Marketing Community Tourism Online: The LETA Ripple. Building Communities Through Community Tourism Jamaica Community Tourism Symposium & IIPT Caribbean Community Tourism Conference May 23 – 26, 2003. Judy Karwacki iWorldSolutions Inc. [email protected]
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Marketing Community Tourism Online:
The LETA Ripple
Building Communities Through Community Tourism
Jamaica Community Tourism Symposium &
IIPT Caribbean Community Tourism Conference
May 23 – 26, 2003
Creating a ripple effect that will enhance and enrich Canada’s travel industry
What is Learning & Enrichment Travel?
Learning and enrichment travel refers to vacations with authentic, hands-on or interactive learning experiences featuring themes such as aboriginal, agriculture, anthropology, archeology, arts, culture, cuisine, education, forestry, gardening, heritage, language, maritime, nature, science, spirituality, and wildlife.
These are the travel experiences that broaden the mind and enrich the soul.
What is LETA?
Founded Spring 2002 with support of 40 Founding Members organizations
Grew out of Canadian Tourism Commission study on Learning Travel
The Learning & Enrichment Travel Alliance will facilitate the development and expansion of sustainable year-round business opportunities for organizations committed to developing, marketing and delivering high quality learning and enrichment vacations in Canada. All activities are guided by the values of excellence, inclusiveness and respect.
The only membership-based organization taking a national approach for marketing experience-based themes in Canada
A communications & business development serviceand online resource for Canada’s learning & enrichment travel community
A national online directory of travel products and services that are promoted domestically and nationally to the trade, media and the consumer
A one-stop-resource for networking and researching travel information for the travel trade and media
Consumers demanding more than just a ‘vacation.’
LETA positions Canada as a leading destination for learning and enrichment travel ‘experiences’
Educated and discerning travelers and the travel trade are going online to research and purchase travel
LETA provides a one-stop online resource for B2C and B2B learning and experiential travel planning, research and news
Savvy tourism businesses are performing communications, networking and research online
LETA serves as a one-stop-resource for collecting and disseminating valuable trade and media information to members and vice versa
Businesses and organizations need cost-effective marketing
LETA partnership shares costs creating a low cost, effective e-marketing solution for small and medium businesses or organizations
MEMBER INTRANET WEBSITE
Members create and manage their own unique profiles at both a corporate and products & services level.
They control the information viewed by each market.
Search filters selected allow visitors to search by location, season, name, theme, activity, or business type.
A product or service page features:
- The major theme
- Start and end location
- Duration and dates
- Description & highlights
- Rates and deposit details
- Trade details
- Meals, transportation
- What’s included
LETA’s services to travel trade and media
Free Travel Trade Membership provides:
- Travel trade information on Canada
- Pre-written articles and story ideas
- Hyperlinks to DMO image libraries
- Key Canadian trade contact information
- Trade newsfeeds from LETA
As a one-stop-resource to trade and media, LETA receives ‘qualified’ traffic to the site
LETA’s newsfeeds compliment member positioning with the Media and the Trade
LETA collects and disseminates valuable news and opportunities from their network of media and trade partners and then shares this with members
- A permission-based marketing tool for trade, media and the consumer
- A communication vehicle for targeting niche markets
- A platform for promoting new members
- A regular news feed for industry and LETA news
Using the latest e-marketing strategies LETA is speaking to a receptive audience
How do members benefit?
• Branded internet exposure
• Home Page in four online directories
• Products & services sub-pages
• Permission & search engine marketing services
• Access to valuable product development resources
• Networking with learning & enrichment travel partners
• Press and editorial mentions
Promotion through four online directories directed at the trade, media, members and the consumer
Promotion through newswires and newsletters to media, trade and the consumer
Business or organization
Niche marketing search engine optimization
Products or services
Leading edge market positioning
Networking opportunities and access to resources for partnerships and business development
‘Pay-to-Play’ Optional Marketing Programs
Opportunities to purchase tile ads on the LETA consumer website, links to themed splash pages from major search engines, media relations support services, and additional search engine optimization with key words specific to their own business.
Workshops & Marketplaces
LETA will offer online and off-line workshops and marketing places for learning & enrichment travel.
Collaborative e-Marketing Ventures
LETA will pursue marketing ventures with online retailers and tour operators with an e-commerce capacity to provide an on-line booking service for LETA members wishing to sell on-line
LETA will develop a quality assurance program to meet marketplace demands for quality standards
How to find LETA: