How to Re-Launch Thailand as a Destination for Russian Travelers in a Post-Pandemic Reality?
To increase the flow of Russian tourists to Thailand
Background
The Tourism Authority of Thailand (TAT) is a state enterprise responsible for promoting tourism in Thailand. Before the COVID-19 pandemic, in 2019, Russia provided close to 1,25 million visitors to Thailand and was a leader in this indicator among European countries.
Goal
The main TAT goal is to attract more visitors and increase the flow of Russian tourists to Thailand in Y 2021 - 2025. In this regard, our task was to conduct Russian travel market research and create a marketing strategy based on its insights and findings.
Solution
During the study, it was important to find answers to the following questions:
Explore and assess the market impact of COVID-19
- How has the pandemic affected the Russian tourism market?
- What are the new top destinations for Russian tourists?
- What are the key trends and threats for Thailand?
Understand consumer behavior
- How have Russian tourists’ favorite destinations and spending habits changed?
- What are the factors influencing their choice of travel destination? Identify new opportunities.
- What are the promising new audience segments emerging after the COVID-19 pandemic?
- How can Thailand develop its offer to seize these new opportunities?
Develop a marketing strategy
- What USP and marketing strategy should Thailand use in the post-COVID period?
- Which channels and tools should Thailand employ to help it recover from the COVID-19 crisis?
The working process was carried out in four stages:
Stage 1. Research preparation
At this stage, we developed a research methodology, drew up and agreed on lists of questions for the poll.
Stage 2. Research execution
We conducted research using an online technology stack:
- Tiburon - trusted research panel in Russia and the CIS;
- YOUSCAN - social listening software;
- Official statistics by Russian and/or International travel institutions;
- Yandex WordStat and Google Trends;
- Other relevant open data sources.
Stage 3. Research reporting
We collected and processed the received data and prepared a report.
Stage 4. Marketing strategy creation
Based on market analysis and competitive review, we developed a marketing strategy that contained:
- General principles of the tactical campaign;
- The primary target audiences in Russia;
- 7 advertising communication waves with separate key marketing messages;
- Beat, realistic, and worst-case scenarios;
- Media plan for seven waves for each of three scenarios.
Results
At a time when “stable uncertainty” was established in the travel industry, it was important for us, based on the research data, to anticipate all possible market development scenarios and incorporate them into our marketing strategy. As a result, the client received an agile marketing and communication strategy that can be quickly adapted to changing market conditions.
Working with the RMAA team, we value their flexibility and ability to accept our objections. The RMAA Agency's team is very good; we recommend them.
