If you’re anything like me, you’re first on that Olympic bandwagon (I am currently a sudden expert on double-doubles and Yurchenkos). But while we get all the feels from watching our athletes go for gold, there’s real gold in the travel opportunities these mega-events create. Karryon looks at some actionable strategies travel professionals can take to turn the Olympic spirit into a business bonanza.
Major events, like the Olympics, World Cups, or music festivals, are magnets for travellers. Not only do they draw massive crowds but they also increase demand for travel-related services exponentially. So, how do you mine this travel gold?
Early planning and marketing
The early bird catches the customers! The trick lies in tapping into and building demand early and effectively. Early planning is crucial for a few reasons:
Securing resources
By starting early, you can secure the best rates on flights, accommodations, and other essential resources. This ensures you can offer competitive prices to your customers.
Building anticipation
Create buzz around your services by aligning your marketing campaigns with the event. Use teasers, countdowns, and sneak peeks to build anticipation. For example, you could start your promotions a year ahead, offering early bird discounts and exclusive packages.
Customising offerings
Early planning allows you to customise your offerings to suit the event and your target audience. You can tailor your packages to include event-specific perks, such as priority seating or exclusive access to popular attractions that sell out early.
Here are some successful early marketing strategies to consider:
Email campaigns
Start an email campaign targeting previous customers and potential leads. Highlight the upcoming event and the exclusive packages you’re offering. Include enticing visuals and clear calls to action.
Social media teasers
Use social media platforms to release teasers about your event-related offerings. Share behind-the-scenes content, preparation tips, and fun facts about the event to engage your audience.
Content marketing
Create blog posts, videos, and infographics that provide valuable information about the event and travel tips. This not only positions you as an authority but also drives organic traffic to your website.
Get your suppliers involved
Building strong relationships with suppliers is crucial when leveraging major events. It ensures that you can offer competitive prices and high-quality services. Start by identifying key suppliers, and make contact to see how you can work together.
Negotiate favourable terms by highlighting the mutual benefits of collaboration. For instance, you can offer suppliers increased visibility and guaranteed bookings in exchange for discounted rates or exclusive deals.
Your suppliers are looking for ways to work with you. “What all suppliers want you to remember is that we’re here to support you,” Norwegian Cruise Lines Director of Field Sales for Australia and New Zealand Angela Middleton has told agents.
“We’re here to drive local area marketing on a co-op basis with you.”
Successful supplier collaborations can enhance your service offerings and provide a smoother experience for your customers, ultimately leading to higher satisfaction and repeat business.
Offer special packages and deals
Creating themed packages that cater specifically to event-goers is a fantastic way to draw in customers and add a touch of excitement to their travel plans.
Event-themed packages
Tailor your packages to include event tickets, accommodation, transportation, and exclusive perks. For example, offer a ‘Go for Gold’ package during the Olympics that includes tickets to popular events, guided tours of the host city, and access to exclusive Olympic venues. These all-inclusive packages make it easy for customers to plan their trip and ensure they get the most out of their experience.
Early bird discounts
Encourage early bookings by offering discounts for customers who book their packages well in advance. Highlight the benefits of securing their spots early, such as better seating options, lower prices, and guaranteed availability.
VIP and exclusive offers
Create premium packages that offer unique experiences and VIP access. This could include backstage passes, meet-and-greets with performers or athletes, or private tours of event venues. These exclusive offers not only attract high-spending customers but also enhance the overall appeal of your packages.
Family-Friendly Deals
Cater to families by offering packages that include family-friendly accommodations, activities, and dining options. Highlight the convenience and value of booking a family package, and provide special perks like kids’ clubs or family discounts.
Create partnerships and collaborations
Partnering with event organisers, local businesses, or even other travel companies can amplify your reach and enhance your offerings.
Partnering with the organisers of major events can provide exclusive access and promotional opportunities. By aligning your services with the event’s official channels, you can reach a wider audience and offer unique benefits to your customers.
Working with local restaurants, tour operators, and attractions to create comprehensive travel packages. Offer discounts or special deals for customers who book through your agency.
Tips for engaging customers during major events
Use socials
Social media is your best mate for engaging with potential customers. Here’s how to make the most of it:
- Use event-specific hashtags.
- Share live updates from the event. Post real-time content such as match scores, athlete highlights, or behind-the-scenes glimpses. This keeps your followers engaged and encourages them to interact with your posts.
- Post behind-the-scenes content and give your audience a sneak peek into the event preparations and your travel offerings. Share stories of how you’re preparing for the event, interviews with team members, or fun facts about the destination. This adds a personal touch and builds excitement.
- Run contests and giveaways related to the event. For instance, ask your followers to share their favourite event memories or create event-themed content for a chance to win free travel packages or event tickets. This boosts engagement and spreads the word about your services.
Host special events and promotions
Hosting watch parties, contests, or special promotions can attract more customers. Here’s how to make these events a success:
- Host live viewing parties at popular local spots, complete with themed decorations, food, and drinks. For example, during the Olympics, set up big screens at a local pub or park and invite fans to watch the events together. Offer special deals on food and drinks or organise fun activities like trivia contests or prize giveaways.
- Run themed contests that tie in with the event. For instance, during a major music festival, organise a ‘Best Festival Outfit’ contest on social media, where participants can share their photos for a chance to win free tickets or travel packages. This not only engages your audience but also promotes your brand.
- Offer limited-time promotions or discounts related to the event. For example, provide a ‘Book Now, Save Later’ deal where customers who book their travel packages during the event receive a discount on future bookings. This encourages immediate bookings and fosters customer loyalty.
Major events like the Olympics are golden opportunities for the travel industry. By planning early, creating attractive packages, building strong supplier relationships, and engaging customers through social media and special events, you can make the most of these opportunities. So, start planning for the next big event and watch your business soar!
