10th Annual Tourism Conference Funchal, 6th of May 2016 Destination Client ing Employee ing 2 X Conferência Anual do Turismo - OE 1
Destination 3 Top of mind Small exercise, please respond to yourself: What am I looking forward to when I think about vacation? hotel, destination, beach, shopping, experience 4 X Conferência Anual do Turismo - OE 2
Top of mind Small exercise, please respond to yourself: What am I looking forward to when I think about vacation? hotel, destination, beach, shopping, experience 5 Top of mind Small exercise, please respond to yourself: What am I looking forward to when I think about vacation? hotel, destination, beach, shopping, experience What am I looking forward to when the vacation ends? home sweet home?! 6 X Conferência Anual do Turismo - OE 3
Top of mind Small exercise, please respond to yourself: What am I looking forward to when I think about vacation? hotel, destination, beach, shopping, experience What am I looking forward to when the vacation ends? home sweet home?! 7 Top of mind Small exercise, please respond to yourself: What am I looking forward to when I think about vacation? hotel, destination, beach, shopping, experience What am I looking forward to when the vacation ends? home sweet home?! anyone thinking in the flight? except those fear of flying 8 X Conferência Anual do Turismo - OE 4
Experience & Emotions The air transport is a commodity - not the destination! - not the experience! - not the product! Clients do not buy a product or a service. Clients invest in positive experience & emotions related to what they buy. 9 Creating demand 4 main pillars to focus on: Mastered to perfection, you create demand. As an effect of the demand, airlines & customers will come of its own. 10 X Conferência Anual do Turismo - OE 5
Creating demand 4 main pillars to focus on: Source market: Need of clients, characteristic of clients Mastered to perfection, you create demand. As an effect of the demand, airlines & customers will come of its own. 11 Creating demand 4 main pillars to focus on: Source market: Destination: Need of clients, characteristic of clients Security, infrastructure, image Mastered to perfection, you create demand. As an effect of the demand, airlines & customers will come of its own. 12 X Conferência Anual do Turismo - OE 6
Creating demand 4 main pillars to focus on: Source market: Destination: Your hotel product: Need of clients, characteristic of clients Security, infrastructure, image Focus on the target group, specialization Mastered to perfection, you create demand. As an effect of the demand, airlines & customers will come of its own. 13 Creating demand 4 main pillars to focus on: Source market: Destination: Your hotel product: Employees: Need of clients, characteristic of clients Security, infrastructure, image Focus on the target group, specialization Knowing the client, knowing the destination and services Mastered to perfection, you create demand. As an effect of the demand, airlines & customers will come of its own. 14 X Conferência Anual do Turismo - OE 7
Distribution Channel Management! 15 Distribution Channel Management! Channels transport liquids. The quality of the liquids is depending on the source, not on the channel. 16 X Conferência Anual do Turismo - OE 8
Distribution Channel Management! Channels transport liquids. The quality of the liquids is depending on the source, not on the channel. If the product is bad, the channel will not fix it. 17 Distribution Channel Management! Channels transport liquids. The quality of the liquids is depending on the source, not on the channel. If the product is bad, the channel will not fix it. A wide channel network allows coverage & reach can be good or bad for the the destination, depending on the truth (catalogue lies). 18 X Conferência Anual do Turismo - OE 9
Distribution Channel Management! Channels transport liquids. The quality of the liquids is depending on the source, not on the channel. If the product is bad, the channel will not fix it. A wide channel network allows coverage & reach can be good or bad for the the destination, depending on the truth (catalogue lies). The destination and hotel must decide if this channel management is dominated by third parties (tour operators & bedbanks) and the image distributed via the channels, or if it wants to influence and manage. 19 Client ing 20 X Conferência Anual do Turismo - OE 10
Are we all the same? 21 Are we all the same? 22 X Conferência Anual do Turismo - OE 11
Are we all the same? Personalization, diferenciation, segmentation and especially important: 23 Are we all the same? Personalization, diferenciation, segmentation and especially important: Provide the best service to your clients! 24 X Conferência Anual do Turismo - OE 12
Client ing Why does nobody receive us at the airport with a smiling WELCOME ceremony as Tahiti does? 25 Client ing Why does nobody receive us at the airport with a smiling WELCOME ceremony as Tahiti does? Why is the GOODBYE ceremony in most destinations, the poor airport infrastructure which invites guests to formally leave with a bad impression, produced by time consuming queuing and high prices for bad snacks? 26 X Conferência Anual do Turismo - OE 13
Client ing Why does nobody receive us at the airport with a smiling WELCOME ceremony as Tahiti does? Why is the GOODBYE ceremony in most destinations, the poor airport infrastructure which invites guests to formally leave with a bad impression, produced by time consuming queuing and high prices for bad snacks? Why don t we use our airports as destination promotion partners, as this is the only guaranteed place where our guests are at least twice during some hours? 27 Client ing Why does nobody receive us at the airport with a smiling WELCOME ceremony as Tahiti does? Why is the GOODBYE ceremony in most destinations, the poor airport infrastructure which invites guests to formally leave with a bad impression, produced by time consuming queuing and high prices for bad snacks? Why don t we use our airports as destination promotion partners, as this is the only guaranteed place where our guests are at least twice during some hours? Why don t we promote our winter season in summer to our summer clients? 28 X Conferência Anual do Turismo - OE 14
Client ing Why does nobody receive us at the airport with a smiling WELCOME ceremony as Tahiti does? Why is the GOODBYE ceremony in most destinations, the poor airport infrastructure which invites guests to formally leave with a bad impression, produced by time consuming queuing and high prices for bad snacks? Why don t we use our airports as destination promotion partners, as this is the only guaranteed place where our guests are at least twice during some hours? Why don t we promote our winter season in summer to our summer clients? and our summer season in winter to our winter clients? 29 Client ing 30 X Conferência Anual do Turismo - OE 15
Selling emotions Establish an emotional connection. They should not visit your destination because it is the cheapest, but because it is unique and they experience the best care. 31 Selling emotions Establish an emotional connection. They should not visit your destination because it is the cheapest, but because it is unique and they experience the best care. It is never about the price, it is always about image, experience & emotions. 32 X Conferência Anual do Turismo - OE 16
Impressive service Customer loyalty for the price of a bathrobe. 33 Employee ing 34 X Conferência Anual do Turismo - OE 17
The true capital of our company is not the property but our staff Bad experiences are nearly always attached to employee behavior, not to the hardware. 35 The true capital of our company is not the property but our staff Employees with the most intense customer contact, usually are the ones who receive the lowest degree of investment. 36 X Conferência Anual do Turismo - OE 18
Connect poor service with suffering They did not do me any bad, but nothing good!? Vitamin D 37 The most frequent cause of death of enterprises, is the insufficient capacity to adapt. 38 X Conferência Anual do Turismo - OE 19
39 Keep being brilliant! 40 X Conferência Anual do Turismo - OE 20
pablo.caspers@odigeo.com X Conferência Anual do Turismo - OE 21