Destination Management
HOW TO BRAND, MANAGE AND MARKET
YOUR DESTINATION
BY
NELLEKE PRUIJS (PUM)

Define
Brand
Destination
ii
Market
Destination
Management
Promote
Manage
Management
Organize

Define
Five critical points defined:
p
The Tourist
1.
The Destination
2.
T
Tourism Service Suppliers
i SiS li
3.
The Citizen
4.
The Public Private Interest Coordinator
Public-Private
5.

Destination
Define your destination
y
Location, location, location!
What are you selling?
H
How much? h?
To whom?
Set your boundaries
Make your SWOT’s
USP’s
Business plan for Tourism

Define
Where:
Location, location,
location
Difficult to reach?
Less buyers – higher
profit margin

Define
Where:
Location, location,
location
Easy to reach?
More buyers – more
competition – lower
profit margin

Define
What are you selling?
Uniqueness, character
Never sell what you
cannot deliver

Define
What are you selling?
More than ‘what to see
and what to do’ -
Visitors connect to
emotion

Define
What are you selling?
Shopping is a ‘money
spinner’
Shopping is an integral
component of t
t f tourism
i
Shopping means a
tangible memory to
your destination after a
visitor returns home

Define
How much?
The first phrase a
tourist picks up in a
foreign language
Anything goes:
coupons, free meals,
free nights two for the
nights,
price of one!

Define
Who is your tourist?
What does he like?

Destination
Branding
g
What is a brand?
Why do we need a brand?
How to manage a b
H brand
d

Branding
Visit Britain brand
recognition, using the
British flag as a
recognizable symbol
Quality in Tourism
brand recognition
b d iti

Branding
Uniquely Singapore:
Discover a world of
unique contrasts.
Branding Singapore to
differentiate between
all other colorful
destinations in South
East Asia.

Branding
New York City:
Miffy Loves New York –
Branding New York
City as a family
destination

Branding
Why do we need a brand
y

Taglines
g
Delta Airlines: You’ll love the way we fly
Esso: Put a tiger in y
g your tank
India: Incredible India
Spain: Spain is different
p p
Virginia: Is for lovers
Georgia: On my mind (
g y (USA) )
KLM: The reliable airline
Marlboro Cigarettes: Come to Marlboro Country
g y

Branding
How do we manage a brand?
Design consistency: Coca Cola didn’t change a lot for over 100
years
Brand umbrella: NYC Convention & Visitors Bureau
Rebranding as a last resort if the brand destination suffered
irreparable damage : Kenya, Thailand,
p g y, ,

Destination
Market
Find your market
SWOT’s
Strategy
S
Continuation
Where to market
Fam Trips

Find your
market
Research: What do your
customers or potential
customers value?
Target Segments
Surveys &
questionnaires
Create customer value

Find your market
Target by status
Target bij most used info
Local residents
Geography
Motor Coach
Age
Tours/Retirees
Family status FIT’s
FIT s
Household income Families with children
Needs and wants Young married couples
Students on school tours
Length of stay
Conventions
Trip budget
p g
It
International visitors
ti l i it

Strategy
In today’s competitive
and crowded
environment you
cannot afford an ad
hoc approach to
marketing.
Destinations have to
deliver an
outstanding
experience from start
to finish. “Any road will take you there if you
don’t know where you’re going”
said the Mad Hatter in ‘Alice in
Alice
Wonderland’.

Where to market
Your research gives the answers.
g
Market your destination where you already have a
slice of the market
Enter new markets in bite size morsels
Choose carefully and plan ahead

Fam Trips
Fam trips are
p
For the Travel industry
Should organized by the umbrella organization
Should be
Sh ld b organized 6 8 months b f
i d 6-8 h before the next tourist season
h i
Not a holiday
Should be short and to the point
Should include as many points of interest, hotels, suppliers as
possible
Should be flexible d
Sh ld b fl ibl and accommodate i di id l wishes of th
d t individual i h f the
buyers
Should take 30 minutes for lunch

Destination
Promotion
Advertising
Free promotion
Trade h
T d shows
Tips on trade shows
Press or Media trips
Web 1.0, 2.0 and 3.0

Promotion
Advertising
g
The paid, public, non personal announcement of a persuasive
message by an identified sponsor

An article in a major
magazine get read by
thousands of people
Has more impact then
advertision
Cost: next to nothing – a
flight – a hotel – some
meals
Value: Thousands of
dollars.
Free Promotion

Tips on Trade
Shows
Your booth needs to
communicate
everything in 3 to 5
seconds.
You only get one chance
to make a first
impression.
Piggy-back: stretching
the trade show dollar

Promotion
Press Trips
p
When you have your destination in order – you branded it,
researched it, targeted it, marketed it, sold it to T.O.’s and are
ready to launch an advertising campaign
campaign.
That is when you should
organize a press trip
Never before!

Influence the
media
Local media
Film
TV
Books
Local organisations
g
National Media
International media
Travel writers
Press T i
P Trips

Promotion
Web 1.0, 2.o & 3.0
Web 1.0 was about reading, Web 2.0 is about writing
Web 1.0 was about companies, Web 2.0 is about communities
Web 1.0 was about client server, Web 2.0 is about peer to peer
10 client-server 20
Web 1.0 was about home pages, Web 2.0 is about blogs
Web 1.0 was about portals, Web 2.0 is about RSS
Web
W b 1.0 was about wires, W b 2.0 i about wireless
b i Web is b il
Web 1.0 was about owning, Web 2.0 is about sharing
Web 1.0 was about Netscape, Web 2.0 is about Google
Web 1.0 was about web forms, Web 2.0 is about web applications
Web 1.0 was about dialup, Web 2.0 is about broadband
Web 1.0 was about hardware costs Web 2 0 is about bandwidth costs
10 costs, 2.0

Newsletter
Stay in touch with
Press, media, travellers

Newsletters
Stay connected with
your stakeholders,
suppliers, hotels,
anybody under the
umbrella of the CVB

Management
Manage
g
Constant funding
Organize
National Tourism Organization
Tourism Information

Management
Organize:
g
Establish a public-private interest coordinator that is
financed by both the private and public sectors. The
benchmark destinations most f
b h k d ti ti t frequently utilized a
tl tili d
special tourism tax, such as a bed-tax on hotels.
Other possible tax measures are an airport tax a
tax,
restaurant tax, and taxation on events and
attractions.

Are you ready for the International Market?
y y