The process of making an impression or identity in the minds of buyers is named positioning. It really is extremely essential to vacation and tourism locations since it helps make your spot far more attractive to shoppers than other equivalent places.

Tour operators of positioning requires market place positioning, psychological positioning, and positioning methods.

Step 1: Market place Positioning

In this action, you select a goal industry segment (market place segmentation), which is almost certainly the team of people that you currently are observing at your vacation spot. But if you need new customers, you might want to look at other attainable segments, and focus on them. For illustration, if you normally have family members at your vacation spot, you could concentrate on rich retirees as a new resource of enterprise.

Now that you have selected a focus on market place, you want to understand all about them. What do they like to do even though on holiday? What do they want from a vacation spot? Employ surveys and target teams to response these concerns and find out far more about your focus on market. Income put in on that now will be effectively put in. You definitely don’t want to squander marketing and advertising dollars later on promoting the wrong concept to your concentrate on audience. Make confident you uncover out what the right message will be, and will not guess.

The other thing you need to learn from your focus on industry is how they currently understand your location. What benefits do they think your destination provides? What beliefs do they currently have about your spot? Are any of them negative? If so, what are they? You will want to counter people beliefs in your new placement.

Phase: two Psychological Positioning

Now that you realize your concentrate on viewers, you can put that details jointly with your enterprise ambitions and determine out what you will connect to the market section that will plant the proper impression in their minds about your location.

You can use bodily characteristics if they are unique. For instance, Westin Lodges positioned alone with their business-modifying “Heavenly Bed” slogan. As the initial lodge to provide quality mattresses and bedding, they had a exclusive bodily attribute.

Stage 3: Positioning Methods

one) Head to Head Strategy: Not advisable for most vacation and tourism corporations, but it can be completed. It truly is much more most likely that you will:

two) Relate By yourself to Market Leader: If you cannot lick ’em, be a part of ’em! Avis Vehicle Rentals did this with their slogan “We try more challenging.” Marriott, Hilton and Radisson have all used this technique too, including high quality beds to their choices, thus hitching a experience on Westin’s gravy prepare.

three) Price Value: Not to be mistaken for least expensive price tag, which is typically prevented simply because shoppers relate reduced value to low top quality. Place for ideal value rather, utilizing this approach.

four) End users and Attributes: Associate your vacation vacation spot with a group of men and women, or with the reasons they might come to your spot.

5) Location Class: Can you affiliate by yourself with a special knowledge? Perhaps you are a tour operator that offers tours to the misplaced metropolis of Atlantis. (If so, make sure you make contact with me, I want to appear…but you get the idea.)


You are now nicely set up to placement yourself for highest aggressive edge. Do bear in brain other variables that might influence your placement, such as place, economics, politics, and lifestyle modifications. Go for the gold and get pleasure from a placement as market chief for your focus on market segment.