Consider your marketing channel distribution
Visitors choose to book holidays and experiences in several ways. This is influenced by their cultural norms, convenience, and how familiar they are with the destination or experience type.
There are many competing destinations looking to attract cyclists (of all types) to their shores. So, it's important to understand how your potential customers are planning and booking their holidays.
Find out which distribution channels they will seek out to inspire, plan and book. Think of:
- social media
- search engines
- large tour operators
- a personal travel advisor
- online tour operators (OTAs) such as Booking.com and Expedia
For cycling holidays, consumers will often look for specialists based in their own country. These may then contact local Scottish-based suppliers to deliver the ground handling for their clients.
The purposes of distribution channels are twofold:
- to give potential customers the information they need to make a holiday choice
- to allow them to book once they have made their holiday choice
Choosing the best distribution channels for your business to develop and grow requires research and time.
Work with social media and influencers
Word of mouth and social media are the two main sources of travel inspiration. Adding cycling-focussed content to your social media channels is a great way to attract cyclists. It's also useful to show why your business should be their first choice on their cycling trip to Scotland.
Why not consider working with infulencers to explore how a cycling trip could look in your region? Or take some high-quaity imagery of the cycling amenities your business can offer.