The Park City Chamber Bureau hosted their annual Fall Tourism Symposium this past week and one of the pieces of advice posited by the keynote speaker is one that I think has a lot of merit. She noted that email isn’t being used by travel companies very well. I subscribe to a lot of emails (mostly from Ski Resorts) and most don’t send consistent emails and many go months without communicating with me which really is a missed opportunity in that a person that has opted-in to an email list is someone who wants to hear from you. So if you haven’t already, pull together a content calendar and start sending your emails on a regular basis, not just when it snows big or you have a flash lodging sale.
It’s not just that people have opted-in for your emails, it’s that they now have constant access to their email inbox via their cell phone and tablets. This is one of several points made in, the article Why Email Is Still More Effective Than Social Media Marketing. I think the Social Media part was added in more to capture attention than anything else, but its main points about the effectiveness of email marketing are very salient.
Sojern just released details about travel trends in the 2013 3rd quarter and they look positive for winter mountain destination as we head into the 2013-14 winter travel season.
First off, this was the first quarter all year in which women traveled more than men, which Sojern notes could be due to more family travel, which would bode well for ski resorts as the revenue potential from families is higher than from any other type of traveller.
Secondly, leisure travel continue to look strong, outpacing business travel at a 72 to 28 percent clip, not a lot of business travel to ski resorts.
Third, travelers are booking with greater lead times, 31 percent booked flight more than 30 days in advance versus 24 percent in the second quarter which is also a good sign for destination mountain resorts which look for visitors that stay longer who tend to book with longer lead times.
Finally, in the below infographic, note that “groups” (3 or more people) nearly doubled from quarter 2, again a simple but positive stat.
Download the full report or check out some other interesting tidbits below:
Blogroll image photo credit: Flickr user jonrawlinson
In the dynamic world of digital marketing it’s vital to always be looking to continue learning, as well as brushing, up on your knowledge of the digital space. Here’s a great way to do this with basic analytics. The Google Analytics Academy is a fantastic resource to either refresh or build on your digital analytics skills, but you’ll have to hurry as it’s only available until October 30, 2013 (at least this installment of it). Head to https://analyticsacademy.withgoogle.com/register and get cracking. The course consists of six full units of digital knowledge and, as a bonus, there’s a Google + Hangout (sorry again super last-minute) this Tuesday morning with Justin Cutroni and Avinash Kaushik (if you don’t know who they are, then you really need to attend) which is sure to be full of valuable knowledge above and beyond that to be found in the course.
They note that there will be more of these courses in the future, but none are currently scheduled, so hustle if you want to get in on this great series. Enjoy!
And guess what, if you get through the course and score at least 80% on the Final Assessment they’ll even generate a nifty document for you that looks just like this (now get cracking!):
Crystal ball predictions are usually fun to read and then fun to revisit to see how accurate the predictions were. Since the 2013-14 Winter Season is fast approaching, I figured a few predictions for the season would only be appropriate:
- As long as the economy doesn’t crash (I am personally very leery of the potential economic impact of congress not getting a budget passes and in particular raising the debt limit ceiling) it will be a solid fiscal year for ski resorts.
- It will be an average to above average snow year for most areas around the country – I’m hoping the past few sub par seasons are enough to ensure this.
- Consolidation of ski resort ownership will continue – since skier numbers aren’t increasing by large amounts at individual resorts, I would argue that the easiest way for large ski companies to continue to grow is via the purchase of other resorts.
- Skis and snowboards will continue to evolve – I wonder and hope that there might be a design change like the introduction of 27.5 and 29 inch wheels (standard had been 26 inches) for mountain bikes that will take hold in ski/board design.
- Digital enhancements will continue to evolve and drive ski resort marketing more and more.
- There will be unique storytelling campaigns unveiled this season, some will succeed and some will not.
- The Sochi Olympics will shine a light on winter sports and offer an end of season boost to winter resorts, in no small part due to the fact that Easter is so late this season – April 20, 2014.
- There will be way to many attempts by ski resorts to jump on a meme bandwagon – case in point, how many Harlem Shake videos did ski resorts create last season?
Ok, there’s my first ski season prediction list – let me know if you think I missed any in the comments and enjoy the 2013-14 season!Photo credit: Flickr user Larry Kwan
I found a recent article in AdAge by Ben Elowitz titled, “Brands Should Stop Trying to be Publishers” an interesting concept that could readily apply to most ski resorts. Many ski resorts barely have enough staff to get through their daily work of creating ads/collateral, put on events, host media and create a few videos and post photos of fresh powder and other exciting events. To try to create a consistent stream of blog posts and extra content on some semblance of an editorial calendar will and probably does break the back of a department (or individual) that is already stretched thin.
There are examples around of ski resorts creating successful content publishing sections, but these blogs, photo and video series do take a lot of commitment, cash and resources to support them and only the larger and more well-financed resorts can even think about going do this path.
What’s the solution? According to Elowitz it’s to look to curate the content that’s already being created about your brand (resort). Perhaps this is a good idea for the one person marketing teams around, but I would argue that it’s more about blending content created by your resort along with the content that your customers are creating as well…not a new concept (UGM), but one that will certainly allow a resort to “use a chorus to back up your own voice” and assure that everyone is reading from the same page. Save your money, buy a smaller “press” and spend a bit of that time that you otherwise spend on content creation instead on content curation.Photo courtesy Flickr user oldandsolo
As I type this the clock is ticking down the weeks, days and minutes until the lifts start to spin for the 2013-14 winter season. For ski resorts, like many seasonal businesses, the five months of the winter season make up the majority of their revenues for the entire season so it’s crucial to do the best job possible getting as many people as possible onto the slopes.
For most resorts, ski season begins sometime between mid and late November and runs through mid-April. This doesn’t sound too crazy until you step back and note that the busiest, and most lucrative, time of the winter comes within a month of the season starting – the Christmas/New Years week. This doesn’t sound like too big of a deal, but many resorts will gradually open terrain, lifts and revenue centers like restaurants and shops in the weeks between their opening and the busy holiday week (due to conditions and business levels). This means that they are just getting into full operating mode just as they enter their peak time frame.
So once the opening day countdown reaches zero, in many ways it’s just then starting the countdown to the holiday time, and while a resort can afford to push back its opening day due to conditions, it certainly can’t afford to push back on its holiday business.Photo credit: Flickr user amagill
Because I’ve seen the carnage that can result by not CAPTCHA (if you have no idea what this actually mean – well here you go) protecting forms on websites. Here’s a classic I just pulled up:
Do you know what these words are? I sure don’t.
In fact, even though I’ve had what I consider good protection on this site, using a variety of tools like Askimet and CloudFlare, I still have 49,793 spam comments that Askimet alone has “protected” this site from. Boy, that’s a ton of spam as well as some wasted time on my part to clean all of that crap out. This makes it tempting to use CAPTCHA to protect my comment form, but I do hate putting up any barriers to people who do want to leave a comment on my blog without having to login via social login.
What are our options aside from CAPTCHA? Not a lot, there are some simple forms with math problems and such, but I like this “Are You a Human” option which, aside from the fact that it’s supported by advertising in the free version, is actually quite clever in that it asks the user to play a quick game to show that they’re not a bot. Think that sounds interesting? Try playing with it below:
I have a confession to make, there are a bunch of crickets in this blog. It’s definitely my fault, but work, family, friends, vacation and riding my bike in the beautiful mountains around Park City have really made it tough for me to spend much quality writing time on this blog.
Stay tuned, it will come, but in the meantime, please mind the crickets!Photo credit: Flickr user Kristine Paulus
I’ve found a lot of great research that’s been published in the past few months (I’ll be posting my favorites in the coming weeks), and one of my favorites is this piece from thinktravel with Google. I am fascinated by the multi-screen usage by day part chart (if you haven’t made serious effort to ensure your web presence accommodates various screens besides desktop, just stop reading now). In addition the major increase in mobile usage by leisure travellers certainly should be of interest to resort marketers as well. One of the big question this presents is just how fast the adoption for booking on mobile will be and also how the 60-70% of mobile (OTA) bookings being same day certainly shows the potential for ski resorts to sell via mobile as well.
Enjoy!Graphic from: thinktravel with Google