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Marketing sustainable tourism packages

Marketing sustainable tourism packages. Guatemala Ciudad 10 septiembre, 2009 Presentación de Marie-Andrée Delisle, M.Sc. Consultora en desarrollo turistico www.madelis.com. www.madelis.com. The overall packaging process. Investigate Initiate. Deliver & evaluate.

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Marketing sustainable tourism packages

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  1. Marketing sustainable tourism packages Guatemala Ciudad 10 septiembre, 2009 Presentación de Marie-Andrée Delisle, M.Sc. Consultora en desarrollo turistico www.madelis.com

  2. www.madelis.com The overall packaging process • Investigate • Initiate Deliver & evaluate Findtheme and partners Choose distribution channels Create the package Plan marketing strategies and budget Price the package - Test the package

  3. www.madelis.com The basic elements of marketing • Pre-requisites: • Does your package reflect sustainable or distinctive aspects? • Do you have solid written agreements with your partners? • Is your marketing going to be ‘ethical’? • When should you schedule the promotion of your package ? • The basic elements: WHAT - TO WHOM - WITH WHOM – HOW

  4. www.madelis.com MARKETING WHAT? • Use your packaging to differentiate your business from your competition • Have a competitive selling price with value-added elements, to come up with an interesting quality-price ratio • Adjust your marketing strategies: • To reflect the sustainability /exclusive aspect of the experience • To reflect your clients’ interests

  5. www.madelis.com MARKETING TO WHOM? • What is your target market? • Trends, surveys, statistics, reports, market segments, etc. + Business watch • Segments of travelers by profile, by theme • The trade: tour operators, travel agencies • How will you choose your markets? • The Ansoff matrix • The Push-pull strategy • The Product/Market match

  6. www.madelis.com The Ansoff Matrix

  7. www.madelis.com The PUSH – PULL Strategy

  8. www.madelis.com The market /product match :an example

  9. www.madelis.com MARKETING WITH WHOM • With partners: On their websites, on their printed material • With the support of organisations for co-branding purposes: Tourist Board, The International Ecotourism Society, Rainforest Alliance, Sustainable Travel, etc./ logos and hyperlinks • With the sales intermediates • With your staff • With all organisations promoting the destination

  10. www.madelis.com HOW: Strategy of the 4 +1 Ps’ Defining theProduct: creating the packagedexperience to match with a targetmarket Pricing the package : • Averagepricing • Higher range pricing • Competitivepricing Promoting the package : partners, tools, media, etc. ‘Placing’ the package, usingtraditional and non-traditional distribution channels People! Visitors, employees, partners, host community

  11. www.madelis.com 4 P + 1 http://www.netmba.com/marketing/mix/

  12. www.madelis.com HOW: what tools? • Email; Website (bilingual); Skype.com • Downloadable package flyer • Professional photos; DVD; short video • Joint marketing programs • Presentation kits for marketplaces/trade shows • Local and international media/public relations planning(press kits, press releases to write; media contacts to collect) • Press relations follow-up + press review

  13. www.madelis.com HOW: Promoting… • There is no promotion if there is no communication! • Review your website • Educate your staff; educate your clients about your sustainable practices • Participate in Webinars, in green lists , in forums – see http://forum.planeta.com • Participate in press tours – have press kits ready with dynamic professional photos

  14. www.madelis.com …Promoting • Define and promote your best practices on sustainable / green tourism forums, on your website, to your clients, to your partners, to your tourist board, to your sales intermediates See Guide for Sustainable Tourism Best Practices from Rainforest Alliance : http://tinyurl.com/nchmq7 • Email press releases and put them with photos on your website + Flickr + YouTube • One word about advertising …

  15. www.madelis.com HOW: Commercializing… • The traditional distribution channels: • The regional/national tour operators / travel agencies • The international tour operators • Trade shows, marketplaces : get to know about your buyers beforehand • Sales reps, staff, concierges, taxis, guides, etc.

  16. www.madelis.com … Commercializing • The non-traditional distribution channels: • E-marketing: Personalized emails, promotions via email opt-in, press releases, photos, videos, hyperlinks, forum, blog + key words and search engine optimization; skype.com • Social media: Facebook.com, Twitter.com, Flickr.com, Youtube.com, etc. • Listings: • On TripAdvisor (http://tinyurl.com/mj658v) • on Google Map, Google AdWords, etc.

  17. www.madelis.com HOW: Budgeting • Budgeting your marketing strategies and timeline is a key factor • Evaluate the cost of your promotional tools and of your website (design, writing, translation, up-dating and maintenance) • Choose the most suitable marketplaces and / or trade shows that will match your target market • Share with other partners and with the national tourist board to attend those events

  18. www.madelis.com HOW: Evaluating • Have you Googled your business? • Have you checked on Trip Advisor? • Do you measure your clients’ satisfaction apart from a ‘comment card’ ? How often? • How do you measure the degree of success of your marketing strategies ? • Which performance indicators have you selected? Do they include financial, environmental and social performances?

  19. www.madelis.com Performance indicators • Some examples: • Client inquiry by email • Client inquiry via your website • Conversion from information request to booking • Website data analysis – get it for free: http://www.google.com/analytics/tour.html • Occupancy rate or number of visitors increase or decrease • Referrals, etc.

  20. www.madelis.com Key elements • Strive for excellent service on all aspects of the package, before, during and after the experience • Look for the WOW and for a positive word-of-mouth • Deliver what you have promised • No ‘greenwashing’ or GINO (green in name only) • Under-sell, over-deliver ! Buena Suerte !

  21. www.madelis.com Preguntas ? Le agradezco muy sinceramente su generosa atención!

  22. www.madelis.com References Useful websites: Networks and associations: • The International Ecotourism Society (TIES) - Uniting Conservation, Communities and Sustainable Travel • For info and membership: http://tinyurl.com/nx8d9m • Your Travel Choice Blog: http://www.yourtravelchoice.org/ • Ad of Service Summit event on TIES website www.ecotourism.org/site/c.orLQKXPCLmF/b.4835333/k.B6C5/News.htm • Rainforest Alliance: www.rainforest-alliance.org • + Monthly updates newsletters: www.rainforest-alliance.org/news.cfm?id=publications • + Sustainable Trips for a Better Future : www.rainforest-alliance.org/tourism/sustainable_trips • UN World Tourism Organisation on Sustainable Tourism: www.world-tourism.org/frameset/frame_sustainable.html • Comiturs: http://www.export.com.gt/Portal/Home.aspx?sub=Turismo • Guatemala Green: http://www.guatemalagreen.com/

  23. www.madelis.com References • USTOA (United States Tour Operators Ass.): www.ustoa.com/pressroom/newsreleases/ecotourism.html • Tour Operators Initiative (TOI) or Responsible Tourism: http://www.toinitiative.org/ • REDTURS : Red de Turismo Communitario de America Latina: http://www.redturs.org/nuevaes/articulo1.php?ca_codigo=9&home=1 • Asociacion panamena de turismo sostenible: http://www.aptso.org/english/ • National Geographic Centre for Sustainable Destinations: http://www.nationalgeographic.com/travel/sustainable/professionals.html • Boletin Turistico: www.boletin-turistico.com • The International Centre for Responsible Tourism: www.icrtourism.org • Green Maps: www.greenmaps.org • The Nature Conservancy: www.nature.org • Voluntary Initiatives for Sustainable Tourism (VISIT): www.visit21.net

  24. www.madelis.com References Listings : • Accommodation listings on Trip Advisor: http://www.tripadvisor.com/pages/getlisted_hotel.html • Listings on the Eco-Index Sustainable Tourism website: http://eco-indextourism.org/en/home Tools: • Eco certification Self-assessment tool – Sustainable Travel International:http://www.sustainabletravelinternational.org/documents/sustainabletourismcertification_howtoapply.html • Global Tourism Criteria - Sustainable Travel International : http://www.sustainabletourismcriteria.org/index.php?option=com_content&task=view&id=58&Itemid=188 • Rainforest Alliance: Guide for sustainable tourism best practices: http://www.rainforest-alliance.org/tourism.cfm?id=guide • Tour Operators Good Practices: http://www.toinitiative.org/index.php?id=48 • Certification for Sustainable Tourism: www.turismo-sostenible.co.cr • The Virtual Marketing Service for Sustainable Tourism: www.greentravelmarket.info + Criteria for tour operators: ttp://tinyurl.com/moy2mk

  25. www.madelis.com References Green lists: • Green Travel: green-travel-subscribe@yahoogroups.com • TerraCurve.com • Planeta.com – Global Journal of Practical Ecotourism • VISION on Sustainable Tourism [travelmole-wire@travelmole.net] Various examples: • Example of Basic package + extensions : http://downloads.raileurope.com/brochure/latin_america/guatemala.pdf • Example from a hotel: Discover Copan Ruins http://www.hotelmarinacopan.com/package_offers.htm • GORP Travel – Itineraries and choice of theme http://gorptravel.away.com/xnet/one-product.tcl?product_id=118254 • Example of Adventure Package: http://www.greencostarica.com/in_pa001.html#todo • Example of Port Moresby River Adventure: http://www.em.com.pg/PNG/emtours/itineraries/EM19%20TAURI%20RIVER%20ADVENTURE.htm

  26. www.madelis.com References • Example from a tour operator: Eco-Circuitos Panama http://www.ecocircuitos.com/index.php?option=com_content&task=view&id=106&Itemid=38 • Canadian tour operator GAP Adventures Packages in Central America: http://tinyurl.com/nxwe3j • Example of an eco-sustainable lodge in Ecuador: http://eco-indextourism.org/mantaraya_ec_en • Example of a lodge involving the community: http://eco-indextourism.org/en/takalik_maya_lodge_gt_en • The InterContinental hotels and National Geographic Geotourism initiatives: www.terracurve.com …. http://tinyurl.com/lsejlu • US TRAVEL & AMERICAN EXPRESS website: http://www.travelgreen.org/ • Co-branding examples: http://www.haciendachichen.com/activities.htm • Responsible travel holidays website : http://www.responsibletravel.com – see menu on left side • Philanthropy tourism: http://www.travelersgivingback.org • Carbon offsets website: http://www.carbonoffsets.org • Volunteer tourism, EcoResorts, Extreme Adventure, Active Boomers – see top menu: www.away.com

  27. www.madelis.com References • GO Green Traveler / Travel Tips for the Eco-Conscious Traveler: http://gogreentravelgreen.com/green-travel-101/responsible-travel-vs-eco-friendly-travel/ • Rosalie Community Ecolodge: http://www.rosalieforest.com/rates_packages__community.php • Community Tours: www.alltournative.com Packages: • 8 day/7 night Package with itinerary: http://www.mexicoculturaltours.com/our_tours/yucatan_travel_package.html • Hotel Package, minimum 3 nights: http://www.hotelcasavelas.com/html/canopy-adventures-puerto-vallarta-mexico-pkg.asp • One-day Mayan Encounter Package: http://www.alltournative.com/tours-products/maya-encounter • La Victorine Inn – choice of packages: http://www.quebecfinestinns.com/inn-hotel-quebec/packages-les-victorines-du-lac-257_ang.cfm • Packaged tours to Guatemala: http://www.latinamericacollection.com/packages/savor_guatemala_holiday.html • Packages for women: http://www.northernedgealgonquin.com/

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