All you can travel for €499: A smart strategy, or a scam?

This Week’s Travel & Tourism Stories

1. Wizz Air Causes A Buzz With €499 “Unlimited” Flight Subscription

In case you were too busy traveling to get this travel news, Wizz Air, an ultra low-cost carrier from Europe, launched (and sold out) a new promotion: unlimited flights for €499. Instant reactions ranged from “but the environment!” and “scam” (from none other than Ryanair’s CEO!) to “wait a minute, this is innovative!”. While many people have an appetite for all-you-can-watch/stream/eat/gym subscriptions, flights are a more sensitive subject.

My knees hurt enough as it is with one low-cost flight a year, so I for one won’t be signing up for unlimited leg soreness. Judge the plan yourself here: Wizz All You Can Fly Membership.

2. UNESCO Says Selfies Are The Root of All Travel Evils

Okay, maybe not all travel evils. But a recent warning from UNESCO blames selfie tourism (the kind of tourism that prioritizes seeking that perfect photo) for: overcrowding, impacting locals in a negative way, degradation of the visitor experience, trespassing, vandalism, accidents, wear and tear on historical sites, landscapes and infrastructure… and ultimately, a loss of significance.

I guess we have to go back to asking people to take our pictures for us? — National landmarks under constant threat of destruction and selfies are to blame (NYPost).

3. Norway Suspends Campaign Promoting The Outdoors

One tried-and-true travel marketing tactic is promoting what makes your destination unique. In Norway, for example, locals have a ‘right to roam’, called “Allemannsretten – which gives Norwegians the legal right to camp, swim, ski and walk freely in nature, regardless of who the landowner is.” After a moment of promoting this Norwegian feature, the tourism board got cold feet, worrying that talking about unrestricted access to the outdoors might lead to more traffic, camping, poorly parked camper vans, waste, and lost tourists.

According to the general secretary of outdoor recreation organisation Norsk Friluftsliv, “It is important to know that with allemannsretten or roaming rights also comes the obligation to show respect to nature. In short: we shall not leave any trace. This is something we learn in Norway when we are children – from family or at school – but it is not that obvious to many international tourists.”

Sadly, nuance is not something international tourists are always great at. We prefer selfies. - Norwegian outdoor tourism campaign shelved over environmental fears.

This Week’s Creative Campaign: Denmark

VisitDenmark launched "The Danish Zen" campaign in January, showcasing Denmark's uniquely laid-back approach to life. It features billboards urging various groups to "chill" and embrace the Danish way.

The campaign highlights the country's relaxed culture, emphasizing concepts like "hygge" and "pyt." It playfully notes that 47% of Danes have "zen-like" names ending in "-sen."

The campaign aims to attract visitors by promoting Denmark's easygoing lifestyle, beautiful nature, and cultural offerings. Launched with billboards in European cities, it includes social media content, TV ads, and influencer partnerships to invite the world to experience "The Danish Zen."

💡 This Week’s Travel Marketing Tips 💡

Takeaways from the week, links, ideas.

1. You Don’t Have To Price For Everyone - As several commenters have pointed out, Wizz Air's €499 "unlimited" flight subscription isn’t that different from the idea of first class. It’s a price point that will work for some people, and won’t work for others.
   
   Takeaway: Explore offering a different kind of payment strategy, like offering bundled experiences or multiple trips at a discounted rate.

2. Time To Shelve The Selfies - UNESCO's warning about selfie tourism highlights the importance of promoting respectful behavior. By taking the initiative to have the conversation, you can help your travelers feel good about knowing respectful ways to engage with local culture and nature.
   
   Takeaway: Make a brief "visitor's code of conduct" video/reel/TikTok that shows a fun ‘Do This, Not That’ take. One example could be where not to stop for selfies, followed by a less-problematic solution.

3. It’s Fine To Play - What’s especially fun about the Danish ad is that it’s lightly provocative. Telling Amsterdam’s city planners to chill (in Amsterdam!) after months of them being in the news telling people to not travel to Amsterdam is a delight. Knowing that it connects to the core message of their campaign? Even better.
   
   Takeaway: Don't be afraid to inject some light provocation into your marketing. Think of a series of social media posts and local ads that poke fun at overly structured tours while highlighting your company's relaxed, authentic approach.
   · "Other tours: 'We're 37 seconds behind schedule!'" “Us: We'll get · you there... eventually. And you'll love every minute of it."

Your Travel Marketing Toolkit

At Passport Creative, we're committed to helping you grow travel businesses and tourism destinations responsibly. When you're ready to take the next step, here are some resources we've crafted just for you:

• 🌍️ Plan Fam Trips 🌍️ - Our exclusive fam trip platform links travel sellers with suppliers, fostering meaningful partnerships in the industry.

• ⚡️ Travel Marketing Plan ⚡️ - Develop actionable strategies that align with your values, attract the right kinds of tourists, and lead to responsible growth.

• 🗞️ Travel Marketing Sunday 🗞️ - Keep coming back for weekly insights that'll help you stay competitive while promoting responsible tourism.