Bad online travel reviews: their effects and how to react

This week a small tourism business belonging to a friend of mine suffered its first inevitable bad review on a particular well-known travellers’ website (cough cough, Tripadvisor, cough). I say “inevitable” not because of any ongoing bad service—indeed they run a very good operation—but because ultimately 99.9% of tourism businesses are going to one day find themselves a victim of it, no matter how outstanding their behaviour. It’s just human nature. Online review sites have a notably different effect on...
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The Evolution of the Haka Tours Brand

For the first 3-4 years of its existence, I was responsible for Haka Tours’ marketing output, most of which was digital. Here is how I witnessed the brand evolve from start-up business to award-winning kiwi tour operator, including what effect it had on the clientele. 2007: The Beginning Haka Tours’s first tour was in June 2007, about the same time that I was graduating from university. The first tour vehicle was a 12 seater purple Mercedes and it was tour guide...
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