How do you quantify the value derived from exchanging unsold travel & tourism inventory for media exposure?
The concept of converting unsold inventory into marketing assets is equally relevant when applied to hosting travel writers (or any media specialist, for that matter).
Unsold bed-nights or packaged tour itinerary tickets, empty seats in restaurants, on tour coaches, and on airlines are very much like perishable products in the FMCG sector – if they're not sold by the due date, they’re gone forever.
Historical data, however, should provide an indication of average unsold inventory. In the accommodation sector, for example, global average occupancy rates for hotels can range anywhere between 60% to 80%. In South Africa, the occupancy rate of hotels and similar establishments in 2021 amounted to just 23%. (Statista, Nov 8, 2022).
In financial terms, this means that hospitality establishments are losing between 20% to 80% of their inventory. Inventory that could easily be con...
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Hi, my name's Tim and I've been running England Rover since 2018. The goal of the site is to be the most comprehensive independent site for anyone travelling around England.
In April this year, I launched a YouTube channel to complement the website with videos every two weeks about travelling in England (usually a review of a hotel or tourist attraction).
It's the only YouTube channel to use a biscuit-based hotel rating system (because everyone can relate to biscuits).
Check out the YouTube channel here: www.youtube.com/@EnglandRover