Believers, not consumers: the power of shared commitment
If you wonder why branding is important in tourism, we challenge you with a counter-argument: is there ever a time when branding is not important?
The time has come to unleash the power of branding in tourism. And to understand how an innovative branding approach for destinations can help reposition and reshape tourism towards a more sustainable, humane, accessible and inclusive model.
A great brand:
Delivers results.
Generates growth. Gives
you purpose and direction
Creates a positive employee culture.
Builds trust and emotional connection.
Helps you stand out in a crowded marketplace.
But, probably, you are not thinking about the brand but about inflation.
While inflation feels like a mountain in front of us, let’s be fearless and climb it. In fact, many travelers have taken that attitude and are climbing it and are undeterred.
According to the Travel in 2023 report, nearly half of travelers admitted they will be more lenient with their vacation spending habits to make up for the lack of travel in the past two years. The main reason? A whopping 72% report that travel will always be worthwhile with the mood of travelers shifting to “bold adaptability” by 2023.
And if we have travelers with the attitude and willingness to travel, what are brands doing to be on the radars, plans and minds of those who travel?
This is where the importance of branding comes into play in tourism communication strategies, whether it is a destination, companies, institutions or individuals. Branding will continue to be vital.
Destinations will become increasingly fashionable. Tourism products will have to offer something with which the tourist/traveler can associate, and new destinations perceived as lesser known will have to develop an associated value.
Branding is a tool, not only for marketing, increasingly used to distinguish destinations when the market is saturated with messages and offers. And also to choose which destinations we want to reward with our presence, our time, our attention and our money.
It also means that people in the destination play a role in contributing to the values, experience, reputation and mindset of the tourism brand. It is not only what can be seen or done but also what to experience, discover and feel.
We are increasingly aware and prefer to connect with responsible, sustainable, humane and genuine brands.
Always start with purpose. Purpose is the reason a brand exists. It is the underlying essence that makes a brand relevant and necessary to people. Purpose sits firmly at the core of a brand’s culture and affects every decision. It creates loyalty, affinity, engagement and connections with your employees and customers.
Following by the people who give life, meaning and feeling to the purpose.
The phygital or that constant mix of physical and digital experiences, and vice versa, will also be a growing trend in this new year. Omnichannel, yes or yes.
The search for sustainable tourism will continue. In other words, the aim is to promote tourism that respects the ecosystem, with minimal impact on the environment and local culture. And one that is economically and socially sustainable.
Just as wellness and improved quality of life are driving 2023 travel.
– You will see the emergence of the “culture shock” tourist.
– More people are embracing entirely new experiences in their travels, but still want wellness as the main driver of their trip. This includes general wellness, spa, relaxation and spiritual travel.
– The most attractive destinations should offer relaxation, exploration and inspiration.
– Wellness and improved quality of life will drive travel.
– Technology will be prioritized and pervasive.
– “Work from where I want” is the new “work from the office”.
In 2023 it is more than advisable to work focusing on improving the relationship with employees and customers, redefining the strategy for a new type of demand, understanding the motivations and needs of travelers.
Travelers and tourists will increasingly value brands that have a clear commitment to the environment and people and that implement corporate social responsibility actions.
At TOTEM Branding it is clear to us that 2023 is the year of tourism branding.
We know there’s a mountain ahead, but we chose to climb to the top, and it’s great. Don’t miss your ticket to the future.
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