Listen, I get it. You’re a hospitality operator, you’ve poured your heart and soul (and probably a good chunk of your savings) into your business, and the thought of trusting a marketing agency with something so precious… well, it can feel downright terrifying.
And I understand. In my 20+ years in marketing, I’ve heard enough agency horror stories to fuel a bonfire. We’re talking about enough marketing carnage to make even the most seasoned entrepreneur weep – businesses left in shambles, budgets up in smoke, and dreams turned to ash.
And as a result, many in the tourism industry now approach agencies with a healthy dose of caution. And who can blame them? According to HubSpot’s 2024 State of Marketing Report:
“Six in ten marketers feel that the way they spend their budget and the ROI it produces is being scrutinized more now than in the past.”
And that is a good thing.
Marketers should be able to justify themselves, but that’s difficult which is why many marketing agencies can’t.
But here’s the thing, my friends: great agencies do exist. They’re out there, not promising the moon, but rolling up their sleeves and digging into the nitty-gritty alongside you. To separate the rockstars from the wannabes, we need to expose those persistent myths, dust off those marketing fundamentals that never go out of style, and arm you with the know-how to spot a true partner-in-crime for your business.
Part 1: Myth-Busting Time
Let’s call out those siren songs agencies love to croon, the ones that often lead to disappointment (and depleted marketing budgets):
- Myth 1: “Bookings Bonanza Guaranteed (Just Add Water!)” If I had a dollar for every time I heard this… well, let’s just say I could retire early. Here’s the hard truth: bookings are the love child of a whole bunch of factors – your product, your pricing, your website, your llama whispering skills (okay, maybe not that last one). We can build you a gorgeous website with SEO that’d make Google blush, but if your tour’s priced for royalty while targeting backpackers, well, you’re gonna have a lot of empty seats.
- Case in point: I’ll never forget the time a client insisted on a “Groupon-esque” fire sale to boost bookings. Their luxury wine tour, usually a cool $300 per person, was suddenly going for $50. Guess what happened? They got a flood of bookings alright, but from bargain hunters who wouldn’t know a Cabernet from a Capri Sun, leading to unhappy guests and a tarnished brand reputation.
- Case in point: I’ll never forget the time a client insisted on a “Groupon-esque” fire sale to boost bookings. Their luxury wine tour, usually a cool $300 per person, was suddenly going for $50. Guess what happened? They got a flood of bookings alright, but from bargain hunters who wouldn’t know a Cabernet from a Capri Sun, leading to unhappy guests and a tarnished brand reputation.
- Myth 2: “Overnight Success!” We live in an age of instant gratification, where your Uber Eats arrives faster than you can say “extra sriracha.” But building a thriving tourism business? That’s more like slow-cooking a delicious stew – it takes time, patience, and the right ingredients. SEO, content marketing, building a loyal tribe on social media – these aren’t microwaveable solutions. The truth is results may vary, by which we mean they’ll take time)
- Case in point: A fantastic adventure tour operator we worked with was disheartened after three months because their website wasn’t ranking #1 for “best zipline experience in their location.” We had to explain (gently, with visuals) that SEO is a long game, like growing a magnificent beard – it takes consistent effort and grooming to achieve majestic results. A year later, their organic traffic had tripled, and they were racking up five-star reviews faster than you could say “Whee!”
- Case in point: A fantastic adventure tour operator we worked with was disheartened after three months because their website wasn’t ranking #1 for “best zipline experience in their location.” We had to explain (gently, with visuals) that SEO is a long game, like growing a magnificent beard – it takes consistent effort and grooming to achieve majestic results. A year later, their organic traffic had tripled, and they were racking up five-star reviews faster than you could say “Whee!”
- Myth 3: “We’ll Make You the Next Viral Sensation!” Going viral is like spotting a Yeti doing the Macarena – exciting, improbable, and nearly impossible to plan. Chasing fleeting trends often leads to whiplash, not lasting results. Sustainable success comes from crafting a rock-solid brand, connecting with your ideal customer on a deeper level, and consistently delivering value that keeps ’em coming back for more.
- Case in point: I once had a client dead-set on creating a TikTok video they were convinced would catapult them to stardom. We’re talking dance routines, costumes, the works. Now, I love a good conga line as much as the next guy, but I had to explain that while we could make engaging content, going viral is like catching lightning in a bottle – mostly unpredictable. We shifted focus to showcasing their authentic brand personality and, guess what? They built a loyal following organically, proving slow and steady wins the race (even if it doesn’t involve sequins and synchronized swimming).
- Case in point: I once had a client dead-set on creating a TikTok video they were convinced would catapult them to stardom. We’re talking dance routines, costumes, the works. Now, I love a good conga line as much as the next guy, but I had to explain that while we could make engaging content, going viral is like catching lightning in a bottle – mostly unpredictable. We shifted focus to showcasing their authentic brand personality and, guess what? They built a loyal following organically, proving slow and steady wins the race (even if it doesn’t involve sequins and synchronized swimming).
Part 2: Marketing Fundamentals for Tourism Triumph
Listen, the marketing landscape might be changing faster than a street performer swapping hats in Kings Cross, but these core principles remain timeless:
- Know Your Tribe (Like, Really Know Them): Who are those adventurous souls just dying to experience your tours? What makes them tick, what are their pain points, and where do they hang out online (besides drooling over travel pics)? Get crystal clear on this, and your marketing becomes laser-focused.
- Build a Brand So Strong, It Could Hike Everest: Your brand is the soul, the essence, the je ne sais quoi of your business. It’s what makes you stand out in a sea of “me too” tours.
- Spin ‘Em a Yarn: Humans are hardwired for stories. What’s the story behind your passion? What makes your tours more than just “look at that!” experiences? Weave a narrative that connects with your audience on an emotional level, and you’ll have them hooked.
- Value is King (and Queen): Offer something truly valuable at every touchpoint. It could be killer content, exceptional customer service, or even a surprise postcard after their trip. Give them a reason to choose you, rave about you, and become lifelong fans.
Part 3: Choosing an Agency That Rocks
Ready to ditch the DIY marketing and bring in some serious creative firepower? Here’s how to find an agency that’s brimming with fresh ideas, not rehashing the same old tired strategies.
- Honesty Hour: Choose an agency that’s upfront about what they can (and can’t) do. If they guarantee you the moon on a silver platter, run. Fast.
- Tourism Titans: Look for a team with a proven track record in the tourism and hospitality world. They should speak your language (and understand the unique quirks of dealing with travellers).
- Communication is Key: They should be able to explain their strategies in a way that makes sense, without resorting to marketing jargon that’d make your head spin.
- Data Detectives: A good agency uses data and analytics to guide their decisions. No gut feelings, just cold, hard facts (and maybe a spreadsheet or two).
- Shared Vibe: Do your values align? Do you feel a connection with their team? Marketing’s a team sport – choose teammates you actually enjoy hanging out with (virtually, at least).
The Adventure Awaits!
Listen, finding your perfect marketing agency match might take a little legwork, but it’s worth it. Remember, you’re not just looking for someone to “do marketing to you”, but a true partner who understands your vision, your audience, and your desire to share incredible experiences with the world.
Speaking of finding the right partner, if you’re nodding along to all of this and thinking, “Okay, Andy, I hear you, but where do I even start?” Well, you’re in luck! My agency, Scott Aussie, has been helping tourism businesses like yours navigate the marketing jungle for many years. We’re all about transparency, data-driven strategies, and a whole lot of creative fun. If you’re ready to ditch the marketing headaches and amplify your awesomeness, contact us at Scott Aussie and let’s chat.
Now go forth and make marketing magic!
