Category Archives: Marketing Mythbusters

Let's face it, it's very common for marketers in tourism to always focus on marketing activity that creates new customers to fill their rooms, tours or schedules. If your marketing strategy is heavily focused on attracting new customers, you’re not alone.

But the reality is that treating past guests like “job done” is a missed opportunity because while new acquisition seems like the right focus, your past guests are often your easiest, most profitable growth channel.

Let's explore why and ways to get new bookings from previous customers.

Why This Myth Exists

There’s a natural bias toward new campaigns, new audiences, and new bookings. And with platforms like Google Ads and Meta Ads making it easier than ever to target fresh audiences, it can feel like growth equals...

On the surface, it sounds productive. Stay visible on Social Media, keep the algorithms happy, show you’re active. But the truth is, posting without purpose is one of the fastest ways to waste time (and bore your followers or lose them!) with very little return.

Let’s bust this myth properly by looking at key aspects:

• The problem with just posting
• Why intention beats frequency
• You don't need to be everywhere
• What purposeful posting looks like, and
• A better framework to use

The Problem with “Just Posting”

When content is created simply to tick a box, it usually falls into one of these categories:

• A random scenic photo with no context
• A generic “Happy Monday!” post
• A last-minute deal thrown together without strategy
• Reposting someone else’s...

We hear this phrase a lot, particularly in tourism: “My website is just a digital brochure.”

It sounds harmless, but it’s one of the most expensive beliefs a tourism business can hold. Because your website isn’t a digital pamphlet. It’s not there just to look nice, list a few facts and prove you exist.

Your website is your hardest-working sales tool where you own both the content AND the customer relationship. If done well, it provides content for AI Search, and works while you’re on the water, guiding a tour, cleaning rooms or sleeping.

But if it’s been built and treated like a brochure, it’s probably underperforming.

This mindset will cost you bookings.

The problem with brochure thinking

Brochure-style websites focus on telling, not selling. They tend...