The perks of promoting lesser-visited destinations
Tom Denton, head of new business at marketing agency Digital Visitor, offers agents advice on promoting lesser-known destinations
On 7 May the government announced its traffic light system for international travel, with an initial 12 countries being added to the green list, and a more extensive amber list of countries and territories that UK holidaymakers can book travel to. It’s a great step in the right direction.
At Digital Visitor, we’re observing two developing trends. The first is an increased appetite for UK-based
holidays, at least until September this year. The second is an increase in searches to lesser-known cities and destinations; those that perhaps won’t be as busy.
If harnessed well, this presents a good chance for UK tour operators and travel agents to show clients the opportunities away from major hubs.
Here are our three essential tips for marketing “second city” destinations, helping clients to experience the road less travelled…
HIGHLIGHT THE JOURNEY
After all that happened in 2020, many people are now keen to embrace the journey as much as the destination.
According to Booking.com, 61% of travellers are actively searching for harder-to-reach destinations, while 56% of people surveyed wouldn’t mind taking longer to reach their destination if the mode of transport was unique. Water taxi, anyone?
By showcasing and promoting routes with spectacular scenery or trips that incorporate unique modes of transport – something different to the usual sites out the transfer bus window – you’ll be helping to encourage clients to explore further afield.
AUTHENTICITY IS KEY
Appeal to clients’ senses by highlighting unique events, destination-specific cuisine and traditions that are specific to the tour you’re creating or suggesting.
Promote quieter routes as a way to enjoy these experiences with fewer crowds. Also, ensure you review your paid media messaging and imagery; for example add slower-paced imagery on your social media channels to highlight increased physical space, something that’s of increased value since the pandemic. I’d also suggest creating video guides and overviews where possible to help inspire and build confidence ahead of the trip.
SHOWCASE FAMOUS FEATURES
While these “second city” destinations might not have world-famous landmarks, they will have a unique reason for clients to visit. Highlight their history, the vibe on offer, upcoming events and one-of-a-kind cultural experiences. Competition in 2021 will be fierce, so give clients a reason to book.
TIPS FOR GETTING STARTED
Make the most of online: If you don’t have a sophisticated booking platform on your website, make sure you're using it to showcase why booking in person creates unbeatable value.
Inspire through social media: Travel is a highly visual experience. Instagram and Pinterest are two channels where customers are actively researching international travel, so make sure people can find you there.
Put minds at ease: Some potential customers are concerned about what happens if we go into another lockdown. As much as possible, keep your refund policies clear and generous and let them know they’re in safe hands.
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