Recent years have shown how important the leisure and tourism market has become not only for physical and cultural benefits but for mental health too.
There are thousands of attractions in the UK alone, so how can your business stand out amongst the crowd? Keep reading to find out.
Show your value
Many households are becoming very cost conscious in the current cost of living crisis, so how do you as a tourism and leisure business encourage these families to make a booking with you? Show your value.
Are you an activity provider who promotes family attractions? This should be the hook for your marketing strategy. Family attractions and activities are highly popular due to the fact they provide customers with value. It’s a day of fun activities parents can enjoy with their little ones on the weekend or during school holidays when it can be difficult to know how to entertain them.
Consider what makes your business unique and use that as the focus for your marketing efforts.
Escapism
Many households have spent the past few months worrying about the cost of living crisis, therefore 2023 is the perfect time to start promoting your attractions as a form of escapism from the everyday.
This can be a strong opportunity to market and encourage people to visit even during difficult times. We all need to escape reality on occasion and too often we stay in our houses to do that. This is your chance to show why your attraction can help people forget their worries and have a fun-filled day.
Local market
A lot of people want to get out of the house but simply don’t have the money to worry about the cost of petrol or travelling long distances. The simple solution is to focus your marketing efforts on the people in your local area. Ones that could walk, take a bus or only have to spend five minutes in the car to visit you.
Often, we don’t even know what activities and attractions are in our local area, therefore focusing your efforts on the local market will help to spread awareness and drive more visitors to you.
Rich content
Rich content is more important than ever as consumers are actively looking for quality over quantity. Google’s recent ‘Helpful Content’ algorithm update proves the value rich content and imagery can have for your SEO as its aim is to better reward content where visitors feel they’ve had a satisfying experience.
Ensuring your content is optimised and full of useful information will directly affect your website’s searchability.
Fast and simple booking journey
Nowadays, users expect you to have an online booking system. Research shows 83% of Gen Z and Millennials are more likely to book with a company that has an online booking system.
You could be missing out on more visitors by not having this option available on your website. It’s not enough to have a booking system, you also need to ensure it’s visually appealing, easy to use and allows customers to check out within minutes.
An example of this is the Beyonk booking system which not only creates a seamless booking journey but also allows you to customise your email communications beforehand, allowing you to focus on more important tasks, knowing your customers are automatically receiving all the information they need for their visit with you.
Specialised events for loyal customers
You see similar promotions with a lot of businesses, for example, receiving an email with a discount off your next purchase. Whether that’s from a restaurant or a clothing store, these companies are actively letting you know how much they appreciate your business and providing an incentive in the hopes you’ll become a returning customer.
For tourism and leisure businesses, hosting a specialised event for your most loyal customers is a great way to show them their value. It also keeps you at the forefront of their minds, and often results in more frequent visits or telling their friends and family about you.
Would you like to hear more about how to compete in the current leisure and tourism market? Book a free online consultation with us to learn more.
