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NZTO Comment

by Garry Bond, General Manager, New Zealand Tourism Online

New Zealand needs a squeaky clean tourism industry. The last thing we want is for our image to be tarnished by such things as backhanders, dodgy dealings, betting loan sharks or product pushing. The classic example has often been the small operators out of China organising tours at under cost, then relying on 'introductory' commission to supplement their tours. Media even claim thousands of Chinese tourists to Australia are reportedly paying AUD$100 each just to walk on Bondi Beach and are locked in shops until they spend enough. Australia has been a target for this type of tour and luckily to date New Zealand has been largely ignored. Lets all work together to ensure our image is kept as it should be—an honest destination.

On a different note, the online tourism industry is changing. It's noticeably more mature now than a few years ago. Web sites for tourism operators are much easier to organise now and the technology behind them more advanced. The problem is that it also gets more crowded and getting your site found in a search engine is much harder. Directory sites like ours provide one answer to marketing on the Internet however the visitor now even wants more from these type of sites. Just look at how fast wotif.com has grown over the last few years.

People are often in a hurry. They want to see what's available, how much it is and if appropriate, they want to book it now. This certainly makes the life of a tourism operator a bit more complex. Which online booking options should I run with? How many should I opt to use? Sure New Zealand Tourism Online has just added this option for it's gold members, but in my opinion, over the next few years, there will be a bit of a shakedown and the strong booking systems will survive while others will vanish. You are the one who needs to decide. What you may find is that you will start to spend more time on managing your rooms or services and less time actually replying to general enquiries. I guess it's a matter of moving with the times and building up a picture about what works for you.

New Booking Function

As a tourism operator have you applied to add our new booking function to your listing yet? Sorry only available to those with a gold listing or a gold listing with a Web page—you can add the booking option on if you take a gold option or at any stage later on. This booking function is fully integrated into our site and provides you with the ability to take bookings from those travellers (domestic or international) who wish to book something right now. Here's 10 points for you to consider.

1. Booking Button: You will have a "Make a Booking" button added to your listing
2. Compare and Book: You will be included as part of the "Compare Rates" function within your region and category
3. Cross Marketing: We can cross market your business, for example, someone who is interested in a rental car can also be offered accommodation options and visa versa
4. Packages: We have the ability to construct "packages", for example, you could be part of a "3 Day Escape to Nelson" package
5. Reduced Risk: Reduces the risk of losing a booking from customers ready to book now
6. Bookings: Generate confirmed sales from international and domestic travellers
7. Product: Additional exposure and details for your product offering, including availability and pricing
8. Profile: Be a profiled operator on our site with a booking capability
9. Save Time: Saves you time and effort by not having to deal with enquiries regarding availability
10. Timely Information: Provides immediate information to customers, anytime of the day or night

We have partnered with BookIt who will provide the booking system. We choose them because of the flexibility of the system and the excellent reporting functions, including the ability for you to gather feedback from travellers who have used your services.

Yes I'm Interested

More Information: Click here for more information and an overview including associated costs (it's free to setup though).
To Apply: Click here to apply online

Want to enquire about getting a gold listing or gold listing with Web page first? Call 0800 14 65 49 or drop us an email.

The sooner you apply, the sooner we can get you up and running.

PS: Thanks to all of you who have already applied. We are processing your applications and will soon have the booking function added to your listing on the site.

Audio Visual Clip Update

Over 200 tourism operators have now taken a multimedia audio visual clip which means a new directory within the www.tourism.net.nz Web site has been created to cope with the numbers.

Note: As these have been so popular, Yellow Pages now also have a version of this that will be marketed to the 200,000 odd businesses across the country. The price will however be $495 + GST but as existing clients, we will continue to hold our price at $395 + GST for as long as we can.

If you have an audio visual clip or are about to order one from us, you will now gain extra exposure here. Take a quick look.

We have linked this directory to our home page side menu and to our Visitor Information section for additional coverage.

New Zealand Tourism Online has also entered the audio visual in the Tourism Awards this year as an innovative new product.

This product is geared entirely towards helping you convert “lookers into bookers”.

This audio visual product is designed to be cost effective and compelling, with the images and sound combination really helping liven up your site visitors experience. The audio visual attaches to your listing on our site and includes button options and links so you can use it on your own Web site or in emails to your customers!

Key Features

• Low cost
• Fast loading
• Communicate key messages and images in a focused format
• Suitable for both small and larger tourism operators across all market sectors
• Very appealing to your potential customers with additional conversion opportunities
• Professionally recorded soundtrack of your key messages
• Excellent selection of background music
• Enhance your NZTO listing, see Air Fiordland listing example - Media Clip link
• Enhance your NZTO Web page if you have one, see Air Fiordland Web page example - Details Box
• Add to your own Web site after we supply you with button and text options
• Include it in your own emails to potential customers

This is a great time of the year to get your one up and running. Plan now for the season ahead and get your order in now! Contact your tourism consultant or one of our specialist product Managers (Mike O'Sullivan on 0800 14-65-52 or Mike Kaye on 0800 14-65-54 for more information - yes both are called Mike). 

Home Page Fresh Test

by Avatar Web Promotions

In just four seconds, you have to create the best possible impression for your Web site, or face losing your audience to the better-looking site one click away. Take a minute to answer 10 quick questions below and find out if your Web site's home page is fiery or fusty...

1. Dead or Alive? Does your home page text appeal to Web scanners and skim readers? Is it quick and easy to read? Or is it Moby Dick all over again?
2. Bookmark Me? Have you made it easy for viewers to bookmark your home page? Are you encouraging viewers to save your site to their favourites and make return visits?
3. Guiding Light or Damp Squib? Does your content show that you are an expert in your field? Does your content inspire viewers to return to learn about the latest offerings?
4. Text Appeal Does your content include text appeal for your target audience? Does it get to the point; does it answer their questions, address their needs and talk to them in the language they like?
5. Cowboy or Corporate? Have you done enough to establish your online credibility? Or does your site create the impression that you'll be riding off into the Internet never to be seen again?
6. Light Under A Bushel? Have you got enough text on your home page for search engines? Can they get a good idea of how to index your Web site from what you say about it on your home page?
7. The What Not Why Does your home page describe your business? Does it champion the benefits your business offers?
8. Cooo-eeeee! Does your home page include a clear call or calls to action? Is it clear where you want viewers to click next?
9. Knock Out or Knocked Together? Does your home page have graphical impact? Do your pictures do justice to your business? Do they look stylish and up-to-date?
10. A Maze or Amazing? Is it easy to navigate around your Web site?

Differentiate Your Business WITH Your Home Page

Here's a bit more about your home page. Millions of shoppers around the globe regularly buy products online. But even if they purchase offline, over 70% use the Internet to research goods and services. All this puts a huge burden on your Web site not only to provide potential customers with the information they're looking for, but also to make your offerings stand out from those of your competitors.

Begin Differentiation in the First Paragraph

The first paragraph of your home page should explain concisely what you do. The next paragraphs should set you apart. That's what users expect these days. But offering what people expect is like offering the minimum bid for playing a hand of poker. To stay in the game, you'll need to raise the stakes.

Find Your Points of Difference

What do you offer that your competitors don't? What do customers get from you that they can't get or experience anywhere else? Do you offer:

• Wider options?
• More experience?
• A unique experience?
• A convenient location?
• Higher standards?
• Better value?
• Superior service?

Even if you already have good idea of some of your advantages, write them down. These are not only the foundation for powerful messages, they are the vehicle to your ongoing success.

Build Emotional Impact

Now put yourself in your customers' shoes. What motivates them? What solutions can you provide for their travel, can you make them feel comfortable about their decision and help them with their experience? Ads for pain-relievers often follow the formula "Find the pain. Emphasise the pain. Provide a solution to the pain." Avis helps you imagine what the world would be like if they didn't "try harder." Nike doesn't advertise equipment; they advertise the passion of sport. What resonates with your target audience? What is your customer's world like without you? How will their world be better with you in the picture?

Chart Your Undiscovered Advantages

Marketing differences are sometimes discovered by accident. For example Ivory soap has carried the same unique properties since its introduction in the 1860s, it wasn't until 1881 that it "discovered" its famous "99 and 44/100 Percent Pure" differentiator. It took another ten years to find that there was demand for yet another of its properties: "It Floats". Which of your company's best differentiators are hiding in plain sight, waiting to be discovered?

Five Tests of a Strong Message

Look to map out features and benefits as compared to your competitors. Each of the top-level differentiators must try and meet the following five tests:

1. Is it important to the customer?
2. Is it unique to this company, product, or service?
3. Is this a sustainable competitive advantage?
4. Is it memorable?
5. Is this advantage easy to prove?

The process may seem like a lot of work but what you end up with is sales messaging that can be repeated and reinforced consistently everywhere. This is useful for your Web site and in all of your communications. Developing solid messaging is critical to your business and central to building your brand.

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