In this conversation, Catherine Warrilow discusses her journey into tourism, travel, and brand strategy. She emphasizes the importance of targeting a specific demographic and differentiating small operators in a competitive landscape. Catherine also highlights the significance of consistency in brand messaging and building brand recognition for small operators. She shares insights on measuring success and conversions in the experiences space. Finally, Catherine explores the concept of building a community and nurturing relationships with customers.

Takeaways

• Target a specific demographic and tailor your messaging to engage that audience.
• Consistency in brand messaging is key to standing out and building recognition.
• Building a community and nurturing relationships with customers can lead to advocacy and future sales.
• Measure success based on engagement and conversions, not just vanity metrics.

You can find out more about and connect with Catherine here:

• ⁠⁠⁠Catherine Warrilow

You can find out more about the research that we mention in the episode here:

• ⁠2024 Experiences Traveller Outlook⁠ - The 2024 U.S. Experiences Traveler Outlook report delves into the state of the U.S. experiences traveler – who they are, what they want, what are they looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year. 

• ⁠2024 US Tour Taker⁠ - The second report from the 2024 U.S. Experiences Traveler study delves into the state of today’s tour taker – who they are, what they want, and how they choose, book and share.

Connect with the hosts of The Voice of Experiences, ⁠⁠⁠⁠⁠Stephen Joyce⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠Janelle Visser⁠⁠⁠⁠⁠.⁠⁠⁠⁠⁠

If you are not an ⁠⁠⁠⁠⁠Arival Insider Pro⁠⁠⁠⁠⁠, consider joining to get access to all of the Arival research and don't forget to join us at one of ⁠⁠⁠⁠⁠our upcoming events⁠⁠⁠⁠⁠!