Boosting regional appeal: The benefits of partnering with local tourism organisations
Op-Ed: How collaborating closely with RMOs and DMOs can yield significant benefits for regional moteliers and small operators
Regional Tourism Organisations (RTOs) or Destination Marketing Organisations (DMOs) and tourism representatives from Shire Councils play pivotal roles in promoting their respective regions. Engaging in local campaigns and collaborating closely with these organisations can yield significant mutual benefits for all stakeholders involved.
As an accommodation operator who is already multitasking everyday, partnering and working with local organisations who are focused on marketing the area has the potential to boost revenue and occupancy.
At the same time, removing some of the marketing pressure from operators while supporting the growth of the business with other opportunities.
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Here is a list of benefits in connecting with and working with local tourism and marketing organisations representatives:
One stop shop for Dream. Plan. Do sequence
As local visitor information centres become less populated, the move to online regional information becomes more of a necessity for businesses in regional areas. The Dream, Plan and Do sequence of planning for travel remains strong and this is where regional tourism websites come into their own.
It can be suggested that potential guests seeing the property on a regional website will match the property with things to do and see in the area. Visitors can see what they can do and where to eat and where to stay all within a few clicks. This can also aid in their decision on how long to stay in the area.
One night can easily turn into three or a planned return visit when they see all that is available and the quality of the products to enjoy and places to explore.
Larger marketing budgets and expertise
Compared to a small business, RTAs and councils have the ability to campaign on more platforms and more often. Not many small businesses have the money to market on television, however RTOs and DMOs can have the budget to market on this medium.
The campaigns can be larger in scale and have a much broader reach.
For small businesses marketing can be one of the biggest challenges and expenses. As small business/property owners or managers you already need to be ‘a jack or jill of all trades’. Working with the RTO or DMO or local councils can play an important part of the property’s marketing strategy
Additional tools and resources
Connecting with local marketing organisations and council representatives is not just about marketing.
Many of the local organisations provide tools, resources and training options for businesses to grow and develop their operations. Participating in local campaigns or being a member of an organisation can provide access to professional marketing materials as well as training days for staff.
Networking opportunities and partnerships
Following on from these opportunities, businesses can then create their own campaigns and packages with fellow local businesses. Cross marketing each other’s products and providing options for guests to stay a little longer in the area and spend more.
This will once again benefit everyone and show the outside community that businesses are working together for the advantage of visitors to their area.
Bringing events and festivals to the region
Local councils and tourism organisations are key stakeholders in bringing events and festivals to the area which will in turn bring people and supporters to the region and they all need a place to stay.
From this there can be the opportunity for sponsorship and additional exposure.
The benefits of working with local and regional marketing organisations and Shire Councils are priceless. These organisations are operating in the best interest of all local small businesses and with everyone’s support can have a significant impact.
Emily Stephens, Founder and Managing Director of The Accommodation Project, has been working in accommodation operations for over 20 years. Starting as a receptionist, she has worked her way through the ranks in different types of accommodation both overseas and in Australia to now operate an apartment hotel with her husband in a beautiful coastal town in Victoria. Combining her passion for the industry and wanting to help and support fellow operators, The Accommodation Project was created. Building on the confidence and proficiency of newcomers so that all properties find their place in an ever changing and exciting sector.