MARKETING GUIDELINES
for Rural Tourism Businesses Skills for Economic Growth
Prepare your Business
Product Concept Forward 2.1.1. by the Director General the Ministry of is,Tourism, Trade, Yourof concept describes what your business what it offers customers and what makes it special or different from similar businesses? It is important to know what your concept is because it is the Commerce thing you will be promoting. Your concept is a statement combining information about your and Ni-Vanuatu Business location, style, features and other relevant information. It is also important to make sure your
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name and concept are related to each other.
Introduction: How to use this Guide
2.1
On behalf of the Ministry of Tourism, Trade, Commerce and Ni-Vanuatu Business it gives me 2.1.2. Business Name Guidelines as a further sign of the Government’s great pleasure to present these Marketing commitment and ongoing support to the Tourism industry in rural Vanuatu. Tourism is a rapidly growing economic sector in our provinces across the country. Rural tourism initiatives provideanaeffective unique opportunity for all you members of ouryour communities to aengage in income To having marketing strategy must ensure business has strong ‘catchy’ generation, revitalisation of custom, and cross-cultural communication. name which represents your concept. Your name needs to stand out while also explaining what the business is. It is a good idea to check with the Department of Tourism (DoT) Product These guidelines have been created tourismtobusiness owners to take charge of Classifi cations attached to ensure you use to theempower correct wording describe your business. their own product development through individual and area-specific marketing strategies. resource YourThis name should:contains both vital information on basic marketing principles and step-by-step instructions for operators toeasy implement a successful marketing plan. • Be easy to pronounce and to remember Make reference to the location, custom or tradition I believe thatfamily the distribution and thorough use of these guidelines will ensure the continued growth Try to avoid names that means something only for you and prosperity of the Tourism industry in rural Vanuatu. I wish to acknowledge the Department of Make reference to the classification: is it a bungalow, guesthouse, tour or activity? Tourism, the Vanuatu Tourism Offi ce and other key stakeholders that have participated in the Be unique broad consultative process to develop these guidelines in a spirit of partnership and collaboration. I also thank the Australian Government funded TVET Sector Strengthening Program for facilitating the production of this document. I commend this resource to our rural tourism businesses and the wider community as an important mechanism to build economic growth within the sector. I encourage you all to use these guidelines and continue to work together to ensure the success and further development of Tourism in Vanuatu.
TIP While the majority of our visitors to Vanuatu come from Australia and New Zealand, it is now accurate to say that the majority of international visitors to the outer islands are from Europe and New Caledonian. However, there are other markets besides international visitors who visit the outer islands.
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Marokon Alilee Director Generall Di t G Ministry of Tourism, Trade, Commerce & Ni-Vanuatu Business
Marketing Guidelines for Rural Tourism Businesses
Turism hem i bisnis blong yumi evriwan.
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• • • •
CONTENTS
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2
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Introduction: How to use this guide
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1.1. 1.2. 1.3. 1.4. 1.5. 1.6.
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What is marketing and why do you need it? How this guide will help you Using the Evaluation Checklist Who are your target markets? Who are our different Visitor Markets? What are the expectations and needs of different target markets?
Prepare to Market
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2.1.
Prepare your Business 2.1.1. Product Concept 2.1.2. Business Name 2.1.3. Signs & Logos
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2.2.
Prepare your Marketing Materials 2.2.1. Contact Details 2.2.2. Business Descriptions 2.2.3. Features and Facilities Descriptions 2.2.4. Key Selling Points 2.2.5. Photos 2.2.6. Pricing: Public Price (rack rate) 2.2.7. Price Lists
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2.3.
Prepare your Communication Tools 2.3.1. Basic Communication Tools 2.3.2. Intermediate Communication Tools 2.3.3. Advanced Communication Tools
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How to Promote for the Domestic Market
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3.1.
Local Visitors 3.1.1. What tools do you need? 3.1.2. How to approach the local market?
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3.2.
Vanuatu Holiday Visitors 3.2.1. What tools do you need? 3.2.2. How to approach this market?
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3.3.
Vanuatu Business Visitors 3.3.1. What tools do you need? 3.3.2. How to approach this market?
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How to Promote for the International Market 4.1.
Air Arrival Visitors 4.1.1. What tools do you need?
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4.2.
How to approach Air Arrivals Directly 4.2.1. Work together 4.2.2. Be part of a Package 4.2.3. Creating Events 4.2.4. Using Local Press (Public Relations) 4.2.5. Using Tourism Newsletters on the web 4.2.6. Your own website and Facebook page 4.2.7. Third party web sites: 4.2.8. Generating contacts with Travel Guides 4.2.9. Use the VTO representative overseas
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4.3.
How to approach Air Arrival Visitors Indirectly (Distribution) 4.3.1. Provincial Call Centre Distribution 4.3.2. Local Travel Agents, Inbound Operators 4.3.3. International Wholesalers 4.3.4. Online Travel Agents (OTA) 4.3.5. People to People Online Booking Systems
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4.4.
Cruise Ship Passengers 4.4.1. What tools do you need? 4.4.2. How to approach this market?
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4.5.
Yachties 4.5.1. 4.5.2.
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What tools do you need? How to approach this market?
‘How To’ Guide
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5.1.
How to Create an Email Address
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5.2.
How to Create a Facebook Business Page
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5.3.
How to Register with Trip Advisor
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5.4.
How to Take Bookings Professionally
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5.5.
How to Deal with International Wholesalers
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5.6.
How to Build and Maintain a Website 5.6.1. Register your Domain Name 5.6.2. Paying for your Domain Name 5.6.3. Hosting your Website 5.6.4. Fill your Website Content
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5.7.
How to use the Hotel Link Solutions’ E-Marketing Package
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Let’s Get Busy
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6.1.
Your Business Marketing Assessment
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6.2.
Your Business Marketing Evaluation Checklist 6.2.1. Prepare your Business 6.2.2. Prepare Marketing Materials 6.2.3. Prepare Communication Tools 6.2.4. Promote for Domestic Markets
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6.2.5.
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Promote for International Markets
6.3.
DoT Product Classifications
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6.4.
Marketing Contact Directory
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Introduction How to use this Guide
Introduction: How to use this Guide 1
1.1.
What is marketing and why do you need it?
Marketing is how you communicate, directly or indirectly, with your potential customers. It is identifying the wants and needs of a target market of consumers, and then satisfying those needs in order to make your business more successful. This process includes how you present your product, how you price it and then how you advertise it to potential customers. Marketing is also how and where you promote and distribute your information in order to access these different markets. If you do not circulate your information correctly it is hard to attract more customers and grow your business. Remember that different businesses will have different priorities to market to their clients. Not everyone is the same. Good marketing ensures that your information is being seen by the right kind of customers in the right way. In the tourism industry, this first means finding out who your potential guests are and then making sure you are able to meet their expectations. By promoting your business as having the things your target market wants, you are more likely to entice new customers.
1.2.
How this guide will help you
This guide is a resource book to help you evaluate your current stage of marketing and to then assist you to further develop your marketing approach with easy steps to follow. This is a living document which can help you at all stages of your marketing development. It contains easy stages to follow, a directory of contacts as well as an evaluation checklist. It does not need to be read cover to cover before you start working on marketing but will be useful to you at different stages of your journey.
TIP Remember that no two businesses are the same therefore no two marketing plans are the same. Your marketing strategy depends on your business type, location, size, and level of development. You do not have to follow the same steps as your neighbour.
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Marketing Guidelines for Rural Tourism Businesses
Throughout this guide you will see three signs:
These logos represent the three major types of tourism business in Vanuatu Accommodation, Restaurants and Tours & Activities. These signs will let you know when a section is specifically relevant to your business. These logos will be labled by colours according to their level of difficulty: Basic, Intermediate and Advanced. These labels refer to how technical, time consuming and costly each activity is. These will help you in your journey as your business develops. Make sure that you don’t skip any steps. It is important to master the basics before you move on to intermediate and advanced marketing activities.
Promote to Domestic Market Local Visitors
1.3.
Vanuatu Holiday Visitors
Vanuatu Business Visitors
Promote to International Market Air Arrivals
Cruise Ships
Yachties
Introduction: How to use this Guide
Prepare Communication Material
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Prepare Business
Using the Evaluation Checklist
At the end of this guide we provide an evaluation checklist to help you design your marketing action plan and identify your key priorities. There is also a directory of contacts to assist you when communicating with various government offices, private businesses and other important stakeholders. As your business develops you can refer back to this guide to help you identify the next steps to take.
Who are your target markets?
TIP
Marketing Guidelines for Rural Tourism Businesses
When marketing your business do not forget about those markets close to you like local visitors and domestic travellers. Sometimes these groups are more likely to visit you in a higher volume than international tourists.
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In Vanuatu there are lots of different markets (types of visitors) we can tailor our tourism businesses towards. When looking at potential markets we need to look at where the customers are coming from and what their expectations are. When marketing your business it is best to start off with those markets closest to you and then as your business expands you can aim for markets further away.
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1.4.
Who are our different Visitor Markets?
Domestic Market - These potential customers come from within Vanuatu. Local Visitors: These are your neighbours and friends. People who come from the same village, island or province are your closest group of potential customers. Vanuatu Holiday Visitors: These are customers that live in Vanuatu. They include visitors from other provinces and from Luganville and Port Vila. Often domestic holiday visitors are expatriates living in Vanuatu who want to see more of the country.
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Introduction: How to use this Guide
1.5.
Vanuatu Business Visitors: These are customers who are travelling for work. They can be government and private sector employees, church leaders and aid workers. These visitors are often travelling on a specific per-day allowance called a ‘per diem’. International Market - These customers come from outside of Vanuatu. Air Arrivals: These visitors come from other countries to travel in Vanuatu for a period of days or weeks. Usually they have pre-booked their accommodations, flights and tours before arriving. Many of these visitors come from countries close to Vanuatu such as Australia, New Zealand and New Caledonia. However, many visitors to the outer islands are now coming all the way from Europe and North America, and many are francophones. Cruise Ship Passengers: These visitors are traveling through Vanuatu on a cruise ship and only have one day in each port of call. They do not require accommodation however they are the biggest market for handicrafts, day tours, sightseeing and other activities. Yachties: These visitors are travelling through Vanuatu on their own smaller boats. They are often at sea for a long time and require supplies such as fresh food and water. They are very interesting in seeing the ‘real’ Vanuatu. On average, they each stay 30 days in Vanuatu and spend most of this time in the outer islands.
TIP
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Marketing Guidelines for Rural Tourism Businesses
You don’t need to always aim for the international market if your product better suits other groups. For example, a restaurant in Lakatoro would do better to promote to locals and business visitors than to exclusively target international tourists.
1.6.
What are the expectations and needs of different target markets?
All of our customers expect a clean, safe and enjoyable stay. However, there are some expectations and needs which vary between target markets. Knowing what your customers’ expectations are helps you to be more prepared. Here are some examples of general customer expectations. • • • • •
Clean bathrooms and modern toilet facilities Clean beds and linen/sheets Privacy and safety Local fruits and vegetables Fresh seafood and traditional methods of cooking it
• • • •
Smiling, happy and engaging staff Honesty Cultural activities Unique experiences
Cruise ship passengers do NOT want accommodation but they DO want photo opportunities and souvenirs. They only have a few hours at each location and do not want to be kept waiting.
Introduction: How to use this Guide
Here are some examples:
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Understanding the expectations of your target market will help you to adjust your marketing style to suit them. Remember, while all customers want to have a good experience there are certain expectations which differ between the groups. Put yourself in the customer’s shoes and think about what it is certain markets expect when they visit your business.
Business visitors do NOT want tours but they DO want internet access and power to charge their computers and phones, and are expecting to be treated like tourists. They also need receipts to be written up for their payments and they have less time. Vanuatu Holiday Visitors are expecting to experience the outer islands in a deeper, more authentic way than an international tourist and expect to be closer to their host. These people have the most time, so they often want to talk and communicate with hosts.
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Marketing Guidelines for Rural Tourism Businesses
International visitors do NOT want to see cement and iron roofs (copa) but they DO want to see traditional building methods and displays of Vanuatu culture. They need lots of explanations as they do not understand things that are considered ‘normal’ in Vanuatu culture – i.e. what is a tam tam? Why are pigs important to life?
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Prepare to Market Before you can start to market your business you need to be very clear about what it is you are selling. Preparation is essential as you need to make sure you understand what your business concept, name and identity are before you can promote them to others. You must understand and be able to describe what your business is, what makes it different, interesting and unique and above all - why should people visit you? Take some time to ensure you have a clear idea of what it is your business represents.
Prepare your Business 2.1.1. Product Concept
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Prepare to Market
2.1
Your concept describes what your business is, what it offers customers and what makes it special or different from similar businesses? It is important to know what your concept is because it is what you will be promoting. Your concept is a statement combining information about your location, style, features and other relevant information. It is also important to make sure your business name and concept are related to each other.
Name Target Markets
Location
Tourism
CONCEPT Product
Standard & Price
Style
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Marketing Guidelines for Rural Tourism Businesses
Features
Some examples of concepts: “Seafront bungalows offering good quality accommodation and a modern restaurant on a unique beachfront only 40 minutes from the international airport” “An eco-tourism community project offering unique access to the marine conservation area, perfect for travellers eager to be introduced to the natural diversity of Vanuatu” “A guesthouse in the centre of a tradition village which offers guests an insight into the old customs and ways of life on our island”
TIP Remember that being different to your competitors is a good thing! Anything good that sets you apart from the rest is more likely to attract potential customers. Think about what makes your business unique and special and ensure you include it in your marketing. For example: if you are the only bungalow in your area on a white sandy beach make sure you promote that.
Marketing Guidelines for Rural Tourism Businesses
And remember: You must register your name to the Vanuatu Financial Service Commission (VFSC) or other people have the right to use it! Cost is 10,000VT for the first year and 5,000VT each year after.
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Your name should: • Be easy to pronounce and easy to remember (not too long or too many words) • Make reference to the location, custom or tradition • Try to avoid family names that means something only for you • Make reference to the classification: is it a bungalow, guesthouse, tour or activity? • Be unique and stay the same (do not change it)
Be careful with the different meanings of your name in English and French and avoid names that have been used too many times like “sunset”, “sunrise”, “hibiscus”, “pacific”, and “paradise”.
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To have an effective marketing strategy you must ensure your business has a strong ‘catchy’ name which represents your concept. Your name needs to stand out whilst also explaining what the business is. It is a good idea to check with the Department of Tourism (DoT) Product Classifications attached to ensure you use the correct wording to describe your business.
Prepare to Market
TIPS
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2.1.2. Business Name
Prepare to Market 2
2.1.3. Signs & Logos
You always need an entrance sign so that visitors know where your business is located. This sign should be clear, easy to read and have your phone number on it (as many tourists will photograph it so that way you communicate your phone number for more bookings). It is good to make these as natural as possible using local materials of a similar design to your business. To have a good marketing strategy it is also helpful to have a logo. A logo is like a signature. It is a colour, symbol, sign or drawing that represents your business – even the way you write your name can be a logo as long as you write it the same every time. It is used to help people identify your property even without the name. Your logo should also appear on your entrance sign along with your business name and contact details.
Examples of entrance signs:
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Marketing Guidelines for Rural Tourism Businesses
Examples of logos:
Once you have established your product concept, name and signage, it is time to start preparing your marketing materials. Marketing materials contain information about your business that can either be given directly to potential guests or to other businesses to circulate on your behalf. These materials need to highlight the best parts about your business as well as relevant information including:
2.2.1. Contact Details
• • • • • •
Business name Location Telephone number Email address (optional) Website or Facebook address (optional) PO BOX number (optional)
Prepare to Market
Prepare your Marketing Materials
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2.2.
TIP This information cannot be changed. Once you have chosen a telephone number, name for your business and email address you must stick with it so that visitors will know how to contact you and make bookings. If you change your phone number your guests will not be able to reach you and you will lose business.
2.2.2. Business Descriptions ns
Create two separate descriptions of your business. First, a short, sharp 20-word description to ‘pull’ potential visitors in and then a longer 100-word description with more details about your business. These descriptions can then be displayed on flyers, information sheets or internet websites to help promote your business and be used every time you need to present your product. Remember to include details such as: Business name Location Business Type [guesthouse, bungalow, tour, dance group, trek, café] General property description Attractions nearby Extra services offered
“Vanuatu Bungalows is located 6km away from Mt Yasur Volcano right on the quiet secluded sand beach of Lowelkas Cove.”
Example 100 words: Where Your Adventure Begins! Vanuatu Bungalows is located 6km away from Mt Yasur Volcano right on the secluded sand beach of Lowelkas Cove. Our local managers and their extended families from surrounding villages will make you feel very welcome. The bungalows are made in the traditional Melanesian style: the community gets together, the men pulling and carrying the timber and bamboo, the women weaving the grass matting and amidst a lot of laughing and singing a house is born out of many hands’ work. We have our own restaurant, which offers you a taste of local produce and is located nearby your bungalow.
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Where Your Adventure Begins!
Marketing Guidelines for Rural Tourism Businesses
Example: 20 words
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• • • • • •
Prepare to Market 2
2.2.3. Features and Facilities Descriptions
Create a short description of the features and facilities of your business including the exact location (GPS coordinates). This description should include more specific detail about your business including the type of facilities you offer and nearby activities. Be specific about your product. Remember to include details such as: Accommodation • Size, material of your accommodation • Type and number of beds/rooms • Bathroom facilities • Location/view • Terrace or veranda • Mosquito protection • Water/power • WiFi (internet) available • Other activities available like kava nights, babysitting or kids club etc. Restaurant • Location of restaurant • Opening hours/days • Specialities served in restaurant • Bar beverages offered • Average price • Free WiFi available Tours or Activities: • Types of transport available • Itinerary of tours • Length/duration of tours • Map of location • Level of difficulty and equipment needed
TIP
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Marketing Guidelines for Rural Tourism Businesses
To find your exact GPS coordinates go online to: www.google.vu/maps and click the mouse on your location to find out your longitude and latitude coordinates [2 numbers in the white box] these numbers can then be used by potential visitors and your distributors to locate your business.
2.2.4. Key Selling Points
This is a list of some of the best reasons for customers to come and visit your business. This list can be displayed at the airport, information office or used by distributors to create brochures and other advertisements. The list should include the nicest aspects of your business and what makes it special. To make this list imagine if someone was to ask you: “Why should I come to your business?” Think of 10 reasons why they should come and write them down.
Beautiful waterfall 5 minute walk away
Island cooking classes available
Flushing toilet/hot shower
Restaurant on Site
Located in a traditional village
Swimming, snorkelling, fishing available
Seafront bungalows
Recently built or new
Opportunity to see cannibal site remains
Cook your own island feast
See the traditional water music dances
Buy local handicrafts
Located on a white sand beach
French speaking guides
Take a spin in a local outrigger canoe
Learn how to make a traditional laplap
Go spear fishing with your host
Hot springs on your door step
See the volcano glow at night from your room
Guided tours to the volcano available from your bungalow
Vanuatu beef available
Sealed road all the way to town
In town and close to all local businesses
Walking distance to airport
Prepare to Market
Nakamal/Kava bar on site
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All proceeds go back to the community
Marketing Guidelines for Rural Tourism Businesses
Fresh seafood available
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English speaking guides
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Examples of Key Selling Points:
You do not need hundreds of photos for good marketing. As long as you have good quality photos, you only need 6! These photos need to be of a clear standard and saved on a clean USB stick. Photos must be of a good size - 2000x1500 pixel or 1.5-2 megabytes.
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Marketing Guidelines for Rural Tourism Businesses
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Prepare to Market
2.2.5. Photos
Photo of the site (ground where your business is located)
Photo of the outside of your business
Photo of the restaurant or food provided
Photo of the inside of your business
Photo of the staff and guests during service
Nice ‘ambiance’ photo with guests
TIP How to get good photos: visit your local call centre or DoT to see if they have any stock photos of your business. You can also ask your visitors to share their photos with you on your Facebook page or send via email once they return home. Always use the same 6 best photos for all publications to help potential customers identify your product and keep a consistent image for your business.
Prepare to Market
Ask the DoT officer in your area to help you establish your international public price (also called rack rate). This price includes the amount needed to cover the commission fee from wholesalers such as the local call centre or agents in Port Vila and overseas. Remember you must charge the SAME amount as your agents for ALL international visitors.
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2.2.6. Pricing: Public Price (rack rate)
Example:
Your International Public Price
Your Local Price or Corporate Price
You give this price to all international travellers and everyone asking for a price in English
You give this price to everyone asking in Bislama
5000 VT
3500 VT
Direct booking
Indirect booking via call centre
Indirect booking via distributors and call centre
Direct booking
Indirect booking via call centre
Distribution fee
0 VT
500VT (10%)
1500VT (30%)
0 VT
350VT (10%)
Your earnings
5000 VT
4500 VT
3500 VT
3500 VT
3150 VT
Your overseas visitors must always receive the same price regardless of which distribution system they use to book your product. However, you can have a discounted ‘local’ price for domestic visitors. The price varies according to your distribution and your target. While you need to establish an official full fee paying price (public price or rack rate) it does not mean that you can’t offer special promotions to locals who book direct!
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You can offer incentives on your prices to help attract customers and make you stand out from other competitors. For example by advertising that your product includes “free breakfast”, “includes a free gift” or “free coconut water on arrival” this will entice potential customers. You can also offer promotions such as “stay three nights get the fourth free” for accommodation, “bring a friend for free” on a tour or activity and “children eat free” at a restaurant.
Marketing Guidelines for Rural Tourism Businesses
TIP
Prepare to Market 2
2.2.7. Price Lists
A price list helps potential visitors to understand the expenses they will need to cover on their trip such as transfer fees, food and kava. This list can be used in your marketing materials and also be displayed inside your restaurant, tour or accommodation. For business visitors it may be useful to provide a price for longer term accommodation or a package for food and accommodation under the ‘allowance’ or ‘per diem’ rate. In your price list it is important to include: • Prices per person for your business (room/bungalow/ tour/custom dance etc.) • What meals or extras are included in this rate, and what is additional • Price for return airport transfer • Restaurant prices (lunch & dinner) • Prices for additional activities/services These prices cannot be changed once the guest has booked as they will have an expectation of the current price. If you decide to update your price list, all communication material must also be changed.
TIP
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Marketing Guidelines for Rural Tourism Businesses
In the tourism industry, prices are valid from 01 April to 31 March the next year and are reviewed once a year for the upcoming new season. Your price must be available to guests and to your wholesalers 6 months BEFORE the new season. Discuss with your local DoT Officers to make sure your prices match with the standard and service you provide.
Prepare your Communication Tools
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2.3.1. Basic Communication Tools
Prepare to Market
2.3.
These are the minimum tools you need to successfully run a tourism business. It is important to note that even if you have some of the tools listed in the intermediate and advanced sections you MUST have the basic tools as well. Once you have these tools on hand you can work to promote your business using your marketing materials prepared in the previous section. Mobile Phone To market your product effectively you need to be contactable 24 hours a day, 7 days a week. This means it is VERY IMPORTANT to have a mobile phone with battery, credit and network signal at all times. There is no point in preparing marketing materials if you do not have a way for potential customers to contact you.
TIP If you lose your mobile phone you MUST replace it as soon as possible and make sure you have the SAME NUMBER as before. TVL and Digicel agents in Port Vila and Luganville can replace your sim card so that the same number can be used at no extra cost.
Business cards
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Check out the directory at the end of this guide for a list of businesses that can help you design and print your business cards.
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TIP
Marketing Guidelines for Rural Tourism Businesses
These are small cards which you can hand out to interested people. They should contain all relevant information including: • Your name • Your business name • Logo • Location • Your telephone number • Your email address/ website • Your PO BOX number
Prepare to Market 2
2.3.2. Intermediate Communication Tools
After successfully mastering the basic communication tools (mobile phone and business cards) you are ready to move on to the next tools in communication. Email and Flyers/Information Sheets should be used in partnership with your mobile phone and business cards. Remember: Do NOT forget the basics as you move forward. Email If you are able to access the internet at least once every 48 hours (2 days) then you are ready to use an email address to communicate with your potential guests and your agents. Emails work the same way as posting a letter - only it is low cost and sends instantly! You do not need to pay for emails but you do need to pay for the internet connection. Emailing is a great way to distribute your marketing information, receive bookings and enquiries and also follow up with guests after they leave. There are many free email services available that will allow you to create your own email address but the most widely used and accepted is Gmail.com. For more information check the ‘How to Create an Email’ section in Section 5. Flyers & Information Sheets These are pieces of paper containing contact details and descriptions about your business. While flyers are small and designed to be given to potential customers to take with them, information sheets are designed to be stuck to walls or to display your information to potential guests in strategic locations such as travel agent information desks and airports. Flyers and information sheets need to attract attention so make sure they are bright and easy to read.
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Marketing Guidelines for Rural Tourism Businesses
Try to include information such as: • Business name • Phone number • Location • Accommodation/Tour style • General property description • Key selling points • Attraction or Events There are four professional printers [Classic Printers, Colorite Graphics, I.P.V & Sun Productions] in Port Vila which will print these materials. The price is mainly related to the quality of the paper and the machine set up, therefore the price per flyer drops drastically when you buy more. This means if you order more you pay less per item. You should also laminate your information sheets (cover in plastic) to protect them from the rain and dirt.
TIP Make your email address a short one such as nameofyourbusiness@gmail. com. Also remember to keep your personal email SEPARATE from your business emails and keep your password somewhere safe.
TIP While flyers are useful for tour operators and restaurants they are not very useful for accommodation businesses looking for international visitors. We recommend that accommodation businesses print, laminate and distribute copies of their information sheet only unless they have a special deal or promotion for locals or business/ corporate guests.
TIP When designing your brochures, the Vanuatu Tourism Office (VTO) has a strong brand “Discover What Matters” linked to its own font and sand drawing ‘badging’. You can download all information about Vanuatu branding from the following link: https://www.dropbox. com/sh/kqcc2u6fa697gi0/ AADOrSiju0yDEsaLvelFUl0sa or contact the VTO Communications officer.
If you are using the basic and intermediate level communication tools successfully you are now ready to move onto the more advanced forms of communication. Be careful do not forget about the basic and intermediate communication tools. These additional tools will complement the earlier ones, NOT replace them.
Prepare to Market
Advanced Communication Tools
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2.3.3.
Your Own Website If you have regular access to internet and can use your email professionally you may want to consider buying a website for your business. This does not have to be complex. You can start with a simple three page website containing all your marketing material. Having a website is a great way to verify that you are a formal business. You can link the website address to your Facebook page, email and to other businesses that choose to promote you. For more information about obtaining a website follow the steps outlined in Section 5. Facebook
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Marketing Guidelines for Rural Tourism Businesses
Facebook is becoming an increasingly popular way for businesses to share information and contact details with a wide range of people. There are now over 800 million people using Facebook so it is a good way to promote your business through your ‘friends’ and visitors. It is important to keep your personal Facebook account separate from your business account. You can create a special ‘business’ page for your own business by following the steps outlined in Section 5.
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How to Promote for the Domestic Market
Local Visitors
When marketing your business for local customers it is important to remember that while most customers probably know where your business is, not everyone will. Local customers will usually be interested in your business as a venue for an event or for catering but remember that they also make arrangements for visiting family, church groups, sporting events and may be interested in arranging meals, accommodation or tours on behalf of someone else.
3.1.1.
What tools do you need?
3
How to Promote for the Domestic Market
3.1.
• Marketing materials from Section 1 (saved on a clean USB stick) • Basic communication tools from Section 2.
3.1.2.
How to approach the local market?
It is very important not to underestimate the use of word of mouth when dealing with local customers. When customers have a good time at your business they tell their friends about the experience. If you provide a great clean, safe service and friendly staff people will share this news by ‘word of mouth’. Try to get people talking about your business by giving your business card to your happy customers when they leave. Also put your laminated information sheets on noticeboards and hand out your flyers in town on market days. You can also use these techniques below to attract local customers: Door Knock Take your business cards and go visit local government offices and big businesses. Sit down and ‘storian’ with these organisations; explain who you are and what your business is. Explain how their organisation could use your business in the future for conferences, catering etc. Offer them the chance to come and visit your business and maybe have lunch free of charge. It is very important to build relationships with these influential people.
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Marketing Guidelines for Rural Tourism Businesses
TIP It is important to know which offices to target when you door knock. For example while schools may be interested in cultural tours, government officers will not. Think about who your business relates to and how these people would use your services (weddings, parties, conferences, transport etc). Talk to your Department of Tourism officers to help you establish list of the correct businesses to visit.
Talk to the Transport It is important to build strong relationships with the transportation industry. Talk about your business with bus and taxi drivers, boat owners as well as shipping and Air Vanuatu agents. Give then some of your business cards and flyers to hand out to their own customers and help spread the word. You could even negotiate a deal to always use certain drivers for transfers if they promote your business in return.
Get involved in the Community Try to involve yourself and your business in local community activities by volunteering your venue to host an event such as Independence Day or Children’s Day. You can even host regular events yourself such a Sunday community picnic once a month. If members of the community have positive experiences at your business they will share them with other people and hopefully come back for more.
3.2.
How to Promote for the Domestic Market
Hold an official ‘launching’ or ‘opening’ event and invite key influential people such as local church leaders, important members of government, chiefs and local business owners as special guests. Invite members of the media and the whole community to share in a day of celebration, while also exposing them to information about your services and local discounted prices. Create a new event every time you offer a new service or new accommodation.
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Launch your Product
Vanuatu Holiday Visitors
These are people who live in Vanuatu and want to see more of the outer islands. Often these people are expatriates who bring their families from overseas to visit. There are over 6,000 expatriates living in Port Vila alone and many of these people are only here for short periods of time. This means that hundreds of new expatriates arrive every year. These expatriates often have family visiting from their home nations who come to Vanuatu to have an ‘authentic’ cultural experience. Expatriates have usually lived in Vanuatu for some months or years and understand a little about Vanuatu culture but not everything. You should remember that these are people from a different place and that they might not understand Bislama or certain customs from your island.
3.2.1.
Marketing materials from Section 1 (saved on a clean USB stick) Basic communication tools from Section 2. Intermediate communication tools from Section 2. Advanced communication tools from Section 2 (optional)
Communicate with the Vanuatu Tourism Office (VTO) and Provincial Call Centers (when available) It is useful to start your marketing campaign for Vanuatu Holiday Visitors with the government offices and departments that are designed to help promote the Vanuatu tourism industry. Sharing your marketing material with organisations such as the DoT, your Provincial Call Centre and VTO will ensure that it reaches potential customers via Vanuatu Tourism websites, magazines, newsletters and shop fronts. You can also ask these organisations to ‘like’ you on Facebook to further promote your business to their Facebook friends. Make sure that your flyers and/or information sheet is available at the Sanma Information Centre (Luganville), Malampa Call Centre and Port Vila Tourist Office.
Marketing Guidelines for Rural Tourism Businesses
How to approach this market?
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3.2.2.
29
• • • •
What tools do you need?
How to Promote for the Domestic Market 3
Become part of the TVL Business Directory If you have not already done so, enter your business contact details in the TVL Business Directory so people in your area can find your contact details quickly. Having your details in the directory also shows that you are a professional business.
TIP It is FREE to add your contact details to the white pages and only a small fee of 4,000VT to add your details to the yellow pages (business only section)
Work together Work together with other tourism businesses in your area to promote your region. It is good business practice to work with other tourism businesses. By promoting your area and all its attractions as a whole you are more likely to attract visitors. Combining your marketing efforts with your neighbours will mean you can split the costs of laminated flyers and other marketing materials. You can work together to combine a package to your island or region and then promote this package to larger tour operators in Port Vila and Luganville. You can do this through your local tourism association or by speaking with your neighbours individually.
TIP You should also recommend other tourism businesses in your region to your guests. Accommodation businesses should work hard to promote local tours, restaurants or handicraft stores to guests. While tour operators should do the same in return for accommodation and restaurants. Working as a team will mean more business for everyone.
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Marketing Guidelines for Rural Tourism Businesses
Partner up! Become part of a package by partnering your business with airlines, tour operators and local travel agents in Port Vila and Luganville. Becoming part of package tours is an important step to accessing Vanuatu-based Holiday Visitors. Speak with all potential travel agents such as Evergreen, Air Vanuatu Tours and the independent airlines based in Port Vila: Unity Airlines, Air Taxi, Air Safari and Belair. Provide them with copies of your marketing materials (price list, photos, descriptions and key selling points) and ask to join a package tour to your island. These companies can then sell your business as part of a larger trip. If no package exists you can advise them on creating one using your business and other attractions close by.
TIP Remember these companies will charge a commission (% out of the total price) and pay you at the end of the month or quarter. This means that tourists sent to you by these companies will arrive with a ‘voucher’ only. However they will advertise your business on your behalf and also manage these bookings for you.
The Independent This newspaper publishes a Vanuatu photo every week. You could try to be the ‘photo of the week’; they also publish a one-page restaurant review so you can try to be ‘restaurant of the week’.
How to Promote for the Domestic Market
Public Relations (PR) is more effective and cheaper than advertising. The local press is always happy to publish information about your business for free IF you have an interesting story. You can use the press only when something special happens, such as: upgrades, new activities or tour, major events, new opening, celebrities visit, amazing new package or you have incredible photos. You will need to send a press release to get published and you need to add very nice photos along with it. Send your stories to:
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Share your story using Local Press (Public Relations)
Vanuatu Infos This newspaper is distributed free of charge, you may publish in French as the Editor is francophone. What to do in Vanuatu (Daily Post) This monthly edition is dedicated to tourism in Vanuatu; it is quite easy to be published in this if you send your information through early enough. Island life This magazine is very popular amongst tourists and the expatriate population. They will publish only exclusive information with high quality photos.
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Participate in the annual Vanuatu Tourism Awards Participating in these awards will help you to be recognised by the industry and get some visibility in local communities. This award provides the top three finalises with media exposure and a ‘site visit’ by international judges. This is a wonderful opportunity to advertise your business for almost nothing (entry is 5,000vt per business). If you are successful winning your category you can advertise your business as the “Winner of the Vanuatu Tourism Awards- X Category” on all of your marketing materials. Talk to the VTO about entering next year.
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Get ‘liked’ on Facebook by the Santo and Port Vila communities By asking your Vanuatu holiday visitors to ‘like’ your Facebook Page, this will share your information with their friends on Facebook and help promote your business for free.
Marketing Guidelines for Rural Tourism Businesses
Island Spirit- Air Vanuatu Inflight magazine This is a great way to promote tours as expatriates and tourists are reading this magazine while flying to Vanuatu. You need to convince the editor that there is a nice story to do in regards to your product.
Vanuatu Business Visitors
These are visitors who are travelling within Vanuatu for work. They can be travelling for a few days or several weeks. Vanuatu Business Visitors include government officials such as representatives from the Ministry of Health, the Ministry of Education and Training and the TVET Program as well as officers from private businesses or non-government organisations such as TVL, Digicel, UNELCO, JICA, Red Cross, Save the Children, VSA and World Vision.
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How to Promote for the Domestic Market
3.3.
3.3.1.
• • • •
What tools do you need?
Marketing materials from Section 1 (saved on a clean USB stick) Basic communication tools from Section 2. Intermediate communication tools from Section 2. Advanced communication tools from Section 2 (optional)
3.3.2.
How to approach this market?
Word of Mouth/ Repeat Business Basic Make sure you utilise word of mouth to get people talking about your property/restaurant. If people enjoy their stay/food they are very likely to return (repeat business) and let their friends know about your special prices. Ask your business visitors to ‘like’ you on Facebook and give them your business card to share with their friends. Promote with the Provincial Call Centres Basic
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Marketing Guidelines for Rural Tourism Businesses
Share your marketing material with the Provincial Call Centre as they are often contacted by non-government organisations and private businesses to arrange work travel logistics for them.
Advertise Corporate Specials Most business travellers are given a certain amount of money each day to cover accommodation and food costs. This is called a per diem or allowance. The average per diem most travellers receive is 5,000VT per day. If you can package your business to include accommodation and food for less than 5,000VT per day you will increase the chance of these guests staying with you. Most Vanuatu Business Travellers will eat only breakfast and dinner at their guesthouse as they are working during lunch. It is also a good idea to offer a special corporate price for men who want to drink kava in the evenings and will not be eating dinner (accommodation and breakfast only). Once you have decided on a corporate special you must promote it in Port Vila and Luganville.
How to Promote for the Domestic Market 3
Often local staff are responsible for booking travel logistics for visitors so it is important to speak with local representatives of these companies and organisations. For example often the local hospitals will make the bookings for visiting doctors so it is important to let them know about your corporate prices.
Marketing Guidelines for Rural Tourism Businesses
TIP
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Once you have decided on a corporate special, create a flyer, information sheet or email with details about the special (what is included) as well as your contact details, photos and location. Once you have created these documents, visit large businesses, government and non-government organisations in Port Vila and Luganville to advertise your specials. Alternatively, send an email out to these organisations and businesses (to the secretary or relevant staff member) every 2-3 months reminding them of your specials and discounted offers.
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Contact large businesses and organisations
4
How to Promote for the International Market
How to Promote for the International Market 4
4.1.
Air Arrival Visitors
Over 100,000 international tourists come to Vanuatu via plane every year. These visitors usually book their accommodation, travel and tours before leaving their home country on the internet or using travel agents. In a 2014 survey, 90% of holiday travellers said they had started their search for holidays online*. This means that when trying to promote your business to the international market, it is very hard for you to reach them directly. It is more efficient to contact them via websites, travel agents and other distributors. Your goal is for potential travellers to find you when they are searching for your kind of product on the internet. You cannot really influence travellers to choose Vanuatu as their destination but you can strongly influence their choice of accommodation and tour while they organize their trip. To cover this market it is essential to promote your business through multiple channels to ensure maximum coverage.
How to Market for Air Arrival Visitors (Tours & Activities)
Direct marketing Accommodation Call Centre Distributors
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Marketing Guidelines for Rural Tourism Businesses
How to Market for Air Arrival Visitors (Hospitality)
Direct marketing Distribution Call Centre
* The Traveler’s Road to Decision, Google and Ipsos MediCT July 2012.
4.1.1.
What tools do you need?
• Marketing materials from Section 1 (saved on a clean USB stick) • ALL Basic and Intermediate communication tools PLUS at least one advanced communication tool.
How to approach Air Arrival Visitors directly
The objective of this style of marketing is to get directly in contact with the potential travellers. You want to generate as many requests and bookings as you can (direct bookings mean no commission so you make more money). Direct bookings generated by your own efforts and communication should be 30% to 50% of your total bookings. How to get people booking direct:
Work together
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4.2.1.
How to Promote for the International Market
4.2.
As mentioned in Section 3 (marketing to Vanuatu Holiday Visitors) it is important to work together with other tourism businesses in your area. As a collective group you will entice more visitors to your area and also have more budget for printing flyers and information sheets or designing a group website. You can also work together using word of mouth to ensure tourists visit as many activities, restaurants, handicraft vendors as possible during their stay.
If you own a tour or an activity, your best sales network is all of the accommodation in your province. Bungalow and hotel owners promote all the successful activities available to their guests and should send you most of their tourists. How to be promoted by bungalow owners: • Make sure they know your tours well including duration, what is included etc. • Make sure that they know your price and the exact transfer cost from their bungalow. • Invite them to come free of charge anytime they like. • Make sure that they have a one-page description of your tour in their guest activity book or compendium. • Provide laminated information sheets. • Make sure that you automatically give them a 10% to 15% commission on every direct booking they give you. • Try to promote the accommodation that sends you a lot of tourists (two way business). • Make sure that they mention your tour on their website.
4.2.3. Creating Events
One of the best ways to increase your product exposure and generate interest for your region is to create local, unique events that will attract tourists and spread information about your product by word of mouth. Examples of events include cultural festivals, canoe races, custom ceremonies and religious holidays.
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Maskelyne Canoe Trip Package
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Most international visitors are interested in spending 2 to 4 days in the islands filled with as many activities as possible. This is why packages are appealing to them. It is important to make sure your business is part of as many package deals as possible. Speak with the DoT and local travel agents to enter a package deal or even speak with other local businesses and design and market your own. For more information look to the Partner Up! advice in Section 3.2.2.
Marketing Guidelines for Rural Tourism Businesses
4.2.2. Be part of a Package
How to Promote for the International Market 4
Rules for a successful event: • Plan your event one year in advance and block the dates. • Inform the VTO event manager as soon as the dates are fixed; check if the VTO can help with publicity for the event. • Coordinate with all participants of the event and use Facebook to inform as many people as possible. • Propose a package with domestic flights and accommodation to make it easy to book (your local call centre or DoT can help with this). • You cannot change the date of the event and you must try to make it a yearly event. • Do not forget to inform expatriates in Port Vila and Yachties; they are your best customers. • If you create a sport event you should try to contact all sport associations in Australia, New Zealand and New Caledonia. • You must not see your event as just a quick way to make money; this is part of destination marketing and long-term promotion for your region.
4.2.4. Using Local Press (Public Relations)
As mentioned in the Vanuatu Holiday Visitors Section 3.2.2 the local press is always happy to publish interesting information; you can use the press to boost your product as long as you have an interesting story and nice photos to go with it. Check the directory at the back of this guide for information on how to contact Vanuatu-based newspapers and magazines.
4.2.5. Using Tourism Newsletters on the web
There are numerous internet newsletters that are published weekly or monthly on internet. You can send them your ‘press release’ to advertise your product. The most widely used newsletters in Vanuatu are VTO Tourism News and SPTO Pacific Pulse. Contact the editors (listed in the directory at the end of this guide) to get your news published.
4.2.6. Your own website and Facebook page
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Marketing Guidelines for Rural Tourism Businesses
Many of your bookings may come directly from your own website or Facebook page. Refer to the sections in Section 5 on how to create a website and Facebook page for more information. Remember your website does not need to be more than 3 to 4 pages but does need to be very descriptive with lots of good quality photos and should invite visitors to contact you directly via email.
TIP Even if your website is simple and your Facebook does not have many ‘likes’, these two systems enable you to be identified and found on internet. Anyone who is looking for you will have access to your direct email address and telephone number.
TIP Work Together! It is very important to cross-reference your website with other businesses related to you so that you can send each other contacts and generate more email bookings. If you are an accommodation business you must promote all tours around your destination and put their website link into your website as ‘recommended tours’. If you are a tour you must recommend accommodation on your website. Working together will create more bookings on both your websites.
How to Promote for the International Market
Several websites are dedicated to promoting information on Vanuatu. Many potential tourists use these sites to choose their destination. To register on the websites mentioned below you will always be asked to provide contact details, product descriptions, product features, prices and photos.
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4.2.7. Third party websites
VTO Website www.vanuatu.travel The VTO website is one of the most popular websites promoting Vanuatu. Your business needs to have a page on this site. To be mentioned on this website you need to be approved by your provincial DoT and be a member of an approved Tourism Association. Your local Product Development Officer at DoT can assist you to contact the VTO once you have been approved and help set up your page. Destination Vanuatu www.vanuatuparadise.com This website is own by a Vanuatu company called Promocom. It is developed in conjunction with a travel guide called “Destination”, you need to pay to have a page on the website but you can ask them to mention the name of your property or tour as necessary information in their website.
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This is a good way for restaurants to advertise to the international market.
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Trip Advisor www.tripadvisor.com Trip Advisor is a website designed to share information and tourist experiences at a variety of tourism businesses around the world. Tourists do not need your permission to start a page about your business. It is wise to check to see if there is a page dedicated to your business and to read the comments, even if you do not plan to start your own page. If you then chose to register as the owner of your business on trip advisor you will be able to respond to comments and update information and photos. Once your Trip Advisor page is active you can ask your guests to comment on the page and leave stories and photos of their stay to entice potential guests. See chapter 5 “How to Register to Trip Advisor”.
Marketing Guidelines for Rural Tourism Businesses
Vanuatu Aelan Walkabout www.positiveearth.org This website is dedicated to Island Bungalows and travelling in Vanuatu. It gives very precise information on local bungalows in each island. It is very important to have a page on this website.
How to Promote for the International Market 4
4.2.8. Generating contacts with Travel Guides
In order to generate interest and obtain emails from potential travellers your product needs to be mentioned in as many travel guides as possible. There are four major travel guides for Vanuatu: Jason’s Guide www.jasons.co.nz You may write to the editor to ask them to consider your product as one of your area’s attractions and to include your product name, phone and email in the guide. Jason’s will make reference to your product only if they feel that it is essential information. Another way to appear in the guide is to buy advertising. The minimum advertising package is around 60,000 VT so should only be an option for very advanced tourism businesses. Lonely Planet Vanuatu/New Caledonia Guide www.lonelyplanet.com This is the most famous travel guide for people travelling to Vanuatu, and the only guide that really promotes the outer islands of Vanuatu. You need to try hard to be in this guide. Lonely Planet inspectors visit the outer islands every two or three years, they usually contact the local DoT. This is a good opportunity to have them make a site inspection. It is difficult to contact Lonely Planet directly, although there is a ‘contact us’ on the Vanuatu page in their website. Destination Vanuatu Guide This guide is owned by a Vanuatu company called Promocom. It is published in French and English and is distributed in over 20,000 copies. You may contact Promocom to introduce your product and ask them to mention it in their guide. The contact is the same as the website contact. Le Petit Futé www.petitfute.com This is the European version of Lonely Planet. Originally in French it is now translated into English. They also have an information website. They are now starting a Vanuatu guide as an extension to New Caledonia. You may contact the editor to ask them to put your products in this guide.
4.2.9. Use the VTO representative overseas
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Marketing Guidelines for Rural Tourism Businesses
The VTO has representatives in Australia, New Zealand, New Caledonia, USA and Europe. Should you decide to promote internationally, it is important to keep them informed about your product (ask them to feed their own blog or webpage with your information). You could also provide them with the ‘press releases’ that you send to journalists or your electronic information sheet and your website contact details.
Distribution is the variety of channels used to extend the promotion and sales of your product. Distributors or wholesalers are travel agents which promote and advertise your business and then take bookings for you. Online travel agents are websites where travellers can search, compare and book their trips online. Travellers like to use these websites as they can compare a range of different accommodation and travel options in the one place. These companies make their money by taking a commission on your tariff. Your price to tourists stays the same but you receive a reduced amount due to the agent commission or agent booking fees. Commission can range from 10% to 30%. This is the price you pay to have these middle men promoting and selling your product on your behalf. This means that instead of the customers paying you directly, the distributor transfers the money into your bank account.
How to Promote for the International Market
How to approach Air Arrival Visitors Indirectly (Distribution)
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4.3.
Often these businesses will group your product with others, such as flights and other activities into a ‘package’. The customers like them because they can pay for flights, accommodation, tours and transfers at the one time. They then use vouchers as evidence of their payment. You need to find as many agents as you can to make sure that your product is widely distributed, especially in Australia, New Zealand and New Caledonia as these countries represent 90% of international tourists to Vanuatu. There are five categories of distributors you may want to work with, each of them have specific ways of working and reach different kinds of travellers.
4.3.1. Provincial Call Centre Distribution
Two provinces already have a specific call centre that facilitates direct contact between tourists and local products in these provinces. It is essential to be a member of your local call centre to increase your chance to get exposure and bookings.
4.3.2. Local Travel Agencies, Inbound Operators
Tourism wholesalers do the same work as store wholesalers. They supply tourism products to hundreds of travel shops in a region or a country. The wholesaler gives your product access to all their travel shops without you having to go and see them one by one. Wholesalers sell a lot of products to a lot of travel shops. Some wholesalers are generalists and some are very specialised in certain areas like adventure tourism or weddings & honeymoons. For outer island promotion it is recommended to approach smaller, specialised wholesalers who are looking for unique products.
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4.3.3. International Wholesalers
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These companies do not formally contract with you but try to distribute your product based on information (marketing materials) you have supplied them. Expect 15% to 20% commission and payment to you can be made at the end of the month or after 6-8 weeks.
Marketing Guidelines for Rural Tourism Businesses
Mainly located in Port Vila, with a few in Luganville, these locally owned operators have two different ways to ‘catch’ tourists. They may have a shop in town like Air Vanuatu Tours, Vanuatu Discovery or Adventures in Paradise or they may be representing some long haul travel agents based in Asia, Europe or America. Domestic travel agents also act as inbound operators, to secure local contacts and to organise the logistics for tourists travelling from far away. The two largest operators in Vanuatu are Air Vanuatu Tours and Evergreen Ltd.
These companies work on contract only, to be signed at least eight months before the new season (April). They expect extremely rapid answers and confirmations on bookings. They will not accept to work with you if you do not have at least three rooms or if you cannot manage your bookings properly. They deal mainly in Australian dollars and are expecting you to always have the capacity to welcome their guests. They issue international vouchers and pay after 30-60 days, upon receipt of your invoice.
4.3.4. Online Travel Agents (OTA)
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How to Promote for the International Market
Some specialised Pacific wholesalers are: Eden tours, Eden plus, Across Oceania, Unitour, Adventure world, Fusion Holidays, Mondo Travel and Vanuatu Escapes. Their contact details are listed in the directory at the end of this guide.
These are the new generation of travel agents, they do not have any shop fronts, they use only the internet to market your product. Their knowledge is information technology and database. They do not have boundaries or limits. These companies are growing quickly and already account for more than 40% of all bookings in the world. The top five leaders are Expedia, Booking.com, Wotif, Agoda and Orbitz. Each company is distributing over 100,000 hotels around the world. They are the future of tourism and it is essential to learn how to work with these companies. Relationships with OTAs must be built online. You do not need to actually meet someone. You need to be computer literate to understand the way they work and the information they expect from you. You have to supply all the information on their website. When they approve you, they will create a web page for you in their website. When they send you a booking you cannot refuse it. To do this, they ask you to provide them with an inventory of your room availability for the coming year. They pay after the guest’s departure, within a few weeks, to any bank account in the world (your bank may take a commission of up to 1500VT on the international money transfer). Most of these companies will request that you have at least three rooms to offer. There are specific OTA dedicated to guesthouses, backpackers and budget travellers that are working on the same model as the one mentioned above but may be more appropriate for you such as Hostel.com, Hostelbookers.com and Hotels2go.com.au.
4.3.5. People to People Online Booking Systems
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Marketing Guidelines for Rural Tourism Businesses
Some new business models are dedicated to putting people directly in contact with businesses. The most famous one is called Airbnb. You can register on this website only if you have a guesthouse or apartment to rent short term. This website is not for resorts or hotels and motels, it strictly person to person. You must declare yourself as renting a room or bungalow and potential travellers will contact you directly. The website takes a 15% commission and pays you into your bank account after the guest leaves and if you have provided what was promised.
Trip Advisor has introduced a booking system, called Flipkey, dedicated to very small structures and vacation rental. This system puts you in contact with people who are looking to rent a house or bungalow. You will need to provide all information about your property as well as your bank account details. You may propose only the best guesthouse or room you have. Viator is a website dedicated to promoting tours and packages around the world. It is essential that you try to be promoted in this website if you own a major attraction in Vanuatu. You must fill in a form to present your attraction and they will contact you. They will ask you for a lot of information about your tour and especially about security and safety, quality and attractiveness of your product.
TIP It is best to contact all above through the internet. You can go directly on their website - (look at the bottom of their home page, there is always a link called ‘hotelier’ or ‘contact us’.
Cruise Ship Passengers
4.4.1.
4
The number of cruise ship tourists to Vanuatu is increasing rapidly every year. As of 2015 there will be six separate ports of call (places cruise ships stop) in Vanuatu. You should only attempt to promote your business to Cruise Ship Passengers if your business is close to a port of call. Cruise ships only stop in each location for 8-9 hours so accommodation and overnight tours and activities are not able to target this market. As their visit is a brief one, Cruise Ship Passengers want to gain as much of an experience as they can in a short amount of time. Half-day tours, handicraft stalls and 1-hour long activities such as massage and hair braiding interest this market as do photo opportunities and souvenirs.
How to Promote for the International Market
4.4.
What tools do you need?
• Marketing materials from Section 1 (saved on a clean USB stick) • ALL Basic and Intermediate communication tools PLUS at least one advanced communication tool.
4.4.2.
How to approach this market?
Outside on the Wharf - Direct Passenger Bookings An easier way to promote your business to Cruise Ship Passengers is to set up a stall at the entrance to the wharf on port of call days. Then, as the passengers come off the ship you can attract them with your colourful information sheet and signage. Be sure you are part of the Taxi and Buses tours The most effective way to promote to Cruise Ship Passengers is to be in contact with the taxi and bus services in your area. Often Cruise Ship Passengers rent a taxi or a bus for the day and ask the advice of their drivers as to where they should visit. If you have an agreement with several drivers that in exchange for bringing tourists to your business you give them a commission (10-30%), you will find more and more of these visitors at your business.
You may have the opportunity to advertise and sell your business on board the cruise ships via their tour agent (Adventures in Paradise for Carnival Australia). This process is very time consuming and competitive. To be able to promote your business on board the ships you must meet the high standards of the company and accept and respect their exclusive contract. This means that if your product is sold on board the boat you cannot sell it outside on the shore. However, you are paid directly by Adventure in Paradise for the total number of passengers you welcomed in one day and they will do the on board marketing for you.
TIP Cruise passengers are doing more internet research on each port of call before they visit them. They have access to internet on the ship, so having a special cruise passenger web page is an excellent way to get private bookings from passengers before they arrive.
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On-board the Cruise Ship
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Several tour operators are in charge of packaging tours for cruise passengers at each port of call. Try to be included in these packages and you will automatically welcome cruise passengers to your business. It is very smart to offer a special rate to these tour operators so that they can offer an attractive price to the passengers and you can attract a large volume of tourists.
Marketing Guidelines for Rural Tourism Businesses
Packages!
How to Promote for the International Market 4
4.5.
Yachties
Yachties are visitors to Vanuatu who travel on their own sailing vessels throughout the provinces. They only visit during the dry season (May- September) and usually leave before the cyclone season starts. On average, each boat stays between 30-50 days and each person on board spends an average of 3,000vt per day excluding government fees and fuel. Yachties live on their boats for long periods of time and are often in need of fresh supplies and a place to wash their clothes. As they have a lot of time they are very interested in spending time with local people and seeing the ‘real’ Vanuatu. As they sleep on their boats this market is only useful for Tours & Activities and Restaurants.
4.5.1.
What tools do you need?
• Marketing materials from Section 1 (saved on a clean USB stick) • ALL Basic and Intermediate communication tools PLUS at least one advanced communication tool.
4.5.2.
How to approach this market?
Location Location Location You can only hope to market to Yachties if your business is located close to a safe harbour or anchorage. If you are situated in such a place put your laminated information sheets up on a noticeboard at the wharf or on the road close by. You could also go out to greet them when they arrive with a welcome gift of fresh fruits and ask them if you can help with supplies or tours. Word of Mouth (and Get ‘liked’ on Facebook) Give your business cards to Yachties that visit and ask them to pass on your information to others that they meet in their travels or even make an announcement over the radio. Also ask them to ‘like’ your business on Facebook to further promote it to the Yachtie community. Yacht Clubs (Restaurants)
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Yachties like nice places where they can relax with other Yachties and unwind after long days at sea. They are also very interested in local kaikai and cold beers. If you can provide these services at your restaurant you can make some flyers and hand them out to Yachties that you meet. You can even organise ‘Island Night’ events if several yachts are in your anchorage at once. Vanuatu Cruising Guide 2014 This is an online guide to Vanuatu for all Yachties to use. This guide includes information about safe anchorages, customs and inland revenue laws in Vanuatu and also places to visit, eat and experience the local way of life. Email the VTO to add your information to this guide. Noonsite.com Noonsite’s main objective is to provide Yachties with comprehensive information about marine facilities in any port visited by yachts, worldwide. It is in your interest to register on this website if you have a property that can accommodate sailing boats. You must check if your anchorage is already mentioned on the site and then you should contact the webmaster to make appropriate changes that you may recommend. Send an email to the administrators including all your communication material and two or three good photos.
How to Promote for the International Market 4 Marketing Guidelines for Rural Tourism Businesses |
Should you have direct access to a secured anchorage it is a good idea to create your own yacht club and have it registered. Then more Yachties will start to stop in and recommend your place to their friends. Remember to make sure you have cold beer available and a nice view at sunset.
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TIP
5
‘How To’ Guide
‘How to’ Guide 5
5.1.
How to Create an Email Address
While you have access to a computer and internet, you can create your professional email address. We recommend a Gmail email address. This email should be strictly professional and you should have a different address for your personal usage.
STEPS
Open the Gmail website. www.gmail.com
Click the blue “Create an account” button below the login box. This will take you to the “Create your Google Account” page.
Choose a username.
Your username will become your new Gmail email address. Keep it short and simple. If your username is not available, you will be given several related options, or you can try a different one. Choose your password and write it in a safe place.
3
Fill out the rest of the information.
You will need to enter your first and last name, your birthday, your gender, your phone number in case you lose access to your account, and a verification email address. You also need to enter which country you reside in.
4
Complete the CAPTCHA.
This is a security tool. If you cant read it, click the refresh button next to the text field to get a new one.
5
Agree to the privacy policy.
Take the time to read the entire privacy policy so that you are aware of what Google can and can’t do with your personal information. Check the box if you agree to Google’s terms.
6
Click Next Step.
7
Click Next Step once more.
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2
This will take you to your Google+ profile creation page. All Google accounts create a Google+ account when they are created.
Your Gmail account has been created. You can click the button to return to Gmail, or visit any other Google service. You should be automatically logged in no matter which Google site you visit.
Follow the steps below to create your own Business Facebook Page.
‘How to’ Guide
How to Create a Facebook Business Page
5
5.2.
STEPS
1
Go to https://www.facebook.com/ pages/create.php.
2
Choose 1. Local Business or Place.
3
Fill in the ‘about’ section with your 20 word description for your business.
It will be on your main page, so make it descriptive but short and sweet. Be sure to include a link to your business website and contact details.
4
Next you’ll be asked to upload a picture.
It is best to use a good photo of your business or the business logo and name (NOT a photo of yourself). While any perfectly square image will work, the recommended size is 180 x 180 pixels.
5
Add your page to your ‘favorites’.
You can add your Business Page as a “Favorite” item here -- similar to bookmarking a web page in your web browser -- for easy access.
6
Facebook will prompt you to create an advertisement to draw attention to your Page.
You do not have to do this as it is expensive and requires a credit card. It is best simply to try and get visitors to ‘like’ your page after their stay and spread your information this way.
7
Click on the ‘settings’ button.
Along the left side, a navigation bar with different sections should appear. Under ‘page info’ add more details about your business (100 word descriptions, key selling points and facility descriptions)
8
“Post” information, photos and videos on your page.
You do not have to do this all at once. Aim to “Post” one thing on your wall at least every week. It can be a new photo or information about a promotion you are having or an event you are holding.
9
Add a ‘cover photo’.
This is the large, horizontal image that spans the top of your Facebook Page. Typically, this is a branded image to help attract people to your Page. The official photo dimensions are 851 x 315 pixels.
10
Invite people to ‘like’ your page.
Click the blue “Create an account” button below the login box. This will take you to the “Create your Google Account” page.
This Facebook page should be strictly professional – do not post anything personal or not related to your business on this Facebook page as you will discourage people to ‘like’ your page. Should you have a smartphone and internet access you can take photos of your guests having a good time at your place and post the photos on Facebook.
With your Facebook account you will have access to Messenger which is a message system free of charge. This is a cheap and efficient solution to confirm information with your business partners. This message system works like SMS but is free of charge if you have access to 3G.
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TIP
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You can now ask your visitors and friends to go online and to ‘like’ your page. When they do this it will share your information with all of their friends and help promote you to a wider audience.
Marketing Guidelines for Rural Tourism Businesses
This page will showcase six different classifications to choose from.
‘How to’ Guide 5
5.3.
How to Register with Trip Advisor
Trip Advisor is a website dedicated to sharing travellers’ experiences and recommendations of accommodation, tours and restaurants with other potential travellers to help them prepare their own trip. Trip Advisor has more than 60 million members (people who have signed up to the website) and 170 million reviews from travellers. As 90% of travellers are now preparing their trips using the internet, Trip Advisor is one of their favourite sites. You should only be on Trip Advisor if your product is at an international standard so you can be sure that most of the travellers’ reviews will be positive. Do NOT put your business on this website until it is at an international standard or the reviews could be negative. If you are not on Trip Advisor you can register for free. You must have an email address to be able to register. You will also need proof that you are the owner or the manager of the property you want to register. The process can take time, make sure that you answer all questions asked. If you are already on Trip Advisor you must make sure that the information on your product is correct. If not, you have to declare yourself as the owner of the product and then you will be authorized to make changes and publish your correct email and phone number. You may ask DoT officers to assist you. You should review travellers’ comments regularly and adjust your product and service according to the comments you receive. Also encourage your visitors to put their comments on Trip Advisor if you know they have enjoyed their time with you. One of the best ways to do so is to send all your visitors an email to encourage them to review your property or tour. You should collect email addresses from your guest book.
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STEPS
1
Prepare all documents that will be requested for your registration.
2
Go to www.tripadvisor.com and go down to click on ‘owner’.
3
- choose proper product category - enter your business & city and go to “tell us more about it”
4
Fill in all information requested.
5
Submit your listing.
6
Receive confirmation.
Follow the process to register.
TIP Here is a typical email template you could use and send to your visitors: ------------------------------------------------------------Dear M. NAME Thank you for choosing NAME OF BUSINESS on your recent holiday. We hope you enjoyed the experience with us here in NAME OF PLACE. We’d be grateful if you would review us on Trip Advisor. It’s the world’s largest travel site, helping over 60 million visitors every month plan the perfect trip. [Put the address of your trip adviser page Here]
Trip Advisor is the only way to get ourselves known in the world. Our guests often tell us how helpful it is to read past guests’ reviews before organising their own visits. And we’re always eager to hear what you liked and how we can improve. If you would like to put your photos on our Facebook page we would be most grateful. [LINK TO FACEBOOK PAGE HERE and ask people to like it!] Thanks again for your contribution to our island development. Yours, NAME & BUSINESS
In order to achieve credibility with national and international distributors, call centres and other people who are promoting your business, it is essential to manage your booking with precision. This is also called “inventory management”, which means that you need to know exactly how many rooms you have available any day for the upcoming 12 months. This is necessary to be able to optimize your bookings and give precise answers to your direct clients and your various distributors.
‘How to’ Guide
How to Take Bookings Professionally
5
5.4.
TIP Your English is important here and will give the first impression to your guests when you answer the phone. Practice these questions to ask in English.
A booking is well documented when you know: • Exact number of people arriving with their names • Arrival date and time – flight information • How many rooms are requested • Bedding configuration required (double bed or single bed) • Departure date and time - flight information • Who is doing the airport transfer • Inclusions (meal, breakfast, tours) • Confirmed tariff to apply It is essential to use a reservation book such as the “cooperative green book”, a diary, or if you are computer literate and have access to internet you can also use reservation software called Reservation Master dedicated to small hospitality businesses. This can be purchased at http:// www.goldhilldoft.com (cost less than 40,000VT).
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You can download a 30 day FREE trial of this reservation software to see if it will be useful to your business.
‘How to’ Guide 5
5.5.
How to Deal with International Wholesalers
You need to have a contract or a letter confirming your agreement to being distributed by a wholesaler. In this legal document you need to have agreed on a tariff (price list) and a commission. Wholesaler bookings always follow the same process and require strict bookkeeping methodology in order to make sure that you get paid. When dealing with local, small, unknown operators it is recommended to ask for ‘pre-payment’ meaning that you want to receive the payment (at least 50%) BEFORE the guest arrives. This is the only way to make sure that the booking is confirmed. The Wholesaler Bookings Process:
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STEPS
1
Wholesaler checks availability from you by phone or email.
2
Wholesaler confirms with its client and receive payment from them, it then issue vouchers to its clients.
At the same time the wholesalers confirm the booking to you via email. You must acknowledge receipt of the booking.
3
Upon arrival, travellers will hand over the voucher to you.
You will need to enter your first and last name, your birthday, your gender, your phone number in case you lose access to your account, and a verification email address. You also need to enter which country you reside in.
4
You issue an invoice to the wholesalers according to agreed tariff & contract based on voucher received.
You email your invoice to the wholesaler with your bank account details.
5
Wholesalers transfer the money due to your bank account
This process can be spread over 6 months (from booking to payment). You cannot expect to be paid immediately. On principle, wholesalers who receive your invoice before the 20th of a month will pay end of the next month.
‘How to’ Guide
How to Build and Maintain a Website
You need to exist on the web, and it is essential to have a website for your product. This requires a minimum of computer knowledge and time investment on your part. A website can be bad publicity for you if it is not taken care of. As soon as you have a website you need to be able to check and answer emails within 48 hours. A website is not static; it needs to change with your product and your product development. This is why you need to understand how it works and cannot just trust someone to do it for you without you being very involved.
5
5.6.
STEPS Register Domain Name
5.6.1.
>
Hosting your Website
>
Fill your website content
Register your Domain Name
This is the same as your name registration. You have already registered your name at VFSC (Vanuatu Financial Service Commission). You need to register your name on the internet as well. This is to protect your name, to make sure that you are the only one able to use it and to avoid any confusion on the net. You can register your name with TVL at http://vunic.vu/index.php. You can also book your domain name online via: www.mydomainname.com. The cost is usually 1000VT per year. Buy your domain name with the extension “.com”.
TIP
If you register your domain name with TVL you will be able to pay at the TVL counter, the price is around 4500VT per year. You can also ask a number of web companies in Port Vila to complete this process for you for a fee. Check the directory at the end of this guide for their contact details. For any online domain name registration, you will need to have a VISA or a MASTERCARD card to pay for this service. Should you be unable to access these cards, you may ask someone who has a card to process the transaction for you and then pay him/her in cash. You will quickly find out though that you need a VISA or MasterCard card to do a lot of things on the internet.
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Paying for your Domain Name
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5.6.2.
Marketing Guidelines for Rural Tourism Businesses
Choose your domain name: • Try to make it as simple and recognizable as possible • myproperty.com.or mytour.com or you may add your island name to help with identification myproperty_tanna.com mytour_santo.com • Do not use your personal name or any word that people will have difficulties to type
‘How to’ Guide 5
TIP How to get a debit card: Bred bank and ANZ bank can now issue debit cards for Ni-Vanuatu businesses. Please apply with your banker and ask for a “Visa Debit Card Application Form”. You will need a VISA debit card every time you want to buy something on internet. A VISA Debit card works like a bank cheque, only better. When you make purchases, the amount is deducted directly from your checking account; but you also enjoy added convenience and security protections. This may be a difficult process with your local banker but it is available. There is usually a cost of 10,000VT per year to hold and use this card.
5.6.3. 5 63
H Hosting ti your W Website b it
Now that you have your domain name that belongs to you, you will need to develop your website. Your website is not in your computer – it is ‘hosted’ in a server somewhere in the internet. In order for the whole world to look at your website it needs to be accessible; this is why you need to have it ‘hosted’ on a server. It is essential that you know where your website is hosted because the host will give you access and a password to make some changes. If you do not know where you website is hosted then you cannot make changes! Should you use a ‘webmaster’ (someone to design your website), this person will assist you to find a cheap host service (around 400VT per month or 5000VT per year). You can easily find a hosting provider at: www.top10bestwebsitehosting.com. One of the most famous is www.godaddy.com. Once again you will need a debit card, or you will have to ask your webmaster to help you with this. Your host will also give you access to email addresses using your domain name, for example:
[email protected] If you feel that you are not computer literate enough to go through the whole process you can use one ‘webmaster’ to register your domain name, find a hosting server and design your web pages. Check the directory at the end of this guide for a list of computing companies who offer this service.
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5.6.4.
Fill your Website Content
Your marketing materials designed in Section 2 will help you to fill the content of your website. Your ‘home page’ is your selling page where you explain why people should book your product; use your two descriptions, key selling points and some nice photos here. Your ‘information page’ should give details of your features or accommodation details, location and access. Your ‘tariff page’ is where you give your public price list and list of extra services you offer such as transfers and handicrafts. Finally, your ‘contact page’ is where you explain how to contact you. Use a specialist You can have a webmaster design your website from the information and photos you provide them. There are several webmasters available both in Luganville and Port Vila (see contacts in the directory).
TIP
This costs around 30,000VT for a 3 page website for the first year and then 10,000VT every year after.
5
You can try to develop your website from “easy-to-use” website design software available on the internet: The easiest one we have tried is:www.weebly.com. This service belongs to Google and is free of charge. You will have to pay only to use additional features. The Malampa Call Centre website is developed with Weebly.com.
‘How to’ Guide
Do it yourself
You can also try: www.godaddy.com/.../website-builder.aspx or www.squarespace.com
TIP
Using templates is a very good system and cheap but you may not be able to choose everything you like due to design constraints. Also, you MUST have a good internet connection as you need to work ‘online’ to build your website. HINT – use the TVET Centre computer labs.
5.7.
How to use the Hotel Link Solutions’ E-Marketing Package
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Hotel Link Solutions (HLS) has put together an e-marketing package for small and medium size accommodation businesses in partnership with The European Union and South Pacific Tourism organisation. This package combines the set up of a website and website for mobile phones, set up of social media and a channel manager (to help you manage bookings through wholesalers and received booking information via text message). This package also comes with local support and many helpful resources. The setup fee for this package is 15,000VT and there is a monthly service fee of 5,000VT. All documents can be made in both French and English. Further information can be found on the company website: http://www.hotellinksolutions.com
6
Let’s Get Busy
Let’s Get Busy 6
6.1.
Your Business Marketing Assessment
Use the flow chart below to assess where your business stands in terms of marketing and what your next step should be. Remember you cannot start promoting your business until you have created the necessary communication materials and tools.
Prepare Business Prepare Communication Material Promote to Domestic Market
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Local Visitors
Vanuatu Holiday Visitors
Vanuatu Business Visitors
Promote to International Market Air Arrivals
Cruise Ships
Yachties
Your Business Marketing Evaluation Checklist
6.2.1.
6
Use this action plan to help plan the next step in your marketing strategy.
Let’s Get Busy
6.2.
Prepare your Business Completed?
Yes
No
Notes
Business Product Concept Business Name Business Logo Business Signage Other Action
6.2.2.
Prepare Marketing Materials Completed?
Yes
No
Notes
Contact Details Business Descriptions 20 words 100 words Facilities, Features & GPS Location Key Selling Points (10) 6 good photos on USB Public Price Price List Other Action
Prepare Communication Tools Completed?
Yes Basic Tools: Mobile Phone Business Cards Intermediate Tools: Email Flyers/ Information Sheets Advanced Tools: Own Website Facebook
Notes
Other Action
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Trip Advisor
No
Marketing Guidelines for Rural Tourism Businesses
6.2.3.
Let’s Get Busy 6
6.2.4.
Promote for Domestic Markets Completed?
Yes LOCAL MARKETS Use word of mouth - get people talking about your business Door Knock to local businesses and hand out your flyers Give your marketing materials to Local Public Transport Launch your Business with an ‘official opening’ Get involved in Community Events Hold events of your own and invite the community
VANUATU HOLIDAY VISITORS Give your marketing materials to the Call Centre, DoT and the VTO Apply for TVL Business Directory Work Together with other tourism businesses in the area Partner with local travel agents/airlinesbecome part of their packages Give stories and photos to local Newspapers and publications Create a Facebook account and get Port Vila and Santo communities to ‘like’ it
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Participate in the Vanuatu Tourism Awards
VANUATU BUSINESS VISITORS Tell your local Call Centre and DoT about your corporate specials Prepare your Corporate Specials packages Talk to local government and business representatives about your corporate specials Other Action
No
Notes
Completed?
Yes AIR ARRIVALS
No
Notes
Let’s Get Busy
Promote for International Markets
6
6.2.5.
Work Together with other tourism businesses – create packages Partner with local travel agents/airlines Create events to attract visitors such as annual festivals, treks, races, cultural events or ceremonies and send this information to the VTO Events Manager Send stories and photos to local Newspapers and publications. Send product story to the Tourism Newsletters Create and manage a website Create a business Facebook Page and manage it regularly Create a Trip Advisor account Email Third Party and Advertising websites Talk with VTO representatives overseas Market your product through the VTO and Provincial Call Centre Send your marketing materials to International Wholesalers Register with Online Travel Agents (OTAs) Other Action
Become part of a package deal with local travel agents and tour operators Communicate with Adventures in Paradise and try to get a contract to sell your product on-board the ship Other Action
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Set up a stall outside on the Wharf to sell your product
61
Get taxis and buses referring your product
Marketing Guidelines for Rural Tourism Businesses
CRUISE SHIP PASSENGERS
Let’s Get Busy 6
YACHTIES Visit Yachts as they arrive in your harbour Create a place for Yachties to tie up their dinghy Word of Mouth: Tell Yachties to tell their friends about your business Turn your restaurant or bungalow into a Yacht Club Noonsite.com - email your communication materials Get your business inside the Vanuatu Cruising Guide Create events targeted at the Yachties
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Other Action
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Marketing Guidelines for Rural Tourism Businesses
6
Let’s Get Busy
DoT Product Classifications
63
6.3.
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6
Let’s Get Busy
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6
Let’s Get Busy
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6
Let’s Get Busy
Let’s Get Busy
Marketing Contact Directory
6
6.4.
Printing Companies in Port Vila Who
Contact
Classic Printers Port Vila
Call: 25930 Email:
Colorite Graphics Printers Port Vila
www.coloritegraphix.com Call: 24513 Email:
[email protected]
I.P.V Printers Ltd Port Vila
Call: 22388 Email:
[email protected]
Sun Production Printers Port Vila
www.sunproductionsvanuatu.com Call: 23813 Email:
[email protected]
What do I give them?
Your contact information, descriptions and photos to create flyers, information sheets and business cards
TVL Phone Directory Who
Contact
Yellow Pages (Business) Port Vila
www.yellowpages.vu Call: 081111 Email:
[email protected] Email:
[email protected]
White Pages (General) Port Vila
www.yellowpages.vu Call: 081111 Email:
[email protected]
What do I give them?
Your name, business name and contact information
Government Offices
Malampa Call Centre Lakatoro
www.malampa.travel Call: 48888 Email:
[email protected]
Everything
Sanma Call Centre Luganville
www.santo.travel Call: 36616 Email:
[email protected]
Everything
VTO Visitors Office Port Vila
www.vanuatu.travel Call: 22515
VTO Marketing Office Port Vila
www.vanuatu.travel Contact: Allan Kalfabun Call: 22515 Email:
[email protected]
Flyers, Business cards & Price lists Photos/Flyers/ business cards plus ask to compete in the Vanuatu Tourism Awards
Marketing Guidelines for Rural Tourism Businesses
What do I give them?
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Contact
67
Who
Let’s Get Busy 6 Marketing Guidelines for Rural Tourism Businesses | 68
VTO Events Manager Port Vila
www.vanuatu.travel Contact: Sebastien Bador Call: 22515 Email:
[email protected]
VTO Web Manager Port Vila
Contact: Alcina Charlie Call: 22685 / 22813/ 7710275 Email:
[email protected]
VTO Australia representative
Contact: Anne Morris Email:
[email protected]
VTO New Zealand representative
Contact: Jacquie Carson Email:
[email protected]
VTO North America representative
Contact: Susan Herrick Email:
[email protected]
VTO Europe representative
Contact: Jeanette Baude Email:
[email protected] Email:
[email protected]
VTO New Caledonia representative
Contact: Martine Robin Email:
[email protected]
Department of Tourism (DoT)
MALAMPA: Edna Paolo
[email protected] Pulpe Waiwo
[email protected] SANMA: Ian Bani
[email protected] Kehana Andrew
[email protected] TORBA: Olivet Dorony
[email protected] SHEFA: Kathy Stephens
[email protected] TAFEA: Selwin Tanagbu
[email protected] Daniel Ringiau
[email protected] PENAMA: Lesley Mera
[email protected] Port Vila Office: Jerry Spooner (Accreditation Officer)
[email protected] Amos Ronnie
[email protected] Brenda Andre (Cruise Officer)
[email protected]
VTO Cruising Guide Port Vila
www.vanuatucruising.info Email:
[email protected] Facebook: Vanuatucruising
Information on any events you are planning
All marketing materials
Everything
Descriptions, Key Selling Points, Photos and Price Lists
Contact
Daily Post Newspaper Port Vila
www.dailypost.vu Call: 23111 Email:
[email protected]
Independent Newspaper Port Vila
www.independent.vu Call: 29999 Email:
[email protected]
Island Life Magazine Port Vila
www.islandlifevanuatu.com/island-lifemagazine/ Call: 7791241 Email:
[email protected] [email protected]
Island Spirit (Air Vanuatu Inflight Magazine) Port Vila
www.islandspiritmagazine.com/ Call: 7747153 Email:
[email protected]
Vanuatu Infos Port Vila
Email:
[email protected]
What to do in Vanuatu Port Vila
Email:
[email protected]
Hotspots Map and Voucher Book Port Vila
Call: 7723333 or 7766277 Email:
[email protected]
What do I give them?
6
Who
Let’s Get Busy
Newspapers and other Publications
Contact Details, Photos, Description and a short story about your business
Local Travel Agents
www.airvanuatu.com/blog/category/ tours Call: 23838 Email:
[email protected]
Evergreen Tours Port Vila
www.evergreenvanuatu.com Contact: Julia King Call: 23050 or 25418 Email:
[email protected] Contact: Esly Kalo Email:
[email protected]
Adventures in Paradise Port Vila
www.adventuresinparadise.vu Contact: Simone Pritchard Call: 25200 Email:
[email protected] Email:
[email protected]
Wrecks to Rainforests Luganville
www.wreckstorainforest.com Contact: Mayumi Green Call: 37365/ 5547001 Email:
[email protected]
South Pacific Tours Port Vila
Call 26559 Email:
[email protected]
Business Cards, Flyers, Business Description, Photos, Price List, Key Selling Points
Marketing Guidelines for Rural Tourism Businesses
Air Vanuatu Tours Port Vila
What do I give them?
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Contact
69
Who
Who
Contact
Unity Airlines Port Vila
www.unity-airlines.com Call: 24475 Email:
[email protected]
Air Safaris Port Vila
www.airsafaris.vu Call: 7745207/5545207 Email:
[email protected]
Belair Port Vila
www.belair.vu Call: 29222 Email:
[email protected]
Air Taxi Port Vila
www.airtaxivanuatu.com Call: 5544206 Email:
[email protected]
Air Ratua Port Vila
Contact: Paul Dalley Call: 7711199 Email:
[email protected]
6
Let’s Get Busy
Independent Airlines What do I give them?
Contact Details, Descriptions, Photos, Key Selling Points and Price List and Packages
Third Party Websites Who
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VTO Website
Contact www.vanuatu.travel Contact: Alcina Charlie Call: 22515
Destination Vanuatu
www.vanuatuparadise.com Email:
[email protected]
Facebook
www.facebook.com
Trip Advisor
Register at: www.tripadvisor.co.uk/Owners www.tripadvisor.com If you have difficulties you can contact:
[email protected]
Noonsite - yachting website
www.noonsite.com/contact-us Email:
[email protected]
Vanuatu Aelan Walkabout
www.positiveearth.org Email:
[email protected]
Lonely Planet Guide
www.lonelyplanet.com/ contact/business_listing/new
Jason’s guide
www.jasons.co.nz Contact: Kerry Lahood Email:
[email protected] Email:
[email protected]
Le Petit Futé
www.petitfute.com/p202-vanuatu/ Email:
[email protected]
Destination Vanuatu
www.vanuatuparadise.com Email:
[email protected]
Rocket Guide Vanuatu
www.rocket-guide-vanuatu.com
Red Vanuatu
redvanautu.com Call: 7766000 Email:
[email protected]
What do I give them?
Business Cards, Flyers, Business Description, Photos, Price List, Key Selling Points
Design your Business Page and add your own photos, descriptions and contact information
Contact Details, Logo, Descriptions, Photos, List of 10 best reasons and Price List
Lonely Planet Guide
Contact www.lonelyplanet.com/contact/business_ listing/new
Pacific Pulse
Email:
[email protected]
Travel Weekly
www.travelweekly.com.au/home Email:
[email protected]
What do I give them? Business Cards, Descriptions, Key Selling Points, Photos and Price List
Let’s Get Busy
Who
6
Tourism Newsletters
Trade Shows Who Tok Tok Vanuatu
Contact Call: 22515 or 22685 Email:
[email protected] Speak with your provincial DoT Office
Wik Blong Vanuatu
Contact: Martine Robin Email:
[email protected]
Vanuatu Road Shows
Speak with your provincial DoT Office
What do I give them?
Business Card or Contact Details, Photos, Descriptions, Key Selling Points, Price List
Wholesalers
www.flightcentre.com.au Email:
[email protected] Email:
[email protected]
Helloworld Ltd Australia/ New Zealand
www.helloworldlimited.com.au Email:
[email protected]
House of TravelHOOT
www.houseoftravel.co.nz
New zealand
Email:
[email protected]
Coral Seas Australia
Contact: Natalie Parker Email:
[email protected]
Island Escapes Australia
www.islandescapes.com.au Contact: Marilyn Lynch Email:
[email protected]
Unitours New Caledonia
www.unitours.nc/vanuatu.html Contact: Francoise Chesnais Email:
[email protected]
Eden tours New Caledonia
www.edentour.nc Contact: Brigitte Brou Email:
[email protected] Contact: Nathalie Le Baube Email:
[email protected]
All Marketing Materials
Marketing Guidelines for Rural Tourism Businesses
Flight Centre Global Product Australia
What do I give them?
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Contact
71
Who
Let’s Get Busy
Contact: Isabelle Miel Email:
[email protected]
Eden Plus
www.edenplus.nc Email:
[email protected] Email:
[email protected]
New Caledonia/ Europe
www.accrossoceania.com Contact: Katia Denomme
Across Oceania Australia/Europe
Email:
[email protected]
Creative Holidays Australia
www.creativeholidays.com/sales/vanuatu Contact: Anne Noonnan Email:
[email protected]
Adventure world Australia
www.adventureworld.com.au/tours-anddestinations/south-pacific/south-pacific/ vanuatu/overview/ Email:
[email protected]
Fusion Holidays
www.fusionholidays.com.au Contact: Jodie Lovelock Email:
[email protected]
Mondo Travel
www.mondotravel.co.nz Email:
[email protected]
Small Guide Travel
www.smallguidetravel.com.au Contact: Monique Doubell Email:
[email protected]
Vanuatu Escapes
www.vanuatuescapes.com.au Contact: Sarah Beeken Email:
[email protected]
6
Access Travel New Caledonia
All Marketing Materials
Online Travel Agents (OTAs) Who
Contact
Expedia.com
www.expedia.com Contact: Patricia Camargo Email:
[email protected] www.booking.com Contact: Andrew Collins Email:
[email protected]
Agoda.com
www.agoda.com Contact: Jason Beer Email:
[email protected]
Booking.com
Orbitz Worldwide
www.orbitz.com Contact: Munish Chetty Email:
[email protected]
Hostel.com
www.hostel.com
Hostelbookers.com
www.hostelbookers.com
Hotels2go.com
www.hotels2go.com.au
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Marketing Guidelines for Rural Tourism Businesses
www.wotif.com Contact: Lloyd Hesson
|
Wotif.com
What do I give them?
All Marketing Materials
AirBnB.com
www.airBnB.com
Viator
www.viator.com Form found at: http://newsupplier.viator.com
Flipkey
You can register your product at https://secure.flipkey.com/freelisting/
Who
Contact
Vanuatu Cruising Yacht Club Port Vila
www.vanuatucruisingyachtclub.org Contact: Gary Vasconcellos Call: 7750795 Email:
[email protected] Notice Board (near Connect Café)
Port Vila Boat Yard
www.portvilaboatyard.com Port Vila Boatyard Pontoon Bay PO Box 688 | Port Vila Vanuatu Office Tel: +678 23417 (Mon-Fri) Contact: Justin Jenkin Call: +678 771 9174 Contact: Paul Samson Call: +678 775 6002 Email:
[email protected]
Kaleva Yacht Services
Let’s Get Busy
www.travelOcity.com
All Marketing Materials
6
TravelOcity.com
What do I give them?
Marketing Material on flyers and information sheets (laminated) relating to Restaurants, Cultural Events ad Festivals and Tours nearby safe anchorages.
www.kysvanuatu.com Vanuatu Office Number: 7761026 Contact: Linette / Noella Email:
[email protected]
Web Design, Domain Name and Software Contacts
www.incite.vu Call: 22334 Email:
[email protected]
CNS Port Vila
www.cns.com.vu Call: 27563 Email:
[email protected]
Etech (Port Vila) Port Vila
www.etech.com.vu Call: 26933 Email:
[email protected]
Etech (Santo)
Call: 36977 Email:
[email protected]
Web Solutions (Website design) Port Vila
Contact: Polina Khoroshko Call: 7710123 Email:
[email protected]
Talk to these businesses about setting up your domain name and website
Talk to these businesses about setting up your domain name and website Contact them asking about their prices and information regarding website design
Marketing Guidelines for Rural Tourism Businesses
Incite Port Vila
What do I give them?
|
Contact
73
Who
Let’s Get Busy
www.hotellinksolutions.com Contact: Sabine Hollerer Call: 7754448 Email:
[email protected]
Reservation Master Software (reservations software) New Zealand
www.goldhillsoft.com
Contact them about the E-Marketing Package, give information about your business and what kind of website you are looking for. Email them asking for information on their reservation software product
74
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Marketing Guidelines for Rural Tourism Businesses
6
Hotel Link Solutions (E-Marketing Package) Port Vila
For the latest digital version of this guide, contact your local Department of Tourism office.
