Winning market share in the new economy.

Hospitality, travel and tourism marketers continue to demonstrate that despite having “dollar poor” marketing budgets, it is possible to be ingenuity rich.

Tiami Catamaran Cruises cooperative tent cardLast month, I was honored to present the keynote address at the 3rd Quarterly Meeting of the Barbados Hotel and Tourism Association (BHTA). The program title was “Winning Market Share In The New Economy,” and discussed case studies of marketing strategies and techniques being utilized by travel marketers to win market share—demonstrating that despite having “dollar poor” marketing budgets, it is possible to be ingenuity rich. The discussion included effective yet affordable stories of how some are winning, and how a few are winning “big time.”

The keynote was followed by a panel discussion with BHTA members Wayne Kafcsak, General Manager of the Fairmont Royal Pavilion; Renee Coppin, General Manager of the Pirate’s Inn; Denis Roach, CEO of Tiami Catamaran Cruises; and Ray Chee A-Tow, General manager, Beverage Caribbean Inc. All shared examples of things they are doing to be successful in spite of the current economic strains.

I found the most unique and cost-effective idea to be one presented by Denis Roach of Tiami Catamaran Cruises. It demonstrated strategic thinking, ingenuity, and fostered co-operation with Tiami’s strategic partners. Most importantly, it delivered measurable results for the cruise company.

Tiami approached the various hotels and resorts on island, and offered to print their “save energy” in-room tent cards gratis, if they would agree to a secondary message promoting day cruises aboard Tiami’s catamarans. The majority of hoteliers took them up on the offer, as they were producing similar in-room promotional items at their own expense.

Denis shared a sample of the card with me (see photo). According to him, the results have been amazing, and the program continues to be a win-win for everyone.

What are you and your organization doing to win in this economy? Please feel free to share your ideas and stories, ask questions, or comment—I would love to hear from you.

This entry was posted on Monday, October 22nd, 2012 at 3:55 pm and is filed under General News, Strategy . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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