By Peggy Bendel

#1 Recognize that the travel industry is "the story," as never before. Offer your key executives as spokespeople.

#2 Keep your message consistent with your overall marketing.

#3 Emphasize relaxation, restoration, rejuvenation rather than luxury, excitement, self-indulgence.

#4 Reach out to past guests with special offers: value-adding (free parking, massage or other appropriate add-on) and "bring-a-friend" opportunities can help boost business while maintaining rates

#5 Explore niche markets, whose members are likely to have a stronger interest in
traveling to pursue their special interest

#6 Adjust your message points for short-, medium and long-term outlets:
recognize that domestic destinations may have higher visibility in newspaper travel sections and on-line outlets in the coming months, though international destinations will eventually regain their appeal.

#7 Think out-of-the-box: for example, St. Kitts & Nevis offered free vacations to firefighters and rescue workers; Oregon brought a contingent of 800 for a long weekend in New York. Both gained positive visibility, which they can capitalize on further.

#8 Don't overlook smaller outlets you may have by-passed before. Weekly newspapers and local radio stations reach loyal audiences, with a faster turn-around than the magazines we love so well!

#9 Reach out to a broader spectrum of partners to cross-market: for example, automobile dealers may welcome discount coupons or a free weekend to drive (pun intended…) business into their showrooms

#10 Prepare now for the inevitable upturn: and don't forget the customers who have kept your business going today. A special "thank you" can keep them loyal.

Peggy Bendel is Senior Vice President/Travel Marketing Development Counsellors International (DCI). (DCI is the only firm in the world specializing exclusively in travel and economic development marketing and public relations)

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