Pricing and communicating value in tourism

Even providers who already operate in tourism often face the question of how to present their price so that customers recognise the value of their offer. In the workshop, participants will explore how to highlight the benefits for the customer and link those benefits to the price they set.

With competition in the market growing ever stronger, pricing decisions are an important part of running a tourism business. Providers need to understand how customers value their offer and how much they are willing to pay for it. In tourism, price shapes how the quality and value of an offer are perceived. Customers judge a price against past experience, competing offers and the benefits they expect. That is why it matters how a provider communicates the price and positions it within the offer as a whole. The workshop helps participants understand the role of price in communicating with customers and identify ways to present it better.

• Analysis of current pricing and how prices are presented
• Understanding the perceived value of an offer and customers’ willingness to pay
• How price affects customer decisions and how to communicate the value of an offer
• Pricing strategies suited to tourism products
• Price and value communication for different customer segments

After the training, participants:

• understand how price and the way it is presented affect the perceived quality and appeal of a tourism offer,
• recognise the benefits of an offer that justify its price and set it apart from competitors,
• create a price message that clearly presents the value of the offer to the customer,
• identify ways to improve how prices are presented.

Owners and managers of small and medium-sized tourism businesses, entrepreneurs with an established offer, and staff responsible for sales and marketing.

Preferably at the client’s premises. It can also be delivered at Turistica or adapted for online delivery.