Many tourism, leisure and events-related businesses have mastered the art of posting regularly, even creatively, and conversing (rather than just selling) to consumers. Being innovative and seeking out new ways to utilise these tools is the next step.
Here are some ideas that you may be able to apply or adapt to keep your pages/accounts fresh and interactive while striving to achieve your marketing and business goals.
Create and reward loyalty. Rather than offering everyone discounts on room rates, activities etc, use your social media sites to offer discounts specifically to your fans/followers/members. Discounts, used strategically, can fill vacancies e.g. last minute offers. Promotional codes making reference to specifc content on your website, social media sites or email newsletters can increase the usage and membership of these tools too. Rewards can keep customers coming back to you and may see them recommending you to friends and family.
Improve your image. Promotional codes used inconjunction with social media can improve a businesses image, whereas large scale discounting may cheapen an image and alientate consumers who have paid higher prices to stay/play/travel with you.
Using invitation-only sites to offer real discounts and packages to members. An example is Luxury Link and Travel + Leisure Magazine http://www.vacationist.com/
Volunteer tourism. Volunteer tourism “makes use of holiday-makers who volunteer to fund and work on social or conservation projects around the world and aims to(Wearing, 2004:217).
provide sustainable alternative travel that can assist in community development, scientific research or ecological restoration”
According to the Australian Bureau of Statistics (2006), more than 5.2 million Australians (34%) aged 18 years and over, participate in voluntary work. 36% of Australian women volunteer compared to 32% of men. Volunteers perform a range of different tasks 48% fundraising, 31% preparing and serving food, 28% teaching/providing information, 26% administration and 23% management. The number of people willing and wanting to volunteer are growing.
Time poor travellers are being attracted to short burst of volunteerism. US National Parks offer four hours stints whereby locals and tourists can offer assistance with clean ups, tree planting etc. The Ritz-Carlton Hotels (http://corporate.ritzcarlton.com/en/Press/Releases/GiveBackGetaways.htm) have Give Back Getaways that encourage guests to volunteer their time to improve and assist the local community where they are vacationing e.g. offers guests a variety of opportunities from helping to protect endangered sea turtles in Cancun, Mexico to helping with renovations and landscaping at the Children- Hospice SONNENHOF, which offers support for children with critical illnesses in Berlin.
National Tree Planting day is July 31st 2011. Schools Tree Day is Friday 29th July 2011. Last year over 312 000 people at 3 500 sites dug deep to improve their natural surroundings. Would your customers like to include this in their next visit? http://treeday.planetark.org/
Look beyond tourism, leisure and events businesses. What new developments in sustianability, innovations, science, transport, social concepts can all provide ideas to enhance your business management and marketing practices and policies.
Some of this content was inspired by an article by Torkells, E, 2010. Top 10 Travel Trends. Time Magazine. October 4, 2010. p. 45-46
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