Travel and Tourism

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Travel and Tourism

• Chapter 9
• Nicole Howatt

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Challenges

• Issues
• Match experience with expectation
• Must entice and deliver
• Positioning/Image

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Desire to Travel

• Why do people travel?
• Wish to visit someplace exotic or different
• Stimulation and gathering of knowledge
• Pursuit of hobby
• The business of providing

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Identify a Target Segment Research, Research,
Research!!

• Travel Research
• Amer. Society of Travel Agents (ASTA)
• Journal of Travel Research
• Fam. Trip
• Internal Research
• Exit surveys

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Must haves

• Focus, Identity, Personality
• Attributes?
• Extensive and varied lodging
• Variety of dining choices

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Advertising

• The travel agent
• Free service and WAS only connection
• Relationship Marketing
• Reward programs
• Branding beds
• Agencies

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Alternative Destinations

• Cruises
• All Inclusive
• Time Shares
• Theme Parks

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Chapter 10Nicole Howatt

• Location-Based Entertainment and Experiential
  Branding

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Location Based Entertainment

• Out of home and message to medium
• FECs?
• Edu-tainment
• What went wrong?

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LBE

• Retail mall model
• UEC
• Casinos
• Entertainment retail
• CECs

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Experiential Branding

• What is branding?
• Give us something different!
• Bringing the brand to life

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Experiential Branding Offers

• Atmosphere to see, feel, touch,
• Experience that locks in memories with brand
• Image to investors demonstrating commitment
• Platform for introductions
• Employee pride

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For Success

• Must drive repeat visitors
• Must be refreshed
• Organized efficiently
• Staff must be part of brand
• Must offer value

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Things to Think About