Catégories
Products and activities

Public Toilets: an essential but under-appreciated amenity

While most people smile upon hearing them mentioned, public toilets are actually a serious topic, as they enable all human beings to fulfill that most basic human need: answering the call of nature. Some client groups – pregnant women, families with young children and people with special medical needs, for example – are more inconvenienced than others when restrooms are scarce to non-existent. With the growth of tourism in general, and the increase in family and senior travel in particular, demand for these amenities is growing.

Investment, and Image Enhancement

Countries with strong tourism growth have found just how crucial public toilets can be. Iceland, where international visitors have more than tripled in the last five years, reaching over 1.7 million in 2016, has realized that reviewing this basic service is an important priority. The government has invested over CAD$1M to build 15 toilets for tourists all around Iceland, primarily in areas outside the capital city.

An initiative of Thailand’s Tourism and Sports Ministry, the Clean Toilet Campaign was launched to ensure tourism operators provide clean and attractive restrooms in tourist attractions nationwide. The Ministry even launched a Clean Toilet Photo Contest (!), where people are encouraged to take selfies in the country’s clean toilets and share them on social media. The government has said the campaign is about enhancing the image of the country’s tourist attractions and, above all, of Thailand itself.

The Nice Toilet Program

Germany has come up with a sensible, affordable solution to the lack of public toilets. Rather than building and maintaining expensive public restrooms, about 230 cities are taking part in the Nette Toilette or Nice Toilet private program. It works like this: the cities pay a monthly fee ranging anywhere from €30 to €100 (CAD$33 to $110) to restaurants and cafés that display the Nette Toilet logo, complete with pictograms for additional services such as changing tables and wheelchair access. The logo lets passers-by in need know they can use the establishment’s toilet free of charge, without feeling obliged to buy anything. A map showing the location of Nette Toilette participating merchants is available in both paper format and online.

Nette-toilet-AllemagneSource: Nette Toilette

A Map of … Public Toilets?

Visitors to Australia can check out the National Public Toilet Map, (available on a government website and as an app) which includes over 16,000 publicly available toilets across the country. The Map also includes the Plan a Trip feature, enabling them to enter the start and end point of their journey and get a list of toilets along the way. Specific information is provided about each toilet on the map (or route), such as opening hours, if it is male, female or unisex, is wheelchair accessible, has showers, change tables, or safe drinking water, etc.

australia-toilette-map

Source: Department of Health, Australian Government

Toilets Worth Stopping For

They create a buzz because of their unique design or the view users can enjoy. Some are even attractions in their own right, as is the case for Lausanne’s transparent toilet. Inspired by the popularity of reality TV shows, the cubicle’s glass becomes opaque when the user pushes a button to lock the door.

toilette-transparente-suisse

Image: Glass Concept

Monica Bonvicini’s work, entitled Don’t Miss a Sec, is a toilet housed in a one-way, mirrored glass cube located on a busy London sidewalk, where the users are invisible but can see everything – and everyone! – around them.

toilette-publique-miroirSource: The Green Head

Two architect-designed restrooms (one for each gender), built with organically shaped pieces of wood, has put the tiny Colorado town of Minturn on the map. In homage to the town’s mining history, the wooden slats are designed to look like a mine entrance.

toilette-publique-designSource: Curbed Ski

The minimalist design of the toilets at Stegastein Viewpoint resembles the lookout platform itself, which provides a spectacular view of the Norwegian fjord. The same breathtaking view can be seen from inside the toilets, which jut out slightly over the cliff edge, creating a dramatic effect.

toilette-vue-fjord

Source: ArchDaily

Benefitting from Natural Processes

Chemical toilets are usually the go-to solution for large-scale events. The Australian company Natural Event provides waterless, odour-free, eco-friendly toilet solutions that use wood chips for on-site composting of toilet deposits.

toilette-festival-ecologique

Source: Natural Event

Québec-based Darcom Innovations also offers mobile “comfort stations” with a small ecological footprint. The toilets are built inside repurposed shipping containers and use coconut bark to recycle the wastewater.

toilette-conteneur-ecologique

Source: Darcom Innovations

It’s only natural that washrooms in Helsinki’s airport should have a nature-themed décor; after all, the outdoors is Finland’s country brand. But airport managers decided adding sound effects to the visuals would create a pleasant ambiance for users, so they pipe in birdsong. Audio experts claim that birdsong is both relaxing and reassuring, and makes it easier for people to focus. The following short video provides a preview:

The All-Important Public Toilet

A simple visit to the humble toilet can provide a positive experience that can improve a traveller’s stay. Some toilets are even listed on TripAdvisor. Others, such as the astonishingly luxurious toilet in a Philippine gas station, have gone around the world on YouTube after a video was posted there by a delighted traveller. Lonely Planet has jumped on the bandwagon, publishing Toilets: A Spotter’s Guide that focuses exclusively on “lavish lavatories and outstanding outhouses”. As tourism organizations leverage their products and attractions, they must be careful not to neglect basic services.

 

Image à la une: Pixabay

Catégories
Ailleurs dans le monde @en Marketing @en

How to create a personalized guest experience

They may be working with standardized products, but major hotel chains are making an effort to personalize the guest experience. To do so, they are leveraging big data generated by traffic on their Websites and social media accounts, as well as their direct communications with customers. Furthermore, this approach is absolutely available to independent hotels as well. Here is an overview of some best practices for hotels, proposed by marketing firm Cendyn.

 

Pre-arrival: Lay the groundwork

It requires little effort to send personalized reservation confirmation emails. These messages must be short, address customers by name, indicate the booking dates, and include a few words affirming that the customers are expected. This sets the stage for a personalized experience and raises the guests’ level of enthusiasm.

Hoteliers can follow this with another email a few weeks before the scheduled arrival date, to help customers plan their stay. This message could include:

  • links to activities or services (restaurants or a spa, for example) either on-site or in the area, as well as the option to reserve;
  • an opportunity to upgrade the room;
  • detailed special information like an extra bed or any allergies;
  • a short survey to determine the traveller profile, interests and purpose of visit.

For example, here is part of the pre-arrival survey used by the Four Seasons Resort in Scottsdale, Arizona.

Personnaliser_questionnaire_Profil_client_FourSeason

Source: Four Seasons

Several days before arrival, hoteliers can send a third email highlighting:

  • reservation details (room, restaurant, spa, etc.);
  • an overview of any events occurring on-site during the stay;
  • the weather forecast.

Take advantage of these opportunities to showcase your products and thus increase revenues. Remember, most email is read on mobile devices, so make sure your content is easy to read on a small screen.

A virtual concierge

In lieu of administering a pre-arrival survey, the Virgin Hotels chain lets customers share their preferences on the Lucy app. With this virtual concierge, users can indicate their ideal overnight room temperature, the number of extra pillows required and whether they are a foodie, for example. The hotel can thus adjust the thermostat at night and notify the customer if there is a gourmet event like a public market in the area.

Concierge_virtuel_Virgins_hotels

During the stay: Take action!

Once you have gathered information about customer preferences, the tone is set and expectations are high. It is now time to follow through at the operational level. Staff on duty must be informed about customers, before they arrive.

A daily meeting

Every morning, front desk staff can meet to review the files of all the customers arriving that day, or at least the VIPs, in the case of larger establishments. These files should provide the following information:

  • customer name and any special information noted from the pre-arrival survey and prior email exchanges;
  • number and frequency of past visits;
  • products and services consumed during previous stays.

This will ensure that employees are properly prepared to offer a personalized welcome to each and every customer.

Digital communications

After customers have checked in (at the front desk or virtually), the hotel can send a welcome email or text message, depending on their preferred method of communication. This should be short and sweet, reiterating that the staff are at their disposal. During the stay, the hotel can send other targeted messages—but not too many!—that can encourage spending. For example, a microbrew fan could be offered a complimentary drink. The guest will feel special and may order a meal or another drink.

Post-stay: Capitalize on the experience

Hotels must now send post-stay emails to thank customers for their business and invite them to post a comment on an online review site and answer a short customer satisfaction survey. In addition to doing this necessary follow-up, hoteliers must add any information about the establishment reported by customers to their file; this includes posts shared on social media. These data can be used to personalize a future stay, as well as strengthen customer-hotel relationships.

For example, having noted that a yoga enthusiast had published a photo of herself on Instagram during her stay at a Kimpton Hotel Group property, the company sent her a new yoga mat at home.

To cultivate the relationship, hoteliers can send customers birthday wishes, invitations to join their loyalty program or information about upcoming events that correspond to their profile. Don’t over-use promotional messages, but do send exclusive discounts and unique products before they are widely advertised.

Personalize to enhance one’s reputation

Personalized services lead to customer satisfaction and foster loyalty. Satisfied customers will tell their friends and families, as well as spread the word on social media and online review sites. It is in the best interest of hoteliers to develop strategies for gathering and effectively using data about their customers to develop a mutually beneficial relationship.

Image on first page: Pixabay

 

Catégories
Marketing @en

Retargeting: A growing trend in advertising

The US travel industry will spend US$3.35 billion on online advertising this year, a 14% increase over 2012, according to eMarketer. When it comes to optimizing the results of ad campaigns, some methods, like retargeting, generate truly impressive results.

What is ad retargeting?

Ad retargeting, also known as remarketing, is a behavioural segmentation strategy that leverages browsing data. When visitors leave a brand’s Website, a cookie is placed on their browser, which means they will subsequently see banner ads from this same brand when navigating on other sites or search engines (see image below). The business thus boosts its return on investment for advertising by targeting these potential clients, who are more likely to purchase than those who are unfamiliar with the brand.

AL_Reciblage_publicitaire_image1
Source: LaPresse.ca

the placement of the ad is less important than the person targeted.

As Andy Kauffman, Vice President, Global eCommerce Marketing at Marriott, explains, the placement of the ad is less important than the person targeted.

Different types of ads

The three types of banner ads present different content:

  • • The first displays just the brand, with a slogan that is catchy but not personalized. This generic banner reminds consumers of their visit to the site.
  • • The second features the most recent product viewed by the searcher before leaving the site. This type of banner can be used to target visitors who failed to make a transaction or else abandoned their shopping cart before purchasing. Since visitors like these were very advanced in the buying process, it may be easier to convince them to make a purchase. The brand may also offer a discount for the product in question.
  • • Finally, the third type of banner shows products similar to those viewed or purchased. Banners like these are the most relevant and personalized, because their content responds to the interests of the individuals targeted.

Real-time bidding

Real-time bidding (RTB) platforms for the sale and purchase of advertising space make retargeting even more effective. Known as ad exchanges, they operate according to the needs of advertisers and the availability of publishers. According to online marketing firm Mediative, RTB enables buyers to assess the value of an ad impression in real time and determine its current relevance to their campaign. Publishers no longer have to set a price in advance for a predetermined number of impressions, while buyers can purchase advertising when the current bid meets their budget.

Available to a variety of businesses

businesses with relatively modest budgets can give the impression of advertising across the entire Internet

Josiah Mackenzie, Director of Business Development at ReviewPro, notes that the primary advantage of retargeting is that businesses with relatively modest budgets can give the impression of advertising across the entire Internet. While there are specialized firms such as AdRoll, ReTargeter, Mediaforge and Criteo working in the field, businesses can also create their own retargeting campaigns using the Google Display Network to publish ads on affiliated sites or the search engine itself. In addition, this system offers users the option of targeting different customer segments (e.g., customers who have made a purchase in the last 30 to 90 days, customers who have previously taken action on a site, etc.).

In the travel industry, Expedia offers retargeting to its clients (hotels, airlines, etc.) through its marketing service, PassportAds. Banner ads are then displayed on selected sites or on Facebook, and videos can be posted on YouTube as well as major news sites, with the goal of directing consumers to the advertiser’s site.

 AL_Reciblage_publicitaire_image2

Source: advertising.expedia.com

For example, the Las Vegas destination management organization used this tool to boost reservations for its member hotels listed on Expedia. The campaign enabled it to increase its return on investment for advertising expenditures by 120%.

Does retargeting work?

According to John Hach, Vice President, eMarketing Solutions, for TravelClick, retargeting is more effective than traditional advertising. Max Starkov, President and CEO at Hospitality eBusiness Strategies, maintains that Google retargeting campaigns generate more revenues for the hotel industry than the Google Hotel Finder metasearch engine.

Personalized banners are more successful than traditional banner ads. Pascal Gauthier, of Criteo, notes that the average click-through rate of a personalized banner is 0.6%, but that this rate can rise to 2.5% for certain campaigns, in other words, five or six times the rate of a generic retargeting ad.

Hipmunk, a travel metasearch engine, conducted a remarketing campaign with the help of AdRoll. The result was increased conversion rates (when a user visits the site) of 75% in the case of visitors who had previously searched its site, and 50% in the case of those who had seen the banners after having purchased a product via the metasearch engine.

Social networks get involved

Although it is still being tested on Twitter, retargeting has been available on Facebook since 2012. Using real-time bidding, Facebook Exchange (FBX) enables brands to insert their banner ads in the right sidebar of users who have visited their Websites or, since March 2013, in their news feed (see image below). The results have been dramatic: according to a report from AdRoll published in June, retargeting ads displayed in the news feed generate a click-through rate 49 times higher than those displayed in the right sidebar and 21 times higher than retargeting banners displayed outside social networks.

 AL_Reciblage_publicitaire_image3

Source: mdgadvertising.com

Facebook’s mobile application takes things a step further by enabling businesses to retarget users who have already downloaded a brand’s app. A banner ad can be inserted in the news feed with a clickable button (Book Now, Watch Video, etc.) leading to the application (see the example of Hotel Tonight below).

AL_Reciblage_publicitaire_image4

Source: mobilemarketer.com

More and more tourism businesses will likely adopt these ad campaigns, given the excellent return on investment. This communication and loyalty tool is particularly suited for mobile devices, as it can use geolocation to provide even more relevant content. The future looks bright!

Catégories
Sustainable tourism

Understanding the certification jungle

Welcome to the jungle of quality labels and certification programs! There is certainly a lot to choose from. Are these marks of recognition a sign of quality, a guarantee of success or simply a marketing tool? Do travellers care about them and can they distinguish among them? The following article explores many of these questions and provides a few answers. It was prepared by Michèle Laliberté of the Tourism Intelligence Network of the ESG-UQAM Chair in Tourism (University of Quebec at Montréal):

Everyone wants to boast a mark of distinction

Among the most prestigious international distinctions is “UNESCO World Heritage Site.” The European Union recently announced plans to develop a similar quality label as a way of developing culture and heritage tourism and enhancing its prestige and educational value.

Europe abounds with a variety of eco-labels, Tourism Australia has launched an ecotourism certification program, and the Quebec adventure and ecotourism sector boasts a quality program managed by the Bureau de normalisation du Québec. The Ministère du Tourisme du Québec is restarting its Démarche Qualité Tourisme total quality program. Under the aegis of the World Tourism Organization (WTO) and with funding from both the Quebec and Canadian governments, the World Center of Excellence on Tourist Destinations (CED) recently opened in Montreal. It is currently developing criteria to measure the excellence of destinations.

In the US, five hotels are proudly displaying their certifications from the US Green Building Council. Every year, the World Travel & Tourism Council (WTTC) hands out its Tourism for Tomorrow Awards and is currently studying the possibility of establishing an accreditation for organizations which meet sustainable development standards. In Quebec, Grands prix du tourisme recipients proudly feature their awards in their advertising campaigns. And, although primarily a marketing association, the prestigious Relais & Châteaux hotel chain, synonymous with luxury, is not open to just anyone.

And the list goes on. Classifications, certifications, social labels, quality labels, labels of origin, eco-labels, major awards, luxury banners… if recognition is what you seek, there is certainly a lot to choose from!

It goes without saying that growing consumer awareness of the environment and the negative impacts of tourism has led to an inevitable reassessment of tourism practices. Certification is one way to prove one’s commitment and provide a guarantee of good practice. More and more, the principles of sustainable development are key to establishing criteria and creating new labels.

Advantages for businesses

Committing to a certification program or total quality approach is not easy. It is very time-consuming and can even lead to a complete overhaul of work processes. In a business climate where customers are demanding and often enjoy a wealth of options, more and more companies are looking for a seal of quality, recognition or distinction to:

  • improve their services and product quality
  • reassure consumers and provide a guarantee
  • distinguish themselves from the competition
  • enhance their visibility and reputation
  • access new markets
  • improve business practices and increase productivity
  • and, to some extent, reduce the negative impacts of tourism

Even certification has its failings

The stars used to rank hotels are undoubtedly the most recognized travel rating system in the world. But who awards these stars? They can come from tour operators, the hotel itself, recognized organizations with very different criteria from one region to the next, or even – with the advent of Web 2.0 – internet users (also read:
You haven’t heard the last of Web 2.0!).

As a traveller, how often have you lamented the disparities in evaluations from different regions and the lack of uniformity among the various programs? In fact, many organizations would like to establish an international certification system, but this may only be a pipe dream.

The challenges? How can international standards take into account the realities of different regions, and how can mass tourism products and niche tourism products meet the same standards? How can a community have a say in the decision-making process, and how can small businesses rally the technical, financial and human resources to take on heavy, costly procedures?

These same questions apply domestically as well. To be “certified” means to ensure that something is true, to provide a guarantee of… what, exactly? Many companies, having understood the promotional benefits of certification, will go so far as to declare themselves certified, even if they are not. This is not uncommon in the case of various “eco” products.

Ambiguous surveys and an ideological debate

Can a “seal” truly influence consumer choices, and do travellers care about evaluation criteria when selecting a certified business or do they simply have faith in the “seal”? Do travellers know which criteria distinguish a 4-star hotel from a 2-star hotel? And do they know that rating systems differ from one country to the next?

In response to these questions, here are some survey results to answer these questions and point out some contradictions:

“Green” programs are definitely very popular! A survey by the Hotel Association of Canada shows that 60% of Canadians feel that membership in an environmental program is a major factor in their choice of hotel. In Quebec, this percentage is 72%, the highest of any Canadian province. Many other surveys illustrate the popularity of environmental programs, both in Canada and around the world.

If something has a “green” label, then it must be good! Various surveys indicate there is still a high level of confusion and lack of understanding when it comes to eco-labels. Consumers support certifications and quality labels, but they are rarely able to distinguish among them or understand their true meaning.

When travellers are on vacation, their principles take a break as well! On one hand, an Orbitz survey reports that 63% of people would pay more to stay in a “green” hotel and 67% attach importance to the “eco-friendliness” of a destination. On the other hand, according to a Starwood survey, most Americans leave their environmental conscience at home because 70% of frequent travellers state they do not waste water at home, while this percentage drops to 18% when they are in a hotel.

Although respect for the environment is now an integral part of contemporary mores, vacations are associated with freedom and a lack of restrictions. Consequently, high principles and good habits also go on holiday. Consumers are exhibiting an openness and commitment to the state of the environment, but tourists’ positive attitude towards eco-labels is not a guarantee of environmentally responsible behaviour.

Says Marie-France Turcotte, “Certifications have the potential to make a modest contribution to meeting a major challenge, that of changing business practices and tourist consumer habits.” So, the question is, should travellers purchase a product on the pretext that it is certified, or do we need to become accountable as travellers, companies and social actors? The answer is, no doubt, both.

With the growth of certifications, businesses will probably face the same dilemma they do vis-à-vis distribution channels: which one will improve their position in the wonderful world of competition, increase their visibility and make them the chosen one of consumers? Start strategizing!

Sources:
– Boyd, Christopher. “Green Hotels Are Cleaning Up – Embracing an Eco-friendly Philosophy Resonates with Tourists,” The Orlando Sentinel, July 9, 2007.
– Breaking Travel News. “Survey: US Travelers Stress Eco-friendly Travel,” April 12, 2007.
– Delisle, Marie-Andrée and Louis Jolin. Un autre tourisme est-il possible? Presses de l’Université du Québec, 2007, 144 pages.
– ehotelier.com. “Survey: Most Americans Drop their Green Habits when They Check-in to Hotels,” July 10, 2007.
– Le Figaro.fr. “Vers une liste du ‘Patrimoine de l’Europe’,” May 22, 2006.
– Hotel News Resource. “As Hotels Focus on Environmentally Friendly Programs, Awareness among Hotel Guests Lags,” July 24, 2007.
– Hotel News Resource. “Leaving Home often Means Leaving Green Routines behind according to New Survey from Element Hotels,” July 10, 2007.
– HSMAI. “Asian Hospitality Leaders at HSMAI Roundtable Call for Standardization of Ratings System for Asian Hotels,” July 17, 2007.
– Karantzavelou, Vicky. “Six out of 10 Canadians Want To Stay at Green Hotels,” [www.traveldailynew.com], June 10, 2005.
– Parnières, Émilie. “Le tourisme responsable: Convergence de deux démarches de labellisation,” Veille info tourisme, May 2005.
– Salerno, Neil. “Stars & Diamonds – Do They really Matter any more?” Hotel News Resource, January 31, 2007.
– Turcotte, Marie-France. L’écotourisme entre l’arbre et l’écorce – Labels et certifications d’écotourisme et de tourisme. Le contexte et la portée, Presses de l’Université du Québec, 2006, p. 348-369.
– World Travel & Tourism Council. “Big Companies Must Show how Green They Are,” November 24, 2006.