The onset of digital technology and its tools is revolutionising the tourism industry and reshaping the way businesses operate and engage with customers. And while many businesses embrace the digital space, there are still many who under utilise the benefits of our digital age.
Renee Goodsell, general manager of Auckland digital marketing company, Tomahawk shares some valuable insights on how small tourism businesses and operators can incorporate digital tourism into their operations.
As Tomahawk prepares to launch a webinar series in July, focusing on various aspects of digital marketing, Renee says “The biggest thing is businesses being active in the digital space.”
She says there are common reservations, such as businesses believing their audience may not be on platforms like Facebook or Instagram, and that while business owners may not personally use these platforms, their customers could be active users. Encouraging a “give it a go” attitude, she says the benefits of digital marketing, noting that even if an initial attempt doesn’t yield desired results, the digital nature of the platforms allows for editing and refining strategies.
“One of the significant advantages of digital tourism is the transparency and trackability it offers,” says Renee.
“It means businesses can easily monitor the impact of their digital efforts, including website traffic, campaign performance, and return on investment (ROI). Unlike traditional print media, digital channels allow for real-time analytics, providing valuable insights into the effectiveness of marketing campaigns.”
Discussing the international market, she acknowledges the challenges faced when targeting the Chinese market, and the differences in digital tools and platforms, such as Google and TikTok, and the need to adapt strategies to engage with Chinese audiences effectively.
“Things like language barriers and the absence of in-house expertise in Chinese marketing pose additional complexities for tourism businesses.” says Renee.
However, she says the importance of assessing the customer mix and developing a well-rounded marketing approach is key to ensure engagement across various platforms.
With some businesses’ concerns related to costs associated with implementing digital strategies for different markets, Renee says that affordability should not be a deterrent, and says the importance of considering the customer experience and accessibility, is that the investment in digital tools is worth it for businesses targeting specific markets.
Considering the evolving travel landscape post-COVID, she encourages the need for businesses to adapt and embrace digital transformation. “People are looking at travel so differently since COVID.” The pandemic has prompted travellers to re-evaluate their preferences and seek unique experiences.”
She says staying stagnant in traditional approaches to marketing and customer engagement may hinder business growth and relevance.
Even with some hesitation and varying opinions some businesses have towards embracing new technologies like AI and Chat GPT, Renee says there should still be the importance of keeping up with the changing digital landscape and encourages businesses to explore digital tools as valuable resources for enhancing customer interactions and streamlining processes.
“The world has changed, and it is crucial for businesses to embrace digital platforms to stay relevant and connect with customers. With the right strategies and an open mindset, small tourism businesses can leverage digital tools to elevate their presence and capture new opportunities in the dynamic travel industry.” says Renee.
