What inspiration can WeChat operations in the tourism industry give you?

Let’s first take a look at what are the characteristics of those who travel?

1. Lao Zhang, who has 8 years of experience in the industry and often leads groups to travel abroad, said that he often sees couples traveling in Bali. The woman is wearing a bikini and splashing in the sea, while the man is wearing a bikini next to the beach. WeChat shook strangely, and he opened WeChat Momo to check the people nearby. They were basically tourists from various developed provinces and cities in the country. Several other friends who do special tours also agree with this statement. Leaving familiar social circles, human nature begins to show its stubbornness through social applications on mobile phones.

2. Therefore, China has a particularly large number of travel enthusiasts. The total number of outbound trips in 2012 was close to 100 million, and it has a huge user base. Users who like to travel are more fashionable, proficient and keen on social applications such as WeChat and Momo. What impresses most foreign hotel waiters about Chinese tourists is that upon arrival, they first ask what the WiFi is and then get on board.

3. Tourists are particularly dependent on travel agencies. I booked my trip to France with this travel agency last year, and I will still choose it first when going to Germany this year. As long as there are no major problems with this year's itinerary, it will be well received by tourists. The consumption frequency of core customers is also relatively stable, once or twice a year. White-collar workers in big cities like to relieve themselves through travel.

4. The word-of-mouth effect in this industry is particularly obvious, and new customers basically come from introductions from people around them. An old lady once took her daughter's travel purchase agreement from last year and said to the sales office clerk, "I don't care, I want to buy this, and I don't want the others!" Traveling in groups is a common form of travel, and traveling with the family during the Spring Festival has long been a must-have option for the richest people every year. These have a great demonstration effect on tourists' own social circles and trigger a strong word-of-mouth effect.

WeChat’s powerful real and unfamiliar social functions, real relationship chain, word-of-mouth communication and other advantages make it the most popular marketing tool in the tourism industry. A large fashion user base and industry consumers who are proficient in using WeChat, using word of mouth as the main way to attract customers, are also the natural genes for the tourism industry to use WeChat.

Content is still king

WeChat operation should be based on content, and the tourism industry is no exception.

Travel itself is a process of exploring the unknown. The WeChat official account introduces the customs and customs of various places, especially the unknown and interesting displays, such as unique historical attractions, bars, food, and museums. , amusement parks, etc., as well as local travel precautions, consumption instructions, cultural differences, etc. Video should be added as a more impactful form when appropriate.

A few days ago, when Thai Fantasy introduced Thai nurses, they showed a video of Thai nurses dancing, and the effect was very good. However, when inserting a video, remember to remind the user to play it in an environment with WiFi, otherwise when clicking play, it will easily cause the phone to freeze or WeChat to crash.

The content of the tourism industry is highly homogeneous. When searching for a guide to a certain place online, the content is similar and published on different websites. If excerpts are posted on WeChat, those enthusiasts will not be so easy to fool!

How to differentiate content?

Travel agencies have more or less full-time or part-time tour guides. They are well-informed, let them write! Or simply hire a full-time person to listen to their story and compile it into a document and push it on WeChat.

The content should have a framework and depth, pay attention to systematization, and form a series of key business routes. Even if users do not order temporarily, they will read it with interest and share it with their friends on WeChat.

The best word-of-mouth marketing

How do users gather on WeChat?

There is no need to attract non-purchasing users. Travel agencies generally operate for a considerable period of time, usually ten or eight years, with users ranging from tens of thousands to millions. You can send text messages to these users to add them, or you can embed WeChat information in the answering ring tone of the telephone hotline, so that the salesperson can remind users to join on QQ or when contacting customers face-to-face. The key is to be precise, not too many. I would rather have 100 precise customers than 10,000 unknown users!

Maintain the subscribers with the largest number of WeChat friends. You can investigate on the WeChat public platform and classify users according to the number of friends they have, especially those with more than 500 friends, and focus on cultivating them as core users. Tell them how much money will be reduced (for example, 300 yuan) if they share this promotion information with their circle of friends.

Travel is a relatively large expense, and many users are very happy with this kind of discount. The important reason for doing this is that it was recently discovered that after an article pushed by a WeChat public account has been shared to Moments 100 times, other users will not be able to see it if another user shares it to Moments. This method can ensure that each push of content or promotional information can reach the maximum number of users and maximize the effect of word-of-mouth communication.

For this type of users, if they are dissatisfied or have special demands during the consumption process, they must solve them specially, minimize the negatives, and maximize your advantages as much as possible. If you don't handle it well and let them complain on WeChat Moments, it means that a large group of customers will be prejudiced against you and leave you.

The tourism industry is inherently a service industry, and employees in the industry have a very strong sense of service. Occasionally, there are unreasonable customers, but the service staff can always treat them with a tactful tone and a smile. Customer service inquiries on WeChat are simply amazing. A piece of cake.

Manage customers well

Put CRM management into WeChat.

Analyze existing customers and develop corresponding interfaces to bind WeChat users with consumption data, allowing customers to query past consumption records, voucher amounts, privileges, etc., and even generate interesting global travel Maps to enhance customers’ WeChat experience.

The implementation of this step may cost a lot of development costs, but it will definitely be worth it in the long run! It is difficult for tourism practitioners to change careers after entering this industry. The key is to continuously expand their own customer base. The profits may be high or low, but at least maintaining a small profit is not a problem.

Therefore, you need to have a long-term mentality when doing WeChat and regard it as an essential tool for maintaining customers.

In addition, with a huge customer base, travel agencies will gain leverage in negotiating with upstream and downstream suppliers, allowing them to reduce costs and increase profit margins.

At present, more and more people are traveling abroad independently, which is more or less cutting off the growing tourism market. This forces the tourism industry to tailor travel itineraries based on customer needs. WeChat is very suitable for exploring individual needs and in-depth communication.

Making good use of WeChat is one of the essential core competitiveness of the tourism industry