Mat Newton, founder of Tourism Tiger and an experienced player in the tour industry, shares insightful strategies for multiday tour operators. He discusses effective website design and the importance of user experience. Learn how to engage customers through storytelling and innovative marketing approaches. Mat emphasizes thoughtful tour design to enhance guest satisfaction and highlights the significance of automation in customer engagement. Finally, he explores the unique challenges and opportunities within Australia’s diverse tourism landscape.
Utilizing Google's 'Things To Do' program is essential for tour operators to enhance visibility and drive direct bookings effectively.
Understanding the Australian travel market's strong preference for multi-day tours is crucial for operators to tailor their offerings competitively.
Creating a streamlined booking experience focused on minimizing friction and engaging customers can lead to higher satisfaction and conversion rates.
Deep dives
Harnessing Google's Tools for Tour Operators
Tour operators can leverage Google's 'Things To Do' program to enhance their online presence and drive direct bookings. This program offers tools specifically designed for tour operators, making it easier to showcase tours and activities in a way that increases visibility on search platforms. By implementing these tools, operators can tap into a broader audience, allowing potential customers to discover their offerings more seamlessly. The initiative not only promotes greater exposure but also aims to empower operators to achieve higher conversion rates.
The Evolution of Matt Newton in Tourism
Matt Newton has built a diverse career in tourism, initially starting as a marketer before founding his own web design agency, Tourism Tiger. His experience spans various roles, including significant marketing stints and the creation of resources that have greatly impacted the industry. Newton's expertise emphasizes the importance of understanding website dynamics, particularly for tour operators navigating the complexities of online marketing and customer engagement. His transition from web design to managing a tour company showcases the multifaceted nature of tourism and the vital role technology plays in evolving the sector.
Insights into the Australian Travel Market
The Australian travel market has unique dynamics, particularly a strong demand for multi-day tours that is significantly higher than in other countries on a per capita basis. This is influenced by several factors including Australia’s geographic location, which often necessitates longer trips for international travelers. Operators benefit from understanding this preference for longer excursions, which align well with the travel habits of Australians who typically enjoy extended holidays. Additionally, the market is becoming increasingly competitive, necessitating operators to adapt their offerings to cater to both domestic and international patrons.
Strategies for Reducing Booking Friction
Creating a streamlined booking experience is crucial for multi-day tour operators aiming to enhance customer satisfaction and conversion rates. Operators are encouraged to minimize friction in the booking process, such as requiring excessive customer information multiple times. It's vital to engage customers through personalized communication methods and to encourage inquiries, as customers who reach out are often more inclined to follow through with their bookings. This approach not only improves booking efficiency but also fosters a strong customer-business relationship, leading to higher satisfaction and repeat business.
Effective Marketing Tactics for Tour Operators
Successful marketing for tour operators emphasizes the importance of both initial visibility and ongoing engagement with potential customers. Key strategies include utilizing social media for retargeting and creating content that resonates with customers during their decision-making phase. Operators should focus on storytelling to evoke emotions and help prospective travelers visualize their adventure, enhancing their overall interest. Additionally, maintaining a well-organized customer management system allows for personalized marketing efforts that can significantly increase conversion rates and customer loyalty.
Melbourne-based tour operator Mat Newton is one of the tour industry’s most insightful leaders, and has worked in all sides of our industry. He’s the founder of the respected Tourism Tiger website design agency, ran marketing for reservation technology company Peek Pro, has worked in SEO, and is now a multiday tour operator running several tour brands, including Patch Adventures (https://patchadventures.com.au/).In this episode, we talk about everything pertinent to the multiday tour operator:
How to best set up your tour website
How to market a multiday tour
Comparing the day and multiday tour industries
How to think about “energy flows” when designing your tour
The Australian customer: what they want and how to sell to them
Mat is also the new host of Tourpreneur Multi-day, a Tourpreneur podcast highlighting the stories and insights from multiday tour companies and service providers, coming soon to Tourpreneur!
