XeniaPro is your Tourism Marketing Agency specializing in Experiences: that is, the extremely multifaceted and diverse segment of the tourism industry that has gained momentum in recent years. Alongside with more traditional segments, namely accommodation and transportation, tours & activities segment has ambitious objectives: it consists of large and small players and requires specific knowledge. Our expertise gained precisely in this area allows us to support different tours & activities providers. We help them grow towards targeted and customized paths.
For 7 years we have been the leading Digital Marketing Agency for Experiences in Italy, enhancing skills, professional experiences and establishing a long-lasting network. And now we are ready for the world!
Read the interview with the founder, CEO and mentor, Davide Valin: let’s go over these 7 years together and try to understand why XeniaPro could be your tourism marketing ally.
Tell us your story related to XeniaPro
XeniaPro was born exactly 7 years ago from the experience gained in the field of sales and marketing at a European level. Personally, I have been passionate and working in the tourism industry for 20 years: first as a tour guide, responsible for planning and selling tours, then as a marketing manager and now as a tourism advisor. This path led to see the industry from different points of view and really dive into customer needs.
In 2015 we had our first client, we got started with tours providers in art cities and then we evolved together with our industry, following more complex accounts as we went along.
If we look with a magnifying glass at the road we have traveled and take a stock, we discover data that surprise even us! Since 2015 we have:
- Worked on more than 70 tourism marketing projects
- Managed over 300k in advertising for our clients via ppc and ads
- Processed more than 1 million words for Content Marketing
- Studied over 5,000 keywords on emerging verticals and different destinations
- Produced more than 20 pdf guides and held as many webinars about them
But over quantity, we focus on quality! Our approach has always been as “craftsmen”, or rather digital craftsmen able to listen deeply to the uniqueness of each project. We are indeed a small but highly skilled team. A heterogeneous team, with me at the forefront as founder and several long-term collaborators who have entered the rationale of XeniaPro, and who have allowed us to follow the client both in a strategic and operational way over time.
How would you describe XeniaPro today?
Starting with our name: Xenia encompasses the concept of hospitality in the ancient Greek world. To this we add Pro. Simply put: Hospitality Professionals.
Therefore, as hospitality professionals, we support tourism companies in the process of designing, managing and coordinating a Tourism Marketing Plan. XeniaPro is in charge of leading the client along their online presence.
In addition to these founding values, today we also call ourselves the “craftmen of digital”. The intrinsic value of tourism marketing comes with our guidance, supported by cutting-edge tools (Google Ads, Social, SEO, Analytics). We create a stable and scalable digital ecosystem, trying to trigger virtuous circles to educate our clients to act on their own.
What are your main strengths?
Our strength is to work in the niche market with smaller DMCs, marketplaces, and activity providers but also with the flexibility and ability to work alongside larger or medium-sized businesses. Our expertise is in-house and allows us to be agile.
Another strength is our multilingual European-trained team that also enables us to manage internationalization and localization processes in different markets.
How do you support the client along their tourism marketing strategy?
We fundamentally solve one problem: we streamline the complexity of the digital realm to the client’s hand. We guide them through various steps of digitization (from the website, to content creation, to tools integration).
Our mission is to help tour & activities providers capture and turn online travel planners or “lookers” into customers.
Our vision is to communicate, successfully, the identity, passion and business of tour operators to the target audience. How do we do this? All services are coordinated across the whole customer journey.
Our compass is Inbound Marketing, our modus operandi, which is to create valuable content that is relevant to the target audience and deliver it at the right time in the right place. All this happens after a onboarding phase, in which we try to “get inside the mind” of the business and to put forward the most appropriate strategies.
What is the process?
We pave the way to the initial setting:
1#The machine is your Website, your communication hub and your showcase to the world. Before we get to work with Content Marketing we always operate a site audit to see what works and what doesn’t.
2# Fuel is Content, Social and Blog Editorial Plan. We like to define the Blog as the king of tools for Content Marketing. Publishing articles on your blog is an investment with an even-better return. Creating and managing your Blog involves resources, time and specific know-how. That is why we are here to set up a long-term editorial plan, which is also extremely versatile to use independently in the future. Unlike the pages of your website, which promote tourism experiences, in the blog you can address all the aspects surrounding it, tell the story behind it, explain your brand identity in more informal tone and give full rein to your creativity.
Here a case study: Expertise and Reliability – Itinera Bike & Travel
3# The driver is the Tool to deliver this content (performance marketing / ads pcc). The published content needs to be “shown,” and we do this by delivering the content on different platforms, such as Social Media or Newsletters.
Tourism Marketing process is aimed at optimizing the client’s budget and resources, offering them top tools that allow them to work out of the box, along with easy reporting and continuous coaching. All in the most complete transparency (we use Monday as a project management platform!).
What is your direction for the future?
In the future we would like to lead our target market, segmenting our expertise more and more (outdoor, wine tourism for example). After that we would like to make our knowledge available to even more solid clients and for new targets: I am talking for example about Saas, with which we have already laid the foundations. For these occasions, we are ready to expand an even more innovative set of tools and integrated reporting services.
We would also like to improve the digital training side with ever new and updated training materials for our users to be conveyed in events and conferences, which can now finally be held in person.
We hope, with this interview, to have inspired and told you something about us! Contact us to tell us about your project, we are always happy to get in touch with different businesses of the tourism world!
