Rethinking tourism yield in competitive markets
Tourism is competitive, and post-Covid travel economics are complex. Seasonal factors are changing. Precise market segmenting and visitor profiling are vital. Destinations that re-evaluate the structural composition of their inbound mix reduce the cost of acquiring visitors, improve financial yield and build a resilient, flexible visitor economy.
Let’s Get the Conversation Started!
Want to know how we can help you refocus your tourism strategy to attract high-yield visitors, support communities and foster sustainable growth?
This offer is free for any DMO, tourism board, DMC, hotel or hotel brand.
- Interested to learn about our Tourism EBITDA model for impactful and resilient visitor economy planning?
- Curious about our Cost of Visitor Acquisition (COVA) analysis framework?
- Eager to learn how the 3Qs of High-Yield Tourism empower destinations to think boldly and responsibly about future tourism development?
Contact us now with this form for a 15-minute online consultation with our co-founders Gary Bowerman and Dr. Jens Thraenhart
This offer is free for any DMO, tourism board, DMC, hotel or hotel brand.
High-Yield Tourism (HYT) drives competitive advantages to increase the ultimate economic value of tourism and diversify the profit base.
We work with our partners to deconstruct their visitor economies. Applying a ‘Tourism EBITDA’ model, we analyse the inbound revenue sources, costs and leakages. We then integrate supply (product development) and demand (source market) dynamics.
From this forensic analysis, we create customized Tourism Playbooks that empower you to leverage the evolving consumer trends and travel preferences in identified HYT markets.
Each Playbook guides you to re-balance your visitor economy, build a profitable bridge between mass and luxury travel and deliver year-round, net-positive outcomes for stakeholders and local communities.
We deconstruct the economics of tourism
Why High-Yield Tourism?
High-yield tourists comprise a unique, dynamic and widely misunderstood segment. It can be profitably tapped without impacting your mass or luxury tourism segments. Precision-targeted marketing strategies for high-yield tourists derive long-term economic, social, cultural and developmental benefits. Key characteristics include:
Higher Spending
HYTs spend more per visit. Their expenditure is not necessarily confined to luxury services but includes any form of higher-than-average expenditure.
Broad Economic Impact
They contribute significantly to the local economy, through accommodations, dining, activities, shopping, and other in-destination services.
Limited Numbers, Larger Impact
While HYTs may be fewer in number compared to mass travelers, their economic impact is significant. They help you generate greater revenue from fewer visitors.
Quality Over Quantity
While some may cherish luxury, HYTs seek quality experiences and prioritize unique, personalized, or exclusive activities and experiences.
Diverse Motivations
The inspirations and influences of HYTs vary across and within visitor markets. Understanding how they think is vital for tailoring relevant products and services.
Variability in Preferences
HYTs transcend market segments, including leisure, business and VFR, and specialized niches like medical or educational tourism.
High-Yield Tourism Services
High-Yield Tourism Strategy Plans
Bespoke and collaborative strategic planning services to help enhance and develop a resilient visitor economy and tourism ecosystem, resulting in a significant impact on the economic well-being of tourism destinations.
High-Yield Tourism Market Assessment
Our proprietary evidence-based data model to identify the most profitable inbound source markets and segments to focus on for a specific destination.
High-Yield Tourism Playbook
Tourism Playbooks provide actionable strategies to optimize tourism from specific inbound source markets. Each Playbook is a toolkit for marketers to diversify their destination’s appeal and forge meaningful connections with high-value visitors.
High-Yield Tourism Podcast & Newsletter
In conversation with global tourism leaders, our podcast reveals expert insights and analysis on high-yield markets, best practices for engagement, and actionable guidance for tourism marketers to navigate a complex, fast-changing landscape.
High-Yield Tourism Trends Reports
A quarterly review of key developments in high-quality tourism, and best practices from destinations around the world, combining detailed updates with practical takeaways to inform marketing strategies.
High-Yield Tourism Portraits
Easy-to-read snapshots of traveler profiles of carefully selected and researched high-yield visitor markets, providing valuable insights for targeted marketing efforts.
High-Yield Tourism Activation
Our team is available to support marketing and strategy execution to increase yield. We have curated and partnered with leading global and local firms with deep knowledge, experience, and insights into specific high-yield visitor markets to drive competitive advantages and enhance the value of tourism.
Marketing Support
Our team is available to support the execution of marketing strategies to increase yield, leveraging deep knowledge and insights into specific high-yield visitor markets.
Strategic Partnerships
We have curated partnerships with leading global and local firms to drive competitive advantages and enhance the value of tourism for high-yield visitors.
Competitive Analysis
Our services include comparative competitor analysis, social media and digital marketing assessments, and tailored recommendations to gain a competitive edge in attracting high-yield travelers.
We have worked with leading organizations in the travel and hospitality industry
Read our latest updates
High-Yield Tourism
68 Circular Road #02-01
Singapore 049422
Email: hello@highyieldtourism.com
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