Although print advertising is not as big a focus in today’s discussions as on-line advertising, you should consider the fact that AARP The Magazine is the world’s largest circulation magazine of all internationally published magazines. In fact, it reaches over 23 million people age fifty and older. Just for comparison, the number two publication in audited circulation is the Reader’s Digest and it “only” reaches a bit over 10 million. So much for people not reading anymore…
Another interesting aspect of reaching older Americans is the misconception that they are not online. It seems that a significant number of Americans 62 and older are indeed logging on. About 37.6 percent or about 17 million individuals are spending an average of 44 minutes a day surfing.
In addition to browsing, mature users are serious web users. They are not just emailing their grandchildren and looking at family photographs either. Recent statistics show that 59 percent of them use search engines and that 41% are making travel plans and reservations online.
So next time you’re updating your materials or your advertising, keep this huge market segment in mind. Make sure the print is easy to read, your site is easy to navigate, your photos include older adults, etc. And now that we’re moving in autumn, who better to feature in your promotions than those who can travel whenever – not being tied down to school schedules or job requirements?
What are you doing to reach this market South Florida? Let us hear from you!
Saturday, September 20, 2008
Sunday, September 14, 2008
The New Buzzword is “Nearcation”
In a column that I read recently, the writer indicated how frustrated he was about the expression “staycation” being overused. In fact, he said he was going to scream if he heard the word one more time. You may remember that we wrote an article on staycations back on May 1st (see previous post) as it was just beginning to make its way into common usage. It’s true, now, that you can’t turn on the TV or pick up a paper or see an item on the web without some mention of the staycation being included somewhere.
There’s confusion, however, in the way the staycation has been used. In some cases the word means staying in the same area or state, but to some people it means staying at home and “playing tourist” in your own backyard without overnighting in a hotel. In any case, a new buzzword has come about to better describe what travelers did during their vacation season. That word is the “nearcation”.
According to some statistics and tourism agencies, locals and day-trippers helped save the summer from being as disastrous as it could have been. People still wanted to get out and do something. They didn’t travel as much by air; they drove a few hours by car; and maybe they ate at least one meal as a picnic or in their rooms saving on restaurant costs. If they could possibly do so, they didn’t stay put, but they stayed nearby. They still took a vacation.
Now that we’ve passed Labor Day weekend – where AAA was predicting more people would not be traveling compared to last year – we’ll have a better perspective to assess our summer business. So South Florida, did the nearcation help you out at all? Where did your guests come from this summer? We’d love to hear from you.
There’s confusion, however, in the way the staycation has been used. In some cases the word means staying in the same area or state, but to some people it means staying at home and “playing tourist” in your own backyard without overnighting in a hotel. In any case, a new buzzword has come about to better describe what travelers did during their vacation season. That word is the “nearcation”.
According to some statistics and tourism agencies, locals and day-trippers helped save the summer from being as disastrous as it could have been. People still wanted to get out and do something. They didn’t travel as much by air; they drove a few hours by car; and maybe they ate at least one meal as a picnic or in their rooms saving on restaurant costs. If they could possibly do so, they didn’t stay put, but they stayed nearby. They still took a vacation.
Now that we’ve passed Labor Day weekend – where AAA was predicting more people would not be traveling compared to last year – we’ll have a better perspective to assess our summer business. So South Florida, did the nearcation help you out at all? Where did your guests come from this summer? We’d love to hear from you.
Thursday, September 4, 2008
Printed Materials in Hotel Rooms
So far as trends go, it looks like we’re transitioning from almost no information to information overload and back again in having printed materials in hotel rooms. We’re all familiar with those racks of brochures near the check-in or by the elevator, or even in the lobby or breakfast areas, but I’m talking in the hotel room itself.
If you’re like me, you read almost everything. Especially when I travel, I make sure to scope out what’s provided in-room. Most hotels with cable still include the small monthly HBO guides. In addition, we may find everything from Travelhost (or similar) to glossy hard-cover bound city magazines touting local attractions and restaurants. And hotel information may vary from a printed one-page flyer or a slim loose leaf notebook to a gold-embossed tome depending on the brand and level of the property. I’m probably one of the few who actually reads the hotel info from cover to cover.
As more travelers come equipped with their cell phones and laptops, however, there is a newer trend now to eliminate local telephone books (among other things) from hotel rooms. (See previous post of December 3, 2007 re: Gideon Bibles).
I’m sure hoping that this isn’t the case. Now I know it means more time and work for the housekeeping staff – they need to re-supply publications, make sure that the ones there are presentable, etc. – and we’re all looking for ways to save. For me, browsing the local phone book gives me an insight into the community I’m visiting, helps narrow down restaurant recommendations I’ve previously collected, reaffirms the major sites to see, and guides me to areas I might have overlooked. But that’s just me.
So, South Florida – are you still putting a local telephone book in your hotel rooms? If you’re a member of a “chain” what’s their policy? Let us hear from you.
If you’re like me, you read almost everything. Especially when I travel, I make sure to scope out what’s provided in-room. Most hotels with cable still include the small monthly HBO guides. In addition, we may find everything from Travelhost (or similar) to glossy hard-cover bound city magazines touting local attractions and restaurants. And hotel information may vary from a printed one-page flyer or a slim loose leaf notebook to a gold-embossed tome depending on the brand and level of the property. I’m probably one of the few who actually reads the hotel info from cover to cover.
As more travelers come equipped with their cell phones and laptops, however, there is a newer trend now to eliminate local telephone books (among other things) from hotel rooms. (See previous post of December 3, 2007 re: Gideon Bibles).
I’m sure hoping that this isn’t the case. Now I know it means more time and work for the housekeeping staff – they need to re-supply publications, make sure that the ones there are presentable, etc. – and we’re all looking for ways to save. For me, browsing the local phone book gives me an insight into the community I’m visiting, helps narrow down restaurant recommendations I’ve previously collected, reaffirms the major sites to see, and guides me to areas I might have overlooked. But that’s just me.
So, South Florida – are you still putting a local telephone book in your hotel rooms? If you’re a member of a “chain” what’s their policy? Let us hear from you.
Tuesday, September 2, 2008
Around Town...
Belated congratulations to Christine Greenley (Student Chapter Liaison/BOD member) on her recent engagement…and belated best wishes to Joe McKinney for his birthday celebration. Joe is entering his last year at FIU and has been active in our HSMAI student chapter and volunteering at our monthly meetings. Speaking of the student chapter at FIU, they are gearing up for the new semester and will have their new officers elected by next week.
Speaking of elections – you will soon be getting the notification for our “call for nominations” to our Board of Directors. If you’d like to work for our Chapter, whether on a committee or on the Board, please let Stacie Faulds, our President-Elect know about it.
The Dania Beach Tourism Council has passed along several articles on the state of our South Florida tourism situation. Accordingly, they are saying that our summer tourism is “sluggish”. Several other articles indicate that although occupancy is down, our average room rates are up. As always, the collection of these statistics takes some time and their release comes a bit after the events. So South Florida how are you really doing?
Lion Country Safari in West Palm Beach is offering an employee special to those of us in the hotel and restaurant business. From September 8th through November 23rd there’s a special rate of only $8.99 per person. An employee may bring up to 4 guests in one vehicle for the same low price of $8.99 each. Make sure you bring a business card or valid id to prove you’re in the industry.
Great to hear at our August meeting last week a bit about the Fort Lauderdale/Hollywood International Airport and the progress to come on the runways, terminals, and other facilities. Over 60 people came to the Tropical Acres resort to eat, network, and learn. Wonderful too was the enthusiastic response to our cell phone collection drive for Women In Distress. We collected 87 phones. Way to go HSMAI!!
See you September 17th at our meeting planners panel at the Broward Convention Center. It starts at 4:30 pm with registration and networking; The program is at 5:30 pm followed by the reception (hors d’oeuvres and drinks) at 6:30 pm. Don’t miss out on this event held along with MPI and hosted by the GFLCVB. There’s limited seating available so get your reservations in early.
Speaking of elections – you will soon be getting the notification for our “call for nominations” to our Board of Directors. If you’d like to work for our Chapter, whether on a committee or on the Board, please let Stacie Faulds, our President-Elect know about it.
The Dania Beach Tourism Council has passed along several articles on the state of our South Florida tourism situation. Accordingly, they are saying that our summer tourism is “sluggish”. Several other articles indicate that although occupancy is down, our average room rates are up. As always, the collection of these statistics takes some time and their release comes a bit after the events. So South Florida how are you really doing?
Lion Country Safari in West Palm Beach is offering an employee special to those of us in the hotel and restaurant business. From September 8th through November 23rd there’s a special rate of only $8.99 per person. An employee may bring up to 4 guests in one vehicle for the same low price of $8.99 each. Make sure you bring a business card or valid id to prove you’re in the industry.
Great to hear at our August meeting last week a bit about the Fort Lauderdale/Hollywood International Airport and the progress to come on the runways, terminals, and other facilities. Over 60 people came to the Tropical Acres resort to eat, network, and learn. Wonderful too was the enthusiastic response to our cell phone collection drive for Women In Distress. We collected 87 phones. Way to go HSMAI!!
See you September 17th at our meeting planners panel at the Broward Convention Center. It starts at 4:30 pm with registration and networking; The program is at 5:30 pm followed by the reception (hors d’oeuvres and drinks) at 6:30 pm. Don’t miss out on this event held along with MPI and hosted by the GFLCVB. There’s limited seating available so get your reservations in early.
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