蒙特利尔磨练其旅游营销策略
by理查德·德·安布罗西奥(Richard D'Ambrosio)/
Tourisme Montréal has laid out a plan that combines the benefits of digital marketing with tried-and-true hospitality traditions, and is determined to grow its annual overnight hotel stays by 6 percent per year over the next five years.
The main priorities at Tourisme Montréal include developing new tourism markets and strengthening international ties; promoting Montréal's authentic and creative urban character; personalizing the visitor’s experience; and helping to develop the city’s tourism infrastructure, including “cultural neighborhoods.”
TourismeMontréal的总裁兼首席执行官YvesLalumière最近宣布了该战略,蒙特利尔(Montréal)的总裁兼首席执行官称,到2022年,额外产生150万夜过夜的目标是“雄心勃勃”。该组织希望到2022年每年吸引1,350万游客,比2017年超过200万。
Like many other industry destinations and suppliers, a key tool in Montréal's plan is the development of a customer relationship management database to better plan and target visitors and build “market intelligence on visitors coming to the city to enable more effective consumer targeting,” the organization said in an accompanying press release.
The database was completed in June 2017, in cooperation with Montréal’s tourism partners, said Andrée-Anne Pelletier, Tourisme Montréal's manager of corporate public relations.
At its core, it has 125,000 contacts who subscribe to the agency’s newsletters, including “meeting planners and associations for the business side, and an extensive database of members and tourist business organizations and journalists,” she said.
Pelletier说:“从那里,我们创建了一个商业智能团队来了解消费者的行为,并为我们和该省的旅游业优化了我们的行动(沟通,营销,旅游发展和行业洞察力)。”
Tourisme Montréal plans to use the tool to market to consumers through email, Facebook ads and other social media channels, enabling the organization to “follow the visitor thoroughly through his [trip] planification [sic] process, and provide him with accurate content based on his field of interest, before, during and after his visit,” Pelletier said.
该组织拥有20多个社交媒体帐户,包括Facebook,Twitter,Instagram和Snapchat。
她说,尽管技术是TourismeMontréal平台的核心部分,但该组织还将专注于推广这座城市作为“创意和开放的目的地”,同时加大了努力,以改善与欢迎游客和开发新产品有关的计划。
她说。
专注于加拿大,美国和中国的游客
来自加拿大境内和美国东北部的游客占蒙特利尔(TourismeMontréal)营销投资的50%,将仍然是重点。Pelletier表示,两个市场的新营销活动将很快推出。
However, the city and surrounding region are also investing in high-potential markets like China. Earlier this month, Tourisme Montréal began training local tourism employees in how to “effectively welcome Chinese tourists and cater to their preferences.”
Tourisme Montréal estimates that about 124,000 Chinese tourists visited Montréal in 2017, and that this number will grow 15 percent in 2018, and maintain a 12-13 percent annual growth rate through 2020, due to more direct air service and promotional initiatives.
If these growth rates hold, China would become the second most important overseas market for Montréal within the next five years, Tourisme Montréal said.
Pelletier说,蒙特利尔旅游蒙特利尔(TourismeMontréal)与Destination Canada和Québec的Destination destination de l'undustrie duQuébec“目前正在合作”,以与旅行社合作以支持这些计划的不同方式。