What will 2023 hold for tourism brands? We would like to highlight the importance of branding in tourism communication strategies, be it destinations, companies, institutions or individuals. Destinations will become more and more fashionable in the future. Tourism products will have to offer something with which the tourist/traveler can associate, and new destinations perceived as “virgin” will have to develop an associated value.
Branding will be an increasingly used marketing tool to distinguish destinations when the market is saturated with messages and offers. It also means that people in the destination play a role in contributing to the values, experience, reputation and mindset of the tourism brand.
In addition, brands, content, comments and reviews will become more important, because the choice of destination will be determined by the values held by the tourist/traveler. A tourist, vacationer or business traveler, is now more interested in enjoying those periods of departure from the usual routine environment, has learned the consequences of unpredictability and immediate changes.
Destination brands, in the future, will have to be reliable, sustainable, ethical and with values.
In the TOTEM team we have the privilege of collaborating with prestigious entities such as the UNWTO, ITH (Instituto Tecnologico Hotelero), Fitur, Ashotel (Asoc. Hotelera y Extrahotelera de S/C de Tenerife), Futurismo, Mesa del Turismo de España, Escuela de Negocios AOCA, CITA (Congreso Internacional de Turismo Argentino), Turistec, to mention a few.
In 2023 it is more than advisable to work focusing on improving the relationship with employees and customers, redefining the strategy for a new type of demand, understanding the motivations and needs of travelers. In the case of companies, beyond the product or service, the human factor is regaining its prominence in the relationship between company and customer (internal and external). Travelers and tourists will increasingly value brands that have a clear commitment to the environment and implement corporate social responsibility actions.
To expand knowledge about branding, at TOTEM Branding we collaborated with the UNWTO Tourism Academy in the creation of the first Branding MOOC called Branding + innovation “Brandinnovation”, which explains why branding is so important. A course with a focus on branding, digital transformation, talent, culture, innovation, sustainability, diversity and innovation. Such is the interest in the course that it has enrolled students from 65 nationalities, and is one of the most outstanding courses of the academy.
2023 will be the year of Branding for tourism, do not miss your ticket to the future.
