41st Annual Governor’s Conference on Tourism – Part 2
As mentioned in my previous post, the theme of this year’s conference was “Turning Green into Gold” and held this past week in Orlando.
Here are some of the highlights from one of the other seminars: “Five Social Trends that will Propel Florida Tourism into the Next Decade”. We were told that in order for our industry to win more customers and make more money, we need to be aware of these trends. It seems that our customers are not just waiting for us to fulfill their needs, but are they are expecting us to meet these demands.
The Five Trends are:
1. The Experiential Economy – This is about feeling (experiencing) something “cool”, something to show off to your friends that is new and different, something to tell others about, something that is surprising and delightful. Our job is to look at all the things we provide at our company (hotel) and ask the question: How can we change it to make it surprising and delightful?
2. Personalization/Customization – (We’ve talked about this is previous posts, too.) This means creating something just for our guests. Giving the visitor choices, the tools, to design their own or choose their own options.
3. The Tyranny of Transparency – This refers to the tremendous online access to information/reviews posted by consumers on various websites that are growing stronger every day. You must learn to deal with this -- how to be better at what you do and by responding to complaints in a timely manner. Make sure you visit all the sites regularly to know what’s being said about your business. In addition, make sure you give customers the tools on your own site to post comments. If you respond to them immediately, you will limit any negativity.
4. Going Mobile – (We’ve had presentations on this trend at a couple of our past HSMAI meetings.) There are many things happening in this area as devices become more sophisticated and more widely used by more people. It is important to be in on this direct communication with customers.
5. Marketing Sustainability – The “green” movement is not a passing fad, but it will only get bigger as time goes on. You should offer services that people will talk about. Make sure you creatively tell people about going “green” – what you are doing and what it took to get there.
In summary, the question to ask yourself is: What can you do now to change something to respond to these social trends? Make sure you use the language of these trends in your marketing efforts so that you let your customers know you understand (and can provide) what they’re looking for…
Saturday, August 23, 2008
Thursday, August 21, 2008
41st Annual Governor’s Conference on Tourism – Part 1
In spite of Tropical Storm Fay, the Conference was held this past week in Orlando without much of a hitch considering some people cancelled and some attendees had to leave early.
The theme of this year’s conference was “Turning Green into Gold”. In the session on tourism and “green” hospitality, we learned about the various government entities that can be used as resources of information, assistance, and grants. The various terminology and designations were explained. The small steps that businesses can do to impact sustainability were outlined. Some of these programs are practical and useful – you will save money, you will make money, and do better to help Florida market for the future, especially in reaching (the highly competitive) European tourist markets.
As we’ve stated before in previous posts, first it is especially important that you establish your “green” identity. What immediate things can you do? Examples are recycling your linens, donating amenities, donating left over food, using environmentally safe cleaning products, energy-saving light bulbs, recycling paper products, etc. Develop a mission statement and make sure all your employees are on board. And then, it is essential that you don’t forget to communicate these efforts to the “outside”, i.e. market your efforts. You can begin by just posting a statement for all your guests on what you are doing and what you plan to be doing. And in essence, everyone can do something to be “green”.
As well as the seminars, networking events, and trade show, the Conference also is the time when various awards are given out to recognize outstanding tourism marketing and accomplishments that benefit Florida tourism. I was pleasantly surprised that Sir Freddie Laker was one of the two people inducted into the Florida Tourism Honor Roll. I had had the honor of working and traveling with Sir Freddie for over ten years. And on a local note, congratulations for a job well done to the Greater Fort Lauderdale CVB for winning several Flagler awards: In the category of “Creative Partnering” (Dine Out Lauderdale); In the “Creativity in Public Relations” category (Destination Pop Up Store); and in the “Multicultural Marketing” category (2008 Greater FLL Rainbow Vacation Planner).
In spite of Tropical Storm Fay, the Conference was held this past week in Orlando without much of a hitch considering some people cancelled and some attendees had to leave early.
The theme of this year’s conference was “Turning Green into Gold”. In the session on tourism and “green” hospitality, we learned about the various government entities that can be used as resources of information, assistance, and grants. The various terminology and designations were explained. The small steps that businesses can do to impact sustainability were outlined. Some of these programs are practical and useful – you will save money, you will make money, and do better to help Florida market for the future, especially in reaching (the highly competitive) European tourist markets.
As we’ve stated before in previous posts, first it is especially important that you establish your “green” identity. What immediate things can you do? Examples are recycling your linens, donating amenities, donating left over food, using environmentally safe cleaning products, energy-saving light bulbs, recycling paper products, etc. Develop a mission statement and make sure all your employees are on board. And then, it is essential that you don’t forget to communicate these efforts to the “outside”, i.e. market your efforts. You can begin by just posting a statement for all your guests on what you are doing and what you plan to be doing. And in essence, everyone can do something to be “green”.
As well as the seminars, networking events, and trade show, the Conference also is the time when various awards are given out to recognize outstanding tourism marketing and accomplishments that benefit Florida tourism. I was pleasantly surprised that Sir Freddie Laker was one of the two people inducted into the Florida Tourism Honor Roll. I had had the honor of working and traveling with Sir Freddie for over ten years. And on a local note, congratulations for a job well done to the Greater Fort Lauderdale CVB for winning several Flagler awards: In the category of “Creative Partnering” (Dine Out Lauderdale); In the “Creativity in Public Relations” category (Destination Pop Up Store); and in the “Multicultural Marketing” category (2008 Greater FLL Rainbow Vacation Planner).
Sunday, August 3, 2008
Short Takes- August 3, 2008
-- J.D. Powers just released its 2008 North America Hotel Guest Satisfaction Index Study. Overall guest satisfaction fell in all lodging segments except luxury and extended stay. Noise was the number one problem cited by the more than 53,000 respondents. Noise was also the number one problem in the 2007 study.
--You’ve read here (and many other places) about the staycation trend. Savvy hoteliers are urging travelers to stay in state and not at home. Resident discounts are spanning the gamut to encourage vacations in spite of the high gas prices or weakening economy. We know a lot of our local hotels are offering great deals – some by their parent chains and some by the individual properties. What have you done to encourage instate visitors this summer?
--Forecasting International has once again tracked a list of major trends shaping the future. In the Spring 2008 issue of HSMAI Marketing Review, ten of the most important trends were featured with implications for the various travel industry segments highlighted. The first trend is that the economy of the developed world is growing steadily. In brief, although the American economy is in a recession, it’s not as dire as it once would have been thanks to the strength of the world’s other economic powers. They predict that the US economy will rebound quickly.
For hoteliers, this means that hoteliers may find that some travelers who would have stayed at luxury hotels will settle for second-tier establishments, and second-tier customers will cut costs by seeking out lesser accommodations and so on down the economic scale. With the dollar buying so little abroad, most Americans will vacation near home. The flip side is that the euro and other world currencies buy much more in the States so many Europeans, and others, will visit and shop. These bargain hunters will bring much needed profits to our industry and held ensure that any recession in the US will be shallow and brief. Make sure you are taking advantage of these trends in your marketing efforts – reach out to those seeking value, to attract potential visitors from abroad, etc. What are you doing to shorten the negative economic impacts on your hotel?
-- J.D. Powers just released its 2008 North America Hotel Guest Satisfaction Index Study. Overall guest satisfaction fell in all lodging segments except luxury and extended stay. Noise was the number one problem cited by the more than 53,000 respondents. Noise was also the number one problem in the 2007 study.
--You’ve read here (and many other places) about the staycation trend. Savvy hoteliers are urging travelers to stay in state and not at home. Resident discounts are spanning the gamut to encourage vacations in spite of the high gas prices or weakening economy. We know a lot of our local hotels are offering great deals – some by their parent chains and some by the individual properties. What have you done to encourage instate visitors this summer?
--Forecasting International has once again tracked a list of major trends shaping the future. In the Spring 2008 issue of HSMAI Marketing Review, ten of the most important trends were featured with implications for the various travel industry segments highlighted. The first trend is that the economy of the developed world is growing steadily. In brief, although the American economy is in a recession, it’s not as dire as it once would have been thanks to the strength of the world’s other economic powers. They predict that the US economy will rebound quickly.
For hoteliers, this means that hoteliers may find that some travelers who would have stayed at luxury hotels will settle for second-tier establishments, and second-tier customers will cut costs by seeking out lesser accommodations and so on down the economic scale. With the dollar buying so little abroad, most Americans will vacation near home. The flip side is that the euro and other world currencies buy much more in the States so many Europeans, and others, will visit and shop. These bargain hunters will bring much needed profits to our industry and held ensure that any recession in the US will be shallow and brief. Make sure you are taking advantage of these trends in your marketing efforts – reach out to those seeking value, to attract potential visitors from abroad, etc. What are you doing to shorten the negative economic impacts on your hotel?
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