Highlight what makes you unique and tap into travellers’ expectations.
We recently wrote about business travellers and the growing trend of them looking for destinations that are unconventional and adventurous. Yes, the standard hotel room is still number one on the list for business travellers, but this is mainly because they know they will get what they expect. Hotel groups normally also make this easier, as they have a standard room types, which provide guests with exactly the same whether it is in South Africa or London.
With the bleisure travel trend becoming more and more popular, the demand for more adventurous and unique accommodation options will also increase. This means that destinations will need to start thinking out of the box and tap into travellers’ expectations, which is ever changing and could be quite challenging, yet very exciting!
This does not only apply to business travellers, but also leisure travellers. Destinations need to figure out what makes them unique and use that as a selling point. Unique selling points is what gives destinations their competitive advantage. What is yours?
How to identify your unique selling point:
If you are uncertain about what makes your destination stand out from the rest or if you are looking for a way to stand out from the crowd, ask yourself these questions:
- Does my destination offer something different to the destinations in the area?
- Can we incorporate educational tourism or voluntourism or something similar in our destination?
- Does my destination cater for a niche group of travellers, i.e. business travellers, travellers with kids, adventure travellers, etc.?
- Is there a way to incorporate certain activities for travellers at our destination, i.e. yoga classes, meeting rooms, conference facilities, water sports, expeditions, etc.?
These can be guidelines to see where your destination is able to create its own unique selling points, eventually letting the destination evolve and stand out from the rest.
Tools and Trends to use to your advantage:
Keeping up with current tools and trends in the travel industry will guide you to successfully identify certain areas in which your destination is able to exceed guests’ expectations. Examples of these include:
- Travel apps and the use thereof
- Free Wi-Fi
- Knowledge on the different types of tourists and their needs and expectations
- Creative and inventive thinking (thinking out of the box) from employees
- Customer feedback (always very valuable)
- Customer Journey Evaluations (done by Travelling Mystery Guest and helps to identify gaps in the customer journey that need to be attended to)
- Customer Journey Mapping workshops (teaches HODs and staff how departments interlink with each other to create the ultimate customer experience and shows touch points where the destination has an opportunity to WOW the guest. Contact Travelling Mystery Guest for more information and bookings.)
- Knowledge about Millennials and their travel trends and expectations
- Seasonality trends
- Mobile and other technology that can improve the guest’s experience
- Cultural, sport or leisure events and wellness holiday trends
- Long family holiday trends
- Older travellers tend to travel further and longer and look for more adventure
- Younger travellers drive the trend for activity or sporting holidays
These are only a few of the things you could consider when you want to set your destination apart from the rest and be the best. Find your unique selling points and use it to your advantage. Think out of the box.