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How digital technology can really transform your tourism business

Summary:

Reach new audiences, save time, save money and most importantly make a return… these are just a few things that good digital marketing can offer your business. This article covers a few basics on digital marketing and how it can change your business for the better.

3 min read, Article
Colourful cottages by St Monans' Harbour

It’s impossible to ignore the impact that digital has had on the world, and the business landscape. From the big players right down to the smaller operations, everyone’s got something to gain from the opportunities new technology offers and Scottish tourism is no different. As more of our visitors from home and abroad turn to digital technologies to research, book and share their travel experiences, it’s more important than ever that your business remains reachable, relevant and responsive.

Perhaps you’ve already made the transition to using an online booking system for example? If so, great. However there’s still a high percentage of the Scottish Tourism industry that don’t offer any online booking and are, as such, missing out on a huge potential customer base. When there’s free and easy-to-use systems available (such as Supercontrol, Freetobook and Beds24) there really are no excuses for not offering this function!

If for example you’re listed on lastminute.com, Expedia and Booking.com, you might be wondering how to juggle bookings from each of these. Check to see if your chosen online booking system offers ‘channel management functionality’. This allows you to manage your own accommodation diary and get an overall view of your bookings, meaning that you don’t have to waste time checking each website you’re hosted on, or worse, risk over-booking.

Social media and targeted marketing are another great way to bring your tourism business up to date. The opportunities presented by both are huge. Social media allows you to reach so many more people than traditional print media can, and with user data you can now create marketing campaigns that are targeted towards your customer base. For example, if you operate a tour company, you might be able to promote your business to North Americans who have an interest in ‘Scottish History’ on Facebook (or follow similar accounts to yours on Instagram).

These are just a few of the ways that digital marketing can help make a big difference to your business, but if there’s something you’d like to know more about – why not get in touch? Or even have a look to see if there’s an event that’s relevant to your query. We’re here to help so don’t hesitate to make contact.

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