Client Profiling: Segmentation and Strategies

Client Profiling

• It segments clients into clusters based on common traits to better target and engage with them.
• Involves determining specific messages and imagery for particular client segments.

Process of Client Profiling

• Identify the best customers by determining those who gain the most value.
• List their important attributes, such as demographics, psychographics, socio-economic status, geography, and work profile.
• Surveys can fill in information gaps about customers when listing their attributes.
• Conduct surveys containing relevant questions to gather missing information.
• Extract data from all online marketing campaigns and channels.
• Email, websites, and social media are common channels for data extraction.
• Create a consistent customer profile template and add all customer details.
• It is important to document and store customer profiles in one place for easy access and historical data.
• Update customer profiles regularly by conducting surveys to capture changing preferences and interests.
• A business email list is a valuable marketing asset that converts better than social media and searches.
• Subscription forms on a website invite visitors into the online community in order to build an active email list.

Factors Altering Tourist Decision-Making

• Geographical and climatic conditions, facilities, and amenities available impact decisions.
• Advertising and marketing conducted by tourism businesses influence choice.
• The availability of electricity, water, clean surroundings, and accessibility attract tourists.
• A tourist's education affects their range of choices, curiosity, and knowledge of places, influencing decisions.

Tourism Meetings

• Clinics are workshops where attendees learn by doing in small, interactive groups.
• Forums gather groups to discuss common concerns, featuring experts with opposing views.
• Theater-style setups are for large audiences requiring few notes.
• Classroom setups are for participants needing to take notes or refer to documents.
• Conventions are large meetings with expositions or trade shows.
• Associations hold conventions to raise a large part of their budget.
• Exhibitions, are massive events attracting thousands of visitors and exhibitors for days to weeks.
• Corporate events include incentive programs, product introductions, openings, and recognition events.

Meeting Activities

• Pre-meeting activities involve planning, setting objectives and budget, selecting sites, negotiating contracts, and marketing.
• On-site activities include briefings, preparing plans, managing people, troubleshooting, and approving invoices.
• Post-meeting activities include debriefing, evaluating, providing recognition, and planning for the next year.

Travel Agents

• They arrange personal travel and accommodation.
• They provide services on behalf of suppliers like airlines, hotels, and tour operators.

Travel System Eras

• The Pre-Industrial Era had few common carriers and limited scheduled transportation.
• The Early-Industrial Era saw road improvements, railways, canals, and steamship services, leading to increased travel.
• The Mature-Railway System Era was characterized by railway expansion with hotels and other services.
• The Modern-Tourism Era (1945-1974) had increased car ownership and mass air travel after WWII.
• The Automobile-Based Travel System Era saw the rise of private automobiles with highway development from the 1920s.
• The Post-Mobility Adjustment Era began with the 1973 oil embargo, leading to a search for group-oriented transportation modes.

Types of transportation

• Railways transport loads in many countries, especially due to tourist preference for air or automobile transport.
• Sea transportation includes cruise, boat, yachting, and ferry travel, as well as maritime vessels.

Types of Attractions

• Heritage attractions appeal to those seeking to learn about civilizations.
• Recreation attractions offer indoor and outdoor sports and recreational activities.
• Commercial attractions are retail operations with gifts, handcrafted goods, arts, and souvenirs.
• Industrial attractions include factory tours, wineries, and breweries that attract tourists.

Gaming Industry

• Includes casinos(land-based and riverboats), card games, charitable games, lottery games, and betting.
• Gaming entertainment: a gaming and casino business, hotel operations, retail, recreation, and betting.
• Casino Cage: Financial customer transactions and accounting for monies handled.
• Surveillance: It maintains a watch on all gaming activities through the use of high-tech cameras. Also known as "eye in the sky"
• Ancillary Departments: Support departments including restaurants, bars, and entertainment facilities.