Want to be weekend worthy? Double down on niche marketing
With travel back to pre-pandemic levels, destination management organizations (DMOs) are in fierce competition for weekend visitors. Destinations that try to offer everything to everyone often end up being special to no one. By identifying and understanding the travelers who will get the most enjoyment and value from your destination, you can find your niche and become weekend worthy.
Lean into what you’re known for
Every destination has a story. Successful weekend vacation spots create a brand around their story that appeals to their target—or niche—audience. First, consider what you’re known for, whether it’s your history, seasonal or special attractions or even the best set of taco shops within two square miles. Then, think about which potential visitors will get the most enjoyment and value from your destination and creatively market directly to them. This means drilling down to core segments and planning your messaging accordingly.
It’s not enough to answer the question “Why should someone visit?” Instead, identify what your potential visitors will miss out on if they don’t book a weekend trip at your destination. In other words, what can you offer people that no other place in the world can? Go big. Go weird. And have a little fun.
Focus on what you and only you can offer
What do people think of when they hear your destination’s name? Sure, Salem has the witch trials and Liverpool has the Beatles. So what makes you stand out against your competitors?
Even lesser-known destinations have plenty to offer potential weekend vacationers. Maybe you boast gorgeous scenery that’s perfect for cyclists like Patagonia, Arizona. Maybe your town hosts a lake with the best fishing opportunities each summer or is the hometown of a widely known historical figure. You can establish and market to your niche by identifying and enhancing what makes your destination truly special—even if you’re hosting a special event instead of a permanent attraction.
Capitalize on unique, short-term opportunities
Not all destinations have year-round attractions. Many DMOs successfully capitalize on unique opportunities that give tourists a targeted timeline to visit. Here are some examples of events that can draw a crowd to your destination:
· Filming locations for movies or popular shows, including luxury tours of these locations
· Pop culture events such as large concerts or music festivals in a lesser-known town or city
· Seasonal events like the National Cherry Blossom Festival in Washington, DC, or Tulip Time in Pella, Iowa
A large part of being a successful weekend-worthy destination is being creative. Always keep an eye out for how you can adjust your marketing strategy to attract more visitors, just like Glendale, Arizona, did when it temporarily changed its name to Swift City in advance of Taylor Swift concerts. If you have a great idea to be weekend worthy, start marketing to your niche—and don’t hold back!
Find your niche
Your destination shouldn’t try to be everything to everyone. Too wide an approach could leave you meaning nothing to anyone. So find the travelers who will enjoy your destination the most. It might be young families, retirees or bleisure travelers. When you market directly to the people who will get the most value out of what your destination has to offer, you can become a weekend-worthy spot that tourists will line up to visit.
