Sustainable aspects : culture, nature, people Ethical marketing : an honest representation of the product / package : reliability honesty : keeping your word: what you write is what you sell is what you deliver; your package is a contract between you and the consumer Honesty about your environmental practices, about your involvment with the community, with the cultural aspects that are found in your package Transparency Scheduling: PROMOTE ACCORDING TO THE SEASON, YIELD MANAGEMENT GOOD TO CHANGE IN ORDER TO GET MORE PRESS COVERAGE
TRENDS: from where ? Green server lists, marketplaces, Internet search, etc. BUSINESS WATCH: (via Internet, conventions, marketplaces, etc.) SEE REFERENCES AT END OF DOCUMENT NEVER UNDERESTIMATE THE DECISION POWER OF WOMEN: LET THEM TALK, GIVE THEM VOICE TO AND TA need new products all the time TO DIFFERENTIATE THEMSELVES, TO EVOLVE, TO OFFER DISTINCTIVE PROGRAMS
Example of a perfume product:: Phsing: distributing a sample of the perfume to any woman Pulling: create a frangrance for a perfume to be worn by business women in the office Or branding the perfume for ‘in flight’ travelers … CARS: new model for all markets New model for families or car constructed to specific orders. Cf motoneige qu’on peut aller voir sur la chaîne de montage THE PUSH MODEL IS ON ITS WAY OUT …
STAFF: Is your staff trained and aware of the package ? Answering calls, emails, reception, promotional tools… Co-branding www.haciendachichen.com/activities.htm
Visitors: need to be ediucated on the ipacts of their behaviour on the environment and the host community Employees: need to communicate knowledge and emssages to visitors, regarding appropriate beaviour and edeucating visitors about the destinatino environment and culture. Host community: goals and whises of local residents regarding tourism decelopment need to be considered.
REVIEW YOUR WEBSITE: must be attractive, always up-to-date, useful, informative, quick to download, easy to navigate, with photos, short videos, hyperlinks and opt-in for newsletters to email
ADVERTISING: COOP, but dont say yes to all these vendors. Always calculate how much they charge and how many bookings you need to make to break even.
The traditional channels are disapearing by either bypassing one or two sales intermediates. The ecotourist, green traveler, will try to leave as much money to the local people by buying direct. Also because they are experienced tourists and have researched the destination … PRIORITIZE: MAKE A LIST OF THE MOST SUITABLE ONES; COLLECT DATA ON THEM AND KEEP IMPROVING THIS DATA Online reservations must be secure.
The search for electronic marketing opportunities must be constant Co-branding: Rainforest Alliance M-marketing: the mobile commerce is just starting
Trip Advisors have 32 milloni visitors per month
Marketing sustainable tourism packages Guatemala Ciudad 10 septiembre, 2009 Presentación de Marie-Andrée Delisle, M.Sc. Consultora en desarrollo turistico www.madelis.com
The overall packaging process Find theme and partners Choose distribution channels Plan marketing strategies and budget
Price the package - Test the package Deliver & evaluate Create the package www.madelis.com
Trends, surveys, statistics, reports, market segments, etc. + Business watch
Segments of travelers by profile, by theme
The trade: tour operators, travel agencies
How will you choose your markets?
The Ansoff matrix
The Push-pull strategy
The Product/Market match
The Ansoff Matrix www.madelis.com PRODUCTS MARKETS Current New Current / actual Market Penetration Ex. Rebates, privileges, personalized service in order to keep attracting current clients Product Development Ex. Offering new products to current clients New Market Development Ex. Offering current products to new clients Diversification Ex. Offering new products to new clients
The PUSH – PULL Strategy www.madelis.com Develop the product -> Put up the product -> Market the product = Push: taking the product to unspecific/all markets Research the needs of the target market -> Develop the product -> Put up the product -> Market to the target market = Pull : attracting the target market towards your product Adapted from the Michael J.C. Martin model - Managing Innovation and Entrepreneurship in Technology-based Firms , p.44
The market /product match : an example www.madelis.com Market Product / Package Promotion / Distribution Ecotourists of North America , looking for natural environment experiences Guided nature observation and hiking Guidebooks, Internet website and marketing, trade shows, media coverage, word-of-mouth, tourist board, etc. European tourists interested in culture, and in meeting with local people Village experience (homestay, meeting with a community, etc.) European marketplaces with INGUAT; Tour Operators Initiative; Guidebooks, word-of-mouth, tourist board, etc. Travelers environmentally conscious, looking for sustainable tourism experiences Guided visits to protected areas ; Meeting with environmentalists; Visiting community projects The International Ecotourism Society; Rainforest Alliance; responsible travel websites; Word-of-mouth, forums on green travel, tourist board, brochure, etc.