Digital Marketing Technology Solution for Online Business Concept - Graphic interface showing analytic diagram of online market promotion strategy on digital advertising platform via social media.
With hopes pinned on domestic tourism to lead the travel rebound, industry stakeholders need to sharpen their understanding of the local market and retune their offerings in order to market to the domestic audience more effectively.
That was the common refrain among travel players during a group chat session entitled Marketing During Covid-19: Should And How Do You Do It? held during the recently-concluded Virtual PATA Travel Mart.
Brands need to reposition their strategies to better target a domestic clientele, say travel players
A successful marketing strategy need not always involve fancy tech tools or deep pockets, opined the session’s moderator, Hannah Pearson, who cited email marketing as an example of low-budget marketing tactic which she has personally found to be effective.
Hoteliers should also think twice about engaging in price wars to bump up occupancy rates. PATA CEO Mario Hardy cited examples of boutique resorts in Thailand which had not resorted to price lures to elbow out the competition, but had instead rolled out value add-ons – a marketing strategy that has successfully helped to fill rooms amid the pandemic.
Marketing to senior tourists was also discussed, as this is a lucrative segment with time on their hands and money to spend on holidays.
Stirring up their interest in visiting a new destination would be best approached through direct email marketing and phone calls, as silver tourists are typically not a digitally-savvy bunch, shared Federico Gigena Sobrero, owner of Wedell Travel based in Argentina.
Akansha Dariyani, membership relations associate at PATA, agreed that traditional marketing tactics still worked best when it comes to seniors with limited digital savviness. But at the same time, she stressed, it is important to include a company website address and an email address to increase company visibility with senior travellers.
Johor Bahru is one of the biggest city in South Malaysia nearest to Singapore.
Tourism Malaysia is hopeful that cross-border tourism for leisure will reopen in stages sometime in the first quarter of 2021.
Its director-general, Musa Yusof, said in a local television programme recently that the tourism board was keen on resuming cross-border leisure travel with neighbouring Singapore, Brunei, Thailand and Indonesia.
Malaysia aims to get travel bubbles with neighbours like Singapore and Thailand up and running by 1Q2021; causeway linking Johor Bahru in Malaysia to Singapore pictured
“What we mean by cross-border tourism is situations where one doesn’t necessarily have to get on a plane to travel here. We are looking at countries such as Singapore, Brunei, Thailand, and even, Indonesia. These are the four nations that we are examining and reviewing as to whether travel can be allowed,” he was quoted by the Malay Mail as saying.
Malaysian outbound agents whom TTG Asia contacted said they were getting packages ready in anticipation of the reopening of borders to outbound leisure travellers. Those interviewed opined that neighbouring countries will be the first to allow reciprocal leisure travel with Malaysia and predicted it would take place sometime next year.
Adam Kamal, head of procurement and domestic market at ICE Holidays, believes that Thailand and Singapore will be among the first to establish leisure travel bubbles with Malaysia, and is forging plans for that.
“We are in the midst of researching what packages will be sellable, and we think it will be to destinations where Malaysians can self-drive or travel by land such as Phuket, Krabi and Hat Yai in Thailand, or Singapore,” he shared, adding that family and nature-based packages are likely to do well.
An agent from the southern state of Johor, Raaj Navaratnaa, general manager, New Asia Holiday Tours & Travel, shared that he is repackaging existing tours to Singapore with accommodation at major hotel brands.
He explained: “International hotel chains have the marketing advantage to showcase what additional measures are in place in terms of hygiene and cleanliness protocols. Personal safety concerns during this pandemic is of utmost importance to guests.”
Looking ahead, he believes that Malaysian travellers will favour nature-based and soft adventure tourism, over shopping in malls, given the lower risk of Covid transmission associated with outdoor activities.
Asakusa Tokyo , Japan March 17 2020 Man rides Japanese girls with mask on the road at rickshaw in the Asakusa district. Asakusa district with old Sensoji shrine is famous place for people visiting
Tourism suppliers in Tokyo are brimming with optimism that the upcoming addition of the capital city to Japan’s Go To Travel domestic travel campaign will inject a much-needed boost to local businesses.
From October 1, residents in Tokyo will be eligible for the campaign, and Tokyo will be included in travel packages and accommodation plans under the Japan Tourism Agency scheme.
Tokyo will be included in Japan’s domestic tourism campaign as the capital sees falling transmission rate of Covid-19; a rickshaw driver carrying two passengers in the Asakusa district of Tokyo pictured
The addition of Tokyo to the campaign is part of the Japanese government’s bid to shore up its flagging economy, and comes on the back of falling number of new coronavirus cases in the capital.
Hopes are high that Tokyo’s population of 14 million people and GDP of US$1 million will give the campaign a much-needed boost. Due to mixed messaging from local governments and customer reluctance, response to the campaign has been lukewarm, attracting only 13.4 million people to stay overnight during the period of the campaign’s launch on July 22 through end-August, according to a report by the tourism ministry.
Hans Heijligers, head of Japan IHG and CEO of IHG ANA Hotels Group Japan, expressed optimism that “people are ready to start travelling more and explore Japan”. He said the addition of Tokyo will “hopefully provide a much-needed additional boost to our markets,” citing four new hotel launches in Japan under the brand, including Hotel Indigo Hakone Gora, near Tokyo; and Kimpton Shinjuku Tokyo.
Steve Dewire, general manager of Grand Hyatt Tokyo, said the hotel is enjoying an increase in October and November reservations under the campaign.
“We started to offer a staycation package over the summer and saw a gradual increase of domestic bookings, but we can already see that this new campaign will give us an even bigger boost in business,” he said. He added that, combined with the campaign, Hyatt’s package offers 51 per cent off the standard room rate, which would be “very appealing to the domestic market and will help the hospitality industry as a whole”.
Suppliers near Tokyo are also expecting an uptick in visitors, as Tokyoites seek a countryside destination.
Mike Harris, chief refreshing officer at adventure activity and glamping provider Canyons Ltd in Nagano Prefecture, said: “With the inclusion of Tokyo, we are expecting our autumn to be even busier than normal, as 60 per cent of our summer clients are from the Tokyo region. For this reason, and the fact that temperatures are forecast to be high this autumn, we have extended our summer season of activities to mid-November.”
Sabre Corporation has welcomed Scott Wilson as president of Sabre Hospitality Solutions.
Wilson joins Sabre from Great Wolf Resorts where he served as its chief commercial officer.
He brings 25 years of experience leading strategic planning and key commercial activities for large global organisations in both the hospitality and airline industries, having spent several years at Marriott International and United Airlines.
A toast to the Young Skålleagues - with Director Young Skål Singapore, Ron Sathianathan (4th from left)
Young Skål Singapore was first launched by Skål International Singapore (henceforth, Skål Singapore) in 2018. As a category of Skål International for students and young professionals in the travel and tourism industry under 35 years old, the objective of Young Skål is to ensure that clubs around the world attract new and young professionals training for or working in the industry who, when qualified, will automatically graduate to active membership, thus ensuring a continuous supply of new and younger members.
Following an inaugural Young Skål Singapore networking and mentoring event in December 2018, Young Skål Singapore started with 3 members at the beginning of 2019. and the plan was to expand the membership base, allowing young professional millennials and students the opportunity to network and be mentored by the seniors in the tourism industry.
Skål Singapore Honorary Secretary, Ronald Sathianathan, former Hotelier, Hyatt Hotels, and with a close connection with youths, undertook the role of Director of Young Skål Singapore in 2019.
Induction of the new Young Skålleagues at Skål Singapore Christmas Dinner 2019
Skål Singapore actively organised Young Skål networking and mentoring networking and recruitment drive events which included participation in the Future Leaders Seminar and the Skål Singapore booth at ITB Asia in October 2019. The Young Skål Singapore President and Secretary were appointed in November 2019 and the Young Skål team was officially recognised at the Annual Skål International Singapore Christmas Dinner 2019.
A more recent event was held in February 2020 at Lyf Funan Singapore, which boosted the Young Skål Singapore membership to 15, a 400% increase from a year ago. 7 months on, Young Skål Singapore now comprises 23 Young Skålleagues.
Although Covid-19 thwarted some of the initial plans, Young Skål Singapore members continued to engage with their mentors and senior Skål Singapore members over virtual platforms.
Young Skål Singapore President Dragon Chua and member Swe Hao Yi, together with fellow Young Skålleagues, participated as panellists in a Young Skål Asia Webinar in June 2020, to discuss the impact of Covid-19 on the industry. A subsequent report by Swe Hao Yi was also published in the Skål International magazine.
Young Skål Singapore was recognised for its launch and growth by Skål International Asia (henceforth, Skål Asia). The Young Skål Club of the Year 2020 award was presented to Singapore by Skål Asia last month during the Skål Asian Area Annual General Meeting (AGM).
In addition, Skål Singapore was acknowledged for the launch of New Young Skål Arm 2019- 2020 by the Director of Young Skål Asia too.
(Left-Right) Young Skål President Dragon Chua, Director Young Skål Ronald Sathianathan, President Michelle Sandhu, lyf by The Ascott General Manager Norman Cross (host), Young Skål Secretary Jocelyn Sean, Member Patrick Fiat and Executive Committee Member Andrew Chan @ lyf Funan Singapore, February 2020
“Skål Singapore will continue to grow Young Skål and groom Young Skålleagues. While Covid- 19 has impacted some of the planned activities, we are optimistic that the tourism industry will thrive once again. We are glad to have a resounding growth in our Young Skål membership despite these challenging times. We continue to engage our Young Skålleagues via small group meetings or over virtual platforms, helping them stay resilient, motivated and connected, not just in Singapore, but across Asia and the rest of the world. Young Skål Singapore members will also be attending the virtual ITB Asia in October 2020,” shared Ron Sathianathan.
“Skål opens up the opportunity for members to an international network of professionals from the tourism industry. We will continue to work on retaining our existing members and recruiting new ones, for both Young Skål and Skål Singapore. A ‘member-gets-member’ plan to encourage existing members to invite their industry colleagues or friends to join the association is underway,” added Michelle Sandhu, President of Skål Singapore.
About SKÅL International
Founded in 1934, Skål International is a professional organisation of tourism leaders around the world, promoting global tourism and friendship. It is the only international group uniting all branches of the travel and tourism industry. Its members, the industry’s managers and executives meet at local, national, regional and international levels to discuss and pursue topics of common interest. Skål International today has approximately 15,000 members in 400 Clubs throughout 80 nations.
About Skål Asia
With over 2,500 members in 43 Clubs, 25 grouped in 5 national committees and 15 affiliated, the Skål Asian Area is the most diverse Area in the world of Skål, spanning from Guam in the Pacific Ocean over more than 10,000 km to Mauritius in the Indian Ocean with clubs in 17 fascinating countries in between.
About Skål International Singapore
Skål International Singapore was founded on 17 April 1952 as Club No. 102 of Skål International and is multi-national, non-political, non-racial, non-sectarian and non-commercial, where business links between members are encouraged.
About Young Skål
Young Skål is a division of the Skål International organisation, specially created for students and young professionals in the field of tourism.
A quartet of state-owned companies have signed an agreement to consolidate their hotel subsidiaries to form a holding company, with the long-term goal of transforming into the largest hotel chain in Indonesia.
Those five companies are Garuda Indonesia (airlines) as the holding company of Aero Wisata Hotels, Hotel Indonesia Natour (HIN), Pertamina (oil and gas) as the holding company of Patra Jasa, Wijaya Karya (contractor) as the shareholder of Wijaya Karya Realty, and Pegadaian (pawn shop) as the holding company of Pesonna Hotels.
Five Indonesian state-owned companies, including Hotel Indonesia Natour (HIN), have merged their hotel subsidiaries to form a holding company; Inaya Putri Bali, a HIN-operated hotel, pictured
Kartika Wirjoatmodjo, deputy minister of State-owned Enterprises (BUMN), said that BUMN should focus on their respective core businesses, while their unrelated subsidiary businesses needed to be consolidated under one holding company.
“Hotels owned by BUMN have a very strategic location, so if we can focus on providing good service, it is very possible that these state-owned hotels will be the pride of Indonesia,” he said.
In addition to sharpening business focus, this industry consolidation is expected to optimise business operations and help the companies gain a competitive edge, with the goal of becoming a market leader in the hospitality industry in Indonesia, according to Kartika.
Currently, the MoU has consolidated 22 hotel units, with Wika Realty appointed as the holding company for state-owned hotels.
Prata Kadir, director of technics and development of Wijaya Karya (Wika) Realty, explained that the holding consolidation scheme uses a share swap or inbreng shares system. Meanwhile, the share ownership value to be taken by Wika Realty will only be determined after the company has finished assessing the investment feasibility analysis.
“We are still conducting investment and assets feasibility analysis, while simultaneously preparing new subsidiaries for hotel holding and operator. The target is that by the end of the year, it will be completed so that by early 2021, we can start doing business development, including renovating hotels,” Prata explained.
In the master plan prepared by the company, in the third or fourth year of its conception, it will create a flagship hotel brand with international quality standards.
He shared: “We cannot yet decide whether to form a new brand or use an existing hotel name. However, it is certain that the value proposition, brand and market valuation will follow the (new) business plan that is currently being drafted.”
Although BUMN minister Erick Thohir has instructed a total of 104 state-owned hotels to join the BUMN holding company, Parta said the company could not guarantee that it could fulfill this wish.
“It all depends on the results of investment and assets feasibility analysis. If the results of the study are negative, why force takeover shares that have the potential to make the company’s performance worse?” Prata said.
Echoing this sentiment is Iswandi Said, president director of Hotel Indonesia Natour, who said the creation of a world-class flagship hotel needed to be economically feasible.
However, a greater challenge is the reskilling of the company’s workforce, he added. “State-owned hotel staff are mostly complacent about the status of state-owned companies so they are reluctant to upgrade their skills. In order for the holding company to become internationally competitive, the first job to be done is to restart the hotel staff’s mindset and upgrade their skills,” Iswandi said.
Meanwhile, Budijanto Ardiansjah, president director of My Duta Tour, said that this hotel company merger could be beneficial for business development and networking purposes.
“Merging state-owned hotels will not only be able to restore the glory of Hotel Indonesia’s flagship, but will give tourists more choices of international standard accommodation in Indonesia,” he said.
Expectant that the merger of the hotels does not lead to monopolistic conduct, Budi stressed that the new holding company should collaborate with industry players. He said: “Hopefully, after the holding company is formed, they will not sell their own products on their own platform but will collaborate with agents to market their products.”
Hospitality companies are restarting their business activities but a real recovery will require the right framework, which comprises fast and reliable testing pre- and post-travel to eliminate the need for quarantines as well as a universally-recognised health certification, says Michael Yates, co-founder of The Delivering Group.
In this new episode of TTG Conversations: Five questions video series, Yates and his fellow co-founder Mark Simmons highlight the growing trend towards direct distribution during this pandemic, greater reliance on market intelligence now to ensure the right target markets are targeted, and how a relaunch strategy and campaign should look.
Dream Cruises has debuted Discover Taiwan cruises on board Explorer Dream, on the back of “overwhelming” response to its island-hopping itineraries over the past two months.
As the first cruise ship to resume operations after the pandemic shut down the global cruise industry, Explorer Dream kickstarted sailings in Taiwan on July 26 with island-hopping itineraries out of Keelung to Penghu, Matsu, Kinmen and Hualien. Since then, the cruise line has completed twenty two sailings, serving more than 25,000 guests.
Dream Cruises debuts Discover Taiwan itineraries on Explorer Dream
Kent Zhu, president of Genting Cruise Lines, the parent company of Dream Cruises, said that the liner has been operating in Taiwan “without any incident and has garnered high scores in terms of passenger satisfaction”.
Explorer Dream’s Discover Taiwan cruises include a five-night itinerary from Keelung to the four scenic destinations of Anping in Tainan, Penghu, Kaohsiung and Hualien.
For those who prefer shorter trips, three- and four-night cruises to Penghu, Kaohsiung and Hualien, as well as two-night getaways to Anping in Tainan are available, where the cruise terminal will be transformed into a traditional market featuring local delicacies and specialty souvenirs.
Other highlights of the Discover Taiwan itineraries include a one-night cruise around the Keelung Islet and Guishan Island in Yilan, known for its Milk Sea, a natural phenomenon caused by the combination of seawater and a saltwater hot spring; as well as a two-night sightseeing cruise to the turquoise waters surrounding Ishigaki Island.
A country’s local sentiment towards visitors, as well as its transparency in sanitation measures, will play a major role in influencing the destination’s speed of recovery when global travel resumes.
These factors have ballooned in priority among consumers who are currently planning their first overseas trips, shared experts at the virtual PATA Travel Mart 2020.
Clockwise from left: PATA’s Trevor Weltman, TCI Research’s Olivier Henry-Biabaud, and TripAdvisor Fabrizio Orlando discussing how health and hygiene will impact destination competitiveness post-Covid at the virtual PATA Travel Mart 2020
In a TripAdvisor survey conducted over the past six months, more than 70 per cent of consumers across the world expressed concern about how destinations are handling Covid-19 cases and infections.
“More than 70 per cent (of consumers) mentioned the importance of how destinations are creating a culture of social responsibility, such as (being) required to wear masks and practising social distancing. They are also paying a lot of attention to the presence of businesses with measures in place to prevent the spread of the virus,” shared Fabrizio Orlando, global industry relations associate director, TripAdvisor.
He opined that a health and safety guarantee has dethroned price and location to become the main influencing factor in consumer’s choice of accommodation.
Orlando explained: “72.8 per cent of consumers told us that health and safety precautions are now the most important thing they look for in accommodation. 91 per cent say that cleanliness is the main criteria.”
In end-June, TripAdvisor launched a Travel Safe initiative that allows businesses to indicate their safety measures through a checklist. Orlando reported that the clickthrough rates for properties that have adopted this feature increased by 16 per cent, with properties in Asia recovering three times faster than those that have not adopted the checklist.
“Businesses don’t need to completely change their business model. Simply making small changes can leave an impression on customers. For destinations, it’s a matter of understanding that transparency is key. In this moment, they need to proactively shape the minds of people about why they can feel safe in that destination,” he said.
Local sentiment towards visitors can create a large impact on the perceived safety and appeal of a destination, added Olivier Henry-Biabaud, CEO of travel data analytics company TCI Research.
He explained: “Local sentiment will impact visitor experience and satisfaction, as well as destination reputation. Local friendliness is among the top three major criteria influencing visitor satisfaction and propensity to recommend a destination. This makes it more influential than shopping, accommodation quality and cultural attractions. If its locals are not welcoming to visitors, a destination cannot be competitive.”
Henry-Biabaud shared that while some 3,000 in surveyed populations across Asia-Pacific are eager for tourism to return – 73 per cent of residents expressed that their city should continue tourism promotions, and 77 per cent are still “very proud to see tourists” – issues such as cleanliness and environmental impacts of tourism are still perceived as the most pertinent concerns.
This is a spillover from debates pre-Covid-19, when there was “growing resentment” over issues such as overtourism, flight shaming, environmental impact and garbage management in popular tourist destinations.
Some 70 per cent of surveyed residents indicated that while they are eager for tourism to return by the end of the year, their city should “limit the number of international visitors” to prevent the spread of the virus.
Sustainable tourism with bike path in forest environment. Cyclist far away on the middle of the green filed.
WTTC has rolled out a new report that offers recommendations on how the travel and tourism sector can ensure a more seamless recovery, including forging public-private partnerships, embracing new technologies and adopting hygiene protocols to restore traveller confidence.
Created in partnership with global management consulting firm Oliver Wyman alongside several WTTC members, the report emphasises the importance of taking a global coordinated approach to recovery: enhancing the current seamless travel experience, embracing the integration of new technologies and enacting global protocols for health and hygiene to rebuild the confidence of travellers.
New report by WTTC and Oliver Wyman provides recommendations for more sustainable tourism recovery
Notably, it highlights the need for public and private sector to work together to recover the millions of jobs impacted, rebuild traveller confidence, and build the sector’s resilience.
The report highlights four macro-trends that are expected to lead the way through recovery and beyond: demand evolution, health and hygiene, innovation and digitisation, and sustainability.
According to the report, 70 per cent of North American leisure travellers say they would book during Covid-19 if changes were free.
Additionally, more than nine out of 10 (92 per cent) of consumers trust personal recommendations with regards to health and hygiene, and 69 per cent of travellers cite cleanliness as a critical component of a travel brand’s crisis response, and it is expected that travellers will continue to pay heightened attention to health and hygiene even after there is a Covid-19 vaccine.
This signifies a need for destination readiness, as consumers priorities evolve, along with the need to adopt new protocols for health and safety measures to keep up with the demand evolution we are seeing.
With the pandemic triggering a rapid shift towards digitisation, people are increasingly feeling comfortable with a touchless travel experience, with the report revealing that nearly half (45 per cent) of travellers saying they are ready to move from paper passports to a digital identity.
In addition, there is a growing focus on sustainability, with almost three quarters (73 per cent) of consumers stating they are taking note of brands that are making a difference during Covid-19.
Recommendations on how the travel and tourism sector can ensure a more seamless recovery include:
• Border openings and repatriation: A harmonised approach to remove travel restrictions, with a previous risk assessment in place, as well as standardised contact testing and tracing requirements at departure.
• Define common health and safety standards: The public and private sector should jointly agree on the implementation of health and safety standards across industries within travel and tourism.
• Strengthen worker support schemes: Provide payroll protection and wage subsidies as well as general consumer stimulus cheques and tax payment deferrals.
• Incentivise travel: Introduction of consumer incentives for travel spending, starting with domestic travellers and expanding to regional and international as quickly as possible and as appropriate.
• Promote tourism starting with domestic and regional travel: To capitalise on the initial recovery, governments, tourism boards and organisations should direct their early marketing and promotional efforts to incentivise domestic and regional travel. Importantly, they should also prepare and provide early marketing and promotional incentives to stimulate the earliest possible regrowth and recovery of internal travel and tourism.
• Extend digital infrastructure to rural destinations: Investment in digital infrastructure in emerging destinations and remote areas will be critical, as well as enhancing digital skills within local communities.
• Integrate digital identities: Accelerating the adoption of digital identities and solutions will be key to maximising accuracy for health and safety protections, while reducing bias in border control and expediting the movement of passengers.
• Rethink the workplace: The rapid shift to remote work will require the public and private sectors to come together to determine how to optimise the new working arrangements.
• Stimulate sustainability practices: Develop and provide incentives to encourage the implementation of sustainability measures within the private sector.
