Traveling is part of life. Whether traveling for work, visiting family and friends, taking a short road trip, or flying far away from home, what you do when you get to your destination includes two things: making purchases and making memories. The tourism industry is a vital economy. For some businesses, the traveling customer is their sole demographic. Brands that cater to tourists understand the ebbs and flows of traffic and sales with this demographic, as well as the uniqueness of their business and what it ultimately means to occupy space in this industry – being there for their customers who are far from home and online shopping is not an option.
The traveling customer is essentially an in-store customer. They require businesses that can fill in the gap for them while they are away from the comforts of their home and daily life. That’s part of why Credico celebrates World Tourism Day. It is an opportunity to reflect on the crucial role of businesses in the tourism industry. Celebrated every year on September 27 since 1980, when the United Nations World Tourism Organization (UNWTO) was established, this day is a reminder of the importance of in-store shopping and being there for the traveling customer.
Let’s face it: travel is a significant global economic driver. In 2023, the number of international tourists worldwide reached 1.3 billion arrivals. The travel and tourism sector is crucial to the global economy not just because of the money being spent but how many jobs it provides, to the tune of 295 million jobs worldwide in 2023. It also substantially contributed to the United Kingdom’s GDP, increasing by 40% from 2020 to 2023. This sector employs a staggering 4.11 million jobs in the UK’s workforce, which is nearly 10% of the workforce. Furthermore, according to the UNWTO, international tourism reached 97% of pre-pandemic levels in just the first quarter of the year. In the Middle East, Africa, and Europe, travelers staying overnight reached 97% of 2019 levels in the first quarter of 2024.
To say the travel and tourism industry is booming is an understatement. However, that does not mean that all businesses in this industry are having success. For companies in the tourism industry struggling to connect with their traveling customers, this is understandable because this sector is different from most that cater to a customer base that is both predictable and consistent. Instead, tourist businesses cater to a specific type of shopper, meaning you must know how to give them a customer experience that will make it easy for them to patronize YOUR business specifically. To truly be there for this customer base, we’d like to share three tips we’ve learned over the years to assist businesses wanting to strengthen their connection and boost sales.
Get to know them
Every business needs to understand its audience, and this is especially important when it comes to customers who are traveling. Knowing your client base will give your sales team the advantage of anticipating their travel needs and outperforming the competition. Are your ideal customers professionals? Do they engage in sports or extracurricular activities? Are they parents or grandparents? Single or married? Understanding the demographics and interests of your average customers is crucial in tailoring your sales approach. Collecting this information can significantly affect how you sell to them and what you can expect. Moreover, building a relationship with them and maintaining contact is essential, especially with traveling customers, as time is of the essence.
Understand their shopping patterns
The traveling customer is always on the go. They typically don’t visit the same place twice unless the store or experience was memorable. Depending on their travel reasons, they may need specific items. This is why the tourism industry can be lucrative. By being mindful of the shopping patterns of your typical travel customer, your brand can anticipate their needs and be there for them. You should also ask what your store might be missing and if there are any products or items you should carry. Asking these specific and customer-focused questions demonstrates your willingness to serve as a home away from home for them.
Study your competition
The tourism market can feel repetitive and overly saturated, as if every business is doing the same thing. This can be a problem for many companies because, without originality or personality, it’s challenging to make a unique impression. To stand out and showcase your brand’s persona, embracing what makes you different and studying your competition is essential. Look for areas where your brand can offer something unique that differentiates you from the competition. For example, if everyone is selling t-shirts with the name of the city or state where you’re located, consider offering a similar product with a twist. You could also create a gift bag with the same items as your neighboring businesses but with a unique presentation. By studying your competitors and finding your unique position in the market, you can find ways to stand out.
This year’s World Tourism Day theme is “Tourism and Peace,” which is quite a fitting aspiration. Traveling is beneficial for everyone, as it gives us unprecedented opportunities to learn, grow, and experience new things while sharing those experiences with others. When our travel and shopping experiences are exceptional, they reduce stress and promote peace, contributing to a more peaceful world.