Packaging of services and opportunities can be an effective and cost efficient way for businesses, and communities, to increase tourism visits and the spending of tourist dollars. By combining interesting and complimentary types of services, tourism businesses can benefit from the "synergy" created by offering tourist packages.

This tool is intended to promote the efforts of tourism-oriented businesses and tourism development agencies. Tourism can be a significant element of a community's economic development plan - creating jobs and bringing outside dollars to the area.

A Definition of "Packaging"

• Grouping a set of experiences in order to motivate the customer to make a decision to visit.
• A package should be convenient AND compelling for the customer, providing a reason and/or incentive for visiting.

Why Bother Packaging?

• To create reasons to visit during non-peak periods -- mid-week and shoulder seasons.
• To gain the customer's attention in a competitive marketplace
• To position your product
• To close the sale or motivate the customer in a sea of information

Difficulties with Packaging

• Time required to collaborate with package partners, develop packages, and establish procedures
• Lack of awareness about complimentary area businesses, consumer interests, and the packaging process
• Bigger businesses don't need the smaller ones -- this is an incorrect premise.
• Smaller businesses don't have the resources and can't afford to share the wealth -- a self fulfilling formula for slow or no growth.

Types of Packages

• Suggested Itineraries/Tours - a networked coalition of experiences. These can be thematic or geographic in nature and are helpful for the customer in making decisions about what they are going to do.
• Special Offers - experiences tied to specific events, holidays, and dates
• "Bookable" Packages - one call, one price, often one payment. The ultimate in customer motivation and convenience.

Is the work and expense of packaging really worth it?

That question can only be answered by assessing the items when you have empty rooms and seats and openings for more customers and thinking about why people aren't coming.

Packages are a great way to:

• Bring in customers for non-traditional travel times
• Reach new markets with more compelling and more convenient products.
• Bring back prior customers, or develop multi-trip customers.
• Fill in shoulder season business.

Developing Packages

• Concept - vision the total experience for the customer.
• Collaboration/Networking - face to face meeting with other businesses that fit the vision. Be open to their input and additional ideas. Don't work with those who are unwilling to work/share or who don't fit the experience.
• Logistics - ingredients, costs/budget, timing, cross-promoting agreement, set up a point of contact, develop promotional information.
• Booking Procedures - make it easy on the customer

Marketing the Packages

• Written presentation of package or itinerary - flyer, card/insert, brochure
• Use area chamber or tourism websites - special section for packages and offers.
• Business web site, plus those of package partners.
• Media advertising placements
• Direct mailings - to existing customer base and e-mail list.
• Newsletters and communication
• Articles - it's not the package that will be covered, but something unique and interesting that is part of it.
• Information distribution
• On-site to all walk in's (all participants)
• Area lodging properties - on site and as part of their direct mail activities.

Commitment

• Packaging success will be realized over a 2-3 year period. Commit to that time frame.
• If aiming package strategies at the slow times, remember that you will be doing more work for less results initially.
• Track results - adjust package and itinerary contents when needed.

Once you have made the decision to market via packages, here are some important considerations to keep in mind:

1. Start working now - don't put this work off
2. Treat package buying customers like royalty
3. Give the customer what they need to enjoy your property and our area
4. Base packages on a theme an/or experience that will induce a visit - be creative!
5. Close geography is not the only concern of the visitor - reach out to include package partners that fulfill the experience you want to sell. Don't be parochial.
6. Don't work with package partners who are luke-warm regarding participation or selfish. The package will need synergy and commitment.
7. Lodging properties make the best point of contact. Large attractions work well also. You will need a lead "package booker" and someone who will handle the money and arrangements.
8. Get involved for a three-year minimum; make a commitment to this.
9. Develop a booking procedure with all businesses involved in the package. You need an open line of communications and appropriate paperwork, coupons, or vouchers.
10. Test your package partners relative to booking. Are they ready for the customer and will they treat him/her the way you expect.
11. The package must be real. A package promoted on paper is not enough - once again, everyone involved must be ready, including staff and management.
12. Publicize your "starting at" rate to induce the customer contact. Then, have your rates completely worked out. Be ready for singles, doubles, triples and quads. Also be ready to offer optional amenities such as tickets to a performance.
13. Be tolerant with each other regarding cancellations and occasional record-keeping errors.
14. Include non-priced amenities in your packages (ie. Coupons/discounts, shopping suggestions, freebie's, complimentary beverage, bait and tackle, club cleaning). Don't forget to call attention to these amenities. They are part of the sell.
15. Don't be exclusive with package rates. Let others sell you if they are willing.

Finally, don't wait to be included in a package. Call area accommodations, suggest ideas, build a network group.

Andrew Nixon is Executive Director of the Chautauqua County Visitors Bureau. He can be contacted at:
716-357-4569, email: info@tourchautauqua.com

For more information, contact:

Diane Kuehn
Instructor/Coastal Tourism Specialist
NY Seagrant
Phone: 315-470-6561

Andrew Nixon is Executive Director of the Chautauqua County Visitors Bureau. He can be contacted at:
716-357-4569, email: info@tourchautauqua.com

For more information, contact:

Diane Kuehn
Instructor/Coastal Tourism Specialist
NY Seagrant
Phone: 315-470-6561