Newsletter : February 2008

brought to you by New Zealand Tourism Online www.tourism.net.nz

NZTO Comment

by Garry Bond, General Manager, New Zealand Tourism Online

I never thought I'd do it but I jumped out of a plane on Sunday. Luckily for me I'd remembered to strap on a tandem skydiving instructor with a parachute. While 12,000 feet is a long way up and I'm not particularly good with heights, I decided it's good to get out of your comfort zone every now and again.

So what is your routine or predictability as far as marketing your business goes? Can you move outside your comfort zone and look at other methods of gaining business? Developing an effective tourism marketing strategy not only takes time but also requires you to look for, or make opportunities. For example, how could your business profit from different distribution channels (the paths required for you to get business). In a competitive environment this means finding and perhaps experimenting a bit to gain the maximum return.

These channels may include your own Web site, brochures, traditional print directories and guide books, general advertising, Web site directory listings, information centres, trade shows, wholesalers and agencies however other channels are opening up fast such as direct online booking paths. There are even opportunities through audio visual type multimedia where your business message can be passed around. Just look at YouTube and the huge profile it now has. This could generate a new path for your business.

I'm not talking about throwing away your existing methods of gaining business but do look outside your comfort zone and explore the many other avenues that are available today.

Take a free ride with Budget!

If you're living in, visiting or near Wellington, Christchurch or Queenstown, you can take a budget car north for free*!

Pay nothing for car hire from Wellington and you can take it one way to either our Auckland or Hamilton Budget branch.

Or rent one from the Christchurch or Queenstown branches and you can take it to any of the Blenheim, Picton or Nelson branches, absolutely free.

Are You A Tourism Industry Association of New Zealand Member?

Being an individual tourism operator is not without its challenges. Changes in government legislation, industry reforms and everyday business costs all create obstacles for even the most successful of operators. That’s why being a Member of the Tourism Industry Association is absolutely ideal for your business. As an independent, private sector body with around 2,000 members, TIANZ speak with one voice for the interests of our entire industry.

Member benefits include:

• Advocacy – TIANZ aim to ensure that tourism is firmly at the top of the agenda when government decisions are made. The size and ability of the organisation to be heard also helps to ensure that industry-specific decisions are made with consultation and transparency.
• Tourism-focused business seminars providing insights into important business issues such as sustainability, managing risk and attracting and retaining staff.
• Special Member rates to key industry events such as TRENZ and our annual Tourism Industry Conference.
• TIANZ exclusive business offers from key businesses throughout New Zealand provide real cost savings on everyday business expenses including tel-communications, office supplies, fuel and banking. These can easily cover the cost of the annual membership fee.

Contact TIANZ on (04) 499-0104 to find out more about why being a member of Tourism Industry Association will be absolutely ideal for your business.

JOIN OR RENEW YOUR MEMBERSHIP BEFORE 30 MAY AND YOU’LL RECEIVE EVEN MORE EXCLUSIVE OFFERS.

Direct Bookings

Direct bookings are a great way to capture a domestic or international travellers business right now. It provides a seamless and convenient service for both the traveller and the tourism operator and already over $300,000 in bookings have been made through our booking system in the last few months.

Tourism Operator

"We have been delighted with the success we have had with the BookIt system. Our accommodation bookings have increased since participating and we are very happy with the ease of use this service provides. Confirming bookings is done with the touch of a button and payments are made promptly, usually in advance. Any queries we may have have always been answered swiftly and professionally. We would not hesitate to recommend this booking system." Jude Edwards, Accommodation Manager, YMCA Christchurch

Traveller

"I have been using your New Zealand Tourism Online site to make bookings for my New Zealand holiday this month. I just wanted to let you know that I thought the site was the best one I have ever used. It is so easy to use, clear and uncomplicated, and so efficient! I couldn't believe how quickly I could make the bookings – it was a real pleasure. So thanks heaps!" – Lindsay Richardson, Melbourne Australia

Join Now

Do you want to join those operators who use direct bookings to help grow their business further? Last week we added a further 50 operators. This booking function is fully integrated into our site and it's simple to get you up and running.

The setup is free and you only pay a commission on confirmed bookings – plus:

• Free extra exposure on our site regardless of whether you get direct bookings or not
• Withdraw at any time (no fixed period or contract)

Here's 11 more points for you to consider.

1. Reduces the risk of losing a booking from customers ready to book now
2. We are New Zealand's top commercial tourism directory (Neilson Netratings)
3. Generate confirmed sales from our massive traffic numbers (international and domestic travellers)
4. Provides additional exposure and details for your product offering, including availability and pricing
5. Be a profiled operator on our site with booking capability
6. Exclusive to Gold members
7. Saves you time and effort – by not having to deal with enquiries regarding availability
8. Provides immediate information to customers, anytime of the day or night
9. Has excellent BookIt reporting including the ability to gather feedback from travellers who have used your services
10. The system takes care of processing credit cards (inc Amex and Diners), cancel refunds etc and the net amount for any bookings are transferred to your nominated bank account, usually within 48 hours of the travellers arrival
11. Optional customised "Make a Booking" links and buttons for your own site or within your emails (see below)

Please note: This direct booking option is only available to those operators who have a gold listing or gold listing with Web page. Enquire if you are not sure if you have a gold listing or wish to market yourself to over 220,000 visitors each month.

Free "Make a Booking" Option – Use the Booking System on your own Site or within your Emails!

If you belong to our booking system why not use this? Ideal if you don't have a booking type of facility on your own Web site. Capture those wanting to book now! The same commission rate applies but it covers all admin and credit card fees. Very convenient and you can also use it in your emails as well. We'll supply you with the buttons and code once we have set you up on our site and it's up to you if you want to use it.

Make a Booking Search

A 'Make a Booking Search' function has been added to the home page (under Air NZ Fare Finder) to allow travellers quick access to those operators with the booking option. This makes it easy for travellers wanting to book immediately.

Yes I'm Interested

The sooner you apply, the sooner we can get you up and running. In fact we do all the work for you. You just say "yes, let me have this option".

PS: Thanks to all of you who already have the booking option installed or are waiting for it to be added. Many of you are now live here and the rest are being processed.

Audio Visual and YouTube Deal

With just under 300 tourism operators with an multimedia audio visual clip, we now offer a service to convert these to a YouTube format and upload them.

The Audio Visual clips are viewed over 15,000 times per month. That's excellent exposure and doesn't even include YouTube views.

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

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

"Great job!!!! We are thrilled with the result", Sharon and Kevin, Cardrona Terrace Estate, Wanaka

Get your order in now! Contact your tourism consultant or our specialist AV product Manager Mike Kaye on 0800 14 65 54 for more information.

Business Centre

Have you looked lately? There is extensive information available in the business centre from sustainable tourism and Web tools to tourism information and links.

There is also an extensive range of advertising options available for those wishing to start marketing on the www.tourism.net.nz Web site or those who wish to gain greater coverage using special and often exclusive feature spots.