SECTION TWO
T H E H U M A N TO U C H
by Bob Holzhei
PHOTO COURTESY OF BOB HOLZHEI
For many years’ heads in beds became the measuring
tool for the success of convention & visitors bureaus.
The entire focus was on bringing guests in from the
outside community and in the process, fell short of
recognizing the potential in the local market. Coaxing
local folks to explore their backyard is an emerging
trend for 2017 and a way to increase revenue and
business according to a free daily Skift report.
The human touch will be a key element where
CVB’s take a closer look at guest profiles, interests,
preferences, and a renewed focus on fitness. Know the
customer; each step from initial interest to booking to
signing in is a step to build loyalty. Each interaction
builds a lasting relationship with your brand.
Each year new trends emerge but remain a flash in the
pan and disappear, while other trends grow. What
makes the difference? Exceeding guest’s experiences
and expectations builds loyalty. Many businesses are
providing rewards and perks to entice return customers.
However, where the rewards and perks fall short is
failing to provide clarity on what is provided.
One example is a hotel chain offering a stay 4 nights
and get one free offer. That’s great if you return to that
chain. I went to another brand in a different city, only
to discover the points I had earned were only available
at the prior location. I was informed that they could
honor a fraction of the points. If the guest is left in the
dark, they are unlikely to return.
A trend that has become popular, but may become a
flash in the pan is excessive e-mails marketing sent out
daily and sometimes more often than that. Recently
I cancelled a monthly delivery from a food vendor
because of excessive daily e-mails. I don’t have time for
that!
Some companies like Traditions Media are providing
information that is interesting, compelling, and coaxes
me into staying awhile. I’ve tried to analyze what
Traditions does that make the company unique. First
of all, a press release arrives with a variety of different
stories to select from. With a click of the mouse, the
entire story pops up including a different angle and
excellent photos.
Recently Josh Lantz wrote a story for Traditions Media
titled, “Why I Hunt?” The story didn’t coax me into
staying awhile; it was timely, direct and sincerely
written.
Perhaps there are new skills that can be acquired by
taking a “closer look!” It just might be the human
element that emerges.
HORIZONS | 21