Top Ten Memorable Tourism Campaigns (2018 edition)

It’s that time of year again! My Royal Roads University MA in Tourism Management students are sharing their most memorable tourism campaigns.

Here’s what’s top of mind for 2018:

  1. Imagine Your Korea. The MA student who shared this campaign had a personal connection to the destination, but said this captures the fun and vibrancy of the destination. Check out their YouTube channel at https://www.youtube.com/user/ibuzzkorea
  1. WestJet’s Christmas Miracle campaigns, which combine corporate giving with strong public and media relations. Too numerous to mention them all, a recent WestJet effort in the Dominican Republic offers a good example. Click here to watch it.
  1. “Red Sucks”, the video from a small mountain in the Kootenays. This campaign was a tongue-in-cheek look at 24-hours in a guest’s life at the local resort. Watch the video here.
RedSucks
The landing page for Red Sucks. It’s cheeky!
  1. The transcendent nature of the “Super, Natural British Columbia” brand that has persisted through several organizational structures to touch the hearts and minds of hundreds of visitors. Students this year referenced the Wild Within video (here) as being particularly memorable.
  1. Tourism Calgary, the Calgary Stampede and other stakeholders’ “Come Hell or High Water” statements, and “Calgary, We’re Open” a 2013 collective effort to invite visitors to the destination despite excessive flooding. See the official tourism video here.

5. UNILAD Adventures’ look at Zimbabwe, as posted on Facebook.

  1. “Pure Michigan” radio campaign, particularly in the Windsor-Quebec corridor. Apparently to those who live there, these spots are a near-constant presence.
AustraliaCampaign
This campaign has staying power.
  1. Tourism Australia’s “Best Job in the World” campaigns. Starting with a 2009 contest for the NSW region, this grew into a national youth-focused initiative drawing global attention.
  1. Canada shared by Canadians – Keep Exploring. This sweet video combines thousands of hours of submissions from across the country along with a chouette chanson in English et en francais. You can watch the video here.
1. And the “winner” is? Incredible India. I promoted this to the top spot because my BCIT undergrad students also voted this the top brand in our destination development course. Click here for a 2013 commercial from the campaign.
To view the list we created in 2017, click here. And let me know what campaign springs to your mind (from any era) in the comments below!

The future of tourism: social cultural enterprises

One of the best experiences of my trip to Vietnam was participating in a cooking class called Oodles of Noodles run by Streets International in Hoi An.
Doang was the first up from the Oodles of Noodles team. She taught us about the program and asked us to “please correct our English so we can learn”. Throughout the experience all the hosts were very good at interacting with the group. “We need your help to learn. You will do that, yes?” “Yes!” we all promised.
Next we watched a short documentary about Neal Bermas’ vision for Streets International. They conducted research to find the right city and chose Hoi An due to the high levels of visitation and its history as a multicultural port and culinary destination. Their goal is to launch careers in hospitality.
The program provides participants with full health care, lodging, and three meals a day. These are orphans, children from HIV backgrounds, or formerly trafficked and prostituted people. The facility has a working kitchen, a classroom for culinary lessons (both internal and external, like ours), and a 16-station computer lab for learning English.
The cooking class that followed the program description was immersive and entertaining.
Nho
Nho the noodle expert

A young woman named Nho taught us about noodles and I now consider myself a rice noodle expert. Dai from Hanoi did a demo which was also broadcast on a TV for the people at the back.
M Nhi is from close to Sapa. She taught us to count down in Vietnamese as well as guided us through the noodle making process at our table. Our noodles were combined with a charcoal broiled variety to make a smash cake which made a delicious appetizer.
The tables were then wiped down and we were served the local specialty prepared by the culinary students.The entire group agreed that the meal, the service, and the cleanliness of the facility far exceeded anything we had experienced so far.
Streets International also runs a restaurant, one that is designed to stand on its own. The servers, hosts, and culinary team are all program participants.
Recognizing that front-of-house trainees receive the lion’s share of immersive language and hosting experience, Streets International also partners with local tour operators to offer tours led by back of house staff. These tours allow budding chefs to take guests through Hoi An, where they practice English and share the culinary history of the destination.
Intake for this program is every nine months. So far 250+ youth have graduated and there are more job offers (high end restaurants, resorts, etc) than graduates. A second location recently opened in Hanoi.
My experience of Hoi An was one of a busy destination, one where popular sites were choked with tourists barely grasping the significance of what they were seeing. While at times I experienced the dreaded ‘overtourism’, the afternoon spent at Ooodles of Noodles was educational and entertaining – all while making a difference in the lives of young people.
This is the future of the industry as far as I’m concerned and a model for tourism done right. I’ve already challenged my soon-to-be tourism graduates back home to explore this model and see how they could bring it to BC.

It’s TIC Time!

I can’t believe a year has passed since I started this blog at the Tourism Industry Conference. Here we are again getting ready to learn about pressing issues in our industry including:

  • Labour
  • Housing
  • Transportation
  • Marijuana Legalization
  • Taxation

And all of the marketing best practices that can have an influence on the way that destinations and businesses sell themselves. First up we had the TIABC Town Hall where delegates broke into tables and went deep on an issue.

The feedback is going right to the top where TIABC will take forward our suggestions to help advocate of the policies that will shape our industry.

I hope to publish at least two pieces out of the conference*, but first up, the Winning Pitch provincials where BCIT will battle it out with TRU, VIU, and Selkirk College for the crown!

#bctourismmatters

*I fly to Vietnam with my daughter late Friday night so we’ll see what I can do

Travel Healthy: Vaccines and other preventatives

In just 35 days my daughter and I will board a plan for Vietnam, but as a tourism professional I’m embarrassed to admit I hadn’t considered our health and vaccines. Thankfully another mom (who visits Vietnam frequently) recommended the Vancouver Coastal Health travel clinic.

This for-fee service from our local health authority pairs expert advice from prescribing doctors with nurses who administer vaccines and fill prescriptions, with the added bonus of purchasing other preventatives including:

  • Probiotics for increasing digestive resilience to foreign foods and bugs
  • High quality insect repellant (for Dengue Fever and Zika)
  • Sunscreen containing zinc oxide
  • Prescribed oral preventatives such as Dukoral (for travellers’ diarrhea) and Vivotif (for typhoid fever)

Upon arrival, a doctor consults with you to review your past vaccination and travel history. This doctor discovered I was out-of-date on Tetanus and MMR (childhood vaccines) and additionally recommended I vaccinate against Hepatitis A (I’ve been immunized, and proven resistant, to Hep B, or that would have been administered as well).

The doctor was able to rule out the risk of Yellow Fever based on our routing, and also ruled out Japanese Encephalitis based on time of year. He also reminded me of the risks of petting strays and wild animals (which certainly applies to my daughter), and that should we not heed this recommendation, Rabies is dealt with after potential exposure.

I appreciated the consultation, which was easier than doing my own research in the face of multiple conflicting sources. It was also much easier than getting a prescription from my doctor and having that filled at a pharmacy, where my experience is they frequently run out of the required quantities of these often-volatile oral vaccines.

The doctor was also able to make recommendations for my daughter, who’ll get her pokes next week. While it’s common for entire families to come in together, I decided it would be easier to investigate first and bring her in second. Next time I’ll get it all done in one go, since the convenience of the clinic is they have everything on hand and ready; and there’s a consultation cost savings per person if they come to the same visit.

Travel Clinic Fees
Each vaccine costs roughly $40-$60.

While preventables do come with a price tag, the benefits are three-fold: better health, increased peace of mind, and ultimately a better chance at an illness-free trip for this experience of a lifetime. I’d say it was well worth it!

To book an appointment (online) at the Vancouver Coastal Health travel clinic visit their site and complete their pre-visit questionnaire at:  http://travelclinic.vch.ca

As per usual, while this blog endorses specific products and services, I have not received any compensation for my post.

 

 

 

Beyond the 4Ps: Programming works!

Kotler’s 4Ps of marketing are a staple of business education. We speak frequently of product, price, place and promotion strategies – especially as they relate to consumer packaged goods.

Those in the tourism know are also familiar with Morrison’s expansion into the 8P’s of services marketing (2010):

  • People
  • Partnership
  • Physical Evidence
  • Programming

Programming pertains to customer-oriented activities (special events, festivals, or special activities) designed to increase customer spending or length of stay, or to add to the appeal of packages.

Recently I discovered a practical example of programming from the retail sector: the MEC race series. These series of either road or trail race events are hosted by different MEC stores across Canada, tying together the retail experience with online communications and in-person brand experiences to create a sense of community while increasing sales.

As a road race participants are encouraged to purchase a bundle of roughly six races for a one-time fee of approximately $72. Prior to each race, emails are triggered reminding participants to come and pick up race packages, with a Saturday-long in-store option. For those who pick up a package (essentially a race bib and some verbal info) in-store, a 10% savings coupon is presented (valid that day only). I used mine to buy rain pants for my little cheering section.

The race gives MEC another reason to reach out to shoppers, and furthers their mission and values around inspiring and enabling everyone to lead active outdoor lifestyles.

But let’s get back to those rain pants. By incentivizing me to purchase with a same-day discount, MEC is ensuring I don’t go out and troll Craiglist for a couple of used pairs, cashing in on the convenience of having me on location. That’s over $70 in additional sales, and a much more targeted series of communications than traditional media (or even most digital and direct channels).

So far the events have been very well run. Kudos to the MEC team for standing in the freezing rain cheering us all on at Sunday’s first race.  And kudos to their marketing team for ensuring that all the branding, from the kilometre markers to the race arch itself, proudly displayed the bold green MEC square.

RaceSeriesArch.jpg
Branding!

Many tourism businesses from attractions to entire destinations are increasingly relying on programming to fill the shoulder season. Dine Out Vancouver is a popular example.

Do you have an example of programming at your business or in your destination? Share it in the comments!

Note: Despite my love for all things MEC, as with all posts on Tourism Nerd I receive absolutely zero compensation for writing about them. 

 

 

Ask a Travel Trade Pro: A tourism nerd chat with Aphrodite Karagioules

Aphrodite Karagioules is a travel counsellor and Mediterranean specialist for Omega Travel as well as a senior land coordinator for Land of the Gods Voyages – with over 16 years’ experience in the travel wholesale business.

Aphrodite and I met back in high school. I was thrilled to find out she works out in the travel trade since I’m currently teaching a leisure tour and travel course for the first time. For the benefit of my students, and a good catch-up, I met with her to discuss her career path and perspective on the industry.

TN: How did you end up working in travel?

“It all started back when I was a teenager, going to Greece and visiting my cousins at their campsite on Naxos Island. Eventually I fell into working there in the summers. It was incredible – not just the working environment, but I loved working with tourists, meeting people from different cultures and countries. I was hooked.

After high school I went back to Naxos and started working in restaurants. I bounced from Vancouver to Greece, working in the food and beverage industry. But I grew tired of working nights, and not sleeping well, and the lifestyle.

I had visited with Maria (the owner of Omega Travel) to discuss this. I grew up a block away from the agency and Maria was a family friend. Maria recommended I go to travel school, but at the time not much came of it, I kept working in restaurants back in Vancouver.

Fast forward a couple of years and I was at a big Greek wedding and I ran into Maria again. I had since put down roots in Kits permanently. Through our conversation at the wedding it became clear that I should go to travel school and join the agency and I’ve been with them ever since.

So 16 years later, I’ve grown with the company and weathered some significant challenges. We’ve had years where travel has dried up entirely due to economic crisis. We’ve seen the Greek crisis … we’ve prevailed through all of it.

It’s a very dynamic industry. There are countries that fall in and out of style as destinations – for example Egypt and Turkey are experiencing unrest and I’m an expert in both these countries but they’ve fallen off of the map. Overall it’s been very demanding and rewarding.”

TN: What are some things that you wish people knew about their travel agent?

“That’s a good one!

I want them to know that while our clients are priority, honestly we have a lot of things going on and we’re human. It would be impossible for a computer to do what we do. There is pressure from clients who don’t understand that in any given moment I’m pulling together a once-in-a-lifetime package trip to Croatia, then someone calls needing last-minute flights to Italy, someone else wants cruise info ASAP.

I made the choice to be salaried, and not to be on commission for this reason. I love working with clients and bringing them value … but I don’t want the headaches of the constant hustle for commissions, the 4am phone calls … it’s more money but at what cost? This way I can support myself, take good care of my clients, and everyone wins.

It’s hard some days. But my attraction to this line of work is excitement and learning. I love learning about the world, and I’m worldly because of my job.”

TN: So what about the sales aspect?

“It’s cool to be able to quickly put together a package of a trip where I have the expertise to pull everything together, along with the competitive rates, that give the guest everything they want. It’s almost second nature I’ve been doing it so long, I don’t even know what I know!

I also like the camaraderie in the office and the industry. There are so many neat events and other networking opportunities that come with the sales side of the business. Air shows, travel shows.”

TN: Tell me about the event I saw you posting about on Instagram.

“Yes, that’s a good example! Air Canada Vacations, and Velas resorts (a high-end all-inclusive group of resort properties in Mexico) took some of the best agents and provided us with an amazing culinary experience. All of this was a backdrop against which they could update us about contracts and various incentives. These are incentives for both the agents and the clients. We may earn benefits but our clients also get the chance to earn points with Air Canada Vacations.

Outside of the sales events, most of my experience comes as a tour operator and packaging components for sale, and in my experience the tour operator aspect is more interesting. So for example, I’ve been to France and I’ll be returning to France to meet with the DMC (destination management company) we partner with.  I really enjoy meeting with them and getting to know the components first-hand … they show us the different destinations the hotels and the region. Then I also like to add in food and wine so I can really sell the complete experience.”

TN: So would it be fair to say you enjoy the tour operator component more?

“Well, I’ve only been doing retail for a year so it’s hard to say. At the moment I’m pushing to get to know more product. For example I would love to get to know Cuba and my company will invest in me to go down and check these experiences out first-hand. It’s one of the reasons I enjoy working where I do. They’re very supportive of this aspect.

It’s important for us in retail sales to do as many inspections as we can. Not just of hotels! This includes things like airlines, learning about seat configurations … this is the valuable information we gain that we can share with our clients. Recently I toured the AirBus 380 in Toulouse and now I’m much better equipped to share insider information with my clients.”

TN: So many people today are all about the OTA*. What do you think about that trend?

“Well, you just told me the perfect story really. Because you were mentioning that you’ve booked a trip to Vietnam where the tour operator is providing one-of-a-kind experiences like noodle-making workshops and homestay overnights. So what you’re mentioning with booking that experience really speaks to the level of service that we can provide in the industry – that humans can provide – that an algorithm or website really can’t.

We offer extra touches like in-destination support. And we have access to the same information and often even more, because our partnerships behind the scenes can really help. I know exactly which airlines will offer name changes and which won’t, and how to take care of details like that should they arise. I don’t know of any OTAs that will go that extra mile for their customers.”

TN: How can today’s consumers make the most of working with a travel agent?

“Firstly, if you value your time, you will come to love working with an agent. Again, I’ll do whatever I can to make the trip special, even if it comes down to things like doing a seat select, I go over and above. I like taking care of things and anticipating customer needs. Everything is a little project and because of my experience I know what little things can come up and I can handle them instantly.

I would also encourage clients to really soak up the advice from their agents. Your agent is going to know about logistics (for example, making sure your passport is valid and up-to-date well beyond travel dates).  I qualify my clients as best as I can before booking to make sure they’ll actually be able to take the trip. Again, this isn’t necessarily something you’re going to get with an OTA.”

TN: Any advice for tourism or travel students?

“Well, if you choose this industry, you’ll never have a dull moment, honestly. You always have to think outside the box.

And at the end of the day, you get to travel. What’s better than that?”

Thanks to Aphrodite for the chat! 

To book a trip to the Mediterranean with Aphrodite and her team, visit LandoftheGods.com.

*OTA = online travel agency (e.g. Expedia)

 

Forget the Work and Get Outside?

I’m slugging through the winter break, trying to push ahead into my next term of teaching and attempting to ensure I’m ready. I’m not.

I’m also in the middle of a contract editing a test bank. Yes, that’s a bank of test answers. It’s very dry work. I’m not sure what I was expecting but. Wow. So dry.

So it may not make much sense, but I’ve been blowing off work and heading into the mountains to pursue a hobby I’ve wanted to try for years: snowshoeing.

Snowshoeing is AMAZING. It’s like skiing or snowboarding in that you’re outside, in the fresh air and mountains. But it’s also way easier to do, which is great because alas I am not very coordinated.

Now when I’m not outside, I’m dreaming about being outside. I think this is a very ‘tourism nerd’ dilemma – to have our day jobs (which are generally very awesome in and of themselves) and yet to be pulled to get out there and enjoy. I preach and teach about #exploreBC, so shouldn’t I be out there doing it?

Alright. Back to the grind. This test bank will not edit itself. (Unless … no. It won’t). I’ll try to remember that contract work like this helps pay for my adventures.

See you out there soon!

What makes a Super Host, part two …

Last week I wrote about the SuperHost program and how it taps into fundamental customer service tools to help businesses improve their NPS scores.

But there’s another fundamental component covered by SuperHost: appreciating the emotional experiences customers go through.

I was reminded of this “emotional component” a few days ago. Some students asked if they could have a meeting with me. It was a busy day, so I asked them to follow me into my next lecture. I was expecting them to ask me for an extension on a project or some advice on studying for the exam.

I was wrong. One of the girls pulled out some stuffed animals, while another produced a card and a small plant. “We read your blog and we heard you’re having a tough term,” they said. “We want you to know we appreciate you and we hope things are going better.”

With that they left. I was blown away. The card expressed the same sentiment with the added words “You are awesome!”

Of course it brought tears to my eyes. The stuffed animals are for my kids, the plant for my desk, and the card … for my heart.

Working in the service industry, it’s easy to get caught up in scores, and ROI, and the grind … don’t get me wrong, these things are important.

But the heart of the matter is that customers are people, with lives outside the scope of our interactions, who need some TLC from time to time.

I’m confident these young women will make great additions to any tourism team because they have the brains, but more importantly, the heart, to make a difference with our visitors.

What makes a Super Host?

This summer my family and I pulled into our motel after a long day on the road. There had been an accident on the highway. We were cranky, and tired. The kids were DONE.

We stumbled into the office to check in, and a friendly woman appeared behind the counter. She offered my kids a glass of water and checked us in immediately. Five minutes later we were hydrated, settled in our room, and had the name of the best place to order a pizza.

It’s times like these that make me glad we live in a province of exceptional service providers. Tourism is about experiences, and the more we can foster remarkable front-line interactions, the more our guests are likely to recommend us.

Why do recommendations matter? Beyond TripAdvisor and other review-based platforms, recommendations are the heart of metrics like the Net Promoter Score, a tool whereby your detractors are taken from the promoters to give your experience an overall score. This score can be negative! It’s especially hard to achieve a positive score when you have multiple neutral customers. They don’t count in this calculation.

NPS is being used by Destination BC, Tourism New Zealand, and many other major brands.

One of the keys to helping BC achieve high scores with our visitors is consistent, industry-driven customer service training. That’s why it’s so exciting that go2HR has re-launched SuperHost, a training program first launched in 1985 in preparation for Expo86.

I recently had the privilege of piloting SuperHost with my students in the BCIT tourism marketing program. It’s a hands-on way for new entrants to the industry to learn what it takes to deliver remarkable experiences. The activities are fun and memorable.

Want to learn how you, or your team, can get the SuperHost designation? Visit https://www.go2hr.ca/training/superhost-customer-service-training for more info. Or contact me to set up a workshop!

 

 

“How do I become a travel writer?”

One of the questions I get regularly is “how do I get paid to be a travel writer?”

This comes up frequently during informational interviews and at networking events. I’m by no means a prolific writer but I have had some success with it, and I sure do enjoy it. You can check out some of my recent work here .

Here’s what I share with prospective writers about my journey and what travel writing looks like to me.

Understand that for most, it’s a side job

I have never made a full living from travel writing, so as with many tourism professions, it helps to have a ‘day job’. If you’re starting out (e.g. early in your career) I recommend getting a steady job in accommodations, and then branching out in to writing from there. (Find out why I recommend starting in accommodations here.)

Know what perspective you have to offer, and provide samples

My daughter and I are planning a trip to Viet Nam so I’m pitching some ideas based on our itinerary, my perspective as a mom, and the “family travel” angle. I always provide a link to recent work published on another platform. I also try to pitch a specific concept to “e.g. Top 5” or “How to” and give the editors something to visualize. Note that in my experience, most of the time you’re going to want to plan the trip and then pitch the writing gig to the relevant publisher. I have been paid to take a trip and write, and it is awesome, but that came after I proved myself to that publisher.

Be a nice person (and as “real” as you can be)

This may sound trite, but it’s my philosophy for all things career (and life). Be kind to other people, and be yourself. I’m not the world’s most polished ‘professional’, and that’s ok. I’ve got a down-to-earth personality, I’m a ‘hugger’, and I’ve got a dirty mouth. I will rein all that in as needs be, but for the most part, what you see is what you get. I tend to end up working with people whose personality jives with all of that, and so far it’s working out.

Make lots of contacts at industry conferences, work, and school

Most of my writing gigs have come to me by way of industry events or via friends I’ve made in school (especially graduate school). If you follow my advice in terms of being a good person, and determining a point-of-view, you’ll start to attract gigs along the way.

Social plays a greater role than before

All that said, I started my writing career at a time before Facebook or Instagram even existed! People were using Ask Jeeves* for their travel plans. So my writing has had to evolve. The good news is, if you’re younger, the connection to social is automatic and instinctual. You know about keywords and being an ‘influencer’ and the importance of video. Harness that and share it with platforms that are crying out for better content!

Stick with it

Last bit of advice here, and that’s to stick with it. If you have a day job, set reminders in your calendar to reach out to new platforms and make connections at blogs and magazines. This is the hardest advice to follow myself – but if you make time for your craft on a regular basis, and dedicate time to developing relationships with publishers, you’ll get there faster.

*ironically, if you don’t know what this is, I suggest you Google it