Time for a Smile

Despite the computer age, terminal typos, mangled metaphors, and gruesome grammar are still with us. Here are some favorite gems, fortunately discovered before we went to press, followed by our interpretation in italics.

HOSPITALITY: "This B&B is like stepping back in time to an error of gracious living." No mistake about that. "Superb innkeepers, with warmth, humor, and generous spit." Can't wait to visit. "The manger was most helpful." Especially at Christmas. "Congenital and helpful hosts." Runs in the family. "Every need is anticipated with a snail." No rush though. "Very clean, helpful staff." Yes, they shower daily. "The innkeepers were most ambivalent." On their good days, they're even amiable. "Jane greets you armly and makes you feel at home." Some people call it a hug. "The innkeepers were very hospital and helpful." Restful atmosphere, too. "No smoking. Children welcome in suits." Three-piece? "A way of life that exits no where else." Hospitality provided by Terminal Services?

AND THE FINE PRINT: "Murder mystery weekends, escape packages." Calling all Houdinis! "No smoking. Children over 123." Talk about niche marketing. "Quiet hours, 11 a.m.-8 a.m., strictly enforced." The rest of the time, you can really go wild.. "E-mail address: innkeeper@pixi.coma." But we'd hate to disturb you.

Travel Trends

Peter Yesawich: Sandy Soule of BedandBreakfast.com participated in the Superior Small Lodgings conference in Fort Lauderdale, FL (December 7-10, 2003), and compiled these notes from the presentation made by Peter Yesawich, president and CEO of Yesawich, Pepperdine, Brown & Russell, America's leading marketing, advertising and public relations agency serving travel and leisure-industry clients.

For additional information, read Gary C. Sain's article, Travel Marketing in the 21st Century - A Look Ahead

During the past twelve months, the impact of Internet on travel has vastly increased in terms of importance, because of these converging forces

• Legacy of 9-11; Iraqwarphobia (TM)
• Languishing economy and its effect on buyer behavior
• Evolving demography and social values
• Growing impact of the Internet on distribution

From 2002 to 2003:

• Leisure travel increased 2%, business travel decreased
• Personal car travel increased from 77 to 81%
• Airline travel dropped from 52 to 46%
• Internet traffic to the top ten travel sites added five million active Internet users

General comments:

• Distinction in buying patterns between business & leisure travelers disappearing
• Consumers know it's a buyers market
• Consumers generally visit four websites before making a buying decision
• Amount of anxiety reduces amount of money people are willing to pay for a travel experience

Trends:

1. Slowdown in the pace of our lives desired
2. Renewed interest in family get-togethers on vacation ("togethering") - family reunions, old friends reunions
3. Changing attitudes towards Internet: Perceptions of Internet changed from being a "perfect" medium to functional one; advertising now considered a nuisance. For example, click-through rates from banners has dropped from 5% to ˝%; often better results from snail mail than email; email registry coming soon, like "do not call list"
4. 38% of users willing to pay 20% more for customized products and services
5. 57% of consumers feel the service people they deal with do not care about them or their needs

Affluent attitudes:

• A decade of trading up
• Everyone's a VIP
• Reluctant to relinquish the perks
• And reticent to pay for them!

Travel Intentions:

• 27% planning to spend more vacation time at home next year
• 48% say current economic conditions make it difficult to travel/financial reasons:
• Discretionary income same in 2000 as in 1970, even though average income has doubled.
• Consumer confidence is beginning to rise for first time since breakout of Iraq war.
• Downward Nobility; value is king; The new status symbol-getting a better deal than the guy next to you. "Cheaper is chic-er"

Expectations -- Transparency in pricing drives market:

• 82% agree: I always attempt to negotiate the best rate when making hotel reservations
• 63% of travelers expect a free breakfast
• 84% would be willing to change my reservation if they found less expensive hotel accommodations of the same quality

Travel attitudes:

• 60% would welcome more change & excitement in their life
• 40% are bored with their life
• 60-80% bored with TV, dept store shopping, pro sports
• 75% of Americans say they would like to visit someplace that they have never seen before
• --Wanderlust to try something new

Cruises:

• 53% dream about taking a cruise vacation; 8% have cruised-result is current oversupply of cruise ships, now discounting like crazy
• Cruise business now a competitor for land-based resorts; because of 40% increase in cruise ship inventory

Time-shares:

• Business has becoming more reputable; more people want to "own" their vacation
• 15% want to own time share
• Half the folks who buy, don't use their weeks at the condo they own, but exchange it for another destination

Time poverty:

• Email has increased the length average length of workday by one hour
• 41% don't have enough time; 76% say they need ways to reduce stress
• Result: Growing popularity of spas-more Florida visitors want spas than golf (3 to 1)
• 51% don't have enough vacation time
  • 23% 5+ days
  • 23% 4 nights or less (midweek)
  • 54% weekend trips of 4 nights or less, under 4 days-73% of lodgings are full on Saturdays
Important: Weekend/midweek are different markets, need marketing different strategies.

Multicultural approach to marketing:

• 1 of 5 Americans do not speak English at home
• Half speak Spanish, a 62% increase in last decade

Consumer attitudes:

• Consumer activism-me, me, me-1/3 regularly order meals that aren't on menu-people want to be in charge of their own lives. Travelers want to personalize products and services
• Consumer push back-www.donotcall.gov---100 days, 1/3 of telephone users registered
• 60% of consumers feel that Internet provides greater control
• 59% have dialup access; 57 of leisure travelers use Internet to plan travel-up 10 points in two years; even higher for business travelers
• 40% exclusively use Internet to plan leisure travel
• Key goal-higher conversion rates needed, since more looking than booking
• 2003: 58% think they get the best prices on travel from the Internet (increased from 38% in 2002)

Small properties:

• Price loyalty-the new consumer mandate-they set the price because they know what the competition charges-consumer does comparative shopping, then decides. You can reach consumer with your website
• As prices become more transparent, brand clarity becomes more important, i.e. what makes my property and destination special?

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