Young Strategies 411 Travel Blog

Whew! Done With That! Now what?

Do you have a morning after information overload hangover? After this long, ugly, expensive campaign season, with the non-stop television ads, robo-calls and punditry, don’t you wish for a simpler time?  A time when candidates talked about the issues instead of each other, and how they were going to address needs instead of partisan divisiveness?  I think everyone can agree that this process was ugly and we all wish it could have been more about a simple, basic “let me tell you who I am.” 

Do destinations need to do the same?  How many times a year do you wrap a huge project and wake up to a giant “to-do” list of the regular work stuff?  With limited dollars, overworked staffs and a crowded, competitive field, it is time for destinations to adopt the back-to-basics rule.  Have we become jaded while trying to juggle boards, local political agendas, traditional media, online media, in-market, out-of-market, services, etc?  Are we on task?

The Irish statesman and author Edmund Burke said, “Good order is the foundation of all things.”  I can see the eye-rolling right now – with crowded inboxes and to-do lists where tasks are overdue – how is there time for good order?

When I moved recently, I opened boxes I’ve had more than 20 years.  Some moved with me three or four times.  Why was I hanging on to the contents of that box – if it stayed in the box?  And the box was taking up space.  The same applies for cleaning out closets.  Get rid of the old so you can welcome the new.

The upcoming holidays may provide some slow days where we can work on cleaning up and cleaning out.  Once you are organized start getting your strategic planning in order.  Let’s get back to basics.  Over the next couple of weeks I’m going to blog about basic strategic and marketing ideas to help you with “good order.”  And what does good order bring?  Focused partners, better selling and creative ideas!  Stay tuned. 

Next post:  How to allocate your two most valuable resources!

Do you have the time?

Time poverty is a trend that has been evolving over the last few decades.  Maybe I should say eroding instead of evolving since every year we seem to have less free time.  Recent studies have shown that the U.S. population is ranked first in the world in the number of hours that we work and the limited amount of time that we take off for rest.  Ouch!  For most of us that is the elusive traveler we seek, an overworked person with limited time to travel.

It all started with those “time-saving” tools that were introduced in the 1980’s.  Cell phones, fax machines and overnight shipping were all touted to save us time.  So we went out and filled our saved time with more things to do.  That cycle hasn’t stopped and email is proof of one “time saver” that occupies a third or more of our work day.  I don’t remember the last time I wrote a formal business letter but I’m averaging a hundred or more emails per day.

And yet, as an expansionist society we continually look to build.  Build more things for people to do who have less time to do them.  That is why few new attractions deliver the number of visitors that a “feasibility” study promised would come.  There are lots of potential visitors who should come but in reality time and money are big constraints on most leisure trips today.  How many of you have lost vacation time because you didn’t take it?  Too busy to relax is the norm these days.

As marketers and managers we have to use specific market research with actual travelers/visitors to a specific destination to make realistic forecasts of who has time to come.  This economy just adds to the challenge.  Make sure you understand YOUR specific customer segments and whether they have the time to come.  And if they do, be sure to ask if they have the will and the way (money).   I know another shameless plug for research but it works better than a crystal ball!

Have I got a Tip For You

I stay in hotels a lot, more than most I would say and I usually leave a tip for the housekeeper.  I try to leave $3 - $5 a day.  It doesn’t sound like much, unless you are a non-tipper.  Then it sounds like I’m a big spender!  I’m always amazed at how much housekeepers appreciate receiving a tip.  In fact, most are stunned that I left something for them.  Housekeepers tell me that very few guests leave tips.

I was once traveling with some very well healed folks who treated me to a stay at a five star hotel in New York.  Okay, I’ll drop names, it was The Carlyle.  On the morning of departure I found my host sitting at the desk in his suite writing thank-you notes on his personal stationary (which went everywhere with him in his briefcase).  NICE!  He wrote notes to all of the hotel staff who had shown him exemplary service and included an appropriate gratuity (when it is enclosed in fine stationary it is no longer a “tip”).   So much more refined than sliding the doorman a bill or two on the sly. 

That experience in New York reminded me of my mother once telling me that everyone should receive your finest manners.   How many of us would use our finest stationary to thank the staff at a hotel?  Or how many of us would leave a tip for a housekeeper?  After all, housekeepers make our beds, pick up after us and clean our toilets!  Isn’t that worth a small bit of thanks?

So I was in a hotel earlier this week and as I departed for the day all I had in my pocket was a few twenties and two one dollar bills.  Hmmmm.  I left a $2 tip for the housekeeper and felt terrible all day as if I had short changed her.  That night I returned to the room to find it spotlessly clean and there on the vanity in the bathroom was a thank you note from the housekeeper.   She said, “You have made my day, thank you!” 

No, you made mine!  Sometimes the joys of travel are found in the smallest human exchanges.

Sign of the Times!

This morning I received the latest U.S. Travel Outlook from Dr. Suzanne Cook (I love that woman!) and her opening paragraph is reprinted herein:  “In thirty years of analyzing the travel industry, I don't recall a period as cryptic as our present situation. The "Great Recession" has been deemed over, yet many consumers don't really believe this is true – or are at least not acting like it, according to the most-watched indicators. Current spending is down, unemployment remains unchanged since the start of recovery and frugality is embraced at all income levels. Despite these factors, travel continues its comeback.”

So I left the office for lunch pondering Dr. Cook’s message and as I was pulling up to the restaurant I saw a sign out front that stated, “Now Taking Applications”. Really?   Unemployment is at record highs and this restaurant is asking people to come in and apply?  Literally a sign of the times.  We hear consumer confidence is low and spending is down and yet people are shopping and eating out.  People are traveling. 

And yes, there are jobs out there.  They may not be management jobs, they may not be as high paying as that last job but there are some jobs out there.  We live in a time of conflicting messages and conflicting data as Dr. Cook pointed out.  So I’m going to see that sign as a positive indicator that in some small ways things are getting better!

You Only Get One First Impression!

            Part of my job in working with destinations is to visit and evaluate their visitor centers.  I can’t tell you how many I’ve been in – from a tiny corner with a brochure rack to big, modern buildings with all kinds of the latest technology.  From extreme northern Ontario to South Padre Island, TX and all points east to west I think I have seen it all. 

            Not too long ago I was at a visitor center that uses seniors as volunteers to welcome people, give out brochures and encourage them to spend more time in the area.  This is a very standard practice in the industry.   Of course I struck up a conversation with the senior volunteer working in the center and when I asked him if they had a lot of visitors his response was, “Too many.  We’ve got too many tourists.”  He went on to add that he moved there twenty years ago and that tourists had since overrun the area.  Really.  Really?  Young volunteers can misrepresent your community just as easily so don’t think this is an attack on seniors because their volunteerism is vital to every community.

            Visitor centers are the front door to your destination.  Don’t you want to welcome travelers like you welcome friends to your home?  Everything is clean, tidy, spiffed-up, and a smile is plastered on your face when you open the door.  The whole purpose of the visitor center is to sell…sell visitors on spending more time and money in the community.  Visitor centers are economic development centers!

            Volunteers are a wonderful resource for visitor centers, but only if they understand their work has a direct impact on the economy in your area.   Train your staff constantly and secret shop your visitor center to make sure that your standards are being upheld.  Make sure your welcome center staff is just as invested in the economic welfare of your destination as you are.  Only the best and brightest should be on the front line in your visitor center greeting your guests.  You only get one first impression!     

Good Service is Cultural

I had dinner last night with a friend who had just returned from a 10 day trip to Singapore and Bali.  All I did was eat and listen.  She was glowing with excitement from her wonderful travel experience.  Here are just a few of her praises (I took notes):

• Singapore Airlines – Coach is better than first class on any U.S. based airline, service is amazing, friendly flight attendants, constant treats and niceties handed out.
• Singapore airport – Everyone was so friendly and helpful, security was a pleasant experience, the airport is spotless and beautiful.
• Singapore – beautiful, clean, modern and yet old world, spectacular sites to see, spectacular view from 54th floor hotel room
• Singapore people – beautiful, friendly, helpful, kind, hospitable, gracious
• Bali – spectacular, other worldly, lush, green, clean, incredible hotel
• Balinese people – serene, kind, helpful, welcoming

Do travelers say those things about your destination? She said the only unpleasant part of her trip was leaving and arriving back in the U.S.A. because our airlines are dirty and have rude employees, our airports are dirty and our airport security and customs process is dreadful compared to the other nations she visited.  Hmmmm. 

Travel exposes us to different cultures and affords us the opportunity to look in the mirror at our travel industry.  Yes, we face issues that other countries don’t have when it comes to airport security.  However, there is just no excuse for rudeness and poor service.  As my mother once told me, “No one deserves your unkindness”!   Momma was right!

“Coopetition” to Lure the Mercenary Traveler

Once upon a time we focused on our customers and the competition was the enemy.   It was that simple.  Now-a-days the lines are a bit blurred.  Travelers venture out far more than they used to taking multiple trips a year.  That means they are more likely to be mercenary and try all of your competitors rather than return to the same place every year.  It’s not that they don’t like you.  They may LOVE you.  They just want to have new experiences.

So you have to continually find new customers.  Many travel businesses are finding that their competition may be the best place to start finding new customers.  Cooperate with your competition.  The term coined for this is “coopetition”. 

Years ago I was managing a golf resort that was a member of regional golf association with many other golf resorts.  Golfers love to visit other resorts and have new golfing experiences.  So with the customers permission we shared “leads” among the resorts when golfers indicated that they would not return to us in preference for a new experience.  We liked to think we were keeping them “in the family” and the customer was happy we did. 

Some mountain destinations are finding their perfect partners to cross promote are coastal destinations that share the same visitor demographic profile and target markets.  Hmmmm, ask the coastal visitors to come to the mountains next and vice-versa.  Brilliant!  A group of four destinations scattered along the South Carolina and Georgia coastline partnered on a web promotion this summer that netted over one million responses.  That rising tide lifted all ships with no storm damage!

So don’t be so quick to hate your competition.  They may be the best partner you have in finding, or should we say sharing travelers to visit your destination.  Go partner with your competition.  As long as people keep traveling we all win…together!

The Business of Travel…or is that travel business?

            It’s time to get active politically…again.  Every time an election year rolls around common sense goes out the window when the issues of the day are discussed.  As investors in the travel industry, how many times have we begged for travel to be an issue in local or state campaigns? 
            Georgia, Tennessee and Hawaii have forward thinking and politically active travel industries.  Each of them hosted political candidate forums at their statewide tourism conferences this year.  They actively debated and discussed travel industry issues. 
            Is your travel industry engaged politically?  Raise your hand now if your local councilmen or women, state representatives or congressional representatives understand marketing meeting and conventions for repeat business!  Have you had a discussion with them?
            If your elected officials are not leading the charge on your behalf, take steps now to change their point of view.  If you wait until an issue is in the paper, you’ve waited too long.  Are all elected officials on your mailing list?  Do you regularly make contact with them at different events?  How long has it been since you’ve hosted a facilitated meeting for a vision and plan for your destination – that includes elected officials?
            Usually two hours will do it.  Two hours to invest in getting candidates and elected officials to understand what you do, and the resources you need to do it.  One state capitol city recently hosted a forum for all of their local and state elected representatives to educate them on the impact of the travel industry and the tax revenues generated by travelers.  This one session resulted in a deeper partnership between the DMO and elected officials and increased funding for destination marketing.  It just makes good sense…business sense.  Isn’t that what the voters want?

Authentic and/or Unique

Authentic and unique are used interchangeably with more and more frequency in the tourism industry.  Destinations look for ways to set themselves apart as having genuine, original, one-of-a-kind or special attractions.  What is forgotten, though, is what is memorable for the visitor is the genuine, original, one-of-a-kind or special experience. Last month I conducted a seminar in Polk County, Florida.  They have nothing to complain about – Legoland is coming next year, high-speed rail will soon connect them to the Orlando International Airport, a university campus has been announced and a huge upgrade is underway at the Lakeland-Lender Airport.  When I asked the group of tourism professionals, then elected and appointed officials what was unique about their area, many were stumped.  But once they got on a roll, they came up with more than 25 things in their county that were unique experiences – some in existence or some that could be developed with some good entrepreneurship. Let me tell you about one of my authentic Polk County experiences.  After bellying up to the bar at Gary’s Oyster Bar and Seafood House, a loud pounding was going on behind us.  “What is that noise?”  I asked Dave, the bartender.  With a straight face he said, “We are processing alligator.”  Really.  Really?  While we waited for our bucket of steamed Appalachicola oysters, Dave laid out plastic-wrapped packages of saltines and small cups of melted butter, which he seasoned with spices and Tabasco right in front of us.  Out came the oysters and he began to shuck and drop those oysters in the butter faster than we could eat them.  They have shucked so many oysters at Gary’s, the paint has worn off the top of the trough where they leverage the shells to open them. The seafood was fresh, breaded to order, the onion rings as big as your hand and you had a steady patter of conversation with Dave, or Gary, who stopped by to see how we were doing.  That, my friends, is not necessarily a unique place in Florida, but it sure is an authentic experience.  I can’t wait to go back.