INTENATIONAL TRAVELERS---
One of the fastest growing and most profitable special segments is the international traveler market. International travelers are travelers originating from points outside the United States and are divided in to three categories. They are,
- American travelers - European travelers
- Other international travelers (Asian, Africans etc...)
They look for following characteristic in a place before they book the holiday. They are location, facilities, price, services offered by the hotel etc. (refer page 420)
The decision maker will be one of the following
- Individual guest
- Local or foreign company managers - Tour operator and wholesalers - Travel agents
- Receptive agents
- Making reservation
- Language barriers
- Transportation to the hotel - Methods of payment - Special appliances
How to reach international travelers? - joint advertising with air line
- personal selling in different destination - Advertising in international market
- Participating to trade shows and exhibition
- Advertising in international magazines and journals
HONEYMOONERS ---
This market can be extremely profitable for the hospitality industry. Honeymooners are usually loyal guest; many return to their honeymoon property for anniversary visits or recommend it to friends. They look for more privacy on their honey moon. Another trend that can prove profitable to properties interested in attracting this market is the destination wedding. More people can attract for this event.
The decision maker is almost always some one in the wedding party.
Meeting the needs of honeymooners
- look for romantic atmosphere with more privacy - lot of activities in affordable price
- Special packages including all the services - Destination tours
Reaching for honeymooners
- participating bridal promotions and shows - Advertising in young people magazines - Direct mail and advertising
- Advertising in bridal magazines
THE SPORT MARKET--- Sport tourism is a multi-billion dollar business, one of the fastest growing areas of the $4.5 trillion global travel and tourism industry. By 2011, travel and tourism is expected to by more than 10 percent of the global gross domestic product. The economies of cities, regions and even countries around the world are increasingly reliant on the visiting golfer and skier or the traveling football, rugby or cricket supporter. In some countries, sport can account for as much as 25 percent of all tourismreceipts.
Sport tourists are passionate, high-spending, enjoy new sporting experiences and often stimulate other tourism. Their direct benefit to a destination is cash - their indirect benefit can be years of follow-on tourists. Sport tourism is now a tool to
make achieve many things - to make-money, create thousands of new jobs and even help change cultural perceptions such as in the Middle East and South Africa
EXPECTATION OF SPORT MARKET
- Location
Hotels closer to sport arena - Facilities
Block booking facilities of rooms, Group function rooms, 24 hrs room service, extra facilities like game rooms, sauna, and swimming pool, secure
- Price
Amateur teams look for low rates, professional team look for higher rates and some are looking for group rates
- Services
Preferred services include discount club, preregistration, late check-outs complimentary news papers, special balance and healthy food menus, bus parking facilities, take away meals
- Decision maker
Decision maker will be the coaches, athletic directors, panel of directors or chairman
Reaching the sport market
- Personal contacts - Direct mail
- Advertisement in college magazines - Promotion on the internet
- News paper advertisements
GOVERNMENT TRAVELLERS
Federal, state and local government provides numerous opportunities for properties to increase room occupancies through out the year.goverment business automatically go to the lowest bidder. The final decision is also based on the property’s ability to contribute to the efficiency and effectiveness of government operations by providing quality accommodation and services.
Before bidding for government business, you should be aware of the requirements involved in establishing a business relationship with the government. You should aware of how expense money is allocated to government travelers.
Straight per dim is dollar figure allocated to cover lodging, meals, local,
transportation and gratuities when government employees travel on official business
The actual and necessary per dim is the maximum amount and employee may
spend regardless of location and usually equal to or higher than the Straight per dim rate.
The contract per dim is the pricing arrangements and d incorporates the total cost
of accommodation, meals, gratuities, travel expenses and so on.
Reaching the government market
- Direct mail
- Advertising in government journals and magazines
Disability travelers
People those who travel with disabilities comes under this segment
DDA (Disability Discrimination Act) will facilitate equal opportunity to enjoy hotel benefits for those who travel under above category. Individual with disabilities are divided in to three categories, they are
- Those with mobility impairments
Hotel will facilitate easy access facilities, widening doors, providing special parking, ground floor rooms
- Those who with hearing impairments
Hotel will facilitate amplified phones, special telecommunication services, visual alert system etc
- Those who with visual impairments
Hotel will facilitate access to directories and menus printed in Braille, raised room numbers, Braille labels in elevators etc...
OTHER SPECIAL SEGMENTS
1. Reunion attendees- consists of family , class and military reunions 2. Travel crews and directresses passengers
3. Truckers
4. Construction crews 5. Movie crews
6. Military personnel
LESSON – HOSPITALITY SALES & MARKETING
Lesson no 13 Date…………