TTG Asia
Asia/Singapore Wednesday, 6th May 2026
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5 tourism marketing resolutions for 2015

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Hand touching screen on modern digital tablet pc. Close-up image

To achieve digital breakthroughs in the new year, here are five resolutions for tourism marketers to live by in 2015, says Bronwyn White, co-founder of MyTravelResearch.com

Hand touching screen on modern digital tablet pc. Close-up image

MOBILE digital technology and apps have led to a crowd-sourced democratisation of the web where ordinary people become tourism industry suppliers. We’ve seen this in sites such as Airbnb, BeMyGuest, Uber, EatWith, and Bookalocal.

In 2014 we saw a sharp rise of peer-to-peer dining and accommodation sites, also poshtels and smartwatches that act as boarding passes. Innovation, technology, social, and mobile will continue to transform the travel industry in 2015.

With so many IT and social innovations, most travel industry suppliers lag behind Gen X and Y traveller demands and information expectations. It can be daunting. But small steps in the right direction bring big results.

So, to navigate your way through the fast evolving and turbulent world of tourism marketing, marketers should make the following five resolutions for 2015:

1. Live by the rule that content is king.
We have been saying this for a while now. But it is more important than ever as search engines become more sophisticated. Their algorithms love content-rich sites and use them to match travellers to pages. The principles of semantic search mean that without content, it is unlikely your web pages will be found. You need to have a balanced combination of words, images and video to both capture your customer’s imagination and be found by modern search engine algorithms.

2. Fully embrace social media.
The importance of social media has multiplied over the last few months. Search engines now use your social media activity to gauge the relevance and authority of your website. The more your content is engaged and interacted with, the more likely the search engines will take the cue that you have something that viewers want. Social signals alert search engines that you have a reliable reputation and have something interesting to share.

3. Dial down overt promotions.
Facebook recently conducted a user survey that helped them redefine their promotional posts strategy. According to the survey, there are some consistent traits that make organic posts feel too promotional:

– Posts that solely push people to buy a product or install an app
– Posts that push people to enter promotions and sweepstakes with no real context
– Posts that reuse the exact same content from ads

Facebook has been raking in our money from such posts. But as it may be affecting its membership, Facebook now says it’s going try to keep things a little more social. You should too. Dial down overt promotions. Replace it with content that helps customers imagine themselves being there or using your service.

4. Use video
Travel content has recently taken off in Youtube. Viewership of hotels, resorts and accommodation videos on YouTube increased 232 per cent from 2012 to 2013. And according to a recent study that Google conducted, two out of three US consumers watch online travel videos when they’re thinking about taking a trip.

Video is a great way to help your potential customers and visitors visualise themselves at your destination or place of business.

Don’t think that video needs to have high production costs and values. Videos created on your smartphone or a customer’s phone have a certain authenticity. And smartphone video recorders are getting better all the time. Video production and online hosting can done on virtually no budget, as long as you access to a good smartphone and a computer.

5. Mobile optimise your website.
As a travel researcher, I still see it every day: travel industry sites are not being mobile optimised. And it is not just small operators, but multi-national hotel chains and airlines. Switch this around in 2015. Commit to mobile. According to Expedia’s mobile monitor, 94 per cent of individuals worldwide bring at least one mobile device with them when they travel. If you are not mobile, your potential customer will go for a competitor who is.

So lets get smart in the new year. Create beautiful content. Engage with your customers. Be authentic. Enjoy the results of being a mean marketing machine in 2015.

Further information: mytravelresearch.com

By Bronwyn White

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Bronwyn White (@BronwynWhite) has 22 years experience in the travel and tourism industry in the areas of market research, sales and marketing. In addition to market research and marketing services, White currently focuses on helping the tourism and small business sectors make the most of the online and digital resources. She also runs a well respected seniors travel blog, www.newyoungtravel.com.au.  

TTG Asia e-Daily breaks for the holidays

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TTG Asia e-Daily will be taking a well-deserved break from December 22 after a fruitful year. We look forward to coming back stronger on January 5, 2015 and to continue bringing you the most breaking news in the travel trade.

From the entire TTG Asia Media team, here’s wishing all readers a very Merry Christmas and Happy New Year!

Indonesia’s third InterContinental to open in West Jakarta

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INTERCONTINENTAL Hotels Group (IHG) has entered into a management agreement with Indonesia’s Ciputra Puri Trisula, part of Ciputra Property, to develop the third InterContinental property in the country.

Located in the CBD of West Jakarta, Puri Kembangan, the new development comprises the 200-room InterContinental Jakarta West and 150-key InterContinental Jakarta West Residences, which will be part of the 74,000m2 Ciputra International Complex owned by Ciputra Puri Trisula.

When complete, InterContinental Jakarta West will be situated alongside six office buildings and three apartment blocks, linked by a lifestyle and retail section.

The hotel will feature F&B options such as an all-day diner, a deli, a specialty restaurant and a lobby lounge. For recreational facilities, guests at the hotel can go to the spa or club lounge, whilst those staying at the serviced apartments can enjoy the residents’ lounge or joint facilities such as the pool and health club.

Catering to business travellers as well, InterContinental Jakarta West will offer a ballroom, meeting spaces as well as a business centre.

The hotel is a short distance away from the Soekarno-Hatta International Airport and its location at Jakarta Outer Ring Road provides quick access to core areas of the city.

Clarence Tan, senior vice president, development, Asia, Middle East & Africa, IHG, said: “Indonesia has been a key growth market for IHG in recent years and the country now holds our largest pipeline in South-east Asia. There is still much room for growth in the various cities across the country and West Jakarta, as one of the fastest growing districts in the city and the capital’s next CBD, is the ideal location to open our second InterContinental in Jakarta.”

Artadinata Djangkar, director of Ciputra Group, said: “West Jakarta is rapidly developing as a commercial hub. With two convention centres and other mega-complex developments coming up over the next few years, we anticipate that the area will become a preferred destination for meetings and events in Jakarta. This is a great time for us to be developing InterContinental Jakarta West, and we foresee the strategic location and strong design element of the hotel and residences to be a huge draw to people travelling to West Jakarta.”

InterContinental Jakarta West joins IHG’s pipeline of 29 properties opening in Indonesia over the next five years. There are four InterContinental properties in the pipeline, including InterContinental Dago Pakar and InterContinental Bali Canggu Resort.

Emirates pumps up Dubai-Perth sector with A380 service

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EMIRATES will upgrade one of its thrice-daily services between Dubai and Perth to an Airbus A380 aircraft, commencing May 1, 2015.

The change from a Boeing 777-300ER aircraft will increase capacity on the sector by 136 seats per flight and 1,904 seats per week.

Emirates’ Perth A380 service will operate daily as EK420, departing Dubai at 02.55 and arriving at Perth International Airport at 17.35 the same day. The return flight, EK421, will depart Perth at 22.10 and arrive in Dubai the following day at 05.25, a flying time of 11 hours 15 minutes.

“For business and leisure travellers, the Dubai-Perth route is a popular choice and our new Emirates A380 service will be instrumental in helping the airline meet this growing passenger demand as well as deliver substantial economic benefits through travel connections and inbound seats,” said Barry Brown, Emirates’ divisional senior vice president, commercial operations – east.

“Australian customers are strategic to Emirates, and the deployment of a fifth Emirates A380 service to the country in association with Qantas demonstrates this further,” he added.

Together with Qantas, from May 2015, a total of seven daily A380 services will operate from Dubai to Australia with onward connections across the country via Qantas’ domestic network.

Besides the announcement of the A380 service to Perth, Emirates also recently introduced a daily A380 service to Brisbane and Melbourne, a twice-daily A380 service to Sydney and a daily Adelaide service.

Buffalo Tours Singapore JV with Flight Centre to take off in January

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VIETNAMESE travel and hospitality company Thien Minh Group (TMG) and Flight Centre Travel Group (FLT)’s joint venture DMC is set to launch in Singapore on January 15, 2015, with plans to expand the Buffalo Tours brand throughout Asia.

Buffalo Tours Singapore will provide tours, excursions, transfers and other “at destination” services to FLT’s businesses and third-party wholesales at key locations throughout the region.

Specifically, the joint venture will operate and expand the existing Buffalo Tours businesses in Thailand, Laos, Cambodia and Myanmar, which are expected to be formally transferred into the venture late in 1H2015. These businesses are aligned to the larger Buffalo Tours business in Vietnam, which is not part of the new venture but will remain FLT’s DMC partner in the country.

The partnership will also progressively launch new Buffalo Tours businesses in Indonesia, Malaysia, Singapore, Hong Kong, China and Japan, which will become FLT’s DMC partner in all of the chosen markets.

CEO and founder of TMG and Buffalo Tours, Tran Trong Kien, said: “The partnership with FLT will significantly boost the expansion pace of the group through Buffalo Tours. With presence in major destinations in Asia, Buffalo Tours will be able to offer comprehensive DMC services for Asia travel to our existing and new wholesale clients with greater purchasing advantages.”

FLT managing director Graham Turner said the company’s expansion into destination management was a logical progression. “By expanding our relationship with Buffalo Tours we gain the immediate benefits of working with an experienced partner with a proven track record as a DMC, access to a new revenue stream – we are effectively bringing business that was previously transacted externally in-house – and greater influence over the product offering for our customers.”

He added: “In the longer term, there is also opportunity to expand the Buffalo Tours product range and, given that the model is replicable, grow the business organically. This move is aligned with both our acquisition strategy of expanding vertically into capital-light travel industry sectors and our aim of owning more of the product we sell, rather than always being an agent or middleman.”

Both FLT and TMG will initially contribute US$1.5 million in capital, with FLT holding a 49 per cent interest in the partnership, and will have three representatives each on the joint venture board.

Siem Reap’s Heritage Suites Hotel unveils fresh look

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FOLLOWING an extensive four-month renovation, Heritage Suites Hotel, a boutique retreat in Siem Reap, has revealed its 20 newly refurbished lavish suites. The refurbishment will be fully completed in 1Q2015.

“This renovation symbolises another milestone for Heritage Suites Hotel and this makeover is part of our continuing journey to enrich and nourish the experience for today’s discerning travellers and strengthen the brand’s position as one of the finest boutique properties in Siem Reap and Cambodia,” said Magnus Olovson, general manager and partner of Heritage Suites Hotel.

Divided into three categories, the spacious guest suites are rejuvenated with stylish contemporary décor and a spectrum of new additions including indoor stucco showers, plush armchairs, outdoor shower walls and hanging egg chairs in the private garden.

The 17 Bungalow Suites, decorated in a blend of Asian and Art Deco themes, are equipped with private lush gardens, outdoor showers and bathtubs across 75m2 of space, while the two Executive Suites feature the addition of an outdoor Jacuzzi. The exclusive Red Poppy Suite, at 158m2 , boasts two king-size beds, a private garden, a large Jacuzzi and cosy sunbeds.

The upgraded suites also show support for the local community and Cambodian workmanship, with handcrafted furniture such as the ergonomic sofas and lamps custom designed and made by Cambodian artisans; woven round mats from water hyacinth, products of a collaboration with local NGO Osmose; artworks by Cambodian artist Theam’s House and Angkor Artwork; and locally made bath amenities derived from fine, natural ingredients by Bodia Nature.

Happy Trails Indonesia expands beyond Bali to Jogja

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HAPPY Trails Indonesia, a Bali-based DMC established since 2003, will open its first branch office in Jogjakarta come January 2015.

Gerald van Amerongen, CEO of Happy Trails Indonesia, said: “An increasing number of guests visit Jogjakarta and Java each year. We decided to have the first branch in Jogjakarta because it is the most-visited destination by our guests after Bali.

“Centrally located in Java, Jogjakarta provides various advantages as well. For example, this (new branch) makes it easier for our operational team to coordinate assistance to our guests in Java.”

Ratna Eka Soebrata, assistant to the managing director, Happy Trails Indonesia added that apart from supporting the Bali office in groundhandling, the branch office will create its own products covering various market segments.

“These will range from adventures such as mountain climbing and cycling tours to cultural visits and shows such as dance classes or batik making. We will also provide tailor-made travel services for both pre-booked and walk-in clients.”

After Jogjakarta, Happy Trails Indonesia is considering to open its second branch office in Labuan Bajo, East Nusa Tenggara to serve travellers visiting Komodo, Flores and the neighbouring islands.

Bespoke Beijing opens in Shanghai with new name

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TAILOR-MADE tour specialist Bespoke Beijing has opened a new office in Shanghai, changing the name of the six-year-old firm to become Bespoke Travel Company to reflect its growth and expansion in China.

Founder and CEO Sarah Keenlyside said the launch of the Shanghai office was fuelled by demand for travellers seeking travel experiences provided by specialists with their finger on the pulse of the city.

“For a travel company to do a great job of your trip, it needs not just any staff but a team of internationally minded individuals who live and breathe that city on a daily basis, and who are as obsessed with the latest new restaurant opening as they are with traffic flow,” she said.

On board the Shanghai office are two staff with years of experience in the industry and the city, she added.

Keenlyside said the tour programmes in Shanghai will be more glamorous compared to Beijing’s “earthy experiences”, and will range from excursions in the Yu Gardens with a poet to Art Deco discovery walks abd bespoke cocktail experiences.

Bespoke Travel Company offers itinerary design, smart car hire, knowledgeable local Chinese tour guides and new expert-led Signature Experiences.

Christine Duffy to steer Carnival Cruise Line as president

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CARNIVAL Corporation has appointed Christine Duffy as president of Carnival Cruise Line, the largest of the company’s nine distinct cruise brands with 24 ships.

Currently president and CEO of Cruise Lines International Association (CLIA), Duffy will assume the role on February 1, 2015, reporting to Arnold Donald, CEO of Carnival Corporation.

As CEO of CLIA, she has helped globalise cruise industry associations to create a unified voice in promoting cruising through CLIA’s more than 13,000 travel agency members representing over 50,000 travel consultants as well as successfully engaged member cruise lines and industry stakeholders to support CLIA’s expansion into new and emerging markets.

Before assuming her role with CLIA in 2010, she served as president and CEO of Maritz Travel from 2004 to 2010. Duffy has more than 30 years of experience in the travel industry and started her career as a travel consultant in Philadelphia at McGettigan Partners.

Foreign exchange rates a major factor in Malaysian outbound MICE

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OUTBOUND tour operators handling MICE business in Malaysia are projecting a drop in business next year no thanks to the ailing ringgit, but destinations with cheaper local currencies will enjoy the silver lining of more Malaysian business.

The ringgit has weakened substantially month-to-date against many major and regional currencies.

Topaz Travel & Tours managing director, Stephen Thomas, said: “We locked in rates a year ahead and had quoted (prices to) the clients in ringgit, and now we have to absorb the difference.”

While the cost of packages are certain to go up next year as a result, Stephen predicts popular MICE destinations are those where the ringgit remains stronger than the local currency.

This includes countries such as Indonesia, Thailand, the Philippines, Sri Lanka and China. He cited that there were also enquiries for incentives to South Africa.

Richard Vuilleumier, managing director of Panorama Tours Malaysia, also believes that South-east Asia destinations where suppliers provide quotes in local currencies or ringgit and not in US dollars will be favoured for Malaysian MICE.

The weaker ringgit means Malaysian MICE planners will look for ways to cut costs “such as choosing alternative destinations, accommodation or cutting down on meals”, he commented. “Longhaul destinations are sure to be the hardest hit.”

While some events are moving closer to home or downgrading accommodation and expenses, Adam Kamal, CEO of Rakyat Travel, is dealing with the situation differently.

“In 2Q2015, we expect a reduction in MICE movement overseas. Instead, we predict more domestic movement as companies cut costs. Thus, in this current environment, we are marketing domestic destinations more aggressively.”