Direct Marketing in Tourism [Archives:2000/34/Business & Economy]

Shams Tabrez
Director Marketing
United Travels, GSA
Continental Airlines.
The word Tourism is used very widely and I am thankful to Mr. Najeeb Yousef Mahyoub Sultan, State Authority for Tourism State Administration for Ecotourism who wrote a very good article under the heading Ideas for Development of Tourism in Yemen published in Yemen Times on Monday 10th July 2000 issue No 28 who gave the definitions of tourism and tourist very accurately. Now I think a lot of people must have cleared their concepts of tourism and tourist. Kindly allow me to quote Mr. Zafarullah Siddiqui, what he wrote in Dawn Karachi about Direct Marketing in Tourism
Tourism is no doubt a complex industry, because of its multi-facetedness. Its complexity lies in the fact that tourism promotion has to be directed at large number of people having different needs, wants, attitudes, tastes, expectations, and behavior patterns. The role of tourism marketing therefore, is to investigate the market very carefully, identify potential segments and then develop a marketing plan-strategy to get desired results while meeting consumer demands and expectations. The most important aspect in tourism marketing is to penetrates into the target market through direct contact and create an image that could influence client preferences and predispose them in favor of the product/service offered.
The direct marketing approach is therefore important in the sense that tourist is likely to be motivated to buy his holiday, airline ticket or accommodation in a hotel for a destination where most probably, he hasnt been before or wishes to go again. Hence it is psychological aspect for the potential tourist which he cannot evaluate, sample or taste before purchase, which needs to be addressed through one-to-one approach.
Before we discuss the scope of direct marketing in tourism, let us see how marketing in tourism is defined.
Marketing in tourism is defined as the systematic and coordinated execution of business policy by tourist undertaking whether private or state owned at local, regional, national or international level to achieve the optimal satisfaction of the needs of identifiable groups and in doing so to achieve an appropriate return
Having defined tourism marketing let us see the dimensions and dynamics of tourist product. Tourist product is a composite product, a combination of natural or man-made attraction, transport, accommodation and entertainment. Each of these components may be marketed for sales directly by its individual supplier or on a package through an intermediary called tour operator.
In terms of quality tourist products is assessed on its site or event attraction, its facilities, accessibility and on the efficiency and standard of service. As a matter of fact the range of tourist product elements encompasses total experience like beauty of a scenery, antiquity of a civilization, gentleness of a beach, etc.. and other factors for example safety, security, socio-cultural reactions, availability of infra-structure, utilities, entertainment, shopping and more importantly the behavior of fellow users and snob appeal of the product. In other words, the good or bad assessment of tourist product depends on consumers perception of experience and involvement.
There is however, a word of caution before launching aggressive direct marketing campaigns. The marketer must know the distinguishing features of the tourist product that; firstly, it cannot be moved from the place of consumption. Instead of bringing the product to the customer the consumer must be brought to the product.
Secondly, in terms of supply, the tourist product cannot be stocked in the sense that an empty airline seat is a product lost forever and thirdly product offering must meet the requirements of the local law and environment regulations.
Marketing specialists in tourism have a wide range of promotional tools e.g. advertising, direct mail, films, press articles, editorials, window displays, posters, brochures, travel trade contacts, seminars, exhibitions, conferences, familiarizations, tours of journalists/travel trade, attractive trade commission, lunch on vouchers, bonuses, prizes and many many more tools. Although the relative value of these promotional tools varies according to each potential market and nature of the product, all tourism marketing experts however agree that these promotional tools as marketing activities aimed at attracting travelers will fail to motivate the potential market, if three perceived risks viz. Psychological, Physical and Financial are not addressed in a personalized manner. It is here the concept of direct marketing in tourism takes its roots.
It is now a common practice for most airlines, hotels, tour, operators and even souvenir traders to maintain mailing lists of first time, repeat and of prospective consumers of their product offering. The computer has made this job easier to track down the airline passenger hotel guest or vacationer and keep record of their socio-economic indicators and consumption behavior which are used as a resource for direct marketing purpose.
The readers may recall the powerful impact of frequent flyer programs of airlines, where passengers are encouraged to travel the same airlines and earn free mileage points. Through this program the airlines keep a personal record of its customers and awards them with Silver, Gold or Platinum membership cards using the knowledge of individual customer needs, airlines develop facilities of special lounges on the ground to pamper them. Customers on board get addressed by name and served with special pre-ordered meals. The passenger even get served with birthday cake and cheers if his date of birth coincides with the travel date.
Likewise most hotels now maintain a profile of their Commercially Important Patrons (persons) (CIP) and address their guests by name while they check-in or check-out from the hotel. This way the clients feel honored and get ego satisfaction.
In order to tailor-make holiday programs most tour operators regularly organize destination shopping sessions for potential clients where they are shown videos of hotels/rooms and facilities, on board airlines services and attractions of the holiday destination thereby substantially reduce their perceived risks.
Tour operators maintain videos and brochure libraries and potential clients are encouraged to borrow cassettes, browse brochures and help themselves with complementary catalogs for choosing the product. Large tour operators have experienced tourist guides who through individual sessions guide vacationers on their choice of destination.
To sum up, the increasing competition, and the emerging highly demanding customers have made direct marketing not just an option but a marketing need.
Direct marketing besides ensuring a tailor-made and satisfying product for the customer also helps suppliers to minimize marketing and promotional budget wastage. A penny saved being penny earned which helps marketers to stay competitive in price, quality and service sensitive tourism industry.
Direct marketing in tourism is thus the only viable answer for having satisfied customers: a prerequisite for successful sustainable and growing business.
Travel and Leisure Page is one of the tools of Direct Marketing.

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