This February, I have been in my natural environment, talking with several Entrepreneurs looking for advice from an old chap always learning new tricks, sharing some Touristology’s knowledges with People / big Enterprises wishing to find a new disruptor idea, listening to the future of our beloved sector talking about a new project for the Tourism sector....
- We have a small hotel... so; we have to take this into consideration when we propose new business model...
Are you sure? – Touristology’s voice began to say – If you have a Specialized segment loving the way you customized the Servuction process, loving to share, comment, create groups inside your community... you can send them to any hotel, apartment... willing to customize its Servuction process. That is the power of focusing on the Tourist!
When you have a Specialized segment, defined by Psychographics and NOT Demographics as we explained here you will have a profits generator based on providing value to your community. Value related with satisfying its needs in a better way through a trip. This will show that Touristology is the Science dealing with transforming and improving Tourists life: International contacts, broader perspectives, improving relationships with families and professional teams, overcoming illness or personal problems... and ALSO taking care of culture and richness creation for the Tourism destination.
I will try to summarize the drivers of profit generation from defining and visualizing a Specialized Segment in the following slide:
- We have a small hotel... so; we have to take this into consideration when we propose new business model...
Are you sure? – Touristology’s voice began to say – If you have a Specialized segment loving the way you customized the Servuction process, loving to share, comment, create groups inside your community... you can send them to any hotel, apartment... willing to customize its Servuction process. That is the power of focusing on the Tourist!
When you have a Specialized segment, defined by Psychographics and NOT Demographics as we explained here you will have a profits generator based on providing value to your community. Value related with satisfying its needs in a better way through a trip. This will show that Touristology is the Science dealing with transforming and improving Tourists life: International contacts, broader perspectives, improving relationships with families and professional teams, overcoming illness or personal problems... and ALSO taking care of culture and richness creation for the Tourism destination.
I will try to summarize the drivers of profit generation from defining and visualizing a Specialized Segment in the following slide:
1) Build your own platforms
I remember, 12 years ago trying to seduce Tourism Enterprises and Destinations to use social networking sites. It was a very good idea BUT nowadays we also have to see the benefits of creating our own platforms focused on Specialized communities satisfying their necessities in a better way through a trip. At the end of the day... Platform Economy? Time to build our own Platforms!
Basically, for two reasons:
1-A) Platforms, usually, are Generic. So, by definition, they are not useful in order to seduce specialized Tourism. Nothing wrong with Generic Tourism BUT... the price is the most important thing... It is necessary to sell plenty of services... plenty of Tourists in the same place at the same time... Can you finish the sentence?
1-B) Who control the platform get the profit and decide in which way you will use, see, manage... THEIR customers!
2) Transform your place into a magnet for anyone interested in “this” Specialized Community
Furthermore, in the specific case of Tourism appears another driver of profit generation!
What is the biggest different between Production and Servuction (thanks Eigler and Langeard!)
We need the Tourist in order to create the service. No Tourist, no service! For that reason, we have to use Yield Management in order to seduce the Tourist to appear (or to stay longer) in our enterprise this specific day. This can also be very interesting, if we have a specialized community one specific day in our Tourism Enterprise / Destination we transform our place into a magnet for members of this community, member of the chain of value, competitors (that will become collaborators!), people/enterprises willing to sell, to hire, to do marketing research... to OUR community. We will become the “This Community” world congress!!!
Time to focus more about OUR Tourists and less in your Enterprise/Destination!
If you have any doubt… don’t ask me! Ask any of my Touristologists, they are the best minds working in the best sector ever!!!
I remember, 12 years ago trying to seduce Tourism Enterprises and Destinations to use social networking sites. It was a very good idea BUT nowadays we also have to see the benefits of creating our own platforms focused on Specialized communities satisfying their necessities in a better way through a trip. At the end of the day... Platform Economy? Time to build our own Platforms!
Basically, for two reasons:
1-A) Platforms, usually, are Generic. So, by definition, they are not useful in order to seduce specialized Tourism. Nothing wrong with Generic Tourism BUT... the price is the most important thing... It is necessary to sell plenty of services... plenty of Tourists in the same place at the same time... Can you finish the sentence?
1-B) Who control the platform get the profit and decide in which way you will use, see, manage... THEIR customers!
2) Transform your place into a magnet for anyone interested in “this” Specialized Community
Furthermore, in the specific case of Tourism appears another driver of profit generation!
What is the biggest different between Production and Servuction (thanks Eigler and Langeard!)
We need the Tourist in order to create the service. No Tourist, no service! For that reason, we have to use Yield Management in order to seduce the Tourist to appear (or to stay longer) in our enterprise this specific day. This can also be very interesting, if we have a specialized community one specific day in our Tourism Enterprise / Destination we transform our place into a magnet for members of this community, member of the chain of value, competitors (that will become collaborators!), people/enterprises willing to sell, to hire, to do marketing research... to OUR community. We will become the “This Community” world congress!!!
Time to focus more about OUR Tourists and less in your Enterprise/Destination!
If you have any doubt… don’t ask me! Ask any of my Touristologists, they are the best minds working in the best sector ever!!!
