Lucy Fuggle

Lucy spent three years building TrekkSoft’s content strategy and inbound marketing approach. She now helps companies to find their voice, kick-start projects, and bring in processes that actually work for them. Lucy writes and shares her solo adventures on lucyfuggle.com.
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Recent Posts

How Fjord Norway brought 110+ suppliers online with TrekkSoft and made their region more sustainable

Published by Lucy Fuggle on Jul 17, 2018 | 5 minute read

At WTM London 2017, we caught up with Kristian Jørgensen, Director of Tourism for Fjord Norway, the western region of Norway. Kristian participated in our panel discussion, Learn how tours & activities are the core of guest experience, and shared some great insights.

Here's our pick of some of the best quotes from the panel, covering Fjord Norway's growth as a region, their decision to go with TrekkSoft as their region's standardised booking system, and his approach to sustainably growing the region's tourism sector.

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21 distribution channels you should consider

Published by Lucy Fuggle on Jun 11, 2018 | 8 minute read

With so many ways to promote your tours, it's worth putting some thought into your distribution channels. How are you getting your tours in front of your customers? What range of channels are you using online and offline, what free advertising options are there?

Online Travel Agents (OTAs) such as Viator & Expedia are key distribution channels, but should only be part of a balanced distribution plan to ensure your tour and activity business's sustainable future. 

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Visit Norway's destination marketing campaign that Millennials fall in love with [Interview]

Published by Lucy Fuggle on Apr 6, 2018 | 9 minute read

This interview and article was originally published in Spanish by Maria Eugenía Coppola in April 2017.

 

When researching Millennials, Airbnb revealed that most prioritized travel over purchasing a home, getting a car, or paying off debt. They're also the largest living generation right now, which means they're crucial to consider as a destination marketing organisation or travel experience provider.

In December 2016, Visit Norway launched the campaign "5 friends on a Road Trip in Norway" on YouTube to attract millennial travellers. Since then, it has had 6 million views in English and Spanish combined and is still featured on the destination website.

Here, we'll share our interview with Eugenia Fierros, Tourism Manager for Spain at Innovation Norway. In this chat with Eugenia, we dig deeper into Visit Norway's marketing campaign to understand their strategy, keys to success, and challenges.

 

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Business Performance Indicator: assess how your tour & activity business is doing in key areas

Published by Lucy Fuggle on Apr 5, 2018 | 6 minute read

As a tour & activity business owner, you're probably juggling a lot of plates... running your tours, marketing your business, optimising your website, tweaking your strategy and finding partners. With so much going on, it's not always easy to know how your company is performing.

This is something we've wanted to solve with our new Business Performance Indicator tool.

 

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Last-minute booking trends & best practice for tours and activities in 2018

Published by Lucy Fuggle on Mar 7, 2018 | 4 minute read

How many days in advance are tour and activity bookings happening? How does this vary by channel? This is what we set out to answer before ITB Berlin 2018, the world's largest travel trade show from March 7-11.

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14 reasons why tour and activity companies need an online booking system

Published by Lucy Fuggle on Jan 22, 2018 | 7 minute read

If you're like me, you're booking more and more of your day-to-day life online, from restaurants to doctors appointments. This is even more pronounced when we travel. For most of us, flights and hotels were the first aspects of travel we started booking online, whether directly through the provider website or via third-parties like Booking.com.

It has been these types of online actions that have got consumers used to being able to book online – and they find it frustrating when they can't do it. The truth is that tours and activities have taken longer to follow the rest of the travel industry. But now they're catching up. And that's important, because consumers are looking for tour and activity providers with direct online booking functionality.

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3 ways to manage your distribution on OTAs more effectively

Published by Lucy Fuggle on Jan 9, 2018 | 3 minute read

Once you've enabled online bookings on your own website, you've made the most important first step for attracting the growing majority of digitally-savvy consumers.

However, only distributing tours and activities on your own website can be a risky strategy. Although OTAs (online travel agents) will charge you a commission, they provide you with a level of exposure that's hard to come by on your own site. 

If you do decide to take advantage of the traffic that OTAs receive and distribute your tours on them, there are a few things you should know to save time and boost efficiency. So, without further ado, here are our best tips for managing your distribution more effectively.

 

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Travel booking trends: what's changing for 2018?

Published by Lucy Fuggle on Nov 20, 2017 | 4 minute read

By understanding the coming year’s booking trends, travel professionals can make strategic choices to double down on strengths and pivot towards rising markets and booking channels to make 2018 a real success. 

Following the success we’ve had with our Travel Statistics Report, we’ve published our newest edition with an even more in-depth look at the year ahead. You can get your copy now:

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Spotlight: Terrandes Adventure, a DMC offering personalised tour experiences in Ecuador

Published by Lucy Fuggle on Apr 28, 2017 | 6 minute read

This Spotlight article was originally published in Spanish by María Eugenia Coppola.

Paradisaical beaches, unique landscapes and lush nature. Generous people, rich history, and delicious gastronomy. It's almost impossible to say what's the best thing about Ecuador because every visitor falls in love with something different.

That's how Terrandes Adventure was born four years ago. Gabriela Cordero, Sales Manager of the company, caught up with us to share how they have managed to position themselves in the industry with a strong emphasis on customized experiences.

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Facebook City Guides: what is it and how will it impact travel?

Published by Lucy Fuggle on Mar 23, 2017 | 5 minute read

This article was originally published in Spanish by María Eugenia Coppola on March 8 2017.

Tech spending in travel – and in particular, around experiences – is definitely having a moment.

Lately we've seen the rise of Airbnb Experiences, Google Trips, Google Local Guides, and now Facebook City Guides. While City Guides is still being tested in the United States, it's estimated that it will reach the rest of the world during the first half of 2017. 

As a professional in the tourism sector, it's worth you knowing what Facebook City Guides is, what it offers to consumers, and what impact it might have on tours and activities.

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