand identity that will be instantly recognizable by your followers.

To learn more about topics like brand strategy for tour operators, or promoting your brand online or developing a tour and activity brand identity, download the Rezdy online marketing e-book today.

Image credit: Brad Neathery