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Tourism Business Insights
Practical articles for tourism operators covering profitability, marketing, distribution, operations and the changing visitor economy.
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The Market That Fills Your Tuesday Is Not the One That Fills Your Saturday | Sarah Colgate
Full weekends and quiet Tuesdays need different markets. I share how we built a curriculum-aligned school excursion program for TreeTop Challenge, and what to check before pursuing school bookings.
You Have Already Paid For These Guests Once. Stop Letting Them Walk | Sarah Colgate
You have already paid to acquire your guests. Sarah Colgate explains how tourism operators can capture guest relationships, automate follow-ups, generate referrals and build more profitable direct bookings.
Your Venue Is in a Tourism Town. So Why Is It Quiet Monday to Thursday? | Sarah Colgate
Weekend trade alone won't grow a tourism venue. Discover how to attract conferences, corporate retreats and business events by connecting with the right agencies, convention bureaus and corporate decision-makers. Learn practical strategies to fill quiet weekdays, increase occupancy and create a more profitable, year-round business.
How Do I Reduce My Dependence on OTA Commissions? | Sarah Colgate
The OTAs are not the enemy, but letting them set the terms is the problem. Here is how to work out what each channel really costs you, and shift the mix on purpose.
United States Market Profile: Future of Distribution | Sarah Colgate
The United States is a high-value inbound market for Australian tourism businesses. This guide breaks down how American travellers research, book, and spend and what operators must do to adapt their distribution, partnerships, and booking experience to win more US visitors.
Why a Smarter Sales Process Leads to Higher Profits in Tourism | Sarah Colgate
Most tourism businesses don’t have a sales problem, they have a sales process problem. In this article, Sarah Colgate explains how a smarter booking journey attracts better-fit guests, reduces discounting, and improves profitability while strengthening the guest experience.
Building High-Value Partnerships to Grow Your Tourism Experience Business in Australia & New Zealand | Sarah Colgate
Your next booking might not come from ads- it could come from the right partnership. In Australia and New Zealand, experience operators who collaborate with complementary businesses reach new audiences, lower marketing costs, and create bundled offers that boost bookings and guest satisfaction.
Future of Distribution – Market Profiles 2024: Japan | Sarah Colgate
Japan remains a high-value inbound market for Australian tourism. With a preference for travel agents, structured itineraries, and culturally respectful experiences, Japanese travellers value clear, well-packaged trips and personalized service. Learn how to engage this market through trade partnerships, language-ready content, and thoughtfully designed experiences that appeal to their values and travel style.
Navigating the Future of Travel Distribution
Australia’s tourism landscape is evolving fast, driven by shifting consumer expectations, new technology, and global competition. This guide breaks down the key distribution trends shaping the industry today and offers practical strategies to help operators boost bookings and stay competitive.
Handling Competition and Distribution Challenges | Sarah Colgate
In today’s tourism landscape, managing the balance between direct bookings and Online Travel Agencies (OTAs) is crucial. This article unpacks practical, real-world tactics to help you optimise your website, use OTAs strategically, and build lasting guest relationships—without sacrificing margin or control.
How Tourism Operators Can Leverage Museums and Galleries to Boost Ticket Sales | Sarah Colgate
Tourism operators can turn free attractions into powerful allies to boost ticket sales and enhance visitor experiences. By collaborating with popular, no-cost museums and galleries, operators can offer guided tours, VIP packages, and themed experiences that add value and draw visitors in. Washington, D.C. offers prime examples of how to create synergies with free attractions, such as combining museum visits with walking tours or culinary experiences. Learn how these strategies can be applied globally to increase ticket sales and provide memorable, value-driven experiences for travellers.
Insider Tips to Master Your Online Travel Agent Listings
Online Travel Agents (OTAs) are essential for attracting guests to your property. With so many options available, it’s crucial to ensure your listing stands out. Optimising your profile with stunning photos, crafting compelling descriptions, and leveraging guest reviews can make a significant difference in how potential guests perceive your property. By refining these elements, you can increase your visibility, build trust with travelers, and ultimately boost your bookings. Start fine-tuning your OTA presence today and watch your bookings grow!
Streamline Your Booking Process to Increase Sales Conversion | Sarah Colgate
In today's fast-paced digital world, travelers expect convenience, speed, and simplicity when booking their trips. A streamlined booking process is crucial for converting potential customers into confirmed bookings. By simplifying the user experience, offering multiple payment options, and enhancing your website's performance, you can significantly boost sales conversion rates. This quick guide will show you how to optimise your booking process to increase conversions and grow your tourism business.
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