Leisure-seeking hotels teaming up with destinations for joint marketing efforts
With leisure travel expected to grow this year, hotels everywhere are teaming with local and global destinations for marketing. Hoteliers are also beefing up their own individual efforts to capture extra business, says hotelnewsnow.com.
New York-based Loews Hotels, for example, dropped out of the AAA Tour Books, which were major resources for destination marketing in the past.
Instead, Loews is “looking at more influential communications from groups that could provide stronger messages such as local chambers of commerce,” says the site.
This represents a new approach for the hotel owner and operator, said Bill Tucker, CEO of Agency212, a New York-based advertising company that works with Loews.
“We are very much involved with the local chambers of commerce in our markets. A good deal of that is convention traffic, but a surprisingly higher percentage is leisure,” Tucker told the hotel site.
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Loews has 18 hotels in its portfolio in the United States and Canada. The company is not trying directly to persuade others to have its meetings in one city or another but its partnerships help it encourage travel to areas with Loews properties.
“That’s why we partner with the chambers of commerce, because they will be able to influence (travelers). Once they’ve made their decision, they’ll be able to see we partnered with (the chambers of commerce),” he said.
Another example of a hotel partnership with regional organizations is the 540-room Fairmount Orchid in Hawaii, which works with the Hawaii Tourism Authority and the Hawaii CVB. The hotel works closely with board members of those groups.
By David Wilkening
David
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