MEDIA RELEASE 27 June 2010
Financial Year Tourism Marketing Budgets Critical for Region to Survive Visitor Downturn
A North West hotel owner has encouraged other tourism operators in the region to ensure they have dedicated marketing budgets for the new financial year to survive one of the toughest seasons predicted.
Wynyard Waterfront owner manager, Cyndia Hilliger, also urged greater regional collaboration to ensure the North West was not left off consumer’s travel radar.
"The key to winning market share is not to pull back on marketing and promotions budgets in tough times, but ensure there's a financial allocation for smarter, cost effective marketing in the new financial year to stand a chance of getting a slice of the small tourism pie predicted," Ms Hilliger said.
"Collaboration in marketing ensures maximum bang for buck for the region as a whole, which in turn benefits individual operators.”
Ms Hilliger said despite tough times in the travel market, Wynyard Waterfront occupancy for the past year had shown an increase from 55 percent to 62 percent, despite a 3 percent decrease in the number of visitors to the North‐West Coast region.
She attributed the 3.5 star property's steady figures to digital marketing and online distribution channels, and cooperative marketing.
"The whole dynamics of the Hilton and Hyatt having domination of market presence is challenged as smaller operators can now be in the same marketing playing field if they are clever with their digital media presence," she said.
"This is a fascinating time for the industry as it's the first time ever that we've had full control over how the consumer interacts with our products through social media opportunities in a very cost‐effective way to achieve promotions.”
Ms Hilliger said the business again has preserved budget for Cradle Coast Tourism's cooperative marketing program, an annual fee, to be a part of key advertising opportunities, new networks and distribution channels not generally affordable as a small business.
"Social media and online digital distribution channels, combined with local cooperative marketing are the key areas of operation that I believe have helped to buffer us from the downturn in the tourism industry and the smart way forward for the region."
End… Cradle Coast tourism works with the tourism and associated industries, Councils, State Government and visitor centres to create a regional tourism sector that delivers economic, social and environmental benefits to the Cradle Coast. Cradle Coast tourism is a unit of the Cradle Coast Authority. Media Contacts: Ian Waller ‐ Ph: 0419 372 400 Amanda Wilson ‐ Ph: 6431 6285 Regional Tourism Development Manager Communications Manager