Standard 2 Objective 2 Destination Marketing Why do

Standard 2: Objective 2 Destination Marketing Why do certain destinations appeal to certain customers?

Destination The FINAL stop of a vacation. • Destinations can be towns, cities, or regions.

Destination Marketing The process of developing, promoting, and distributing specific locations to customers in an effort to increase visitation to that location. • Cruises • Amusement Parks • Gaming • Countries • National Parks • Sports/Recreation • Historical Sites

What is a RESORT? A hotel with recreation facilities that appeal to those traveling for pleasure. Atlantis in the Bahamas https: //www. atlantisbaha mas. com/

RESORTS – UTAH – MONTAGE – DEER VALLEY http: //www. montagehotels. com/deervalley/gallery/video-gallery/

What is a TRAVEL AGENT and how do they make money? A business that attends to the details of transportation, itinerary, and accommodations for travelers. The cruise lines, tour companies, hotels and car rental agencies pay travel agencies a commission for selling their products. Airlines DO NOT pay commissions to agents. Commission: A fee paid for negotiating a sale.

What is SEASONALITY? The peaks and valleys of DEMAND for a destination and its’ facilities PEAK • When destination is most desirable Utah SKI resorts in winter New Orleans during Mardi Gras LOW • When the destination is least desirable Utah SKI resorts in summer Cancun during Hurricane season: June-November

The amount of GOODS or SERVICES available at a given price at a given time. DEMAND SUPPLY Supply and Demand concept The amount of goods or services that consumers want and are willing and able to buy at a given price at a given time.

SUPPLY and DEMAND SUPER BOWL Tickets are limited and always in SHORT supply no matter the location of the game, so what does that mean? Consumer demand for luxury cruise travel and river boat cruising is on the rise according to a nation-wide survey of travel agents. PRICES ARE HIGH and TICKETS are FEW http: //www. cruisenewsweekly. com/2010/11/02/demand-for-luxury-cruise-travel-on-the-rise/

ELASTICITY of DEMAND FOR EXAMPLE: The AIRLINE industry is considered to be very ELASTIC. For instance, the cost of an airline ticket is increasing and the demand for leisure travel is decreasing. After 9/11, people were afraid and the demand decreased. Also - If there is an emergency and someone purchases a ticket close to the departure date, even though there are unsold seats available the cost will increase How much of a change in price affects the change in demand? PRICE and DEMAND fluctuation…. ELASTICITY = % change in quantity / % change in price

4 P’s Effect on Lodging (M arketing Mi x) How do the 4 P’s effect the lodging industry? Place Product Price Promotion

Examples: Receptionist Concierge Manager BACK OF HOUSE FRONT OF HOUSE/BACK OF HOUSE Concierge: A hotel employee whose job is to assist guests by arranging tours, making theater/restaurant reservations, etc. Examples: Housekeepers Maintance – Engineers, Plumbers, Carpenters Ground keepers