Positioning is the process of creating an image or identity in the minds of consumers. It’s essential to travel and tourism destinations because it helps make your destination more attractive to consumers than similar destinations. Positioning involves market positioning, psychological positioning, and positioning approaches.
Step 1: Market Positioning
In this step, you select a target market segment (market segmentation), probably the people you already see at your destination. But if you need new customers, you may want to target other possible segments. For example, if you normally have families at your destination, you could target wealthy retirees as a new source of business.
Now that you’ve selected a target market, you must learn about them. What do they like to do while on vacation? What do they want from a destination? Utilize surveys and focus groups to answer these questions and learn more about your target market. Money spent on that now will be well spent. You certainly don’t want to waste marketing dollars advertising the wrong message to your target audience later. Make sure you find out the right message, and don’t guess.
Related Articles :
- Understand How Owner Financing Works To Sell Your House Quickly
- India Travel and Tours – A Pleasant Experience of Lifetime
- Atlantic.Net brings Windows Container support to its cloud hosting platform
- How Mobile Virtual Network Aggregators (MVNA) Have Changed the Financing of an MVNO
- Travel and Living in Colombia: Pacific Coast Whale Watching
The other thing you need to learn from your target market is how they perceive your destination. What benefits do they think your destination provides? What beliefs do they already have about your destination? Are any of the negative? If so, what are they? You will need to counter those beliefs in your new position.
Step: 2 Psychological Positioning
Now that you understand your target audience, you can put that information together with your business goals and figure out what you will communicate to the market segment that will plant the right image in their minds about your destination. You can use physical attributes if they are unique. For example, Westin Hotels positioned itself with its industry-changing “Heavenly Bed” slogan. As the first hotel to offer premium mattresses and bedding, they had a unique physical attribute.
Step 3: Positioning Approaches
1) Head-to-Head Approach: This is not recommended for most travel and tourism organizations, but it can be done. It’s more likely that you will:
2) Relate Yourself to Market Leader: If you can’t lick them, join them! Avis Car Rentals did this with their slogan, “We try harder.” Marriott, Hilton, and Radisson have also employed this technique, adding premium beds to their offerings, thereby hitching a ride on Westin’s gravy train.
3) Price Value: Not to be mistaken for the lowest price, usually avoided because consumers relate low price to low quality. Position for best value instead, using this approach.
4) Users and Attributes: An associate wins your travel destination with a group of people or reasons they might come to your destination.
5) Destination Class: Can you associate yourself with a unique experience? Perhaps you are a tour operator offering tours to Atlantis’s lost city. (If so, please get in touch with me. I want to come…but you get the idea.)
Conclusion
You are now well set to position yourself for a maximum competitive edge. However, consider other factors that might influence your position, such as location, economics, politics, and lifestyle changes. Go for the gold and enjoy a position as the market leader for your target market segment.
Article by Ch: This article owns the Travel And Tourism Marketing [http://www.travelandtourismmarketing.net/] website, which provides information for marketing professionals in the travel, tourism, and hospitality industries.
