Maximising marketing

It’s official: marketing a leisure operation is more challenging than marketing a hotel. That’s according to the Destination Marketing Survey from ITP Business Publishing, the key findings of which are presented in the magazine.

The main challenges, according to the 179 Leisure Manager online subscribers that responded, are marketing to an important overseas target audience and  appealing to the diverse needs of the critical Middle Eastern potential visitor, while at the same time struggling to deal with securing budgets, overcoming changing construction time lines and often having to define a project that is still way off completion.

Despite the many challenges specific to the sector and the region, half of the respondents said they only started marketing their project six months prior to opening. Perhaps, therefore, one way of overcoming the challenges would be to incorporate marketing methods somewhat earlier. Obviously this depends on the scale of the project and where it is located; for example, it is crucial for Dubailand.

The team behind the mega-project is already prioritising its marketing plan. And with regard to the type of marketing tactics you can employ, Dubailand SVP Mohammed Al Habbai makes an interesting observation in our interview with him which can be viewed in the magazine.
 

“Definitely I think that online is the way to improve the customer experience; that’s where we’re going with out booking and branding activities, “ he says.

According to Al Habbai, this will be essential in capturing the attention of younger generations, an essential target market who will attend attractions now as well as  bringing their children in years to come.
 
This is one approach of many, however, with Al Habbai reminding readers not to forget the benefits of the more traditional route of marketing through travel agents and tour companies, as well as exhibitions.

For more insights into developing and delivering marketing strategies in the leisure sector, to both raise awareness of your project and establish repeat business, keep your eyes out for the March issue of Leisure Manager, which will include a roundtable with the region’s leisure marketing experts and a feature on how to build customer loyalty.

And if you have taken any innovative marketing approaches of your own, please email me with your ideas at louise.oakley@itp.com