Tourism is way behind in marketing, when it come to understanding and deploying sales funnel tactic for the digital age.
We are still looking at the world of AIDA – getting and creating Awareness, Interest, Desire and Action. The new order is CCIIA Capture, connect (engage) Inform, Incentivize and automate. But few do anything like that in travel!. Keep tunes for a future article on CCIIA.
The NBO is also flawed in travel. Nearly every travel market beat the drum for the now buyers and we all bemoan the fact that so few travelers book. 95% are just looking and what we fail to react to its that travel has a long buy cycle, and that we as marketers do little to nurture those at the start of the sales cycle. We put our resources into the 5% who are in buy now mode and as soon as they have gone we start again. Why not nurture the shoppers in the early stage with proper messaging and continuity.
We will write more on this, Just let us know that you like the idea and leave your comments below.