Communication in the Tourism Sector

Wild Communication highlights the importance of communication in the organizational processes of various companies in the tourism sector: hotels, travel agencies, tour operators; from internal communication that leads to synergistic work among all collaborators to the external image positioned in the users’ minds. Communication is fundamental in the interaction of the various components that make up the sector, and it should be focused on strategies such as advertising, promotion, public relations, the digital world, and the platforms it offers. Below, it is essential to define concepts that are continuously used in these processes:

• Internal Communication: Communication directed at employees, its main objective is to achieve an appropriate organizational climate.
• External Communication: The various channels used by the organization to disseminate information aim to: strengthen the relationship with customers, reinforce the relationship with suppliers, engage with the media, and generate a strong image with the target audience.
• Corporate Image Manual: Groups the elements that constitute the brand’s visual identity; logo, symbol, typography, colors, visual style of the brand, photography style, among others.
• Digital Marketing: A set of strategies focused on the communication and electronic marketing of products and services. The tourism sector is constantly evolving socially and technologically, characterized by variability in consumption patterns, redefinition of product ranges, destinations, and competition. The chosen communication strategy should aim at a SMART objective (specific, measurable, achievable, realistic, and time-bound) with a complete description of each activity, establishing a budget, responsible persons, and a periodic review for control and evaluation. Some recognized strategies that can be adapted to any audience include:
• Launch: To introduce new products.
• Trust: Allowing users to share their experiences.
• Visibility: Strengthening the company’s presence.
• Positioning: Aiming to achieve a relevant market position.
• Integrated Communication: Involves brand, behavior, price, promotion, among other aspects.

Expansion: Used when expanding to other national or international markets. The use of strategies is essential for the company’s development and progress, making the correct selection, evaluation, adaptation, and always applying assertive communication. This way, business profitability, trust in the target audience, and therefore its positioning will improve.