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?
Wednesday, July 23, 2008
July 23: West Coast Division Gets Good Press
The following article appeared in the newsletter of the Lee County CVB recently:
The Hospitality Sales and Marketing Association International (HSMAI) has returned to southwest Florida.
The HSMAI Southwest chapter closed a few years ago, but last spring the Southeast Chapter and members from the former Southwest chapter converged to form the new HSMAI South Florida Chapter.
The new chapter launched with an evening networking reception at the Hyatt Coconut Point Resort & Spa. More than 50 people attended the event, including the president and chapter board. A second meeting took place June 18 at the Crowne Plaza Bell Tower, Fort Myers. The HSMAI South Florida Chapter will host quarterly meetings in southwest Florida, with the next meeting scheduled for Oct. 22. The location is to be determined.
HSMAI is the largest international association of travel sales and marketing professionals. Founded in 1927, HSMAI is an individual membership organization with members worldwide, dedicated to enhancing sales and marketing management skills in the travel and hospitality industry through education.
HSMAI is also the producer of sales and marketing shows like Affordable Meetings. The association hosts training webinars and provides research and market trends to the travel industry.
For more information on the Southwest Division of the South Florida Chapter of HSMAI, contact Beth Rice of Visit Florida at (850) 205-3868 or brice@visitflorida.org, or visit www.hsmaisouthflorida.org.
The Hospitality Sales and Marketing Association International (HSMAI) has returned to southwest Florida.
The HSMAI Southwest chapter closed a few years ago, but last spring the Southeast Chapter and members from the former Southwest chapter converged to form the new HSMAI South Florida Chapter.
The new chapter launched with an evening networking reception at the Hyatt Coconut Point Resort & Spa. More than 50 people attended the event, including the president and chapter board. A second meeting took place June 18 at the Crowne Plaza Bell Tower, Fort Myers. The HSMAI South Florida Chapter will host quarterly meetings in southwest Florida, with the next meeting scheduled for Oct. 22. The location is to be determined.
HSMAI is the largest international association of travel sales and marketing professionals. Founded in 1927, HSMAI is an individual membership organization with members worldwide, dedicated to enhancing sales and marketing management skills in the travel and hospitality industry through education.
HSMAI is also the producer of sales and marketing shows like Affordable Meetings. The association hosts training webinars and provides research and market trends to the travel industry.
For more information on the Southwest Division of the South Florida Chapter of HSMAI, contact Beth Rice of Visit Florida at (850) 205-3868 or brice@visitflorida.org, or visit www.hsmaisouthflorida.org.
Friday, July 18, 2008
“Table of Eight” – HSMAI South Florida Chapter - July 2008
As you may know, our “Table of Eight” is usually a chatty recap of our monthly meetings including the latest inside scoop gleaned from attendees. My apologies, but since taking on the duties as our Chapter’s Managing Director, I haven’t had much chat time at our meetings.
In any case, I wanted to tell all of you who missed our July 16th luncheon at the Turnberry Isle Resort in Aventura how great a meeting we had. For once, I was happy for the last minute rain which meant that we had some no-shows, allowing us to seat all our additions for a completely packed house. Eighty people filled every seat available to hear speaker, Peggy Nordeen of Starmark outline ways to market travel in these trying economic times.
If you haven’t been to Turnberry in awhile, as I hadn’t been, you’ve certainly missed some amazing changes to the property. And it’s always a good thing to check out and know your competition.
One of the items in Ms. Nordeen’s presentation included a mention of a new opportunity for targeted advertising. It seems that in their desire to generate extra revenue, several of the major airlines are going to start publishing ads on the boarding passes that customers print at home. The ads and information listings will be based on the destination.
A recent newspaper article mentioned that this is just the start of a whole new way to tap a growing customer base. Some airlines are already putting ads on tray tables, overhead bins, airsickness bags, etc. And some airports are increasing their ads in various outlets and on baggage carousel conveyor belts. In addition, it has been reported that the TSA has approved the selling of ads on the bins used at security checkpoints. There’s no question that this will mean increased exposure for the advertisers. Its effectiveness in translating to sales, however, will still depend on the strength and relevance of your message.
Our next meeting is on Wednesday, August 20th at the Tropical Acres Restaurant in Fort Lauderdale. Make sure you register online by the deadline date (August 15) so you won’t be left out. Hope to see you there!
As you may know, our “Table of Eight” is usually a chatty recap of our monthly meetings including the latest inside scoop gleaned from attendees. My apologies, but since taking on the duties as our Chapter’s Managing Director, I haven’t had much chat time at our meetings.
In any case, I wanted to tell all of you who missed our July 16th luncheon at the Turnberry Isle Resort in Aventura how great a meeting we had. For once, I was happy for the last minute rain which meant that we had some no-shows, allowing us to seat all our additions for a completely packed house. Eighty people filled every seat available to hear speaker, Peggy Nordeen of Starmark outline ways to market travel in these trying economic times.
If you haven’t been to Turnberry in awhile, as I hadn’t been, you’ve certainly missed some amazing changes to the property. And it’s always a good thing to check out and know your competition.
One of the items in Ms. Nordeen’s presentation included a mention of a new opportunity for targeted advertising. It seems that in their desire to generate extra revenue, several of the major airlines are going to start publishing ads on the boarding passes that customers print at home. The ads and information listings will be based on the destination.
A recent newspaper article mentioned that this is just the start of a whole new way to tap a growing customer base. Some airlines are already putting ads on tray tables, overhead bins, airsickness bags, etc. And some airports are increasing their ads in various outlets and on baggage carousel conveyor belts. In addition, it has been reported that the TSA has approved the selling of ads on the bins used at security checkpoints. There’s no question that this will mean increased exposure for the advertisers. Its effectiveness in translating to sales, however, will still depend on the strength and relevance of your message.
Our next meeting is on Wednesday, August 20th at the Tropical Acres Restaurant in Fort Lauderdale. Make sure you register online by the deadline date (August 15) so you won’t be left out. Hope to see you there!
Friday, July 11, 2008
July Update
The Florida Department of Environmental Protections recently awarded the Comfort Suites A/P Cruise Port in Fort Lauderdale its Green Certification and welcomed it to the Florida Green Lodging Program. The Hotel presented a $500 check to the Broward County Parks for use towards plantings and reforestation.
There are now ten certified green lodgings in Broward. Are you doing anything to adapt cost-saving green practices that reduce waste and conserve natural resources? Let us know.
Best wishes to Liberty Suites on celebrating its 10th anniversary. Congrats to Joe Van Enron and Jack Zimmerman, co-proprietors. This superior small lodging which caters to the Gay and Lesbian markets has won numerous awards. You may know Joe from the original Visit Florida GLBT Task Forces.
Jungle Island just celebrated their birthday bash by offering a special buy one regular admission get one free offer. Congrats to Jungle Island.
Neiman Marcus at Sawgrass Mills is holding their end of season clearance sale July 16th through August 2nd. Gabriele is offering our members a special invite and group sales offer. If interested, contact her at Gabriele_gannaway@neimanmarcus.com
Hope to see you next week at Turnberry Isle Resort and Club for “Travel Marketing in a Recession”. It should be a great presentation by Peggy Nordeen, President of Starmark International. Note that online/pre-registration closes on Monday, July 14th at noon.
The Florida Department of Environmental Protections recently awarded the Comfort Suites A/P Cruise Port in Fort Lauderdale its Green Certification and welcomed it to the Florida Green Lodging Program. The Hotel presented a $500 check to the Broward County Parks for use towards plantings and reforestation.
There are now ten certified green lodgings in Broward. Are you doing anything to adapt cost-saving green practices that reduce waste and conserve natural resources? Let us know.
Best wishes to Liberty Suites on celebrating its 10th anniversary. Congrats to Joe Van Enron and Jack Zimmerman, co-proprietors. This superior small lodging which caters to the Gay and Lesbian markets has won numerous awards. You may know Joe from the original Visit Florida GLBT Task Forces.
Jungle Island just celebrated their birthday bash by offering a special buy one regular admission get one free offer. Congrats to Jungle Island.
Neiman Marcus at Sawgrass Mills is holding their end of season clearance sale July 16th through August 2nd. Gabriele is offering our members a special invite and group sales offer. If interested, contact her at Gabriele_gannaway@neimanmarcus.com
Hope to see you next week at Turnberry Isle Resort and Club for “Travel Marketing in a Recession”. It should be a great presentation by Peggy Nordeen, President of Starmark International. Note that online/pre-registration closes on Monday, July 14th at noon.
Tuesday, July 8, 2008
Giving Your Guests a Good Night's Sleep
Some times as hoteliers, we focus so much on marketing our myriad services and amenities trying just to keep up with the next best thing. We forget that the basics of our industry are putting "heads in beds". If our guests are not getting a good night's sleep, we just haven't done our jobs.
In this era of high stress, hotels are jumping on the band wagon to provide sleep aids.
One way different hotels are trying to help our visitors is through a pillow menu -- a choice of different materials, stuffings, scents, etc. The list of items has expanded from just pillow choices to items as varied as soft linens, sleep masks, ear plugs, scented sachets or aromatherapy sprays, chocolates with melatonin, CD with lullabies, clips to close drapes to shut out the light,
There are even spa hotels that are taking a more aggressive or medical approach to assisting with sleep problems. In some places you can get an assessment regarding insomnia, snoring, and frequent waking at night. You can opt for a clinical sleep study, take in a lecture, have customized sleep counseling, partake of sleep-inducing meals, acupuncture, or even try meditation.
So what are you doing South Florida to provide a better night's sleep for your guests? Have you added sound-proofing or black out curtains? Let us hear from you about your solutions.
Some times as hoteliers, we focus so much on marketing our myriad services and amenities trying just to keep up with the next best thing. We forget that the basics of our industry are putting "heads in beds". If our guests are not getting a good night's sleep, we just haven't done our jobs.
In this era of high stress, hotels are jumping on the band wagon to provide sleep aids.
One way different hotels are trying to help our visitors is through a pillow menu -- a choice of different materials, stuffings, scents, etc. The list of items has expanded from just pillow choices to items as varied as soft linens, sleep masks, ear plugs, scented sachets or aromatherapy sprays, chocolates with melatonin, CD with lullabies, clips to close drapes to shut out the light,
There are even spa hotels that are taking a more aggressive or medical approach to assisting with sleep problems. In some places you can get an assessment regarding insomnia, snoring, and frequent waking at night. You can opt for a clinical sleep study, take in a lecture, have customized sleep counseling, partake of sleep-inducing meals, acupuncture, or even try meditation.
So what are you doing South Florida to provide a better night's sleep for your guests? Have you added sound-proofing or black out curtains? Let us hear from you about your solutions.
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