Case Study – Wondery Tour
Overview
Wondery Tour & Travel – Travel Agency
A travel agency based in Indonesia and mainly focus on open trip and group trip with local and national scope. Beside that, they also provide tourism bus rent.
About
Wondery Tour & Travel is a travel agency based in Palembang. Their product basically focus on tourism service such us open trip and group trip. They also open for tourism bus rent. Their segment market is coorporate who like to have a trip together such as gathering, study tour, field trip, workshop trip. Also the individuals like workers, students, and basically everyone who is passionate to travel. They have two main channels which are Instagram and Facebook. To reach their target market, currently they use Instagram Ads.
Problem Statement
In Palembang, the rise of tourism industry is very high since its inactivity during covid-19 outbreak. Many people are looking for sweet escape even if it’s only in short periode and close area. Cause holiday becomes something as crucial as it will fulfill one’s soul. However, sometimes one’s request and need for travel is different and spesifically. This is why travel agency is needed in Palembang. To meet the high demand of tourism trip and to provide the packages that could fit their need and personally for them. Another issue is, tourism industry is a unique industry, this field has many possibility and opportunity to be expanded and explored. One of many things that influence the quality of hospitality of tourism is the service quality and trust. Many people are already being skeptical in using the travel agency service for many reasons, commonly it’s due to lack of trust. So this makes travel industry segment market is limited only to big party such as coorporate.
Solutions
Due to the problem that is stated above, Wondery Tour is a travel agency that based in Palembang and formed during post Covid-19 to provide the best quality of tourism service in the town to fulfill the demand of tourism package. Specifically their market range is for private trip, group trip and open trip. Found by tourism graduated, who have learned this field for almost 10 years, Wondery Tour does not only provide the tourism product, but also provide the best quality proven by experienced professional behind it to make sure the customers get the best and amazing experience during their trips. Beside that, the product of Wondery Tour is also friendly for everyone who want to travel, using tagline “Semua bisa jalan-jalan” which means Everyone can experience a wonderful trip, Wondery Tour’s target market range is very wide and also make sure to be accessible for everyone.
Flow of Work
First, we need to conduct the market research by getting know the brand further and detail in order to gain the well knowledge about the brand. Their marketing mix 4P are:
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Product & Price:
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Starting from Rp. 350.000
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Place:
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Main: Instagram
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SMO: Instagram, Tiktok, Facebook page
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Promotion: Discount for a specific period of time, Promo special price
Their best seller product is Open Trip to Pantai Marina + Kampung Vietnam
Their Brand Persona and character is Cinta Laura that represent as friendly, humble, knowledgable, smart and genius, talkactive and initiative, and understanding. Cinta represent Wondery as travel agent that can always be rely on whenever it’s about tourism and hospitality. Also, it’s the epitome how Wondery Tour composed by a well knowledge about tourism and understands your needs.
Tone of voice that Wondery Tour use is humble, friendly, trendy. Language that used by Indonesian.
Segmentation (B2C)
Segment A (Teenager and Adult aka Solo) |
Segment B (Group of Friends & Family) | Segment C (Corporate, Institiution or a group of community) | |
Demographic & Geographic |
Gen X, Millenials & Gen Z, SES C-1 – SES D, Indonesian, urban and rural, students, workers and entreprenuer | Gen X, Millenials & Gen Z, SES C-1 – SES D, Indonesian, urban and rural, students, workers and entreprenuer | Gen X, Millenials & Gen Z, SES B – SES D, Indonesian, urban and rural, workers, students, entreprenuer |
Behaviour |
Those who like to travel solo but eager to explore and experience holidays despite the budget or the location. Tendly, they could do repetitive buying for a product just because they love the experience in that place. | The group of friends or family who love to go together on trip but want to make it simple and like to experience a lot. Most of the time, their consideration is budget so that’s why they want to maximize it. | Corporate, institution or a community who have a schedule trip with variety of purpose like annual trip or field trip. Their trips are customed and based on their agenda. |
Psychographic |
Adventureous, curious, simple, practical, wanderer | Adventureous, simple | Simple, practical, tight |
Interest |
Travel, tourism destination, nature, urban & modern tourism, history tourism, social media | Travel, tourism destination, nature, urban & modern tourism, history tourism, social media | Travel, events, tourism destination, nature |
Positioning
USP |
· Provide the best hospitality in tourism and guaranted its quality by the professional from tourism background.
· The range of the market is wide cause it consisted from SES below and above · The trip package can be adjusted based on the neccesities and requests of customer. Also the price can be adjusted based on requests. |
VP |
· Served by the professionals and experienced in tourism background
· The trips can be adjusted based on requests like price, destination, locations and there are many varieties of each trip. · Provide high quality of service and a lot of bonus and treat during the trips |
SWOT Analysis:
- Strenghts: Provided by profesional and experienced in tourism, so the service and hospitality is guaranteed, have variety range of price and destinations of the product and could be adjusted based on necessities of customers
- Weakness: It’s still a new travel agency in the town, so the it needs extra branding, addition to gain the trust. Still have limited ready-products, cause mostly they provide product that based on requests
- Opportunities: The target market is wide and the product is very flexible cause they can make product based on requests and neccesities, they can maximize the marketing
- Threats: There are already many established competitor, so the markets basically already on them.
Situation Analysis:
- Problem: Still lack of displayed-product, the target market is wide but mostly the competitiors have better brand awareness and brand image, havent maximize the marketing of owned channel yet
- Solution: Create many varieties of ready products, improve the brand awareness and brand image intensively and explore the marketing method digitally to find the fit marketing method
Campaign Strategy:
- Branding: Actively posting products to reach and attract potential customer on Instagram and non-selling content that relate to tourism industry on social media such as microblogs
- Instagram ads: Running ads for each product with 2 objectives which are traffics of social media and conversion)
- KOL: Conducting campaign using KOL that fit with Wondery Tour and the object was to branding by giving big traffic to recent product
Campaign Result:
Instagram Ads:
Campaign Result Analysis
- Instagram Ads:
- The first campaign generated a reach of 16,889 with 34 link clicks, and generated 165 content interactions. The first campaign resulted 371 profile visits and 42 new followers, as well as 29 packages conversions. The ads budget for the first campaign is Rp. 300,000 within 10 days.
- The second campaign generated a reach of 12,086 with 87 link clicks, and generated 164 content interactions. This campaign generated 361 profile visits and resulted in 47 new followers, as well as 28 package conversions. The ads budget used is Rp. 390,000 within 13 days.
- Analysis: The second campaign was a new product being advertised. It is suspected that this makes the audience curious, resulting in quite a lot of link clicks, even though the conversion is lower than the first. In the first campaign, the newest product was marketed again, resulting in higher conversions. It is suspected that this is due to increased audience trust.
- KOL Ads:
- First campaign resulted a reach of 30.449 and 258 content interaction. This campaign’s objective was to brand and introduce the new travel agency to wider local audience. However, from this campaign, resulted new 40+ new followers for instagram page.