Achieving 52-week revenue generation across seasons
Strategic Targeting
Once a tourism business has clarified its offering and communications, it can bring experiences/services to market for customers to purchase. There are 4 keys ways to do this:
- Via Sales Channels including
| Online direct sales channels (Examples) | Online indirect sales channels (Examples) | Offline indirect sales channels (Examples) |
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Markets including
- Island of Ireland: Republic of Ireland and Northern Ireland markets
- Global: for example, Great Britain, US, France, Germany, Spain
Customer segments: these may change per business type and can include
- Families
- Language school students
- Golf
- Active retired
- Leisure Individuals
- Adhoc Groups
CRM and database management
To effectively build revenue across diverse seasons the tourism business must understand that different sales channels, markets and customer segments behave differently. Once the business understands how to engage with these unique behaviours, it can learn how to build revenue across seasons in a sustainable way that can help the business and destination thrive and survive into the future.
| Tip - By blending sales channels, markets, customer segments and CRM/data management, a business can achieve year-round business through peaks and troughs. |
Let’s begin by seeing how this is done via the management of market insights!