THE MARKETOUR

A MARKETING GUIDE FROM THE 

WISCONSIN DEPARTMENT OF TOURISM

April-May 2002

In this issue:

• Tips on reaching the group travel market

• TIA study shows tremendous growth in internet vacation planning

• Travelers still love that personal touch -- Utilizing the Wisconsin Travel Information Centers

• Quick Tips - 10 second writing clinic, Media leads, PR's greatest hits

Tips on reaching the group travel market

In today's increasingly competitive world of leisure travel marketing, many organizations are beginning to explore niche travel segments they may not have previously considered. Of these, one segment offers Wisconsin marketers particularly unique growth opportunities - the motorcoach industry.

Unlike many travel segments, the motorcoach (or group tour) industry has not been seriously affected by last fall's terrorist attacks. "After September 11, we saw a slight slowdown," says Peggy Bitzer, executive director of Circle Wisconsin, a statewide motorcoach marketing organization. "But the decline was minimal compared with what the airline and convention industries experienced, and our numbers came back up very quickly."

In fact, Bitzer feels that the new mood of the nation may benefit the group tour business. "People now want to stay within a day's drive of their home rather than traveling to Europe," says Bitzer. "With all Wisconsin has to offer, that presents us with a great opportunity."

Unlike most leisure travel segments, successful marketing in the group travel industry is generally not targeted to the end consumer. Rather, Bitzer suggests reaching out to gatekeepers such as group travel leaders (the organizers of church, club, bank senior travel and other nonprofit tour groups) and for-profit motorcoach tour operators.

Circle Wisconsin actively attends national and regional conventions reaching these groups, and makes presentations to tour operators and group travel leaders nationwide. In addition, the organization inserts Wisconsin brochures into industry trade publications and works with the Wisconsin Department of Tourism to coordinate cooperative advertising opportunities for industry participation. A special Wisconsin supplement will run in the October issue of Group Travel Leader, a monthly publication that reaches 30,000 group travel decision makers. (For information on co-op advertising opportunities within that issue, contact Kelly Tyner of Group Travel Leader at 888/253-0455.)

According to Bitzer, visibility, consistency and commitment are the keys to success in reaching the motorcoach industry. She also emphasizes the power of partnering with other tourism businesses. For example, if your attraction appeals especially to women, think of other tourism properties with a similar draw and market your businesses together. You may first want to think regionally; but don't limit yourself to a small part of the state, since some motorcoach tours cover thousands of miles on their itineraries.

Although natural scenic beauty is always a draw, in recent months Bitzer has observed an increased interest in heritage tours, ethnic and/or religious-affiliated tours, and dinner theaters. As with any marketing strategy, however, creativity is a key. "I was talking to bank groups in Iowa several months ago," she notes, "and came up with the idea of a 'Europe: Wisconsin-style' tour. The response to that has been amazing."

While Circle Wisconsin's efforts to market the state to tour organizers and operators are comprehensive, Bitzer cautions that the organization's ultimate success lies in the hands of the industry. "We can make the contacts and generate the interest, but we don't get involved in rates, dates or other specifics," she notes. "It is up to the individual property or DMO representative to close the deal. They build the relationship from there and turn those contacts into repeat customers."

For more information on marketing to the group tour/motorcoach industry, contact Circle Wisconsin at 1-800-223-0652 or visit www.circlewisconsin.com. At the Wisconsin Department of Tourism, contact Jackie Hepler at 608/266-2147.

TIA study shows tremendous growth in internet vacation planning

According to the annual Travel Industry Association (TIA) Travelers' Use of the Internet study, online vacation planning has reached a record level - and could grow even further. In just six years, the number of people seeking travel information online has jumped from 28 million to 95 million. Web-surfing travelers are likely to repeat their online visits, since 94 percent of travelers who planned or booked travel online reported being satisfied with their experience.

Demographic Trends

Although the overall pace of Internet use among U.S. adults slowed somewhat in 2001, it still grew nine percent to 110 million adults, 95 million of which took at least one trip of 50 miles or more. According to the survey, Internet users tend to be married and employed Baby Boomers with children living at home. They are generally younger, more affluent and more educated than non-Internet users, with those actually booking travel online being even more affluent and educated. Internet usage by adults over the age of 55 is also on the rise, as is Internet use by women. In fact, females now make up nearly half of all online travelers.

How Online Travelers Use the Web

The TIA survey found that obtaining information on travel products, services, destinations, prices and schedules were the most common Internet travel-planning activities. Of the 65 million people who went online to plan travel last year, one-half were "frequent travelers" - adults who take five or more trips in a year. Here are a few additional trends identified in the survey:

• Most online travel planners also do planning off-line. Ninety percent reported they relied on word of mouth, airline/hotel/rental car companies, travel agents, travel guides, books/magazines, newspapers and city/state/country tourism offices.

• Travel agency sites are becoming more popular. Although search engine Web sites are still quite prevalent, their popularity declined. Gaining favor were sites operated by companies (such as airlines, hotels or car rental firms), as well as travel agency sites such as Microsoft Expedia, Travelocity or Priceline.

• The majority of searches included maps/driving directions (74 percent), accommodations (67 percent), dining/entertainment options (45 percent) or local event calendars (43 percent).

Online Travel Reservations/Bookings

As the number of Americans planning trips online has increased, the growth in online travel booking has expanded as well. The TIA survey found:

• One-third of all online travelers and 48 percent of online travel planners are actually booking or making travel reservations online. Of the online travel planners, more than half are frequent travelers.

• Company sites that sell directly to consumers are the most popular Web sites for booking travel. Also ranking high were online travel agency sites, search engine sites and destination sites.

• Online travel bookers purchase airline tickets most often, followed by hotel rooms, car reservations, cultural event tickets, sporting events, amusement parks, travel packages and museum/festival tickets.

For the complete Travel Tracker: Internet Use by Travelers click here.  For more information about Travel Industry of America's report Travelers' Use of the Internet, 2001 Ed., contact Sue Hamilton at 608/266-6792.

Travelers still love that personal touch -- Utilizing the Wisconsin Travel Information Centers

In a world filled with voice mail, e-mail and the Internet, many travelers find it reassuring to know that travel information is also available through a real person. Because of this, most experts feel that toll-free phone numbers, travel publications and travel information centers remain crucial components in any destination-marketing program.

Certainly, this has held true for the Wisconsin Department of Tourism, whose 12 travel information centers (WTICs) served nearly 1.3 million travelers in 2001. Ideally located at 10 entry points to the state, as well as downtown Chicago and Madison, the WTICs offer the industry a very inexpensive and effective means of reaching travelers to Wisconsin. By placing literature, videos and other information in the WTICs, individual organizations and destination marketing organizations can dramatically extend the reach of their marketing communications message.

Research done at the WTICs also holds significant implications for state travel marketers. For example, studies have shown that when viewing literature, travelers want to see maps that show a destination's location relative to other key landmarks or major urban areas. They also look for mileage and estimated drive times as well as detailed local maps in conjunction with an overview state map. If your literature makes it easy for travelers to navigate your area, you have a better chance of getting them to visit.

Whether you provide a video, brochure or publication for the travel information centers, use unique pictures and clearly identify the names of your local events and attractions. Dynamic visuals give visitors a reason to choose your location over many alternatives. Accompanying text should highlight important information, give directions, hours of operation, price or price range, phone numbers, and Internet and e-mail addresses. If potential visitors find your trip-planning materials fun and easy to use, they're more likely to become customers.

Because brochures are displayed in racks, put your organization's name on the top third of the cover page to ensure visibility. Also, make sure your brochures fit easily into the display racks. Most folded brochures measure 8.5 inches by 3.66 inches, although 8.5 by 11 inch formats are also considered standard and are easily accommodated. Avoid odd-sized formats, as they may prevent your materials from being displayed.

For information on how to submit publications and videos for approval or to apply for a display exhibit, contact Will Kuehn at 608/266-5382.

Quick Tips

10-Second Writing Clinic - Disinterested vs. Uninterested

Use disinterested when you mean "impartial." Example: He was disinterested in which attraction the group decided to visit first, since he was planning to explore both attractions on his own.

Use uninterested when you mean "lacking interest." Example: When asked how they wanted to spend their afternoon, the children were uninterested in shopping. They pleaded with their parents to take them back to the beach.

Media Leads

Family travel and reunions are hot on the minds of magazine editors this month as we head into the summer travel season.

Better Homes & Gardens will unveil its new look and focus, which adds emphasis on family. Beginning with the April 2002 issue, travel editor Becky Mollenkamp is interested in information on top family travel destinations and recreational opportunities. Information can be sent to 1716 Locust Street, Des Moines, IA 50309-3038 or by e-mail at travel@mdp.com.

As the summer season approaches, thoughts of family, class and military reunions begin to fill reader's minds. Reunions Magazine is looking for information on new developments, destinations and attractions that lend themselves to reunion planners. Contact editor Sharon DeBartolo Carmack at P.O. Box 11727, Milwaukee, WI 53211-0727 or by e-mail at reunions@execpc.com.

PR's Greatest Hits

Wisconsin hit the digital age recently as Web sites throughout cyberspace highlighted some of the best Wisconsin has to offer.

Snow and winter family fun were firmly on the minds of Startribune.com Web surfers as the Web site highlighted the Wisconsin Dells' spectacular lineup of 15 indoor waterparks. Readers were taken on a wild ride through some of the top resorts and rides that included the rushing waters of Great Wolf Lodge, Antiqua Bay, The Polynesian, Kalahari, Treasure Island and The Wilderness.

Visitors to Startribune.com were also able to test their winter luck as the Wisconsin Department of Tourism and Startribune.com partnered up for the "Sled Wisconsin" winter sweepstakes. The grand prize included a Ski-Doo Legend 500 snowmobile and a snowmobile getaway to St. Croix Falls.

The power and grace of Wisconsin's spring trout fishing took center stage as tutv.com, the official Web site of Trout Unlimited Television, took visitors on a trip to the Mecan River. The article highlighted the area's incredible brown trout fishing and the local efforts to conserve the pristine fishery.