We no longer visit the places, we “experience” them – or at least that is the desire that inspires us to visit them. And to project ourselves in the enjoyment of the experience, the tourist brands know that the audiovisual, in all its amplitude and variety of records -from the 6” “bumper ads” that are screened before the visualization of a video of Youtube to the productions of VR- is the most direct way to drive us.
Audiovisual is definitely increasingly relevant in the tourism experience sector, one of the most important sectors of the industry. In an article published in May 2019 by Think With Google a few important data were mentioned about the increasingly determining role that is acquiring the sector of tourism experiences in the travel industry. The research company of the Phocuswright travel market expects that in 2020 the sector of the experiences will invoice around 183,000 million USD (165 million EUR).
According to Think With Google, the travel and activity sector grows faster than the total travel market; next year, will go up to 165,000 million euros
Communication = Audiovisual
Far from becoming an insurmountable barrier, microsegmentation offers multiple package options to tourist companies. Therefore, it is not surprising that, although the market of tourism experiences and activities is very fragmented, giants in the sector make strategic bets in this field. This is the case with Airbnb Adventures.
And also for Airbnb the video seems to be the ideal tool to communicate the product.
The specialist in the use of video applied to tourism marketing Chris Torres dedicated an article by the end of May 2019 precisely to analyze why activities and guides are the sector with the most growth margin. And among the factors that could stimulate this growth, Chris Torres mentioned precisely the use of video in promotional policies. The objective, generate a qualitative engagement with the final customers:
“Video allows you to engage with your customers on a deeper level and it provides a platform for your tour guides and staff to shine and show their passions. This builds your brand reputation and helps your customers on their journey towards trusting your business”.
With the massive popularization and accessibility of platforms such as Facebook, Instagram or YouTube, video has become an instant consumption tool for the promotion of all types of business, also obviously in the field of tourism. Chris Torres emphasizes a fact: 79% of travelers access YouTube for inspiring ideas.
The video is strategic for companies that dedicate themselves to the tourism experiences sector because 48% of the reservations are made which travelers reach their destination. Therefore, a tailor made battery of videos according to the client profiles you want to reach and accurate strategies on YouTube or Google Adwords should be sufficient to perceive increases in scope and engagement and of course also increases in contracting.
48% of the experiences bookings are made when the travelers arrive at their destination
In the introductory pages of his book Turn lookers into bookers, Chris Torres unequivocally exposes the virtuous circle of an unforgettable tourist experience. And he puts the communication in the middle:
“Taking a bus or guided tour to see amazing sights and hidden gems, the events you attend, the people you meet… this is what sparks customers’ imaginations and stays in their memories for years to come. Giving people unforgettable, meaningful experiences is what creates loyal customers, referrals, and repeat business. And loyal customers are much more likely to share their experiences online, both with reviews and on social media. But before winning the approval of loyal customers, you have to attract them to your tour or activity in the first place.”
Chris Torres continues with a perfect description: tour operator operators do not manage – or should not manage – only a business, but a media company.
Communication must be placed at the center of tourist experiences
The words of Chris Torres fits perfectly with the communication policy of Tuna Tour, the bet of the Balfegó group (L’Ametlla de Mar, Catalonia, Spain) to bring bluefin tuna to the general public.
Already from its website, Tuna Tour places the user in the center of the story:
“An adventure where you are the star. You can observe them in their habitat while you feed them and swim among hundreds of wild bluefin tuna”.
From the first contact with the public at the pre-catamaran access to the catamaran to the last insight, the gift of a tune-shaped USB stick with photos of the activity, all the details of the Tuna Tour are routed To create a 360 degree experience around the tuna.
The communication department of the Balfegó group has worked tirelessly since the first day of the activity launched in 2012 to constantly monitor the feed-back of the customers. The Balfegó group puts the maximum facilities so that the user who goes up to the catamaran has the maximum available facilities. Welcome messages in 5 languages, an infographic film to explain security procedures and even a QR code printed on the cover so that users can easily connect to the Wi-Fi network and upload photos in real time and the videos of the experience.
The User Generated Content, great ally in the communication strategies of the companies that offer tourist experiences
The Balfegó Group has an active policy in the social networks in order to participate in the conversations of its users with the material that these generate during the visits. And, as Tuna Tour demonstrates, User Generated Content (UGC) is a valuable communication tool for companies dedicated to tourism experiences.
It is no coincidence that Tuna-Tour is an experience recommended by Trip Advisor. We should not forget that satisfied and well-satisfied customers are the first brands ambassadors. Mouth-ear is undoubtedly the best advertising. And more, in a sector that depends both on the prescription and on the tourist experiences.
Not only do you have to have a quality product and offer impeccable service. In the case of Tuna Tour, the virtuous circle appealed by Chris Torres is completed with two more actions:
. giving the maximum user facilities to upload their videos and their photos to the networks, and
. being attentive to the conversations in social networks to take advantage of the unplanned communication of the satisfied users and to translate it in sales arguments.