I know many of you are trying to break into the world of video – or at least you’ve heard all the fuss and are frustrated at trying to get things pulled together.


No matter if you’re a video chatterbox or total novice, you’ll want to tune into today’s edition of the TOP Radio podcast because I’m talking with Lisa Lubin (@LL_media) who is not only a TV/broadcast journalist but also author of the fabulous book, Video 101, which I describe as the ideal starter kit for those who want to do video well.

I’ve always said that video doesn’t require more than a bit of effort and elbow grease to be professional – you do NOT need a film studio, thousands of dollars in equipment, or a payroll of people to make it happen.

But in today’s call Lisa will tell you what you do and don’t need, and will share some fabulous tips from her book. On the call we’ll cover:

• The main question you really must answer before starting.
• Some easy ways to get started in video (and a few thoughts on how to tie it back into your marketing plan).
• Walking through some overlooked pieces of equipment that are important (and what isn’t important) – striking a balance between quality and money.
• Tips and tricks from the newsroom on what you need to produce a better quality video.
• Common mistakes people make when shooting their videos.

Listen In

Recording Time: 39 minutes.

Or Right Click Here and choose save as to download the MP3 of the call. It may take a minute or two to download – be sure to right click and download for the best call quality.

Video 101, the Guide

Got your taste buds salivating about good video? (Or, alternatively, a little spooked but ready to learn more?) I’ve read through Lisa’s guide and I just love all the tips and tidbits that she brings from the newsroom era and explains to you in easy to digest terms. It’s a great overview of all-things-video and the perfect starting place.

Click here to learn more and download a copy of Lisa’s awesome book, Video 101!

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TOP Radio Podcast as back! We took a bit of a winter hiatus, but we’re gearing the podcasting machine back up, because, well, you wanted us to, and we did too! The only change is that we’re slimming down the podcast. More is less, so let’s get to the heart of the matter, pull out the main action points, and get back to work in about 30 minutes instead of an hour. Sound good?

Today we’re talking about systems. Yikes. No worries, our friend Marissa Bracke is here to help! She calls herself the ‘can-do-ologoist’ and helps entrepreneurs “who feel so damn busy they can’t figure out how to make progress in their business.”

Our idea for a call about systems came from one of our readers, who was so ashamed at her dilemma she asked to remain anonymous. She says:

There’s so many free tools out there to help me manage work flow and increase productivity. But the choice is overwhelming. If you culd highlight some key areas I should focus on, and perhaps some recommended products, I would feel a lot better about taking next steps. Thanks so much… [Anonymous].

Sounds fun, eh? If your systems aren’t working and you hate systems, then this is the podcast for you. Click the play button to listen in, or click here

Systems Mentioned On the Call

• Contact Management: Highrise, Batchbook, Gist, Flowtown
• Email Management: Aweber, Mailchimp
• Document Sharing: Dropbox, Google Docs, SugarSync, Backupify
• Social Media Management: Hootsuite, Tweetdeck
• Phones: Google Voice, Skype
• Branded Email Accounts: Google Apps, Email Signature: Wisestamp
• Forms: Jotform

Parting Thoughts (from our good friend Marissa: The time when you most need good systems in place will be the time when you are least able to create them.

Need some more help?

Why not check out our nifty coaching and consulting packages?

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This month’s TOP Radio podcast features one of TOP’s regular graphics design experts, Rachael Acklin, also known as the Caffeinated Elf.  We’re talking about making website look awesome – a topic that comes up regularly in our recent guidebook launch, Why Your Website Sucks – and How to Fix It.

Tune In

To listen to the call, you can listen right from your web browser by pressing play on the widget below.

Call Time: 56 minutes

If you have problems with the widget or would rather download the MP3 file to listen on your iPod or other music player, right click here and choose “Save As” to download the file. Warning, it’s a fairly large file!

Call Summary

• Good website “visual appeal” starts with knowing who your Ideal Customer is.  Everything starts with your Ideal Customer.
• Many people like to design their sites based on what they like.  That’s ok, as long as it’s what your customers like too!  The easiest way to check is to ask them for feedback.
• Balance is also hard, because you don’t want to be loud and obnoxious.  Big bang is ok sometimes, just make sure you aren’t pushy.
• The best websites exude a personality that helps reinforce that one-on-one conversation that you’re having with your Ideal Customer.
• People love free samples.  People buy more when they know what they’re getting.  Also, when customers can get a free sample, they self select, which means better conversions.
• No stock photography!  Repeat for emphasis: No stock photography!
• Ask yourself how you want your Ideal Customer to feel when they come to your website.
• Not too many typefaces, and make sure your fonts aren’t too small.
• Make sure there is consistency between your website and your other marketing materials.
• Don’t be afraid to have everything just perfect.  Professional with personality is enough.  If you’re not sure you’ve got a good balance, ask someone.
• Don’t be afraid to change things around if needed, but only do so when you have a good reason why (and possibly performance data behind it).  If you aren’t monitoring with a plan, check out our guide to Google Analytics.
• Pictures of people sell travel.  Pictures of you and of your customers.
• Don’t forget the testimonials.
• What is it that you want your website to do?  You have to have an answer to that question, or the rest will be a fail.

Connect with Rachael on Twitter (@caffeinatedelf) or on her website.

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This month’s TOP Radio tourism marketing podcast is two very good friends:

• Doug Anweiler, a long time tourism marketing expert from the Authentic Seacoast.  Doug is no stranger to TOP, as he was here before talking with me about remarkable tourism marketing.
• Tony Champion, from Positively Travel.  Tony’s had over 20 years of experience in the tourism industry.

The Authentic Seacoast has six times as many Twitter followers as people who live in their tiny seacoast village!

Listen Now

To listen to the call, you can listen right from your web browser by pressing play on the widget below.

If you have problems with the widget or would rather download the MP3 file to listen on your iPod or other music player, right click here and choose “Save As” to download the file. Warning, it’s a fairly large file!

Call Highlights

Some highlights and quotes from the call – be sure to listen in to the whole call for the details.

Price

• Focusing on price isn’t a great way to build a customer base – you’ll “only be as good as your latest price.”  No loyalty.
• People are willing to pay for experiences.  This is what small travel businesses thrive at!

What’s the big problem with price online, anyway?

• Price isn’t a new issue.  Businesses have always been distracted/worried/distraught about price.  The world of online hasn’t made that any better, or worse.
• What are you good at?  That is where you should have your focus. If you’re reading this, more than likely the thing that you’re good at isn’t that you’re cheap.
• It’s easy to get distracted by price when online.  All of the major travel portals scream PRICE, PRICE PRICE.  When you do advertising keywords or SEO, you see price, price, price.  Leave that where it is and focus on more important.
• When marketing online, it is easy to forget what it is that makes you special.  For example, the Authentic Seacoast it’s about the people and the exceptional hospitality.
• Customers who are listening to your story and understand what you are are about most likely aren’t buying on price.
• If you aren’t worried about things like the experience, your reviews and ratings will suffer – that is more important than price.
• “It’s better to get the right people on board the bus and the worry about the direction, rather than over plan and then drive around in circles looking for the people.”
• Being the best used to be the trend, but now just being different works too.
• People are more interested in “life behind the scenes” thank you think – and this is a great way to focus on something other than price.
• Lose the brand and step into the relationship.

Transportation Versus Hospitality

• Don’t follow suit with the airlines with their fees and their “faux” pricing.  They’re in transportation.  Travel agents, tour guides, and hoteliers are in hospitality.
• Real hospitality isn’t something you do – it’s just the things built into the experience that make it so good you can’t help but tell other people about it.
• This is a difficult area because you’re competing with attention for the same travelers, not that you are offering the same experience.
• Remind yourself about YOUR value, YOUR story, and YOUR importance.  There are people out there who want what you’re offering and are willing to pay for it.
• It isn’t about price – it’s about value.  And it keeps coming back to trust.

Closing Thoughts

• Work with passion.
• Do what it is that makes you remarkable.

Connect with Doug or Tony

You can connect with Doug on Twitter, @AuthenticCoast, or visit their website, www.authenticseacoast.com.

You can connect Tony on Twitter, @TonyJChampion, or visit his website, www.positivelytravel.com.

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This month’s TOP Radio tourism marketing podcast is with Trisha from Travel Writer’s Exchange. Trisha is very well known in this industry and has a wealth of knowledge and experience in running several tourism businesses, including a travel agency as well as her current online ventures. Welcome Trisha!

Listen Now

To listen to the call, you can listen right from your web browser by pressing play on the widget below.

If you have problems with the widget or would rather download the MP3 file to listen on your iPod or other music player, right click here and choose “Save As” to download the file. Warning, it’s a fairly large file!

Call Highlights

Some highlights and quotes from the call – be sure to listen in to the whole call for the details.

Why DIY and Free?

• These two terms really sum up some of the big issues that some tourism business have with being online.
• Free: Travellers not as willing to pay for quality information and products/services.  Always wanting a deal.
• DIY:  Don’t feel they want the services of a travel agent or a tour guide, and don’t take any ancillary products from hoteliers or other tour attractions.

Thoughts on Free

• The “free” movement isn’t a concept limited to the travel and tourism industry.  It’s a train that can’t be stopped, so we have to understand how it works and how to get around it to prove our value.
• The biggest way to get around free is to work together as a team.  That means travel agents teaming up with travel writers, tour guides partnering up with agents, hoteliers with tour guides, etc.  One big happy family!
• Another big mistake businesses make is to try and do it all.  Don’t try to do it all – partner with someone who can help and you can both help each other.
• Don’t be afraid to put out a lot of detail about your tour offerings, about your destination, and other pertinent information – because this highlights that you are the expert.  For most of you, it is your expertise that makes you a viable business, so don’t hide it.
• If you hold back all of your information, the online consumer will decide either a) you don’t know what you’re talking about, or b) you just aren’t that interested in making the sale.  Unfortunately, in the world of the back button, that means you’re dead in the water.
• Focus on the people who are your Ideal Customers who are interested in making a booking.  NOT the people who are just searching for free content.  Ignore the free people.
• What’s your niche?  If you want to be the expert and attract the Ideal Customer, find your niche.

DIY

• Ways to pull in a DIY traveller? It all goes back to niche and expertise.
• The bigger sites also don’t offer much in the way of service or experience – can you cater to the people who want that style?
• Understand what the typical objections of your Ideal Customer will be and address those.
• Again, it’s all about focus: focus on the right people, and ignore everyone else.

Other Online Marketing Tips from Trisha

• Facebook Fan page is a must.  Facebook is a great place to satisfy a web users primary needs: information and deals. Don’t miss out on our Facebook for Tourism resources.
• Monitor your approach on Twitter cautiously (time-management wise)
• Investments are best spent on a great, effective website and do it yourself search engine optimization
• Video is HUGE and really important for a couple of reasons – one is that consumers are demanding it (so they are better informed before making a purchasing decision), and second is that Google is rewarding sites with content (SEO benefit).  Cailin O’Neil’s Travel Yourself is a great example of how to do simple, short yet effective travel videos.
• The More that you Share, the More Likely you will get the Sale.
• Worry more about getting stuff done that’s real, authentic and worry less about things being slick and professional.

Connect with Trisha

To connect further with trisha, visit her website, Travel Writer’s Exchange, or give her a shout out on writter, @TravelWriting.

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I’m really excited to share with you this month’s TOP radio podcast, for two reasons. The first is that this month we’re addressing new media myths and misconceptions – tackling a lot of the issues that I hear about every day.  The second is that joining me is two very good friends:  Sheila Scarborough and Becky McCray.  These two ladies are behind the helm of Tourism Currents, a fabulous “new media education” program.  In plain English:  they teach you everything you need to know about digital media, in a format that is easily digestible and hands-on.  I’d suggest after the call, you pop over to their website to learn more – you can do that by clicking on the logo below!

Listen  Now

The call it just under an hour.  You can listen with the widget below:

Want to listen on your iPhone, iPod, or any other MP3 player?  No problem – download the MP3 here (right click and choose Save As).

Main Discussion Points

Small Business and Rural Areas – does new media care where you’re based?

• Social media and digital technology matters to everybody; it’s particularly important for those in rural communities because it gives small town far more cost effective marketing tool.  Consider a blog, available world-wide, versus having to pay for a number of newspaper ads.
• Once you are connected and available online, you have just as much opportunity as your bigger competitors to sit down and tell your story to an audience. Some of the smaller businesses are the ones that really are doing well – they’re more nimble and the hustle.
• Choose a tool that suits your situation - even if you don’t have good broadband.  Don’t forget about the mobile!  Perhaps you can find a way to tap into the benefits and uses of location-based social media.  Use what you’ve got, where you are.  No excuses!

What’s this about the Return on Investment (ROI) on Social Media?

• The better question is how will you measure your Return On Ignoring.  This is how customers and businesses are going to interact in the future – how can you not get on board?
• There is absolutely no excuse not to have your on web real estate; you need a place online where you can control the content and the message.  The web is not new!
• You can measure the benefits and impact of your website far more clearly than a billboard or a brochure which is still difficult to measure.
• New media is no longer ‘kids play’ – it’s now a mainstream communication tool.
• Lots of measurements available: from Google Analytics tools to GPS geo-location, the measuring tools are seemingly unlimited.  Infinitely more measure than old school media.
• If you don’t think this applies to you, why don’t you go and look at what’s being said about you right now?
• If someone came into your real-world establishment, would you still ignore them?  Probably not.

How do you choose the right social networks & technologies to hang out on?

• What do you enjoy?  If you’re a text person, you’ll enjoy blogging.  If you can’t sit still and like talking, maybe video?  Choose the options that are a fit for you and that you can keep up the momentum.
• Take the work you’re already doing and make it more social - re-purpose stories that you already have and give more people access to them.
• Where are your customers already at?  If you’re not sure, ask them.
• Don’t forget to cultivate your own virtual real estate – a space that you own!

Tech tip:  Check out CinchCash for easy mini-podcast recording.

Keeping Your Focus:

• Tips from the world of yoga:  Do what you can do, and leave the rest behind.
• Tip from Theodore Roosevelt:  Do what you can, with what you have, where you are.

The Combination of Digital and Real-World Networking:

• You can connect across timezones – you never know where your customers are.
• Network with people who can help you build a better business – other locals in your regions or other entrepreneurs and business owners.
• It’s social – and fun – so why not connect in every way you can?

Summary Point:  You don’t need permission to get started.  If you’re waiting for permission, then consider it granted – from us!

Learn More about Tourism Currents

Tourism currents is a hands-on learning curriculum to learn the concepts and learn how others in tourism are putting social media tools to good use.  The examples are all tourism examples, small tourism businesses and there are several options available for you to choose the set of courses best for you.

If you’d like to learn more about Tourism Currents, be sure to visit their website by clicking on the logo below:

You can also connect with Sheila or Becky direct:

• Sheila: @SheilaS on Twitter, or on Sheila’s Guide to the Good Stuff
• Becky: @BeckyMcCray, or on Small Biz Survival

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It’s time for this month’s episode of TOP Radio, our monthly travel and technology podcast. Featuring guest Lucy Whittington of Inspired Business Marketing, a published author and hotel marketing expert.

Today, we talk about quite a few topics: how to inspire your business, how to build a better website, and how to inspire your marketing.  It’s a fun call and definitely some great food for thought for any small business owner.

We also mention Lucy’s book, the Hotel Success Handbook. It’s a must for any small B&B or hoteliers out there! Here’s handy links to grab a copy from Amazon (.com or .co.uk), though be sure to listen to her tips on the call first.

Listen  Now

The call it just under an hour.  You can listen with the widget below:

Want to listen on your iPhone, iPod, or any other MP3 player?  No problem – download the MP3 here (right click and choose Save As).

Main Discussion Points

Misc Intro Discussion

• Lucy mentioned how important it is to have a website that you can update – how can it be a vital marketing tool if you’re beholden to an agency to make updates or changes.
• Andy discussed his recent reminder (as mentioned in the April newsletter) that tourism providers need to travel!  They need to see the trends, see what others are doing, and experience the products and services they are selling.
• Remember who your target market is: sometimes you’ll need to market in a way that you don’t like, but it’s not about what you like it’s about what your target market likes.  That’s easy to forget if you aren’t in your target market, so keep reminding yourself.  A good feedback programme helps with this.
• Be sure that you understand the technology that you’re using – even if you’re paying someone else to do the work, you need to understand what they’re doing.  Very few things are actually as mystical and complicated as they seem!  While you don’t  need to know the dirty details of the technology, you need to know what the technology is going to do for your business and you will be using it to provide what customers are interested in.
• Analytics are a powerful tool for gauging what people are interesting in and what is useful: live marketing research.  Not clear on how to use analytics?  No problem – TOP juts released a guide to Google Analytics. Checking your stats couldn’t be more stress free.

How can businesses bring “no-nonsense” to their business marketing?

• Inspired marketing ties directly in with remarkable is the new tourism: the people with the best products and services have the easiest time to product inspired business marketing!
• Business marketing is about your business and about bringing in customers, not about the brochures.  The key question is what is your customers, where are they, and how are you going to get access to them?
• Things change – you change, markets change.  It’s easy to get caught up in the latest and greatest thing, but always be asking: why am I doing this?
• Shiny object syndrome:  don’t throw away things that work in exchange for new fancy things.  It’s fine to experiment (and we’d encourage it), but if your target market likes your nice brochures, keep making them!
• Careful to avoid the fact that if your business is fun and you enjoy it, remember it’s a business: it is far too easy to waste time and money in marketing.
• Always step into the mind of the customer: are you marketing in the places where they actually will be looking for you?  If you don’t know, you either need to a) ask them, or b) try more than one thing and measure.

How can businesses build “websites that work”?

• Websites are SUCH an important marketing channel!!  It must be organised so that people can understand who you are and what you offer…in seconds.
• Websites are an unobtrusive way to learn about you and an easy way for people to compare you with your competitors.  It is almost “business suicide” not to have a good one.
• Everyone has a question when they come to your website:  are you answering it?  Any question you ever get asked should be answered on your website.  Very few websites go into enough detail.
• Do  not think in terms of number of pages.  Think in terms of everything that makes your business unique.  This is not a brochure so there isn’t a space constraint.
• Don’t have throw-away statements that everybody can use.  Instead of saying “Great for Families,” show the customer what your amenities are: pictures of the playground, lists of DVDs and toys, qualifications of your babysitters, how you can heat up your babymeals, are there kids bikes?  Not many people do that, so if you do, you’ll stand out.
• Be sure a person can tell what you are within 3-5 seconds.  People like to identify if they’re in the right place.
• You can’t demonstrate what you do by just saying something, but build the full picture: photos, video, customer testimonials, etc.
• Be clear who your target market is – be something for somebody.  Generic doesn’t cut it!
• Photos photos photos!  Be sure to label them: it’s good for search engine optimization, and customers don’t know what they are if you don’t tell them. People will read them.
• We’re programmed to assume the worst if you leave something out, so tell us everything – be honest.  The downsides aren’t always as negative as you might think.
• Don’t make the two common mistakes in communications in your marketing and websites:
  • Assuming that you someone understood you properly
  • Assuming that everyone is like you
• People like doing business with people, so be personable and be memorable – how are you unique?  If it is a small business, a lot of it is about you: why are you unique?  A lot of small business owners carry around their reasons “why” but don’t get them out there for their customers to see!

Lucy’s Hotel Success Handbook:

• The book is designed for anyone with a hotel/boutique/B&B/campsite who need some fresh insights on revisiting all the important aspects of business.  If you’re not getting the guests that you want, when you want them, this book is for you.
• Covers both offline and online information and is a reminder that while you might have the most fantastic accommodation in the world, if people don’t know about it you’ll be enjoying it on your own!
• Have a plan, do one thing at a time, measure, and react.  The harsh reality is that on the business side of things some things aren’t that exciting but they must get done!

Entrepreneurship – It’s Hard:

• You’ve done the hard part and launched your tourism business – now you just need to make it work better.  And that’s the fun bit!
• Don’t jump on the social media bandwagon unless you remember that it is social: no overwhelming sales push.  But it’s a great way to get your personality out there.
• Don’t compete on price!  People want what you do and what you offer, so work hard because they’re out there.  People don’t just turn up.  (And by price, we don’t mean value.  Value for money is different than cheap.)

Final Thoughts:  How to Juggle All the Pieces:

• Work out and prioritise what things are fun and what things pay the bills.  Fun projects are fun, but you can’t spend all day on them.
• It’s easy to get distracted on the things you don’t like.  Either give them to someone else or buckle down and get them done.
• Say no when it’s appropriate!

Thanks for joining us, Lucy! Lucy’s contact details:

• Lucy’s main sites: LucyWhittington.com, InspiredBusinessMarketing.com
• Hotel Success Handbook: HotelSuccessHandbook.com
• Twitter: @lucywhittington

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It’s time for this month’s episode of TOP Radio, our monthly travel and technology podcast.  This month we’re talking with Alex Bainbridge from TourCMS about a question that seems to come up over and over again:  does your travel website need online reservations?

Listen Now

You can listen to call now by using the widget available below; the call is just under an hour.

If you’d like to download the call as an MP3 to listen on your iPhone or iPod later, you can get the MP3 here (be sure to right click and choose Save As in your browser as it’s a fairly large file).

Notes from the Call

Here are a few key takeaways from today’s session.  Note that this is not a transcript and has been heavily edited for brevity, so be sure to listen to the call so you don’t miss anything.

Introductory Comment

• The concepts and suggestions in today’s call are generics.  That means they are suggestions, ideas, and examples of how things have or haven’t worked for other people.  But your business is special, so you can’t take any of this advice for face value.  You should consider the content and align it to your own business goals.
• Things to know before even considering this topic for your business:
  • Online Reservations are not a panacea for poor conversions.  In fact they might make them worse.
  • Online Reservations are not a “set it and forget it” technology.
  • You cannot put in online reservations and then remove all other ways for the customer to access you. You must have a way for people get in touch with you.  What if the booking tool is broken?

What ‘Online Reservations’ Is and What It Isn’t

• A booking system is not a replace for removing other ways to take bookings.
• A booking system is not a way to remove all contact with the customer.  You need to make sure that the booking engine you use still has a human in the booking process.
• The booking engine is there to make your business more efficient, not to make your business more automated.
• Depending on the tool and how you’re using analytics, you can glean useful information about where a customer has come from and how they found you.
• Don’t worry too much about booking engines.  If you have a terrible booking engine, but still have a high quality product, then customers will just book with you via phone or email.  (Note how this is very different than major hotel websites, for example, where there are other websites where a customer can book.).
• You don’t have to have a “booking engine” — a transaction or contact for a specific product on a specific day or specific time.  You can just have a “quote request system” or “inquiry system” where the customer is just making contact to express an interest in your product or service.
• Payment processing:  there are multiple options, from taking payment up front to holding the credit card details and then charging the customer only when agreeing to a contract.
• Remove complexity but remember: consider the customer.
• Suggestion is to start with an off the shelf system, as you aren’t having to rebuild the wheel.

Reasons Why Online Availability is Bad (or, Things To Keep In Mind)

• We’re not saying online reservations are bad, just remember a few key things.
• Online booking tools add a cost of doing business; it’s normally not expensive but it is something to remember, depending on what tool a choose.
• A tool changes the adds steps or changes steps or removes steps – remember the customer and make sure you know what you need to be doing.
• If you have a very small booking pool (e.g. very small hotel, or a solo walking tour leader), a booking “wall” might prevent customers from getting to you who others you might be able to satisfy with alternative options that you can’t easily display in your booking tool.  So be mindful of this if you’re very small but nimble.
• If you offer a seasonal offering, make sure that customers know when you’re available.  Don’t let them get all the way into your booking tool to realise you are only open in the summer!
• You need to make sure that the reservation tool is the ‘master’ source of availability information.
• Remember the information required to market a product (what is it, why do you want it) is not the same as what is needed to sell (exact details, timings, rates, etc).  Ask yourself:  what is your website for, marketing or sales or both?
• With a booking tool there is a tendency to act like a “factory” – don’t remove all human interaction!  Keep it positive, simple and understandable.
• Consider your customers arriving to your tool in three states:
  • the busy, harried buyer who just needs to know right now who you are and what you offer
  • the information lover, who wants to know all the details and will linger over everythign
  • and of course, the person who already knows they’re buying with you and are just coming to make the final arrangements
• If you’re sort of a “commodity tour” provider where you just process high volume products with a similar setup every day, then you probably want  a very robust tool.

What is the Value of Having a Suitable Booking Tool or Online Reservations

• For people who have a high volume of bookings, especially when you get lots of bookings that you can’t even service, a tool does provide a way to filter these out.
• A tool can provide a way to remove friction from the process; when they’ve made a decision they’re ready to book, they can!
• You want to aim for 50%+ of bookings taken online; keeps your staff focussed on more value-added activities.  Software can help you double or triple bookings without massive increases in staff.

How To Choose?

• Always start off small, near the simple end of functionality (e.g. ‘enquiry form’).  Get in and get trading.
• Phases of implementation:
  • Just using the tool to manage bookings once you’ve received them
  • Integrate a tool into your contact form or enquiry form so a customer record is created when they get in touch
  • Taking online bookings but only “quote requests”
  • Lastly, fully functional system with transaction requests taken online
• If you sell a lot of different types of tours, you probably need a more complex support tool.  If you just have one or two options, you don’t need all the bells and whistles.
• It’s not usually about turnover, nor about staff – it’s mostly about the number of bookings where you fall in the complexity scale.
• Buy a system that permits you to continue to work with your agents and partners and suppliers, and make sure your system allows you to just make quotes.
• Again, it all comes back to your customer:  who are they and what are their needs?  Be sure your online presence meets that.

Parting thought:  If you build it, they won’t come.  Regardless of whether you do or don’t take online reservations, if you don’t have enough sales, it isn’t because of our website, it’s because of your marketing.

Thanks to Alex for joining us!  Learn more about Alex by visiting the TourCMS website or their free online forum, Small Fish Big Ocean.

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We’re very excited to present the first edition of TOP Radio, our new podcast series.  Every month we’ll feature guests and discussions on relevant industry topics and technology news.  We thought it would be fitting to start off the first radio podcast of the year talking about The State of Tourism: an hour of frank discussion about the big picture on travel and technology.

Why is it called TOP Radio?

Well, the reason we call it a radio show is to illustrate the fact that while the delivery means and mechanisms have changed entirely, the principles are the same, just like in many forms of social networking.  Sure, it isn’t available to listen in live – yet! – but at the end of the day, it kind of is just like a radio programme.  So, listen in and enjoy!

Today’s TOP Radio Guests

Joining your host Andy Hayes from Travel Online Partners we have two guest who are well versed in the latest and greatest of tourism technology:

• Ian Cleary from RazorCoast
• Rene Looper from Tuminds

Be sure to follow these guys on Twitter, just click their name and you’ll get their Twitter profiles.

Listen Now

Use the widget below to play this podcast live in your broswer window.

Or, Download the MP3 here (right click and choose ‘Save As’ – it’s a large file!).

Discussion Topics

Below is a summary of the conversation.  This is not a transcript as it has been heavily edited for brevity, so be sure to listen in for all the details!

Themes for 2010

Andy:

• The themes from World Travel Market (November 2009) continue to ring true: mobile, Google dominance, Twitter, and economic recovery.
• Andy also mentioned the trendwatching report which he summarises as: Opportunities aplenty in 2010 for those obsessed with satisfying consumer needs in new ways.
• It’s an investment, not an expense.
• Small business actually has an advantage on social media against brands.  People who have passion and amazing products win in this ‘perfect storm’ of inexpensive social networks and finely tuned search capability.

Ian:

• Social media will become of increasing importance to small businesses in tourism 2010 to realise cost efficiencies and benefits.
• Mobile is of huge importance, such as Google’s android phone.  Far more uptake of location-based services.
• Twitter getting more on target, more used to recommend services, and expects the spam problem to be reduced.  Ian’s advice:  you need to get on Twitter and be interesting, be a personality.
• Suggests that Foursquare, a location-based application, will continue to see huge growth.
• Tips:  Make sure to test your website in a mobile browser, make sure your site is listed in Google Local Search.
• Social media has reached the point where small businesses cannot ignore this technology.  If you need the help, get it – but you need to start building something now as it takes time to build a community.
• It used to be about who had the bigger advertising budgets won the game.  Now it is about who has the best personality as well as great products and services.
• Social media is not only marketing.  Why not doing hiring people?  Market research and customer feedback? Networking.

Rene:

• Huge growth area in mobile.  Everyone is becoming more reliant on mobile for recommendations, suggestions and information.  A great example of this is augmented reality.
• Foursquare also a major force.  Rene shared an example of localised marketing.
• Social media is such a powerful platform for small business to connect with customers in ways that just weren’t possible before.  Businesses are recognising this and are starting to take advantage.
• This technology levels the playing field, giving small players the chance to complete for presence alongside bigger brands.  There are proven success stories – it works!

Economic Recovery

Boring but important!

• Andy: UK has just barely squeezed out of recession.  US has conflicting news reports.
• Rene:  recession was a good thing for the tourism industry.  The downward cycle has forced businesses, particularly in Scotland, to refocus on their customer’s needs and improve their products and services.
• Ian:  Lots of growth in Ireland, almost too much, so it is the people that are innovating and keeping competitive will be successful.  Recommendations are very important.

Good hospitality in tourism is not about fancy linens or a fancy website.  Hospitality is about people.  And social media

Choose your networks and nail them – it isn’t about being everywhere, it’s about being somewhere.  Be the one that everybody is talking about.  You don’t need to always be promotion – be funny or interesting or whatever, but be yourself.

Tourism & Social Media News

• Interesting that Ryanair  has finally decided to be listed in a flights website (Kayak, specifically)
• Google still rolling out new features – Caffeine, the new algorithm which will be faster, is coming out soon.
• The Apple iPad:  unclear yet how beneficial and useful will be, but everyone wants one!  Ian’s idea is to have the iPads as part of a table in your cafe or restaurant so tourists can check out recommendations, bus schedules, etc.
• Google has launched real-time search for both Twitter and Facebook.  A recommendation (or complaint) for your establishment could appear at the top of a Google search.

Remarkable is the New Tourism

• It isn’t about being on Twitter or Facebook.  It’s not about being a selling machine.  It’s about having great products and services – it’s about people!
• Social media enables people to see more dimensions about a business – something vitally important for people who expect quality in tourism.  It helps ensure a consumer that a product is good. Who wants to have a bad  holiday?!
• You can’t ignore social media. Do you always ignore the external changes to your business?
• You don’t have to use all these tools.  Use what you find works best.
• How can you promote yourself as different – what would you tell people that is interesting and exciting about you?

We’d like to give a special thank you to our guests Ian and Rene for today’s TOP Radio!

To Learn More

Be sure you’re subscribed to our newsletter so you can catch the next episode of TOP Radio.  Meanwhile, don’t miss out our resource library where you’ll find more guides and tools to help you succeed with many of the topics featured in today’s radio show.

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