Hotel property management services should consider taking advantage of the new Brand USA program to align hotel and resort marketing promotions to attract more international travelers. This is the first move in a long time by the folks in Washington to promote travel and destinations in America and there is an opportunity here for everyone in the lodging and travel industry. Battered by years of international negative publicity due in part to the “War on Terrorism” and the creation of restrictions for visitors trying to come into the USA, the new travel program is aimed to take advantage of past Discover America efforts. In essence, the selling of America as a brand! Here are three reasons and the corresponding excerpts of why we think this will be beneficial for sales departments and hotel property management services firms: “The Corporation for Travel Promotion this week is unveiling its logo and a global branding strategy for international tourism marketing that will focus on the diversity and potential of the U.S. as a land of “awesome possibilities.” “As for the marketing campaign, Evans said, “This year, our goal is to spend probably around $125 million net on marketing efforts, and beyond that our goal is $200 million, of which about $180 million will be pure marketing.” “Funding for Brand USA comes from industry contributions, which the federal government is matching on a 2-to-1 basis during its first fiscal year (which began Oct. 1) and a 1-to-1 basis thereafter. Up to 80% of the industry contribution can be “in-kind” donations of goods and services.” Still not convinced? In another report it says, “The Travel Market will Surpass 2006 Levels by the End of 2011, Recovering Ground Lost During Recession” if you need to get the hotel asset management department on board. More here to factor these travel statistics into your marketing plan for hotel visitors. Have you heard of Brand USA? If so, is the hotel property management services company formulating its marketing plans for next year to include some tie in? And, to what extent will its promotions targeting international travelers help… Please share your thoughts with our readers.
