Sell Your Region
Chris Adema | 5 July 2006 |
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Every vacation begins with a mental image of warm sandy beaches, snow capped mountains, bright city lights, or the rolling hills of wine country. Each vacation starts with the dream of a travel destination. It is the destination, or rather the impression of a destination, that people are seeking as they plan their much needed escape. Most often, it is not the lodging that travelers are drawn to, but the region in which the lodging exists. Few go to New York City to stay at a hotel; rather, they stay at a hotel while visiting New York City. In trying to draw guests, it is paramount to align yourself with the region in which you are located. You need to sell your accommodations - hotel, motel, bed and breakfast, or inn - by selling your locale. Consider using the following marketing tips to market your travel destination.
Although your tourism website should certainly describe accommodations and amenities with great clarity, it should also be resource for describing the surrounding area and marketing the travel destination. The fact that you just painted the walls and purchased new sheets may be a source of pride for you, but website visitors researching their travel destination simply don’t care. They want to read about the great restaurant next door, beaches around the corner, majestic views from the balcony, and how quaint and unique the local shops are. Your site should eloquently describe and have relevant links to these surrounding businesses and activities. Give travel website visitors what they want, and you will be successful.
Consider creating affiliations with local restaurants, businesses, and services. Especially in a highly competitive area, many businesses will be happy to offer discounts for regular referrals. Then, build packages around these business relations and offer to schedule the activities for your guests. Convenience sells - utilize it! Create a dinner and sleigh ride package, a stay and ski package, a massage and brunch package; whatever works! If a website visitor can plan an entire travel vacation from your site, bookings will soar and referrals will come flooding in.
Each region and travel destination has a brand image of sorts. Mexico stirs visions with sun, surf, and palm trees. Italy induces dreams of cobble stone streets, wine, and romance. No one thinks of budget lodging while daydreaming about Aspen. Your brand image must be aligned with your greater regional image. Failing to do so will certainly be costly in missed bookings.
Chris Adema - Blizzard Internet Marketing, Inc.
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July 23rd, 2006 at 12:08 pm
Excellent article. As vacationers we seek out a region for various reasons and as those reasons change, usually so do the regions.
Thank you for pointing out that a vacation is far more than the lodging accommodations provided and the courtesy provided by the staff.
Parker