Any successful marketing campaign should explore the place that each channel plays, such as print, email, direct mail, search, TV, radio, PR—and video. As marketers, our job is to design a program that contains a balanced blend of communications tools to gain awareness and drive—ideally—measurable results. Unfortunately, alternatives are often overlooked, which could play an […]
Over the past several decades, hoteliers have turned their focus to the importance of sustainability in the hospitality industry as it relates to hotel development and operations, including the environmental, economic and social impact. Sustainability is one of the most important issues currently facing our world. The hospitality sector has historically had a dramatic environmental impact through […]
Understandably, you want sales. But sales conversion can take time when talking to new prospects. We can target and reach recipients that fit the profile we want, but they don’t necessarily know about you yet. Unfamiliar buyers need time to educate themselves about your products, destination and reputation before they can build trust in you. […]
Over the past 30 years, Dana has specialized in travel and tourism marketing, starting with conference centers, hotels and golf/spa resorts as primary clients. Our mission is to sell the lifestyle behind these purchases, knowing that we are not just selling a physical space, but the many ways in which that space is experienced. Beyond […]
You might think that someone who works in travel marketing and travels so often for work wouldn’t have the itch to travel some more. But not me! It’s springtime, and the travel bug has bitten again. Looks like it’s time for a Spring Break getaway. Since my family has limited time and moderate funds, I […]
Every great brand has a personality. And like a real person, a brand builds relationships based on its characteristics and reputation. That is why defining the elements of your brand is essential. A brand is not simply a logo, a symbol or a tagline. A brand is a living entity—a collection of perceptions and beliefs […]
According to the American Society of Travel Agents (ASTA), the U.S. travel agency industry is comprised of nearly 10,000 firms operating in 15,000 locations—and all represent highly motivated, extremely interested buyers. Here are some important facts and trends to remember about this valuable partner as you develop your marketing plans for 2012: 1. Travel agents […]
The total number of Travel Professionals may be lower than it was years ago, but the travel industry is in a constant state of transformation, and the number of agency locations continues to grow by nearly 6% every year. Travel Professionals have become even more valuable as travel-related businesses undergo new openings (or closings) and […]
Hotels and resorts are major consumers of resources and products, so it’s encouraging to see properties committed to preserving and conserving. (It’s also satisfying to see guests’ response—73 percent of guests who are aware of their hotel’s conservation programs report participating in those programs.*) Green policies are good for the planet. And with sustainability being […]