Destinations need to think out of the box

Highlight what makes you unique and tap into travellers’ expectations.

We recently wrote about business travellers and the growing trend of them looking for destinations that are unconventional and adventurous. Yes, the standard hotel room is still number one on the list for business travellers, but this is mainly because they know they will get what they expect. Hotel groups normally also make this easier, as they have a standard room types, which provide guests with exactly the same whether it is in South Africa or London.

With the bleisure travel trend becoming more and more popular, the demand for more adventurous and unique accommodation options will also increase. This means that destinations will need to start thinking out of the box and tap into travellers’ expectations, which is ever changing and could be quite challenging, yet very exciting!

Out of the box thinking. (Image from: writerswin.com)

Out of the box thinking. (Image from: writerswin.com)

This does not only apply to business travellers, but also leisure travellers. Destinations need to figure out what makes them unique and use that as a selling point. Unique selling points is what gives destinations their competitive advantage. What is yours?

How to identify your unique selling point:

If you are uncertain about what makes your destination stand out from the rest or if you are looking for a way to stand out from the crowd, ask yourself these questions:

  • Does my destination offer something different to the destinations in the area?
  • Can we incorporate educational tourism or voluntourism or something similar in our destination?
  • Does my destination cater for a niche group of travellers, i.e. business travellers, travellers with kids, adventure travellers, etc.?
  • Is there a way to incorporate certain activities for travellers at our destination, i.e. yoga classes, meeting rooms, conference facilities, water sports, expeditions, etc.?

These can be guidelines to see where your destination is able to create its own unique selling points, eventually letting the destination evolve and stand out from the rest.

Tools and Trends to use to your advantage:

Keeping up with current tools and trends in the travel industry will guide you to successfully identify certain areas in which your destination is able to exceed guests’ expectations. Examples of these include:

  • Travel apps and the use thereof
  • Free Wi-Fi
  • Knowledge on the different types of tourists and their needs and expectations
  • Creative and inventive thinking (thinking out of the box) from employees
  • Customer feedback (always very valuable)
  • Customer Journey Evaluations (done by Travelling Mystery Guest and helps to identify gaps in the customer journey that need to be attended to)
  • Customer Journey Mapping workshops (teaches HODs and staff how departments interlink with each other to create the ultimate customer experience and shows touch points where the destination has an opportunity to WOW the guest. Contact Travelling Mystery Guest for more information and bookings.)
  • Knowledge about Millennials and their travel trends and expectations
  • Seasonality trends
  • Mobile and other technology that can improve the guest’s experience
  • Cultural, sport or leisure events and wellness holiday trends
  • Long family holiday trends
  • Older travellers tend to travel further and longer and look for more adventure
  • Younger travellers drive the trend for activity or sporting holidays

These are only a few of the things you could consider when you want to set your destination apart from the rest and be the best. Find your unique selling points and use it to your advantage. Think out of the box.

Advertisements

The changing business traveller

Business travellers are no longer just suits carrying briefcases.

E.S. Brits, 2016 – Bloggers, networking events, conferences and face-to-face meetings are the driving forces propelling business travel into a new era.  Recent surveys have found that Millennials are twice as likely to plan and undertake business trips when compared to Baby Boomers. New apps are introduced daily, catering to the unique needs of the corporate traveller, and travel programs now offer everything from expediting the boarding process to assisting travellers in avoiding flight delays.  As travel requirements change and new rules and legislation is implemented, the travel industry should also adapt and grow to account for the increased demand for specific business travel trends and needs.

Technology enables us to be in constant contact with our friends, and family. Between Skype and Google hangouts employees, colleagues and business partners can connect even when they are continents apart. But still, the good old-fashioned face-to-face meeting remains hard to substitute. The face-to-face meeting is however busy changing.

Changing business traveller

Changing business traveller (Image from: Skift.com)

For hotels, guesthouses and other travel destinations, business travellers are a very appealing market. If they want to successfully reach this lucrative market they have to stay ahead of the trends. The new business traveller’s needs have evolved; they are now looking for a temporary home-away-from-home paired with a fast, efficient and seamless experience that will enable them to work on-the-go. This new trend goes hand in hand with the following needs:

  1. Business travellers want a seamless experience through apps

In order to attract the growing market of corporate travellers, accommodation establishments need to make use of multi-screen bookings, allowing travellers to adapt their plans in an instant – to change bookings, book in or out, or even cancel bookings. Even better if the app can also link the traveller to local restaurants and coffee shops, transport, weather forecasts, and for the bleisure travellers, a sight or two to visit while on their trip.

  1. Enable the business traveller to maintain their workflow

When travelling for business, efficiency is key. Companies expect their employees to work, even if it is from a hotel room. Therefore, hotels and other accommodation establishments should offer Wi-fi and charging stations in the room and printing and other business facilities on-site – preferably open after hours. No matter who the traveller, Wi-fi remains an expense that most travellers would want to avoid, giving travel destinations who offer it free of charge a definite competitive advantage.

  1. Consistency

Corporate travellers often prefer to book with accommodation chains and hotel groups with a known brand. Surveys have found that business travellers rated hotel chains as a safer bet when travelling to different countries or locations. But that does not mean that independent hotels should be dismayed. They can compete in this market by making sure their marketing advertises exactly what the traveller can look forward to, and then deliver on that promise. Show off the amenities that will really matter to this group of travellers, e.g. your big rooms equipped with a work desk, displaying the free Wi-fi sign. But make sure all the rooms look like that picture. Remember, consistency builds trust and not delivering what you promised breaks that trust.

  1. Location, location, location

Business travellers prefer to book their accommodation close to key locations, where there are reliable transport and dining facilities in close proximity. Pair this with stable connectivity and facilities that will ensure a workday without frustration and there you have it! Advertise accordingly, emphasising safety, comfort and productivity.

  1. Loyalty and rewards programs

Incentives can be a successful motivator to ensure repeat business and return guests. For a corporation making a booking for their employees’ business trip, incentives that have proven to be effective include a reduced corporate rate for small businesses, loyalty packages for large businesses, and special business services that will ensure continuous workflow.

  1. Keeping everything in one location

Conference facilities, space to have face-to-face meetings, work space for group sessions and breakout rooms are indispensable for any business traveller. Having these facilities in the same location is ideal.

  1. Going cashless

Exact record-keeping is one of the headaches of travelling on the company’s dime. Going digital makes the whole process easier, allowing travellers to pay directly from their mobile devices while saving an exact record of the expense.

  1. Shorter lines and no waiting times

The old saying, “time is money”, rings very true for corporate travellers, who require fast and seamless check-in and check-out experiences. They will look for destinations that go digital, allowing guests to check in and out on their mobile devices and apps, as well as key-less entry to their rooms.

  1. Different is sometimes better

Some business travellers consider the somewhat unconventional accommodation options when going on a corporate trip – anything from bed and breakfasts, self-catering apartments, cabins, lodges and even tree houses! Although the demand for traditional hotel rooms is still high, this growing trend indicates that business travellers are willing to be adventurous and to think out of the box. That means you should too. Accommodation establishments should highlight what makes them unique. Never be afraid to show what else, over and above the business centre and workspace, you offer.

  1. Healthy travellers

The global health trend has extended to the business travel market. Hotels and other accommodation establishments, airports and other business facilities have started to offer new services that focus on the well-being of the traveller. These services include relaxation areas, exercise classes, and juice bars.

Business travel is an ever growing market, and if tapped into successfully, can be very rewarding.

Gaining more guests

Many hotels, guesthouses and restaurants offer more than just food and accommodation to their guests these days. It not only gives them additional exposure, but also helps them gain more guests.

Customers tend to change frequently regarding their needs, expectations and even emotions. By experimenting with some additional offers, we might be able to identify some new expectations more easily and even gain competitive advantage.

Outdoor Movie Night

Outdoor Movie Night

(Image found on babble.com)

 
Have you noticed how expensive it has become to watch movies at the cinema? Not to mention the price of popcorn, slush puppies and other snacks. Why don’t more venues use this as an opportunity? People love to go back in time and to experience some nostalgia every now and again. Why not give them a venue where they can watch movies in the garden while enjoying a box of homemade popcorn?

 
Dinner Theatre is another thing that draws many guests’ attention nowadays. It might be a little more expensive than going to the cinema, but the value for money is just so much more worth it. Spoiling your guests with a dinner theatre every now and again will keep them excited about your establishment and curious about what’s happening next. Those guests who only came for the performance now also have a chance to experience your venue and mention it to their friends.

 
Internal and relationship marketing has become key in the tourism and hospitality industry. We need to find ways to impress current guests all over again in order for them to spread the word. We need to think out of the box. Surprise your guests with something creative and new every now and again, build relationships with them and see how they do your marketing for you!