North Bay Business Journal

Monday, June 21, 2010, 4:42 am

Hospitality and Tourism: Tourism uniquely positioned for social media


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    Personal testimonials effective; also: leases for Napa Riverfront

    Those within the hospitality and tourism industry are uniquely positioned to both embrace and benefit from the ever-increasing reaches of social media tools as a means to boost occupancy rates.

    That was the message from the Sonoma County Tourism Bureau’s recent forum to address travel trends to local hoteliers at Santa Rosa’s Flamingo hotel, during which speakers exhorted the virtues and seeming need for incorporating outfits such as Facebook, Twitter and other niche market social media.

    Kerry Rego, who advises about 60 clients for her firm, Kerry Rego Consulting in Santa Rosa, told the industry professionals that where other industries might often rely on word of mouth or local referrals for promotion, the hotel and lodging industry needs to seek out and convince a much broader, global audience by aggressively advertising themselves.

    “It seemed to be that tourism was much more ahead and accepting of social media than other industries,” she said. “They’re predisposed to want to reach out as much as possible to people around the globe.”

    Equally important is building a presence on the Web that consists of users who share peer reviews with one another and spread the word to others, Ms. Rego said.

    “The odds of me listening to peers are much higher than listening to a marketer,” she said.

    “Social media allows companies to listen to not only their customers,” Ms. Rego continued, “but it allows fans to sell you.”

    She told the crowd of assembled hoteliers and hospitality professionals that, based on her research, 78 percent of Web users believe peers on sites such as Yelp, Facebook, Twitter, foursquare and tripit, compared with third-party advertisers, of which only 14 percent believed more than peers.

    Another key element of social media is the vast usage of mobile devices such as iPhones and other smart phones, from where an increasing amount of users obtain information as they travel.

    The Sonoma County Tourism Bureau’s usage of an iPhone application, called iVisit Sonoma County, is a perfect example, she said. The bureau just days before the forum announced the launch of a similar application, Sonoma Insider, for Android phones.

    “Mobile technology that seemed like a novelty two years ago is a necessity today,” said Keri Hanson, the bureau’s public relations and marketing manager.

    Ms. Rego also provided a case study, touting the recent efforts of the Lake Arrowhead Chamber of Commerce. In 2008, the chamber had a $15,000 advertising budget. But in 2009, after using Facebook as a primary means of marketing, its advertising budget plummeted to just $500 a year, included no print ads whatsoever and saw more lodging in 2009 than in 2008.

    Yet Ms. Rego did caution that a precise strategy is needed for maximizing social media, and throwing oneself at every available tool on the Web would likely result in disappointment. What works on Facebook may not work on Twitter, and so on, because of the varying audiences, she said.

    “Just because one tool works well for some, doesn’t mean it’s going to work for others,” she said. “These tools are not one size fits all. You have to make a decision to see what works for you. You have to have a goal.”


    Santa Rosa-based IRQ Consulting is similarly seeking to tap into technology as a way to assist excursion and tour companies with the launch of its Exclusive Management System service.

    Smaller and mid-sized tour companies have been “left out of the technology loop,” owner Lomesh Shah said. The consulting company is hoping to correct what it describes as “manual processes and disparate applications and databases” used by smaller excursion companies.

    EMS, as the service is called, allows businesses to consolidate day-to-day functions into one system, thereby permitting the business to easily update websites, set up tour operators and agents and access information on bookings occurring anywhere in the world. Information can be found at www.iqrconsulting.com


    Napa’s Oxbow Public Market announced the arrival of two new tenants, bringing the 40,000-sqaure-foot market to fully-leased capacity. The market in late May said Ca’ Momi Enoteca and Graham’s Take-Away Foods are both scheduled to open later this summer. Ca’ Momi will open a classic Italian pizzeria and a wine bar that will feature wines from Napa as well as a selection of rare wines from various regions around Italy, according to owners Dario De Conti, Valentina Guolo-Migotto and Stefano Migotto.

    Take-Away Foods will offer an array of fresh, pre-packaged food that the owners, Graham and Andrea Zanow, say is “unique and familiar” and can be enjoyed either at the market or for take out. Mr. Zanow previously was a chef Napa’s famed French Laundry and will use local, sustainable meats, organic dairy and fresh produce at the new location.

    Elsewhere in Napa, two celebrity chefs are expected to open restaurants by August in Napa’s downtown Riverfront DistrictTyler Florence’s Rotisserie and Wine Bar and a contemporary Japanese cuisine style restaurant by Masaharu Morimoto.


    Submit items for this column to Dan Verel at dverel@busjrnl.com, 707-521-4257 or fax 707-521-5292.

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    1 Comment

    1. June 21, 2010, 9:16 am

      by Damion White

      Having worked with clients on new media projects for a PR agency and having worked in house on new media projects for a travel company, I’ve observed a particular trend not highlighted within this article. Sure, you need a strategy before plunging into the use of new media tools (as you need a strategy guiding any marketing function), but what’s missing here, is that more important than your strategy is your content. Social media networks are simply portals that can be accessed in a more cost effective way than say, television. The ability to reach millions of viewers at no cost does not remove the need to develop great content. Effective marketing is effective marketing, be it within new media, print, word of mouth, or television. Sure you should not blindly buy into the “hype” around social media, but with the right content new media channels provide some of the most cost effective ways to grow your audience around it (that right content).

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