How to attract clients for a travel agency. How to attract tourists? – Creating a beautiful story How to attract tourists to the city

A fairly significant share of our regular clients are various travel agencies working in both major cities million-plus cities, and in small provincial cities throughout Russia and beyond. Regardless of the scale and specifics of the agency’s work, for everyone, without exception, the primary task is to attract clients and the desire to see them as beloved regulars.

In this material we will try to highlight some of the important points, in our opinion, without which the success of travel companies in an ultra-competitive environment is almost impossible. We hope this information will be useful to those new to agency work or simply adopted.

So, a little about the most important things:

1. Travel agency website

A travel agency’s website is today one of the indispensable tools for attracting clients and promoting tourism services. If a few years ago it was enough to have a business card website with information about a travel agency with directions and contacts, today technology has gone far ahead. Business card sites, or even more so the absence of one at all, no longer attract the mass consumer, when all sorts of online services for searching and booking tours, tickets, hotels, excursions, and, in general, various tourist products are already in full operation around. In fact, the main task of the site is to actively participate in search engines, clearly and in as much detail as possible to show the future tourist all sorts of offers from the company, and be sure to provide the opportunity to leave an order or book the tour you like. It is important that the site itself is convenient for customers, informative and easy to navigate. Each of tourist destinations, for which the travel agency operates, it is advisable to colorfully design with photographs, routes, hotel descriptions, additional services, and, of course, truthful prices. Conspicuous holiday promotions and special offers on the main page of the site will always be appropriate and will definitely be studied by visitors. Don’t forget that for many site visitors, reviews and recommendations from other tourists play a certain role. The visible active participation of a travel agency's clients tends to create a sense of trust and openness. If the site hosts various Online services for the selection of tours, air and train tickets, hotels, car rentals and any other ancillary services with the registration of an application or reservation, this gives the site the advantage of round-the-clock 24-hour operation, automatic support for the relevance of offers, an integrated approach to serving your potential clients. There must also be an element of quick feedback with company employees in the most visible place, for example in the form of a call order form or an online consultant. Today, a certain proportion of tourist clients do not at all want to call or go to a travel agency at the stage of selecting a tour or paying. Do not exclude such tourists from your future clients.

A good website often encourages a purchase. How to bring more customers to this site is the second and very important task. There are now many methods for promoting travel sites, the only question is the size of the advertising budget. Let’s consider the main advertising mechanisms from expensive to free:

· Website optimization for search engines

The so-called search engine promotion as an online advertising tool is generally responsible for the visibility (rating) of the site in the search process by clients and for increasing the traffic to the site by clients through transitions (clicks) to it from search engines. The higher a site ranks on the search results page for key customer queries, the more likely the user is to navigate to that site based on the information they are looking for. Typically, the first 2-3 pages of a search are the most viewed. And then either the user formulates their request differently, studies the results on subsequent pages, or goes to cross-references or other search engines. The site is optimized from the inside in the admin part of the site, where you can enter keywords for search engines. Various methods of black and white optimization are also somewhat popular. This includes exchanging links with sites of similar topics, registering in directories, distributing company news, posting articles, participating in forums, etc. As a rule, the result of the work done is not visible immediately, but only after a few months. It is labor-intensive and, therefore, quite expensive. Without special training or dedicated specialists, it may not bring the desired results. The main thing in this matter is to competently approach the process itself or the choice of contractor. For clarity: in order to correctly build optimization criteria, you can take into account and study the statistics of key queries on any search resource: wordstat.yandex.ru(from Yandex), adwords.google.ru from Google, adstat.rambler.ru from Rambler.

· contextual advertising

Contextual advertising is another type of using text advertising for a travel agency on the search results page in search engines and various partner thematic sites. Advertisements are served in search engines at the top and to the right of the results, indicating “as an advertisement” or within the partner sites themselves. Again, the correct selection of key queries and payment to search engines for them play an important role. This method is much less expensive than search engine optimization and does not require high professionalism of the performer. The advertisement will be guaranteed to be shown the number of times you need, and the payment for its placement will be debited gradually and will not be so expensive. Contextual advertising is suitable for promoting hot tours, promotions, special offers, as well as hotels and package tour packages, promoting a travel agency or advertising a tour operator. The most popular contextual advertising services now are: Yandex.Direct, Yandex Advertising Network, Google AdWords, Google AdSense, Begun.

· Tourist sites (forums, reviews, articles, reviews)

Placing master classes, expert articles, thematic interviews, presentations of new destinations, and competitions with prizes on tourist platforms will, of course, be a significant plus for a travel company that is actively promoting its brand. You can also attract the attention of visitors using banner advertising. The main thing is to monitor its effectiveness. Effective method advertising a travel agency, promoting tours, building loyalty and image of a travel company - this is participation in tourism forums. Nowadays, there are many tourism-related sites and portals where visitors leave reviews, photographs, share impressions of their trips, learn information about countries, resorts, cities, culture and customs of the country they are visiting, etc. A travel company can use and demonstrate its professionalism by providing useful articles and recommendations on various tourism topics. This format of direct communication allows you to talk about the advantages of this or that type of recreation, increase confidence in the company and its employees. Among the most popular and most visited tourist sites in the tourist environment are: Tonkosti. ru, Tourdom. ru, Tourprom.ru, Travel.ru, Tourbus.ru, Votpusk.ru, Travel.mail.ru, Travel.rambler.ru, Turizm.ru, Otzyv.ru, Turpravda.com, Tourinfo.ru, Svali.ru and many other regional portals. Be an expert in your field.

Travel agency advertising in in social networks- a fairly effective and still free way to promote tourism services, the tourism product itself, support the image of the travel agency and brand recognition. According to the travel companies themselves, which have their own pages and groups on social networks, the share of clients contacting them through social media is increasing every day. Just like on a website, on a social network it is quite possible to inform clients about your promotions, special offers, hot tours and discounts, and to accept applications and requests for tours. It is important that social networks are an effective tool for studying the opinions of their consumers, their preferences and wishes, and satisfaction with the services received. Don't forget about comments and useful articles in the blogosphere. Build a social image, try to be closer to your clients.

3. Loyalty programs

For selling tours and special offers Travel Company can cooperate with various coupon services. According to reviews from tourists and travel agents themselves, this just-beginning service is gradually gaining some popularity and bringing in the desired sales. Of these most popular services, we can note biglion .ru, groupon.ru, kupikupon.ru, kuponkin.ru and so on by analogy. You can also interest clients through all sorts of joint promotions with tour operators with advertising both on their website and on other partner sites (so-called cross-marketing promotion). To support the client base of regular customers, you can organize the issuance of certificates and loyalty cards with discounts and SPOs on the travel agency’s website. We must not forget that there is a category of clients who will always and under any circumstances look for discounts and Special offers. Make an attractive offer to your clients.

4. Tourist product sold

When it comes to advertising, one cannot help but say something about the tourism product itself. After all most of An advertising company is always aimed at selling tourism products. Choosing the right tourism product and your target audience is generally task No. 1 before starting all tourism activities. The range of tourism services is quite wide: inbound and outbound tourism, mass and individual destinations, VIP tours, health resorts, business and educational trips, etc. Each area of ​​activity has a number of features and requires its own special approach for advertising on the website and promotion on the Internet. Sell ​​last minute tours to popular visa-free countries Of course it’s easier, but the competition is also higher. And vice versa, having exclusive tour packages, you will have to not spread yourself thin and work clearly in your segment. Therefore, directly choosing a tourist product and additional services need to pay special attention. There should always be something that distinguishes you from your competitors.

5. Corporate culture

This is another important point in our opinion in the process of attracting clients. When every potential client is on the account, it is impossible to imagine the work of a travel agency without maintaining a corporate client database. The advantage of such in-office programs should be precisely those tools that will allow you to more effectively build relationships with clients. The most popular tools in automated software systems include e-mail and SMS information services, selection and booking services, task planners and organizers, reminder systems, directories on countries and customer tours, and various CRM elements. Since the effect of word of mouth has not yet been canceled in tourism, you should definitely take care of pre- and post-sale ethics and the manner of communication with clients. When attracting potential tourists to the site, you must always be ready to professionally answer any of their questions, quickly select options to suit your needs and explain the advantages of this selection. All this gives the work of a travel agency manager irreplaceable professionalism. The main thing is that more than one website visitor and client seeking services does not go unnoticed and unaccounted for. And proof of high-quality and professional work with clients can be provided by various independent ratings in which a travel agency can be assessed. Examples of such ratings are at http://firms.turizm.ru/firms_rating/, travel-top. ru. Turn your experience into an advantage.

This topic is, of course, much broader than what is described in this article. Print media and other offline methods of attracting customers are not affected here. It is also important not to forget about the seasonality of demand and the corresponding adjustment of the advertising mechanisms used. Adjustment for your main target audience, be it VIP holidays or mass destinations, is also important when choosing promotion methods. Form a positive image of your company, increase the quality of work and loyalty to the company, do not forget about the recognition of your brand.

If readers are interested, we can periodically develop a series of publications on topics that are most relevant in tourism. It is enough to indicate the questions that concern you in the comments to this article.

Vitaly Karpinchik, resident of Slonim, host of weddings and corporate events, professional traveler and accompanying person tourist groups

In the column “Three Ideas for Slonim,” our compatriots share their thoughts on how to make our city more attractive to tourists. Today Slonim resident Vitaly Karpinchik offers his ideas.

There is no effective recipe for how to make Slonim, like any other place, touristic. Not a single idea, which seems very successful and even brought to life, will guarantee that tourists will pour into the city in droves. First of all, the residents of Slonim themselves should want and be interested in more tourists coming to the city, and not only want, but also advertise their city themselves and invite guests. And for this, Slonim residents need to know and love their city, its sights, and history. Because increasing the interest of tourists in our city can only be achieved through our own love for our city. Only our love and concern, our hospitality, coupled with event tourism could give quick results.

Vitaly Karpinchik

1. Hold an official Guests Day
Tourism and hospitality are concepts that are very closely interrelated. Therefore, I would propose holding an official Day of Guests in Slonim. Slonim would become the only city in the Republic of Belarus where such a holiday would be held.

Discounts in cafes and restaurants on this day, free visits to museums, half the cost of travel on buses - all this would indicate our respect for guests and our hospitality. The residents of Slonim could have a day off on this day.

This idea might work. People would understand that this is a great day to invite friends from other cities. In addition, we have many sister cities in different countries Oh. Therefore, Guests Day could be an excellent occasion to invite delegations from these cities.

Gnomes - the symbol of Wroclaw

2. Come up with a brand symbol for Slonim
The topic of city branding has been trendy lately. For example, several years ago, as a graduation project, a Belarusian designer made symbols for Belarusian cities, basing the visual images of cities on the historical aspect. So, the crystal became the symbol of Soligorsk, and the bear became the symbol of Smorgon.

Polish Wroclaw, for example, is considered not only a city of bridges and students, but also a city of gnomes. Gnomes have become a full-fledged symbol of Wroclaw and are loved not only by city residents, but also by tourists. People believe that they bring good luck and prosperity to the city.

The first figurine of a bronze gnome appeared in Wroclaw in 2001. Now sculptures of fairy-tale gnomes, about 400 of them, are scattered throughout the city center. Tourists' search for small city residents turns into an exciting quest: after all, inconspicuous figures are found in the most unexpected places, even on a lamppost. Moreover, each gnome has its own meaning and profession. For example, at the station you will be met by a traveler gnome with suitcases, and at the entrance to a cafe a friendly gnome will invite you to have lunch.

The residents of Slonim could come up with a similar brand symbol, based on some local legend or historical fact. To do this, you just need to invite caring residents who truly love their city to a round table.

The production and installation of such a symbol of the city could be timed to coincide with the above-mentioned Guest Day, and over time there would be more distinctive signs and symbols in the city.

3. Make the shortest street one of the city’s business cards
In the center of Slonim there is a very short street that leads from the square to the synagogue - Pereskok Lane, which was noticed quite recently. This lane could become one of the smallest and narrowest streets in Belarus, if, of course, it is played out correctly.

In Amsterdam, for example, there is a narrow street on which it is difficult for even two people to pass each other. Nevertheless, this is the most visited place in this city.

And in conclusion, I note that no one will go to our city to see the sights or celebrate unique holidays if its residents themselves do not do this and do not attend these very holidays.

READ

Nadezhda Makatrova

How to attract tourists and become a tourism brand in Russia

If you want the world to change, become that change.

Mahatma Gandhi

Every obstacle is overcome with perseverance.

Leonardo da Vinci

Preface

How can we attract tourists? How not to get lost among thousands of proposals from other cities and countries? How to convince Russians that you can relax in comfort in Russia, and that a small town far from Russian capitals is not necessarily a “hole”?

As practice shows recent years, these questions can be heard at all conferences, round tables and forums dedicated to the development of tourism in Russia. They are also heard during our conversations with representatives of local and regional administrations from different ends countries. And these questions concern not only officials, but also heads of travel agencies, hotel and restaurant owners, directors of museums, sanatoriums and even local residents who rent out their living space to vacationers...

So what to do? “Take an example from Myshkin!” – this dangerous advice is repeated, like a broken record, by various “gurus”. Myshkin is a wonderful city, but, firstly, its strategy is not suitable for everyone (Myshkin has about 6 thousand inhabitants), and secondly, it is pointless to copy the tip of the iceberg without seeing and understanding everything that is hidden from view in thicker than water.

Three or four years ago the participants tourism exhibitions, representing Russian cities and regions, said: “We just need money for advertising, and people will come to us!” Money was allocated, tourists did not come... Today there is a more professional understanding that attracting tourists is not so much advertising, but a whole task system, which need to be addressed at the territorial level. And this book is a story about who should solve these problems and how, what mistakes and pitfalls there may be, what resources can be used in the work and how to place emphasis. And of course, examples of success.

The book “How to attract tourists and become a tourism brand in Russia” is based on an analysis of the experience accumulated in Russia and the CIS, both successful and unsuccessful, as well as the experience of some foreign countries in developing tourism and promoting the territory in the tourism market. In addition, some observations and conclusions made while working on projects of the consulting company “Konkretika” served as material for the book.

This book is methodical, sometimes unpleasant and even offensive, because it tells not only about opportunities and hidden potential Russian cities and regions, but also about their typical errors and shortcomings. But the main value of the book, in my opinion, is specific practical recommendations that explain WHAT need to be done and HOW do, as well as 420 real-life examples, providing rich soil for your own ideas and solutions.

I hope the book will become your assistant in your work. Have a productive reading!

Nadezhda Makatrova,

Director of the consulting company "Konkretika"

Tourism brand: to be or not to be?

Fate leads those who want to go, and drags those who do not want to go.

Cleanthes, ancient Greek philosopher (IV-111 centuries BC)

In the Soviet Union they had not heard of brands. But at the same time, all citizens of our huge and multinational country firmly knew that:

If you want to go to the sea, then you need to go to Black Sea coast Caucasus or Crimea. With small children - to Anapa or Evpatoria;

If there are no vouchers to the Black Sea, then to the Azov Sea, to Yeisk;

The intelligentsia preferred the Baltic states;

If you need treatment, the direct route is to the Caucasian Mineral Waters sanatorium;

For lovers of excursions and cultural and historical values ​​- Moscow, Leningrad, the cities of the Golden Ring and, perhaps, Pskov and Novgorod;

Military-patriotic education - Volgograd with its famous Mamayev Kurgan.

All Soviet people also knew about Baikal and Kamchatka, but they didn’t even dream of getting there - the flight was too expensive for a simple Soviet family to afford. Here they are - real tourism brands, created, by the way, with strong support from the state...

Of course, there were many others in the USSR interesting places and routes - “hits” of the district and regional scale, where excursion groups from schools, universities, enterprises and institutions were constantly sent, but they could not compete with the all-Union “grands”.

25 years have passed since perestroika...

Today, if you look at the MITT or Intourmarket exhibition in Moscow, you can see hundreds, if not thousands, of new tourist sites and routes across the country on stands. One is better than the other, with intriguing descriptions and amazing photographs. It would seem that new times mean new names.

No matter how it is!

Ask an ordinary Russian which cities or resorts in our country he considers the most popular among tourists, and you will most likely receive the same list. True, Crimea and the Baltic states (as foreign countries) will have to be deleted from it, and St. Petersburg will take the place of Leningrad. Allow your interlocutor to include foreign resorts in the list, and Türkiye and Egypt are guaranteed to be in the first place. I'm talking about mass routes. Skiers will usually call it Elbrus, fishermen will call it Astrakhan.

"How so? Why? Russia's tourism potential is not limited to 10–15 popular routes?! We have two orders of magnitude more of them!” – one of the readers will be indignant. The potential may not be limited, but the perception of tourists, according to the laws of marketing, is, alas, not rubber. The law says: the number of bright, memorable images on the market is limited. I recommend that you re-read the highlighted phrase two more times.

It is only at first glance that it seems that it is enough to come up with “something original” and you will be noticed. You can come up with anything you want, but here’s the question:

– Will they remember this (against the background of competitors’ proposals)?

– Will they buy it (by comparing different offers)? And buy not just one season, but at least ten years in a row.

For clarity, I will give two useful analogies.

1. Each class has its own “excellent student,” “low student,” “clown,” “athlete,” and its own “beauty.” And sometimes - your own “outcast” (remember the film “Scarecrow”). It is very problematic to characterize all other children in terms of their role in the class.

2. In the 90s Russian cities A lot of different stores and shops opened, and today most of them have “died”, giving way to online players. By the way, in Europe about 80% of goods are sold through chain stores.

What is the conclusion from this in relation to tourism?

In five years, a new pool of tourism brands of all-Russian significance will be formed in Russia. It is clear that Moscow and St. Petersburg will automatically retain their leadership positions due to their exceptional starting opportunities (just as there are three main TV channels in the country and... all the others). Our resorts will also be in a privileged position. warm seas(unless sudden climate change occurs). And who else will be included in the list of the strongest remains in question for now...

If the heads of the cities and regions mentioned at the beginning had actively developed during the 25 years of perestroika, and had not relied on the tourist resources accumulated over previous decades, then everyone else would not have been destined to catch up with them in the foreseeable future. However, they remembered the development only 5-7 years ago, thereby giving their neighbors a chance.

The importance of getting into the leader pool is illustrated by the Zipf curve (Zipf)

Picture 1

Zipf distribution (Zipf)

Those cities and regions that find themselves at the tail of this curve may not count on anything serious... Perhaps they don’t need this, and tourism for them is like birch sap in an ordinary grocery store: they hardly take it, but they have it for assortment .

At the same time, our conversations with representatives of local and regional administrations indicate that in many parts of Russia they take tourism seriously, hoping with its help to give a new impetus to the development of the territory and replenish the budget. For this purpose, short-term and long-term programs are being developed everywhere, new tourism brands are announced, advertising catalogs are printed, exhibitions and presentations are held, journalists are invited, etc.

Why can’t many cities and regions make a breakthrough and significantly increase tourist flow? What needs to be changed at work? Subsequent chapters of the book will be devoted to a detailed answer to these questions, but here I will only outline the key points.

Of course, a country’s brand is created with the aim of attracting tourists. But besides this, a number of factors influence the increase in the number of tourists: the remoteness of the country, the level of security, the presence of developed infrastructure, the number of major events held and many others.

There is no universal formula for creating a country brand that would help attract a certain percentage of tourists to the country, emphasizes Igor Blagodarsky. In each case, brand promotion is supported by real changes in the country.

The brand’s work with internal audiences plays almost the main role. It is the residents of the country and companies working in the field of tourism and beyond that will create the experiences that the country’s brand promises to its guests

Which countries' branding is the most striking, conceptual and memorable?

One example is Iceland. Since the 2010s, it has experienced a tourism boom with double-digit annual tourist growth. The concept of a country brand is an offer to be inspired by a unique and mysterious lifestyle. This message was actively promoted on social networks and YouTube. The brand's communication initiative turned out to be so infectious that a series of Iceland Academy videos launched a wave of others, already created by Icelanders themselves. As a result, the country, which was previously associated with ice and a volcano with an unpronounceable name, has become one of the most popular destinations for travelers from Europe and North America, and annual GDP per capita increased in 9 years from $5,000 to $45,000.

Among the countries of the former USSR, perhaps the most interesting example- Georgia. It attracted the attention of tourists from European countries and reactivated the flow of tourists from Russia. According to open data, the contribution of tourism to the country’s GDP today is 18%.

By the way, a city can also be a brand. In 2010, our agency developed a brand for Melbourne that presented the city as the creative and progressive capital of Australia. After two years of branding, the city's GDP grew by 10% to $56.8 billion, and revenue from external tourism increased by 5% to $3.4 billion.

Most recently, we presented the idea of ​​​​a new brand for Azerbaijan - “Look in a New Way”. The brand's visual identity consists of two figures that together form an icon stylized as a capital letter "a", symbolizing Azerbaijan.

A new visual symbol is a lens that allows you to see more, look at a place and its culture from a different perspective

What components does a country’s “brand book” consist of?

The brand book itself is not the goal of any branding project. The brand book only formalizes all strategic and conceptual developments and decisions within the project, and their list depends on the tasks at hand.

When developing the positioning of a tourist destination, special attention is paid to the target audience and the opportunities that the country already has. I'm talking about infrastructure, human resources, cultural attractions, business opportunities, transport accessibility.

It is also worth noting that the brand’s work with internal audiences plays almost the main role. It is the country's residents and companies (both in and outside of tourism) who will create the experiences that the country's brand promises to its guests. The brand should inspire local people who will then help spread the positive image around the world.

What was the most difficult thing in creating the Azerbaijan brand?

Be on time. We started working on the project in July and knew that on November 5th the brand had to be presented to the general public at the World Travel Market in London. Taking into account fairly strict timing, we built our processes so that time does not affect quality. To achieve this, our team of experts from different countries (including potential markets of Azerbaijan) worked intensively on the territory of Azerbaijan. In addition, the client’s team assisted us with work processes and brilliantly organized our trip to the country.

In a fairly short time, we were able to study the historical and cultural background of the country, the thinking and lifestyle of people, vision of the future, and opportunities to stand out in a competitive environment. This created a truly strong and credible positioning idea and a vibrant and vibrant brand.

What distinguishes the Azerbaijan brand from other eastern countries, for example, from Turkey, which also focuses on hospitality, natural diversity, centuries-old culture and the like?

Hospitality, natural diversity and centuries-old culture in themselves are not unique advantages. The uniqueness lies in the details and nuances, about which you can have a long separate conversation. And the mission of the Azerbaijan brand is to give guests a taste of these details, and for the residents of the country to do everything so that they are proud of them.

One of the key challenges for the country was that people know very little about it (even in the countries of the former Union there are certain stereotypes about Azerbaijan that are far from reality). However, this also became an advantage. The Azerbaijan brand invites people to discover the mysterious essence of the country, turning travel into a kind of exploration.

Igor Blagodarsky

What are the statistics: travelers from which countries visit Azerbaijan? What are the expectations - will the new brand change the situation?

Tourists mainly come to Azerbaijan from Russia, the republics of the former Union and Iran. Recently there has been an increase in interest in the Middle East. The main goal of the brand is to stimulate an increase in flows from these markets, as well as to attract the interest of tourists from Europe.

In 2017, the country welcomed 2.6 million tourists who spent more than $1.3 billion, propelling the country into the upper echelon of the world's fastest-growing tourism destinations. The goal of the Azerbaijan Tourism Council is to double their number by 2023 and make tourism the second most important sector of the country’s economy.

Business on symbols that did not exist

Many tourist places, especially those that have appeared in recent decades, do not have any symbols of their own by which this place would be uniquely recognizable, like Mount Belukha in Altai or the beaver at the Bobrovy Log ski resort in Krasnoyarsk. The business idea is to create and popularize a symbol - it could be an animal, real or mythical, a sign, a statue or anything else - and then make money by selling souvenirs tied to the newly created symbol.

The business plan for this idea will include several stages:
- Popularization of the symbol. At this stage there is no profit; investments are made in advertising and the production of a prototype (a giant statue made of wood or snow, for example). After about a year, you can move on to the second stage.
- The second stage is the production and sale of souvenirs. The sources of profit and cost are obvious.

Success with virtually no investment will be realized when the author himself is directly involved in the production of souvenir products, or even owns the production or is ready to create it.

The idea seems absurd, but there are examples of its successful implementation. This is the famous Museum of Mice, for example, or the Yeti as a symbol ski resort Sheregesh. In both cases, first a large specimen of the popularized symbol appeared, attracting attention with its absurdity (a 3-meter statue of a mouse made of metal, a wooden statue of a Yeti with a pine board in his hands, the size of a person), tourists actively take pictures against the background of these statues, and soon a small tray with smaller samples, and after a few years it is already a well-functioning industry, bringing its owner a good profit.

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Video - Development of tourism in Russia: