58: Don’t Compete On Price

What this episode covers

Most successful tourism businesses are often more expensive than their competitors and this is because the customer perceives them to offer more value so they do not need to compete on price. By optimising your content to make sure your experience is exactly what your ideal customer is looking for, you create value. Your competitors can charge a premium because they clearly communicate what value they can offer their ideal customers, what sort of experience they can expect and what makes them unique to you. They show this to their customers through happy customer testimonials, great photos and video and clear and consistent branding. By creating good content, you do not need to complete on price.