Achieving 52-week revenue generation across seasons

Introduction

Year-round revenue generation for tourism businesses is crucial as it provides an essential and sustainable means of supporting local, urban and rural economies and livelihoods by generating paying customers who engage with tourism experiences and destinations that are open and available for sale across low, medium and high seasons.

The purpose of this document is to put your tourism business and destination in the strongest position to achieve year-round revenue generation under the following 4 key topics.

• Communications

• Stimulating Demand through Collaboration

• Strategic Targeting

• Sales Tactics and Tools

The first topic of communications addresses how tourism businesses can avoid negative communications that can deter customers from booking to instead create and present positive messages that encourage year-round bookings.

The word collaboration features heavily and is key to the second topic as it is essential that tourism businesses work together to ensure their destinations remain open and that there are compelling reasons for visitors to visit year-round.

The third topic of strategic targeting addresses building year-round customers through blending offline and online sales channels, domestic and global markets, diverse customer segments and customer data collated by the tourism business.

The final topic of building year-round business through sales tactics and tools including revenue/demand management, sales and marketing is key for maximising sales opportunities during periods of high demand and stimulating opportunities during periods of low demand.