Targeted Lifestyle Marketing Initiatives Can Increase Sales
By Anne Payne CEO, BeDynamic | November 13, 2013
Engaging your guests through highly targeted, relevant destination content is critical to your bottom line. Susan Jones* recently spent a week visiting her favorite city. A theater buff and connoisseur of fine art and wine, Susan was looking forward to a week of taking in plays, visiting the latest gallery exhibits, and sampling the latest syrahs.
After booking her hotel room, she spent several days working to create an itinerary, which meant spending some time doing research to find out what shows were in town and which art exhibits had just opened. Yet, despite visits to numerous Web sites, calls to galleries and theaters, she had found just two new shows, was unable to find any new gallery exhibits, and still had not tracked down a restaurant that served that new syrah she'd been reading about.
"I assumed that by visiting Web sites of galleries and theaters, perusing city guides, or the local convention and visitors bureau, I would have more than enough information to put together my trip," says Susan. "This turned out not to be the case."
In fact, filling her itinerary proved more difficult than Susan could have imagined. Over and over again, she came across static information on events - in one case she found a promotion for a Fourth of July celebration - even though it was well into the Christmas season.
"At the very least, I thought once I arrived in town, I could have the hotel concierge help me develop an itinerary, but he was only able to point me to a few good places," lamented Susan. "I knew there was much more going on in the city, yet accessing the timely, relevant information I was after was nearly impossible."
While she enjoyed her visit, Susan also decided to cut her trip short - meaning hotel room nights Susan had previously booked went back unsold.