ATTA Releases 2010 Tune In Webinar Schedule
February 24, 2010
Based on feedback from ATTA members, current industry trends and development needs, the ATTA presents the following calendar of ATTA Tune In Webinars exclusively for ATTA members (except where noted for sustainable tourism matters, in which case, the Webinars are open and free to the entire industry). ATTA’s Webinar series emphasizes the following categories:
- Trends & Research
- Marketing
- Technology/Internet
- Sustainable Tourism
ATTA Members Tune In Webinars are online professional business development programs. Featuring subject matter experts addressing vital industry topics to educate and professionalize the industry, Webinars are free for ATTA Members; in some cases select ATTA-sponsored Webinars are made available to all tourism professionals for free via the ATTA in-house email database of approximately 25,000.
Interested in the ATTA’s Webinars but not a Member yet? Learn more and sign up today: click here.
Want the ATTA to consider a topic not presently featured in the 2010 Webinar schedule below? Suggest a Webinar Expert & Topic.
MARK YOUR CALENDARS!
2010 ATTA Tune In Webinar Schedule
The following schedule is subject to content and date/time changes. The ATTA makes every attempt to deliver programs as published. Alerts are sent out regularly to ATTA Members about newly introduced Webinars, date/time changes, etc.
March
Tuesday, March 9th – 10AM Pacific
Adventure Travel Research Briefing: 2009 Research Roundup, 2009/2010 Market Size & Q1 2010 Industry Snapshot – Tour Operators
Thursday, March 25 – 10AM Pacific
2010 Adventure Travel World Summit preview
April
Thursday, April 8 – 10AM Pacific
Beyond the Web – High Impact Customer Relationship Building
Thursday, April 15 – 10AM Pacific
New Rules & Strategies for Coping with Shrinking Booking Windows
May
Thursday, May 13 – 10AM Pacific
Setting the Stage: Understanding your Online Marketing Needs
Thursday, May 20 – 10AM Pacific
Development Strategy for Emerging Destinations: People, Planet, Profit
June
Thursday, June 3 – 10AM Pacific
Developing the Plan: Online Marketing Strategy
Thursday, June 17 – 10AM Pacific
New Product Development: Innovation, Differentiation, Specialization
July
Thursday, July 15, 10AM Pacific
Ramping Up: Search Engine Marketing & Optimization
Thursday, July 22 – 10AM Pacific
Effective Ecolodge Identification, Selection & Operation
August
Thursday, Aug. 5 – 10AM Pacific
Activating the Online Marketing Plan: Social Media Optimization
Thursday, Aug. 19 – 10AM Pacific
Tackling the Distribution Puzzle – Challenges & Opportunities
September
Thursday, September 9 – 10AM Pacific
Review & Adapt: Online Marketing Analytics
October through December, To Be Announced
ATTA Webinar: Developing and Marketing New Adventure Destinations, Spotlight: MEXICO
January 15, 2010
Special Guests: Christina Heyniger and Antonio del Rosal
Tuesday, January 26th @ 10:00 AM PST / 18:00 UTC
This Webinar for tour operators, adventure media and government policy makers will explore emerging adventure destinations in Veracruz, Oaxaca and Chiapas and the ways in which Mexico is approaching product development and marketing. ATTA and Xola team members just completed an intensive study session in these three states and will present findings and opportunities.
For tour operators interested in learning about new itineraries, the webinar will present new trips that link under-explored resources as well as identify potential partners in rural, scientific, conservation, and university communities for innovative trip offerings. Rafting, kayaking, trekking, birdwatching, mountain biking and horseback riding are some of the activities offered in combination with unusual cultural offerings and top-notch gastronomy.
Beginning in 2010 Mexico will take a strong cross-sectoral approach to developing and marketing new areas in these states and people working in tourism planning and development may learn from the process and challenges of development with the complex range of stakeholders active in Mexico.
Register to receive Webinar access instructions: click here.
Members Tune In Webinar: Guerrilla Approaches to Marketing in 2009/2010: Doing More with Less
June 3, 2009
Wednesday, June 17th at 10:00 AM PDT / 17:00 UTC
Annie Ellicott (read biography)
2009 is revolutionizing the way we do business. We are witnessing a new economic paradigm and consumer behavioral shifts which will impact adventure travel beyond the current negative sales cycle.
Times like these call for extreme clarity about:
The assumptions we make about our clients motivations, mindset and 2009 / 2010 definitions of “value”- Prioritization of customer segments and customer relationship management
- New platforms for product merchandising and client interaction
- Competitive positioning in the new world of deals and discounting
- ROI from strategic investment in marketing initiatives across media vehicles
Learn about practical approaches to:
- Research how your prospects are changing their search, planning and booking behaviors
- Repackage and reposition your products to meet a new consumer mindset
- Craft promotional offers which resonate with consumers current add value while protecting your margins
- Creatively incent and expand distribution channels to drive increased inquiries and sales
- Partner with other destination players to leverage your marketing investments
- Deepen your client relationships to drive long-term value for your business
- Leverage your resources (staff, time and $$) more effectively
This ATTA Members Tune In Webinar is for ATTA Members. To learn register for this Webinar, please login to The HUB and click the registration button. Not an ATTA Member yet? Join today.
In This Economy, Industry Vets Concur: “Don’t worry about the wind; adjust the sails.”
February 19, 2009
There are no two ways around it: It’s time to, “Adjust the Sails”. So says adventure travel professionals possessing decades of experience who have weathered the worst tempests to date who’ve recently borrowed from that now infamous Ted Turner quote.
It’s been said that the two most important drivers of adventure travel business is the geopolitical scenario and the economy. And, one of the drivers is suffering.
Before a combined total of more than 125 adventure travel industry peers, eight adventure travel industry veterans speaking on two “Weathering the Economic Storm” panels during recent ATTA Regional Meetings in San Francisco (Dec. 5, 2008), Seattle (January 28, 2009) and in Los Angeles (February 13, 2009) agree that this economic downturn is the most challenging the adventure travel industry has experienced. They also agreed in principle that the recession is expected to be prolonged, representing more of a “U” than a “V” shape. Another suggested that a “W” is a more likely scenario, whereby it’ll be an up-and-down ride for the foreseeable future.
In light of our industry’s shared concerns, top-level executives representing Backroads, REI Adventures, Geographic Expeditions, Wilderness Travel, Wildland Adventures, EverGreen Escapes, Travcoa and Classic Journeys stepped forward to share their current experiences, steps they’ve taken to brace for a sustained recession and their prognostications for the next year or two of business.
It’s not all bad news they say. Some companies are still reporting double-digit growth, fueled in part by travelers seeking custom trips and increases in domestic and closer-to-home travel. One company shared, “We’d already done 25% of our 2009 bookings by end of summer 2008, but we anticipate that by this next fall, that situation will be eroded.” The reality is that most companies are feeling the pinch in some fashion.
Most companies would agreed that it’s high time to revisit the fundamentals, ensure sustainability and prepare to come out ahead of the competition. Each of the companies contributing to this industry dialogue were confident of their survival, but noted it would come with serious focus on the bottom line, a serious reassessment of everything, smart cash management, and extra investment in marketing and strategic planning.
In fact, one pragmatic vet encouraged the industry to view this economic downturn as a gift of sorts suggesting that other leaders consider viewing this period as a time to adjust on some key areas that will positively affect the bottom line for years to come. Others from within the aforementioned stable of brands, also dug in and shared tips for ensuring their companies would come out stable, stronger and more smartly positioned once the rebound eventually arrives.
Immediately, experts suggest, consider the following exercises, some strategic, some tactical, to fortify your organization:
To access the remainder of this article featuring dozens of specific prescriptions to weather the economic storm:
ATTA Members – visit your ATTA Members Only Website (If necessary, email info@adventuretravel.biz for your login information)
Not an ATTA Member? Click here to consider joining and playing an active role in the global adventure travel community:
ATTA Members Tune In Webinar: Your Brand Story: Forging Enduring Bonds with Clients
February 11, 2009
Wednesday, February 18, 2009 10:00 AM – 11:00 AM PST (18:00 UTC)
Take a deep, candid look deep inside yourself, your company and our society. Chances are you’ll agree we are faced with a massive and collective crisis of identity and meaning. This crisis has tremendous implications and opportunities for the travel industry. Now more than ever, active & adventure travelers seek deeper emotional connections. They crave meaningful and life-changing experiences that nourish their soul and—in a virtuous circle—give back to both the communities in which they live and the countries they visit.
As a travel provider or destination management organization, it is imperative that you understand how your customers perceive your company, your brand, not just in terms of trends and opinions, but through the powerful lens of timeless myths and archetypes. Understanding your brand story within the context of these ageless stories is critical in communicating deeply and authentically to the public.
Join Edward Wachtman (read bios), Co-founder and Principal of StoryTellings™ Consulting, and Mark Campbell, owner of Solaia Consulting as they introduce you to the StoryTellings™ research process and how it is the first step in designing integrated branding, marketing and messaging that will help you to forge enduring bonds between travelers and your organization. They will provide examples of how this process has served a variety of companies (including non-profit organizations).
ATTA Members’ attendance in this Tune In Webinar is free. Please click here to register.
ATTA Members Only Tune-In Webinars ~ Feb. 11th and Feb. 18th
February 10, 2009
Leaning into the Economy – Opportunities and Strategies to Survive & Thrive
Wednesday, Feb 11 – 10:00 AM – 11:00 AM PST (18:00 UTC)
The ATTA has recently led two Regional Meetings, one in San Francisco (Dec. 5, 2008) and in Seattle (Jan. 28, 2009) which featured expert panels moderated by ATTA President Shannon Stowell. These sessions included the leaders of Backroads, Geographic Expeditions and Wilderness Expeditions from December, and in January, leaders from Wildland Adventures, Evergreen Escapes and REI Adventures. These executives shared their veteran perspectives, insights and prescriptions for how they intend to address 2009 and how they’re tackling this year, while positioning to come out even stronger in 2010.
Shannon will lead this Webinar and share the distilled powerful insights and strategies collected from these panelists. Webinar registrants will be encouraged to contribute through the Webinar text forum to ask questions, share case studies and opine on the current environment. Lean in and learn how you can deal with, survive and thrive within the current market – and, come prepared to contribute to this solution-oriented industry dialogue.
ATTA Members Only Register here
Not an ATTA Member? Learn more
***
Your Brand Story: Forging Enduring Bonds with Clients
Wednesday, Feb 18 – 10:00 AM – 11:00 AM PST (18:00 UTC)
Take a deep, candid look deep inside yourself, your company and our society. Chances are you’ll agree we are faced with a massive and collective crisis of identity and meaning. This crisis has tremendous implications and opportunities for the travel industry. Now more than ever, active & adventure travelers seek deeper emotional connections. They crave meaningful and life-changing experiences that nourish their soul and—in a virtuous circle—give back to both the communities in which they live and the countries they visit.
As a travel provider or destination management organization, it is imperative that you understand how your customers perceive your company, your brand, not just in terms of trends and opinions, but through the powerful lens of timeless myths and archetypes. Understanding your brand story within the context of these ageless stories is critical in communicating deeply and authentically to the public.
Join Edward Wachtman, Co-founder and Principal of StoryTellings™ Consulting, and Mark Campbell, owner of Solaia Consulting as they introduce you to the StoryTellings™ research process and how it is the first step in designing integrated branding, marketing and messaging that will help you to forge enduring bonds between travelers and your organization. They will provide examples of how this process has served a variety of companies (including non-profit organizations).
Recently, Sheree Johnson (the co-founder of StoryTellings™) and Edward Watchman published the cover article in the January-February ‘09 edition of the AMA publication Marketing Management: The Persuasive Power of Story. Access the PDF of this article online at storytellings.com.
ATTA Members Only Register here
Not an ATTA Member? Learn more
Travel Marketing Strategies for Today’s Economy
January 14, 2009
On Thursday, January 22nd, Brand Launcher marketing expert Rafael Mael (see bio) will share surprising case studies with practical takeaway action steps and innovative, real-world strategies during the first ATTA Members Tune In Webinar of 2009. During this 60-minute Webinar ATTA Members will learn:
• Common marketing mistakes most travel business make
• How to leverage your promotional budget through targeted offers
• The art of crafting a successful offer in a down market
• The single most powerful word to use in marketing – not ‘free’ or ‘you’
• How to use premiums, freemiums, and unusual mailers to boost response rates
• “Next stepping” – how to implement successful relationship marketing
In preparation for this Webinar, the ATTA encourages you to read the following article written by the Webinar’s presenter.
If you would like to take part in this Webinar, a free opportunity for ATTA Members, please send an email to memberbenefits@adventuretravel.biz.
How to Keep Your Head Above Water in a Recession
by Rafael Mael, Marketing Strategist, Brand Launcher
“Travel is a huge part of who I am, but… not this year.” As the global economic situation has spiraled downward, consumer spending has dried up faster than a puddle in the Sahara. It’s a scary time to be selling “discretionary” services like adventure travel. But if you think you’ll just tighten your belt, slash costs, and ride out this recession – think again.
The fundamentals of business apply now more than ever. Without marketing, your sales will wither. And without sales, your travel business is finished. Slashing marketing expenditures in tough times could be a costly – and potentially fatal – move.
Focused Firepower
Instead of cutting your promotional spending, focus your marketing firepower where it matters most: on your current customers. Studies by the research firm TARP have shown that it costs as much as twenty times as much to acquire a new customer than it does to keep an old one. So brush off your customer list and start marketing like you mean it.
Here are four cost-effective marketing ideas to implement now:
- Co-market with other businesses. Reach out to other small business owners in your community who target the same demographic, but don’t compete with you. Combine your lists and market together – you can both profit from the energy of a joint venture.
- Be persistent. A study by SMEI showed that 81% of sales are made after the fifth contact. That means that you need to choose your target and hit it again and again. Instead of a single mass campaign to a “cold” list, send a multi-step series to the same list. Keep building trust and awareness, and when they are ready to take that trip, you’ll get the sale.
- Build online content. Your website must have real value; an “online brochure” is not enough. Provide travel news and links to resources they’ll want to use. Forget about the impersonal, pompous “our level of service is unmatched…” fluff. Create a connection by putting your picture on your website, talking about why you got into the adventure travel business, and making it easy to contact you. Start blogging. Add video. Be creative!
- Say thank you. Your clients know that there are other adventure tour operators out there. So let them know that you appreciate their loyalty. Mail a fun gift when they sign on for a trip. Send a personal thank-you card upon their return. Remember, it’s all about the relationship.
A Lesson From the Stock Market
It’s tempting for tour operators to cut marketing in difficult economic times. But it’s worth learning a lesson from the stock market and the world of behavioral economics. Many investors jump in when the market is flying high and pull out when the market drops. But frenzied buying in a stock bubble and frantic selling in a crash guarantees that you buy high and sell low—not exactly a smart growth strategy. Smart investors invest where they see real value—and pull in serious returns when things turn back up again.
What’s true in the stock market is true for adventure travel. Travelers who have done business with you in the past are your meal ticket for the future. There is real value in those connections, and you can’t afford not to invest in them. The time to build those relationships is now.
The Silver Lining
Here’s the good news: adventure travelers are fanatically devoted to the adventure life. Trekking, surfing, or kayaking is who they are, and their plans are never canceled – only postponed. The question is, when they decide to make the next move, who will they think of first? If you market fearlessly, you’ll be positioned right where you want to be – at the top-of-the-mind for your customers.
ATTA Members Only Tune In Webinar: 2008 Research Roundup
December 18, 2008
70 ATTA Members on Tuesday took part in the ATTA Members Tune In Webinar, which highlighted new adventure travel industry research.
The Webinar, which featured guest presenters Christina Heyniger and Henrietta de Veer from Xola Consulting, top-lined key facts and figures from the 2008 Research Roundup, released in August 2008. During this 60-minute educational session, Xola presenters put forth their research-based opinion on the current economic crisis, how it applies to the adventure travel industry, and offered suggestions to tour operators to mitigate their losses during this current recession. The Roundup’s main sections were covered including highlights from the report’s main sections:
- Destination Rankings
- Traveler Trends
- Tourism Supply Chain Trends including developments in technology
- Top Adventure Company News
- Travel Media
ATTA Members Only Tune In Webinars are a free opportunity for current ATTA Members. Members that were unable to attend yesterday’s Webinar may find a recorded version on the Members Only Website by December 21st.
ATTA Webinar Polling Results Concerning Carbon Offsets Reveals Snapshot of Industry Viewpoints
June 4, 2008
Marking the end of its educational ATTA Members Tune In Webinar spring series for the spring, the ATTA-hosted May 15th Carbon Offset program with Brian Mullis and Richard Edwards drew nearly 50 participants.
The spring series covered topics including web marketing, employee coaching and web trends for the travel industry. Recordings of all Webinars are available on the members website, with the exception of Carbon Offsets, which is now available on the home page of AdventureTravelNews.com.
Polling results from last week’s Carbon Offsets webinar (drawn from approximately 50 participants, primarily tour operators from around the world) are as follows.
What is the biggest obstacle for you in implementing a Carbon Offset program?
- Haven’t had time to investigate thoroughly: 57%
- Lack of Credibility: 20%
- Other: 23%
Do carbon offsets and your green/sustainable program contribute to a positive ROI for your company?
- The jury is still out 63%
- We’ll never be able to track it 13%
- Yes 25%
Coming into this Webinar do you feel you have a clear idea of what carbon offsets are and how the voluntary offset market works?
- Yes 20%
- No 29%
- Pretty Clear 31%
- Some idea but I’m missing a few key detail 20%
Do you think it’s best to offer a voluntary opt-in program or include Carbon Offsets in your pricing?
- Include in pricing 32%
- Voluntary opt-in 40%
- Voluntary opt-out 28%
Do you currently have a Carbon Offset program in place?
- No 84%
- Yes 16%
Do you think your clients would be willing to pay more for a trip if Carbon Offsets were included in your pricing?
- Maybe 59%
- No 7%
- Yes 33%
Is the carbon offset market a positive part of the solution to climate change or a negative distraction?
- Positive part of the solution 39%
- It can be positive if better regulated 47%
- Negative distraction and not a part of the solution 14%
COMPLETED! May 15th Tune In Webinar: Guidance: The Role of Carbon Offsets in Adventure Travel
March 26, 2008
ATTA’s Tune In Webinars are typically reserved for ATTA Members - *In the case of Carbon Offsets, the ATTA is making this special Webinar available to all adventure travel industry professionals. Click here to register.
COMPLETED – Recorded Webinar to be posted the week of May 19th Thursday, May 15th, 2008 from 10:00am to 11:30am PDT Due to the global importance of this topic, this Webinar (a 90-minute session) will be OPEN TO ALL adventure travel industry professionals. Brian Mullis (see bio.) and Richard Edwards (see bio.) will help industry professionals better understand the value of the potential of the voluntary offset market into the future. Participants will learn how to choose an offset provider that meets target businesses goals. Participants also gain the information and insights needed to make a decision on whether carbon offsets are right for their adventure travel company.
- History and Background of the Voluntary Carbon market
- Are carbon offsets part of the solution?
- Carbon offsets as part of your Sustainable Travel strategy
- Benefits of carbon offsetting to your business
- Addressing the issues of credibility, transparency, and your investment
- Philanthropic and humanitarian benefits
ATTA Members: To access more information about this and other Tune In Webinars, login at the Members Only site.
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