B. Tune Your Offers to Fit Expectations

As suggested previously, having differing offers for different market segments is a much stronger approach. ‘One size fits all’ is not a strong basis on which to operate your tourism business. This doesn’t mean that everything has to be different from one market to the next, only that the particular mix of available features can be customized to better suit different segments, and marketing messages can similarly be customized.The use of variable programming and packaging are particularly helpful in this respect.(Programming refers to special services, special events and special activities being offered at different times.Packaging refers to combining a mix of facilities, programming and services into a single product offer at an inclusive price and important to reach different price-level markets).

‘Have the right product and level of quality for the right market at the right time at the right price.’

B1. Facilities and Services

B2. Experiences

B3. Programming and Packaging

B4. Pricing

B5. Making the Sale (Booking, Reservations, Purchasing Policies)

B6. Quality Assurance

B7. Environmental Practices