Added Value

As we approach the summer travel season, I see more and more articles talking about how important it is for destinations to provide added value to the public. This can be simply a two for one coffee at a fast food restaurant, complimentary iced tea, free wi-fi, or as I have observed by some national advertising by hotel chains, buy two nights, get the third night free. Disney and Vegas have been doing this since news of the slow down in economy became headline news. Something to think about.

The CVB's travel consultants advised that each destination look at offering "value" that would impact market segments -- from leisure travel to conventions & meetings. AAA announced that it expects to see a higher than usual travel season this Memorial Day with that surge lasting throughout most of the summer. Seems that the economy and gas inching up over $2 a gallon won't have much impact.

We've put together some packages that will be sent to our "best customer" list to lure them to the area. Our web site has an enhanced booking engine along with suggested itineraries on how to make Columbus an ideal getaway. And most important, our visitor intercept surveys show a growing number of individual travelers picking Columbus as a "get-a-way" -- meaning they're choosing to come to our city and overnight; perhaps because their dollar buys more and our experiences have a broader appeal and uniqueness about them. And of course, our message is getting out there in a variety of campaigns we introduced over the past 18 to 24 months. Repetition and consistency is what advertising and marketing 101 taught us.

We'll keep our eye on the trends as they shift and change to make certain all resources are focused on the target. If you have any ideas or read something that could make a difference, send it our way.