The process of producing an picture or identification in the minds of shoppers is called positioning. It’s extremely important to vacation and tourism destinations due to the fact it will help make your spot more desirable to shoppers than other comparable locations.
The procedure of positioning involves marketplace positioning, psychological positioning, and positioning techniques.
Step 1: Market place Positioning
In this phase, you decide on a concentrate on market section (industry segmentation), which is probably the team of folks that you previously are observing at your destination. But if you want new customers, you may want to look at other possible segments, and concentrate on them. For case in point, if you normally have family members at your location, you could target rich retirees as a new source of organization.
Now that you’ve got chosen a target industry, you need to have to understand all about them. What do walk-seattle.com like to do whilst on vacation? What do they want from a location? Employ surveys and concentrate groups to solution these concerns and understand more about your target market place. Funds spent on that now will be nicely invested. You undoubtedly don’t want to squander advertising bucks later on on advertising the improper information to your focus on viewers. Make sure you uncover out what the right information will be, and don’t guess.
The other thing you want to find out from your goal market is how they presently understand your spot. What rewards do they consider your location supplies? What beliefs do they already have about your location? Are any of them damaging? If so, what are they? You will need to counter these beliefs in your new situation.
Phase: 2 Psychological Positioning
Now that you comprehend your target audience, you can put that information jointly with your enterprise targets and determine out what you will connect to the industry phase that will plant the right graphic in their minds about your destination.
You can use physical attributes if they are special. For illustration, Westin Resorts positioned alone with their market-altering “Heavenly Mattress” slogan. As the 1st lodge to supply quality mattresses and bedding, they experienced a unique physical attribute.
Step three: Positioning Ways
1) Head to Head Method: Not advisable for most vacation and tourism corporations, but it can be done. It’s far more most likely that you will:
2) Relate Yourself to Industry Chief: If you can’t lick ’em, be part of ’em! Avis Vehicle Rentals did this with their slogan “We try out harder.” Marriott, Hilton and Radisson have all employed this strategy way too, introducing premium beds to their offerings, thereby hitching a journey on Westin’s gravy teach.
3) Cost Benefit: Not to be mistaken for cheapest value, which is usually prevented simply because shoppers relate minimal price tag to low top quality. Situation for ideal value alternatively, making use of this technique.
four) Users and Characteristics: Associate your vacation vacation spot with a group of people, or with the motives they may possibly occur to your destination.
5) Destination Class: Can you affiliate yourself with a unique experience? Possibly you are a tour operator that gives excursions to the missing metropolis of Atlantis. (If so, make sure you get in touch with me, I want to appear…but you get the notion.)
Summary
You are now nicely set up to placement yourself for maximum aggressive edge. Do bear in brain other elements that may possibly affect your position, this sort of as spot, economics, politics, and way of life adjustments. Go for the gold and take pleasure in a situation as industry leader for your target market place phase.