Archive for the ‘Vacation Marketing’ Category

New President…..New Vacation Planning

Monday, January 12th, 2009

All political views aside, you got to like the fact that Pres. Obama stayed in a vacation home rental in Hawaii.  That is some great publicity for our industry.  You may think about using that as a tag-line or angle to campaign to some potential new guests (remember many potential guests have no experience in vacation homes – get lists of travelers from your friends and business partners).  “find out why the president stays at a vacation rental”, “have a presidental experience in a vacation rental”, “good enough for a presidential vacation”,……….you get the idea.

Now I lost my train of thought completely.  My post here was goign to be about 2009 plans and trends.  Recently, YPartnerships created an interesting list of predictions for the travel industry which I thought were worth looking at.  When looking at this, think about how it applies to you and your business – how it applies to what you can affect.

YPartnership Emerging Trends in Travel

  • Value Is King – Remember that does not mean ‘cheap’ – it mean lots for their money.  All-inclusive, no extra fees, specials, etc.
  • Trips Will Get Shorter – “staying fewer nights” is one traveler strategies they to still go on vacation.  Look at your min nights, be flexible, and be creative in specials. 
  • Consumers Will Use The Internet Differently –  comparison shopping for competitive products and services from multiple Web sites
  • Marketing Will Go Mobile – only 15% of cell phone users are Internet enabled. This percentage will rise with the popularity of the iPhone™, Blackberry Storm™ and similar devices.
  • All Vacations Are Not Created Equal – vacations are increasingly perceived as an appropriate way to recognize certain life events (e.g., anniversaries, school graduations, retirement, etc.). 
  • Travel Agent Usage Will Continue To Rise – traditional travel agents are not down for the count, three out of ten American travelers use the services of a travel agent
  • Going Green Is Good For Business – fully 85%  of Americans consider themselves to be “environmentally conscious!” and ‘four out of ten’ stated they would consider shifting their patronage to a travel service supplier who demonstrates environmental responsibility. 
  • Diversity Awaits Discovery – diversity represents an emerging market force, and one that will gain more prominence in the year ahead, particularly given the election of soon-to-be president Obama.

Again, this is only interesting when applied to your market, your business, and your success factors.

All the best.

Ralf
www.LiveRez.com

CFVRMA Calling for Help to Save the ‘Visit Florida’ Budget

Friday, January 9th, 2009

Another reminder that we are all in this together.  I am passing along this request by the CFVRMA leadership to help unite Florida vacation home managers.  Staying abreast of legislative issues and uniting in causes is essentail for our industry success.

 

Dear Industry Member:

 

I come to you today with an urgent request. The Legislature, now in special session, is considering cutting up to 90 percent of VISIT FLORIDA’s remaining fiscal year budget. This decision is being discussed now and will be made this week. These cuts would force VISIT FLORIDA to cancel major programs, marketing and advertising, except for those by which we are contractually bound. If these budget cuts pass, we will operate as a skeleton organization. CALL TO ACTION
We need your help today. Please make calls to your legislators and also mobilize your network of employees, partners, colleagues, families and friends to call. We need to communicate that budget cuts at this level will devastate our industry and hurt our economy. Every voice counts, so we are sending this email to Florida tourism businesses. Now more than ever, we need your commitment to keep our industry healthy and save VISIT FLORIDA. If you are unable to reach your legislators directly, please speak to their legislative aid or staff. Your message will be passed along to the legislator. When you call your legislators at the Capitol
TODAY, I ask that you fill out the attached form  

http://www.informz.net/z/cjUucD9taT03MDcxOTImcD0xJnU9MTA2MjIxMDM5JmxpPTI3Nzg5MjA/index.html

and email to https://cfpma.clubexpress.com/educationcampaign@floridastourismcounts.org or fax to 850-224-9286.

This will be the best way for us to keep a pulse on the legislative environment and determine next steps. To find your local legislators and their Tallahassee office contact information, you can visit this website http://www.informz.net/z/cjUucD9taT03MDcxOTImcD0xJnU9MTA2MjIxMDM5JmxpPTI3Nzg5MjE/index.html .

Simply enter your zip code for a contact list of legislators in your district.

Suggested Talking Points
I am [NAME] with [BUSINESS], who lives in [CITY]. It is important to communicate that you are in
their district.
I am calling to strongly urge [REPRESENTATIVE X / SENATOR Y] to vote against cuts to VISIT
FLORIDA’s budget.
VISIT FLORIDA’s state destination marketing is critical to the success of my business.
If these cuts pass, my company and my community will suffer the consequences. [Briefly comment on how VISIT FLORIDA helps you do business].
Cuts to VISIT FLORIDA will only hurt our state tourism industry and Florida’s economy. Tourism is a profit center in Florida:
           o For every $1 the state invests in tourism marketing, more than $3 is returned to the state
               in tourism-related taxes.
           o VISIT FLORIDA provides advertising and marketing opportunities that are crucial to
               my business—opportunities that would not be possible otherwise.
           o VISIT FLORIDA is the catalyst for the tourism industry and matches every $1 in state funding with $2 in private sector investment. Without state funding, we will lose our ability to be competitive with other destinations.
The absence of VISIT FLORIDA could result in a loss of 143,750 tourism related jobs and will further harm our struggling state economy. 
I appreciate [REPRESENTATIVE X's / SENATOR Y's] consideration on this urgent matter. Thank you in advance for your assistance in this very important issue.

Respectfully,
President and CEO
VISIT FLORIDA®   

Be heard!

Ralf
www.LiveRez.com

Fly-to or Drive-to….Be In-Tune with the Vacation Homes Rental Traveler

Thursday, January 8th, 2009

A trend that I have seen in recent weeks is that travelers are picking locations that are closer to home.  For example, although Big Bear ski area is not seeing as many out-of-state skiers at this time, they are seeing an increased number of skiers from the local southern California market.

I suggest that you pay closer attention than ever before to where your website visitors and your guests are coming from.  There may be a shift occuring in the markets where your guests are coming from.  Which translates into a shift into your marketign efforts, resources, and funding.  Missing this shift can cost you.

Now, if you are a fly-to destination, do not think you are (1) immune to this trend, or (2) just taking it in the shorts.  You also have options.  This trend will affect you, the fly-in guests will choose drive-to destinations.  So think about new target markets, new promotions, or new types of guests.  In the gas price crisis of the summer, drive-to destinations were offering ‘gas credits’.  Maybe you can offer help with the travel expense to fly-in customers?  One of our LiveRez vacation managers in Mexico has record bookings so far this season.

The point is  no matter which one you are, fly-to or drive-to, you must be in tune with your market more than ever.

All the best.

Ralf
www.LiveRez.com

2009 Marketing Calendar – You got yours?

Tuesday, January 6th, 2009

If you are like me, you might be all set for your January marketing, but have not finalized all your marketing themes, campaigns, and promotions fro 2009.  So here I am hammering out our complete & detailed 2009 plan and thought I would share couple of the steps I undertake that may be helpful for your vacation home rental business.

1.  Calendar – I like to create a new Excel document where I can create a simple monthly calendar.  The calendar is critical to balance the timing and the media of marketing campaigns.

2.  Holidays – Successful marketing is dependant on timing & message.  Holidays are great for this because on holidays (MLK, President’s, Valentines, St. Patrick’s, Easter, Mother’s, Memorial, etc……..you get the idea) you know what people are thinking about.  So it is easy to create the right message at the right time around holidays.  Do not miss your chance.

3.  Target Market – cleanse your list of contacts, leads, guests, partners, ……………..whatever you call all the names you have in your database.  Ensure high quality data that you can divide into targeted lists.  (success of an email campaign has more to do with the target list than the email itself)  Put special emphasis on past guests and giving them a compelling reason to return.

4.  New Leads – line up your sources for new leads in 2009.  Will it be from partners (restaurants, shops, golf courses, etc.) or will it be from events (local marathon, car race, world cup ski race, business convention, etc.).  Make sure you have a plan to market to new folks in 2009. 

Now weave these efforts together in a colorful 2009 marketing tapestry……very poetic, no?  My point is, think about a balance of efforts, the utilization of different marketing tools, messages, and target markets.

Thanks.

Ralf
www.LiveRez.com

Merger created new US Travel Association. Why should you care?

Monday, January 5th, 2009

As of January 1, the Travel Industry Association and Travel Business Roundtable have joined forces to officially become the U.S. Travel Association. Website is TIA.org.

Check out the 2 min video about the goals of the organization:  Roger Dow, President of US Travel Association

Why should we in the Vacation Home Rental industry care?
I find it very interesting to listen to the accomplishments and goals of these  associations, as well as search the TIA.org website for information.  It is healthy to expand our perspective to many aspects of the travel industry and look for opportunities to collaborate with others, take advantage of trends, and understand challenges of travelers.

I am excited to think about changing organizations within our vacation rental industry, such as VRMA and Discover Vacation Homes, and how these changes will continue to create a new and more visible place for vacation rentals in the overall travel industry.

All the best.

Ralf
www.LiveRez.com

Holiday Numbers. Amazon is up 17%. What can you learn from that?

Sunday, December 28th, 2008

Some of the numbers coming in are a bit scary…….like my weight gain as tracked on my new Wii Fit.  It measured me at a stout ‘overweight’ to start my 2009 training.  My wife and kids have found this to be quite amusing – some of you are aware of my Ironman triathlon racing and can probably also see the humor in this.

Numbers can be deceiving.  As I have posted before, the media is having a grand time with the economic news and their doomsday predictions.  Remember, they only sell papers and get viewers based on sensational numbers in the negative or the positive.  They have to be sensational.

The 2008 Holiday retail numbers for the brick & mortar stores  are definitely dismal.  Sales are down in the 10-15% range across the various big stores like Target, Walmart, and Macy’s.  They are down even further in the luxury category, to the tune of 15-25% for stores such as Nordstrom and Tiffany’s.  No question this is bad news.  Got it.

 But, Amazon.com has reported another record Holiday shopping season.  Amazon is UP 17%.  Why?  I cannot say for certain, but based on what I have read and discussed with experts in the online retail business, it is based on the ease of shopping.  That includes the selection, checkout, delivery, and service.  All these have been communicated to customers through effective marketing efforts.

What can you learn for your vacation home rental business from Amazon?  Look carefully at what differentiates Amazon from other retailers. 

Amazon provides a seamless and complete online shopping experience.  

  1. Selection is almost limitless – this is difficult to accomplish for vacation rentals, but you can do much through your descriptions and marketing of properties to provide variety
  2. Checkout is simple – make it a seamless and easy process that inspires confidence to your guests
  3. Delivery is reliable – ensure that you follow up on all actions taken by prospects and guests
  4. Service is great – share the love, and make sure that everyone interacting with your guests shares the love

Certainly there are many more lessons to be learned from Amazon, but these are a couple that are at the top of the list.  Look to the winners in the current economy for lessons on how to get more ‘heads in beds’ and how to find the marketing messages that will inspire guests.

Happy Holidays.  On a closing note, here is a picture of me taking my two older kids on some snow-rafting.

Rafting.....in the snow in Idaho.

Rafting.....in the snow in Idaho.

 

 

 

 

 

 

 

Ralf VonSosen
www.LiveRez.com
www.LiveRez.com

Holiday Love……make sure everyone shows it to your Vacation Home Guests

Wednesday, December 24th, 2008

What else is there to think about during the holidays but ‘love’, and how we show it to others.  As we strive to be a part of our guest’s very special time with family and friends, we should remember how we can show our hospitality and gratitude to them for choosing us. 

This should really be a theme for us all year round, but it seems that we always remember it even more during this holiday time.

Also make sure that all those associated with your business are aware of how you want to show hospitality & friendship to guests.  During their stay at your vacation home, guests will interact with many individuals, from travel agents, to restaurants, to your staff, and many many more.  Ensure you know the complete experience of your guest.

Recent Article on CNN.com about what traveler’s should look for in a travel agent.

  This made me think about how important it is to know where your new guests are coming from and who is part of your guests ‘value chain’.  The Value Chain is the collection of all the components that make up the guests vacation experience.  Travel agents can be an important part of that value chain.

9 Signs of a Bad Travel Agent
1. Demands you pay in cash
2. Acts funny when you bring up commissions
3. Has no certifications
4. Adds a booking fee to your bill after you’ve decided to buy a vacation
5. Doesn’t know a thing about where you’re going
6. Has a Better Business Bureau rap sheet
7. Is impossible to reach
8. Doesn’t listen
9. Other warning signs

Know the Travelers to Your Vacation Rental Destination

Friday, December 19th, 2008

How much do you know about the visitors to your destination?  Not just your guests, but the general travelers to your destination area.  This information should play a vital part in your marketing efforts as it will tell you about your target market and what you should emphasize. Here is some information that I had the opportunity to review with a vacation manager from Florida.  These are 2007 numbers for Central Florida and Kissimmee. Among overnight visitors to Kissimmee (defined as Osceola County) in 2007:61% had been to Central Florida before
57% had been to Kissimmee before  Among those who had been to Central Florida before, this is the breakdown on number of past visits toKissimmee:
1 Visit              24%
2-3 Visits          23%
4-6 Visits          16%
7+ Visits           30% 
For an additional 7%, it was the first time to Kissimmee, even though they had been to Central Florida before. Among those who had been to Central Florida before, the time since last visit was:
Less than 6 months      
14%7 months to 1 year       
10%1-2 years                      
18%2-3 years                      
21%3-5 years                      
19%6-10 years                    
7%More than 10 years         So why is this so interesting?  It tells you some important information about the frequency of repeat visitors to Kissimmee.  It tells you in what time increments they are likely to return.  The better you can understand your target market, the better you will be able to tailor your marketing campaigns, message, and special offers. I encourage you to work with your local organizations to track and document such important information to everyone whose business relies on travelers to your destination.

More Investment $$ Flowing into the Vacation Industry

Thursday, December 18th, 2008

I am a big fan of positive news.  I am a glass half-full kind of guy.  I thrive on positive energy.  So here is some more positive news to all you out there in the vacation rental industry who are also thirsting for positive news in what has become a competition on who can be the darkest doomsday newscaster.

SellMyTimeshareNOW.com has raised $8.5M in venture capital funds.

Why am I so excited about this?  Because there are some pretty smart people at Edison Capaital and they see the vacation industry as a place to make some bets.  (Edison’s successes include Best Software, Dendrite, E-Transport, Gain Capital, Liberty Tax, VirtualEdge, Visual Networks, Vocus and many other information technology leaders, which have a combined market value exceeding $5 billion.)

Staying Positive in a cold Boise!

Ralf
www.LiveRez.com

Some Stats on Online Travel and Online Vacation Home Rental

Wednesday, December 17th, 2008

All I hear about is what a bummer the economy is.  Enough already.  All our futures are at stake here.  Yes?  Well, I suggest we all focus on what we can do tomorrow when we get up in the morning and make it a better day, a better economy, and a better country.

Do not misinterpret me for someone who does not care.  Quite the contrary, I care a lot.  That is why I want us to focus on the positive.  So I looked at some online stats at www.compete.com

What does this tell us?  Traffic has dropped off significantly, but that is an annual cycle.  Look at the year-to-year, it is down but not massively.  Among these three travel sites there were almost 30million people in Nov that were shopping for travel.  30 million is about 4X the population of my native Austria.

Now below is the traffic for VRBO and Homeaway.  Again look not only at the seasonal trend, look at the year-to-year traffic.  It is actually up for both these site. 

So before you stick another pin into that Ben Bernacki voodoo doll, take a closer look at the stats and think about what you can affect, what you can change, how you can drive your business further.

Full of hope.

Ralf
www.LiveRez.com