Achieving 52-week revenue generation across seasons

Seasonal Offers

The following table highlights

• 4 keys ways to create revenue generation opportunities as addressed above under Strategic Targeting 

1. Sales channels: direct and indirect
2. Markets: domestic and global
3. Customer Segments: such as families, active retired
4. Tracking: CRM and database management

• 3 key functions for growing revenue

1. Revenue/demand management: this includes raising/lowering pricing or offering value add pricing based on customer demand
2. Sales: including

• Pro-active selling: whereby
• a business identifies a lead and
• brings that lead to conversion (i.e. a confirmed booking) 
• Re-active selling: whereby
• a booking request is received (often via the proactive sales generation function)
• and a clear communication response that is mindful of the customer’s needs brings this booking request to conversion

     3. Marketing: including

• Offline marketing: for example, via radio promotions or a magazine editorial
• Online marketing: for example, via social media platforms

To drive demand and maximise revenue through all seasons, tourism businesses rely upon the tools of revenue/demand management, sales and marketing to maximise opportunities.

By blending the tools of revenue/demand management with sales and marketing, a tourism business can maximise sales throughout all seasons and stimulate demand during quieter periods. For example, via the following methods:

• Price: To drive demand during low and shoulder seasons, a tourism business could consider offering.         
• attractive rates for low demand periods such as early morning or overnight stays in January
• the principle of the early bird menu functions on the same basis by offering customers an attractive price point for a meal to stimulate demand during a quieter period
• lower rates to tour operators to target customers with attractively priced low/medium season offers
• children go free rates to drive demand from families when required

• Adding Value: rather than raising or lowering the price, a business can instead include a value add to drive demand. For example,
• an accommodation provider could include the opportunity to visit a local attraction, or discounts for ancillary services such as meals
• a visitor attraction could stimulate demand for memberships from local customers by including value adds such as special discounts for the on-site café/restaurant or an invitation to an annual members Christmas event

• Targeting customer segments according to travel behaviours: a tourism business can attract diverse customer segments to travel during diverse periods. For example, a tourism business could
• target language school leads to generate bookings for early mornings periods
• offer special rates to retired people who have more flexible travel arrangements
• families for holiday seasons
• target loyal customers via ezine communications to sell products year-round, or to increase bookings during low demand