| The process of creating an image or identity in the | | | | market segment that will plant the right image in their |
| minds of consumers is called positioning. It's very | | | | minds about your destination. |
| important to travel and tourism destinations because it | | | | You can use physical attributes if they are unique. For |
| helps make your destination more attractive to | | | | example, Westin Hotels positioned itself with their |
| consumers than other similar destinations. | | | | industry-changing "Heavenly Bed" slogan. As the first |
| The process of positioning involves market positioning, | | | | hotel to offer premium mattresses and bedding, they |
| psychological positioning, and positioning approaches. | | | | had a unique physical attribute. |
| Step 1: Market Positioning | | | | Step 3: Positioning Approaches |
| In this step, you select a target market segment | | | | 1) Head to Head Approach: Not recommended for |
| (market segmentation), which is probably the group of | | | | most travel and tourism organizations, but it can be |
| people that you already are seeing at your destination. | | | | done. It's more likely that you will: |
| But if you need new customers, you may want to look | | | | 2) Relate Yourself to Market Leader: If you can't lick |
| at other possible segments, and target them. For | | | | 'em, join 'em! Avis Car Rentals did this with their slogan |
| example, if you normally have families at your | | | | "We try harder." Marriott, Hilton and Radisson have all |
| destination, you could target wealthy retirees as a new | | | | employed this technique too, adding premium beds to |
| source of business. | | | | their offerings, thereby hitching a ride on Westin's |
| Now that you've selected a target market, you need | | | | gravy train. |
| to learn all about them. What do they like to do while | | | | 3) Price Value: Not to be mistaken for lowest price, |
| on vacation? What do they want from a destination? | | | | which is usually avoided because consumers relate |
| Utilize surveys and focus groups to answer these | | | | low price to low quality. Position for best value instead, |
| questions and learn more about your target market. | | | | using this approach. |
| Money spent on that now will be well spent. You | | | | 4) Users and Attributes: Associate your travel |
| certainly don't want to waste marketing dollars later on | | | | destination with a group of people, or with the reasons |
| advertising the wrong message to your target | | | | they might come to your destination. |
| audience. Make sure you find out what the right | | | | 5) Destination Class: Can you associate yourself with |
| message will be, and don't guess. | | | | a unique experience? Perhaps you are a tour operator |
| The other thing you need to learn from your target | | | | that offers tours to the lost city of Atlantis. (If so, |
| market is how they already perceive your destination. | | | | please contact me, I want to come...but you get the |
| What benefits do they think your destination provides? | | | | idea.) |
| What beliefs do they already have about your | | | | Conclusion |
| destination? Are any of them negative? If so, what are | | | | You are now well set up to position yourself for |
| they? You will need to counter those beliefs in your | | | | maximum competitive edge. Do bear in mind other |
| new position. | | | | factors that might influence your position, such as |
| Step: 2 Psychological Positioning | | | | location, economics, politics, and lifestyle changes. Go |
| Now that you understand your target audience, you | | | | for the gold and enjoy a position as market leader for |
| can put that information together with your business | | | | your target market segment. |
| goals and figure out what you will communicate to the | | | | |