“Marketing Medley” – October/November 2010

(Editor’s Note: Here are several recent trends and hospitality marketing hints collected from various websites, releases, etc. Best, Julie Wernick, HSMAInsider.)

Every web savvy hoteliers knows that the Internet has changed the way in which customers plan and purchase travel. Hoteliers need to tailor their online marketing strategies to include these initiatives and evolve with changes in the travel purchase process.

It is no longer a question of whether your target markets are engaging with these initiatives or are active on Facebook and Twitter. Statistics show that social media is popular even among the older generation. If you are not reaching the hyper-Interactive traveler, then you are going to quickly lose market share.

Visual imagery is becoming increasingly important on your hotel’s website. The photos need to appeal to the emotional as well as intellectual side of your viewers. Potential visitors need to be able to imagine themselves potentially staying at your hotel. This “bonding” will change viewers to bookers. Photos also need to be able to down loaded fast as website visitors have limited patience.

Positive reviews are an extremely powerful marketing tool. By extending the customer voice across all marketing channels, brands and retailers can drive incredible value from their customers' opinions. In other words, customer input creates great ad copy. (It’s important to respond to negative reviews, but don’t forget to respond to the positive ones, too. Shows you are “paying attention”.)

There are 5 basic ways that travel companies are using social media successfully. These are: 1. Relevant Customer engagement; 2. Crisis Communications (to keep customers informed; avert disasters); 3. Discount Deals; 4. Building Online Communities; and 5. Real Time Monitoring and Responding.

On the other hand:
According to an American Express survey, more than one-third of travelers turned to offline resources, including travel agents, for planning and booking.

According to Fast Company, “live” travel agents deliver service that online travel agents have never been able to replicate much less replace, despite endless claims to the contrary. This is especially true in times of crises (when cancellations occur; weather related problems, etc.).

Trends from the retail sector?
Taking a lead from department store retailers, hoteliers are luring guests by offering “special” private sales that save as much as 60 percent on rooms, to get through the rough times of low occupancies and economic downturns.

And: Coupon sites are now offering discounts on travel. (Any South Florida hoteliers using these effectively?)

Meeting Segment:
As we learned from our recent September 2010 meeting planners’ panel presentation, sustainability and conservation are becoming more important to meeting planners and to attendees. Starwood Hotels has introduced sustainable-meeting guidelines at their properties. The guidelines range from menu choices and bottled water alternatives to using potted plants as centerpieces (instead of cut flowers). In addition a “Meeting Impact Report” will be generated for clients demonstrating the impact of their meetings on the environment.

Personal Service/Quality:
Setting your hotel apart from the crowd has always been a challenge. One way to do this is by providing personal service that can make a visitor want to return. For larger hotels, a concierge can be your number one salesperson. If they provide excellent service, people will remember this and want to come back.

According to SQInsight Hospitality, Guest satisfaction is a direct result of quality. And quality is more important than price in telling hospitality companies apart from one another. Though no agreed definition of what service quality is exists, it is generally accepted that service quality is dependent on guest’s needs and expectations. Guest perceptions can be measured effectively through carefully designed surveys.

Travel Trends/Research:
According to Smith Travel Research, for June, 2010, U.S. hotel occupancy climbed to 65 percent, up 6.9 percent from its levels in June of 2009. Average daily rate increased by 1 percent, and revenue per available room was up 8 percent. Upper hotel tiers increased rates year over year in June, while lower tiers continued to see rates fall.

Research intensity has been increasing steadily. Travelers are consuming more content online before booking a trip. Google has seen a 15 percent increase in site visits and 30 percent increase in search clicks prior to booking.
Over half of business and personal travelers interact with online travel videos in all stages of their travel planning.
Consumers are booking their trips online closer to the travel date.
Travelers are searching more for local, point-of-interest-based information around a destination while planning for and during a trip.

Google has seen a 66 percent growth since 2004 in “Near +” and “Close To +” terms in the Hotels & Accommodations Category on Google.com.

Around The (Travel) Websites: What Consumers Are Reading(?) …

(Editor’s Note: A collection of items from various sources. Julie Wernick, HSMAInsider.)

In the August “World Tourism Barometer” from the World Tourism Association, global international tourist arrivals grew by 7 percent in the first six months of 2010…Despite the 7 percent growth in the first half of the year, total international tourist arrivals worldwide are still 2 percent below record totals reached in 2008.

TripAdvisor is now featuring special hotel offers by Business Listing subscribers in their weekly emails to more than four million TripAdvisor members who have requested updates on a specific destination and are, therefore, highly targeted potential purchasers.

Smarter Travel Media, a TripAdvisor Media Group company, launched SniqueAway, where a members-only site offer is endorsed by the people. All hotels featured on SniqueAway have earned a minimum four-star rating classification and four out of five review ratings on TripAdvisor. Corresponding hotel reviews are shown alongside limited-time, members-only offers providing a quick view into how other travelers view the hotel making it easy to book a room before they sell out.

TripAdvisor recently suggested “Strip down to your smile on these beaches members recommend”. Haulover Beach Park in Miami was one of the nude beaches featured.

TripAdvisor featured the followed member updates on Fort Lauderdale Hotels in their TripWatch newsletters recently:
Sheraton Fort Lauderdale Beach Hotel: “Fantastic Trip”;
Atlantic Hotel: “Exactly what I needed”;
Hilton Fort Lauderdale Beach Resort: “The best hotel to stay in Fort Lauderdale”; “bathtubs are amazing”; Premiere Hotel: “Another enjoyable stay”; Pillars at New River Sound: “Definitely gotta go back”; Westin Fort Lauderdale: “Nice one night getaway”;
Harbor Beach Marriot: “fantastic once again”; Westin Beach Resort: “Nice beach resort”; Ramada Airport-Cruiseport: “Service was very good and I would stay at this hotel again”;
Sun Tower Hotel: “Value oceanfront king”; Bahia Mar Beach Resort: “short but enjoyable stay”.

If you book your New York hotel room through Expedia or Orbitz, you may face higher prices. State lawmakers recently passed legislation requiring the booking industry to collect sales tax on lodging. Other states will be watching closely. NY travel agents are fighting these proposed taxes.

HSMAI RECOGNIZES JERRY FABER AT 27TH ANNUAL GALA & CHARITY AUCTION

(Editor’s Note: Below you will find Stacy Fauld’s press release being sent out by the South Florida Chapter regarding the award winners at the annual gala/auction held on Wednesday, October 20th. I've added some underlines and bolding of type.
Congrats to all! Julie Wernick, HSMAInsider.)
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In a 27-year summertime tradition, the South Florida chapter of the Hospitality Sales & Marketing Association International (HSMAI) welcomed more than 130 South Florida tourism industry members for its annual gala and charity auction, this year benefiting PACE Center for Girls Broward.

A highlight of the event, held at Hyatt Regency Pier Sixty-Six Piertop, was the presentation of the 2010 Hospitality Legend of the Year Award to Jerry Faber, longtime president of Jungle Queen Riverboat Cruises and tourism pioneer.

The Hospitality Legend of the Year award is given for outstanding contributions to the local tourism/hospitality industry. Jerry Faber has been an active and enthusiastic tourism supporter over the years, holding leadership roles and board positions with the Greater Fort Lauderdale Convention & Visitors Bureau’s Marketing Advisory Committee, Beach Council, Greater Fort Lauderdale Chamber of Commerce, Barnett Bank Board of Directors, and many other tourism-related boards and activities. Jerry has generously supported many charitable organizations and presently serves on the Board of Directors for P.A.C.E. Center for Girls. Jungle Queen Riverboat Cruises celebrates its 75th anniversary this year and continues to be a Fort Lauderdale tradition.

Other awards presented:
General Manager of the Year: Anthony Franzone, Hilton Hotels Corporation
Revenue Manager of the Year: Chris Crenshaw, Loews Hotel Miami Beach
Sales & Marketing Professional of the Year: Ellen Serra, Comfort Suites Airport & Cruise Port, Fort Lauderdale
HSMAI-South Florida Sponsor of the Year: Jay Guttveg, Creative Focus Photography
HSMAI-South Florida Rising Star on the Board: Donna McCarthy, Jungle Queen Riverboat Cruises
HSMAI-South Florida Lifetime Achievement on the Board: Linda Sue Marsh, Days Inn Bahia Cabana

Around Town – October 2010

(Editor’s Note: Here’s a collection of newsworthy items from our industry members and South Florida community. HSMAInsider, Julie Wernick)

Scoop, the HSMAI-South Florida Chapter’s online blog, has just celebrated its third anniversary. Congrats!

Southeast Florida:

Sam Nazarian, founder/CEO of Los Angeles-based SBE, plans a $65 million redevelopment of the (closed) Ritz Plaza Hotel at 1701 Collins Ave. It will reopen in spring 2012 as a boutique hotel called the SLS South Beach, with 142 rooms.

In Fort Lauderdale, B Hotels & Resorts is refurbishing the former Holiday Inn-Sunrise, along the ocean at Sunrise Boulevard, into a 240-room and suite hotel. The Fort Lauderdale hotel, which is expected to open in December, will be the first one for the company.

A new 3.4 million square foot rental car facility opened at MIA in July. It houses 16 rental car companies that were previously scattered around the airport.

The Fontainebleau Miami Beach ranked first in the South Florida Business Journal’s list of largest area hotels. The hotel has 1,504 guest rooms. Other hotels in the top five included: The Boca Raton Resort, The Westin Diplomat (Hollywood), Loews Miami Beach, and the Eden Roc (Miami Beach).

According to Smith Travel Research, for the week ended Oct. 2, occupancy in Miami-Dade County rose to 62.4 percent from 54.4 percent in the prior-year period. Occupancy in Broward County rose to 57.2 percent from 53.4 percent. Occupancy in Palm Beach County rose to 50.7 percent from 45.6 percent. Occupancy across the U.S. rose to 61.2 percent from 55.7 percent.

For the week ending September 18, 2010, occupancy rose last week for South Florida hotels, according to Smith Travel Research. Occupancy in Miami-Dade County rose to 62 percent from 54.9 percent in the prior-year period. Occupancy in Broward County rose to 54.2 percent from 51.1 percent. Occupancy in Palm Beach County rose to 44.1 percent from 42.3 percent. This compares to occupancy rates in the US which rose to 63.5 percent from 59.5 percent.

The Greater Miami Convention and Visitors Bureau reported that development taxes increased 11.8 percent in July, to $3.28 million from $2.93 million.

RCL, the world’s second-largest cruise company, reported that revenue for the 3rd quarter improved from1.8 to $2.1 billion.

Palm Beach County hotels have had 10 straight months of occupancy growth and the county leads Florida in percentage of occupancy growth – 11 percent – according to CVB President Jorge Pesquera.

The Florida Department of Environmental Protection awarded a $750,000 grant to Port Everglades to cut diesel emissions as part of a federal program. Broward County, which operates the port, is also contributing $510,000. The idea is to reduce emissions from diesel engines which will result in healthier air at the port and surrounding communities.

The Village at Gulfstream Park has announced the arrival of Symphony in Lights, a spectacular, dancing light show choreographed to the holiday music of Trans-Siberian Orchestra. More than 250,000 LED lights will be affixed to buildings and trees in The Village at Gulfstream Park’s Champions Plaza. Beginning Saturday, November 20th, the blinking, twinkling computer-animated extravaganza will run through December 31st.

Southwest Florida:

Three Paradise Coast Resorts made the Conde Nast Traveler 2010 Reader's Choice Top 100 list for Mainland U.S. Large Resorts: The Ritz-Carlton, Naples beach resort is number 14; The Ritz-Carlton Golf Resort, Naples, is number 18; and the Marco Island Marriott Beach Resort is number 70 on the list.

Naples Grande Beach Resort - The Waldorf Astoria Collection, has been named as the #8 tennis resort in the country by Tennis magazine in an article on The Top 50 Tennis Resorts in the U.S

The Naples, Marco Island, Everglades Convention and Visitors Bureau took home two top Henry Awards and was a finalist in an additional four award categories at the annual Flagler Awards, honoring the best in Florida tourism marketing. The CVB won Henry awards in the Mixed Media Campaign and Television categories.

The Ritz-Carlton, Naples is celebrating its upcoming silver 25th anniversary this coming December. The hotel has made plans for a special anniversary celebration concert featuring John Tesh.

The Naples Beach Hotel & Golf Club has received the prestigious "Pinnacle Award" from Successful Meetings magazine. This marks the seventh consecutive year the resort has captured Successful Meetings' coveted "Pinnacle Award," considered one of the most prestigious awards in the meetings industry and is given only to those hotels and resorts that represent the highest standards of excellence.
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To submit items for future editions, send to jwfranklin1@gmail.comBest, Julie Wernick, HSMAInsider

The Great VISIT FLORIDA Beach Walk – November 6, 2010

(Editor’s Note: This information was sent from VISIT FLORIDA asking everyone to spread the word. Check with your local CVB to see what your area is doing.
Best, HSMAInsider, Julie Wernick.)

VISIT FLORIDA®, the official tourism marketing corporation for the state of Florida, will host the Great VISIT FLORIDA Beach Walk on Saturday, November 6th.

You can find out more at this site: VISITFLORIDA.com/beachwalk.
After a summer of weather and oil scares, it’s time to show the world that Florida’s beaches are as wonderful as ever! Join beach-lovers across the state for this one-day, mile-by-mile beach walk, which will cover all of Florida’s 825 miles of beautiful beaches.

What can you do to get involved?
1) Learn more at VISITFLORIDA.com/BeachWalk
2) Sign up as a volunteer to walk the beach
3) Spread the word to others by inviting friends, family, colleagues and guests
4) If your location is beach-side, offer it as a hub for volunteers to gather before or after their walk – or even host a beach party of your own on Beach Walk Day.

So, grab your camera, put on your walking shoes and join your local community for the world’s biggest beach rally, Saturday, November 6th!

Greater Fort Lauderdale CVB Presented their 2011 Marketing Plan – Part 3

(Editor’s Note: This is the third part of the report – the press release issued by the GFLCVB regarding the marketing plan. Best, Julie Wernick, HSMAInsider.)

GREATER FORT LAUDERDALE, October 8, 2010 -- The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) unveiled details of its strategic 2011 marketing plan. Targeting a broad range of consumer and trade audiences, the plan utilizes a full arsenal of tools already proven to be highly effective ranging from creative advertising and public relations to innovative use of social networking to a variety of promotions targeting specific geographic and demographic markets.

The 2011 plan is designed to support meetings & conventions groups, multicultural, sports development, tourism and cultural tourism sales, GLBT marketing and the Greater Fort Lauderdale/Broward Film Commission, which, in April, was transitioned to the GFLCVB in order to maximize efforts to promote the destination as an ideal locale for the film and television industry.

The 2011 marketing plan emphasizes affordable luxury and authenticity reflecting GFL's carefree, water-centric personality. The $3.5 million advertising campaign, encouraging visitors to "find their sunny" through a digital platform embedded in the print advertising and throughout new collateral including the Playbook, Greater Fort Lauderdale's re-invented Vacation Planner for 2011. The plan also focuses more intensely on the mobile world with a mobi site, "Mild to Wild," dedicated to the GLBT market, as well as Blackberry, Droid and iPad-friendly versions of Sunny.org; and continues to play a leadership role in social media communities like Twitter, Facebook, Foursquare, YouTube and Black Planet.

Highlighted initiatives include:
The use of scan tags, a small graphic square resembling a colorful bar code, on all print advertising prompts readers to download a mobile app at http://gettag.mobi, and allows them to scan the tag with their smartphone and instantly view exclusive Greater Fort Lauderdale videos that illustrate how readers can "find their Sunny" via experiences throughout the destination.

Strategic advertising in the DLR train stations in the UK during World Travel Market, one of the largest, most attended International tourism trade shows will be integrated with a text message call to action and a grand prize including a Greater Fort Lauderdale branded Flip Video camcorder.

Continue annual winter blitz in New York City with the highly impactful outdoor NY Times Square Billboard campaign showcasing the warmth of Greater Fort Lauderdale's Blue Wave Beaches and annual 78 degree temps, as well as the Beachmobile making another run throughout Manhattan. Also, new this year, a New York Times advertising campaign including iAds on the New York Times app on iPhone, iPod Touch and iPad with banner ads expanding into full-screen once activated by readers.

The always popular Beachmobile will also tour Toronto during the well-attended Santa Claus Parade and Chicago during a holiday trade show.

Innovative advertising in new arenas including on iPad, as well as Pandora with a LauderTunes Playlist.

Participating in a VISIT FLORIDA/American Express Florida Travel & Life 30-minute television and web episode.

Expansion of the bridal and weddings marketing including a dedicated webpage, GFLCVB wedding specialist to assist brides with information and booking destination weddings, as well as a social media presence with tips on Facebook for couples considering a destination wedding in Greater Fort Lauderdale.

Greater Fort Lauderdale launches its 2011 marketing plans from a position of strength, optimistic about the future. Year-end statistics for 2009 indicate that the destination exceeded both national and Florida averages for hotel occupancies and average daily hotel rates (ADR). Year to date bed tax collections (Jan-June, 2010) are up 7.7%. Fort Lauderdale/Hollywood International Airport, which serviced over 21 million passengers in 2009, recorded its 11th consecutive month of positive growth in total passenger traffic this past July. International traffic was up 11% over July last year. In addition, FLL has been ranked 7th among the top US airports and first in the state of Florida. And, Port Everglades continues on its course to become the world's busiest cruise embarkation port. By the end of this year, it will be home to the two largest ships in the world as well as several other major additions to the North American cruise fleet.

Greater Fort Lauderdale CVB Presented their 2011 Marketing Plan – Part 2

(Editor’s Note: This is the second part of the report; Part 3 to come. Best, Julie Wernick, HSMAInsider.)

On the back of the program (and menu) for the presentation by the Greater Fort Lauderdale CVB, there was a list of “to do” items. Here are some of the key ones, in shortened form.

Save the Dates:

--Tuesday, November 9th: The 2010 Broward County Sports Hall of Fame;
--December 2nd: The 2010 Sunsational Service Courtesy Awards.

Nominate:

--Before October 18th, vote for Fort Lauderdale as the “Best US Destination” on TripOutGayTravel.com/awards.
--Vote for front line employees who go above and beyond for a Sunsational Courtesy award at sunny.org/nominate

Send In Info:

--The CVB is promoting special hotel, attraction, and restaurant offers on LauderDeals as well as pre and post offers on Cruise and Play. Send package info to: jflippen@broward.org

--Holiday specials and events should be sent to jtaylor@broward.org

Keep up with Social Media Outlets:

--Become a Facebook fan; post pictures, make comments, etc. http://faceboook.com/VisitLauderdale

--Download the free app to your Smartphone for a Mobile Tag (i4’s can use http://gettag.mobi; older 3’s can go to your app store and search for mobile tags and choose a free one from Microsoft, e.g.) You will be seeing more and more of these Mobile Tags in The CVB’s ads and in various print media.

--Make sure your business is listed on Foursquare which can be used to engage your mobile customers. Update descriptions (and see if your venue is listed) by going to http://foursquare.com/businesses. The CVB has a presence at foursquare.com/users/VisitLauderdale with consumer tips, etc.

--Update your info at the sunny.org/listing online site. Log onto the CVB’s Partner Extranet and edit your Meeting Planners Guide and Visitors Guide info. Hoteliers can follow the step-by-step guide at sunny.org/hotelpartnerlogin