Social Media Interactions

Opinions: 

Travel Tech

Competitors are always difficult to identify, as there are more complex factors that make an organisation a competitor than price and location. This is quite interesting, also with regards to a recent article published by hotelmarketing.com that showed that hotels might only know about 25% of the actual competitors. Getting to the bottom of identifying different competitors is essential also with regards to making sure that the real competitors are being considered as competitors. When developing a digital strategy, it is absolutely crucial for a hotel, destination or tourism business to know about their competitors and use the insights from comparing competitors to improve the overall strategy.

IDENTIFYING COMPETITORS

Currently, most hotels, destinations and tourism businesses are mostly identifying their competitors based on price and location. However, this is a rather basic approach and more sophisticated ways of identifying competitors are needed. A competitor benchmark is a good way to evaluate and measure performance of a tourism business, hotel or destination. Data needs to be collected that enables the organisation to evaluate its performance based on a number of key evaluation factors which can differ depending on the nature of the organisation itself.

PUTTING THE CUSTOMER FIRST

Besides looking at most obvious criteria when evaluating performance, it is also essential to measure and see what criteria consumers are seeing as most important when selecting products and services and what factors might actually impact on the decision making process and make consumers decide to go for a different company.

REALITY OF COMPETITOR BENCHMARKING

Although a lot of research has been carried out about the way in which organisations in tourism should measure their performance, the reality does look different, as many organisations are still struggling with their daily business, let alone starting to think about measuring performance and comparing it with key competitors based on a number of metrics.

For tourism businesses starting to consider performance benchmarking, it is absolutely crucial to ensure that competitors are being identified and own performance is being measured in a realistic way in order to ensure that useful and accurate recommendations can be drawn fro performance benchmarking. These recommendations should then be used in view of ensuring that performance gaps are being identified and niche opportunities are being found where the tourism business can tap in and ensure its long term success due to having a USP and responding to a demand that no other tourism business can meet.

Discussion

comments powered by Disqus

More from #DTTT

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge