Insights to help tourism businesses become an absolute must-do in their region.

Can’t agree on what to say to attract more customers? Do this.

No copywriter in the world can tell you if a headline will work. Marketing professionals, myself included, have systems we trust to help guide our copywriting. If you work with or...

Stop competing and set your business apart. What your brand strategy means.

This article is from a short series designed to help you create a brand strategy that will improve every aspect of your tourism business. If you are new, start...

How you can answer the question ‘what should a tourism website include’, without the need for an expensive agency or consultant.

If you have had limited experience working on website it can easily be confusing as to what to put on yours. Not only is there a lot of confusing information...

The one thing operators want from their consumer website listing.

I know how painful it can be to get operators to manage their own ATDW profiles and act like it matters. But RTOs need to sell it better too. The one...

Your brand is only as strong as its weakest customer touchpoint.

Picture this. You have a tremendous face-to-face interaction with a potential customer. Sold – you think! So despite knowing your website is out-of-date, you send...

One Popular Belief About Tourism Businesses Crushed In Just a Few Paragraphs

One could create a better pub than most. It would have a nicer chairs, more modern design, a marble bar and all the trappings...

Why there is no other place like Disneyland, and what you can learn from it.

Disneyland is a theme park. Essentially a collection of rides and experiences to thrill and excite you for the day. There are many theme...

5 Key Questions to Improve your Tourism Business’ Customer Experience and Close More Sales

Marketing psychologist Kit Yarrow notes that customers want five things from a purchasing decision1: to feel more in control to reduce the fear of...

Spotlight on a great tourism business – Old Timers Mine, Coober Pedy, Australia.

Coober Pedy is a small town in outback South Australia. It's roughly 800 kms from the nearest capital city and not really a destination...

The Most Instagrammable Outdoor Shower in Australia – and what you can learn from it for your Tourism Business

After being on the road travelling Australia with my family for nearly 18 months already, it’s fair to say I’ve picked up a few...

Brand Stategy

Writing a tourism business brand strategy. With examples.

This article is the last in a short series about creating a Brand Strategy for your tourism business. The previous article is here. If...

How to run a tourism business brand strategy workshop, including the questions you should ask.

This article is from a short series designed to help you create a brand strategy that will improve every aspect of your tourism business. If...

The steps to write a brand strategy.

1. Know your mid and long-term objectives and why you are in business in the first place. Why does the business exist in the first...

What is a tourism brand strategy?

Yesterday we introduce the idea of a brand strategy and suggested that if you don’t have a brand strategy for your tourism business, you...

Stop competing and set your business apart. What your brand strategy means.

This article is from a short series designed to help you create a brand strategy that will improve every aspect of your tourism business....

The riskiest tourism business strategy; you are probably doing it too.

Today, safe is incredibly risky. You think that niching down, appealing to a smaller group of prospective customers is a risk. You think that having a...

Finding the one word that best defines your brand.

So you've just run a workshop with your team. You have documented the answers to the questions and are now staring at them on...

One Critical Step To Help Your Brand Strategy Stick, And Become A Remarkable Tourism Business.

If I gave you a Ferrari and said to you, take good care of it, as one day not far in the future, it...

Everything is easier when you get clear about your ideal customer.

"The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to...

Customer Experience

Branding
Latest

Why do some businesses stand out, in otherwise crowded tourism regions?

There is no shortage of provedores and makers of jams and spreads in regional Australia. Yet when you visit the Berenberg (meaning, 'Berry Hill' farm...

This is why your gut is telling you your marketing isn’t quite right.

It feels familiar, do-able to set up an ad for your business or work with a designer to create a brochure. You’ve touched and felt...

A bigger logo, never sold anything; and other common design mistakes.

The most common design mistakes, are consistently driven by subjective biases that don't contribute to attracting and engaging the target audience. I need a bigger...

More consumer choice means quality matters more, and brand matters more. 

More consumer choice means quality matters more, and brand matters more – Bob Iger Disney CEO.  Generally, it’s unhelpful to point out the apparent impact...

Marketing & Marketing Strategy