Summer Tourism Ideas
July 2010
Many tourism locales see the summer months as high season. Prices rise, at times the service is a bit less, and many tourism attractions, hotels, restaurants or transportation systems know that the summer’s receipts will determine the success or failure of the entire year. Furthermore, many locales take the position that once spring has passed, marketing may be a waste of time, as summer vacation plans have already been made. Certainly some areas of the world are heavily dependent on the summer traffic patters. For example, many beach communities (especially those located in cooler climates) may receive up to 90% of their gross revenues from summer sales. Even non-beach resort locations see the summer as a time of great opportunity. For example, urban areas may view the summer as a time when local residents flee to cooler climates, but may also benefit from visitors seeking a cultural experience (especially with their children) at a time when big city life may be a bit less scary. This summer may also be a challenging one for many locales. The economy is still shaky in many parts of the world, and some people may simply put off a summer vacation or skip this year’s vacation. To help you prepare for summer and turn the year into a great season here are a several ideas;
Tout Being Affordable. No matter where you are realize that people will be looking for bargains this summer. Push everything from summer coupon books to places where one can spend a bit less. Be careful not to push too hard, as that can drive down prices to the point that local tourism agencies cannot afford to stay in business. The trick is to give value mixed with good service. In fact in a down economy service becomes an all-important aspect. Our guests, many of whom are struggling to afford a vacation, do not want to feel that they are anything but honored guests.
- Teach all front line people to smile! Closely related to good service is a sense of caring and an open friendly attitude. This is the year to remind all front line people that no job is ever guaranteed. We have to earn our jobs with each guest. All too often the tourism experience has been anything but joyous. There is no better advertising or marketing campaign than a friendly smile.
- Do not be afraid of visitors from another country. Follow currency exchange rates, for example, if the euro is expensive against the dollar than Europeans tend to flock to the USA. If however, there is a rise in the value of the dollar, Americans may return to Europe. Remember foreign travelers tend to spend a lot more money in a locale than does the local population. The trick is to make their travel as easy as possible. Offer easy locations in which they can exchange money, print multi-lingual maps and guides and encourage restaurants to have menus in more than one language.
- Do not be afraid to promote the long weekend. Not everyone may be able to afford in both time and money a two -four week vacation. These people may be looking for weekend get-aways that start on Friday and end on Monday evening. The other alternative is to have creative midweek special. A may prefer to sell its rooms at 50% or the rack rate than not at all. If the economy is shaky, then focus on attracting people from nearby states.
- Be creative in offering not only stress-free summer vacations but also distressing vacations. The current economic situation has placed a great deal of stress on lots of people. Think through how you can facilitate hotel check-in and out, help people to locate locations around the community, and not get lost. One of the reasons that people are often stressed out after a vacation is that travel is no longer fun; be it in a car, airplane, boat or railroad car. Develop ways to make your transportation terminals feel more “homey” and less stress inducing. Do not forget to watch gas prices. While gas prices traditionally rise in the summer months, watch for trends and if they become too expensive use this expense as a creative marketing device.
- Market even in the summer months. Not everyone has made summer plans, and there are always those people who are seeking a last minute get-away. Remember that creative marketing this summer may provide you with a list of potential new customers for next summer. Remember that good service is the best form of marketing. Seek the time when media prices are lowest and then blitz selected markets that may become new niche marketing zones.
- Create a summer marketing web campaign. The web is a great took especially for last minute travelers. Consider such things as:
- Special summer itineraries
- Special summer web specials
- Divide your attractions by style, location and price
- Directions from any place to any point in your locale
- Lists of what is near-by each attraction, from hotels to restaurants to clear rest rooms
