If 40 per cent of trips in Scotland are taken by those who live here, should we urge Scots to forget their passports and discover the ‘staycation’ phenomenon? After all, a recent, £250,000 drive behind it expects to generate £7.5 million for Scotland. So, preaching to the sort-of-converted is a good thing. However, there’s other more luxury side of the coin. We now compete in a Global marketplace AND people are seeking ‘above-and-beyond’ adventures and more excitement in their travels.
It seems that Luxury and Adventure Travel could also be very important to Scotland. The travel elite don’t just want to stay in 5-star hotels anymore, they want to jump out of helicopters to go skiing, get car tours around idyllic spots, arrange personalised art and culture tours… Anything, as long as it’s THEIR holiday. A bespoke holiday.
If they’ve got the money, they can find any number of specially organised holiday packages, in any number of far-flung destinations. So, whether they want to plan a unique cruise or go on a tour of the finest 5-star restaurants in Scotland, it’s going to be up to all of us to make sure our visitors find us. In times of media meltdown, you can’t relay on ‘traditional’ channels. The secret to this is bespoke Social marketing.
If you’d like to find out how you can harness the power of Social Marketing to create bespoke, customised marketing to attract bespoke, customised guests, perhaps we should talk.