Five workshops for best reach, happy guests and more bookings

The summer season has never been so contradictory. While some German states are almost overrun, others have to fight for guests. European countries announce they will welcome tourists in if the travel restrictions will be eased in July. Remote destinations open up for domestic tourism first. International hotels and airlines must limit their occupancy according to new rules. How you can transform your guests’ joy of travel into direct bookings in this chaos? You will learn it in following five workshops. 

Workshop 1. Content 

Good content is crucial for you now. In this workshop, you will learn how to explain the value of your offers to people and to make your destination famous. You will find stories that contribute to your company and showcase experiences and adventures. You will optimize content on your website for your wish guests, strengthen customer loyalty in your newsletter and trigger wanderlust on social media. That is the way to generate new requests with your content! 

Workshop 2. Brand positioning 

Your customers’ trust is the new currency in the crisis. It’s easier for you to convince your guests when your destination or travel company gains profile. In the positioning workshop, we go on a journey to discover your corporate identity, which automatically distinct you from rest of the marketplace. From this we will define topics for your customer communication. You strengthen your specialization with clear messages and create sympathy demonstrating your values. Show your uniqueness and win true customers! 

Workshop 3. Website optimization 

Your website is your central place for guest communication – and therefore has to work smoothly. Does your customer feel addressed on your website and can he quickly find the information he is looking for? In this workshop, we will check together if relevant topics are placed correctly and how your guests are led to the booking. We examine your website structure, texts and traffic sources including social media and especially Pinterest. This is how you get more website visitors! 

Workshop 4. Digital Advertising 

You can successfully increase the reach on social media and the number of your website visitors with paid advertising. With well-structured campaigns you will reach more potential guests who are interested in your offer – guaranteed. In this workshop you will receive specific know-how for advertising in digital media, a campaign setup and the measurement of success. With this knowledge you will show your offer to your defined target group on Facebook, Instagram and in Google! 

Workshop 5. Analytics 

What your data reveal about your guests – this knowledge helps your company to keep operations on the right track, put them in the fast lane and better understand yours guests.

The focus of this workshop is on practical setup and implementation of reports, analyzes and dashboards in Facebook Analytics and Google Analytics. Our experts will provide you with practical skills that you can use to improve your offer communication and make new bookings. 

We conduct our workshops both online and offline. Always in a relaxed atmosphere and at eye level. Send us a short message, we would be happy to assist you! 

Contact
Anna Pashkova 
Christian von Häfen 

tourism@neusta.de 

Speedy standstill – Marketing between lock-down and normality

5 requirements to respond better to current developments in marketing. 

Agile marketing helps to cope with complexe situations,

Starting point  
Tourism in Germany and Europe will be possible this summer. In the course of the opening, a cacophony of regulations has arisen in the EU countries and subordinate administration levels. In addition, the sales structures are in violent turmoil. This affects both the stationary and digital sales channels. Tour operators are fighting for survival or have already lost the fight. It doesn’t look any better in the transport sector either. Many connections have been terminated and capacities are only slowly starting up again. How is effective marketing possible in such a dynamic setting? 

Classic approaches are doomed to fail at the moment. The market and the needs of your guests change too quickly. Complex situations like the current one, between shutdown and normality, can only be mastered with an agile marketing approach. But what does that mean? 

Fig: Disciplines that work together in the agile marketing process. The roles can be filled internally or externally. 
  1. The team – no hierarchies, transparency and collaboration 
    Project structures must ensure an open, direct exchange. All team members are in the same boat. No matter they work for a Destination Marketing Organization (DMO), a service provider or a supporting external service provider. 
  2. The Data – The Hour of the Analysts  
    Data must be collected and analyzed in close cycles in order to identify market opportunities and to develop corresponding campaigns. The prerequisite for this is not only a proper setup of the analysis tools such as Google Analytics or Sistrix, but also a daily updated evaluation of the relevant sectors of the travel industry.    
  3. The guests – from fear to daredevil  
    Target groups have always behaved differently in regard to their booking behavior. Already in the crisis there were many people who actively asked the DMOs or service providers how they could go on vacation in the region. If necessary, they were even willing to break the law. This contrasts with guests who are afraid and deeply insecure. And there are many gradations in between. The result: At the same time, a completely different approach must be made for each group of guests. 
  4. Communication – campaigns at speed  
    In the current situation, long-term campaign planning is obsolete – but it had actually been for a few years. Because in digital campaigns everything is tested in real time by the target group and can be permanently optimized accordingly. The development, coordination and roll out of a campaign motif must be as fast as the changing information situation. Ideally, new, targeted campaigns are created every week.   
     
  5. The website – demand-oriented approach Also a truism: The more I mirror the website visitor that I understand him, the more likely he will be my paying guest. The greater the uncertainty, the more accurate the address must be. But if the needs are so different, the website has to be as individual as the guests. The solutions are here, needs-based entrances, Google Optimize and other tools that enable a target group-oriented approach. 

neusta tourism helps  
We “live” digitalization and tourism for more than 20 years and are happy to be at your disposal as sparring partners to support you with the implementation of agile marketing processes, e.g. to generate more bookings at short notice, to improve the guest dialogue or to stand out from the competition. 

Get in touch with us:  
tourism@neusta.de  
+49. 30. 80 58 59 – 20 

Inspiration & Information 

Digital media relation, radio PR 
Training and workshops with travel agencies and organizers 
Michaela Grün: -223, m.gruen@neusta.de 

Digital magazine, Content, eLearning 
Olga Sanavia: -270, o.sanavia@neusta.de 

Social media 
Anna Pashkova: -277, a.pashkova@neusta.de 

Perfomance & Sales 

Campaign strategy 
Frank Grafenstein: -290, f.grafenstein@neusta.de 

Analytics, Tagging and digital campaigns 
Christian von Häfen: -222, c.vonhaefen@neusta.de 

Sales campaigns to generate bookings, Partner cooperations 
Matthias Kraft: -261, m.kraft@neusta.de 

Credibility in the crisis

How media behavior changes in exceptional situations and what does this mean for tourism?

It seems that in the crisis, the viewing angle and the information needs differ significantly from behaviour in “normal” times.  Social media – normally the cheerful source of constant travel inspiration – has little or no credibility in the crisis (according to a study by Infratest Dimap). YouTube is still rated with 19% credibility, while Facebook with 8% and Instagram with 4% became irrelevant. In contrast 46% of all interview partners regard newspapers and magazines and 76% daily newspapers as credible. 

What conclusions do these assessments allow? What we have known for a long time, but which is often forgotten in the frenzy of digitalization, is revealed under the magnifying glass of the crisis: Print is still the medium for spreading credible facts and emotions. Apart from that, many guests feel that high-quality customer magazines are a sign of appreciation. 

In times of crisis, the distribution of printed information is unfortunately only possible to a very limited extent. There are no trade fairs or events and the placement of supplements is difficult. At the moment, customer contacts only take place virtually, if at all. 

New solutions are needed here and, under the leadership of neusta destination solution, neusta tourism has created the right product with destination.travelstory. 

“As a stong supporter of printed destination magazines, I’m thrilled at how well we can use destination.travelstory to address our target groups on their mobile devices. This is the ideal addition to our previous publishing offers,” says Matthias Kraft, Key Account Manager Asia. For example, the editorial-looking native ads has proved to be an efficient and cost-effective form of advertising to attract interested readers. 

In our experience, up to 2,000 visitors can be won for the digital magazine destination.travelstory, with a media budget of € 1,000. 

The first editions of destination.travelstory will be launched in August 2020. 

We are happy to create digital reading experiences for your customers and look forward to working for you soon. Contact us:
Matthias Kraft, m.kraft@neusta.de 

What does the world cost?

What market situations should tourist companies and regions prepare for after the lockdown?  What level of budget is required to generate bookings at short notice? 

What does a booking cost after the lockdown?

At some point in July or August, national and cross-border tourism will get going again. We might compare this situation to a weekly market which only opens up at 2.00 pm instead of the usual 7.00 am. The challenge, then, is to sell your goods in the much shorter time left. So, what are some of the possible scenarios that traders might face in this market? 

Every man for himself 
Here, each individual retailer tries to save his or her own business and a merciless price war breaks out. Just as fruit and vegetables are perishable, so are hotel beds and seats on buses or planes. Whatever you can’t sell today gets thrown away and is wasted. And banks, of course, also want to see sales. 

Whoever shouts the loudest gets heard  
Just like market traders, those who shout the loudest will do good business. Because if you can be heard in the whole market, your chances of attracting additional customers increases considerably. And customers tend to infer from a strong market presence that the business is doing well and that it is good value for money. Undecided customers, in particular, are grateful for any form of ‘guidance’ or ‘signposting’

We are strong together 
It might also be the case that all the participants in this weekly market work together.  Traders are well aware that having a wide variety on offer is the most important thing in keeping their market attractive for their customers.  So nobody benefits if some traders go empty-handed due to short-term profit seekers.  

As always, the reality will probably fall somewhere between these options.  

We can imagine that there will probably be a degree of national and regional solidarity. But merciless competition between regions and nations is also likely to break out. Preparations for a strong market presence are already well underway. But how much do you need to invest in order to be ‘heard’ as much as possible? 

What’s the cost of a guest, a prospect, a website visitor, a like?  
Without doubt, this depends on several factors. Based on our experience as experts in tourism performance marketing, we would suggest the following:  Starting with a media budget of just € 1,000, tourism providers can maximise our experience with a good concept, adverts and campaigns, achieving up to: 

  • 15 bookings of long distance travel packages
    (average package price 4.000 EUR) or
  • 40 bookings of holiday rental homes or
  • 3,000 website visitors via Facebook ads or  
  • 5,000 website visitors via Google search ads or  
  • 40,000 likes for their posts on Facebook or  
  • 5,000 Facebook likes for your website or  
  • Gain 100,000 video views on YouTube. 

In some cases, we were even able to achieve much better results and exceed forecast performance values by up to 500%. An example of this is the #richtiggemacht social media campaign for the Centre of Excellence for Federal Tourism on behalf of the Federal Ministry for Economic Affairs and Energy (BMWi). This resulted in an impressive fivefold increase in campaign performance, without requiring any additional media costs. 

How is that possible? From our perspective, it’s crucial to have a campaign idea which is both unique and outstanding, implement it creatively and provide high quality in campaign planning and implementation. All this needs to be based on having a high level of expertise in tourism, being open to creative ideas and optimal cooperation between all those involved. 

Do you want to generate bookings efficiently and at short notice?  
Get in touch with us.


Christian von Häfen
c.vonhaefen@neusta.de

Last easing for the time after Corona

Now everyone is talking about it: the day or rather the time after Corona. Wuhan is the experimental field observed worldwide and in many regions and countries the interpretations of this experiment are in full swing. Those responsible are under pressure to make decisions. Many people expect the first results from their politicians this week.

The survey of the “Kompetenzzentrum Tourismus” in Germany published before Easter suggests, at least for Germany, that the possible scenarios are very different in terms of time and their effects. These scenarios are based on the opinions of experts in Germany tourism. An expert is not a being without personal feelings and will always project his personal fears and desires into his assessment. Germany tourism has never seen this kind of cut in tourism. Accordingly, many experts are faced with an exceptional situation for the first time, which has a strong impact on their private environment.

Regions in other parts of the world are already familiar with such extreme events. In order to step out of the spiral of excitement, it makes sense to look at past crises, because these reflect the real travel behavior of travelers. And maybe this look into the past helps to focus on the essentials.

A look back in 3 graphics. 

When it rains, it pours

Even now we will see that the health crisis and an economic crisis will overlap. Tourist experts will encounter two fears. The fear of illness and death and financial worries. Both have to be addressed in the communication.

How the overlapping of two crises works can be seen from incoming tourism to Great Britain during the Great Depression and swine flu in 2008/2009. It is not only the different characteristics for the source markets Germany, Spain and South Korea that are remarkable, but also the very different influence of the two crises. At that time the Germans had their travel behavior mainly influenced by the economic situation, in Spain it was the health risk. 

Conclusion: Coordinate the communication in terms of time and content individually for each source market.

Do the right thing

Source markets are different. This was already evident during the Sars crisis. It was found that markets have national characteristics.

The entry figures to Taiwan showed that tourists from the USA and Hong Kong reacted to the crisis earlier than Japan, but the pre-crisis level was reached again after only six months. Japan, on the other hand, took over 12 months. Travelers from different source markets have different security needs and take different lengths of time to regain trust. An increased communication pressure can quickly come to nothing here!

Conclusion: Use your recovery budget wisely! The focus of communication should initially be on the markets that can be quickly regained.

The first cut is the deepest

Yes it’s right. The current crisis will be more devastating for tourism than the previous crises. The UNWTO currently assumes a decline of 20% to 30% of worldwide arrivals. But such forecasts are always politically motivated to draw attention to oneself in the multiplicity of cries for help.

There is nothing wrong with that unless it makes us headless. Let us remain realistic and sharpen our eyes based on past assessments. For example, the UNWTO predicted a 10% drop in arrivals for Europe in the crisis year 2009, but later it was less than 5% in real terms.Conclusion: Even if you prepare for the worst, you shouldn’t lose your ability to act.

We have learned the following from our more than 20 years of experience in tourism marketing for sometimes “difficult” regions and countries: Individual fears and trust largely determine travel behavior. However, these can be influenced, because people trust people and we all in the tourism industry can contribute directly and immediately to reducing fears and regaining trust.

What do you think will come after the crisis?
Discuss with us live:
Thursday 30.4. between 11:00 and 12:30 pm.
Join the discussion

You need two things for our digital meeting:

  1. The link to our digital meeting room in “Microsoft Teams”. We meet there at the beginning and discuss the next steps. You do not need a registration for this. Click here for the digital meeting room
  2. Access to the digital work board “Miro”. You have to register for free, which is very quick. There the participants can create and record their work results. Here you can register for the digital work board.

The day after

7 scenarios of how tourism could change due to COVID-19

At some point the day will come: the day after the crisis. And even if travel is currently an absolutely subordinate topic for many outside the tourism industry, it will become more important again after the crisis. The only question is under which paradigms travel will take place. Because we are currently massively changing our live together, our behavior and our view of the world. And it is not unlikely that many of these changes in behavior will be permanent. How does this affect tourism?

Seven scenarios that should stimulate discussion and disagreement:

Safety first

Don’t take any chances! We learned to avoid crowds during the crisis. Therefore, we go on vacation with our own car only and avoid collective means of transportation such as bus, train and plane, but also carsharing. Only your own car offers the necessary safety and comfort zone.

  • Nearby and medium-distance destinations will benefit. The increase in individual traffic will push the transport infrastructure at tourist hotspots to its limits.

“European arrogance”

Following the reporting of some Asian countries on the crisis management of the European governments, often the term “European arrogance” comes across . This term describes the Europeans’ view of methods (such as tracking apps) that have successfully contained the crisis in Asia, but which, from a European perspective, cannot be implemented in European societies.

  • Asian destinations will increasingly seek tourists from nearby source markets. This development will benefit from the earlier waning of the crisis in Asia. In Future guests from European markets will be classified and excluded as a risk group.

Guests become aliens

In the crisis we learned that every stranger is a potential health hazard. Currently, people of Asian origin are particularly suspiciously eyed when coughing in public, and drivers with non-local license plates are addressed to go back to where they came from.

  • Outside the circle of people working professionally in tourism, locals keep a distance to foreigners. Visitors are aliens and a threat. The current megatrend to immerse oneself in the daily life of the place visited on vacation is out.

Bye-bye carefree cruises

The image of the cruise industry has suffered badly during the crisis. Unforgettable are the pictures of the passengers who were quarantined on their luxury liners in their cabins under solitary confinement conditions.

  • In the future, destinations will consider very carefully whether they still allow the supply of the cruise ships in their ports or allow passengers to go ashore. Precise health and passport controls are intended to minimize risks, which will lead to long waiting times before and during the trip. The time of carefree sea travel is over for now

Death of a salesman

The crisis was a boost to digitalization. Many industries had to switch to a virtual organization within a few days. And – oh wonder – it worked to a large extent. Workshops, meetings, presentations can also be conveniently carried out from homeoffice, the travel times are used for better preparation and coordination. Homeoffice has achieved a breakthrough in acceptance among employers and employees.

  • This development is not reversible. Conference hotels, trade fairs and event locations are facing difficult times and must convince their clients with new offers and added value.

Or, in the end everything will be fine and if not, then it is still not the end…

What a wonderful world

Isolation and social distancing have shown us how important interpersonal encounters are to us. The crisis also showed us how important solidarity, creativity and cooperation are. A strong state has averted the worst consequences of the crisis with massive support.

  • Freedom of movement and vacations are now perceived as a privilege that is handled more consciously. After months of insecurity and deprivation, people want to treat themselves again. Get out of their own four walls. Variety is now the order of the day. Life dreams will no longer be procrastinated but are realized now. The tourism industry benefits from all these needs and is more vital than ever.

What do you think will come after the crisis?
Discuss with us live:
Thursday 9.4. between 11:00 and 12:00 am.
Join the discussion

You need two things for our digital meeting:

  1. The link to our digital meeting room in “Microsoft Teams”. We meet there at the beginning and discuss the next steps. You do not need a registration for this. Click here for the digital meeting room
  2. Access to the digital work board “Miro”. You have to register for free, which is very quick. There the participants can create and record their work results. Here you can register for the digital work board.

Shaping tourism after Corona

They’re radical times. Rigorously, the government has shut down public life virtually overnight. People are staying at home to await the end of the crisis. They work at home, they live at home.

This is reminiscent of a time long ago when work was an integral part of daily life and also took place in and around the home. With industrialization, the concept of work was associated with the place where work was performed. First it was the factory, today it is the office.

The Corona crisis has shown us that in some places it is absolutely possible to let work and life take place side by side, interwoven with each other. Currently, business trips no longer take place, people work together over long distances, often without major problems. Many things can simply be done and experienced digitally.

And just as companies are now learning that not every business trip and meeting is necessary, it is conceivable that people will change their behavior when it comes to make new experiences.

In the article “The day after” we take a look at possible effects on tourism and destinations.

For example, there might be a sudden rush to the old familiar offers in tourism. It is possible, however, that habits have already changed to such an extent that completely new forms of tourism have to be created. In any case, the world will be a different one after Corona. And this has consequences for the way we have to organize ourselves.

Whereas we used to have the opportunity to decide for ourselves at what speed we want to tackle which changes, we now have to act.

Those companies that started to deal with new forms of cooperation in complex markets before the crisis already have reached a certain level of adaptability.

The higher the level of self-organization, the faster and easier it is to adapt to this new situation.

Lessons and possibilities

1. In uncertainty, plans no longer work. But we can prepare ourselves.

We are used to making plans and executing them. In a constantly changing environment, however, plans do not help us. Here we need the ability to derive assumptions from observations and to start many small experiments to create new solutions.

We can help you with the question: How do we have to reorganize our work so that we can better deal with surprises?

2. With each other instead of against each other

Another insight from our work with dynamic environments is that the future belongs to cooperation. This applies to those colleagues who are responsible for clearly defined tasks, who can create much more value when they work together. But it also applies to companies. Instead of focusing energy on outperforming the competition, a lot of value can be created if you use your skills together.

We can help you with the question: What networks can we build now that will help us to be stronger together in the time afterwards?

3. Strengthen the ability to innovate.

We may experience a revolutionary change in the customer’s needs. Do we also have the skills to recognize these and create new offerings? Innovation cannot be decreed; it is the equivalent of the call: “be spontaneous!”. Innovation needs a framework in which it can develop. Only when mistakes are recognized as opportunities, we incorporate as many perspectives as possible into the development of solutions and have the opportunity to try things out quickly – does the new have a chance to show itself.

We can help you with the question: What are the necessary conditions we have to create so that we can create suitable offers for new needs?

Shape the situation

Let us use the time to deal with these questions. Let us become shapers of the situation. Let’s go on the offensive, let’s focus on what we are already very good at and use these skills to develop new solutions for existing customers or even to open up completely new markets for ourselves.

We would be pleased to accompany you on this path.

What do you think will come after the crisis?
Discuss with us live:
Thursday 9.4. between 11:00 and 12:00 am.
Join the discussion

You need two things for our digital meeting:

  1. The link to our digital meeting room in “Microsoft Teams”. We meet there at the beginning and discuss the next steps. You do not need a registration for this. Click here for the digital meeting room.
  2. Access to the digital work board “Miro”. You have to register for free, which is very quick. There the participants can create and record their work results. Here you can register for the digital work board.

neusta tourism helps

Fight fear – with the Corona Assistance Fund , we want to show a clear sign of solidarity in the tourism sector

Quite a number of scientific disciplines that have led a shadowy existence up until now – and may not even have been known to exist – are currently experiencing more media queries than they know what to do with. And representatives of the field of fear research are no exception. Not only is a viral pandemic spreading throughout the globe, but it is joined by a wave of fear that is at least as contagious as the virus itself. What lies in store for us in the weeks ahead? How will we and our loved ones get along? What will happen to our jobs? As the carousel of thoughts spins ever-faster, all these open-ended questions begin to torment us.

And that is where Dr. Borwin Bandelow, President of the Society for Anxiety Research, comes in. Only after we have reached the climax of a crisis, only once the full extent of the impact is clear, can we once again assume a more relaxed approach to dealing with our feelings. What concerns us are ignorance, the unknown, the apparent loss of control. At this stage, Dr. Bandelow calls for conscious reflection on the things we can control and shape at the moment, and the areas where we can be of assistance or become active.

Away from panic mode and into creative mode. As much as the state is now called upon to step in, we also believe that stakeholders in the tourism sector should support one another as well. With this in mind, we at neusta tourism have joined forces with our partners to set up the Corona Assistance Fund for Tourism. Essentially, this entails free services available for destinations and service providers in the fields of consulting, coaching, digital storytelling and marketing.

Tourism has always been an industry of personal happiness and well-being, and that’s the way it should stay in this difficult time. Working together, we can do this – first in the digital space and then together with you, on location.