Destination Management

H O W T O B R A N D M A N A G E A N D M A R K E T

Destination Management

H O W T O B R A N D , M A N A G E A N D M A R K E T Y O U R D E S T I N A T I O N

B YN E L L E K E P R U I J S ( P U M )

Define

i iBrand

Destination

Destination

MarketManagement

Promote

Manage

Management

Organize

Define

Five critical points defined:p1. The Tourist

2. The Destination

T i S i S li3. Tourism Service Suppliers

4. The Citizen

5. The Public-Private Interest Coordinator5. The Public Private Interest Coordinator

Destination

Define your destinationyLocation, location, location!

What are you selling?

H h?How much?

To whom?

Set your boundariesSet 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 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 t f t icomponent of tourism

Shopping means a tangible memory to your destination after a 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 free nights, two for the price of one!

Define

Who is your tourist?

What does he like?

Destination

BrandinggWhat is a brand?

Why do we need a brand?

H b dHow to manage a brand

Branding

Visit Britain brand recognition, using the British flag as a recognizable symbolrecognizable symbol

Quality in Tourism b d iti brand recognition

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 brandy

Taglinesg

Delta Airlines: You’ll love the way we fly

Esso: Put a tiger in your tankg y

India: Incredible India

Spain: Spain is differentp p

Virginia: Is for lovers

Georgia: On my mind (USA)g y ( )

KLM: The reliable airline

Marlboro Cigarettes: Come to Marlboro Countryg 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

MarketFind your market

SWOT’s

SStrategy

Continuation

Where to marketWhere 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 bij most used infoTarget bij most used info Target by statusTarget by statusTarget bij most used infoTarget bij most used info Target by statusTarget by status

Geography Local residents

Age

Family status

Motor Coach Tours/RetireesFIT’s

Household income

Needs and wants

FIT sFamilies with childrenYoung married couples

Length of stay

Trip budget

Students on school toursConventionsI t ti l i it

p gInternational visitors

Strategy

In today’s competitive and crowded environment you cannot afford an ad cannot afford an ad hoc approach to marketing.

Destinations have to Destinations have to deliver an outstanding experience from start

“Any road will take you there if you don’t know where you’re going” said the Mad Hatter in ‘Alice in

to finish.

said the Mad Hatter in Alice in 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 arepFor the Travel industry

Should organized by the umbrella organization

Sh ld b i d 6 8 h b f h i Should be organized 6-8 months before the next tourist season

Not a holiday

Should be short and to the pointShould be short and to the point

Should include as many points of interest, hotels, suppliers as possible

Sh ld b fl ibl d d t i di id l i h f th Should be flexible and accommodate individual wishes of the buyers

Should take 30 minutes for lunch

Destination

PromotionAdvertising

Free promotion

T d hTrade shows

Tips on trade shows

Press or Media tripsPress or Media trips

Web 1.0, 2.0 and 3.0

Promotion

AdvertisinggThe 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 TripspWhen 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 campaignready to launch an advertising campaign.

That is when you should That is when you should organize a press trip

Never before!

Influence the media

Local media

Film

TVTV

Books

Local organisationsg

National Media

International media

Travel writers

P T iPress Trips

Promotion

Web 1.0, 2.o & 3.0Web 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 Web 1.0 was about client server, Web 2.0 is about peer to peer

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

W b b i W b i b i l Web 1.0 was about wires, Web 2.0 is about wireless

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 costsWeb 1.0 was about hardware costs, Web 2.0 is about bandwidth costs

Newsletter

Stay in touch with Press, media, travellers

Newsletters

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

Management

ManagegConstant funding

OrganizeNational Tourism Organization

Tourism Information

Management

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

Are you ready for the International Market?y y