 |
 |
 |
 |
 |
Services
JG Black Book of Travel, a seasoned team of travel, marketing and branding experts are pleased to bring you the latest travel industry intelligence. From sales to promotions to public relations, we have our pulse on what's relevant now and are dedicated to utilizing our resources to help you better understand the affluent travel market.
We invite you to tap into our expertise to help your business stand out from the competition.
For more information, contact Ed Donaldson at ed@jgblackbook.com or 888.241.9763 ext. 2.
_________________________________________________May Edition: 3 Questions You Should Be Asking Yourself About Your Social Media Efforts
At JG Black Book of Travel, where we’ve made an effort to ground ourselves in innovation and adaptability, we believe that social media has the potential to fundamentally change the way we travel. While I think many in the industry agree, the wide array of platforms and the constant, rapid evolution can seem daunting. It doesn't have to be.
It’s interesting to note that with the wealth of how-to’s out there, very little social media expertise has been applied to the specific needs of the luxury travel industry. By now, most hospitality providers are familiar with social media and have taken steps to get involved, whether creating a few simple online profiles, or devoting time, money and marketing resources to a large-scale social media effort. But if our experience is any indication, no matter the extent of your engagement, it is always helpful to give yourself a quick check-up on your own strategies: where you want to be, and how you intend to get there. I hope the following thoughts help you continue to build and refine your efforts.
Best wishes,
Jena Gardner
President and CEO, JG Black Book of Travel
First, what’s the message and the purpose behind your presence?
- There are several ways to engage the savvy agents, consumers and online influencers you’ll find on Twitter, Facebook, LinkedIn and other sites, but it helps to keep in mind what impression you want to make and to stick to it. As Daniel Edward Craig puts it, “Think of social media as a cocktail party…We’re drawn to passionate people who think before they speak and say things relevant to us.”
- This means moving beyond auto-posting your special offers. Be sure to upload diverse content: an image from a recent event or a link to online magazine coverage, and engaging the guests who are already talking about your brand one-on-one. Are you more concerned with your reputation for service? Make sure your messages are centered on solving problems and providing expertise, just like your concierge and front desk would do in other mediums. Do you want to create buzz? Your best bet is to start small, and stay flexible - try a contest, a poll, a social media offer or a partnership and follow the signs of life.
What tools are you using?
- Smart, useful tools can make or break your social media strategy. According to Steve Rubel, social networking technologies will soon account for 70 percent of web content. So, what are you currently doing to filter out the noise and find who’s talking about you (and who should be)? With so much to wade through, simple browsing can be time-consuming and ineffective. We recommend starting with two free types of tools to boost your monitoring: a dashboard for managing Twitter (most popular are Hootsuite or Tweetdeck) and an RSS reader like Google Reader for everything else.
- RSS feeds are no longer just subscriptions to traditional online publications – they can be real-time search results for keywords, meaning that you don’t need to run a search over and over to find the latest mentions of the subjects you care about. For instance, try Google’s Blog Search, type in your brand and see what pops up. If the results are relevant, scroll to the bottom of the page to find options for receiving regular updates on that search query either via email or a reader, and you’ll be the first to know when someone mentions you on a blog, without needing to run the search again. The same process applies with Twitter’s search function. Once you find the right search terms to suit your brand, you will marvel at how quickly you become an expert on what’s being said about your brand and related topics online.
How are you measuring success?
- Unlike more traditional forms of print and digital media, there is no established standard yet for ROI in social media. The only general consensus so far is that there IS no general consensus. Ultimately, everyone wants increased website traffic and conversions, but the time it takes to produce these results is hugely dependent on how quick a brand is to tap into the zeitgeist.
- Instead, in a concierge/front-desk model, you’ll measure success initially by the types of responses you receive from the individuals you interact with, and by your ability to develop loyal brand ambassadors online. Trying out a specific branding or marketing campaign? Instead of getting hung up on the number of followers or fans you gain, look instead for overall reach. Who is talking about you who wasn’t before and where is your content being shared? Every time your brand is mentioned by a third party, you are gaining valuable, targeted exposure to new potential clients.
No matter your intent, the overall goal in social media is to become a part of conversations relevant to your brand and to leverage those conversations to create brand loyalty and increase your client base. How you choose to do it is entirely up to you. Best of luck, and we’ll see you on the web!
For more information on the expert marketing, promotions and sales outreach services JG Black Book of Travel can provide for your brand, please contact Ed Donaldson, Executive Vice President, at ed@jgblackbook.com, 888-241-9763 ext. 2 or 212-967-5895.
_________________________________________________April Edition: Five Ways To Engage Your Market Right Now
Just as the weather’s started to improve, the economic forecast for the luxury market is looking up heading into the 2nd Quarter. The latest data from the Survey of Affluence and Wealth in America conducted by the Harrison Group shows that spending has stopped declining across a variety of categories. The report goes on to state the importance of “staying visible now more than ever” as affluent U.S. consumers slowly start to spend again.
To achieve this visibility, marketers have two choices: return to strategies that were working before the crisis and hope they are still effective, or embrace new realities in the world of consumer spending. I recently attended a luncheon presentation given by Dr. Lalia Rach, Dean of NYU Tisch School of Hospitality, during which she shared her belief that the luxury consumer has fundamentally changed. From what I’ve seen both professionally and personally, I’m inclined to agree.
To help you navigate these new marketing waters, I wanted to share five innovative methods of engaging consumers based on what we’re hearing in the field.
Best,
Jena Gardner
President and CEO, JG Black Book of Travel
#1: Use The Right Language.
- Engaging your audience requires an understanding of how they see themselves. According to the Survey of Affluence and Wealth in America, when asked to describe themselves over 85% of luxury consumers surveyed chose the following terms: honest, reliable, intelligent, loyal, and knowledgeable. Meanwhile, risk-taker, trendsetter, cheap, and socialite were far less popular. In the same vein, the following words were pinpointed as most likely to increase interest in a product or service: value, saving, values, deals, best and classic. Conversely, fab, chic, trendy, hot and luxe were least likely to increase interest.
- Consumers want to be smart shoppers, and they are attuned to goods, products or services that they can justify as an investment for the long-term. Dr. Rach reinforced this, claiming that consumers have moved from “buying for attention” to “buying for themselves.” Products and experiences that resonate right now are understated, practical and enduring. For travel purchases, this means experiences that are meaningful, memorable and deliver on their promises.
#2: Offer Real Family Amenities.
- Dr. Jim Taylor, Vice Chairman of The Harrison Group, insists that many travel providers are missing out on opportunities to increase their customer base by failing to acknowledge a top priority of today’s luxury traveler – family time. Families tend to use amenities that allow them to stay together, but most currently offered by the travel industry, like golf and spa, keep them apart.
- For that same reason, villas are increasingly popular over connecting rooms because their privacy means parents have to worry less about their children’s behavior.
- And don’t forget the toughest customer – teens. Many family-friendly amenities focus on the under-12 set, but families with teens are more likely to make their final decision based on how the older siblings feel about the destination.
#3: Embrace Transparency.
- Today’s consumer is looking for transparency in the companies he or she supports. Social media and techmobility are driving brand perception into the hands of consumers, who can now give real-time reviews and op-ed commentary on their experiences. While this new reality can be intimidating, smart travel providers will engage in this new medium by becoming a part of the conversation. In fact, Jen Drexler, founding member of the strategic marketing consultancy Just Ask a Woman, goes even further, claiming that not monitoring and responding to online discussions of your brand is “foolish and irresponsible,” because it lets reviews and comments have the last word with consumers researching online.
- After establishing standards of communication and reinforcing your core values, empower staff members you trust to respond personally and immediately in these channels, in the same way you would have them respond at the front desk. Nothing builds consumer trust more than to see grievances addressed openly and appropriately.
#4: Speak To Different Generations Differently.
- Dr. Rach reminds us that different generations respond to different positioning. Baby Boomers (age 45-65) remain the main focus of many marketing campaigns, but Gen Xers (age 30-44), have just as much if not more disposable income as the Boomers, and measure success and value differently. They’ve begun to tire of their original “do it yourself” attitude, now moving into a “do it with me” model instead. While they still don’t want to be told what to do or what to buy by experts, they will respond to collaboration.
- Millennials (age 15-29) are tech savvy, diverse, experienced, educated and socially conscious. And as more and more of the 73 million members of this generation enter the workforce, marketing to this segment will be increasingly important. Often disregarded by traditional marketers, Millennials expect to have a voice at the table, so savvy marketers will acknowledge them accordingly.
#5: Service Matters.
- Spend more one-on-one time with your clients, ask the right questions and listen. This is easier said than done. According to Jen Drexler, people listen at 25% efficiency. Of that percentage, only 7% percent of what we acknowledge are words, 38% is tone of voice and 55% is body language. When we multitask or communicate solely via email, we miss these cues, so try to connect on the phone or in person at least some of the time, and give them your complete attention when you do.
- Finally, follow-up is key to maintaining repeat customers. A simple “thank you” letter or other acknowledgement of your client’s business after the fact goes a long way in remaining top-of-mind the next time around.
Sources: Presentation by Dr. Lalia Rach, Dean of NYU Tisch School of Hospitality, to HSMAI; 2009 Survey of Affluence and Wealth in America; Presentation by Dr. Jim Taylor, Vice Chairman of The Harrison Group to JG Black Book of Travel; NY Social Media Round Table; Presentation by Jen Drexler, founding member of New York-based consultancy Just Ask a Woman, to the Luxury Marketing Council.
________________________________________________January Edition: Five Trends Shaping Your Future Success
Over the past few weeks, I’ve attended a number of events, forums and speaking engagements led by experts from a variety of industries — from technology to research to luxury marketing — offering futuristic predictions about the economy, society, affluence and consumerism.Dr. Jim Taylor from The Harrison Group, one of the world’s leading research firms, estimates that the current economic recession will have an 8–10 year life cycle, while Edie Weiner, President of consulting firm Weiner, Edrich, Brown, Inc. believes that we are not in a recession at all, but rather a profound societal and economic transformation fueled by rapidly advancing technology. Despite differing opinions on our current state, there was a convergence of agreement when it came to creating future success — to truly prosper, businesses will have to ‘move with the culture.’
I heard the same message at the Inc. 500 conference I attended in September.* Scott Griffith, CEO of Zipcar, the world's largest car-sharing service, says that when he took the helm of the company in 2003 he was inspired by the idea of turning a political movement into a successful company. Griffith’s innovative approach seems to be working – Zipcar’s sales this year are expected to reach $120 million and grow to $1 billion within a decade. Quite an achievement in today’s economy.
This past year has challenged us all to re-evaluate the way we approach and conduct business.It has also been a year of rapid advancements in mobile technology and social media. In this edition of Black Book Insights, we explore 5 cultural trends we’ve recently been introduced to and we feel will have a strong impact on tomorrow’s businesses. As for JG Black Book, we will embrace the new year by introducing our own GDS code (JG) in February, and empowering each of our sales team members to become destination specialists. If there’s ever anything my team and I can do to help you face the challenges of the coming year, please don’t hesitate to reach out to me.
On behalf of the whole team at JG Black Book of Travel, we wish you a successful 2010!
Jena Gardner
President and CEO, JG Black Book of Travel
Trend #1: Self-sufficiency has become the dominant overarching luxury personality.
- Financial risk has made consumers more thoughtful about how they spend (and save) their money. In 2010 we will see an increase in willingness to spend on more ‘want’ items, however consumers will be shopping in environments that best meet their needs. Consumers want to feel valued and will seek out companies that treat them with respect and empathy, display greater transparency and honesty, have conversations as opposed to one-way advertising, and champion collaboration instead of an us-them mentality.
Trend #2: A return to elitism.
- One of the biggest mistakes luxury brands made over the past decade was watering down their brand to reach mass audiences. After all, what constitutes luxury is closely related to what constitutes scarcity. Scarcity, which appeals to consumers who are trying to be unique, is much more than being the biggest and most expensive. Brands that will thrive in the next year will focus on defining their own concept of luxury - finding and coining the right status trigger for the right audience.
- Time spent online has doubled between 2004 and 2008, and on average Americans now spend 12.1 hours online per day. (Baby-boomers constitute the fastest growing segment of online users). The increase in online usage reflects a deep yearning for connection and intimacy with other like-minded individuals and online communities have become epicenters of shared passions and interests. Your company has the opportunity to foster deep relationships with consumers through these online communities by discussing your interests (rather than discussing your brand) and participating in authentic conversations.
- With even more people sharing everything they do, buy, watch, listen to and wear in real time, consumers are seeking instant gratification from all their products, services and experiences, both online and offline. Successful brands need to be immediate and allow for consumers to buy NOW.
Trend #5: Consumer advocates are the new brand champions.
- Through the proliferation of real time media, the volume and velocity of word of mouth is growing exponentially. People today trust their friends far more than ‘experts’ so you need to ‘arm and activate’ consumer advocates that will champion your brand. Devotion will always trump promotion.
_________________________________________________
September Edition: Effective Marketing Strategies During Challenging Times
Today’s economic environment presents a challenging picture for the travel and tourism industry. At Virtuoso’s recent Travel Mart conference, Smith Travel Research shared that U.S.-based luxury hotels have lost $760 million in total room revenue in the last 7 months, and it is estimated that overall travel demand will decline by 11% in 2009. The global recession has forced all of us to re-examine our business models, cut costs and find new opportunities for growth while still providing the exceptional value and service our customers have come to demand.With leading economists and researchers now estimating that the recession will linger until 2012, now is the time to be smart and strategic, identifying pockets of growth that will allow your brand to evolve and remain relevant amid the shifting attitudes of today’s most discerning consumers.
JG Black Book of Travel hosted a luncheon prior to Travel Mart, and invited marketers from different sectors to share their thoughts on how to successfully capitalize on today’s trends. We’d like to share some of the takeaways from that luncheon which we hope will help you develop wining sales and marketing strategies for your brand.Insight #1: In Today’s Demand Economy, Knowing the Attitudes and Purchase Patterns of Your Customers is More Important than Ever.
- The most recent version of the 2009 Survey of Affluence and Wealth in America, produced by American Express Publishing and the Harrison Group, found that consumer optimism is on the rise among high net worth consumers and they have a renewed desire for luxuries. However, the number of affluent U.S. consumers has shrunk significantly this past year, making it more important than ever to maintain share of mind and wallet among your best customers. Knowing the factors that influence their purchasing decisions are critical for effective communication.
- The Affluence and Wealth Survey found that in the top echelon of wealthy households, 68% of males and 62% of females say they are the decision makers when planning a family vacation. When it comes to planning vacations, they are most influenced by their children (64%), personal recommendations (44%), travel advisors (22%), magazine articles (21%), internet travel services (19%) and internet articles/blogs (18%). 49% say they plan to stay in the same tier of hotel this year, but expect better deals.
- Key Takeaway: Today’s travelers like to think of themselves as resourceful and want to be respected for being so. They want to do business with companies that they see as reliable, lessening their need for risk management. And they make purchase decisions based on value-oriented criteria, like spending quality time with family.
Insight #2: A Relevant Family Program is Crucial to Attracting Today’s Biggest Growing Travel Segment.
- With children having such a large influence on vacation planning, having a relevant family program is key to attracting affluent consumers. Citibabes, a members-only family club for some of New York City’s wealthiest families, reports that their members continue to travel but they are demanding value and seeking unique travel experiences in order to justify this discretionary spend. These families still desire 5-star luxury and amenities that will allow them to recharge. However in the current climate, they want destinations and travel experiences that focus on education and enrichment rather than solely on entertainment.
- Key Takeaway: Create experiences that will allow families to relax, learn and grow together, such as a family yoga class, a music night accompanied by a live band or a cooking class using locally harvested ingredients.
Insight #3: Business Leaders Now Realize that Travel is Vital to Business Success.
- While business travel may have been the first thing cut in the current recession, according to a July 2009 Forbes Insight Study, it certainly won’t be the last thing to come back. Business leaders are realizing that face-to-face interaction – traveling to meet clients, convening teams from disparate locations, and the motivation and creativity born of live exchange – remains a crucial element of business success. While 34% of the Forbes community reports that they are traveling much less for business right now, 65% of C-level executives are optimistic and preparing for growth initiatives that will necessitate a need for increased business travel.
- Key Takeaway: With companies investing in areas that are likely to drive travel, now is the time to invest in strategies that will help you attract the growing number of executives who realize the rewarding nature of travel, for both business and leisure travel.
Insight #4: Effective Partnerships are Key to Brand Development.
- While social media marketing has become a crucial tool in gaining word-of-mouth buzz for a brand, effective partnerships and alliances are still vital for getting your brand in front of the right audience of trendsetters, influencers and corporate decision makers. Lokee Worldwide Productions, a full service marketing and entertainment company, credits their continued success with being able to develop numerous relationships in the arts, entertainment, fashion, luxury consumer good and philanthropic industries and cross marketing these relationships to create awareness and stronger persona for their clients in many different social circles.
- Key Takeaway: Align your brand with events, promotions and sponsorships that will give you access to potential partners outside your industry, allowing you to introduce your brand to their clientele as well as create a new corporate client in the process. Create a sense of cultural relevancy for your brand by forming partnerships that capitalize on current cultural phenomenon in authentic and meaningful ways.
_________________________________________________
June Edition: Insights Into Family Travel
In April, JG Black Book of Travel was invited by Citibabes, a members-only family club in SoHo, to speak with a group of their affluent mothers about family travel. While we were there to provide these women with tips on navigating the luxury travel landscape, we also learned a great deal about what they're looking for when they travel.
Parents are having children at older ages and want to spend their vacations bonding with their families, causing a dramatic shift in the way affluent consumers are traveling. Hotels and travel providers within the JG Black Book Collection who previously did not accept children have shifted their strategies and now receive nearly 90+% of their revenue from families traveling together. Travel providers will have a tough time surviving in today's market if they do not offer family-friendly options.
In the first edition of "Black Book Insights," we delve into the topic of family travel and offer insight and tips for capitalizing on this growing trend in travel.
Insight #1: Know How To Successfully Market Your Brand to Women
- We have migrated to a matriarchal society. Not only are women the primary household decision makers and purchasers, they also hold over 50% of jobs at top managerial levels in our current business environment.
- A recent study from The Harrison Group & Fleishman Hillard found that over 40% of women are primarily responsible for planning their family vacations, while 58% share the responsibility with their spouses.
- In order to attract these decision makers to your brand, you will benefit from communicating to women in a way that they are accustomed to communicating: Women resonate with brands that authentically represent quality, not status, and they relate to messages that are substantive, straightforward and respectful of their decision-making power.
- And, 81% of women report that they like to support brands that "do good."
- The Harrison Group & Fleishman Hillard study also found that 44% of children 18 years and under influence household travel decision-making. Effective marketing must therefore target the whole family.
- Family travel research is done primarily online, so be sure to have a portion of your website that speaks to families.
- With the recent economic downturn, families are now planning one big trip – a "trip of a lifetime" so-to-speak – with their loved ones.
- Women are seeking travel experiences that are memorable, enriching and educational, giving their children the opportunity to really know how other people live, see the world's treasures first-hand, and experience new cultures and ways of life.
- Be sure to offer travelers authentic cultural experiences or opportunities to learn more about what tourism partners are doing to preserve local environments or help local communities.
- Families will have different travel needs based on the ages of their children.
- Women appreciate companies that are flexible and work with them to meet their needs.
- Summer is the most popular time for families to get away, however families are also looking for great travel deals that will allow them to save money.
- Promoting more affordable shoulder season packages will give them the opportunity to purchase the vacation they want at a more affordable price point.
-
Request More Information
and receive a Black Book of Travel that highlights
our destinations.