Consider the dramatic changes in the travel and leisure marketplace in recent years.

The real revolution of the Internet is that it has incredibly increased the consumer’s knowledge - and driven a quest to gain more from life and their travels. It is changing the way they research their holidays and leisure time.

It is also changing how, where and when they book, thus impacting and changing distribution channels. And as well as the consumer changing, so are travel agents who are fast becoming travel providers competing with tour operators.

Consequently product offerings must be geared to your customer and his changing wants and needs.

Traditional marketing is in serious decay - marketing must be focussed on where the consumer is active. Measurement is vital to ensure marketing activity is deriving a ROI.

Whatever activity you undertake, it will drive the consumer into your website. Now it is the website’s job to convert them and retain them. Is yours doing that?

Remember, every day hundreds of thousands of consumers are looking for your product on the internet – are you there for them?

But that’s not all. We are in a sustained downturn in the overall economy, with no certainty as to when it will improve.

What do we think might change as we look forward? Exactly the same – the consumer, distribution channels, marketing and the economy will all continue to evolve and change rapidly – it is now the way of the world.

As we cannot really foresee how change will evolve, we need to build business plans which accept an uncertain future caused by an ever changing world and based on:  

·         Understanding the consumer

·         Addressing product and distribution changes

·         Measurable marketing

·         An Organisation with a flexible culture and people who embrace change

Are you ready?

Call Tom for an informal chat:

M: 07785 704934
E: tom.allen@tomallenpartnerships.com