Is Knowing Your Customers Really That Important in Tourism?

by | Jun 21, 2022 | Guest Experience | 0 comments

Do you run a tourism business? 

Could knowing your customers better make your business more profitable?

If the answer’s yes, this post will show you how knowing your customers will boost your tourism marketing and profitability!

Knowing Your Customers is Vital for Content Marketing

Tourism is one of the most valuable industries in the world. 

Entire countries rely on tourists to help boost their economies. As a result, there’s a lot of competition among destinations to attract visitors.

Maybe you’re one of them?

One of the most critical aspects of marketing a destination is to know your customers

You need to understand what they are looking for in a vacation spot and what activities interest them

This information will help you design campaigns that appeal to potential tourists and convince them to visit your destination.

What do Tourism Marketing Businesses Need to Know?

There are many different factors to consider when figuring out your target market. 

  • What kind of climate do they prefer? 
  • What type of activities do they like to do on vacation? 
  • Are they looking for a relaxing getaway or an adventure?

Once you understand your customers well, you can tailor your marketing campaigns to appeal to them

If you don’t know your customers, you’ll have difficulty reaching them with your marketing messages. 

So, read on to discover the best ways to get to know your customers and build the perfect product or service!

1 Why is Knowing Your Customer Important?

destinations international for tourism resources

Knowing a client is the most critical aspect of any business. 

It’s especially vital to gain this insight if you plan to beat your competitors. 

The depth of your knowledge is essential. It must go beyond their name, age or earnings. It means understanding likes and dislikes, what would make them buy your service.

It also means knowing their fears and motivations.

Think of it as a friendship but on a larger and more data-driven scale.

Undertaking the right kinds of market research means you’re more likely to meet your customer’s needs:

  • It allows you to segment your market, which leads to more effective marketing campaigns
  • You’ll be able to design trips and experiences that meet the needs of your target market
  • It allows you to build relationships with your customers
  • It helps to create a unique selling proposition and identify new opportunities
  • You’ll be able to understand how best to reach out to them

Organisations like VisitBritain and Destinations International provide some helpful resources for tourism businesses

They’re an excellent place to start if you haven’t got data of your own to analyse. I’ll talk later on about how to grab some data of your own.

2 What is the best way to get to Know Your Customers?

customers at a busy restaurant

To meet customers’ needs, you need to know who your brand connects with what they’re looking for in an experience. Those insights boost sales and reduce risk

Taking the time to engage is especially important in the tourism industry. 


The customer is the heart of your business. 

The better you know your customers, the better you can cater to their needs. 

Once you know that, you can create marketing campaigns that appeal to them and make them want to return repeatedly.

Here are my top three tips for getting to know your customers: 

Contact clients regularly. That is the best way to get to know them and understand their needs. Talk to them on the phone, send emails and develop a dedicated digital engagement strategy.

Face-to-face communication can help with getting to know customers. If you can, arrange to meet with them in person. This way, you can better understand who they are and what they need.

Make social media your friend. Social media is a great way to connect with customers and learn about their interests. Follow them on Twitter, Facebook, and Instagram, and see what they’re discussing.

Check out my post on how social media affects tourism marketing here. THERE’S NO URL YET, SO NO LINK INCLUDED. 

3 Ask Your Customers What They Think

fieldwork hub tourist market research

The global travel and tourism sector grew by 4% in 2019. It’s increased faster than the world economy for eight consecutive years. 

Customers have never been as experienced, aware or engaged with their holidays, and they’re increasingly confident about writing honest reviews.

Customer feedback is essential for businesses, especially in the tourism industry, where first impressions matter immensely. 

If you don’t know what your customers want, how can you give it to them? 

Asking them is the best way to find out, and there are a few ways to do this.

Conducting customer satisfaction surveys is a great way to get feedback from many customers at once. You can use this data to improve your overall marketing strategy

Make it easy for customers to fill out these surveys on your website or through a survey app.

Another way to get customer feedback is by tracking their behaviour on your website

This data can help you see what products and services are most popular and understand customer needs and wants. 

Okay, how do the most successful businesses use these insights to build a brand? 

They focus on user needs…

4 What are the Four Main Customer Needs?

identifying a customer's needs advice

Most customers will have similar needs when it comes to planning a trip. Regardless of which sector of the industry you’re working in, it’s sensible to get to know them.

We can be even more specific regarding the travel and tourism sector.

Doing market research into these areas will give you the edge over your competitors and empower your tourism business.

The Four Main Customer Needs Are: 

Price: customers need good value for their money, whether through affordable prices or a high-quality product worth the cost. Make sure you show your customers that what they’ll get will be worth it!

Quality: customers want assurance that they’re getting what they paid for and that it will meet or exceed their expectations. That is where using reviews and added extras can be a great strategy.

Choices: customers need to feel they have various options, from different travel destinations to a range of hotel types. Do your best to show your customers examples of all their choices.

Convenience: customers want to book their travel and have a hassle-free experience from start to finish. Make sure your marketing emphasises the ease of their journey, including their actual trip!

Discover precisely how your tourism business can create memorable holiday experiences here!

5 Anticipate, Predict and Plan for the Future

white pages with data on

Let’s be honest… 

Developing your action plan for customer engagement needs to start today. It’ll give your sales and customer experience teams the confidence to engage with clients in a personal way.

You need to identify trends and target specific customers. 

That ensures that you’re not wasting time and money on marketing efforts that don’t reach your target audience. 

It allows you to focus on developing a customer experience that meets the needs of your most valuable clients. 

So, here are my three suggestions for kick-starting your action plan and boosting your sales:

Put Yourself in Your Customers’ Shoes

Never stop considering the world through your client’s eyes if you want to create a long-lasting tourism business. 

When large companies switch their attention away from their consumers, they frequently go off the rails. 

It’s critical to demonstrate that you think about them by addressing their issues and communicating in simple, practical ways. 

That’s why making sure your website is fully optimised is crucial.

Discover why keeping your website maintained is so important in this excellent post!

Respond to Positive and Negative Reviews Personally

Customer reviews will always offer constructive positive and negative feedback. 

However you respond, you must always provide personal feedback to customer reviews that are publicly accessible. 

Humanising your brand is an essential step in establishing the right customer experience. 

As a fundamental trust signal, it’s important to offer consistent feedback allowing for fresh customer insights into your business.

The International Tourism Communication Network offer businesses several communications resources.

Use Data to Understand Your Customers

Keeping customer information in your CRM system will enable you to identify your ideal customer and understand their requirements

Investigate customer data, and you’ll find patterns, from click-through rates to buying preferences. Organisations like the CBI track large scale tourism trends, but generating original data can be of much greater value.

Working confidently with the insights and potential of accurate data is key to sales and service. 

Your business can analyse performance, check response times and better understand your customers. 

After all, CRMs have advanced functions and can be more efficient than simple mailing lists. 

All customers’ actions are valuable in understanding customer behaviour when interacting with your website. 

Using tools like Google Analytics, you can get insight into page times and bounce rates. Behavioural data can help you understand what excites your customers and what kind of service they want.

If that sounds kind of complex, don’t worry…

Find out more about the power of managing your website and having complete control over the data your brand builds!

Conclusion: Knowing Your Customers Makes Tourism Marketing Easy!

Knowing your customers and understanding what they want is critical

That’s how both parties end up happy. That depth of awareness is especially crucial when it comes to tourism marketing. 

Need help with your tourism marketing strategy? Let us know. We’re here to support you on your journey.

By understanding their needs and preferences, you can create a long-lasting relationship with your clients.

Use data to your advantage and never stop considering the world through your client’s eyes. 

Success in tourism marketing is far more likely to follow if you do all this!


Comment below if you have any questions!

Have you developed even more effective ways to engage your customers? Have you seen increased bookings and profits as a result? We’d love to hear about your experiences!

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