Create something ORIGINAL for specialized segments!

These weeks have been very intense! A proposal to create a start-up, a consultancy, the first classes and seminars…. I love intense times related to Touristology!!!

A copyologist’s thought that has appeared over and over during these activities it is the idea that Tourism enterprises Or Tourism destinations must begin the creation, communication and commercialization of Tourism products WHEN THE TOURIST IS ALREADY HERE. How on earth is possible that in XXI century this idea still alive?

I will provide two examples based on my experiences during these weeks. I hope you enjoy them AND HELP TOURISTOLOGY TO DESTROY THIS OLD AND NO PROFITABLE IDEA!!!

The other day, I shared with all of you this video, introducing the AirBnB initiative related to Jessica Parker and asked a simple question… What would you do in order to remain competitive?

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I was waiting for examples like… I will look for new segments, I will try to seduce them with this dynamic package using a collaboration with these enterprises… To me surprise, I got some like this:

“I will do special activities for THESE Tourists. As they are here (near to my hotel) I will offer to them complementary activities”

WoW! Offer services to Tourists of other enterprises because they are here?

I don’t think this is, necessarily, a bad idea BUT… is it a Touristologists’ idea?

Is it a profitable one?

Is it NOT much better that YOU define YOUR segment then, try to create customized and aggregate components of products in order to satisfy their needs USING the chain of value that you build and control?

AirBnB is doing just this! Define a segment (Jessica Parker’s fans), customize and aggregate components of products to seduce them (meet the star, do the activities that She did in the films…) AND, of course, making the reservation through AirBnB!!! Something similar happened to me when I had the opportunity to be an external consultant for a hotel. They spent hours and hours talking about how the hotel is refurbishing its rooms, the swimming pool, the reception… in order to get “quality” Tourism.

How long they talked about segments definition? “0” How many seconds did they talk about distribution channels, meeting places of this segment? “0” How many seconds did they talk about how to help YOUR Tourists to help YOU to create, communicate and commercialize tourism products? “0”

If you want to seduce more profitable Tourists you have to use Touristology’s frameworks! Define a segment, customize and aggregate an offer to seduce them through a chain of value that you control/manage!

To summarize, spend less budget on refurbishing the hotel and more budget on refurbishing YOUR Chain of Value!!!

You are doing the process perfectly BUT you have a confused goal! As Einstein said:

EinsteinStop complementing / copying product of other enterprises. Stop refurbishing. Create something original for specialized segments! Don’t be copyologist… BECOME A TOURISTOLOGISTS!!!

Jordi Oller

Publicat per Jordi Oller

Jordi Oller i Nogués PhD in Economics. Touristologist (“Turistòleg” in my mother tongue). Lecturer, Consultant and Entrepreneur specialized in business models and technological architecture for services (Tourism, Healthcare and Training sector). Areas of expertise covers: Creation, Communication and Commercialization of Tourism Services; Service Management; Yield / Revenue Management and Social Media Marketing.

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