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
Products and activities

Successful events now rely on getting the participants involved

The Tourism Intelligence Network was asked to give a workshop at the Salon de L’Organisateur, put on as part of the SATQ-FEQ conference on Quebec festivals, events and tourist attractions, held November 8, 2016. The workshop title was Rethinking Your Business Meetings (Réinventez vos réunions d’affaires). The information below was presented in the section on delegate engagement.

Actively engage with your participants

Getting participants involved in your event means actively engaging with them. Today’s delegates are no longer interested in one-way communication; they want to share their ideas rather than listen passively, so you need to start thinking about them as active participants rather than passive spectators. Ideally, events should offer 10- to 15-minute mini-conferences and small group sessions, both of which are conducive to knowledge and skills sharing. These should be interspersed with group work to help the audience stay focussed. Physical activity not only improves participants’ health and well-being, it can also enhance learning, help people clarify their goals, stay awake, connect with other participants, and simply have fun.

EMEC participation active

Source : EMEC

Engage with them on social networks

Prior to the event, use social media to announce or solicit participant feedback on the line-up of events, sell advance tickets, and give special discounts or rewards. 

Create a hashtag 

Choose a hashtag and get the word out to your participants. It should be short, relevant and available (i.e., make sure it is not already being used). Share it on your social networks and encourage your participants to use it when posting photos on Instagram or tweeting on Twitter. You can also help them share information with a “Tweet this” link or button. Frontwall – which includes all the photos, comments, shares, etc. using the same hashtag from all social networks – is your new best friend, as it will generate and maintain excitement about your meeting or event. Remember to use your influencers before, during and even after the event. Ask them to use your hashtag on their own networks to provide your event with additional visibility.

successfull_meeting

Source: Successful Meetings

Say it with games 

Why not encourage your participants to connect with you on social networks through games?

Once you have established your event’s purpose, decide how a game could help you achieve it. If your event is a trade show, you could organize a scavenger hunt and ask participants to share their discoveries on Instagram or Twitter. Or, how about a quiz? Participants can collect stamps by correctly answering questions about the exhibitors; the person with the most stamps wins!

Another winning strategy is to hold a photo contest as part of your networking event, where the person who takes a group selfie with the most people wins a prize. This is a terrific ice-breaker and will create great memories for all involved. Yet another way to get them talking to each other is by rewarding the participant who collects the most business cards. The possibilities of gamification are endless.

Say it with technology

New technologies can even promote interactions between people who don’t attend your event. There are many possible ways to do this, including RFID technology, mobile applications or live streaming on platforms such as YouTube, Livestream or Ustream.

RFID bracelets, such as those from Connect&Go, enable participants to share their experiences, live, with other participants, their colleagues or even their friends on social media. For example, the Just for Laughs Festival recently introduced on-site photo booths and mobile cameras, where users could use RFID technology to digitally record their experiences, share them on social media and enter them in contests and challenges in order to win prizes. On-site photo booths and recording stations, as well websites and mobile apps, are all SMS-enabled.

Source: YouTube

When conference participant badges incorporate RFID technology, organizers can gather real-time data such as:

  • participant information: contact details, interests, career path or any other personal information that is in the public domain;
  • participant movement within the conference venue: what rooms are visited and how much time is spent in each room, etc.

RFID technology enables participants to:

  • exchange virtual business cards;
  • get in touch via text message;
  • create a list of everyone they met.

Mobile applications are also useful ways for participants to meet and talk. The market is currently flooded with apps that aim to maximize your networking results. One of them is Ties, an app that has been tested in events of 100 to 200 people. People sign up with their LinkedIn account, add the events they are interested in attending to their profile, and specify whom they would like to meet. Once at the event, they can get in touch via text messaging.

In closing, remember this: reducing the number of programmed events and creating space for conversation is a sure-fire way to generate engagement.

Source de l’image à la une: Pixabay

 

Catégories
Customer segments Products and activities

Generation Y, the new face of business travel

Why take an interest in the business travel of Generation Y?

First of all, because of the potential: Millennials currently make up about one-third of all passengers on business flights in the United States and their share should rise to 50% by the year 2020, while that of Baby Boomers will drop to 11%.

Secondly, they spend more on travel than members of other generations, according to a survey by Boston Consulting Group. When travelling for business, they indulge in extras: they frequently make last-minute reservations, opt for refundable tickets, change their seat for one with more legroom, make changes to their itinerary, and splurge on high-end meals or onboard Wi-Fi, all of which leads to higher-than-average business travel expenditures.

Booking and planning travel

Spontaneity and connectivity are the hallmarks of Gen Y business travellers, so mobile devices are crucial: nearly one third (32%) of Millennials use smartphones to book travel while 20% use tablets, compared to just 12% of business travellers over 45. They are also much more likely than their elders to use mobile devices to enhance their travel experience: nearly three-quarters of them have travel apps on their smartphones.

for Gen Y, meetings have seven possible purposes: celebrate, decide, educate, ideate, network, produce and promote

To satisfy this demanding clientele, the Marriott chain has introduced an innovative concept that reinvents how meetings are planned. Meetings Imagined is a very visual, social site that offers expert advice, information on the latest trends in the world of event planning and hundreds of inspiring photos to stimulate creativity. Users of the site can work with the hotels to design customized experiences or browse the ideas proposed by participating hotels. They can also post their favourite images on social media sites like Facebook and Pinterest. The concept was the result of research showing that, for Gen Y, meetings have seven possible purposes: celebrate, decide, educate, ideate, network, produce and promote. So instead of concentrating solely on dates, rates and floor plans, the Meetings Imagined approach focusses on the specific purpose of the meeting to create and design a more personal experience.

CN_Affaires_Millenials_image1

The importance of social networks

The majority (80%) of young business travellers attach considerable importance to online reviews when planning travel. They are also much more likely to post a negative online review of a hotel, restaurant or mode of transport (airline, public transit, taxi or rental car): 26% of those 34 and under said they had done so in the last year, compared to 14% of their older peers. Hotels were the most popular subjects of negative reviews from US business travellers, just ahead of restaurants.

The popularity of « bleisure » travel

The line between business and leisure is become increasingly blurred, particularly among young people. According to a survey conducted by the Hilton Garden Inn chain, 84% of Gen Y business travellers are willing to extend a business trip to take in a few days of leisure, a much higher number than their older peers. Furthermore, 65% said that exploring a new city was the best part of a business trip.

Are Gen Y travellers loyal?

although inclined to join loyalty programs, they do not actually show a lot of brand loyalty

Young business travellers are more likely to join loyalty programs: half of them take such programs into account when booking flights (48%) and hotels (51%), compared to a third of travellers ages 46-65 (31% and 30%, respectively). That being said, although inclined to join loyalty programs, they do not actually show a lot of brand loyalty. In fact, they are less brand loyal than their elders and more apt to switch from one airline or hotel chain to another if they believe the loyalty program is better for them. In fact, Gen Y business travellers do not seek the same program benefits as their colleagues. For example, they are more likely to use airline miles and points on free or discounted travel rather than on upgrades.

Youth hostels, an interesting alternative to traditional hotels

Youth hostels are becoming more popular among hip young business travellers – especially those on a tight budget – who don’t want to spend an entire evening alone in their room. Generator Hostels is one such chain: on certain days of the week, particularly during the off-season, nearly 20% of its guests are young business travellers.  Another example is the Fusion in Prague, which is both a hotel and youth hostel. It offers individual standard rooms and dormitory-style accommodations, as well as non-traditional meeting spaces like its 360° Lounge Bar and Playroom, which features over-sized seating attached to the wall that can also be folded up and out of the way. In addition, its social media presence enables business travellers to meet other guests with similar interests, even before their arrival.

CN_Affaires_Millenials_image2

Young business travellers are still in the process of trying out different brands to determine what appeals to them most and best corresponds to their life style and travel habits. It is the ideal time for hotels, restaurants and other tourism stakeholders to listen to them and try to meet their expectations for they are the travellers of today… and tomorrow!

Catégories
Marketing @en Products and activities

Adventure tourism goes sustainable

According to TripAdvisor, in 2012, 70% of American travellers said they planned to make more environmentally responsible travel choices in the next twelve months; for its part, Trendwatching predicted that in 2013, tourists will be trying to make more tangible, environmentally beneficial contributions to destinations. What follows are the trends and best practices of a promising niche: sustainable adventure tourism.

A booming market

Outdoor travel companies are becoming more and more profitable. In fact, according to a study from the Adventure Travel Trade Association (ATTA), 63% of adventure tour operators saw gross revenues increase in 2011. The study goes on to say that adventure tourism receipts went up by 17% between 2009 and 2010, indicating the market is in a growth phase.  The Adventure Tourism Development Index noted that, globally, one in four trips in 2011 included an adventure travel component. If this trend continues, adventure could be a reason behind nearly 50% of all trips by the year 2050.

Tourists increasingly sensitive to sustainability issues

Several 2012 studies reveal that consumer values are evolving; many of today’s travellers attach a great deal of importance to sustainable development.

  • The Global Corporate Citizenship Survey, an online survey of 28,000 consumers in 56 countries by research firm Nielsen, reports that two-thirds of individuals surveyed prefer to buy products and services from companies that benefit the host community. Furthermore, almost half of respondents were willing to pay more for services from such socially-conscious companies.
  • A TripAdvisor survey of 700 American travellers shows that 71% plan to engage in more environmentally responsible travel in the next twelve months.
  • A Travel Foundation report indicates that 70% of international tourists believe that businesses should be committed to preserving the environment.

In Quebec, according to the March 2011 Ipsos online survey conducted with the Tourism Intelligence Network (see: survey highlights in French), 43% of respondents consider respect for sustainable development principles as a primary factor in their decision to patronize a tourism company. Also, when selecting an online travel supplier, 38% of consumers prefer those that offer eco-friendly products and services.

The ATTA interviewed a number of adventure tour operators from Europe, North America and Latin America for their opinions on the industry’s current realities. Those surveyed mentioned, among other things, the growing importance of sustainable values among adventure travellers in the last few years. Other phenomena mentioned in these interviews support this trend:

  • the search for personalized, intense, authentic tourist experiences
  • an interest in local culture and the desire to give back to host communities
  • a concern for the environment and equity
  • an interest in health, physical activity and a « greener » lifestyle

According to Chris Doyle, ATTA Executive Director-Europe, the tourism industry must develop in a more responsible manner and redouble its efforts to preserve culture, flora and fauna. He adds that the best way for the industry to increase its impact is to convert travellers into defenders of destinations and their local cultures and environment. For this reason, more and more travel companies are adopting social and environmental best practices to meet the needs of adventure tourists.

Inspiring examples

The economic contribution of bicycle tourism

In addition to its limited ecological footprint and enhanced opportunities for interaction with local culture, the phenomenon of bicycle touring generates interesting economic benefits for rural communities. Since cyclists advance at a slower pace, they often spend their money in smaller municipalities, in other words, locations that are sometimes less popular with automobile tourists. The following clip clearly illustrates this reality.

le_tourisme_daventure_sur_la_voie_durable_image_3

Source: The Path Less Pedaled

In Brittany, towns that belong to the « Station verte » label (green resort villages) rely on bicycle touring to attract visitors. These destinations, which offer accommodations, services and nature activities, have created a 1,000-km route linking 30 stations vertes. The region is now developing other itineraries, given the success of the first one.

Hotels involved in their community

The Playa Nicuesa Rainforest Lodge, located on an island in Costa Rica, offers its clientele a « 5-leaf » experience, the country’s highest rating in the certification for sustainable tourism program. In addition to numerous traditional activities (hiking, kayaking, scuba diving, etc.), tourists can participate in discussions about ecology and even go and plant their own tree in the tropical forest!

le_tourisme_daventure_sur_la_voie_durable_image_1

Source: Playa Nicuesa Rainforest Lodge

Preservation as a prime concern

Clients of Aube Aventure, a company located in Gaspé, can enjoy sleeping in yurts as well as activities like sea kayaking and sailing. Winner of the Sustainable Development award from the city and chamber of commerce of Gaspé, Aube Aventure is known for its efforts to protect the environment and marine mammals as well as its contribution to the St. Lawrence Water Trail (route bleue). Its Quality Tourism Gaspésie certification guarantees the quality of its local services, facilities and menus. Aube Aventure is also a member of the Leave No Trace program, which aims to reduce the impact of outdoor activities on the natural environment.

 le_tourisme_daventure_sur_la_voie_durable_image_2

Source: Aube Aventure

Changes in consumer behaviour are influencing the development of many tourism companies, including some working in the outdoor travel industry. Which ones do you feel have done the most to adopt more sustainable products and services?

This article was written for the EspaceTourismeDurable.com Website, which serves tourism stakeholders in the Gaspé Peninsula and Magdalen Islands.

Catégories
etourism and technology Management

SOS! My business is having a social media crisis!

Thanks to social media, information that used to take several hours or even days to reach the public can now be spread almost instantaneously. When a crisis sets alarms bells ringing in today’s world, it’s impossible to ignore!

A well-prepared crisis unit and an action plan to mitigate the impact and quickly get back to normal are just two ways to manage a social media crisis and limit collateral damage.

Anticipate and plan for a crisis

While it’s nearly impossible to predict what will lead to a crisis, organizations are nonetheless well-advised to take advantage of calmer periods to contemplate the possibility. They should envision some plausible scenarios, establish a management protocol, appoint the individuals who will be in charge, determine the role of each team member, and supply everyone with the tools they need to take action and communicate effectively, should the need arise (see also: Quand la crise éclate!).

Online monitoring of chatter about your company or organization is a way to complement your crisis preparations. In fact, this sort of monitoring can identify vulnerabilities and anomalies and enable you to take action before they degenerate. There are many monitoring tools available to facilitate this process (see also: Des stratégies pour gérer votre réputation en ligne).

In the end, although your company image and reputation are at stake, don’t forget that similar risks existed, even before the advent of social media. The difference is that, today, social networks have the potential to aggravate and accelerate a crisis situation.

Intervene, manage and overcome a crisis

When an incident is detected and a crisis seems inevitable, one must take effective action. At this stage, managing communications and reassuring clients, partners and the public requires a lot of discipline and diplomacy. Even if you have no answers for the questions being asked, it is important to publicly acknowledge the problem and show that you are doing everything in your power to resolve it.

Maintaining control over communications, promoting transparency and honesty with regard to the current problem and reacting quickly to criticisms can help you limit the damage. If the crisis actually began on a specific social network, Facebook, for example, you should begin by responding directly on the site. With a little bit of luck, the crisis could subside without reaching other media. If, on the other hand, this is not the case, you must act in a uniform manner across all networks involved.

Creating a Web page with crisis-related questions and answers (FAQ) could save you a lot of time and prevent misunderstandings. In addition to listing all possible questions, this page means you can provide a link to the answers when asked about the same topics; remember, Twitter only gives you 140 characters, which is not much for clearly expressing your views. This page could include the following types of information:

  • Recognition of the crisis
  • The surrounding circumstances
  • Photos or videos showing, for example, the president of the company holding a briefing
  • The next actions planned to resolve the crisis
  • Contact information for people who can provide more details

During a crisis, the point is not to win arguments but to control damage. For this reason, although transparency is essential, it’s also important to know when certain conversations that could degenerate should be taken offline. Inviting a compromising person to continue the discussion by phone or email shows that you are interested in the position being argued yet prevents the spillover from being aired publicly.

End a crisis

Some crises can be avoided, while others would appear inevitable. What lessons have you learned and what measures can you take to prevent a similar situation from happening again? It is crucial to deconstruct such events after they are over so you can use the experience to prepare your next crisis management plan. You could, for example:

  • document and preserve all the comments posted on the various social networks and any emails exchanged with the internal team, the public and the media
  • analyze the number of site visits and your social network profile during the crisis
  • determine the chronological sequence of events, identify the critical moments and understand the reasons behind them
  • evaluate the crisis management plan you used and improve it

To avoid having to face a social media crisis, some businesses are simply opting out of social networks. But is this really a good solution? What if a crisis involving you unfolds on social media and you are not there to deal with it? Although maintaining a presence on social networks definitely involves some risk, paradoxically, not doing so does not make you immune to risk!

 

Sources:

– Baer, Jay. « Don’t Be Scared Be Prepared – How to Manage a Social Media Crisis« , convinceandconvert.com, 2012.

– Blancot, Carole et al. « Communication de crise à l’heure des médias sociaux, » Atramenta, September 2012, 100 p.

– Fryatt, Jenise. « Social Strategies: Creating Your Social Media Crisis Management Plan« , blog.cvent.com, January 16, 2013.

– Seraiocco, Nadia. « Gestion de crise sur les réseaux: pensez-vous à votre CM? » cheznadia.com, February 27, 2013.

– World Tourism Organization. « Toolbox for Crisis Communications in Tourism« , 2011.

Catégories
Marketing @en

Television, magazines or guidebooks: Which medium is used to plan travel?

According to a survey conducted by the Travel Industry Association of America (TIA), the Internet is the « most useful » medium for finding travel information, followed by motor club magazines and newspaper travel sections. Strangely, however, the same survey notes that media users found consumer travel magazines to be twice as credible as the Internet.

According to the survey of 1,300 U.S. adults conducted in July 2001, 61% of travellers (or 82 million Americans) said they read articles about travel and destinations in the media, or watch or listen to travel shows on TV or the radio. This number is up from the 55% of travellers surveyed last year who said they had used such information sources. The survey asked only about unpaid travel coverage, not advertising.

The survey also asked respondents to rank the usefulness of various travel media. The Internet was ranked first as the single most useful medium, as follows:


When it came to believability,however, the media users rated the travel information in same media quite differently:

Finally, the level of trust of respondents with regard to travel media varied depending on the planned activity. The following lists the percentage of media users who said YES when asked if something they read or heard caused them to:

Using television to promote a destination

Television coverage is often used to counteract the effects of a crisis or when a destination’s image has been tarnished due to a particular situation (war, epidemic, environmental accident, natural disaster, social crisis, etc.). It provides information about the destination and its products, while helping to market it to the public.

According to Thierry Baudier, Director General of Maison de la France and a participant at the First World Conference on Tourism Communications (TOURCOM), which was held in Madrid in January 2004, television targets the general public, and people likely to travel in particular. It is also aimed at the media, which, in his opinion, play a major role in building a destination’s image, shaping public perception and providing information.

For Gary Wardrope, Commercial Director at the Travel Channel, TV is ideal for this type of message:

  • it is easy to use and simple to understand 
  • it provides great detail, both visual and auditory 
  • it appeals to the emotions 
  • it reaches a very wide audience, especially if the show is rebroadcast on other regional, national or even international channels

Summer television in Quebec

In the wake of shows like « Partis pour l’été« , « La poudre d’escampette » and « La route des vacances« , Quebec’s TVA channel will broadcast « 100 détours » this summer. This weekly series will invite sixty or so performers to take part in car rallies that will feature and promote some of the province’s principal tourist attractions. Shooting will begin in May and cover the regions of Montreal, Quebec City, the Montérégie, Outaouais, Laval, the Laurentians, the Saguenay, Charlevoix and Lanaudière.

Nothing new for the province

In March 2003, the Zoo de Saint-Félicien was featured in a special report on Canal Évasion. The show’s host spent the night in a tent, under the stars, with all the animals roaming free around her. According to zoo officials, the show was an excellent way to « sell » the zoo to tourists.

Last year, Canal Évasion also broadcast a new series entitled « La détente est dans le spa, » which visited Quebec’s various spas and health resorts. Although the show focussed primarily on spas, hotel complexes and the desire to be waited on hand and foot, it also presented general information about nearby tourist spots and the surrounding area.

Promotional TV used around the world

The Korea National Tourism Organization is also planning a spate of travel shows to sing the praises of Korea on regional TV channels. It has developed two different shows, one for Southeast Asia and one for China. A third show, targeting the Japanese market, is in production.

Great Britain is also counting on two TV advertising campaigns to boost tourism. The officials behind the VisitBritain promotional campaign hope to increase the number of visitors by 30% by the year 2010.

Sources:
– Wardrope, Gary. « The Power of TV in Tourism Communications, » First World Conference on Tourism Communications, Madrid, January 29-30, 2004.
– Rogers, Daniel. « VisitBritain aims for 30% growth in English tourism, » Marketing, London, November 27, 2003, p. 6.
– « Korea battles visitor dip with TV plan, » Media, Hong Kong, February 27, 2004, p. 7.
– « Annie Brocoli animera une émission touristique, » Le Quotidien, April 3, 2004, p. 43. 
– « Évasion… au Zoo !, » Progrès-dimanche, March 7, 2004, p. A10.
–  Travel Industry Association of America. « How Americans Use the Travel Media, » April 2004.

Commentary from Frédéric Dimanche

The question « Which medium should I use to plan a vacation? » in fact involves two different themes for discussion: firstly, what role do the media play in the consumer decision-making process and, secondly, to what extent do the media influence such decisions?

We must begin by defining which use of media we are discussing. Are we talking about strictly commercial uses, that is, advertising or, more specifically, messages controlled and paid for by advertisers, or are we talking about informative lead articles, written by journalists who are not beholden to the destination or attraction’s marketing team? Feature articles and personal accounts, which consumers consider more impartial, are no doubt more influential than advertising.

Media advertising is only one factor among many that can influence consumer decisions: prior experience, referrals from friends, family and co-workers, information from the competition and basic constraints like budget and available vacation time all play a part. The key is to make the destination one of the options that the consumer considers before deciding. The role of media advertising can vary: the goal can be to build the destination’s reputation or communicate its image, or it can use a specific promotion to prompt a decision and subsequent purchase.Increasingly, advertising appeals to the emotions and the senses by creating situations that inspire the target market. Although TV certainly has a large part to play, advertisers are also learning to use events as experiential marketing tools. Television alone is not enough to make someone select a destination; for this reason, one wonders what VisitBritain is going to do after two TV advertising campaigns.

The TIA survey confirms, if that was needed, the growing importance of the Internet as an information source. Surfers can quickly locate all sorts of information, both unbiased (reviews, travel guidebooks, etc.) and biased (sales and promotional information directly linked to the destination, attractions or available lodging). It is no longer enough to simply recognize the importance of the Internet; one must now understand what consumers read online. The Internet is first and foremost a source of information, and consumers are looking for credible information like that found in consumer travel magazines. It is this type of information/recommendations that will direct travellers to a destination’s service providers.

Media communications are important, whether they are controlled by the destination or not. However, they are not the only tools available. In fact, long-term efforts to ensure service quality and the satisfaction of visitors and intermediaries can sometimes be a much better marketing investment.

Frédéric Dimanche

Professor and Director,
Centre de management du tourisme
CERAM Sophia Antipolis European School of Management