Ttulo

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Marketing sustainable tourism packages

• Guatemala Ciudad
• 10 septiembre, 2009
• Presentación de
• Marie-Andrée Delisle, M.Sc.
• Consultora en desarrollo turistico
• www.madelis.com

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The overall packaging process

• Investigate
• Initiate

Deliver evaluate
Find theme and partners
Choose distribution channels
Plan marketing strategies and budget
Create the package
Price the package - Test the package
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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

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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

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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

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The Ansoff Matrix
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The PUSH PULL Strategy
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The market /product match an example
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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

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HOW Strategy of the 4 1 Ps

• Defining the Product creating the packaged
  experience to match with a target market
• Pricing the package
• Average pricing
• Higher range pricing
• Competitive pricing
• Promoting the package partners, tools, media,
  etc.
• Placing the package, using traditional and
  non-traditional distribution channels
• People ! Visitors, employees, partners, host
  community

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4 P 1

• http//www.netmba.com/marketing/mix/

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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

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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

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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/nchm
  q7
• Email press releases and put them with photos on
  your website Flickr YouTube
• One word about advertising

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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.

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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.

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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

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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?

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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.

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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 !

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Preguntas ?

• Le agradezco muy sinceramente
• su generosa atención!

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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.yourtravelchoi
  ce.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?idpublicatio
  ns
• Sustainable Trips for a Better Future
  www.rainforest-alliance.org/tourism/sustainable_tr
  ips
• UN World Tourism Organisation on Sustainable
  Tourism www.world-tourism.org/frameset/frame_sust
  ainable.html
• Comiturs http//www.export.com.gt/Portal/Home.asp
  x?subTurismo
• Guatemala Green http//www.guatemalagreen.com/

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References

• USTOA (United States Tour Operators Ass.)
  www.ustoa.com/pressroom/newsreleases/ecotourism.ht
  ml
• 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.p
  hp?ca_codigo9home1  
• Asociacion panamena de turismo sostenible
  http//www.aptso.org/english/
• National Geographic Centre for Sustainable
  Destinations http//www.nationalgeographic.com/tr
  avel/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

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References

• Listings 
• Accommodation listings on Trip Advisor
  http//www.tripadvisor.com/pages/getlisted_hotel.h
  tml
• 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/docu
  ments/sustainabletourismcertification_howtoapply.h
  tml  
• Global Tourism Criteria - Sustainable Travel
  International http//www.sustainabletourismcrite
  ria.org/index.php?optioncom_contenttaskviewid
  58Itemid188  
• Rainforest Alliance Guide for sustainable
  tourism best practices http//www.rainforest-alli
  ance.org/tourism.cfm?idguide  
• Tour Operators Good Practices http//www.toinitia
  tive.org/index.php?id48
• 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

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References

• Green lists
• Green Travel green-travel-subscribe_at_yahoogroups.c
  om
• TerraCurve.com
• Planeta.com Global Journal of Practical
  Ecotourism
• VISION on Sustainable Tourism travelmole-wire_at_tra
  velmole.net
• Various examples
• Example of Basic package extensions
  http//downloads.raileurope.com/brochure/latin_ame
  rica/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?pr
  oduct_id118254
• Example of Adventure Package http//www.greencost
  arica.com/in_pa001.htmltodo
• Example of Port Moresby River Adventure
  http//www.em.com.pg/PNG/emtours/itineraries/EM19
  20TAURI20RIVER20ADVENTURE.htm 

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References

• Example from a tour operator Eco-Circuitos
  Panama http//www.ecocircuitos.com/index.php?optio
  ncom_contenttaskviewid106Itemid38
• 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.c
  om/activities.htm
• Responsible travel holidays website
  http//www.responsibletravel.com see menu on
  left side
• Philanthropy tourism http//www.travelersgivingba
  ck.org
• Carbon offsets website http//www.carbonoffsets.o
  rg
• Volunteer tourism, EcoResorts, Extreme Adventure,
  Active Boomers see top menu www.away.com

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References

• GO Green Traveler / Travel Tips for the
  Eco-Conscious Traveler http//gogreentravelgreen.
  com/green-travel-101/responsible-travel-vs-eco-fri
  endly-travel/
• Rosalie Community Ecolodge http//www.rosaliefore
  st.com/rates_packages__community.php
• Community Tours www.alltournative.com
• Packages
• 8 day/7 night Package with itinerary
  http//www.mexicoculturaltours.com/our_tours/yucat
  an_travel_package.html 
• Hotel Package, minimum 3 nights
  http//www.hotelcasavelas.com/html/canopy-adventur
  es-puerto-vallarta-mexico-pkg.asp
• One-day Mayan Encounter Package
  http//www.alltournative.com/tours-products/maya-e
  ncounter
• La Victorine Inn choice of packages
  http//www.quebecfinestinns.com/inn-hotel-quebec/p
  ackages-les-victorines-du-lac-257_ang.cfm
• Packaged tours to Guatemala http//www.latinamer
  icacollection.com/packages/savor_guatemala_holiday
  .html
• Packages for women http//www.northernedgealgonqu
  in.com/