Do you know the best marketing practices?
As technology takes over and internet and smart phone mobiles become a way of life, the travel and tourism world is now prepared to keep itself updated with new marketing techniques.
TT BUREAU With
the demand for more travel information and location-based applications, large tourism groups, including hotels, state tourism bodies, tour operators and suppliers have strengthened their position by showcasing their best marketing practises.
Assessing the social activities of its target groups, setting the right objectives, planning the relationship they want to establish with their target market and finally deciding upon the tools that best fit their objectives and strategy-- these are a few measures that the companies are adopting in the competitive world.
Says Sajid Mahmood, VP Marketing, Sarovar Hotels & Resorts, “There are two penetrative strategies that have helped Sarovar Hotels remain ahead of competition. Firstly, while everybody talks about ‘ value for money’, Sarovar Hotels has actually delivered on this front. The focus is not on being inexpensive as it is often misunderstood but in fets etc. Whatever is promised to them is delivered. Secondly, Sarovar Hotels have spread themselves to every nook and corner of the country. Wherever you go, you will most probably find a Sarovar hotel.” The group is often the first one in developing areas. “We provide quality accommodation in places where entrepreneurs travel to establish new businesses,” he adds. Regarding the new initiative where hotels are tying with credit organisations and airline companies, Mahmood feels, “Sarovar has tie- ups with many credit card companies and airlines. The idea is to be present at every touch point of our guests. These organisations enjoy a tremendous reach and thus help us widen our base to reach our prospective clients. These tie- ups may not give us direct business but they keep reminding the guests about us.”
Talking about new trends of marketing in the hotel space, he claims, “The biggest trend is the use of cyber space as a platform of conducting business and hotel users. The average age of guests using our hotels is around 30 years now. Once upon a time, it used to be around 45 years. Even schools and colleges that take their students on excursions opt for more than basic accommodation.
According to Christie Hicks, Senior Vice President,
Betting big on the Sheraton brand in India, Hicks highlights, “We expect our biggest growth to come from the Sheraton brand. It is our largest brand globally and it is a completely revitalised and re-energised brand. We expect this to be our lead growth engine in terms of the brand which will grow faster than the others.” ease of doing business with Starwood,” Hicks adds.
One of the most proactive states when it comes to promoting tourism is Kerala.
Claims Rani George, Director, Kerala Tourism, “Kerala Tourism has always adopted comprehensive, timespecific, highly-visible and well-thought out marketing mobile phones are revolutionising the marketing arena of tourism sector. The tourist moves a lot and needs information everywhere at any time. And that would be the reason that mobile marketing is quite well-accepted and integrated by tourists,” she points out. Reiterating its pre-eminence as a tech- savvy tourism board in the country, Kerala Tourism recently introduced the path-breaking mobile- based services like the mobile website, WAP guide, applications for Android and IOS to further enhance the travel experience of visitors to the God’s Own Country.
Pan-India promotions with specific emphasis on tier II and tier III cities is also of utmost importance, Manoj Nair, AVP Marketing, Thomas Cook (India) feels, “Fostering a culture of innovation and risk taking and segmentation of a target audience into homogeneous categories and creating product for these segments is indispensable. Senior citizen tours, language tours, indulgence holidays etc are products which are created based on market demands. We also ensure that we have a broad spectrum of products right from budget to premium holidays for each destination and this has ensured that when a person walks in or calls Thomas Cook, he has the option of various tours which are ready or tailor-made to their requirement,” he says. “Synergising with our partners such as trade and tourism bodies, airlines, cruises, etc to come out with compelling offers and promotions for customers is the key to steer ahead of competition. This ensures continuous presence and ensures we are in the consideration set of customers,” he concludes.