Service Summit M.-A. Delisle Part 2


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  • So far, we have seen ….
  • 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
  • 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
  • Service Summit M.-A. Delisle Part 2

    1. 2. Marketing sustainable tourism packages Guatemala Ciudad 10 septiembre, 2009 Presentación de Marie-Andrée Delisle, M.Sc. Consultora en desarrollo turistico
    2. 3. The overall packaging process Find theme and partners Choose distribution channels Plan marketing strategies and budget <ul><li>Investigate </li></ul><ul><li>Initiate </li></ul>Price the package - Test the package Deliver & evaluate Create the package
    3. 4. The basic elements of marketing <ul><li>Pre-requisites: </li></ul><ul><ul><li>Does your package reflect sustainable or distinctive aspects? </li></ul></ul><ul><ul><li>Do you have solid written agreements with your partners? </li></ul></ul><ul><ul><li>Is your marketing going to be ‘ethical’? </li></ul></ul><ul><ul><li>When should you schedule the promotion of your package ? </li></ul></ul><ul><li>The basic elements: </li></ul><ul><li>WHAT - TO WHOM - WITH WHOM – HOW </li></ul>
    4. 5. MARKETING WHAT? <ul><li>Use your packaging to differentiate your business from your competition </li></ul><ul><li>Have a competitive selling price with value-added elements, to come up with an interesting quality-price ratio </li></ul><ul><li>Adjust your marketing strategies : </li></ul><ul><ul><li>To reflect the sustainability /exclusive aspect of the experience </li></ul></ul><ul><ul><li>To reflect your clients’ interests </li></ul></ul>
    5. 6. MARKETING TO WHOM? <ul><li>What is your target market ? </li></ul><ul><ul><li>Trends, surveys, statistics, reports, market segments, etc. + Business watch </li></ul></ul><ul><ul><li>Segments of travelers by profile, by theme </li></ul></ul><ul><ul><li>The trade: tour operators, travel agencies </li></ul></ul><ul><li>How will you choose your markets? </li></ul><ul><ul><li>The Ansoff matrix </li></ul></ul><ul><ul><li>The Push-pull strategy </li></ul></ul><ul><ul><li>The Product/Market match </li></ul></ul>
    6. 7. The Ansoff Matrix 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
    7. 8. The PUSH – PULL Strategy 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
    8. 9. The market /product match : an example 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.
    9. 10. MARKETING WITH WHOM <ul><li>With partners : </li></ul><ul><ul><li>On their websites, on their printed material </li></ul></ul><ul><li>With the support of organisations for co-branding purposes: </li></ul><ul><li>Tourist Board, The International Ecotourism Society, Rainforest Alliance, Sustainable Travel, etc./ logos and hyperlinks </li></ul><ul><li>With the sales intermediates </li></ul><ul><li>With your staff </li></ul><ul><li>With all organisations promoting the destination </li></ul>
    10. 11. HOW: Strategy of the 4 +1 P s’
    11. 12. 4 P + 1 <ul><li> </li></ul>
    12. 13. HOW: what tools? <ul><li>Email; Website (bilingual); </li></ul><ul><li>Downloadable package flyer </li></ul><ul><li>Professional photos; DVD; short video </li></ul><ul><li>Joint marketing programs </li></ul><ul><li>Presentation kits for marketplaces/trade shows </li></ul><ul><li>Local and international media/public relations planning (press kits, press releases to write; media contacts to collect) </li></ul><ul><li>Press relations follow-up + press review </li></ul>
    13. 14. HOW: Promoting… <ul><li>There is no promotion if there is no communication ! </li></ul><ul><li>Review your website </li></ul><ul><li>Educate your staff; educate your clients about your sustainable practices </li></ul><ul><li>Participate in Webinars , in green lists , in forums – see </li></ul><ul><li>Participate in press tours – have press kits ready with dynamic professional photos </li></ul>
    14. 15. … Promoting <ul><li>Define and promote your best practices on sustainable / green tourism forums, on your website, to your clients, to your partners, to your tourist board, to your sales intermediates </li></ul><ul><li>See Guide for Sustainable Tourism Best Practices from Rainforest Alliance : </li></ul><ul><li>Email press releases and put them with photos on your website + Flickr + YouTube </li></ul><ul><li>One word about advertising … </li></ul>
    15. 16. HOW: Commercializing… <ul><li>The traditional distribution channels : </li></ul><ul><ul><li>The regional/national tour operators / travel agencies </li></ul></ul><ul><ul><li>The international tour operators </li></ul></ul><ul><ul><li>Trade shows, marketplaces : </li></ul></ul><ul><ul><li>get to know about your buyers beforehand </li></ul></ul><ul><ul><li>Sales reps, staff, concierges, taxis, guides, etc. </li></ul></ul>
    16. 17. … Commercializing <ul><li>The non-traditional distribution channels : </li></ul><ul><ul><li>E-marketing: </li></ul></ul><ul><ul><li>Personalized emails, promotions via email opt-in, press releases, photos, videos, hyperlinks, forum, blog + key words and search engine optimization; </li></ul></ul><ul><ul><li>Social media: </li></ul></ul><ul><ul><li>,,,, etc. </li></ul></ul><ul><ul><li>Listings: </li></ul></ul><ul><ul><ul><li>On TripAdvisor ( http://tin yur ) </li></ul></ul></ul><ul><ul><ul><li>on Google Map, Google AdWords, etc. </li></ul></ul></ul>
    17. 18. HOW: Budgeting <ul><li>Budgeting your marketing strategies and timeline is a key factor </li></ul><ul><li>Evaluate the cost of your promotional tools and of your website (design, writing, translation, up-dating and maintenance) </li></ul><ul><li>Choose the most suitable marketplaces and / or trade shows that will match your target market </li></ul><ul><li>Share with other partners and with the national tourist board to attend those events </li></ul>
    18. 19. HOW: Evaluating <ul><li>Have you Googled your business? </li></ul><ul><li>Have you checked on Trip Advisor ? </li></ul><ul><li>Do you measure your clients’ satisfaction apart from a ‘comment card’ ? How often? </li></ul><ul><li>How do you measure the degree of success of your marketing strategies ? </li></ul><ul><li>Which performance indicators have you selected? Do they include financial, environmental and social performances? </li></ul>
    19. 20. Performance indicators <ul><li>Some examples: </li></ul><ul><ul><li>Client inquiry by email </li></ul></ul><ul><ul><li>Client inquiry via your website </li></ul></ul><ul><ul><li>Conversion from information request to booking </li></ul></ul><ul><ul><li>Website data analysis – get it for free: </li></ul></ul><ul><ul><li>Occupancy rate or number of visitors increase or decrease </li></ul></ul><ul><ul><li>Referrals, etc. </li></ul></ul>
    20. 21. Key elements <ul><li>Strive for excellent service on all aspects of the package, before, during and after the experience </li></ul><ul><li>Look for the WOW and for a positive word-of-mouth </li></ul><ul><li>Deliver what you have promised </li></ul><ul><li>No ‘greenwashing’ or GINO (green in name only) </li></ul><ul><li>Under-sell, over-deliver ! Buena Suerte ! </li></ul>
    21. 22. Preguntas ? <ul><li>Le agradezco muy sinceramente </li></ul><ul><li>su generosa atención! </li></ul>
    22. 23. References <ul><li>Useful websites: </li></ul><ul><li>Networks and associations: </li></ul><ul><li>The International Ecotourism Society (TIES ) - Uniting Conservation, Communities and Sustainable Travel </li></ul><ul><li>For info and membership: </li></ul><ul><li>Your Travel Choice Blog: </li></ul><ul><li>Ad of Service Summit event on TIES website </li></ul><ul><li>Rainforest Alliance: </li></ul><ul><li>+ Monthly updates newsletters: </li></ul><ul><li>+ Sustainable Trips for a Better Future : </li></ul><ul><li>UN World Tourism Organisation on Sustainable Tourism: </li></ul><ul><li>Comiturs: </li></ul><ul><li>Guatemala Green: </li></ul>
    23. 24. References <ul><li>USTOA (United States Tour Operators Ass.): </li></ul><ul><li>Tour Operators Initiative (TOI) or Responsible Tourism: </li></ul><ul><li>REDTURS : Red de Turismo Communitario de America Latina:   </li></ul><ul><li>Asociacion panamena de turismo sostenible: </li></ul><ul><li>National Geographic Centre for Sustainable Destinations: </li></ul><ul><li>Boletin Turistico: </li></ul><ul><li>The International Centre for Responsible Tourism: </li></ul><ul><li>Green Maps: </li></ul><ul><li>The Nature Conservancy: </li></ul><ul><li>Voluntary Initiatives for Sustainable Tourism (VISIT): </li></ul>
    24. 25. References <ul><li>Listings : </li></ul><ul><li>Accommodation listings on Trip Advisor: </li></ul><ul><li>Listings on the Eco-Index Sustainable Tourism website: </li></ul><ul><li>Tools: </li></ul><ul><li>Eco certification Self-assessment tool – Sustainable Travel International:   </li></ul><ul><li>Global Tourism Criteria - Sustainable Travel International :   </li></ul><ul><li>Rainforest Alliance: Guide for sustainable tourism best practices:   </li></ul><ul><li>Tour Operators Good Practices: </li></ul><ul><li>Certification for Sustainable Tourism: </li></ul><ul><li>The Virtual Marketing Service for Sustainable Tourism: + Criteria for tour operators: ttp:// </li></ul>
    25. 26. References <ul><li>Green lists: </li></ul><ul><li>Green Travel: [email_address] </li></ul><ul><li> </li></ul><ul><li> – Global Journal of Practical Ecotourism </li></ul><ul><li>VISION on Sustainable Tourism [] </li></ul><ul><li>Various examples: </li></ul><ul><li>Example of Basic package + extensions :   </li></ul><ul><li>Example from a hotel: Discover Copan Ruins </li></ul><ul><li>GORP Travel – Itineraries and choice of theme </li></ul><ul><li>Example of Adventure Package: </li></ul><ul><li>Example of Port Moresby River Adventure:   </li></ul>
    26. 27. References <ul><li>Example from a tour operator: Eco-Circuitos Panama </li></ul><ul><li>Canadian tour operator GAP Adventures Packages in Central America: </li></ul><ul><li>Example of an eco-sustainable lodge in Ecuador: </li></ul><ul><li>Example of a lodge involving the community: </li></ul><ul><li>The InterContinental hotels and National Geographic Geotourism initiatives: ….   </li></ul><ul><li>US TRAVEL & AMERICAN EXPRESS website: </li></ul><ul><li>Co-branding examples: </li></ul><ul><li>Responsible travel holidays website : – see menu on left side </li></ul><ul><li>Philanthropy tourism: </li></ul><ul><li>Carbon offsets website: </li></ul><ul><li>Volunteer tourism, EcoResorts, Extreme Adventure, Active Boomers – see top menu: </li></ul>
    27. 28. References <ul><li>GO Green Traveler / Travel Tips for the Eco-Conscious Traveler: </li></ul><ul><li>Rosalie Community Ecolodge: </li></ul><ul><li>Community Tours: </li></ul><ul><li>Packages: </li></ul><ul><li>8 day/7 night Package with itinerary:   </li></ul><ul><li>Hotel Package, minimum 3 nights: </li></ul><ul><li>One-day Mayan Encounter Package: </li></ul><ul><li>La Victorine Inn – choice of packages: </li></ul><ul><li>Packaged tours to Guatemala: </li></ul><ul><li>Packages for women: </li></ul>