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. StatisticsTrendsTactics. Who Are The Players?. WholesalersReceptive OperatorsTour OperatorTravel AgentsMedia. Why Go International?. Europeans have, on average, five weeks of government mandated vacation time, plus up to 16 annual paid public holidays.International visitors stay l
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1. Working the International Market
Christina Pappas
Open the Door
May 24, 2007
2. Statistics
Trends
Tactics
3. Who Are The Players? Wholesalers
Receptive Operators
Tour Operator
Travel Agents
Media
I sometimes think that while many companies are interested in increasing the amount of international visitors that they have, it can be so confusing at times that they just don’t bother. It really isn’t and I hope today helps you take one step closer to soliciting this segment.
So, before we start, I thought I better go over some terms with you for those of you who are unfamiliar with the international visitor market.
In the old days – 5 years ago -- you had to sell your product direct to a receptive, who would sell it to a tour operator, who would sell it to a travel agent, who would sell it to a consumer. There was a 30% mark-up in price. With the advent of the internet for travel sales and tour operators going direct to suppliers and consumers, the commission now can be anywhere between 10 and 30%.
Wholesalers buy product directly from suppliers, usually in bulk, and resell it with a mark-up to tour operators and travel agents.
Receptive Operators They specialize in packaging services for International Tour Operators, provide accommodation, ground arrangements such as transportation and add-ons such as attraction visits, guides and event tickets. Receptive operators contract directly with properties, transportation and attractions and then sell those packages to tour operators.
Tour operators create programs for travel agents, tour operators and clients. They either develop programs themselves or buy product from wholesalers or receptive operators based in or near the destination.
Travel Agents work directly with individual consumers to develop travel programs. Depending upon the client, the agent will either create a custom made program or sell the consumer a pre-packaged trip provided by the tour operator or wholesaler. Many say that the travel agents are going away - - but those that are surviving are those who are developing niche product and specializing in certain areas.
International Media can play a big role in promoting a destination. They are always looking for new story ideas, new images and itinerary/theme ideas.
The challenge for us is that, as a nation, we don’t actively promote our country to the international market.
In addition, you have tighter international security and new visitor passport regulations that can be confusing to international travelers and meeting planners.
However, despite these drawbacks, there has never been a better time to solicit and increase international visitors to the United States.I sometimes think that while many companies are interested in increasing the amount of international visitors that they have, it can be so confusing at times that they just don’t bother. It really isn’t and I hope today helps you take one step closer to soliciting this segment.
So, before we start, I thought I better go over some terms with you for those of you who are unfamiliar with the international visitor market.
In the old days – 5 years ago -- you had to sell your product direct to a receptive, who would sell it to a tour operator, who would sell it to a travel agent, who would sell it to a consumer. There was a 30% mark-up in price. With the advent of the internet for travel sales and tour operators going direct to suppliers and consumers, the commission now can be anywhere between 10 and 30%.
Wholesalers buy product directly from suppliers, usually in bulk, and resell it with a mark-up to tour operators and travel agents.
Receptive Operators They specialize in packaging services for International Tour Operators, provide accommodation, ground arrangements such as transportation and add-ons such as attraction visits, guides and event tickets. Receptive operators contract directly with properties, transportation and attractions and then sell those packages to tour operators.
Tour operators create programs for travel agents, tour operators and clients. They either develop programs themselves or buy product from wholesalers or receptive operators based in or near the destination.
Travel Agents work directly with individual consumers to develop travel programs. Depending upon the client, the agent will either create a custom made program or sell the consumer a pre-packaged trip provided by the tour operator or wholesaler. Many say that the travel agents are going away - - but those that are surviving are those who are developing niche product and specializing in certain areas.
International Media can play a big role in promoting a destination. They are always looking for new story ideas, new images and itinerary/theme ideas.
The challenge for us is that, as a nation, we don’t actively promote our country to the international market.
In addition, you have tighter international security and new visitor passport regulations that can be confusing to international travelers and meeting planners.
However, despite these drawbacks, there has never been a better time to solicit and increase international visitors to the United States.
4. Why Go International? Europeans have, on average, five weeks of government mandated vacation time, plus up to 16 annual paid public holidays.
International visitors stay longer.
Overseas visitors spend ten times as much time and money visiting the United States than domestic visitors.
The average European has 4 -6 weeks of paid vacation a year – they have time to travel and vacations are a priority
International visitors stay longer – an average length of stay is fifteen nights – nearly four times that of the average domestic visitor
International visitors spend more. In fact, the Euro has gained strength on the US dollar, which has lost competitiveness and exchange power.
In the travel industry, this means more appealing prices for all US dollar quoted services.
In fact, analysts have determined that a strong Euro signifies important advantages for the outgoing tourism market, with savings on packages of up to 50% for the consumer.
The average European has 4 -6 weeks of paid vacation a year – they have time to travel and vacations are a priority
5. Why Go International USA perceived as very good value due to advantageous exchange rate
Competitive Transatlantic Air Fares
Familiarity of the USA
Range of experiences available at which the USA excels
Overseas visitors are seeking the Genuine American Experience
Due to the exchange rate, the US is perceived as very good value; I recently had several international planners tell me that while it’s a pain in the neck to come to the US at times, they can’t afford not to right now.
There are also competitive transatlantic air fares and increased non-stop service that make it affordable and easy for visitors to come;
And the range of experiences available in the US is a great motivational factor. Being able to combine meetings with soft adventure activities, Shopping, culture and Entertainment is alluring to the international visitor.Due to the exchange rate, the US is perceived as very good value; I recently had several international planners tell me that while it’s a pain in the neck to come to the US at times, they can’t afford not to right now.
There are also competitive transatlantic air fares and increased non-stop service that make it affordable and easy for visitors to come;
And the range of experiences available in the US is a great motivational factor. Being able to combine meetings with soft adventure activities, Shopping, culture and Entertainment is alluring to the international visitor.
6. Why Go International? International visitors are more likely to visit during “shoulder” or off-peak seasons than domestic travelers.
Many international visitors are much more interested in experiencing “off-the-beaten-path” attractions or destinations than domestic visitors.
READ SLIDE
International visitors are not climate dependent – meaning they will have made their travel plans well in advance and are not likely to cancel due to a rainy weekend.
New England is considered an upscale destination by the international traveler. It attracts a more sophisticated type of traveler, one with a higher disposable income, age 45 – 64 years old, who seek activity combined with other essentials of good food and lodging.
READ SLIDE
International visitors are not climate dependent – meaning they will have made their travel plans well in advance and are not likely to cancel due to a rainy weekend.
New England is considered an upscale destination by the international traveler. It attracts a more sophisticated type of traveler, one with a higher disposable income, age 45 – 64 years old, who seek activity combined with other essentials of good food and lodging.
7. International Travelers to the USA The US Department of Commerce reported that in 2006, the USA had over 21 million overseas visitors enter the United States.
I say overseas, and not international, because international takes into account Canada & Mexico, and for the purposes of this presentation, I’m going to talk only about overseas markets, specifically European markets.
The US Department of Commerce reported that in 2006, the USA had over 21 million overseas visitors enter the United States.
I say overseas, and not international, because international takes into account Canada & Mexico, and for the purposes of this presentation, I’m going to talk only about overseas markets, specifically European markets.
8. International Travelers to the USA The growth forecast for international arrivals over the next few years is 5 – 6%.
In fact, international travel to the US is expected to break records in 2007, making a complete post September 11 recovery.
The Department of Commerce projects that by 2010, there will be a 28% growth in overseas travel.
This forecast is based on several variables and assumptions, including growth in world travel, which in turn is based on GDP growth projections, exchange rates and other factors.
These forecasts, however, are driven purely by economics and do not take into account non-economic factors that could strongly impact US Travel and Tourism.
It’s important to note that increased competition has had an impact on travel to the United States and will continue to have an impact.
Today’s world travelers not only have more money to spend, but also have an increasing number of worthwhile destinations to choose from, better access to information, expect a higher level of service and greater ease of movement than ever before.
Keep in mind that Mexico Spends $149 million
Malaysia spends $118 million
And Australia spends $113 million promoting their destination to the world.
Despite what many people say, US Foreign policy is not a significant factor in why international visitors do not choose the USA.
A common misperception is that global dissatisfaction with the US foreign policy has driven a loss of travel. A 2006 Department of Commerce survey of international travel agents shows that their clients were far more focused on entry policies as a deterrent than on foreign policy.
It is the perception of hassles that keep people away.
They’re choosing other destinations because it appears to them as though we don’t welcome foreign visitors.
The growth forecast for international arrivals over the next few years is 5 – 6%.
In fact, international travel to the US is expected to break records in 2007, making a complete post September 11 recovery.
The Department of Commerce projects that by 2010, there will be a 28% growth in overseas travel.
This forecast is based on several variables and assumptions, including growth in world travel, which in turn is based on GDP growth projections, exchange rates and other factors.
These forecasts, however, are driven purely by economics and do not take into account non-economic factors that could strongly impact US Travel and Tourism.
It’s important to note that increased competition has had an impact on travel to the United States and will continue to have an impact.
Today’s world travelers not only have more money to spend, but also have an increasing number of worthwhile destinations to choose from, better access to information, expect a higher level of service and greater ease of movement than ever before.
Keep in mind that Mexico Spends $149 million
Malaysia spends $118 million
And Australia spends $113 million promoting their destination to the world.
Despite what many people say, US Foreign policy is not a significant factor in why international visitors do not choose the USA.
A common misperception is that global dissatisfaction with the US foreign policy has driven a loss of travel. A 2006 Department of Commerce survey of international travel agents shows that their clients were far more focused on entry policies as a deterrent than on foreign policy.
It is the perception of hassles that keep people away.
They’re choosing other destinations because it appears to them as though we don’t welcome foreign visitors.
9. Entry Requirements Visa Waiver Program
Machine Readable Passports
United States Visitor and Immigrant Status Indicator Technology (US-VISIT)
Western Hemisphere Travel Initiative
There are 27 countries who participate in the Visa Waiver Program –the rest of the countries around the world need visas to travel to the United States. They can no longer apply for visa’s by mail. They must go to a consulate or embassy to apply in person and be interviewed.
You also have the United States Visitors and Immigrant Status Indicator technology (or the US-VISIT program) which was created in 2003. The program works like this:
All foreigners planning to travel to the United States must go to a visa-issuing post and enroll in USVisit by submitting biometric data that is “captured” by a state department official. Visitors around the world must pose for a digital photograph and have all 10 fingerprints scanned electronically
They must also submit biographic data traditionally found on passports, such as name, address and date of birth.
All of this information is checked against multiple watch lists and is then stored as part of the visitors “travel record”
As part of its commitment to welcome travelers, the US Department of State has been streamlining the Visa applications process, applied new technology and added 570 consular positions worldwide in order to shorten the time applicants must wait for visas to enter the US.
The U.S. State Department says it has reduced the wait for a temporary business or tourist visa appointment to one week or less at two-thirds of its embassies and consulates. The wait is 30 days or less at fully 90 percent of U.S. embassies and consulates. Students and urgent business travelers receive priority appointments at all posts. Visas are issued within two days of the interview in 97 percent of cases.
Even visitors from countries who participate in the Visa Waiver Program (VWP), which enables citizens of certain countries to travel to the United States for tourism or business for stays of 90 days or less without obtaining a visa, must register with the US Visit Program. Currently 27 countries participate in the VWP: Andorra, Australia, Austria, Belgium, Brunei, Denmark, Finland, France, Germany, Iceland, Ireland, Italy, Japan, Liechtenstein, Luxembourg, Monaco, Netherlands, New Zealand, Norway, Portugal, San Marino, Singapore, Slovenia, Spain, Sweden, Switzerland, and United Kingdom.
In addition, these countries are now required to issue passports with digital pictures and machine readability.
KEEP READING NEXT SLIDE
There are 27 countries who participate in the Visa Waiver Program –the rest of the countries around the world need visas to travel to the United States. They can no longer apply for visa’s by mail. They must go to a consulate or embassy to apply in person and be interviewed.
You also have the United States Visitors and Immigrant Status Indicator technology (or the US-VISIT program) which was created in 2003. The program works like this:
All foreigners planning to travel to the United States must go to a visa-issuing post and enroll in USVisit by submitting biometric data that is “captured” by a state department official. Visitors around the world must pose for a digital photograph and have all 10 fingerprints scanned electronically
They must also submit biographic data traditionally found on passports, such as name, address and date of birth.
All of this information is checked against multiple watch lists and is then stored as part of the visitors “travel record”
As part of its commitment to welcome travelers, the US Department of State has been streamlining the Visa applications process, applied new technology and added 570 consular positions worldwide in order to shorten the time applicants must wait for visas to enter the US.
The U.S. State Department says it has reduced the wait for a temporary business or tourist visa appointment to one week or less at two-thirds of its embassies and consulates. The wait is 30 days or less at fully 90 percent of U.S. embassies and consulates. Students and urgent business travelers receive priority appointments at all posts. Visas are issued within two days of the interview in 97 percent of cases.
Even visitors from countries who participate in the Visa Waiver Program (VWP), which enables citizens of certain countries to travel to the United States for tourism or business for stays of 90 days or less without obtaining a visa, must register with the US Visit Program. Currently 27 countries participate in the VWP: Andorra, Australia, Austria, Belgium, Brunei, Denmark, Finland, France, Germany, Iceland, Ireland, Italy, Japan, Liechtenstein, Luxembourg, Monaco, Netherlands, New Zealand, Norway, Portugal, San Marino, Singapore, Slovenia, Spain, Sweden, Switzerland, and United Kingdom.
In addition, these countries are now required to issue passports with digital pictures and machine readability.
KEEP READING NEXT SLIDE
10. Daily Service to Amsterdam’s Schipohl Airport
Depart Schipohl at 1:30pm/Arrive Bradley at 3:30pm
Depart Bradley at 5:45pm/Arrive Schipohl at 6:45am
Ability to connect from 81 cities in Europe, the Middle East, Africa & India
Depending on when these travelers’ passports were issued, other passport requirements apply:
- Machine-readable passports issued before 10/26/05 have no further requirements
- Machine-readable passports issued between 10/26/05 and 10/25/06 now require a digital photograph printed on the data page or integrated chip with information from the data page
- Machine-readable passports issued on or after 10/26/06 will require an integrated chip with information from the data page (e-passport)
The only country exempt from US Visit requirements are Mexicans with border crossing cards and Canadians.
Of course, you also have the Western Hemisphere Travel Initiative. This will require our neighbors from Mexico, Canada, the Caribbean, Bahamas and Panama to have a passport to travel to and from the United States by land or sea January 1, 2008. This also means that US citizens who leave the country to travel to one of these countries will need a passport to get back in. This is of concern because currently, only 21% of US Citizens have a valid passport. It’s already implemented if you travel by air
Why do you need to know this? Well – there are a couple of reasons:
The stricter attention to security can mean discouraging delays for foreign visitors, who now must make an interview appointment with the nearest US consulate in their home country if they require a visa. The in-person visa interview sometimes necessitates travelling to another city, and it always means paying fees and undergoing the scrutiny of a background check. Some visitors decide it’s just not worth it.
The second reason is cost to a planner:
I was recently talking to a French incentive planner who was interested in bringing 300 people to the US over a holiday weekend – a great piece of business. However, because of the passport requirements, he thought he was going to have to make sure that all of his attendees had new passports before they came – at $100 per passport, multiplied by 300 people, that’s an additional $30,000 added to his bottom line that wouldn’t be necessary if he booked elsewhere. We explained that the older, conventional passports will still be accepted until they expire, which kept the US in the running for his business.
So it’s important to know what’s going on in order to assist in offsetting some of these problems for tour operators.
GREAT SERVICE – LONG WEEKEND.
THEY WILLL ONLY VISIT IF IT’S EASY TO GET HERE
Depending on when these travelers’ passports were issued, other passport requirements apply:
- Machine-readable passports issued before 10/26/05 have no further requirements
- Machine-readable passports issued between 10/26/05 and 10/25/06 now require a digital photograph printed on the data page or integrated chip with information from the data page
- Machine-readable passports issued on or after 10/26/06 will require an integrated chip with information from the data page (e-passport)
The only country exempt from US Visit requirements are Mexicans with border crossing cards and Canadians.
Of course, you also have the Western Hemisphere Travel Initiative. This will require our neighbors from Mexico, Canada, the Caribbean, Bahamas and Panama to have a passport to travel to and from the United States by land or sea January 1, 2008. This also means that US citizens who leave the country to travel to one of these countries will need a passport to get back in. This is of concern because currently, only 21% of US Citizens have a valid passport. It’s already implemented if you travel by air
Why do you need to know this? Well – there are a couple of reasons:
The stricter attention to security can mean discouraging delays for foreign visitors, who now must make an interview appointment with the nearest US consulate in their home country if they require a visa. The in-person visa interview sometimes necessitates travelling to another city, and it always means paying fees and undergoing the scrutiny of a background check. Some visitors decide it’s just not worth it.
The second reason is cost to a planner:
I was recently talking to a French incentive planner who was interested in bringing 300 people to the US over a holiday weekend – a great piece of business. However, because of the passport requirements, he thought he was going to have to make sure that all of his attendees had new passports before they came – at $100 per passport, multiplied by 300 people, that’s an additional $30,000 added to his bottom line that wouldn’t be necessary if he booked elsewhere. We explained that the older, conventional passports will still be accepted until they expire, which kept the US in the running for his business.
So it’s important to know what’s going on in order to assist in offsetting some of these problems for tour operators.
GREAT SERVICE – LONG WEEKEND.
THEY WILLL ONLY VISIT IF IT’S EASY TO GET HERE
11. “We have this new air service.
How do we get our share of the market?”
12. Analyze Situation
Set Objectives
Select Target Markets
Identify & Develop Product
Implement Strategies
Evaluate Results Develop a comprehensive marketing plan for the next two to three years.
Outline your target markets, potential partners, resources and strategies
Set realistic objectives
Identify partners and develop strategies
And establish measurement tools to assess the success of your program.
Develop a comprehensive marketing plan for the next two to three years.
Outline your target markets, potential partners, resources and strategies
Set realistic objectives
Identify partners and develop strategies
And establish measurement tools to assess the success of your program.
13. Don’t: Enter markets without a long term commitment
Go unprepared into overseas markets
Be adamant about what you consider to be your best feature
Push a product that won’t sell
Use one strategy for several different countries
Make it difficult to sell your product
Panic if nothing happens Just as members of a museum tour may have different interpretations about a piece of art, so will international tour producers draw varying conclusions about your assets. You should be prepared to ask your new partners to test the appeal of your itineraries and prepare to make changes if they are needed.
Like yourself, the international tour operators operate their business to make a profit. Therefore, trust their judgment about their customer’s preferences for destinations and travel arrangements. Be prepared to offer alternative suggestions so that everyone can serve the public and realize a profit.
You probably wouldn’t market a high adventure travel package to a senior’s audience – think about who you’re marketing to and what appeals to them.
Imaging picking up your Sunday paper, opening to the travel section and seeing a wonderful ad for Germany – in German. You must speak their language, understand their customers, lifestyles, etc. before you can communicate properly.
Don’t create a superb “American” ad and expect it to translate effectively. Likewise, don’t create an ad for the Netherlands and expect it to work in Italy. Take a look at what the markets are looking for and tailor your strategy for that particular market.
What good will your work and determination to crack the international scene do if your clients have difficulty with simple marketing details? You MUST make it easy to sell your product once it’s on the shelf. Give allocations, direct access into inventory and vouchers. Make sure hours of operation are consistent and services are as well.
Remember – you need to research costs carefully in this market – particularly with the fluctuating exchange rate.
You will hear this over and over today – give yourself time to learn and grow and give your organization and its audiences time to respond to your marketing efforts. International marketing is not for short term profits and must be given time to take root if it is to be a successful venture.
When you get international visitors on site, you want to ensure that they have a good time, share their experiences and return.
Just as members of a museum tour may have different interpretations about a piece of art, so will international tour producers draw varying conclusions about your assets. You should be prepared to ask your new partners to test the appeal of your itineraries and prepare to make changes if they are needed.
Like yourself, the international tour operators operate their business to make a profit. Therefore, trust their judgment about their customer’s preferences for destinations and travel arrangements. Be prepared to offer alternative suggestions so that everyone can serve the public and realize a profit.
You probably wouldn’t market a high adventure travel package to a senior’s audience – think about who you’re marketing to and what appeals to them.
Imaging picking up your Sunday paper, opening to the travel section and seeing a wonderful ad for Germany – in German. You must speak their language, understand their customers, lifestyles, etc. before you can communicate properly.
Don’t create a superb “American” ad and expect it to translate effectively. Likewise, don’t create an ad for the Netherlands and expect it to work in Italy. Take a look at what the markets are looking for and tailor your strategy for that particular market.
What good will your work and determination to crack the international scene do if your clients have difficulty with simple marketing details?You MUST make it easy to sell your product once it’s on the shelf. Give allocations, direct access into inventory and vouchers. Make sure hours of operation are consistent and services are as well.
Remember – you need to research costs carefully in this market – particularly with the fluctuating exchange rate.
You will hear this over and over today – give yourself time to learn and grow and give your organization and its audiences time to respond to your marketing efforts. International marketing is not for short term profits and must be given time to take root if it is to be a successful venture.
When you get international visitors on site, you want to ensure that they have a good time, share their experiences and return.
14.
Have Patience!
15. Analyze Situation Evaluate Objectives
Evaluate Resources
Financial
Local/State/Regional
Infrastructure
Define your objectives –
Evaluate your organizations overall objectives. Determine whether marketing to international visitors supports or hinders those objectives.
Assess the strengths and weakness of your business and your surrounding environment. Consider your financial resources, staffing and facilities. Can your business and the community support increased visitorship? What about the needs of the international visitor (i.e. currency exchange, bilingual info, etc).
Evaluate the resources available to you on a local, state and regional level.
Before you begin to worry about the exact product that you want to offer, there are some basic questions you need to answer.
What services can you reasonably offer? Multilingual employees, guest materials in other languages, currency exchange arrangements, assistance with travel documents?
Do you have a strong network among yourselves? And with your neighbors?
Can you package your destination, properties and services in ways that will interest international buyers and their travelers? The sights and experiences that impress domestic travelers may not appeal to international visitors, and vice versa.
Will you commit the necessary resources to solicit international business? Launching international inbound tourism will require time, effort and money to plan, market and operate the business. Based upon the strength of your existing business, can you afford the resources needed to work it effectively?
Do you have the patience to map out and implement a two to three year plan for gaining a foothold in the international arena? This segment of the industry basis its buying decisions in part on the track record of the destination in terms of popularity. Therefore – a new entrant will spend a lot of time getting known before landing the big accounts from international buyers. Will you be able to last until you reach that point?
Define your objectives –
Evaluate your organizations overall objectives. Determine whether marketing to international visitors supports or hinders those objectives.
Assess the strengths and weakness of your business and your surrounding environment. Consider your financial resources, staffing and facilities. Can your business and the community support increased visitorship? What about the needs of the international visitor (i.e. currency exchange, bilingual info, etc).
Evaluate the resources available to you on a local, state and regional level.
Before you begin to worry about the exact product that you want to offer, there are some basic questions you need to answer.
What services can you reasonably offer? Multilingual employees, guest materials in other languages, currency exchange arrangements, assistance with travel documents?
Do you have a strong network among yourselves? And with your neighbors?
Can you package your destination, properties and services in ways that will interest international buyers and their travelers? The sights and experiences that impress domestic travelers may not appeal to international visitors, and vice versa.
Will you commit the necessary resources to solicit international business? Launching international inbound tourism will require time, effort and money to plan, market and operate the business. Based upon the strength of your existing business, can you afford the resources needed to work it effectively?
Do you have the patience to map out and implement a two to three year plan for gaining a foothold in the international arena? This segment of the industry basis its buying decisions in part on the track record of the destination in terms of popularity. Therefore – a new entrant will spend a lot of time getting known before landing the big accounts from international buyers. Will you be able to last until you reach that point?
16. Infrastructure Language Barriers
Money exchange
Public transportation
Telephone, television
Restaurant menus
Be culturally sensitive
Before you market to them – you need to make sure that you have an infrastructure in place to support the business.
The flight is the first step – but here are other things that you need to make their visit is a pleasant experience that will make them go home and tell people to visit.
Provide ways to overcome existing language barriers
This is a common problem and can be addressed in a variety of ways:
Display signage in appropriate languages
Prepare for multi-lingual spoken communication. Arrange for interpreters to be onsite, perhaps at an information desk, or have one or more interpreters on call.
Use international symbols on signs and written directions
Provide maps of the area in appropriate languages. Include drawings of road signs, identifying and directional, with a translation of what they mean.
Print a guidebook of destination, attraction, service, etc. in appropriate languages. Explain in their language what services are available.
Provide a news service. Provide one or more newspapers in their language.
Explain clearly how to get help in an emergency, including a medical emergency.
Provide a money exchange or have information readily available on where to exchange. Post daily rate if possible.
Point out designated stops and explain in their language how to use public transportation, where it goes, how much it costs.
Make instructions available in appropriate languages about how to dial locally, nationally and internationally and what the charges are.
Provide instructions on how to use the television and channel guide in the appropriate languages.
Few things are as universal as the need for food!
Prepare your own translated menus or refer the international visitors to a restaurant that offers menus in foreign languages.
Work with local eating establishments to publish a dining guide in appropriate languages.
Train employees and representatives to be on the look-out for international visitors and brief them on potential problems. Teach them to gently lend assistance without being intrusive or insulting. Teach proper greetings and polite interactions.
Before you market to them – you need to make sure that you have an infrastructure in place to support the business.
The flight is the first step – but here are other things that you need to make their visit is a pleasant experience that will make them go home and tell people to visit.
Provide ways to overcome existing language barriers
This is a common problem and can be addressed in a variety of ways:
Display signage in appropriate languages
Prepare for multi-lingual spoken communication. Arrange for interpreters to be onsite, perhaps at an information desk, or have one or more interpreters on call.
Use international symbols on signs and written directions
Provide maps of the area in appropriate languages. Include drawings of road signs, identifying and directional, with a translation of what they mean.
Print a guidebook of destination, attraction, service, etc. in appropriate languages. Explain in their language what services are available.
Provide a news service. Provide one or more newspapers in their language.
Explain clearly how to get help in an emergency, including a medical emergency.
Provide a money exchange or have information readily available on where to exchange. Post daily rate if possible.
Point out designated stops and explain in their language how to use public transportation, where it goes, how much it costs.
Make instructions available in appropriate languages about how to dial locally, nationally and internationally and what the charges are.
Provide instructions on how to use the television and channel guide in the appropriate languages.
Few things are as universal as the need for food!
Prepare your own translated menus or refer the international visitors to a restaurant that offers menus in foreign languages.
Work with local eating establishments to publish a dining guide in appropriate languages.
Train employees and representatives to be on the look-out for international visitors and brief them on potential problems. Teach them to gently lend assistance without being intrusive or insulting. Teach proper greetings and polite interactions.
17. “All people are the same the world over...”
-- Confucius
18. “……it’s only their habits that are different” Understanding the last part of the quote is critical to your success in working with international markets.
The Germans are punctual
The French & Italians are not
In France, first names are rarely used, even among colleagues.
Titles and rank are very important
There is a great pride in history, language and arts – don’t talk about our history as it’s inconsequential to them.
Avoid personal questions, politics and money in conversations. But dinner and lunch meetings are often purely social – and not about business.
Business decisions are often made after much deliberation – and it’s about having a relationship
Most business is conducted in English -- but it is not their first language – so don’t speak too quickly and remember, they’re not deaf. Speaking loudly to them will not improve their understanding of English!
Don’t plan on nailing down business in August – most countries virtually close down.
When you meet in the summer – there is no air conditioning.
It is typical to drink wine at meals in Europe.
A great reference book is – Kiss, Bow or Shake Hands by Terri Morrison. It features the basics on cultures and customs for 60 different countries.
Understanding the last part of the quote is critical to your success in working with international markets.
The Germans are punctual
The French & Italians are not
In France, first names are rarely used, even among colleagues.
Titles and rank are very important
There is a great pride in history, language and arts – don’t talk about our history as it’s inconsequential to them.
Avoid personal questions, politics and money in conversations. But dinner and lunch meetings are often purely social – and not about business.
Business decisions are often made after much deliberation – and it’s about having a relationship
Most business is conducted in English -- but it is not their first language – so don’t speak too quickly and remember, they’re not deaf. Speaking loudly to them will not improve their understanding of English!
Don’t plan on nailing down business in August – most countries virtually close down.
When you meet in the summer – there is no air conditioning.
It is typical to drink wine at meals in Europe.
A great reference book is – Kiss, Bow or Shake Hands by Terri Morrison. It features the basics on cultures and customs for 60 different countries.
19. Conduct Research Research Demographics & Trends
Key Markets:
Netherlands
France
Germany
Italy So you’ve determined that this market is for you, you have the infrastructure or will develop it, you are learning to be culturally sensitive – now what?
Research the demographics and travel trends associated with international travelers.
Research the individual markets to determine which countries and/or types of travelers (i.e. students, families, seniors, groups, etc) are appropriate for you.
Focus your marketing efforts based upon your findings.
This new air service will not only attract visitors from the Netherlands, it will also attract visitors from key feeder markets – France, Germany and Italy. Northwest/KLM have connections to over 81 cities through Amsterdam – these are all potential markets for you
And not just from the main city centers, which have non-stop daily air service to Boston, but from secondary markets within each country – places where people will have to make a flight connection anyway, so rather than fly Berlin – Frankfurt – Boston, they can fly Berlin – Amsterdam – Bradley
So it’s important to understand these markets and target them
So you’ve determined that this market is for you, you have the infrastructure or will develop it, you are learning to be culturally sensitive – now what?
Research the demographics and travel trends associated with international travelers.
Research the individual markets to determine which countries and/or types of travelers (i.e. students, families, seniors, groups, etc) are appropriate for you.
Focus your marketing efforts based upon your findings.
This new air service will not only attract visitors from the Netherlands, it will also attract visitors from key feeder markets – France, Germany and Italy. Northwest/KLM have connections to over 81 cities through Amsterdam – these are all potential markets for you
And not just from the main city centers, which have non-stop daily air service to Boston, but from secondary markets within each country – places where people will have to make a flight connection anyway, so rather than fly Berlin – Frankfurt – Boston, they can fly Berlin – Amsterdam – Bradley
So it’s important to understand these markets and target them
20. Netherlands New & unique activities
Soft adventure travel
Younger travelers
Internet for information
Keep in mind – in all of these markets, the time difference is six hours so there is no major math to figure out – they’re done work by our noon time at the latest for the day
It is true that in all markets, consumer lifestyles drive activity choices.
In the Netherlands, there is a preference for new and unique activities and changes in lifestyle are driving travel choices
Enrichment tourism
Spa Travel
Togethering
Heritage, history, culture
They are interested in healthy ecofriendly/educational opportunities – enrichment tourism (learning, contributing)
They are interested in geotourism – not just looking for green travel suppliers, but greener fulfillment for life in general.
They are interested in the preservation of the environment, as well as preservation of history, culture and heritage.
They are using the internet to gather information and starting to book on it
Keep in mind – in all of these markets, the time difference is six hours so there is no major math to figure out – they’re done work by our noon time at the latest for the day
It is true that in all markets, consumer lifestyles drive activity choices.
In the Netherlands, there is a preference for new and unique activities and changes in lifestyle are driving travel choices
Enrichment tourism
Spa Travel
Togethering
Heritage, history, culture
They are interested in healthy ecofriendly/educational opportunities – enrichment tourism (learning, contributing)
They are interested in geotourism – not just looking for green travel suppliers, but greener fulfillment for life in general.
They are interested in the preservation of the environment, as well as preservation of history, culture and heritage.
They are using the internet to gather information and starting to book on it
21. France Shorter stays
Booking online
Senior travelers
Demanding customized, discovery-oriented holidays
Last minute booking
Green tourism
Cultural tourism French travelers choose to spend their time in cities, by the sea, and on a tour. They get 6 – 9 weeks of vacation a year and have a clear tendency towards shorter stays and a greater fragmentation of holidays through the year. Booking travel online is growing with over 50% of the French buying plane tickets and travel packages online.
There is a significant increase in the number of senior travelers, due to the ageing of the population and the majority of baby boomers benefiting from a wealthy retirement.
There is a higher demand for customized, discovery-oriented holidays. They are also booking more and more last minute. They are looking more for “green tourism”, i.e. being outdoors, soft adventure excursions, visiting the countryside and mountains, biking, etc.
French travelers choose to spend their time in cities, by the sea, and on a tour. They get 6 – 9 weeks of vacation a year and have a clear tendency towards shorter stays and a greater fragmentation of holidays through the year. Booking travel online is growing with over 50% of the French buying plane tickets and travel packages online.
There is a significant increase in the number of senior travelers, due to the ageing of the population and the majority of baby boomers benefiting from a wealthy retirement.
There is a higher demand for customized, discovery-oriented holidays. They are also booking more and more last minute. They are looking more for “green tourism”, i.e. being outdoors, soft adventure excursions, visiting the countryside and mountains, biking, etc.
22. Germany “World Champion” of travel
Study tours
Experience holidays
Internet for information
Eco tourism/agri-tourism
They are the self described “world champion of travel” with the strongest economy in Europe.
The market segments that are growing from Germany include study tours, which focus on cultural & historical destinations, as well as “experience” holidays. Although internet use is becoming more and more popular, most German consumers still use it mainly as a source of travel information, not as a booking tool.
They are the self described “world champion of travel” with the strongest economy in Europe.
The market segments that are growing from Germany include study tours, which focus on cultural & historical destinations, as well as “experience” holidays. Although internet use is becoming more and more popular, most German consumers still use it mainly as a source of travel information, not as a booking tool.
23. Italy Travel agencies as tour operators
Independent holidays
Fly & drive
Curious travelers
Last minute travelers
Spa travel/organic dining
Cultural tourism There are more than 9000 travel agencies in Italy. Half of them are IATA Travel agencies and therefore are authorized to issue airline tickets directly. Therefore, they all act as tour operators. This happens in 70% of the cases.
Many of these agencies are organized in network groups, with the main selling policy towards the Tour Operator Brands. They end up with better buying power and increased commission levels.
Italians are very reluctant to give up holidays, especially summer holidays.
Italian travelers are always ready to escape the daily routine whenever possible.
They prefer to book an independent holiday more than a package tour and the request of more flexible holidays are forcing tour operators to offer easy formulas that allow travelers to make up their own itineraries, to change the dates, hotels and all activities.
Fly & Drive tours represent 70 – 80% of the market.
They are curious and like to discover new places.
There are more than 9000 travel agencies in Italy. Half of them are IATA Travel agencies and therefore are authorized to issue airline tickets directly. Therefore, they all act as tour operators. This happens in 70% of the cases.
Many of these agencies are organized in network groups, with the main selling policy towards the Tour Operator Brands. They end up with better buying power and increased commission levels.
Italians are very reluctant to give up holidays, especially summer holidays.
Italian travelers are always ready to escape the daily routine whenever possible.
They prefer to book an independent holiday more than a package tour and the request of more flexible holidays are forcing tour operators to offer easy formulas that allow travelers to make up their own itineraries, to change the dates, hotels and all activities.
Fly & Drive tours represent 70 – 80% of the market.
They are curious and like to discover new places.
24. How Do Consumers Choose? Attractiveness of destination
Availability of flights and accommodation
Ability of destination to deliver a “motivating” experience
Perceived safety of destination
Recommendations from friends, family & colleagues and media coverage
Budget Obviously, visitors have many destinations around the world to choose from.
So how do they make their decision? For the most part, they’re all the same in the different markets
This is what you should based your promotions onObviously, visitors have many destinations around the world to choose from.
So how do they make their decision?
25. How Do Buyers Choose: Evaluate destination as a whole
Customize experience
Collect information on major events
Negotiate price & value When developing programs, keep in mind that travel industry buyers (tour operators, travel agents, wholesalers, receptives) take into consideration many factors.
They often anticipate potential obstacles such as language and cultural differences, and assess the needs and interests of the market.
Based on market trends and individual client interests, they:
Evaluate the destination as a whole, including hotels, restaurants and other points of interest. Is it easy to get to? Is it safe? Does it have the experiences that their customer is looking for?
Customize experiences – they work with suppliers to customize the experience to the needs of their clients. For groups, they may arrange for a special guided tour of a particular collection at a museum. For FIT’s, they may develop a flexible voucher program instead of issuing tickets for a set date and time.
They collect information about major events and attractions at LEAST one year in advance to have sufficient time to develop programs for catalogs and clients. They often collect information from tradeshows, the internet, travel publications and other sources.
They negotiate with attractions for discounted rates (usually group rates) and special added value experiences (back stage tours, meetings with artists, etc)
These are just a few of the factors that buyers take into consideration. Others include inventory, advanced reservations (particularly for performing arts events, and flexible payment programs.When developing programs, keep in mind that travel industry buyers (tour operators, travel agents, wholesalers, receptives) take into consideration many factors.
They often anticipate potential obstacles such as language and cultural differences, and assess the needs and interests of the market.
Based on market trends and individual client interests, they:
Evaluate the destination as a whole, including hotels, restaurants and other points of interest. Is it easy to get to? Is it safe? Does it have the experiences that their customer is looking for?
Customize experiences – they work with suppliers to customize the experience to the needs of their clients. For groups, they may arrange for a special guided tour of a particular collection at a museum. For FIT’s, they may develop a flexible voucher program instead of issuing tickets for a set date and time.
They collect information about major events and attractions at LEAST one year in advance to have sufficient time to develop programs for catalogs and clients. They often collect information from tradeshows, the internet, travel publications and other sources.
They negotiate with attractions for discounted rates (usually group rates) and special added value experiences (back stage tours, meetings with artists, etc)
These are just a few of the factors that buyers take into consideration. Others include inventory, advanced reservations (particularly for performing arts events, and flexible payment programs.
26. What Does It Mean?
FIT
Allocations
Direct Access
Vouchers
Catalogs
When you talk to buyers this is what they’re looking for from you:
FIT: Foreign Independent travel rates (as opposed to group travel)
Allocations: A wholesaler/tour operator blocks space for every night needed at the hotel. Blocks can be priced seasonally, but variations should be minimal in number.
An agreed upon release date needs to be established (usually 1 – 3 weeks) between the operator and the supplier, at which time any unsold space is “released” back to the hotel.
Because the wholesaler/tour operators “owns” blocked space for every night needed, they can allow their client to “sell & report”? It if the allocation is large enough.
This allows the overseas tour operator/travel agent to confirm a booking to a consumer on the spot, rather than waiting often times more than 24 hours to confirm. Most overseas wholesalers require the ability to sell & report, if direct access booking is not available on all standard product – i.e. preplanned fly drives, scheduled motor coach tours, FIT hotels, etc.
Vouchers – tour operators prefer to sell attraction tickets on flexible vouchers, rather than issuing tickets for a set date and time.
I do want to mention Catalogs. Tour operators still produce catalogs where they list their product for consumers to buy. You want to be in catalogs, not because that’s where a lot of product will be purchased from, but because their distribution is so wide, people will take a look at the catalogs, say “If Thomas Cook Holidays or TUI is including these properties, they must be ok” and then they might go direct to you. It’s a source of free advertising.
For those of you who have worked the international market in the past, you might remember that if you did not contract with tour operators in the February – April/May cycle for the following year’s catalog (i.e. contracts have just been wrapped up for 2008 now) you’d miss the contracting cycle and catalog for another year.
Fortunately, with online opportunities and seasonal or supplemental catalogs, contracting now takes place throughout the year.
When you talk to buyers this is what they’re looking for from you:
FIT: Foreign Independent travel rates (as opposed to group travel)
Allocations: A wholesaler/tour operator blocks space for every night needed at the hotel. Blocks can be priced seasonally, but variations should be minimal in number.
An agreed upon release date needs to be established (usually 1 – 3 weeks) between the operator and the supplier, at which time any unsold space is “released” back to the hotel.
Because the wholesaler/tour operators “owns” blocked space for every night needed, they can allow their client to “sell & report”? It if the allocation is large enough.
This allows the overseas tour operator/travel agent to confirm a booking to a consumer on the spot, rather than waiting often times more than 24 hours to confirm. Most overseas wholesalers require the ability to sell & report, if direct access booking is not available on all standard product – i.e. preplanned fly drives, scheduled motor coach tours, FIT hotels, etc.
Vouchers – tour operators prefer to sell attraction tickets on flexible vouchers, rather than issuing tickets for a set date and time.
I do want to mention Catalogs. Tour operators still produce catalogs where they list their product for consumers to buy. You want to be in catalogs, not because that’s where a lot of product will be purchased from, but because their distribution is so wide, people will take a look at the catalogs, say “If Thomas Cook Holidays or TUI is including these properties, they must be ok” and then they might go direct to you. It’s a source of free advertising.
For those of you who have worked the international market in the past, you might remember that if you did not contract with tour operators in the February – April/May cycle for the following year’s catalog (i.e. contracts have just been wrapped up for 2008 now) you’d miss the contracting cycle and catalog for another year.
Fortunately, with online opportunities and seasonal or supplemental catalogs, contracting now takes place throughout the year.
27. Product Considerations Hotel Capacity
Transportation
Attractions, Scenic Locations & Historical landmarks
Special Events
Climate
Economic Environment What is the capacity of the areas accommodations. Can they adjust to a regular flow of visitors from other countries?
What are their language skills
What level of services do they offer
Consider your transportation options – I would think that it’s basically a car rental situation
Examine commercial and public attractions, scenic locations & historical landmarks
Remember to make an objective judgment of each sit’s appeal as what may seem commonplace to you may be fresh and appealing to others, while important American Historical information may be uninteresting to an international visitor.
Look at the special events that the region has to offer – sports, entertainment, culture & folklore.
Consider the event’s appeal and objectivity.
Rank the events so that you can lengthen your suggested itineraries as needed.
How will climate & time zones be handled. In each instance, think about the impact that they will have on visitors.
What agricultural, commercial or industrial first could become partners?
What educational, educational or research institutions have services which you can tap to serve the needs of your visitors?
Are there training programs, language banks, and other human resource opportunities in the area which could provide manpower and training?
What is the capacity of the areas accommodations. Can they adjust to a regular flow of visitors from other countries?
What are their language skills
What level of services do they offer
Consider your transportation options – I would think that it’s basically a car rental situation
Examine commercial and public attractions, scenic locations & historical landmarks
Remember to make an objective judgment of each sit’s appeal as what may seem commonplace to you may be fresh and appealing to others, while important American Historical information may be uninteresting to an international visitor.
Look at the special events that the region has to offer – sports, entertainment, culture & folklore.
Consider the event’s appeal and objectivity.
Rank the events so that you can lengthen your suggested itineraries as needed.
How will climate & time zones be handled. In each instance, think about the impact that they will have on visitors.
What agricultural, commercial or industrial first could become partners?
What educational, educational or research institutions have services which you can tap to serve the needs of your visitors?
Are there training programs, language banks, and other human resource opportunities in the area which could provide manpower and training?
28. Key Tour Segments Arts Tourism
Heritage Tourism
Agri-Tourism
Shopping Tourism
Culinary Tourism
Garden Visit Tourism
Technical Tourism
Soft Adventure Tourism So– you tell them it’s easy to get to, its safe, it’s easy to travel around – now you have to convince them that you have the product their customers are looking for.
Remember – You are not selling a travel product. You are selling a travel experience. If travelers want to book a spa vacation, for example, they are not just buying a place to sleep.
They are looking for something more, such as a pampering experience, a medical spa treatment or a healthy hiatus. Besides the choice of resort, this could affect choices of local activities, air and destination.
Each of these tour segments is growing. Each offer opportunities to pitch specific international travel media – as most of the segments have their own travel magazines, tv programs, radio programs, web sites and even consumer expositions where the region could be promoted.
Arts Tourism: Opportunities to promote performing, visual, fine & decorative arts as well as key events. Opportunities to promote a series of performing arts events throughout the year
Heritage Tourism: Opportunities to promote unique historic villages, as well as the highest concentration of national parks in the USA (in MA)
Agri-Tourism: Opportunities to promote the unique “family farm” movement in Massachusetts, preservation of key agri-tourism attractions throughout MA such as apple, cranberry, winery, etc.
Shopping Tourism: The number one international visitor activity – and most lucrative for short and long term revenues, shopping tourism can attract visitors year-round to key outlet shopping destinations, museum gift shops and urban shopping districts
Culinary Tourism: A culinary promotion provides opportunities to promote key food and wine events, as well as individual restaurants and food destinations. Promote “native” foods as well as “gourmet adventure” itineraries.
Garden Tourism: Opportunities to promote key attractions, Garden tourism is popular throughout Europe.
Technical visit Tourism: Opportunities to promote key technical expositions, congresses as well as the resources of Massachusetts colleges & Universities. This year round tourism segment attracts lucrative international groups that offer opportunities to encourage investment and trade partnerships as well as generate repeat visits.
Soft Adventure tourism: opportunities to promote hiking, biking, skiing, and other outdoor activities are available to promote visits.
So– you tell them it’s easy to get to, its safe, it’s easy to travel around – now you have to convince them that you have the product their customers are looking for.
Remember – You are not selling a travel product. You are selling a travel experience. If travelers want to book a spa vacation, for example, they are not just buying a place to sleep.
They are looking for something more, such as a pampering experience, a medical spa treatment or a healthy hiatus. Besides the choice of resort, this could affect choices of local activities, air and destination.
Each of these tour segments is growing. Each offer opportunities to pitch specific international travel media – as most of the segments have their own travel magazines, tv programs, radio programs, web sites and even consumer expositions where the region could be promoted.
Arts Tourism: Opportunities to promote performing, visual, fine & decorative arts as well as key events. Opportunities to promote a series of performing arts events throughout the year
Heritage Tourism: Opportunities to promote unique historic villages, as well as the highest concentration of national parks in the USA (in MA)
Agri-Tourism: Opportunities to promote the unique “family farm” movement in Massachusetts, preservation of key agri-tourism attractions throughout MA such as apple, cranberry, winery, etc.
Shopping Tourism: The number one international visitor activity – and most lucrative for short and long term revenues, shopping tourism can attract visitors year-round to key outlet shopping destinations, museum gift shops and urban shopping districts
Culinary Tourism: A culinary promotion provides opportunities to promote key food and wine events, as well as individual restaurants and food destinations. Promote “native” foods as well as “gourmet adventure” itineraries.
Garden Tourism: Opportunities to promote key attractions, Garden tourism is popular throughout Europe.
Technical visit Tourism: Opportunities to promote key technical expositions, congresses as well as the resources of Massachusetts colleges & Universities. This year round tourism segment attracts lucrative international groups that offer opportunities to encourage investment and trade partnerships as well as generate repeat visits.
Soft Adventure tourism: opportunities to promote hiking, biking, skiing, and other outdoor activities are available to promote visits.
29. Assets of the Region Easy to fly in and out of Bradley
Easy to get to Berkshires, Vermont & Connecticut
Lots to see & do
You have many assets –
It’s easy to fly in and out of Bradley
It’s easy to get to the Berkshires, Vermont & Northwestern Connecticut….in fact, partner and leverage the work that the Berkshires and Vermont have already done in the international marketplace – find out which tour operators from the target markets are featuring them and then let the tour operators know there is now an easier way to access these areas. (midtown and Killington)
And of course – there is lots to see and do in the area – all those types of activities that they’re looking for
You have many assets –
It’s easy to fly in and out of Bradley
It’s easy to get to the Berkshires, Vermont & Northwestern Connecticut….in fact, partner and leverage the work that the Berkshires and Vermont have already done in the international marketplace – find out which tour operators from the target markets are featuring them and then let the tour operators know there is now an easier way to access these areas. (midtown and Killington)
And of course – there is lots to see and do in the area – all those types of activities that they’re looking for
30. Culture
Fairs & festivals
Basketball Hall of Fame & sporting “firsts”
Hiking, biking, cross country skiing
Traditional foods
Hidden treasures
Family Fun
Colleges & Universities Although international visitors are not big on “American history”, as a living history museum, international visitors are fascinated with the experience of Old Sturbridge Village.
American literature is of interest to the French – Emily Dickenson's Homestead, the Mark Twain House, the Eric Carles Museum Picture Book of Art, the William Cullen Bryant Homestead – these literary legends are all of interest.
CityStage/Symphony Hall – let international visitors know about the culture in the area and the ease of access for programming and tickets
Springfield Museums and Dr. Seuss Sculpture Garden
Tell them about the unique festivals: Bright Nights at Forest Park, craft fairs, summer festivals
Basketball is HUGE in Italy – in fact, the Celtics are playing in Rome this fall in some exhibition games. Leverage the Basketball Hall of fame in your promotions to this market segment. Where volleyball & basketball were invented….
You have a great soft adventure – hiking, biking, cross country skiing
They are fascinated with maple sugaring
You have a plethora of traditional New England foods available at the Publick House, the Salem Cross Inn, etc. – and also access to fine dining experiences. And you even have the Chester Hill Winery.
You have hidden treasures that can be promoted– The Titanic Historical Museum, The Armory – can special behind the scenes or VIP tours be created?
You have family fun – six flags, magic wings butterfly conservatory
And you have access to world class colleges & universities to tap into for programming, speakers and tours.
Although international visitors are not big on “American history”, as a living history museum, international visitors are fascinated with the experience of Old Sturbridge Village.
American literature is of interest to the French – Emily Dickenson's Homestead, the Mark Twain House, the Eric Carles Museum Picture Book of Art, the William Cullen Bryant Homestead – these literary legends are all of interest.
CityStage/Symphony Hall – let international visitors know about the culture in the area and the ease of access for programming and tickets
Springfield Museums and Dr. Seuss Sculpture Garden
Tell them about the unique festivals: Bright Nights at Forest Park, craft fairs, summer festivals
Basketball is HUGE in Italy – in fact, the Celtics are playing in Rome this fall in some exhibition games. Leverage the Basketball Hall of fame in your promotions to this market segment. Where volleyball & basketball were invented….
You have a great soft adventure – hiking, biking, cross country skiing
They are fascinated with maple sugaring
You have a plethora of traditional New England foods available at the Publick House, the Salem Cross Inn, etc. – and also access to fine dining experiences. And you even have the Chester Hill Winery.
You have hidden treasures that can be promoted– The Titanic Historical Museum, The Armory – can special behind the scenes or VIP tours be created?
You have family fun – six flags, magic wings butterfly conservatory
And you have access to world class colleges & universities to tap into for programming, speakers and tours.
31. How to Target This Business? Promotions/Partnerships
Training
Trade Shows
Sales Calls
Sales Missions
Communications
So – how do you target this business?
Many travelers are not just looking for deals, but rather high quality of information and access to unique and exceptional experiences.
Make promotional and collateral materials available in languages of targeted markets;
Training Missions: Training missions are educational for travel agents who are selling a particular product. A group of professionals from a region will “educate/train” them on the product so that they can sell it better direct to the consumer.
Obviously, media advertising and International Trade Show attendance are 2 traditional options. However, covering the 13 Western European Countries alone could prove expensive as advertising and trade show attendance attracts just a small percentage of the potential buyers that you’re looking for.
And, as with domestic business, telephone and face to face sales calls in targeted markets help to qualify the true potential that a buyer has to bring business to your destination or use your service or hotel.
Trade Shows: Trade shows are open market forums where travel industry professionals collect information about destinations and meet with hotels, attractions and other travel services.
Sales Missions: Sales missions consist of a series of individual meetings with international tour operators and travel professionals from a particular market. These meetings provide hotels, attractions, and other travel services with the opportunity to meet tour operators and other travel professionals and develop business relationships.
So all of these tactics, when integrated, will help you build business from the international market segments.
So – how do you target this business?
Many travelers are not just looking for deals, but rather high quality of information and access to unique and exceptional experiences.
Make promotional and collateral materials available in languages of targeted markets;
Training Missions: Training missions are educational for travel agents who are selling a particular product. A group of professionals from a region will “educate/train” them on the product so that they can sell it better direct to the consumer.
Obviously, media advertising and International Trade Show attendance are 2 traditional options. However, covering the 13 Western European Countries alone could prove expensive as advertising and trade show attendance attracts just a small percentage of the potential buyers that you’re looking for.
And, as with domestic business, telephone and face to face sales calls in targeted markets help to qualify the true potential that a buyer has to bring business to your destination or use your service or hotel.
Trade Shows: Trade shows are open market forums where travel industry professionals collect information about destinations and meet with hotels, attractions and other travel services.
Sales Missions: Sales missions consist of a series of individual meetings with international tour operators and travel professionals from a particular market. These meetings provide hotels, attractions, and other travel services with the opportunity to meet tour operators and other travel professionals and develop business relationships.
So all of these tactics, when integrated, will help you build business from the international market segments.
32. Promotions & Partnerships Identify potential partners
Seek, establish & maintain contacts with travel trade companies
Identify non-traditional partners One of the most effective ways to leverage existing funds and combine resources to promote the destination is to partner with other companies who have similar goals and objectives. There are opportunities to partner with consumer products, colleges & universities, hotels, cultural attractions, airlines and more.
Partnerships can be formed for the purpose of sharing costs on a direct mail piece to a consumer, for educational visits to a region, or to create a promotion that would not have taken place if it was to be done independently
Identify potential partners in the visitor industry that can assist in promoting and marketing the destination
Proactively seek, establish and maintain contacts with travel trade companies
Identify non-traditional partners – credit cards, consumer products, other tourism organizations for two stop visits
Keds promotion
Harrods Promotion
Mac Promotion
Sam Adams Beer Promotion
North America Travel Services – advertise, but needs to be tied to accountability
Airline promotions – in-flight magazine, enter to win trip, etc.
Developing partnerships is the best way to leverage marketing resources – dollars and time, and generate the greatest return on investment.
Remember – they are not just traveling to your region – they are traveling for 8 hours and will want to see more than what is within a 30 mile radius of the airport. Show them that you understand that and put together programs that will help them have an overall experience. You do this by partnering.
Identify potential partners in the cultural community and hospitality industry that can assist you in packaging and marketing.
Collaborate with other partners (arts, history, heritage attractions, restaurants, hotels, etc) to develop themed trails, packages or activities of interest to international travelers.
Establish partnerships with lodging establishments – work with the hospitality industry to create special packages, suggested itineraries and information packets for front line staff.
Participate in international marketing programs sponsored by the CVB, MOTT, DNE and others. Add these organizations to your press list and send them information on a regular basis so that they can be promoting you on a regular basis.
One of the most effective ways to leverage existing funds and combine resources to promote the destination is to partner with other companies who have similar goals and objectives. There are opportunities to partner with consumer products, colleges & universities, hotels, cultural attractions, airlines and more.
Partnerships can be formed for the purpose of sharing costs on a direct mail piece to a consumer, for educational visits to a region, or to create a promotion that would not have taken place if it was to be done independently
Identify potential partners in the visitor industry that can assist in promoting and marketing the destination
Proactively seek, establish and maintain contacts with travel trade companies
Identify non-traditional partners – credit cards, consumer products, other tourism organizations for two stop visits
Keds promotion
Harrods Promotion
Mac Promotion
Sam Adams Beer Promotion
North America Travel Services – advertise, but needs to be tied to accountability
Airline promotions – in-flight magazine, enter to win trip, etc.
Developing partnerships is the best way to leverage marketing resources – dollars and time, and generate the greatest return on investment.
Remember – they are not just traveling to your region – they are traveling for 8 hours and will want to see more than what is within a 30 mile radius of the airport. Show them that you understand that and put together programs that will help them have an overall experience. You do this by partnering.
Identify potential partners in the cultural community and hospitality industry that can assist you in packaging and marketing.
Collaborate with other partners (arts, history, heritage attractions, restaurants, hotels, etc) to develop themed trails, packages or activities of interest to international travelers.
Establish partnerships with lodging establishments – work with the hospitality industry to create special packages, suggested itineraries and information packets for front line staff.
Participate in international marketing programs sponsored by the CVB, MOTT, DNE and others. Add these organizations to your press list and send them information on a regular basis so that they can be promoting you on a regular basis.
33. Training Training of local visitor industry
Agent & travel planner training
Educational Trips Training of local visitor industry
How to market
Where opportunities are, etc
It is important to develop and implement training programs for agents and travel planners. Training on the destination is an integral part of direct sales.
In an effort to achieve and maintain top of mind awareness of the destination with tour operators, travel agents and travel press, there will should be a multi-pronged program implemented.
Create list of travel agencies and tour operators who will provide the largest and swiftest return on investment
Conduct training sessions with these companies, in market
Training of local visitor industry
How to market
Where opportunities are, etc
It is important to develop and implement training programs for agents and travel planners. Training on the destination is an integral part of direct sales.
In an effort to achieve and maintain top of mind awareness of the destination with tour operators, travel agents and travel press, there will should be a multi-pronged program implemented.
Create list of travel agencies and tour operators who will provide the largest and swiftest return on investment
Conduct training sessions with these companies, in market
34. Educational Trips Select dates well in advance
Offer preliminary itinerary
Limit tours to 4 – 8 participants
Separate Tour Operators & Travel Agents
Only meet with interested suppliers
Arrange a cross-sectional review of the area
Arrange for marketplaces
Travel with the group
Follow-up
Run educational visits for tour operators and travel agents
Educational Trips: Also known as Fam or Familiarization trip – are short trips designed to acquaint tour operators, media and travel industry professionals with a destination. The tours generally follow set itineraries and include accommodations, admission to attractions/events and transportation.
The primary reason for hosting an educational visit, or product inspection tour is to provide on-site inspection and firsthand knowledge and experience of the product to the travel agent and tour operators.
As this should be an integral part of your promotional strategy I’d like to give you a few highlights about educational trips. I know you’ve been doing them for years with the state and the region, but if you’re reaching out on your own, here are a few things to consider:
Select dates well in advance, taking into consideration foreign holidays and other major international promotions.
Tour operators and travel agents have busy schedules and require lots of advance notice to plan their trips.
Offer a preliminary itinerary to give them an idea of the product they could offer.
Also advise them of planned activities, climate conditions and any dress restrictions so that they can plan their travel wardrobe accordingly.
Remember that they’ll be tired when they arrive – it’s 6 hours later for them – so although they eat dinner later than us, don’t make it too late the first night
Work with the various partners to host the trip.
Small tours are more effective than a larger ones
Decide what type of trip you want to conduct – Travel Agents or Tour Operators
NEVER MIX Travel agents with tour Operators
The specialized needs of each group makes it impractical to mix them – for example – tours for travel agents would benefit those at the junior level who deal on a day to day basis with clients, while tours for tour operators/wholesalers would be planned to interest senior level personnel who are empowered to negotiate on behalf of their companies.
Don’t send tour operators to properties who won’t give them allocations and rates. It’s nice that you want them to have a good experience but they are there to find new product.
Don’t send travel agents to properties not included in tour operator programs. They are there to learn about what they can sell to their client.
Arrange a variety of activities, functions, tours and inspections that will provide a cross-sectional review of the area – be sure to include facilities and services of interest both to the budget conscious and affluent traveler.
In order to most effectively utilize the limited time that participants will have in the area, run a marketplace between major travel product suppliers in the area and the international travel planners. A two or three hour gathering where one on one seller/buyer discussions can be held would likely prove beneficial and education to all of the parties involved.
Travel with the group – whether you have 8 writers or one. You want a consistent guide to make sure your message is getting across and that everyone is saying the right thing. I have been in situations before where I’ve gone with the media to a restaurant and the wait staff tries to be nice and informative but has all the facts wrong – and I’ve been there to correct it.
Follow-up with them to make sure they have everything they need.
And follow-up to see how it went for them – do an evaluation form for their comments.
Run educational visits for tour operators and travel agents
Educational Trips: Also known as Fam or Familiarization trip – are short trips designed to acquaint tour operators, media and travel industry professionals with a destination. The tours generally follow set itineraries and include accommodations, admission to attractions/events and transportation.
The primary reason for hosting an educational visit, or product inspection tour is to provide on-site inspection and firsthand knowledge and experience of the product to the travel agent and tour operators.
As this should be an integral part of your promotional strategy I’d like to give you a few highlights about educational trips. I know you’ve been doing them for years with the state and the region, but if you’re reaching out on your own, here are a few things to consider:
Select dates well in advance, taking into consideration foreign holidays and other major international promotions.
Tour operators and travel agents have busy schedules and require lots of advance notice to plan their trips.
Offer a preliminary itinerary to give them an idea of the product they could offer.
Also advise them of planned activities, climate conditions and any dress restrictions so that they can plan their travel wardrobe accordingly.
Remember that they’ll be tired when they arrive – it’s 6 hours later for them – so although they eat dinner later than us, don’t make it too late the first night
Work with the various partners to host the trip.
Small tours are more effective than a larger ones
Decide what type of trip you want to conduct – Travel Agents or Tour Operators
NEVER MIX Travel agents with tour Operators
The specialized needs of each group makes it impractical to mix them – for example – tours for travel agents would benefit those at the junior level who deal on a day to day basis with clients, while tours for tour operators/wholesalers would be planned to interest senior level personnel who are empowered to negotiate on behalf of their companies.
Don’t send tour operators to properties who won’t give them allocations and rates. It’s nice that you want them to have a good experience but they are there to find new product.
Don’t send travel agents to properties not included in tour operator programs. They are there to learn about what they can sell to their client.
Arrange a variety of activities, functions, tours and inspections that will provide a cross-sectional review of the area – be sure to include facilities and services of interest both to the budget conscious and affluent traveler.
In order to most effectively utilize the limited time that participants will have in the area, run a marketplace between major travel product suppliers in the area and the international travel planners. A two or three hour gathering where one on one seller/buyer discussions can be held would likely prove beneficial and education to all of the parties involved.
Travel with the group – whether you have 8 writers or one. You want a consistent guide to make sure your message is getting across and that everyone is saying the right thing. I have been in situations before where I’ve gone with the media to a restaurant and the wait staff tries to be nice and informative but has all the facts wrong – and I’ve been there to correct it.
Follow-up with them to make sure they have everything they need.
And follow-up to see how it went for them – do an evaluation form for their comments.
35. Trade Shows/Sales Missions International Pow Wow
Las Vegas, June 1 - 4, 2008
Discover New England
Tourism Summit & International Marketplace
Hartford, March 2008
Sales & Training Missions to Netherlands, France, Germany
Dates TBD
ITB
Berlin, March 5 – 9, 2008
Massachusetts Office of Travel & Tourism
It is important to have a presence at tradeshows and sales missions.
Presence at these shows and on missions aids in maintaining and growing market share.
Harraseeket Case Study
This is how you can prepare
A tour operator doesn’t want to sell what other tour operators are selling – they want something to make them unique – so can you make your product different for each operator?
Develop a series of suggested itineraries – 1 – 3 – 7 days.
Have themes and seasons
Include where to overnight
Where to eat
Distances along the way
Full contact info
Create photo books -- it’s true that a picture is worth 1000 words --- with photo books you can help the tour operator visualize the product you have available.
It is important to have a presence at tradeshows and sales missions.
Presence at these shows and on missions aids in maintaining and growing market share.
Harraseeket Case Study
This is how you can prepare
A tour operator doesn’t want to sell what other tour operators are selling – they want something to make them unique – so can you make your product different for each operator?
Develop a series of suggested itineraries – 1 – 3 – 7 days.
Have themes and seasons
Include where to overnight
Where to eat
Distances along the way
Full contact info
Create photo books -- it’s true that a picture is worth 1000 words --- with photo books you can help the tour operator visualize the product you have available.
36. Communications Press releases
Cross industry communication
Website
E-mail marketing
Blogs
Collateral
Advertising
Educational Trips
You can undertake International Public Relations either in house or through an International Tourism Public Relations specialist located in the markets you’re targeting for business. This will build awareness for your destination or product.
But make sure you’re sending your press releases to your partners as they might be talking to people that you’re not and it makes sense for everyone to be as educated as possible on what is new in the area.
Set schedules for marketplaces where the tourism and cultural communities can meet and exchange ideas.
Increasingly, buyers are turning to the web. However, you can’t expect your website to attract business just by hoping clients "surf" the web. You have to drive the international business to your destination or service through a variety of tools, just as you would domestic business – but it can sometimes require a little more work.
Provide information on weather, shopping, nightlife, food, on the website. Include suggested itineraries and themed vacations.
Include a list of tour operators who are featuring your product with an analysis of the product featured according to lifestyles and regions
Link to other sites for additional information that the international visitor might find useful
Pursue an online advance ticket purchase strategy to assist cultural institutions
As in the United States, Email marketing is increasingly popular and inexpensive overseas– newsletters, etc….but rarely works in isolation
Generate interest through Blogs.
Collateral – create a complete calendar listing with brief descriptions. Update it quarterly, list it on the website and send it to tour operators, travel agents and international media.
Compile suggested itinerates – trails, hidden treasures, highlights that can be posted on the web and distributed twice a year to interested parties.
Create a small brochure in multiple languages to be used as a fulfillment piece.
Create a series of guides/presentations to give to the travel trade to aid them in the selling of the destination.
Create cd-rom guides that list, by theme, region and organization segments such as: culture, shopping, garden, soft adventure, golf, etc. Include a list of companies, suggested theme itineraries, trails and other highlights. Make information available on the web as well as hard copies.
Advertising can get very expensive. If you do it, remember, it should be in the language of the market that you’re in, however, it is not on my list of critical things you need to do – particularly with the exchange rate – in order to attract visitors. If any advertising is done, I would do it as part of promotions and partnershipsYou can undertake International Public Relations either in house or through an International Tourism Public Relations specialist located in the markets you’re targeting for business. This will build awareness for your destination or product.
But make sure you’re sending your press releases to your partners as they might be talking to people that you’re not and it makes sense for everyone to be as educated as possible on what is new in the area.
Set schedules for marketplaces where the tourism and cultural communities can meet and exchange ideas.
Increasingly, buyers are turning to the web. However, you can’t expect your website to attract business just by hoping clients "surf" the web. You have to drive the international business to your destination or service through a variety of tools, just as you would domestic business – but it can sometimes require a little more work.
Provide information on weather, shopping, nightlife, food, on the website. Include suggested itineraries and themed vacations.
Include a list of tour operators who are featuring your product with an analysis of the product featured according to lifestyles and regions
Link to other sites for additional information that the international visitor might find useful
Pursue an online advance ticket purchase strategy to assist cultural institutions
As in the United States, Email marketing is increasingly popular and inexpensive overseas– newsletters, etc….but rarely works in isolation
Generate interest through Blogs.
Collateral – create a complete calendar listing with brief descriptions. Update it quarterly, list it on the website and send it to tour operators, travel agents and international media.
Compile suggested itinerates – trails, hidden treasures, highlights that can be posted on the web and distributed twice a year to interested parties.
Create a small brochure in multiple languages to be used as a fulfillment piece.
Create a series of guides/presentations to give to the travel trade to aid them in the selling of the destination.
Create cd-rom guides that list, by theme, region and organization segments such as: culture, shopping, garden, soft adventure, golf, etc. Include a list of companies, suggested theme itineraries, trails and other highlights. Make information available on the web as well as hard copies.
Advertising can get very expensive. If you do it, remember, it should be in the language of the market that you’re in, however, it is not on my list of critical things you need to do – particularly with the exchange rate – in order to attract visitors. If any advertising is done, I would do it as part of promotions and partnerships
37. Educational Trips Select dates well in advance
Offer preliminary itinerary
Limit tours to 4 – 8 participants
Don’t mix film crews with print/radio journalists
Don’t mix media with tour operators or travel agents
Travel with the group
Have press kits available
Follow-up Educational trips for media help increase public awareness of a destination by offering writers, photographers and broadcasters the opportunity to observe, record and participate in the experiences that the destination has to offer visitors. As this should be an integral part of your promotional strategy I’d like to give you a few highlights about media trips. I know you’ve been doing them for years with the state and the region, but if you’re reaching out on your own, here are a few things to consider:
Select dates well in advance, taking into consideration foreign holidays and other major international promotions.
Travel media have busy schedules and require lots of advance notice to plan their trips.
Remember that productive journalists are in constant demand.
Offer a preliminary itinerary to give them an idea of the stories they could write about.
Also advise them of planned activities, climate conditions and any dress restrictions so that they can plan their travel wardrobe accordingly.
Remember that they’ll be tired when they arrive – it’s 6 hours later for them – so although they eat dinner later than us, don’t make it too late the first night
Work with the various partners to host the trip.
Small tours are more effective than a larger ones
Don’t mix film crews with print/radio journalists as they have different needs and operate on a different time schedule.
Don’t mix media with tour operators or travel agents unless they are doing a trade piece on “a day in the life of an agent” or something like that.
Travel with the group – whether you have 8 writers or one. You want a consistent guide to make sure your message is getting across and that everyone is saying the right thing. I have been in situations before where I’ve gone with the media to a restaurant and the wait staff tries to be nice and informative but has all the facts wrong – and I’ve been there to correct it.
Have press kits available or follow-up with them. If they have a huge stack after the trip, offer to mail them back.
Follow-up with them to make sure they have everything they need.
And follow-up to see how it went for them – do an evaluation form for their comments.
Ask for tear sheets or other examples of stories when they appear
NOW – If they’re contacting you for a trip –
Ask for credentials Ask for an assignment letter Ask for the value of coverage that will be generated
If it all checks out, follow the about steps – but know that if they are on assignment, and they are legitimate, they will have a minimal budget to spend.
Educational trips for media help increase public awareness of a destination by offering writers, photographers and broadcasters the opportunity to observe, record and participate in the experiences that the destination has to offer visitors. As this should be an integral part of your promotional strategy I’d like to give you a few highlights about media trips. I know you’ve been doing them for years with the state and the region, but if you’re reaching out on your own, here are a few things to consider:
Select dates well in advance, taking into consideration foreign holidays and other major international promotions.
Travel media have busy schedules and require lots of advance notice to plan their trips.
Remember that productive journalists are in constant demand.
Offer a preliminary itinerary to give them an idea of the stories they could write about.
Also advise them of planned activities, climate conditions and any dress restrictions so that they can plan their travel wardrobe accordingly.
Remember that they’ll be tired when they arrive – it’s 6 hours later for them – so although they eat dinner later than us, don’t make it too late the first night
Work with the various partners to host the trip.
Small tours are more effective than a larger ones
Don’t mix film crews with print/radio journalists as they have different needs and operate on a different time schedule.
Don’t mix media with tour operators or travel agents unless they are doing a trade piece on “a day in the life of an agent” or something like that.
Travel with the group – whether you have 8 writers or one. You want a consistent guide to make sure your message is getting across and that everyone is saying the right thing. I have been in situations before where I’ve gone with the media to a restaurant and the wait staff tries to be nice and informative but has all the facts wrong – and I’ve been there to correct it.
Have press kits available or follow-up with them. If they have a huge stack after the trip, offer to mail them back.
Follow-up with them to make sure they have everything they need.
And follow-up to see how it went for them – do an evaluation form for their comments.
Ask for tear sheets or other examples of stories when they appear
NOW – If they’re contacting you for a trip –
Ask for credentials Ask for an assignment letter Ask for the value of coverage that will be generated
If it all checks out, follow the about steps – but know that if they are on assignment, and they are legitimate, they will have a minimal budget to spend.
38. Measurement Web Hits
Value of media coverage
Partnerships
Co-op value
Tour operator product available
Number of visitors Create measurement tools where possible
WebHits
Media Value of press coverage
Partnerships developed – numbers increased?
Co-op value – dollars leveraged
Number of visitors book as a direct result of program (special code)
Increase in tour operators offering product
By having an accurate measurement, you’ll be able to justify the expense until the numbers start paying offCreate measurement tools where possible
WebHits
Media Value of press coverage
Partnerships developed – numbers increased?
Co-op value – dollars leveraged
Number of visitors book as a direct result of program (special code)
Increase in tour operators offering product
By having an accurate measurement, you’ll be able to justify the expense until the numbers start paying off
39. Next Steps Choose markets
Decide on partners
Develop product
Find out who can help you
Sell, sell, sell
Evaluate the customer experience Choose your markets, demographics and who it is you really want to target
Decide on who you want to partner with – not just here but in the region (Mid-town & Killington)
Research who can help you spread the word – Tour operators, travel agents, CVB’s, DNE, MOTT, Global Sales Offices, other private sector
Get out there and sell, sell, sell
Evaluate the customer experience
Keep it moving.Choose your markets, demographics and who it is you really want to target
Decide on who you want to partner with – not just here but in the region (Mid-town & Killington)
Research who can help you spread the word – Tour operators, travel agents, CVB’s, DNE, MOTT, Global Sales Offices, other private sector
Get out there and sell, sell, sell
Evaluate the customer experience
Keep it moving.
40. For More Information
www.openthedoor.biz
cpappas@openthedoor.biz
You can find a copy of my presentation on our website at:
www.openthedoor.biz
And here is my email if you need any other info from me.
I’d be happy to answer any questions you have nowYou can find a copy of my presentation on our website at:
www.openthedoor.biz
And here is my email if you need any other info from me.
I’d be happy to answer any questions you have now
