Michael Mallory, executive director of the newly re-launched International Travel and Tourism Marketing Association, works to educate hospitality organizations on how to compete in a rapidly changing marketplace. Since the Internet and Google searches have become the way people research travel, dental tourism and hospitality companies have had trouble getting the word out. The old methods of print advertising aren’t working as well, and radio and television are out of the price range of many smaller companies. According to Mallory, “The importance of a modern social media and authority marketing strategy cannot be underestimated.”
It costs a lot to constantly be advertising in traditional media. The problem is that people skip ads and commercials with new technology, so the word doesn’t even get out. Mallory says, “Tourism companies have to embrace a combination of social media, content marketing, publicity, and reputation management if they want to succeed in today’s marketplace.”
The ITTMA teaches hospitality organizations how to use the tools available on the Internet to attract the right guests for their business. Some people will visit your blog. Others will watch videos on YouTube or look at photos on Pinterest or Instagram. More will read reviews on TripAdvisor or Yelp. “It’s all about interacting with your guests and potential guests.” Mallory adds. “You can also let users post some of their own content, which acts as testimonials for your company.”
In the book, Raving Fans, Sheldon Bowles and Ken Blanchard write, “Your customers are only satisfied because their expectations are so low and because no one else is doing better. Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create Raving Fans.” Blanchard says, “I once heard profit is the applause you get for taking care of customers and your people.” The ITTMA offers training designed to stop businesses from competing like everyone else and teach them to dominate social media, manage their online presence and ask for and use reviews. All these pieces work together to teach hospitality businesses how they can compete in a crowded marketplace.
For more information about Michael Mallory and the International Travel and Tourism Marketing Association please visit: http://ITTMA.com/.