The tourism market is changing radically.
Today, especially in the high-end segment, customers no longer choose on the basis of product characteristics, but rather on the experiences it offers and their elective affinities with the contexts proposed.
The choice based on product characteristics is rational and circumscribed to a limited rose of variables, while the one based on experience has far more complex implications that invest the emotional sphere in which many factors, mostly irrational, interact.
First and foremost, there is a selection based on the customer's elective affinities with the proposed product, which refer to intrinsic values such as eco-sustainability, an aspect that is now generally highly regarded by this type of traveller, to arrive at much more sophisticated factors such as culture, sobriety and the 'mood' that the image expresses.
It is evident that in this context, traditional promotion systems, conceived for the product, are totally inadequate to support a communication that must instead be focused above all on intangible aspects.
Today, in the decision-making process, more than the media (images, text, site, etc.) for presenting the product, which must in any case be aligned with the new market trends, the fundamental role is played by the consultant to whom the customer has entrusted himself, and more specifically the pathos he manages to convey to him in the presentation of the proposal.
An aspect that requires very deep levels of knowledge not only of the product, but of all the emotional elements related to it.
Whether a traveler designer, MICE agency, wedding planner or other professional figure, it is always the Buyer to whom the company's Seller relates in the promotional phase.
In the new promotional-commercial scenario, faced with the great fragmentation of markets and the transversal nature of high-end demand, being able to involve the Buyer of reference in one's product is undoubtedly the most effective marketing strategy and the strategic element of excellence in the promotion and sales process.
It must also be considered that an involved and prepared Buyer will not fail to use the know-how acquired as a competitive advantage with its customers, conveying the promotion of the product in an exceptionally effective manner, capillary in its own market, thus becoming, to all intents and purposes, the best seller of the product itself.
A critical element of this strategy is the objective difficulty in identifying, contacting and involving the many target buyers, especially given the vastness, disjointedness and very rapid evolution of the markets of interest.
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