OPTIMIZE THE OPPORTUNITIES OF A TOURIST CLIENTELE

Commerce and tourism have long been treated as separate entities. However, many commercial locations that are not holiday destinations themselves, such as airports or hotels, receive many tourists at different times of the year. Shopping centres, or more broadly retail shops, can certainly benefit from stronger links with the tourist trade.

Potential For Economic Spinoffs

While Québec is not a retail tourism destination per se, the province attracted 45 million visitors in 2021. Almost 95% of them were day trippers or short-term visitors, or tourists from other parts of Québec. The remaining 5% were tourists coming mainly from nearby regions like Ontario and the U.S., as well as tourists from abroad. That 5% alone accounts for almost a third of the $9 billion that the tourism industry generates annually.

Integrating Tourist Clienteles

Planning marketing strategies aimed at tourists is a good way to increase business traffic and sales, and overall, enrich the local economy. Start by assessing the potential of such customers in your community. Are there any in your area? And if so, who are they? Why are they visiting your town? What experiences, products or brands attract them? Understanding the tourist clientele means creating more welcoming spaces, adding amenities and making what you have to offer attractive. To stimulate reflection, SGM has identified new approaches that make a clean break from the traditional currency exchange counters or souvenir shops filled with fleur-delis knick-knacks.

Shuttle Service

Located in the heart of Minneapolis, the Mall of America sits squarely in the path of tourists. With free shuttle service to more than 50 hotels, it has become the last-stop destination before heading to the airport.

HANDS-FREE SHOPPING

This five-star service allows guests to hand over their purchases to a concierge who will deliver them to their hotel. No need to limit themselves; shoppers can continue to visit the city unencumbered.

Welcoming Tourists

Bicester Village in England has tourists in its sights. An entire section of its website is focused on visitors, with personalized content and itineraries. What's more, the information centre manages and hosts a tourist hub on behalf of the regional tourist office. It is a win-win partnership that welcomes over half a million visitors annually.

Cultural Marketing Aimed At A Chinese Clientele

For a long time, retailers outside Asia have been deprived of the benefits generated by Chinese customers, the main obstacle being methods of payment. While that market is currently in revenge travel mode, back in 2019 it accounted for more than a third of global luxury goods sales. Nowadays payment solutions like Alipay and WeChat Pay are expanding. More than 60 UK fashion retailers and major retail players like Galeries Lafayette and Yorkdale now offer these new services.

Immersive Experiences

Like most consumers, tourists are more interested in experiences than in products. And immersive attractions definitely provide additional reasons to visit a place. Last year the Van Gogh Distorsion exhibit, entirely conceived in Québec and presented by OASIS Immersion at the Palais des congrès in Montréal, was extended four times due to its great popularity.

Artistic pop-ups and local ephemeral markets are also two strong trends this year. Find the approach that's best for you, and have a great tourist season!