Industry solutions in tourism

27.02.2019
Recent events have undermined consumer trust. Undeniable advantages of agencies are doubted: high level customer service, stability and security.

There are also economical difficulties and the small size of the market (only 10% of the population have a passport for travelling abroad). The situation in which the ones who are left will have to work can hardly be described as rosy.

Seasonality

Tourism is a seasonal business just like any other. However there are a number of features. Russians travel at specific times: New Year holidays, holidays in May and November.

The demand on certain directions is also seasonal; it’s due to weather conditions in countries.

It’s important to understand that the demand for a trip emerges long before the trip itself: the traveller buys the tour in about a month before the actual trip starts.

Tools

The tourism business actively uses such channels as press and the internet. First and foremost this is due to the customers interest might be generated with the means of emotional visual materials. After the client has come to an agency the result depends on managers and the quality of direct sales.

The term “Client database” is common for the tourism business: customers don’t tend to chance their travel agency if they’ve had a pleasant trip. Basically the only reason the client might change agencies is when he has forgotten about the previous service supplier.

In this regard, skilled informing of loyal customers becomes the key point of the marketing strategy. SMS and email synergy is an effective and profitable way to achieve good results in sales.

Collecting a database

To begin informing clients its necessary to collect a database of mobile phone numbers and email addresses. The opportunity to collect a database differ for small- and large-scale agencies. Both can do so on their website by offering a discount for a subscription or in person while talking with the client at the office. Typically the client doesn’t refuse to fill out a form and leave personal data if the manager offers prompt informing about interesting directions. A travel agency has the opportunity to collect a database via forms in buses during return transfer.

Regardless of the scale of the agency the client database must be segmented, “bombings” aren’t effective in this case. In addition to the mandatory fields like name, date of birth, email, mobile phone number you should add “average price” and “countries”. “Average price” is the total cost of the tour divided by the number of travellers except for infants. You shouldn’t only check the countries the client has visited, but also those, which are at about the same “average price”. Due to lack of functional CRM system you can store the database even as an Excel spreadsheet or choose a cloud solution, for example: Microsoft Dinamics, AmoCRM.

Database legitimacy

According to the law, subscribers must agree to receive mailings. Consent must be explicit — i.e. the client must understand what he agrees to and clearly identify himself with his consent (leave name, signature, phone number, email).

Confirmation of consent are completed questionnaires that need to be stored indefinitely in the form of website logs, electronic copies of paper documents. If consent is collected via SMS (for example, by sending a message to the short number) — you can negotiate their c storage with the provider of SMS-mailing services. Also consent recorded in the form of a telephone conversation with the customer.

Types of SMS messaing

For travel agencies both types are common — service messaging as well as advertising messaging. Service messaging is mostly carried out via SMS messaging, advertising via SMS and email.

Service messages

Large-scale tour operators have more newsbreaks for service messaging than small-scale agencies. Agencies can inform their clients about the status of their documents, remind them of the flight times.

Also a good practice is to give the personal manager’s contact details in each message. It’s an “electronic card” of the organization in every customers phone. Tour operators have more information about each stage of the client’s tour. They can remind about excursions, which the client plans to take part in, inform about the guide’s contacts and important peculiarities of the country, currency, weather.

Agencies need to receive feedback via a call from the manager. Tour operators can’t afford calls like this with their large client traffic, but they can receive feedback via SMS.

Advertising messages

Advertising activity in the tourism branch is closely connected to seasonality of the demand. Advertising suggestions should be sent out before the holidays, the beginning of a favorable climatic period in each country, in “early booking” periods”. A mix of SMS messaging and email mailings has proven to be effective. SMS messages should contain a lead: name of the hotel, cost, country and reference to more detailed information in an email.The email will contain more detailed information and attractive visuals.

If the offer is personalized according to the client’s interests, it’s absolutely fine to inform the client once a week. If this kind of messages would be sent out to each client this would not lead to sales but only to complaints.Due to the fact that travel companies provide services on a contract basis they have a large number of reliable data about their clients. This advantage can be used to generate loyalty and future sales. They communicate with clients via SMS or email.