Peak season is often viewed as an automatic success, measured primarily by occupancy and visitor numbers. However, from a marketing standpoint, this period is a double-edged sword: overcrowding means that any operational failure can be amplified within seconds across social media and online reviews.
Contrary to common belief, the real challenge is not increasing visitor volume, but transforming demand peaks into positive, long-lasting reputation. To achieve this, destinations must first understand what they are truly up against.
The tourism landscape has evolved significantly. Today’s travelers show growing resistance to traditional advertising that projects artificial, unrealistic perfection. Instead, they place high value on authenticity and consistency between what is promised and what is delivered.
Ignacio Acha, General Manager of Iguazú Jungle, notes that travelers increasingly favor nature-based destinations because they offer more genuine and personalized experiences. But what happens when everyone is looking for the same thing?
Overcrowding has become a decisive deterrent when choosing a destination. Under this premise, travel agencies and destination managers must prioritize visitor flow management and turn demand pressure into opportunities for improvement.
Roger Trelles, Partner & Director at AXON Marketing + Communications, summarizes it clearly: “Tourism has shifted from mass travel to micro-niches united by shared interests.” This approach enables better distribution of visitors, more targeted experiences, and reduced friction.
As traveler expectations change, agency communication strategies must evolve as well. Broad, one-size-fits-all messaging designed to attract large audiences has given way to tailored communication aimed at specific groups with defined needs and motivations.
According to Trelles, travelers today want to feel like locals—while still honoring their individual preferences. Identifying segments such as adventure seekers, food lovers, cultural explorers, or risk-takers is essential. This allows for more precise experience design and reduces the risk of misalignment.
However, success is not solely dependent on infrastructure, but on identifying and promoting a destination’s unique value. When achieved:
One of the most common errors during peak season is treating all travelers the same. While destinations often compete to gain visibility across multiple channels, they frequently overlook the fact that they are sharing the same generic narrative.
Jorge Díaz, Head of External Communications at ProChile, emphasizes that differentiation drives preference, while standardized messaging, services, and offers dilute brand identity. “The true value of a destination lies in personalization,” he warns.
1. Identify the Unique Advantage
All three experts agree that the first step to building reputation during peak season is identifying a clear brand differentiator. Every destination has a defining attribute—whether climate, accessibility, history, culture, or commerce. The guiding question should be: “What can I offer that no one else can?”
2. Gap Analysis
Once the destination’s added value is defined, the next step is identifying gaps.
In a fast-moving peak-season environment, competitors often leave strategic blind spots. These gaps represent opportunities. The key question becomes: “What is the competition not communicating that truly matters to travelers?”
During peak season, many travel agencies flood social media with promotions, yet overlook a critical factor for today’s traveler: information.
“Educational content is one of the most cost-efficient tools in the commercial value chain. The better destinations are understood, the better they sell,” says Trelles.
Travelers increasingly value advance planning. Access to alternative routes, off-peak visiting hours, or curated activity lists is highly appreciated and can significantly influence destination choice.
3. Own the Narrative
With these insights in place, the final step is building a proprietary narrative. However, reputation is largely shaped—and destroyed—by reviews.
Destinations must be clear about what they can realistically promise. When reality does not match the narrative, reputation suffers.
But what happens when things don’t go as planned?
According to Acha, having an operational plan is essential to protecting brand reputation. This plan should include clear communication guidelines so staff know how to act and respond during crisis situations.
The key is to always respond—silence is never an option.