Montreal Hones Its Tourism Marketing Strategy
经过Richard D'Ambrosio/
蒙特利尔(TourismeMontréal)制定了一项计划,该计划将数字营销的好处与久经考验的酒店传统相结合,并决心在未来五年内将其年度隔夜酒店的住宿增长6%。
旅游蒙特利尔的主要优先事项包括发展新的旅游市场和加强国际联系;促进蒙特利尔的真实和富有创造力的城市角色;个性化访客的体验;并帮助发展城市的旅游基础设施,包括“文化社区”。
Announcing the strategy recently to the local tourism industry, Yves Lalumière, president and CEO of Tourisme Montréal, called the goal of generating an additional 1.5 million overnight stays by 2022 as “ambitious.” The organization is looking to attract 13.5 million tourists annually by 2022, more than two million more than in 2017.
像许多其他行业目的地和供应商一样,蒙特利尔计划中的beplay银行卡关键工具是开发客户关系管理数据库,以更好地计划和目标访问者,并建立“对纽约市游客的市场情报,以实现更有效的消费者目标”,该组织在随附的新闻稿中说。
该数据库于2017年6月与蒙特利尔的旅游合作伙伴合作,蒙特利里斯·蒙特利尔(Andrée-Anne Pelletier)表示,蒙特利里斯(Montréal)公司公共关系经理安德烈·安妮·佩莱蒂尔(Andrée-Anne Pelletier)表示。
她说,它的核心有125,000个联系人,他们订阅了该机构的新闻通讯,其中包括“会议计划者和商业协会,以及大量成员,旅游商业组织和记者的数据库。”
“From there, we created a business intelligence team to understand consumers' behavior and optimized our actions [communication, marketing, tourist development and industry insights] for us and for the tourism industry of the province,” said Pelletier.
TourismeMontréal计划通过电子邮件,Facebook广告和其他社交媒体渠道使用该工具将工具推向消费者,使该组织“通过他的[Trip] Planification [sic]流程彻底关注访客,并根据他提供基于准确的内容,并根据他的感兴趣领域,在访问之前和之后。”佩莱蒂尔说。
The organization has more than 20 social media accounts, including Facebook, Twitter, Instagram and Snapchat.
虽然技术是Tourisme看的核心部分al’s platform, the organization will also focus on promoting the city as a “creative and open destination,” while stepping up efforts to improve initiatives related to welcoming tourists and developing new products, she said.
Pelletier described the strategy as positioning Montréal “as an active and friendly destination where you can live a unique and an original experience, where creativity is expressed throughout different ways like festivals, culture, gastronomy, etc.,” she said.
Focusing on tourists from Canada, the U.S. and China
Tourists from within Canada and the northeast U.S., which represent 50 percent of Tourisme Montréal’s marketing investments, will remain a key focus. Pelletier said that new marketing campaigns for both markets will launch soon.
但是,城市及周边地区也在中国等高潜力市场上进行投资。本月初,蒙特利里亚尔(TourismeMontréal)开始培训当地旅游员工,以“有效地欢迎中国游客并满足他们的喜好”。
蒙特利尔(TourismeMontréal)估计,2017年约有124,000名中国游客访问了蒙特利尔(Montréal),由于更直接的航空服务和促销计划,该数字将在2018年增长15%,并在2020年保持12-13%的年增长率。
旅游蒙特利尔说,如果这些增长率成立,中国将在未来五年内成为蒙特利尔第二重要的海外市场。
Pelletier said that Tourisme Montréal is “currently collaborating” with destination Canada and the Alliance de l'industrie touristique du Québec on different ways to work with travel agents to support these initiatives.