2011 Is the Year of Mobile Marketing

  By Kate Sutherland, Account Supervisor, Consumer

The Association of Travel Marketing Executives (ATME) recently brought together leading industry executives to discuss what was new and exciting for the coming year. While the entire panel agreed that the past few years had been difficult for each of their industries they were all optimistic for a strong 2011 and had a fresh outlook on how to attract new customers.

Mobile marketing is the number one new tactic being employed from airlines to hotels in order to stay front of mind with travelers. Jim Zito, VP of Interactive Marketing at Morgans Hotel Group; Hugh Riley, secretary general, Caribbean Tourism Organization; Chris Rossi, SVP of Virgin Atlantic Airways; and Shirley Tafoya, president of Travelzoo all agreed that providing consumers with an easier way to access information on their mobile devices was key to attracting and keeping customers engaged with their product. The focus will be on creating new applications that are both functional and unique. For example, Virgin Airlines will focus on making it easier for passengers to check in online and receive real-time flight information, while Travelzoo is trying to find a way to quickly and easily make their sales available through their own application.

The overall consensus: this will be a “test and learn” year for mobile. I work with a variety of travel clients, and can speak from experience when I say that mobile is a major focus for 2011. Whether it’s to sell a product, or provide a service, over the next few months I have a number of clients rolling out new mobile features on both the Blackberry and iPhone.

What about social media?

While social media was the focus of 2010, there is a definite shift in priorities moving forward. Last year, everyone had a “jump in and see what happens” attitude, without considering where exactly social media best fit for their company. Was it a PR tool, customer service tool or a sales tool? It was everything. I had one client learn the hard way that social media, like traditional media, requires strategy. We had another company, with a number of different Twitter accounts, sending several different messages out daily. It created disconnect for the brand and, ultimately, confused the consumer. In the end, every client should recognize that social media should be approached like any PR campaign – through careful planning and strategic entry into the appropriate mediums.

This issue was not exclusive to my client.  Many companies learned the hard way that social media does NOT fit everywhere. Now they are taking a step back and evaluating the ROI on social. Where does it work, how do you best engage through social and where is it not a fit? The answer really depends on the industry and clientele, but each company agreed they will work hard to find a “home” for social media this year to more effectively communicate their key messages, product offerings or engage with customers directly.

Interestingly, hotels and airlines have very different outlooks on how to use social media. While Morgan’s Hotel group has great success using social media to get information out about events and parties at their U.S. hotels, Virgin uses it strictly as a customer service tool to help passengers especially when they experience problems with their trips. Regardless of how it is used, a dedicated staff or person is key to making a social media strategy a success. Offering real-time information and responses was an important lesson learned last year for each company.

The final message from the day – whether it is mobile marketing or other social media strategies - is that being proactive, interactive and innovative is the only way to succeed in gaining customers' attention and loyalty.

Yes. Take the Trip Insurance.

by Judy Haveson, Vollmer Public Relations New York City

When you make a big purchase such as a car, boat, house, television or jewelry it isn’t unusual to buy insurance to protect it against loss or damage. So why not your vacation? Just like these big ticket items a vacation can be something you’ve saved for years, but what happens when you get sick or you have to reschedule? According to a survey released last year by the U.S. Travel Insurance Association, Americans spent nearly $1.6 billion on travel insurance.

I was definitely one of those people who used to think travel insurance was just another way to get my money. I wasn’t one who changed their travel dates and nothing bad had ever happened to me on vacation…until it did. Well, indirectly, as it happened to my parents.

My mom and dad were both turning 75 years old and they decided to take themselves on a big birthday cruise to South America. About 45 minutes out from landing in Panama to change planes to Sao Paulo my father took ill. He had to be transferred by ambulance to a local hospital. Given that my mother’s Spanish language skills didn’t go much beyond asking where the bathroom was, and the fact the hospital was asking her to give them $10,000 cash in order to work on my father,  I was very eager to get my parents home. So, several phone calls later and less than 24 hours from when the incident occurred, they were transported home via an air ambulance. I was told the cost of the air ambulance was $20,000. At the time I wasn’t thinking about how I would pay for it, I was just thinking I wanted them home. Once everything was stable and reality kicked in that I just put $20,000 on my American Express, my mother informed me that as part of the cruise package she paid an additional $745 for trip insurance. I was ecstatic! According to the contract any services related to medical emergencies, including air ambulances, were fully covered!

While this is an extreme example, you never know what can happen to you. There are a lot of reasons to buy travel insurance, and every policy is different. Here are a few reasons you should definitely think about it:

• Medical emergency in a foreign country and/or needing medical evacuation
• Flight is cancelled
• Bags are lost
• Trip needs to be cancelled due to illness
• Travel supplier goes bankrupt
• Terrorist incident
• Hurricanes or other natural disasters
• Passport or wallet is stolen

Ultimately, the decision to purchase travel insurance is very personal as it is directly related to cost. So the question you need to ask yourself is how much is your vacation worth to you if you’re not able to take it based on one of the reasons above. As you’re putting your checklist together for items to take with you on that trip of lifetime, after a good book and before suntan lotion, don’t forget travel insurance!

New Year's Resolutions - There's an App for That!

by Katelyn Powers, Vollmer Public Relations New York

At the beginning of every year, we make the commitment to take on a new project or change a habit that will eventually benefit our lifestyle in one way or another. Choosing a New Year's resolution is easy, but the challenge is in maintaining it.

Thanks to technology, we have help to keep us motivated right at our fingertips. Apple's iPhone seems to have an app for everything! Why not take advantage of these nifty little downloads for your resolution this year? Below are some of the top apps that will help you live healthy, work smart, and play more:

Live healthy:

We all want to lose those holiday lbs. before beach season, and we understand portion control and exercise are key to reaching that goal. Women's Day rounded up their top picks for the Top 10 Diet and Fitness Related iPhone apps. From a tool that tracks your calorie intake to a GPS-powered app that maps your cycling route, you're sure to find something here to help you achieve a fitter, healthier you.

Work smart:

Work doesn't stay in the office anymore. With the use of mobile devices, we're constantly connected while on the go. Forbes.com came up with a list of the 10 Top iPhone Apps For Road Warriors. This list includes apps for organizing your day, brainstorming ideas and keeping track of flight itineraries.

Play more:

It's difficult to take time out of our busy schedules to do something just for ourselves. It should be made a priority, even if it's something little for just a half hour each day. For those who love to play games, Ismashphone.com picked the Top 10 iPhone Games To Look Forward To In 2010.  There are so many fantastic games coming. So, even if you aren't a gamer, why not make a resolution to try it out!

Whether making a healthier choice, staying more organized or taking 30 minutes of "me-time" each day, New Year's resolutions provide the opportunity to start anew. So choose a resolution if you haven't already and tap into these suggested apps to help achieve your goals. If your resolution is a bit more unusual than the above, just head to the internet - chances are, there's an app for it.

Why Travel Now?

by Amanda Borichevsky and Kim Tillinghast

On the heels of months of news headlines warning of skyrocketing fares, new airline fees and reduced availability, many consumers and businesses seem to be rethinking travel plans. However, contrary to popular belief, this may be the best time in a long time to grab your bags and experience a journey. With gas prices down and some sectors of the hospitality industry practically willing to “throw in the kitchen sink” to fill capacity, the reality is that right now there are more deals and discounts than ever before to take advantage of when the travel bug hits.

Why buy now?

• Because when the economy dips and demand decreases, deals abound – if you know where to look. Many consumers battle with “flight fixation,” operating under the assumption that airfare is the most expensive or important component of the vacation. Au contraire, as a multi-night hotel stay typically devours most of the travel budget and THAT, coincidentally, is where we’re seeing the best discounts. Take advantage of hotel packages that include transportation and added-value extras, leaving more room for higher airfare costs.
  
  
• When times are tough for hoteliers, you can often travel like the rich and famous. Some of today’s great hotel discounts will enable you to experience a four-star hotel at two and three-star prices. In cities like Las Vegas, it’s not uncommon to find that the five-star hotel of your dreams is finally a reality. One of VOLLMER’s travel clients, the high-end W Dallas – Victory hotel, has enhanced some packages to include everything from free breakfast and cocktails to hotel spa services, along with some steep discounted rates that can span weeks at a time.
  
  
• Despite many airline reward programs falling by the wayside, travelers should think beyond the bulkhead seat to maximize frequent buyer rewards via hotel chains, cruise lines, online booking engines and more. For example, the Travelocity® Rewards MasterCard allows consumers to earn points that offer instant credit back when they reserve flights, hotels, car rentals or combined packages on the site.
  
  
• Fortunately, some economic developments lend themselves to increased domestic travel, such as lowered gas prices. Road trips are making a comeback, allowing travelers to explore multiple regions on a budget. Industry experts like Texas Tourism, another VOLLMER client, are offering experiences that add value without cost, such as the podcast walking tours available for download on TravelTex.com. These free podcasts offer guided audio tours to select areas of Dallas, Fort Worth, San Antonio, Houston and Corpus Christi.
  
  
• On an international scale, travelers no longer have to cross distant destinations off their lists thanks to a strengthened conversion rate. However, even thought the dollar has gained strength in popular tourist destinations like Europe and Canada, a recent survey of travel agents in USA Today showed that five of the top ten projected international destinations for 2009 are in Mexico, with the remainder dominated by Caribbean cruises. Perhaps travelers need not be so gun-shy about Europe, Asia and beyond.
  
  
• For business travelers and professionals who simply MUST stay connected, hotels worldwide offer amenities allowing them to remain “plugged in” virtually anywhere. Whether conducting business via hotel-wide Wi-Fi or from a poolside executive cabana, business travel can turn into leisure travel (or vice versa) with the click of a mouse. Another helpful trend for today’s worker bee, according to human resources consultant Hewitt, is that it’s becoming more commonplace for employers to offer bonus vacation benefits and to allow employees to roll vacation and sick time into one single pool, making it easier to capitalize on hard-earned time off than in years past.
  
  
• For the millions of people searching for ways to give back but who can’t seem to scratch out the time amidst the daily routine, “voluntourism” is an increasingly popular travel trend for individuals and families alike. It allows consumers to visit exotic locations while still benefiting a local community, maintaining focus on environmental and social responsibility, and creating a more fulfilling experience as a result. Dozens of hotel chains and tour operators have dedicated their mission statements, efforts and proceeds to support all of the above, including offsetting carbon footprints created by airplane fuel, or donating a percentage of proceeds to local communities or charitable organizations.
  So, don’t forget the upsides of traveling now.

By taking advantage of some of the aforementioned budget-maximizing trends, travelers can get the most of their mileage, whether for business or pleasure.

Are We There Yet?

by Denisha Stevens, VOLLMER Dallas

Planning a Fall getaway? Whether it’s a simple road trip or an international adventure, you should start by asking yourself one very important question - - is your goal to take a vacation or to travel? Most of us use the two terms interchangeably, but each comes with its own set of expectations. Understanding the nuances can mean the difference between family fun and a family feud.

Vacation Salvation

I, for one, look forward to taking true vacations. This means resting and being pampered. The perfect day would involve sleeping late and enjoying a decadent breakfast. A few mimosas thrown in the mix would be just dandy. Breakfast would be followed by a marathon reading and lounging activity that takes place at a spa, in a pool or sprawled across a beach chair. For me, the relaxation is more important than the location.

All watches, cell phones and laptops would be banished from my presence and I’d strangle anyone who tried to pin me down to a schedule. Even a manicure appointment would be too much of a commitment. I wouldn’t want to strain my brain, so the biggest question I’d ponder would be which flavor of tropical drink to order. I’d wrap the day with a cozy dinner before turning in early. I’d need to rest up so I could repeat the whole process the next day.

Travel Marathon

Not so for my husband. There will be no napping, reading and resting with this guy. He’s all about travel and he likes to cover as much ground as possible on as little sleep as possible. He might start the day with a crack-of-dawn fishing trip followed by a surfing lesson. Then, he’d have lunch at some remote restaurant that only the locals frequent.

He’d wrap up the day with a trek up the nearest volcano or rock face to see the sunset. He wouldn’t worry about toting too much luggage or technology. Once he reached the top he’d whip out his laptop to fire off a few emails while downloading his latest batch of digital photos. Then, he’d throw everything in the car and head off to a new destination. Why linger when there’s more of the world to see?

If you are wondering how two people with such different tastes can have a successful vacation, the secret is in the plan.

• We each outline our ideal vacation and include as much detail as possible. Then, we trade outlines and plan an itinerary around our shared interests.


• Another approach is to alternate activities. I don’t mind a hiking trip if I know I have a spa day waiting for me at the end of the journey. A massage can be a great motivator.


• Finally, we step out of our comfort zones to try something new. By making arrangements to try a new sport or sample a new cuisine our time off becomes a time of true discovery.

So, go for it and plan a fall getaway. Work will still be there when you return.

Currently, we’re melding our interests into one grand napping, hiking, fast-paced, yet relaxing fall travel adventure. I wonder if they have lounge chairs and tropical drinks on top of Mt. Kilimanjaro?