| The first step in attracting and maintaining | | | | cost." A knowledgeable tourism company can help |
| potential travelers is to review your travel | | | | you achieve that goal. |
| advertising budget to make sure you're investing | | | | Always Room for More |
| enough time and money crafting quality ads that | | | | If your company has grown or added a new |
| are designed to attract needed tourist dollars. | | | | service, don't forget to promote any changes |
| Most people depend on quality travel advertising | | | | with a feature article, which can be distributed to |
| to guide their choice for a vacation location. They | | | | local newspapers and magazines as well as |
| want advertisements, brochures and other travel | | | | national publications. Extra space for additional |
| literature to provide accurate, up-to-date | | | | details gives your travel advertising that extra |
| information on total costs, what their | | | | edge! |
| accommodations will include, and what sights are | | | | Dependability |
| located nearby. | | | | Look for a publication or tourism agency that has |
| If you feel that your travel advertising budget | | | | been in business for a while, offering quality |
| needs some revisions, if you think you need more | | | | service to members of the tourism profession. A |
| "bang for your buck" in order to attract more | | | | professional firm will always be happy to offer |
| people to your business, consider working with a | | | | references. Working with a well-established |
| full-service tourism company. | | | | company will allow you to establish a long-term |
| By investing your money with an experience | | | | relationship with talented professionals who |
| business that keeps an eye on tourism trends, | | | | understand your needs, and who will help you |
| travel agencies, hotels and other tourism-related | | | | achieve all of your travel advertising goals. |
| businesses can derive maximum benefit from | | | | People have enjoyed vacationing since the days |
| their travel advertising dollars. Some examples of | | | | of the ancient Roman Empire. In 19th century |
| the types of travel advertising services that they | | | | England, every upper-income person knew it was |
| offer should include: | | | | necessary to take the "Grand Tour" of Europe to |
| A Multi-Media Package | | | | learn more about the history and culture of |
| Why just use print if you can develop a presence | | | | different nations. Not long after the United States |
| on the Internet? Consider your options carefully: in | | | | was born, tourists were traveling to seaside |
| some cases, a full-color, glossy travel magazine | | | | resorts or mountain spas where they could relax |
| distributed annually to the right audience may be | | | | and unwind. |
| exactly what you need to advertise your | | | | In addition to having enough time and disposal |
| business. However, it might not hurt to search a | | | | income, the majority of today's travelers is often |
| little further to see if you can find a company | | | | better-educated and visits a destination with a |
| that can offer you an Internet web page, access | | | | particular objective in mind, whether it's outdoor |
| to an e-mail newsletter and other similar amenities | | | | sports or cultural events. For a growing number, |
| to reach potential vacationers. A personalized web | | | | there is often sufficient time to add a second, |
| site will allow interested visitors a chance to see | | | | "mini" vacation to their schedule, further increasing |
| exactly what accommodations your hotel can | | | | demands on the tourism industry infrastructure. |
| offer, or list the types of services your company | | | | In recent years, more than 27 million Americans |
| can provide. Look for a business that employs | | | | traveled abroad to fulfill their vacation fantasies, |
| experienced writers and artists, who can help you | | | | which ranged from touring ancient ruins, or |
| craft an advertisement into an attractive package | | | | trekking through lush forests, to just lounging on a |
| that is bound to draw new business. Since | | | | broad sandy beach under a bright summer sun. |
| advertising is usually the first contact customers | | | | Although portions of the world may be in turmoil, |
| will have with your company, make a good | | | | there are still a lot of places to see and millions of |
| impression! Lure potential business with a | | | | people happy to spend part of their annual income |
| well-designed and well-placed ad, which features | | | | on a memorable vacation. |
| quality artwork. | | | | In exchange, millions of travelers from foreign |
| Budget-Friendly Costs | | | | countries spent more than $93 billion in the United |
| Whether your business is new or well-established, | | | | States in 2004, according to the Travel Industry |
| you want to make sure that your travel | | | | Association of America. A growing number of |
| advertising dollars are spent on an advertising | | | | them are from emerging markets such as China, |
| campaign that is well within your means. Does the | | | | which will probably see more than 100 million |
| company you choose to advertise with offer any | | | | vacationers traveling abroad to destinations like |
| incentives, such as full color on your ads for no | | | | America by the year 2020. The World Tourism |
| extra charge? To make sure your getting your | | | | Organization predicts that international tourism will |
| money's worth, the print medium you select | | | | continue to grow annually overall by four percent. |
| should run your travel advertising at the right time | | | | However, it is important to remember that |
| of the year to allow visitors to select the right | | | | tourism has been affected by two primary |
| vacation spot for them, no matter what the | | | | factors in recent years. First, the tragedy of |
| season. | | | | September 11, 2001, which has caused some |
| Know Your Market | | | | travelers to reconsider their choice of a vacation |
| In Power Marketing for Small Business, author | | | | destination. Second, access to the Internet has |
| Jody Hornor noted: "Targeting your market with | | | | provided them with the opportunity to book their |
| the use of demographic data helps you get the | | | | own trips, sometimes at a cheaper rate than |
| most out of your sales and advertising efforts." | | | | they can find from local travel agencies. As a |
| So, if you know that your travel advertising | | | | result, it's up to you to find new ways to attract |
| campaign will appeal to a higher-income audience | | | | their attention and show them the benefits of |
| then "by targeting your promotional materials to | | | | bringing their business to you-the tourism |
| those prospects more likely to buy your product, | | | | professional. |
| you will obtain a higher response rate at a lower | | | | |