Service Summit M.-A. Delisle Part 2
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The document provides guidance on developing sustainable tourism packages in Guatemala. It discusses the overall packaging process, basic elements of marketing a package, and how to market the package. Specifically, it covers determining the target market, using frameworks like the Ansoff matrix to guide market selection, matching products to markets, and employing strategies like email, websites, and trade shows to promote and distribute the package.
![References Green lists: Green Travel: [email_address] TerraCurve.com Planeta.com – Global Journal of Practical Ecotourism VISION on Sustainable Tourism [travelmole-wire@travelmole.net] Various examples: Example of Basic package + extensions : http://downloads.raileurope.com/brochure/latin_america/guatemala.pdf Example from a hotel: Discover Copan Ruins http://www.hotelmarinacopan.com/package_offers.htm GORP Travel – Itineraries and choice of theme http://gorptravel.away.com/xnet/one-product.tcl?product_id=118254 Example of Adventure Package: http://www.greencostarica.com/in_pa001.html#todo Example of Port Moresby River Adventure: http://www.em.com.pg/PNG/emtours/itineraries/EM19%20TAURI%20RIVER%20ADVENTURE.htm www.madelis.com](https://image.slidesharecdn.com/servicesummitmadelislepart2-090907235638-phpapp01/85/Service-Summit-M-A-Delisle-Part-2-26-320.jpg)
Service Summit M.-A. Delisle Part 2
- 2. Marketing sustainable tourism packages Guatemala Ciudad 10 septiembre, 2009 Presentación de Marie-Andrée Delisle, M.Sc. Consultora en desarrollo turistico www.madelis.com
- 3. The overall packaging process Find theme and partners Choose distribution channels Plan marketing strategies and budget Investigate Initiate Price the package - Test the package Deliver & evaluate Create the package www.madelis.com
- 4. The basic elements of marketing Pre-requisites: Does your package reflect sustainable or distinctive aspects? Do you have solid written agreements with your partners? Is your marketing going to be ‘ethical’? When should you schedule the promotion of your package ? The basic elements: WHAT - TO WHOM - WITH WHOM – HOW www.madelis.com
- 5. MARKETING WHAT? Use your packaging to differentiate your business from your competition Have a competitive selling price with value-added elements, to come up with an interesting quality-price ratio Adjust your marketing strategies : To reflect the sustainability /exclusive aspect of the experience To reflect your clients’ interests www.madelis.com
- 6. MARKETING TO WHOM? What is your target market ? 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 www.madelis.com
- 7. 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
- 8. 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
- 9. 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.
- 10. MARKETING WITH WHOM With partners : On their websites, on their printed material With the support of organisations for co-branding purposes: Tourist Board, The International Ecotourism Society, Rainforest Alliance, Sustainable Travel, etc./ logos and hyperlinks With the sales intermediates With your staff With all organisations promoting the destination www.madelis.com
- 11. HOW: Strategy of the 4 +1 P s’ www.madelis.com
- 12. 4 P + 1 http://www.netmba.com/marketing/mix/ www.madelis.com
- 13. HOW: what tools? Email; Website (bilingual); Skype.com Downloadable package flyer Professional photos; DVD; short video Joint marketing programs Presentation kits for marketplaces/trade shows Local and international media/public relations planning (press kits, press releases to write; media contacts to collect) Press relations follow-up + press review www.madelis.com
- 14. HOW: Promoting… There is no promotion if there is no communication ! Review your website Educate your staff; educate your clients about your sustainable practices Participate in Webinars , in green lists , in forums – see http://forum.planeta.com Participate in press tours – have press kits ready with dynamic professional photos www.madelis.com
- 15. … Promoting 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 See Guide for Sustainable Tourism Best Practices from Rainforest Alliance : http://tinyurl.com/nchmq7 Email press releases and put them with photos on your website + Flickr + YouTube One word about advertising … www.madelis.com
- 16. HOW: Commercializing… The traditional distribution channels : The regional/national tour operators / travel agencies The international tour operators Trade shows, marketplaces : get to know about your buyers beforehand Sales reps, staff, concierges, taxis, guides, etc. www.madelis.com
- 17. … Commercializing The non-traditional distribution channels : E-marketing: Personalized emails, promotions via email opt-in, press releases, photos, videos, hyperlinks, forum, blog + key words and search engine optimization; skype.com Social media: Facebook.com, Twitter.com, Flickr.com, Youtube.com, etc. Listings: On TripAdvisor ( http://tin yur l.com/mj658v ) on Google Map, Google AdWords, etc. www.madelis.com
- 18. HOW: Budgeting Budgeting your marketing strategies and timeline is a key factor Evaluate the cost of your promotional tools and of your website (design, writing, translation, up-dating and maintenance) Choose the most suitable marketplaces and / or trade shows that will match your target market Share with other partners and with the national tourist board to attend those events www.madelis.com
- 19. HOW: Evaluating Have you Googled your business? Have you checked on Trip Advisor ? Do you measure your clients’ satisfaction apart from a ‘comment card’ ? How often? How do you measure the degree of success of your marketing strategies ? Which performance indicators have you selected? Do they include financial, environmental and social performances? www.madelis.com
- 20. Performance indicators Some examples: Client inquiry by email Client inquiry via your website Conversion from information request to booking Website data analysis – get it for free: http://www.google.com/analytics/tour.html Occupancy rate or number of visitors increase or decrease Referrals, etc. www.madelis.com
- 21. Key elements Strive for excellent service on all aspects of the package, before, during and after the experience Look for the WOW and for a positive word-of-mouth Deliver what you have promised No ‘greenwashing’ or GINO (green in name only) Under-sell, over-deliver ! Buena Suerte ! www.madelis.com
- 22. Preguntas ? Le agradezco muy sinceramente su generosa atención! www.madelis.com
- 23. References Useful websites: Networks and associations: The International Ecotourism Society (TIES ) - Uniting Conservation, Communities and Sustainable Travel For info and membership: http://tinyurl.com/nx8d9m Your Travel Choice Blog: http://www.yourtravelchoice.org/ Ad of Service Summit event on TIES website www.ecotourism.org/site/c.orLQKXPCLmF/b.4835333/k.B6C5/News.htm Rainforest Alliance: www.rainforest-alliance.org + Monthly updates newsletters: www.rainforest-alliance.org/news.cfm?id=publications + Sustainable Trips for a Better Future : www.rainforest-alliance.org/tourism/sustainable_trips UN World Tourism Organisation on Sustainable Tourism: www.world-tourism.org/frameset/frame_sustainable.html Comiturs: http://www.export.com.gt/Portal/Home.aspx?sub=Turismo Guatemala Green: http://www.guatemalagreen.com/ www.madelis.com
- 24. References USTOA (United States Tour Operators Ass.): www.ustoa.com/pressroom/newsreleases/ecotourism.html Tour Operators Initiative (TOI) or Responsible Tourism: http://www.toinitiative.org/ REDTURS : Red de Turismo Communitario de America Latina: http://www.redturs.org/nuevaes/articulo1.php?ca_codigo=9&home=1 Asociacion panamena de turismo sostenible: http://www.aptso.org/english/ National Geographic Centre for Sustainable Destinations: http://www.nationalgeographic.com/travel/sustainable/professionals.html Boletin Turistico: www.boletin-turistico.com The International Centre for Responsible Tourism: www.icrtourism.org Green Maps: www.greenmaps.org The Nature Conservancy: www.nature.org Voluntary Initiatives for Sustainable Tourism (VISIT): www.visit21.net www.madelis.com
- 25. References Listings : Accommodation listings on Trip Advisor: http://www.tripadvisor.com/pages/getlisted_hotel.html Listings on the Eco-Index Sustainable Tourism website: http://eco-indextourism.org/en/home Tools: Eco certification Self-assessment tool – Sustainable Travel International: http://www.sustainabletravelinternational.org/documents/sustainabletourismcertification_howtoapply.html Global Tourism Criteria - Sustainable Travel International : http://www.sustainabletourismcriteria.org/index.php?option=com_content&task=view&id=58&Itemid=188 Rainforest Alliance: Guide for sustainable tourism best practices: http://www.rainforest-alliance.org/tourism.cfm?id=guide Tour Operators Good Practices: http://www.toinitiative.org/index.php?id=48 Certification for Sustainable Tourism: www.turismo-sostenible.co.cr The Virtual Marketing Service for Sustainable Tourism: www.greentravelmarket.info + Criteria for tour operators: ttp://tinyurl.com/moy2mk www.madelis.com
- 26. References Green lists: Green Travel: [email_address] TerraCurve.com Planeta.com – Global Journal of Practical Ecotourism VISION on Sustainable Tourism [travelmole-wire@travelmole.net] Various examples: Example of Basic package + extensions : http://downloads.raileurope.com/brochure/latin_america/guatemala.pdf Example from a hotel: Discover Copan Ruins http://www.hotelmarinacopan.com/package_offers.htm GORP Travel – Itineraries and choice of theme http://gorptravel.away.com/xnet/one-product.tcl?product_id=118254 Example of Adventure Package: http://www.greencostarica.com/in_pa001.html#todo Example of Port Moresby River Adventure: http://www.em.com.pg/PNG/emtours/itineraries/EM19%20TAURI%20RIVER%20ADVENTURE.htm www.madelis.com
- 27. References Example from a tour operator: Eco-Circuitos Panama http://www.ecocircuitos.com/index.php?option=com_content&task=view&id=106&Itemid=38 Canadian tour operator GAP Adventures Packages in Central America: http://tinyurl.com/nxwe3j Example of an eco-sustainable lodge in Ecuador: http://eco-indextourism.org/mantaraya_ec_en Example of a lodge involving the community: http://eco-indextourism.org/en/takalik_maya_lodge_gt_en The InterContinental hotels and National Geographic Geotourism initiatives: www.terracurve.com …. http://tinyurl.com/lsejlu US TRAVEL & AMERICAN EXPRESS website: http://www.travelgreen.org/ Co-branding examples: http://www.haciendachichen.com/activities.htm Responsible travel holidays website : http://www.responsibletravel.com – see menu on left side Philanthropy tourism: http://www.travelersgivingback.org Carbon offsets website: http://www.carbonoffsets.org Volunteer tourism, EcoResorts, Extreme Adventure, Active Boomers – see top menu: www.away.com www.madelis.com
- 28. References GO Green Traveler / Travel Tips for the Eco-Conscious Traveler: http://gogreentravelgreen.com/green-travel-101/responsible-travel-vs-eco-friendly-travel/ Rosalie Community Ecolodge: http://www.rosalieforest.com/rates_packages__community.php Community Tours: www.alltournative.com Packages: 8 day/7 night Package with itinerary: http://www.mexicoculturaltours.com/our_tours/yucatan_travel_package.html Hotel Package, minimum 3 nights: http://www.hotelcasavelas.com/html/canopy-adventures-puerto-vallarta-mexico-pkg.asp One-day Mayan Encounter Package: http://www.alltournative.com/tours-products/maya-encounter La Victorine Inn – choice of packages: http://www.quebecfinestinns.com/inn-hotel-quebec/packages-les-victorines-du-lac-257_ang.cfm Packaged tours to Guatemala: http://www.latinamericacollection.com/packages/savor_guatemala_holiday.html Packages for women: http://www.northernedgealgonquin.com/ www.madelis.com
Editor's Notes
- #4: So far, we have seen ….
- #5: 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
- #7: 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
- #9: 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 …
- #11: STAFF: Is your staff trained and aware of the package ? Answering calls, emails, reception, promotional tools… Co-branding www.haciendachichen.com/activities.htm
- #12: 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.
- #15: 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
- #16: 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.
- #17: 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.
- #18: The search for electronic marketing opportunities must be constant Co-branding: Rainforest Alliance M-marketing: the mobile commerce is just starting
- #20: Trip Advisors have 32 milloni visitors per month