Trying times bring creative travel solutions
In a sluggish market with high gas prices, some creative travel promoters are finding innovative ways to continue to attract visitors. For example:
- Travel officials in Greater Fort Lauderdale created several new programs to increase tourism in April by 2.9% over last year, as well as a hotel occupancy rate of 72.4% or higher than last year.
- Programs included 2-for-1 discounts on activities and attractions and a program designed to draw in-sate tourists called “Pack Your Bags — We’re Staying Home.â€
- In Connecticut, a state relaying on the NYC and Boston areas for tourism, the state’s Commission on Culture & Tourism launched a campaign to emphasize the state was “only a tank of gas away.†That was secondary to its overall “Closer Than You Think†tourism tagline. There was also an online sweepstakes where winners receive a $50 gas card for a getaway, among other promotions.
The results: attendance at major attractions increased 3% in April compared to the last year. Hotel occupancy was also up by 3.2%, according to Smith Travel Research.
- In Mexico, Riviera Nayarit, a resort town on the west coast near Puerto Vallarta, promoted the area as offering luxury for less at a time when travel to Western Europe and the US has become pricier.
Reduced airlines prices were also promoted. The result was a 2.5% increase in hotel occupancy for a recent month compared to a year ago.
“In the current environment, destinations have had to get even more creative in the way they market themselves,” said Marina Hoffmann, director of Public Affairs for American Express Travel. She added:
“We believe that these travel trends truly reflect the consumer sentiment that travel is important to their lifestyle and it’s something that they are passionate about doing. Even in tough economic times, customers are choosing to travel, but they may do so in many different ways.â€
David
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