Marketing Your Destination for the Holidays

The most wonderful time of the year can also be a unique one for your marketing strategy, especially if you’re in the tourism industry. The holidays set special precedence for what consumers value and desire, and companies go into full swing to develop effective, eye-catching ads.

A shift in strategy is essential for travel and tourism, as travelers hope to plan a special vacation fitting of the special season.

Understanding the wrapping and ribbons behind what can influence a consumer to make the decision to travel during this time of year can give you the ability to package a successful marketing campaign. As schools go on break, workers take time off, and families travel all across the country to gather, it is important to consider how to promote your destination/experience in a way that will make consumers want to plan their last hurrah of the year with you. Here are a few key things to keep in mind:

Stay Ahead of the Curve
Travelers book their trips, especially family vacations, far in advance. For long-distance travel, the best time to book flights for Thanksgiving is early October, and the best time for Christmas and New Year’s is late October. The best time for hotel booking is within the first week of the month of the holiday. Plan to launch campaigns well enough in advance to inspire and give your audience time to plan.

Highlight Seasonal Specialties
For a holiday trip, travelers want more than the usual features of a destination or experience. They want an immersive seasonal experience. The unique holiday happenings of your destination will set you apart.  Advertise any annual events, activities, and promotional deals/packages that will make this year’s celebration one to remember.

The Three Holiday Values: Family, Festive, and Fun
The most impactful holiday marketing campaigns tap into these three values: family, festive, and fun. The designated planner of a relationship/family/group of friends wants to go to a home away from home, a place of togetherness where travelers can experience quality time with their loved ones. For festive, don’t be afraid to get into the holiday spirit. Finish your visual materials with iconic holiday elements, maybe reference a classic carol in your copy, and don’t forget the power of jingle bells if audio is involved. Of course, you can’t skip out on the fun! Holiday vacations are all about making memories and making the most of the time people have together. Keep these three values in mind during every step of the planning process.

A Season for Stories
Holiday advertisements commit the majority of an ad to a story, one that evokes emotion, hope, and nostalgia. Heartwarming holiday advertisements go viral every year, appearing in social media reposts and mentioned by word-of-mouth. Through more showing and less telling, consider how your destination can serve as the setting of a heartfelt story that leaves travelers with a moving memory they will associate with your location.

Holiday and tourism marketing requires a sweet spot between expert strategy and knowing your audience. At Crawford, we consider the many factors that determine the heart of decision-making for our travel & hospitality clients. If you’d like to learn more about how Crawford can help define your strategy, whether for the holidays or year-round, contact us today.