Using Earned Media To Attract Travelers
Some of the most trustworthy and reliable recommendations a resort or destination can receive are those of the free press, the unbiased reviews from guests or the opinions of established bloggers. These are the earned media outlets – you don’t control them, but if you deliver an authentic, honest brand experience, you’ll earn their attention and support.
According to a recent issue of the online newsletter, The Wanderlust Report, travel and tourism marketers are rethinking outdated media strategies to leverage owned and earned media to engage consumers and generate a higher return on their investment than traditional mass media channels. Mark D. Shipley, President and Chief Strategic Officer at Wanderlust offered these examples of earned media for destinations.
Travel Destination Reviewers
“Give your visitors the opportunity to share their experiences through your website, blog or social networks like TripAdvisor, Yelp, AroundMe and others,” Shipley suggests. “Can you control what they say? No. Will you like everything they say? No. But if you make an effort to provide good service and deliver on your promise of value, you’ll earn respect and attract some more customers. Remember to take action when something is wrong, and respond promptly and with professional courtesy to complaints. Even dissatisfied customers can become repeat visitors if they feel respected and valued.”
Travel Bloggers
“Just what are they saying about your resort in the blogosphere? You are listening, aren’t you?” he said. “Another medium you can’t control, but if you play your cards right, could be very beneficial to your business. Pay attention to the comments. Acknowledge your critics and correct your mistakes. Thank your fans. And join the conversation. You can learn a lot, and maybe show potential customers that you value their opinions.”
News Release Distribution and Press Coverage
“The media can be your best friend or worst nightmare, depending on how you manage your relationship. Becoming an expert source, a contributor or an involved member of the community will usually improve your reputation and earn some positive exposure for your destination,” Shipley concludes.
Read more of Rethinking Outdated Travel Media Strategies in the Wanderlust Report, Volume 2, Number 4.
About Wanderlust
Wanderlust provides marketing and branding expertise to destinations, resorts and tourism attractions. We uncover what drives people to choose where they go and build integrated marketing programs to attract them — using the internet, social networks, direct marketing and mass media
Contact: Mark Shipley
Phone: 518-272-2500
Email: [email protected]
