One way to accelerate your Tourism Marketing and create a successful brand is
When you let your Guests FEEL again. When you live and work with Purpose everything changes.
We are in a societal crisis around the world. And this affects your tourism business.
We are living in a world of speed, quick fixes, make money fast schemes,and artificial brands and lifestyles are sold to us every day
This is all contributing to frustration, stress , and anxiety
Now more than ever, consumers are changing their views on brands and they value the people behind them.
Consumers are more cynical, but they value what feels authentic, transparent and REAL to them.
They are Conscious consumers who value real stories, and the people and the brands who inspire them,
They value brands that don’t just make money, but they are equally focused on improving the world in some way.
This is why we need more tourism brands that have a strong purpose, a purpose driven business, not a profit only one.
Just having great features and benefits isn’t going to cut it.
Sure, a brand may have all the benefits that a traveler is looking for – and it meets their needs.
But often brands are chosen because of gut feel - meaning how your brand made that guest FEEL
Because these travelers were INSPIRED by your business, not by the what you do and how you do it, but WHY you get up in the morning to run your tourism business. That is purpose marketing at its finest.
Most businesses have it all wrong, because they are focusing on communicating from the outside in.
They talk about what they do-- their services, then the how – How they do it – like their strengths and their USP
but few businesses do a good job of clearly communicating their why ---
AND making money isn’t a reason for Why you should do anything and that won’t inspire any guest toward your business
Money and profits are results of What you do.
Your WHY is about your contribution, your impact, your purpose and it will have an impact on others too.
The WHY inspires people period.
It is why you get up every morning, to go to work and do your work. Its what fuels and what motivates you.
Purpose driven marketing means you market your brand with your Why in mind First, which actually leads to much better marketing
because it supports your features and benefits --the What of your business and how you do it (your strengths)
–and it goes deeper into the WHY of marketing.
When you START WITH WHY instead of the what and the how drives the behavior of not just your guests, but of you and your staff.
The guests you want to attract come your way, because you connect with them and they resonate with who you are,
they get you and what you stand for.
Purpose also leads you enjoying your work more, because you have something to get up for in the morning.
Stress and frustration no longer have the control that they once had on you.
Because you find value in the work you do and so do your staff because they play a big part in it.
Many owners and operators in the tourism business get into this business because they like to Travel. And let’s face it, Tourism can be a fun business.
But your purpose is bigger than that -- how you excite and inspire your guests to see the world differently is more powerful than just enjoying travel.
And when your business has more purpose, clearly communicated to your guests, YOUR profits will follow too.
Did you know that:
90% of people that work in businesses, that they believe have a strong purpose, report strong financial results?
So a successful tourism brand starts with purpose --- which leads to attracting guests that get you,
and profits follow , so you can do the work that you love.
A purpose driven business- Are these not the best reasons to get up and go to work in the morning?
Watch the find your why Ted Talk here
Join our community at Tourism Marketing That Works to find out more about purpose driven marketing and ask questions from our community of tourism professionals like you.
For more ways to accelerate your tourism marketing, get new tips and resources to improve your marketing every week.
Dorene Wharton is a tourism strategist, marketer, coach and full-time traveler with a 25-year career working in all areas of marketing and sales. She left her corporate job with Fortune 500 hospitality brands to start Travel Life Media to help hotels, tour, attractions and event companies improve their marketing, live their brand with a purpose and make money.