Know-How Exchange : Strategy

Of your 3 ideas, I would not do idea #1 just yet. This targeting would also limit your market, as you noted, and unless you know you can do that well enough and still get enough reach, I wouldn't do it.

Idea 2 brought back memories of Japan where you can eat onsen tamago (eggs boiled in natural hot water), so caught my interest. It seems cheap and easy enough that I would add that to what you could do as a bit of local flavor for your guests.

Idea 3 was the one that stood out. If you think you could do that better than your competitors, I would focus on that.

Other that that, most tourist related businesses need local advertising/promotion. Fliers at hotels/airports/tourist info spots, advertisements in local magazines and on local tourist maps. Are you using those? Are your competitors? Unfortunately, these are not cheap methods, but they are effective.

A bit of a brainstorm:

Many holidaymakers will be relying on their hotel or their rep to provide them with information or guidance. So first thing is can you build relationships with the hotels - packages which the hotels then resell, or commission fees paid back to the hotel, or with transportation companies. The reps often work direct for holiday companies, so can you get to know who's in and out at the start of the season, and put together something exclusive - a tour followed by a meal for instance. If you can find well-connected partners, you'll be able to make sales without competitors latching on to what you're doing.

There's also a need to be first, so can you promote at the airport arrivals. This can be direct advertising, someone wearing your company's t-shirt handing out leaflets, liaising with the private transfer companies etc.

On advertising, you've presumably got leaflets in the local tourist offices and bus stations and spready around hotel lobbies. But you can be creative too - golf clubs, scuba dive, scooter hire places or physically handing out leaflets along the main strip (with a call to action - eg 10% discount if booked tomorrow).

You might include advertising on the side of local taxis (or your own vinyl-wrapped vehicle), some PR in a visitor magazine (or in-flight) if it's not too expensive. Run a market stall selling photos (or other goods) also advertising the tours. You might find a local travel writer willing to write about your tours - or look for bloggers announcing they're travelling to the Azores and offer them a free tour.

Tripadvisor and Fodors will provide information to customers so become an informed advisor on their sites (but don't overdo self-promotion - become trusted). Google Ads targeted by location at visitors actually in the Azores shouldn't be very price competitive.

You might also want to think about how you grow. Linking with others (eg boat trips, fishing) you can benefit from being a bigger combined force to smooth out ups and downs and give yourselves a strong sales proposition with things like guaranteed satisfaction, tourist quality marks etc.