McCue Marketing Communications

The recession has changed the landscape for travel marketers, possibly forever. Once upon a time, our jobs consisted of brainstorming creative, luxurious getaways and opportunities that would entice travelers to visit… or at least remember our brands. Now, exotic packages and promises of “rejuvenation” are no longer enough to persuade consumers to swipe the plastic. Travelers–even those whose pocket-books haven’t been hit hard by the recession–are looking for more value.

Value. Ugh. That’s a word we all hate, because it implies the dreaded “discounting” scenario that undermines even the best brands. But “value” does not always equal “cheap.” Sustainability and frugality are the new buzz-words, according to a recent post by Travelmole. This means marketers must work harder than ever to ensure our programs genuinely add to the experience for the consumer. Targeting meeting planners? Forget “dinnerware monogrammed with your company logo.” How about a program that gives back to the corporations choice of charity? Targeting families? Instead of sending the kids off to “hotel camp” and Mommy off to the spa, how about programs that focus on the whole family’s wellness, like a healthy cooking class for kids and parents?

Lastly, the tools we use to reach this new consumer must be in keeping with the changes in the media and economic landscape. People are making a greater effort to recycle and cut back on waste. So stop sending those glossy catalogs twice a month! Or at least give the traveler a clear and easy way to opt-out of the print version and receive your e-newsletter instead. Hey, it saves and tree–and it saves you money.