1. business and industrial
2. advertising and marketing
3. marketing

MARKETING
GUIDELINES
for Rural Tourism Businesses
Skills for Economic Growth
Prepare your Business
Product Concept
Forward 2.1.1.
by the
Director General
the
Ministry
of is,Tourism,
Trade,
Yourof
concept
describes
what your business
what it offers customers
and what makes it special
or different from similar businesses? It is important to know what your concept is because it is
the Commerce
thing you will be promoting.
Your concept
is a statement combining
information about your
and
Ni-Vanuatu
Business
location, style, features and other relevant information. It is also important to make sure your
1
name and concept are related to each other.
Introduction: How to use this Guide
2.1
On behalf of the Ministry of Tourism, Trade, Commerce and Ni-Vanuatu Business it gives me
2.1.2. Business
Name Guidelines as a further sign of the Government’s
great pleasure to present
these Marketing
commitment and ongoing support to the Tourism industry in rural Vanuatu. Tourism is a
rapidly growing economic sector in our provinces across the country. Rural tourism initiatives
provideanaeffective
unique opportunity
for all you
members
of ouryour
communities
to aengage
in income
To having
marketing strategy
must ensure
business has
strong ‘catchy’
generation,
revitalisation
of
custom,
and
cross-cultural
communication.
name which represents your concept. Your name needs to stand out while also explaining
what the business is. It is a good idea to check with the Department of Tourism (DoT) Product
These
guidelines
have
been created
tourismtobusiness
owners
to take charge of
Classifi
cations
attached
to ensure
you use to
theempower
correct wording
describe
your business.
their own product development through individual and area-specific marketing strategies.
resource
YourThis
name
should:contains both vital information on basic marketing principles and step-by-step
instructions
for operators
toeasy
implement
a successful marketing plan.
• Be easy to pronounce
and
to remember
Make reference to the location, custom or tradition
I believe
thatfamily
the distribution
and
thorough
use of these
guidelines
will ensure the continued growth
Try
to avoid
names that
means
something
only for
you
and
prosperity
of
the
Tourism
industry
in
rural
Vanuatu.
I
wish
to
acknowledge
the Department of
Make reference to the classification: is it a bungalow, guesthouse, tour or activity?
Tourism,
the
Vanuatu
Tourism
Offi
ce
and
other
key
stakeholders
that
have
participated
in the
Be unique
broad consultative process to develop these guidelines in a spirit of partnership and collaboration.
I also thank the Australian Government funded TVET Sector Strengthening Program for facilitating
the production of this document.
I commend this resource to our rural tourism businesses and the
wider community as an important mechanism to build economic
growth within the sector. I encourage you all to use these
guidelines and continue to work together to ensure the success
and further development of Tourism in Vanuatu.
TIP
While the majority of our visitors to
Vanuatu come from Australia and
New Zealand, it is now accurate to
say that the majority of international
visitors to the outer islands are from
Europe and New Caledonian.
However, there are other markets
besides international visitors who visit
the outer islands.
|
Marokon Alilee
Director
Generall
Di
t G
Ministry of Tourism, Trade, Commerce & Ni-Vanuatu Business
Marketing Guidelines for Rural Tourism Businesses
Turism hem i bisnis blong yumi evriwan.
3
•
•
•
•
CONTENTS
1
2
3
4
Introduction: How to use this guide
7
1.1.
1.2.
1.3.
1.4.
1.5.
1.6.
8
8
9
9
10
10
What is marketing and why do you need it?
How this guide will help you
Using the Evaluation Checklist
Who are your target markets?
Who are our different Visitor Markets?
What are the expectations and needs of different target markets?
Prepare to Market
13
2.1.
Prepare your Business
2.1.1.
Product Concept
2.1.2.
Business Name
2.1.3.
Signs & Logos
14
14
15
16
2.2.
Prepare your Marketing Materials
2.2.1.
Contact Details
2.2.2.
Business Descriptions
2.2.3.
Features and Facilities Descriptions
2.2.4.
Key Selling Points
2.2.5.
Photos
2.2.6.
Pricing: Public Price (rack rate)
2.2.7.
Price Lists
17
17
17
18
18
20
21
22
2.3.
Prepare your Communication Tools
2.3.1.
Basic Communication Tools
2.3.2.
Intermediate Communication Tools
2.3.3.
Advanced Communication Tools
23
23
24
25
How to Promote for the Domestic Market
27
3.1.
Local Visitors
3.1.1.
What tools do you need?
3.1.2.
How to approach the local market?
28
28
28
3.2.
Vanuatu Holiday Visitors
3.2.1.
What tools do you need?
3.2.2.
How to approach this market?
29
29
29
3.3.
Vanuatu Business Visitors
3.3.1.
What tools do you need?
3.3.2.
How to approach this market?
32
32
32
How to Promote for the International Market
4.1.
Air Arrival Visitors
4.1.1.
What tools do you need?
35
36
36
5
6
4.2.
How to approach Air Arrivals Directly
4.2.1.
Work together
4.2.2.
Be part of a Package
4.2.3.
Creating Events
4.2.4.
Using Local Press (Public Relations)
4.2.5.
Using Tourism Newsletters on the web
4.2.6.
Your own website and Facebook page
4.2.7.
Third party web sites:
4.2.8.
Generating contacts with Travel Guides
4.2.9.
Use the VTO representative overseas
37
37
37
37
38
38
38
39
40
40
4.3.
How to approach Air Arrival Visitors Indirectly (Distribution)
4.3.1.
Provincial Call Centre Distribution
4.3.2.
Local Travel Agents, Inbound Operators
4.3.3.
International Wholesalers
4.3.4.
Online Travel Agents (OTA)
4.3.5.
People to People Online Booking Systems
41
41
41
41
42
42
4.4.
Cruise Ship Passengers
4.4.1.
What tools do you need?
4.4.2.
How to approach this market?
43
43
43
4.5.
Yachties
4.5.1.
4.5.2.
44
44
44
What tools do you need?
How to approach this market?
‘How To’ Guide
47
5.1.
How to Create an Email Address
48
5.2.
How to Create a Facebook Business Page
49
5.3.
How to Register with Trip Advisor
50
5.4.
How to Take Bookings Professionally
51
5.5.
How to Deal with International Wholesalers
52
5.6.
How to Build and Maintain a Website
5.6.1.
Register your Domain Name
5.6.2.
Paying for your Domain Name
5.6.3.
Hosting your Website
5.6.4.
Fill your Website Content
53
53
53
54
54
5.7.
How to use the Hotel Link Solutions’ E-Marketing Package
55
Let’s Get Busy
57
6.1.
Your Business Marketing Assessment
58
6.2.
Your Business Marketing Evaluation Checklist
6.2.1.
Prepare your Business
6.2.2.
Prepare Marketing Materials
6.2.3.
Prepare Communication Tools
6.2.4.
Promote for Domestic Markets
59
59
59
59
60
6.2.5.
61
Promote for International Markets
6.3.
DoT Product Classifications
63
6.4.
Marketing Contact Directory
67
1
Introduction
How to use
this Guide
Introduction: How to use this Guide
1
1.1.
What is marketing and why do you need it?
Marketing is how you communicate, directly or indirectly, with your potential customers. It
is identifying the wants and needs of a target market of consumers, and then satisfying those
needs in order to make your business more successful. This process includes how you present your
product, how you price it and then how you advertise it to potential customers. Marketing is also
how and where you promote and distribute your information in order to access these different
markets. If you do not circulate your information correctly it is hard to attract more customers and
grow your business. Remember that different businesses will have different priorities to market to
their clients. Not everyone is the same. Good marketing ensures that your information is being
seen by the right kind of customers in the right way. In the tourism industry, this first means finding
out who your potential guests are and then making sure you are able to meet their expectations.
By promoting your business as having the things your target market wants, you are more likely to
entice new customers.
1.2.
How this guide will help you
This guide is a resource book to help you
evaluate your current stage of marketing
and to then assist you to further develop your
marketing approach with easy steps to follow.
This is a living document which can help you
at all stages of your marketing development.
It contains easy stages to follow, a directory
of contacts as well as an evaluation checklist.
It does not need to be read cover to cover
before you start working on marketing but
will be useful to you at different stages of your
journey.
TIP
Remember that no two businesses are
the same therefore no two marketing
plans are the same. Your marketing
strategy depends on your business type,
location, size, and level of development.
You do not have to follow the same steps
as your neighbour.
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Marketing Guidelines for Rural Tourism Businesses
Throughout this guide you will see three signs:
These logos represent the three major types of tourism business in Vanuatu Accommodation, Restaurants and Tours & Activities. These signs will let you know
when a section is specifically relevant to your business. These logos will be labled
by colours according to their level of difficulty: Basic, Intermediate and Advanced.
These labels refer to how technical, time consuming and costly each activity is.
These will help you in your journey as your business develops. Make sure that you
don’t skip any steps. It is important to master the basics before you move on to
intermediate and advanced marketing activities.
Promote to
Domestic Market
Local
Visitors
1.3.
Vanuatu
Holiday
Visitors
Vanuatu
Business
Visitors
Promote to
International Market
Air
Arrivals
Cruise
Ships
Yachties
Introduction: How to use this Guide
Prepare Communication Material
1
Prepare Business
Using the Evaluation Checklist
At the end of this guide we provide an evaluation checklist to help you design your marketing
action plan and identify your key priorities. There is also a directory of contacts to assist you
when communicating with various government offices, private businesses and other important
stakeholders. As your business develops you can refer back to this guide to help you identify the
next steps to take.
Who are your target markets?
TIP
Marketing Guidelines for Rural Tourism Businesses
When marketing your business do not
forget about those markets close to
you like local visitors and domestic
travellers. Sometimes these groups
are more likely to visit you in a higher
volume than international tourists.
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In Vanuatu there are lots of different markets
(types of visitors) we can tailor our tourism
businesses towards. When looking at potential
markets we need to look at where the customers
are coming from and what their expectations
are. When marketing your business it is best to
start off with those markets closest to you and
then as your business expands you can aim for
markets further away.
9
1.4.
Who are our different Visitor Markets?
Domestic Market - These potential customers come from within Vanuatu.
Local Visitors: These are your neighbours and friends.
People who come from the same village, island or province are your closest group
of potential customers.
Vanuatu Holiday Visitors: These are customers that live in Vanuatu. They include visitors
from other provinces and from Luganville and Port Vila. Often domestic holiday visitors
are expatriates living in Vanuatu who want to see more of the country.
1
Introduction: How to use this Guide
1.5.
Vanuatu Business Visitors: These are customers who are travelling for work. They can
be government and private sector employees, church leaders and aid workers. These
visitors are often travelling on a specific per-day allowance called a ‘per diem’.
International Market - These customers come from outside of Vanuatu.
Air Arrivals: These visitors come from other countries to travel in Vanuatu for a period
of days or weeks. Usually they have pre-booked their accommodations, flights and
tours before arriving. Many of these visitors come from countries close to Vanuatu such
as Australia, New Zealand and New Caledonia. However, many visitors to the outer
islands are now coming all the way from Europe and North America, and many are
francophones.
Cruise Ship Passengers: These visitors are traveling through Vanuatu on a cruise ship and
only have one day in each port of call. They do not require accommodation however
they are the biggest market for handicrafts, day tours, sightseeing and other activities.
Yachties: These visitors are travelling through Vanuatu on their own smaller boats. They
are often at sea for a long time and require supplies such as fresh food and water. They
are very interesting in seeing the ‘real’ Vanuatu. On average, they each stay 30 days in
Vanuatu and spend most of this time in the outer islands.
TIP
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Marketing Guidelines for Rural Tourism Businesses
You don’t need to always aim for the international market if your product better suits
other groups. For example, a restaurant in Lakatoro would do better to promote to locals
and business visitors than to exclusively target international tourists.
1.6.
What are the expectations and
needs of different target markets?
All of our customers expect a clean, safe and enjoyable stay. However, there are some
expectations and needs which vary between target markets. Knowing what your customers’
expectations are helps you to be more prepared. Here are some examples of general customer
expectations.
•
•
•
•
•
Clean bathrooms and modern toilet facilities
Clean beds and linen/sheets
Privacy and safety
Local fruits and vegetables
Fresh seafood and traditional methods of cooking it
•
•
•
•
Smiling, happy and engaging staff
Honesty
Cultural activities
Unique experiences
Cruise ship passengers do NOT want accommodation but they DO want photo
opportunities and souvenirs. They only have a few hours at each location and do not
want to be kept waiting.
Introduction: How to use this Guide
Here are some examples:
1
Understanding the expectations of your target market will help you to adjust your marketing style
to suit them. Remember, while all customers want to have a good experience there are certain
expectations which differ between the groups. Put yourself in the customer’s shoes and think
about what it is certain markets expect when they visit your business.
Business visitors do NOT want tours but they DO want internet access and power
to charge their computers and phones, and are expecting to be treated like tourists.
They also need receipts to be written up for their payments and they have less time.
Vanuatu Holiday Visitors are expecting to experience the outer islands in a deeper,
more authentic way than an international tourist and expect to be closer to their host.
These people have the most time, so they often want to talk and communicate with
hosts.
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Marketing Guidelines for Rural Tourism Businesses
International visitors do NOT want to see cement and iron roofs (copa) but they
DO want to see traditional building methods and displays of Vanuatu culture.
They need lots of explanations as they do not understand things that are considered
‘normal’ in Vanuatu culture – i.e. what is a tam tam? Why are pigs important to life?
2
Prepare to Market
Before you can start to market your business
you need to be very clear about what it is
you are selling. Preparation is essential as you
need to make sure you understand what your
business concept, name and identity are before
you can promote them to others. You must
understand and be able to describe what your
business is, what makes it different, interesting
and unique and above all - why should people
visit you? Take some time to ensure you have a
clear idea of what it is your business represents.
Prepare your Business
2.1.1. Product Concept
2
Prepare to Market
2.1
Your concept describes what your business is, what it offers customers and what makes it special
or different from similar businesses? It is important to know what your concept is because it is what
you will be promoting. Your concept is a statement combining information about your location,
style, features and other relevant information. It is also important to make sure your business name
and concept are related to each other.
Name
Target
Markets
Location
Tourism
CONCEPT
Product
Standard
& Price
Style
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Marketing Guidelines for Rural Tourism Businesses
Features
Some examples of concepts:
“Seafront bungalows offering good
quality accommodation and a modern
restaurant on a unique beachfront only
40 minutes from the international airport”
“An eco-tourism community project
offering unique access to the marine
conservation area, perfect for travellers
eager to be introduced to the natural
diversity of Vanuatu”
“A guesthouse in the centre of a
tradition village which offers guests an
insight into the old customs and ways of
life on our island”
TIP
Remember that being different
to your competitors is a good
thing! Anything good that sets you
apart from the rest is more likely to
attract potential customers. Think
about what makes your business
unique and special and ensure
you include it in your marketing.
For example: if you are the only
bungalow in your area on a white
sandy beach make sure you
promote that.
Marketing Guidelines for Rural Tourism Businesses
And remember: You must
register your name to the
Vanuatu Financial Service
Commission (VFSC) or other
people have the right to use
it! Cost is 10,000VT for the first
year and 5,000VT each year
after.
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Your name should:
• Be easy to pronounce and easy to remember (not too
long or too many words)
• Make reference to the location, custom or tradition
• Try to avoid family names that means something only
for you
• Make reference to the classification: is it a bungalow,
guesthouse, tour or activity?
• Be unique and stay the same (do not change it)
Be careful with the different
meanings of your name
in English and French and
avoid names that have
been used too many times
like “sunset”, “sunrise”,
“hibiscus”, “pacific”, and
“paradise”.
15
To have an effective marketing strategy you must
ensure your business has a strong ‘catchy’ name which
represents your concept. Your name needs to stand out
whilst also explaining what the business is. It is a good
idea to check with the Department of Tourism (DoT)
Product Classifications attached to ensure you use the
correct wording to describe your business.
Prepare to Market
TIPS
2
2.1.2. Business Name
Prepare to Market
2
2.1.3. Signs & Logos
You always need an entrance sign so that visitors know where your business is located. This sign
should be clear, easy to read and have your phone number on it (as many tourists will photograph
it so that way you communicate your phone number for more bookings). It is good to make these
as natural as possible using local materials of a similar design to your business.
To have a good marketing strategy it is also helpful to have a logo. A logo is like a signature. It is a
colour, symbol, sign or drawing that represents your business – even the way you write your name
can be a logo as long as you write it the same every time. It is used to help people identify your
property even without the name. Your logo should also appear on your entrance sign along with
your business name and contact details.
Examples of entrance signs:
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Marketing Guidelines for Rural Tourism Businesses
Examples of logos:
Once you have established your product concept, name and signage, it is time to start preparing
your marketing materials. Marketing materials contain information about your business that can
either be given directly to potential guests or to other businesses to circulate on your behalf. These
materials need to highlight the best parts about your business as well as relevant information
including:
2.2.1. Contact Details
•
•
•
•
•
•
Business name
Location
Telephone number
Email address (optional)
Website or Facebook address (optional)
PO BOX number (optional)
Prepare to Market
Prepare your Marketing Materials
2
2.2.
TIP
This information cannot be changed.
Once you have chosen a telephone
number, name for your business and
email address you must stick with
it so that visitors will know how to
contact you and make bookings. If
you change your phone number your
guests will not be able to reach you
and you will lose business.
2.2.2. Business Descriptions
ns
Create two separate descriptions of your business. First, a short, sharp 20-word description to ‘pull’
potential visitors in and then a longer 100-word description with more details about your business.
These descriptions can then be displayed on flyers, information sheets or internet websites to help
promote your business and be used every time you need to present your product.
Remember to include details such as:
Business name
Location
Business Type [guesthouse, bungalow, tour, dance group, trek, café]
General property description
Attractions nearby
Extra services offered
“Vanuatu Bungalows is located 6km away from Mt Yasur Volcano right on the quiet
secluded sand beach of Lowelkas Cove.”
Example 100 words:
Where Your Adventure Begins!
Vanuatu Bungalows is located 6km away from Mt Yasur Volcano right on the secluded
sand beach of Lowelkas Cove. Our local managers and their extended families from
surrounding villages will make you feel very welcome.
The bungalows are made in the traditional Melanesian style: the community gets
together, the men pulling and carrying the timber and bamboo, the women weaving
the grass matting and amidst a lot of laughing and singing a house is born out of many
hands’ work. We have our own restaurant, which offers you a taste of local produce and
is located nearby your bungalow.
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Where Your Adventure Begins!
Marketing Guidelines for Rural Tourism Businesses
Example: 20 words
17
•
•
•
•
•
•
Prepare to Market
2
2.2.3. Features and Facilities Descriptions
Create a short description of the features and facilities of your business including the exact
location (GPS coordinates). This description should include more specific detail about your
business including the type of facilities you offer and nearby activities. Be specific about your
product. Remember to include details such as:
Accommodation
• Size, material of your accommodation
• Type and number of beds/rooms
• Bathroom facilities
• Location/view
• Terrace or veranda
• Mosquito protection
• Water/power
• WiFi (internet) available
• Other activities available like kava nights, babysitting or kids club etc.
Restaurant
• Location of restaurant
• Opening hours/days
• Specialities served in restaurant
• Bar beverages offered
• Average price
• Free WiFi available
Tours or Activities:
• Types of transport available
• Itinerary of tours
• Length/duration of tours
• Map of location
• Level of difficulty and equipment needed
TIP
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Marketing Guidelines for Rural Tourism Businesses
To find your exact GPS coordinates go online to: www.google.vu/maps and click the
mouse on your location to find out your longitude and latitude coordinates [2 numbers in
the white box] these numbers can then be used by potential visitors and your distributors
to locate your business.
2.2.4. Key Selling Points
This is a list of some of the best reasons for customers to come and visit your business. This list can
be displayed at the airport, information office or used by distributors to create brochures and
other advertisements. The list should include the nicest aspects of your business and what makes
it special.
To make this list imagine if someone was to ask you: “Why should I come to your business?” Think
of 10 reasons why they should come and write them down.
Beautiful waterfall 5 minute walk away
Island cooking classes available
Flushing toilet/hot shower
Restaurant on Site
Located in a traditional village
Swimming, snorkelling, fishing available
Seafront bungalows
Recently built or new
Opportunity to see cannibal site remains
Cook your own island feast
See the traditional water music dances
Buy local handicrafts
Located on a white sand beach
French speaking guides
Take a spin in a local outrigger canoe
Learn how to make a traditional laplap
Go spear fishing with your host
Hot springs on your door step
See the volcano glow at night
from your room
Guided tours to the volcano available
from your bungalow
Vanuatu beef available
Sealed road all the way to town
In town and close to all local businesses
Walking distance to airport
Prepare to Market
Nakamal/Kava bar on site
2
All proceeds go back to the community
Marketing Guidelines for Rural Tourism Businesses
Fresh seafood available
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English speaking guides
19
Examples of Key Selling Points:
You do not need hundreds of photos for good marketing. As long as you have good quality
photos, you only need 6! These photos need to be of a clear standard and saved on a clean USB
stick. Photos must be of a good size - 2000x1500 pixel or 1.5-2 megabytes.
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Marketing Guidelines for Rural Tourism Businesses
2
Prepare to Market
2.2.5. Photos
Photo of the site (ground where your business is located)
Photo of the outside of your business
Photo of the restaurant or food provided
Photo of the inside of your business
Photo of the staff and guests during service
Nice ‘ambiance’ photo with guests
TIP
How to get good photos: visit your local call centre or DoT to see if they have any stock
photos of your business. You can also ask your visitors to share their photos with you on
your Facebook page or send via email once they return home.
Always use the same 6 best photos for all publications to help potential customers identify
your product and keep a consistent image for your business.
Prepare to Market
Ask the DoT officer in your area to help you establish your international public price (also called
rack rate). This price includes the amount needed to cover the commission fee from wholesalers
such as the local call centre or agents in Port Vila and overseas. Remember you must charge the
SAME amount as your agents for ALL international visitors.
2
2.2.6. Pricing: Public Price (rack rate)
Example:
Your International
Public Price
Your Local Price
or Corporate Price
You give this price to all international travellers
and everyone asking for a price in English
You give this price to
everyone asking in Bislama
5000 VT
3500 VT
Direct
booking
Indirect
booking via
call centre
Indirect
booking via
distributors
and call
centre
Direct
booking
Indirect
booking via
call centre
Distribution
fee
0 VT
500VT (10%)
1500VT (30%)
0 VT
350VT (10%)
Your
earnings
5000 VT
4500 VT
3500 VT
3500 VT
3150 VT
Your overseas visitors must always receive the same price regardless of which distribution system
they use to book your product. However, you can have a discounted ‘local’ price for domestic
visitors. The price varies according to your distribution and your target. While you need to establish
an official full fee paying price (public price or rack rate) it does not mean that you can’t offer
special promotions to locals who book direct!
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21
You can offer incentives on your prices to help attract customers and make you stand
out from other competitors. For example by advertising that your product includes
“free breakfast”, “includes a free gift” or “free coconut water on arrival” this will entice
potential customers. You can also offer promotions such as “stay three nights get the
fourth free” for accommodation, “bring a friend for free” on a tour or activity and
“children eat free” at a restaurant.
Marketing Guidelines for Rural Tourism Businesses
TIP
Prepare to Market
2
2.2.7. Price Lists
A price list helps potential visitors to understand the
expenses they will need to cover on their trip such as
transfer fees, food and kava. This list can be used in
your marketing materials and also be displayed inside
your restaurant, tour or accommodation. For business
visitors it may be useful to provide a price for longer
term accommodation or a package for food and
accommodation under the ‘allowance’ or ‘per diem’
rate.
In your price list it is important to include:
• Prices per person for your business (room/bungalow/
tour/custom dance etc.)
• What meals or extras are included in this rate,
and what is additional
• Price for return airport transfer
• Restaurant prices (lunch & dinner)
• Prices for additional activities/services
These prices cannot be changed once the guest
has booked as they will have an expectation of the
current price. If you decide to update your price list, all
communication material must also be changed.
TIP
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Marketing Guidelines for Rural Tourism Businesses
In the tourism industry, prices are valid from 01 April to 31 March the next year and are
reviewed once a year for the upcoming new season. Your price must be available to
guests and to your wholesalers 6 months BEFORE the new season. Discuss with your local
DoT Officers to make sure your prices match with the standard and service you provide.
Prepare your Communication Tools
2
2.3.1. Basic Communication Tools
Prepare to Market
2.3.
These are the minimum tools you need to successfully run a tourism business. It is important to note
that even if you have some of the tools listed in the intermediate and advanced sections you
MUST have the basic tools as well. Once you have these tools on hand you can work to promote
your business using your marketing materials prepared in the previous section.
Mobile Phone
To market your product effectively you need to be contactable 24 hours a day, 7 days a week.
This means it is VERY IMPORTANT to have a mobile phone with battery, credit and network signal at
all times. There is no point in preparing marketing materials if you do not have a way for potential
customers to contact you.
TIP
If you lose your mobile phone you MUST replace it as soon as possible and make sure you
have the SAME NUMBER as before. TVL and Digicel agents in Port Vila and Luganville can
replace your sim card so that the same number can be used at no extra cost.
Business cards
|
Check out the directory at the end of this guide for a list of businesses that can help you
design and print your business cards.
23
TIP
Marketing Guidelines for Rural Tourism Businesses
These are small cards which you can hand out
to interested people. They should contain all
relevant information including:
• Your name
• Your business name
• Logo
• Location
• Your telephone number
• Your email address/ website
• Your PO BOX number
Prepare to Market
2
2.3.2. Intermediate Communication Tools
After successfully mastering the basic communication tools (mobile phone and business cards)
you are ready to move on to the next tools in communication. Email and Flyers/Information
Sheets should be used in partnership with your mobile phone and business cards. Remember: Do
NOT forget the basics as you move forward.
Email
If you are able to access the internet at least once
every 48 hours (2 days) then you are ready to use an
email address to communicate with your potential
guests and your agents. Emails work the same way as
posting a letter - only it is low cost and sends instantly!
You do not need to pay for emails but you do need
to pay for the internet connection. Emailing is a great
way to distribute your marketing information, receive
bookings and enquiries and also follow up with guests
after they leave. There are many free email services
available that will allow you to create your own email
address but the most widely used and accepted is
Gmail.com. For more information check the ‘How to
Create an Email’ section in Section 5.
Flyers & Information Sheets
These are pieces of paper containing contact details
and descriptions about your business. While flyers are
small and designed to be given to potential customers
to take with them, information sheets are designed
to be stuck to walls or to display your information to
potential guests in strategic locations such as travel
agent information desks and airports. Flyers and
information sheets need to attract attention so make
sure they are bright and easy to read.
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Marketing Guidelines for Rural Tourism Businesses
Try to include information such as:
• Business name
• Phone number
• Location
• Accommodation/Tour style
• General property description
• Key selling points
• Attraction or Events
There are four professional printers [Classic Printers,
Colorite Graphics, I.P.V & Sun Productions] in Port Vila
which will print these materials. The price is mainly
related to the quality of the paper and the machine set
up, therefore the price per flyer drops drastically when
you buy more. This means if you order more you pay
less per item. You should also laminate your information
sheets (cover in plastic) to protect them from the rain
and dirt.
TIP
Make your email address
a short one such as
nameofyourbusiness@gmail.
com. Also remember to keep
your personal email SEPARATE
from your business emails
and keep your password
somewhere safe.
TIP
While flyers are useful for tour
operators and restaurants
they are not very useful for
accommodation businesses
looking for international
visitors. We recommend that
accommodation businesses
print, laminate and distribute
copies of their information
sheet only unless they have a
special deal or promotion for
locals or business/
corporate guests.
TIP
When designing your
brochures, the Vanuatu Tourism
Office (VTO) has a strong
brand “Discover What Matters”
linked to its own font and
sand drawing ‘badging’. You
can download all information
about Vanuatu branding from
the following link:
https://www.dropbox.
com/sh/kqcc2u6fa697gi0/
AADOrSiju0yDEsaLvelFUl0sa
or contact the VTO
Communications officer.
If you are using the basic and intermediate level communication tools successfully you are now
ready to move onto the more advanced forms of communication. Be careful do not forget about
the basic and intermediate communication tools. These additional tools will complement the
earlier ones, NOT replace them.
Prepare to Market
Advanced Communication Tools
2
2.3.3.
Your Own Website
If you have regular access to internet and can use your email professionally you may want to
consider buying a website for your business. This does not have to be complex. You can start with
a simple three page website containing all your marketing material. Having a website is a great
way to verify that you are a formal business. You can link the website address to your Facebook
page, email and to other businesses that choose to promote you. For more information about
obtaining a website follow the steps outlined in Section 5.
Facebook
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Marketing Guidelines for Rural Tourism Businesses
Facebook is becoming an increasingly popular way for businesses to share information and contact
details with a wide range of people. There are now over 800 million people using Facebook so it
is a good way to promote your business through your ‘friends’ and visitors. It is important to keep
your personal Facebook account separate from your business account. You can create a special
‘business’ page for your own business by following the steps outlined in Section 5.
3
How to Promote for the
Domestic Market
Local Visitors
When marketing your business for local customers it is important to remember that while most
customers probably know where your business is, not everyone will. Local customers will usually be
interested in your business as a venue for an event or for catering but remember that they also
make arrangements for visiting family, church groups, sporting events and may be interested in
arranging meals, accommodation or tours on behalf of someone else.
3.1.1.
What tools do you need?
3
How to Promote for the Domestic Market
3.1.
• Marketing materials from Section 1 (saved on a clean USB stick)
• Basic communication tools from Section 2.
3.1.2.
How to approach the local market?
It is very important not to underestimate the use of word of mouth when dealing with local
customers. When customers have a good time at your business they tell their friends about the
experience. If you provide a great clean, safe service and friendly staff people will share this
news by ‘word of mouth’. Try to get people talking about your business by giving your business
card to your happy customers when they leave. Also put your laminated information sheets on
noticeboards and hand out your flyers in town on market days. You can also use these techniques
below to attract local customers:
Door Knock
Take your business cards and go visit local government offices and big businesses. Sit down and
‘storian’ with these organisations; explain who you are and what your business is. Explain how their
organisation could use your business in the future for conferences, catering etc. Offer them the
chance to come and visit your business and maybe have lunch free of charge. It is very important
to build relationships with these influential people.
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Marketing Guidelines for Rural Tourism Businesses
TIP
It is important to know which offices to target when you door knock. For example while
schools may be interested in cultural tours, government officers will not. Think about
who your business relates to and how these people would use your services (weddings,
parties, conferences, transport etc). Talk to your Department of Tourism officers to help
you establish list of the correct businesses to visit.
Talk to the Transport
It is important to build strong relationships with the transportation industry. Talk about your business
with bus and taxi drivers, boat owners as well as shipping and Air Vanuatu agents. Give then some
of your business cards and flyers to hand out to their own customers and help spread the word.
You could even negotiate a deal to always use certain drivers for transfers if they promote your
business in return.
Get involved in the Community
Try to involve yourself and your business in local community activities by volunteering your venue
to host an event such as Independence Day or Children’s Day. You can even host regular events
yourself such a Sunday community picnic once a month. If members of the community have
positive experiences at your business they will share them with other people and hopefully come
back for more.
3.2.
How to Promote for the Domestic Market
Hold an official ‘launching’ or ‘opening’ event and invite key influential people such as local
church leaders, important members of government, chiefs and local business owners as special
guests. Invite members of the media and the whole community to share in a day of celebration,
while also exposing them to information about your services and local discounted prices. Create
a new event every time you offer a new service or new accommodation.
3
Launch your Product
Vanuatu Holiday Visitors
These are people who live in Vanuatu and want to see more of the outer islands. Often these people
are expatriates who bring their families from overseas to visit. There are over 6,000 expatriates living
in Port Vila alone and many of these people are only here for short periods of time. This means that
hundreds of new expatriates arrive every year. These expatriates often have family visiting from
their home nations who come to Vanuatu to have an ‘authentic’ cultural experience. Expatriates
have usually lived in Vanuatu for some months or years and understand a little about Vanuatu
culture but not everything. You should remember that these are people from a different place
and that they might not understand Bislama or certain customs from your island.
3.2.1.
Marketing materials from Section 1 (saved on a clean USB stick)
Basic communication tools from Section 2.
Intermediate communication tools from Section 2.
Advanced communication tools from Section 2 (optional)
Communicate with the Vanuatu Tourism Office (VTO) and Provincial Call Centers
(when available)
It is useful to start your marketing campaign for Vanuatu Holiday Visitors with the government
offices and departments that are designed to help promote the Vanuatu tourism industry. Sharing
your marketing material with organisations such as the DoT, your Provincial Call Centre and VTO will
ensure that it reaches potential customers via Vanuatu Tourism websites, magazines, newsletters
and shop fronts. You can also ask these organisations to ‘like’ you on Facebook to further promote
your business to their Facebook friends. Make sure that your flyers and/or information sheet is
available at the Sanma Information Centre (Luganville), Malampa Call Centre and Port Vila Tourist
Office.
Marketing Guidelines for Rural Tourism Businesses
How to approach this market?
|
3.2.2.
29
•
•
•
•
What tools do you need?
How to Promote for the Domestic Market
3
Become part of the TVL Business Directory
If you have not already done so, enter your
business contact details in the TVL Business
Directory so people in your area can find your
contact details quickly. Having your details in the
directory also shows that you are a professional
business.
TIP
It is FREE to add your contact details
to the white pages and only a small
fee of 4,000VT to add your details
to the yellow pages (business only
section)
Work together
Work together with other tourism businesses
in your area to promote your region. It is good
business practice to work with other tourism
businesses. By promoting your area and all its
attractions as a whole you are more likely to
attract visitors. Combining your marketing efforts
with your neighbours will mean you can split the
costs of laminated flyers and other marketing
materials. You can work together to combine
a package to your island or region and then
promote this package to larger tour operators in
Port Vila and Luganville. You can do this through
your local tourism association or by speaking with
your neighbours individually.
TIP
You should also recommend other
tourism businesses in your region
to your guests. Accommodation
businesses should work hard to
promote local tours, restaurants or
handicraft stores to guests. While
tour operators should do the same
in return for accommodation and
restaurants. Working as a team will
mean more business for everyone.
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Marketing Guidelines for Rural Tourism Businesses
Partner up!
Become part of a package by partnering
your business with airlines, tour operators and
local travel agents in Port Vila and Luganville.
Becoming part of package tours is an important
step to accessing Vanuatu-based Holiday
Visitors. Speak with all potential travel agents
such as Evergreen, Air Vanuatu Tours and the
independent airlines based in Port Vila: Unity
Airlines, Air Taxi, Air Safari and Belair. Provide them
with copies of your marketing materials (price list,
photos, descriptions and key selling points) and
ask to join a package tour to your island. These
companies can then sell your business as part of
a larger trip. If no package exists you can advise
them on creating one using your business and
other attractions close by.
TIP
Remember these companies will
charge a commission (% out of the
total price) and pay you at the end
of the month or quarter. This means
that tourists sent to you by these
companies will arrive with a ‘voucher’
only. However they will advertise
your business on your behalf and also
manage these bookings for you.
The Independent
This newspaper publishes a Vanuatu photo every week. You could try to be the ‘photo of the
week’; they also publish a one-page restaurant review so you can try to be ‘restaurant of the
week’.
How to Promote for the Domestic Market
Public Relations (PR) is more effective and cheaper than advertising. The local press is always
happy to publish information about your business for free IF you have an interesting story. You
can use the press only when something special happens, such as: upgrades, new activities or
tour, major events, new opening, celebrities visit, amazing new package or you have incredible
photos. You will need to send a press release to get published and you need to add very nice
photos along with it. Send your stories to:
3
Share your story using Local Press (Public Relations)
Vanuatu Infos
This newspaper is distributed free of charge, you may publish in French as the Editor is francophone.
What to do in Vanuatu (Daily Post)
This monthly edition is dedicated to tourism in Vanuatu; it is quite easy to be published in this if you
send your information through early enough.
Island life
This magazine is very popular amongst tourists and the expatriate population. They will publish
only exclusive information with high quality photos.
|
Participate in the annual Vanuatu Tourism Awards
Participating in these awards will help you to be recognised by the industry and get some visibility
in local communities. This award provides the top three finalises with media exposure and a
‘site visit’ by international judges. This is a wonderful opportunity to advertise your business for
almost nothing (entry is 5,000vt per business). If you are successful winning your category you can
advertise your business as the “Winner of the Vanuatu Tourism Awards- X Category” on all of your
marketing materials. Talk to the VTO about entering next year.
31
Get ‘liked’ on Facebook by the Santo and Port Vila communities
By asking your Vanuatu holiday visitors to ‘like’ your Facebook Page, this will share your information
with their friends on Facebook and help promote your business for free.
Marketing Guidelines for Rural Tourism Businesses
Island Spirit- Air Vanuatu Inflight magazine
This is a great way to promote tours as expatriates and tourists are reading this magazine while
flying to Vanuatu. You need to convince the editor that there is a nice story to do in regards to
your product.
Vanuatu Business Visitors
These are visitors who are travelling within Vanuatu for work. They can be travelling for a few days
or several weeks. Vanuatu Business Visitors include government officials such as representatives
from the Ministry of Health, the Ministry of Education and Training and the TVET Program as well as
officers from private businesses or non-government organisations such as TVL, Digicel, UNELCO,
JICA, Red Cross, Save the Children, VSA and World Vision.
3
How to Promote for the Domestic Market
3.3.
3.3.1.
•
•
•
•
What tools do you need?
Marketing materials from Section 1 (saved on a clean USB stick)
Basic communication tools from Section 2.
Intermediate communication tools from Section 2.
Advanced communication tools from Section 2 (optional)
3.3.2.
How to approach this market?
Word of Mouth/ Repeat Business Basic
Make sure you utilise word of mouth to get people talking about your property/restaurant. If
people enjoy their stay/food they are very likely to return (repeat business) and let their friends
know about your special prices. Ask your business visitors to ‘like’ you on Facebook and give them
your business card to share with their friends.
Promote with the Provincial Call Centres Basic
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Marketing Guidelines for Rural Tourism Businesses
Share your marketing material with the Provincial Call Centre as they are often contacted by
non-government organisations and private businesses to arrange work travel logistics for them.
Advertise Corporate Specials
Most business travellers are given a certain amount of money each day to cover accommodation
and food costs. This is called a per diem or allowance. The average per diem most travellers
receive is 5,000VT per day. If you can package your business to include accommodation and
food for less than 5,000VT per day you will increase the chance of these guests staying with you.
Most Vanuatu Business Travellers will eat only breakfast and dinner at their guesthouse as they are
working during lunch. It is also a good idea to offer a special corporate price for men who want
to drink kava in the evenings and will not be eating dinner (accommodation and breakfast only).
Once you have decided on a corporate special you must promote it in Port Vila and Luganville.
How to Promote for the Domestic Market
3
Often local staff are
responsible for booking
travel logistics for visitors so
it is important to speak with
local representatives of these
companies and organisations.
For example often the local
hospitals will make the bookings
for visiting doctors so it is
important to let them know
about your corporate prices.
Marketing Guidelines for Rural Tourism Businesses
TIP
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Once you have decided on a corporate special,
create a flyer, information sheet or email with details
about the special (what is included) as well as your
contact details, photos and location. Once you
have created these documents, visit large businesses,
government and non-government organisations in
Port Vila and Luganville to advertise your specials.
Alternatively, send an email out to these organisations
and businesses (to the secretary or relevant staff
member) every 2-3 months reminding them of your
specials and discounted offers.
33
Contact large businesses and organisations
4
How to Promote for the
International Market
How to Promote for the International Market
4
4.1.
Air Arrival Visitors
Over 100,000 international tourists come to Vanuatu via plane every year. These visitors usually
book their accommodation, travel and tours before leaving their home country on the internet or
using travel agents. In a 2014 survey, 90% of holiday travellers said they had started their search for
holidays online*. This means that when trying to promote your business to the international market,
it is very hard for you to reach them directly. It is more efficient to contact them via websites, travel
agents and other distributors.
Your goal is for potential travellers to find you when they are searching for your kind of product
on the internet. You cannot really influence travellers to choose Vanuatu as their destination but
you can strongly influence their choice of accommodation and tour while they organize their trip.
To cover this market it is essential to promote your business through multiple channels to ensure
maximum coverage.
How to Market for
Air Arrival Visitors
(Tours & Activities)
Direct marketing
Accommodation
Call Centre
Distributors
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Marketing Guidelines for Rural Tourism Businesses
How to Market for
Air Arrival Visitors
(Hospitality)
Direct marketing
Distribution
Call Centre
* The Traveler’s Road to Decision, Google and Ipsos MediCT July 2012.
4.1.1.
What tools do you need?
• Marketing materials from Section 1 (saved on a clean USB stick)
• ALL Basic and Intermediate communication tools PLUS at least one advanced communication
tool.
How to approach Air Arrival Visitors directly
The objective of this style of marketing is to get directly in contact with the potential travellers.
You want to generate as many requests and bookings as you can (direct bookings mean no
commission so you make more money). Direct bookings generated by your own efforts and
communication should be 30% to 50% of your total bookings. How to get people booking direct:
Work together
4
4.2.1.
How to Promote for the International Market
4.2.
As mentioned in Section 3 (marketing to Vanuatu Holiday Visitors) it is important to work together
with other tourism businesses in your area. As a collective group you will entice more visitors to
your area and also have more budget for printing flyers and information sheets or designing a
group website. You can also work together using word of mouth to ensure tourists visit as many
activities, restaurants, handicraft vendors as possible during their stay.
If you own a tour or an activity, your best sales network is all of the accommodation in your
province. Bungalow and hotel owners promote all the successful activities available to their
guests and should send you most of their tourists.
How to be promoted by bungalow owners:
• Make sure they know your tours well including duration, what is included etc.
• Make sure that they know your price and the exact transfer cost from their bungalow.
• Invite them to come free of charge anytime they like.
• Make sure that they have a one-page description of your tour in their guest activity book or
compendium.
• Provide laminated information sheets.
• Make sure that you automatically give them a 10% to 15% commission on every direct booking
they give you.
• Try to promote the accommodation that sends you a lot of tourists (two way business).
• Make sure that they mention your tour on their website.
4.2.3. Creating Events
One of the best ways to increase your product exposure and generate interest for your region is
to create local, unique events that will attract tourists and spread information about your product
by word of mouth. Examples of events include cultural festivals, canoe races, custom ceremonies
and religious holidays.
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Maskelyne Canoe Trip Package
37
Most international visitors are interested in spending 2 to 4
days in the islands filled with as many activities as possible.
This is why packages are appealing to them. It is important to
make sure your business is part of as many package deals as
possible. Speak with the DoT and local travel agents to enter
a package deal or even speak with other local businesses
and design and market your own. For more information look
to the Partner Up! advice in Section 3.2.2.
Marketing Guidelines for Rural Tourism Businesses
4.2.2. Be part of a Package
How to Promote for the International Market
4
Rules for a successful event:
• Plan your event one year in advance and block the dates.
• Inform the VTO event manager as soon as the dates are fixed; check if the VTO can help with
publicity for the event.
• Coordinate with all participants of the event and use Facebook to inform as many people as
possible.
• Propose a package with domestic flights and accommodation to make it easy to book (your
local call centre or DoT can help with this).
• You cannot change the date of the event and you must try to make it a yearly event.
• Do not forget to inform expatriates in Port Vila and Yachties; they are your best customers.
• If you create a sport event you should try to contact all sport associations in Australia, New
Zealand and New Caledonia.
• You must not see your event as just a quick way to make money; this is part of destination
marketing and long-term promotion for your region.
4.2.4. Using Local Press (Public Relations)
As mentioned in the Vanuatu Holiday Visitors Section 3.2.2 the local press is always happy to
publish interesting information; you can use the press to boost your product as long as you have
an interesting story and nice photos to go with it. Check the directory at the back of this guide for
information on how to contact Vanuatu-based newspapers and magazines.
4.2.5. Using Tourism Newsletters on the web
There are numerous internet newsletters that are published weekly or monthly on internet. You
can send them your ‘press release’ to advertise your product. The most widely used newsletters in
Vanuatu are VTO Tourism News and SPTO Pacific Pulse. Contact the editors (listed in the directory
at the end of this guide) to get your news published.
4.2.6. Your own website and Facebook page
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Marketing Guidelines for Rural Tourism Businesses
Many of your bookings may come directly from your own website or Facebook page. Refer to
the sections in Section 5 on how to create a website and Facebook page for more information.
Remember your website does not need to be more than 3 to 4 pages but does need to be very
descriptive with lots of good quality photos and should invite visitors to contact you directly via
email.
TIP
Even if your website is simple and your Facebook does not have many ‘likes’, these two
systems enable you to be identified and found on internet. Anyone who is looking for you
will have access to your direct email address and telephone number.
TIP
Work Together! It is very important to cross-reference your website with other businesses
related to you so that you can send each other contacts and generate more email
bookings. If you are an accommodation business you must promote all tours around your
destination and put their website link into your website as ‘recommended tours’. If you
are a tour you must recommend accommodation on your website. Working together will
create more bookings on both your websites.
How to Promote for the International Market
Several websites are dedicated to promoting information on Vanuatu. Many potential tourists
use these sites to choose their destination. To register on the websites mentioned below you will
always be asked to provide contact details, product descriptions, product features, prices and
photos.
4
4.2.7. Third party websites
VTO Website www.vanuatu.travel
The VTO website is one of the most popular websites promoting Vanuatu. Your business needs
to have a page on this site. To be mentioned on this website you need to be approved by
your provincial DoT and be a member of an approved Tourism Association. Your local Product
Development Officer at DoT can assist you to contact the VTO once you have been approved
and help set up your page.
Destination Vanuatu www.vanuatuparadise.com
This website is own by a Vanuatu company called Promocom. It is developed in conjunction with
a travel guide called “Destination”, you need to pay to have a page on the website but you can
ask them to mention the name of your property or tour as necessary information in their website.
|
This is a good way for restaurants to advertise to the international market.
39
Trip Advisor www.tripadvisor.com
Trip Advisor is a website designed to share information and tourist experiences at a variety of
tourism businesses around the world. Tourists do not need your permission to start a page about
your business. It is wise to check to see if there is a page dedicated to your business and to read
the comments, even if you do not plan to start your own page. If you then chose to register
as the owner of your business on trip advisor you will be able to respond to comments and
update information and photos. Once your Trip Advisor page is active you can ask your guests to
comment on the page and leave stories and photos of their stay to entice potential guests. See
chapter 5 “How to Register to Trip Advisor”.
Marketing Guidelines for Rural Tourism Businesses
Vanuatu Aelan Walkabout www.positiveearth.org
This website is dedicated to Island Bungalows and travelling in Vanuatu. It gives very precise
information on local bungalows in each island. It is very important to have a page on this website.
How to Promote for the International Market
4
4.2.8. Generating contacts with Travel Guides
In order to generate interest and obtain emails from potential travellers your product needs to be
mentioned in as many travel guides as possible. There are four major travel guides for Vanuatu:
Jason’s Guide www.jasons.co.nz
You may write to the editor to ask them to consider your product as one of your area’s attractions
and to include your product name, phone and email in the guide. Jason’s will make reference to
your product only if they feel that it is essential information. Another way to appear in the guide
is to buy advertising. The minimum advertising package is around 60,000 VT so should only be an
option for very advanced tourism businesses.
Lonely Planet Vanuatu/New Caledonia Guide www.lonelyplanet.com
This is the most famous travel guide for people travelling to Vanuatu, and the only guide that
really promotes the outer islands of Vanuatu. You need to try hard to be in this guide. Lonely
Planet inspectors visit the outer islands every two or three years, they usually contact the local
DoT. This is a good opportunity to have them make a site inspection. It is difficult to contact Lonely
Planet directly, although there is a ‘contact us’ on the Vanuatu page in their website.
Destination Vanuatu Guide
This guide is owned by a Vanuatu company called Promocom. It is published in French and
English and is distributed in over 20,000 copies. You may contact Promocom to introduce your
product and ask them to mention it in their guide. The contact is the same as the website contact.
Le Petit Futé www.petitfute.com
This is the European version of Lonely Planet. Originally in French it is now translated into English.
They also have an information website. They are now starting a Vanuatu guide as an extension
to New Caledonia. You may contact the editor to ask them to put your products in this guide.
4.2.9. Use the VTO representative overseas
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Marketing Guidelines for Rural Tourism Businesses
The VTO has representatives in Australia, New Zealand, New Caledonia, USA and Europe. Should
you decide to promote internationally, it is important to keep them informed about your product
(ask them to feed their own blog or webpage with your information). You could also provide
them with the ‘press releases’ that you send to journalists or your electronic information sheet and
your website contact details.
Distribution is the variety of channels used to extend the promotion and sales of your product.
Distributors or wholesalers are travel agents which promote and advertise your business and then
take bookings for you. Online travel agents are websites where travellers can search, compare
and book their trips online. Travellers like to use these websites as they can compare a range of
different accommodation and travel options in the one place.
These companies make their money by taking a commission on your tariff. Your price to tourists
stays the same but you receive a reduced amount due to the agent commission or agent booking
fees. Commission can range from 10% to 30%. This is the price you pay to have these middle men
promoting and selling your product on your behalf. This means that instead of the customers
paying you directly, the distributor transfers the money into your bank account.
How to Promote for the International Market
How to approach Air Arrival Visitors Indirectly (Distribution)
4
4.3.
Often these businesses will group your product with others, such as flights and other activities into
a ‘package’. The customers like them because they can pay for flights, accommodation, tours
and transfers at the one time. They then use vouchers as evidence of their payment.
You need to find as many agents as you can to make sure that your product is widely distributed,
especially in Australia, New Zealand and New Caledonia as these countries represent 90% of
international tourists to Vanuatu. There are five categories of distributors you may want to work
with, each of them have specific ways of working and reach different kinds of travellers.
4.3.1. Provincial Call Centre Distribution
Two provinces already have a specific call centre that facilitates direct contact between tourists
and local products in these provinces. It is essential to be a member of your local call centre to
increase your chance to get exposure and bookings.
4.3.2. Local Travel Agencies, Inbound Operators
Tourism wholesalers do the same work as store wholesalers. They supply tourism products to
hundreds of travel shops in a region or a country. The wholesaler gives your product access to
all their travel shops without you having to go and see them one by one. Wholesalers sell a lot of
products to a lot of travel shops. Some wholesalers are generalists and some are very specialised
in certain areas like adventure tourism or weddings & honeymoons. For outer island promotion it is
recommended to approach smaller, specialised wholesalers who are looking for unique products.
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4.3.3. International Wholesalers
41
These companies do not formally contract with you but try to distribute your product based on
information (marketing materials) you have supplied them. Expect 15% to 20% commission and
payment to you can be made at the end of the month or after 6-8 weeks.
Marketing Guidelines for Rural Tourism Businesses
Mainly located in Port Vila, with a few in Luganville, these locally owned operators have two
different ways to ‘catch’ tourists. They may have a shop in town like Air Vanuatu Tours, Vanuatu
Discovery or Adventures in Paradise or they may be representing some long haul travel agents
based in Asia, Europe or America. Domestic travel agents also act as inbound operators, to
secure local contacts and to organise the logistics for tourists travelling from far away. The two
largest operators in Vanuatu are Air Vanuatu Tours and Evergreen Ltd.
These companies work on contract only, to be signed at least eight months before the new
season (April). They expect extremely rapid answers and confirmations on bookings. They will not
accept to work with you if you do not have at least three rooms or if you cannot manage your
bookings properly. They deal mainly in Australian dollars and are expecting you to always have
the capacity to welcome their guests. They issue international vouchers and pay after 30-60 days,
upon receipt of your invoice.
4.3.4. Online Travel Agents (OTA)
4
How to Promote for the International Market
Some specialised Pacific wholesalers are: Eden tours, Eden plus, Across Oceania, Unitour,
Adventure world, Fusion Holidays, Mondo Travel and Vanuatu Escapes. Their contact details are
listed in the directory at the end of this guide.
These are the new generation of travel agents, they do not have any shop fronts, they use only the
internet to market your product. Their knowledge is information technology and database. They
do not have boundaries or limits. These companies are growing quickly and already account for
more than 40% of all bookings in the world. The top five leaders are Expedia, Booking.com, Wotif,
Agoda and Orbitz. Each company is distributing over 100,000 hotels around the world. They are
the future of tourism and it is essential to learn how to work with these companies.
Relationships with OTAs must be built online. You do not need to actually meet someone. You
need to be computer literate to understand the way they work and the information they expect
from you. You have to supply all the information on their website. When they approve you, they
will create a web page for you in their website. When they send you a booking you cannot refuse
it. To do this, they ask you to provide them with an inventory of your room availability for the
coming year. They pay after the guest’s departure, within a few weeks, to any bank account in
the world (your bank may take a commission of up to 1500VT on the international money transfer).
Most of these companies will request that you have at least three rooms to offer.
There are specific OTA dedicated to guesthouses, backpackers and budget travellers that are
working on the same model as the one mentioned above but may be more appropriate for you
such as Hostel.com, Hostelbookers.com and Hotels2go.com.au.
4.3.5. People to People Online Booking Systems
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Marketing Guidelines for Rural Tourism Businesses
Some new business models are dedicated to putting people directly in contact with businesses. The
most famous one is called Airbnb. You can register on this website only if you have a guesthouse
or apartment to rent short term. This website is not for resorts or hotels and motels, it strictly person
to person. You must declare yourself as renting a room or bungalow and potential travellers will
contact you directly. The website takes a 15% commission and pays you into your bank account
after the guest leaves and if you have provided what was promised.
Trip Advisor has introduced a booking system, called
Flipkey, dedicated to very small structures and vacation
rental. This system puts you in contact with people who are
looking to rent a house or bungalow. You will need to
provide all information about your property as well as your
bank account details. You may propose only the best
guesthouse or room you have.
Viator is a website dedicated to promoting tours and
packages around the world. It is essential that you try to be
promoted in this website if you own a major attraction in
Vanuatu. You must fill in a form to present your attraction
and they will contact you. They will ask you for a lot of
information about your tour and especially about security
and safety, quality and attractiveness of your product.
TIP
It is best to contact
all above through
the internet. You
can go directly
on their website
- (look at the
bottom of their
home page, there
is always a link
called ‘hotelier’ or
‘contact us’.
Cruise Ship Passengers
4.4.1.
4
The number of cruise ship tourists to Vanuatu is increasing rapidly every year. As of 2015 there will
be six separate ports of call (places cruise ships stop) in Vanuatu. You should only attempt to
promote your business to Cruise Ship Passengers if your business is close to a port of call. Cruise
ships only stop in each location for 8-9 hours so accommodation and overnight tours and activities
are not able to target this market. As their visit is a brief one, Cruise Ship Passengers want to gain
as much of an experience as they can in a short amount of time. Half-day tours, handicraft stalls
and 1-hour long activities such as massage and hair braiding interest this market as do photo
opportunities and souvenirs.
How to Promote for the International Market
4.4.
What tools do you need?
• Marketing materials from Section 1 (saved on a clean USB stick)
• ALL Basic and Intermediate communication tools PLUS at least one advanced communication
tool.
4.4.2.
How to approach this market?
Outside on the Wharf - Direct Passenger Bookings
An easier way to promote your business to Cruise Ship Passengers is to set up a stall at the entrance
to the wharf on port of call days. Then, as the passengers come off the ship you can attract them
with your colourful information sheet and signage.
Be sure you are part of the Taxi and Buses tours
The most effective way to promote to Cruise Ship Passengers is to be in contact with the taxi and
bus services in your area. Often Cruise Ship Passengers rent a taxi or a bus for the day and ask the
advice of their drivers as to where they should visit. If you have an agreement with several drivers
that in exchange for bringing tourists to your business you give them a commission (10-30%), you
will find more and more of these visitors at your business.
You may have the opportunity to advertise and sell your
business on board the cruise ships via their tour agent
(Adventures in Paradise for Carnival Australia). This process
is very time consuming and competitive. To be able to
promote your business on board the ships you must meet the
high standards of the company and accept and respect
their exclusive contract. This means that if your product is
sold on board the boat you cannot sell it outside on the
shore. However, you are paid directly by Adventure in
Paradise for the total number of passengers you welcomed
in one day and they will do the on board marketing for you.
TIP
Cruise passengers are doing
more internet research on
each port of call before
they visit them. They have
access to internet on the
ship, so having a special
cruise passenger web
page is an excellent way to
get private bookings from
passengers before they
arrive.
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On-board the Cruise Ship
43
Several tour operators are in charge of packaging tours for cruise passengers at each port of call.
Try to be included in these packages and you will automatically welcome cruise passengers to
your business. It is very smart to offer a special rate to these tour operators so that they can offer
an attractive price to the passengers and you can attract a large volume of tourists.
Marketing Guidelines for Rural Tourism Businesses
Packages!
How to Promote for the International Market
4
4.5.
Yachties
Yachties are visitors to Vanuatu who travel on their own sailing vessels throughout the provinces.
They only visit during the dry season (May- September) and usually leave before the cyclone
season starts. On average, each boat stays between 30-50 days and each person on board
spends an average of 3,000vt per day excluding government fees and fuel. Yachties live on their
boats for long periods of time and are often in need of fresh supplies and a place to wash their
clothes. As they have a lot of time they are very interested in spending time with local people
and seeing the ‘real’ Vanuatu. As they sleep on their boats this market is only useful for Tours &
Activities and Restaurants.
4.5.1.
What tools do you need?
• Marketing materials from Section 1 (saved on a clean USB stick)
• ALL Basic and Intermediate communication tools PLUS at least one advanced communication
tool.
4.5.2.
How to approach this market?
Location Location Location
You can only hope to market to Yachties if your business is located close to a safe harbour or
anchorage. If you are situated in such a place put your laminated information sheets up on a
noticeboard at the wharf or on the road close by. You could also go out to greet them when they
arrive with a welcome gift of fresh fruits and ask them if you can help with supplies or tours.
Word of Mouth (and Get ‘liked’ on Facebook)
Give your business cards to Yachties that visit and ask them to pass on your information to others
that they meet in their travels or even make an announcement over the radio. Also ask them to
‘like’ your business on Facebook to further promote it to the Yachtie community.
Yacht Clubs (Restaurants)
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Marketing Guidelines for Rural Tourism Businesses
Yachties like nice places where they can relax with other Yachties and unwind after long days at
sea. They are also very interested in local kaikai and cold beers. If you can provide these services
at your restaurant you can make some flyers and hand them out to Yachties that you meet. You
can even organise ‘Island Night’ events if several yachts are in your anchorage at once.
Vanuatu Cruising Guide 2014
This is an online guide to Vanuatu for all Yachties to use. This guide includes information about
safe anchorages, customs and inland revenue laws in Vanuatu and also places to visit, eat and
experience the local way of life. Email the VTO to add your information to this guide.
Noonsite.com
Noonsite’s main objective is to provide Yachties with comprehensive information about marine
facilities in any port visited by yachts, worldwide. It is in your interest to register on this website if
you have a property that can accommodate sailing boats. You must check if your anchorage is
already mentioned on the site and then you should contact the webmaster to make appropriate
changes that you may recommend. Send an email to the administrators including all your
communication material and two or three good photos.
How to Promote for the International Market
4
Marketing Guidelines for Rural Tourism Businesses
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Should you have direct access to a secured anchorage it is a good idea to create
your own yacht club and have it registered. Then more Yachties will start to stop in and
recommend your place to their friends. Remember to make sure you have cold beer
available and a nice view at sunset.
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TIP
5
‘How To’ Guide
‘How to’ Guide
5
5.1.
How to Create an Email Address
While you have access to a computer and internet, you can create your professional email
address. We recommend a Gmail email address. This email should be strictly professional and you
should have a different address for your personal usage.
STEPS
Open the Gmail website.
www.gmail.com
Click the blue “Create an account” button below
the login box. This will take you to the “Create your
Google Account” page.
Choose a username. Your username will become your new Gmail email
address. Keep it short and simple. If your username
is not available, you will be given several related
options, or you can try a different one. Choose your
password and write it in a safe place.
3
Fill out the rest of the
information. You will need to enter your first and last name, your
birthday, your gender, your phone number in case
you lose access to your account, and a verification
email address. You also need to enter which country
you reside in.
4
Complete the CAPTCHA. This is a security tool. If you cant read it, click the
refresh button next to the text field to get a new one.
5
Agree to the privacy policy. Take the time to read the entire privacy policy so that
you are aware of what Google can and can’t do
with your personal information. Check the box if you
agree to Google’s terms.
6
Click Next Step. 7
Click Next Step once more. 1
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Marketing Guidelines for Rural Tourism Businesses
2
This will take you to your Google+ profile creation
page. All Google accounts create a Google+
account when they are created.
Your Gmail account has been created. You can
click the button to return to Gmail, or visit any other
Google service. You should be automatically logged
in no matter which Google site you visit.
Follow the steps below to create your own Business Facebook Page.
‘How to’ Guide
How to Create a Facebook Business Page
5
5.2.
STEPS
1
Go to
https://www.facebook.com/
pages/create.php.
2
Choose 1.
Local Business or Place.
3
Fill in the ‘about’ section
with your 20 word description
for your business.
It will be on your main page, so make it descriptive
but short and sweet. Be sure to include a link to your
business website and contact details.
4
Next you’ll be asked to
upload a picture.
It is best to use a good photo of your business or the
business logo and name (NOT a photo of yourself).
While any perfectly square image will work, the
recommended size is 180 x 180 pixels.
5
Add your page to
your ‘favorites’.
You can add your Business Page as a “Favorite” item
here -- similar to bookmarking a web page in your
web browser -- for easy access.
6
Facebook will prompt you
to create an advertisement to
draw attention to your Page.
You do not have to do this as it is expensive and
requires a credit card. It is best simply to try and get
visitors to ‘like’ your page after their stay and spread
your information this way.
7
Click on the ‘settings’ button.
Along the left side, a navigation bar with different
sections should appear. Under ‘page info’ add more
details about your business (100 word descriptions,
key selling points and facility descriptions)
8
“Post” information, photos
and videos on your page.
You do not have to do this all at once. Aim to “Post”
one thing on your wall at least every week. It can be
a new photo or information about a promotion you
are having or an event you are holding.
9
Add a ‘cover photo’.
This is the large, horizontal image that spans the top
of your Facebook Page. Typically, this is a branded
image to help attract people to your Page. The
official photo dimensions are 851 x 315 pixels.
10
Invite people to ‘like’ your page.
Click the blue “Create an account” button
below the login box. This will take you to the
“Create your Google Account” page.
This Facebook page should be strictly
professional – do not post anything
personal or not related to your business
on this Facebook page as you will
discourage people to ‘like’ your page.
Should you have a smartphone and
internet access you can take photos of
your guests having a good time at your
place and post the photos on Facebook.
With your Facebook
account you will have
access to Messenger which
is a message system free
of charge. This is a cheap and efficient
solution to confirm information with your
business partners. This message system
works like SMS but is free of charge if you
have access to 3G.
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TIP
49
You can now ask your visitors and friends to go online
and to ‘like’ your page. When they do this it will share
your information with all of their friends and help
promote you to a wider audience.
Marketing Guidelines for Rural Tourism Businesses
This page will showcase six different
classifications to choose from.
‘How to’ Guide
5
5.3.
How to Register with Trip Advisor
Trip Advisor is a website dedicated to sharing travellers’ experiences and recommendations of
accommodation, tours and restaurants with other potential travellers to help them prepare their
own trip. Trip Advisor has more than 60 million members (people who have signed up to the
website) and 170 million reviews from travellers. As 90% of travellers are now preparing their trips
using the internet, Trip Advisor is one of their favourite sites. You should only be on Trip Advisor if
your product is at an international standard so you can be sure that most of the travellers’ reviews
will be positive. Do NOT put your business on this website until it is at an international standard or
the reviews could be negative. If you are not on Trip Advisor you can register for free. You must
have an email address to be able to register. You will also need proof that you are the owner or
the manager of the property you want to register. The process can take time, make sure that you
answer all questions asked.
If you are already on Trip Advisor you must make sure that the information on your product is
correct. If not, you have to declare yourself as the owner of the product and then you will be
authorized to make changes and publish your correct email and phone number. You may
ask DoT officers to assist you. You should review travellers’ comments regularly and adjust your
product and service according to the comments you receive. Also encourage your visitors to put
their comments on Trip Advisor if you know they have enjoyed their time with you. One of the best
ways to do so is to send all your visitors an email to encourage them to review your property or
tour. You should collect email addresses from your guest book.
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Marketing Guidelines for Rural Tourism Businesses
STEPS
1
Prepare all documents that will be requested for your registration.
2
Go to www.tripadvisor.com and go down to click on ‘owner’.
3
- choose proper product category
- enter your business & city and go to “tell us more about it”
4
Fill in all information requested.
5
Submit your listing.
6
Receive confirmation.
Follow the process to register.
TIP
Here is a typical email template you
could use and send to your visitors:
------------------------------------------------------------Dear M. NAME
Thank you for choosing NAME OF BUSINESS on
your recent holiday. We hope you enjoyed the
experience with us here in NAME OF PLACE.
We’d be grateful if you would review us on
Trip Advisor. It’s the world’s largest travel site,
helping over 60 million visitors every month plan
the perfect trip.
[Put the address of your trip adviser page Here]
Trip Advisor is the only way to get ourselves
known in the world. Our guests often tell us how
helpful it is to read past guests’ reviews before
organising their own visits. And we’re always
eager to hear what you liked and how we can
improve.
If you would like to put your photos on our
Facebook page we would be most grateful.
[LINK TO FACEBOOK PAGE HERE and ask
people to like it!]
Thanks again for your contribution to our island
development.
Yours,
NAME & BUSINESS
In order to achieve credibility with national and international distributors, call centres and other
people who are promoting your business, it is essential to manage your booking with precision.
This is also called “inventory management”, which means that you need to know exactly how
many rooms you have available any day for the upcoming 12 months. This is necessary to be
able to optimize your bookings and give precise answers to your direct clients and your various
distributors.
‘How to’ Guide
How to Take Bookings Professionally
5
5.4.
TIP
Your English is important here and will give the first impression to your guests when you
answer the phone. Practice these questions to ask in English.
A booking is well documented when you know:
• Exact number of people arriving with their names
• Arrival date and time – flight information
• How many rooms are requested
• Bedding configuration required (double bed or single bed)
• Departure date and time - flight information
• Who is doing the airport transfer
• Inclusions (meal, breakfast, tours)
• Confirmed tariff to apply
It is essential to use a reservation book such as the “cooperative green book”, a diary, or if you
are computer literate and have access to internet you can also use reservation software called
Reservation Master dedicated to small hospitality businesses. This can be purchased at http://
www.goldhilldoft.com (cost less than 40,000VT).
TIP
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Marketing Guidelines for Rural Tourism Businesses
You can download a 30 day FREE trial of this reservation software to see if it will be useful
to your business.
‘How to’ Guide
5
5.5.
How to Deal with International Wholesalers
You need to have a contract or a letter confirming your agreement to being distributed by
a wholesaler. In this legal document you need to have agreed on a tariff (price list) and a
commission. Wholesaler bookings always follow the same process and require strict bookkeeping
methodology in order to make sure that you get paid. When dealing with local, small, unknown
operators it is recommended to ask for ‘pre-payment’ meaning that you want to receive the
payment (at least 50%) BEFORE the guest arrives. This is the only way to make sure that the booking
is confirmed.
The Wholesaler Bookings Process:
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Marketing Guidelines for Rural Tourism Businesses
STEPS
1
Wholesaler checks availability
from you by phone or email.
2
Wholesaler confirms with its
client and receive payment
from them, it then issue
vouchers to its clients.
At the same time the wholesalers confirm the booking
to you via email. You must acknowledge receipt of
the booking.
3
Upon arrival, travellers will
hand over the voucher to you.
You will need to enter your first and last name, your
birthday, your gender, your phone number in case
you lose access to your account, and a verification
email address. You also need to enter which country
you reside in.
4
You issue an invoice to the
wholesalers according to
agreed tariff & contract based
on voucher received.
You email your invoice to the wholesaler with your
bank account details.
5
Wholesalers transfer the money
due to your bank account
This process can be spread over 6 months (from
booking to payment). You cannot expect to be paid
immediately. On principle, wholesalers who receive
your invoice before the 20th of a month will pay end
of the next month.
‘How to’ Guide
How to Build and Maintain a Website
You need to exist on the web, and it is essential to have a website for your product. This requires
a minimum of computer knowledge and time investment on your part. A website can be bad
publicity for you if it is not taken care of. As soon as you have a website you need to be able to
check and answer emails within 48 hours. A website is not static; it needs to change with your
product and your product development. This is why you need to understand how it works and
cannot just trust someone to do it for you without you being very involved.
5
5.6.
STEPS
Register Domain
Name
5.6.1.
>
Hosting your
Website
>
Fill your website
content
Register your Domain Name
This is the same as your name registration. You have already registered your name at VFSC
(Vanuatu Financial Service Commission). You need to register your name on the internet as well.
This is to protect your name, to make sure that you are the only one able to use it and to avoid
any confusion on the net.
You can register your name with TVL at http://vunic.vu/index.php.
You can also book your domain name online via: www.mydomainname.com. The cost is usually
1000VT per year. Buy your domain name with the extension “.com”.
TIP
If you register your domain name with TVL you will be able to pay at the TVL counter, the price is
around 4500VT per year. You can also ask a number of web companies in Port Vila to complete
this process for you for a fee. Check the directory at the end of this guide for their contact details.
For any online domain name registration, you will need to have a VISA or a MASTERCARD card to
pay for this service. Should you be unable to access these cards, you may ask someone who has
a card to process the transaction for you and then pay him/her in cash. You will quickly find out
though that you need a VISA or MasterCard card to do a lot of things on the internet.
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Paying for your Domain Name
53
5.6.2.
Marketing Guidelines for Rural Tourism Businesses
Choose your domain name:
• Try to make it as simple and recognizable as possible
• myproperty.com.or mytour.com or you may add your island name to help with
identification myproperty_tanna.com mytour_santo.com
• Do not use your personal name or any word that people will have difficulties to type
‘How to’ Guide
5
TIP
How to get a debit card:
Bred bank and ANZ bank can now issue debit cards for Ni-Vanuatu businesses. Please
apply with your banker and ask for a “Visa Debit Card Application Form”. You will need a
VISA debit card every time you want to buy something on internet.
A VISA Debit card works like a bank cheque, only better. When you make purchases,
the amount is deducted directly from your checking account; but you also enjoy added
convenience and security protections.
This may be a difficult process with your local banker but it is available. There is usually a
cost of 10,000VT per year to hold and use this card.
5.6.3.
5
63
H
Hosting
ti your W
Website
b it
Now that you have your domain name that belongs to you, you will need to develop your website.
Your website is not in your computer – it is ‘hosted’ in a server somewhere in the internet. In order
for the whole world to look at your website it needs to be accessible; this is why you need to have
it ‘hosted’ on a server. It is essential that you know where your website is hosted because the
host will give you access and a password to make some changes. If you do not know where you
website is hosted then you cannot make changes!
Should you use a ‘webmaster’ (someone to design your website), this person will assist you to find
a cheap host service (around 400VT per month or 5000VT per year). You can easily find a hosting
provider at: www.top10bestwebsitehosting.com. One of the most famous is www.godaddy.com.
Once again you will need a debit card, or you will have to ask your webmaster to help you with
this. Your host will also give you access to email addresses using your domain name, for example:
[email protected]
If you feel that you are not computer literate enough to go through the whole process you can
use one ‘webmaster’ to register your domain name, find a hosting server and design your web
pages. Check the directory at the end of this guide for a list of computing companies who offer
this service.
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Marketing Guidelines for Rural Tourism Businesses
5.6.4.
Fill your Website Content
Your marketing materials designed in Section 2 will help you to fill the content of your website.
Your ‘home page’ is your selling page where you explain why people should book your product;
use your two descriptions, key selling points and some nice photos here. Your ‘information page’
should give details of your features or accommodation details, location and access. Your ‘tariff
page’ is where you give your public price list and list of extra services you offer such as transfers
and handicrafts. Finally, your ‘contact page’ is where you explain how to contact you.
Use a specialist
You can have a webmaster design your website from the information and photos you provide
them. There are several webmasters available both in Luganville and Port Vila (see contacts in
the directory).
TIP
This costs around 30,000VT for a 3 page website for the first year and then 10,000VT every
year after.
5
You can try to develop your website from “easy-to-use” website design software available on the
internet: The easiest one we have tried is:www.weebly.com. This service belongs to Google and
is free of charge. You will have to pay only to use additional features. The Malampa Call Centre
website is developed with Weebly.com.
‘How to’ Guide
Do it yourself
You can also try: www.godaddy.com/.../website-builder.aspx or www.squarespace.com
TIP
Using templates is a very good system and cheap but you may not be able to
choose everything you like due to design constraints. Also, you MUST have a
good internet connection as you need to work ‘online’ to build your website.
HINT – use the TVET Centre computer labs.
5.7.
How to use the Hotel Link Solutions’ E-Marketing Package
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Marketing Guidelines for Rural Tourism Businesses
Hotel Link Solutions (HLS) has put together an e-marketing package for small and medium size
accommodation businesses in partnership with The European Union and South Pacific Tourism
organisation. This package combines the set up of a website and website for mobile phones, set
up of social media and a channel manager (to help you manage bookings through wholesalers
and received booking information via text message). This package also comes with local support
and many helpful resources. The setup fee for this package is 15,000VT and there is a monthly
service fee of 5,000VT. All documents can be made in both French and English. Further information
can be found on the company website: http://www.hotellinksolutions.com
6
Let’s Get Busy
Let’s Get Busy
6
6.1.
Your Business Marketing Assessment
Use the flow chart below to assess where your business stands in terms of marketing and what your
next step should be. Remember you cannot start promoting your business until you have created
the necessary communication materials and tools.
Prepare Business
Prepare Communication Material
Promote to
Domestic Market
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Marketing Guidelines for Rural Tourism Businesses
Local
Visitors
Vanuatu
Holiday
Visitors
Vanuatu
Business
Visitors
Promote to
International Market
Air
Arrivals
Cruise
Ships
Yachties
Your Business Marketing Evaluation Checklist
6.2.1.
6
Use this action plan to help plan the next step in your marketing strategy.
Let’s Get Busy
6.2.
Prepare your Business
Completed?
Yes
No
Notes
Business Product Concept
Business Name
Business Logo
Business Signage
Other Action
6.2.2.
Prepare Marketing Materials
Completed?
Yes
No
Notes
Contact Details
Business Descriptions
20 words
100 words
Facilities, Features &
GPS Location
Key Selling Points (10)
6 good photos on USB
Public Price
Price List
Other Action
Prepare Communication Tools
Completed?
Yes
Basic Tools:
Mobile Phone
Business Cards
Intermediate Tools:
Email
Flyers/ Information Sheets
Advanced Tools:
Own Website
Facebook
Notes
Other Action
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Trip Advisor
No
Marketing Guidelines for Rural Tourism Businesses
6.2.3.
Let’s Get Busy
6
6.2.4.
Promote for Domestic Markets
Completed?
Yes
LOCAL MARKETS
Use word of mouth - get people talking
about your business
Door Knock to local businesses and
hand out your flyers
Give your marketing materials to Local
Public Transport
Launch your Business with an ‘official
opening’
Get involved in Community Events
Hold events of your own and invite the
community
VANUATU HOLIDAY VISITORS
Give your marketing materials to the
Call Centre, DoT and the VTO
Apply for TVL Business Directory
Work Together with other tourism
businesses in the area
Partner with local travel agents/airlinesbecome part of their packages
Give stories and photos to local
Newspapers and publications
Create a Facebook account and
get Port Vila and Santo communities
to ‘like’ it
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Marketing Guidelines for Rural Tourism Businesses
Participate in the Vanuatu Tourism
Awards
VANUATU BUSINESS VISITORS
Tell your local Call Centre and DoT
about your corporate specials
Prepare your Corporate Specials
packages
Talk to local government and business
representatives about your corporate
specials
Other Action
No
Notes
Completed?
Yes
AIR ARRIVALS
No
Notes
Let’s Get Busy
Promote for International Markets
6
6.2.5.
Work Together with other tourism
businesses – create packages
Partner with local travel agents/airlines
Create events to attract visitors
such as annual festivals, treks, races,
cultural events or ceremonies and
send this information to the VTO Events
Manager
Send stories and photos to local
Newspapers and publications.
Send product story to the Tourism
Newsletters
Create and manage a website
Create a business Facebook Page and
manage it regularly
Create a Trip Advisor account
Email Third Party and Advertising
websites
Talk with VTO representatives overseas
Market your product through the VTO
and Provincial Call Centre
Send your marketing materials to
International Wholesalers
Register with Online Travel Agents
(OTAs)
Other Action
Become part of a package deal with
local travel agents and tour operators
Communicate with Adventures in
Paradise and try to get a contract to
sell your product on-board the ship
Other Action
|
Set up a stall outside on the Wharf to
sell your product
61
Get taxis and buses referring your
product
Marketing Guidelines for Rural Tourism Businesses
CRUISE SHIP PASSENGERS
Let’s Get Busy
6
YACHTIES
Visit Yachts as they arrive in
your harbour
Create a place for Yachties to tie
up their dinghy
Word of Mouth: Tell Yachties to tell
their friends about your business
Turn your restaurant or bungalow into
a Yacht Club
Noonsite.com - email your
communication materials
Get your business inside the
Vanuatu Cruising Guide
Create events targeted at the
Yachties
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Marketing Guidelines for Rural Tourism Businesses
Other Action
|
Marketing Guidelines for Rural Tourism Businesses
6
Let’s Get Busy
DoT Product Classifications
63
6.3.
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6
Let’s Get Busy
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Marketing Guidelines for Rural Tourism Businesses
6
Let’s Get Busy
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Marketing Guidelines for Rural Tourism Businesses
6
Let’s Get Busy
Let’s Get Busy
Marketing Contact Directory
6
6.4.
Printing Companies in Port Vila
Who
Contact
Classic Printers
Port Vila
Call: 25930
Email:
Colorite Graphics
Printers
Port Vila
www.coloritegraphix.com
Call: 24513
Email: [email protected]
I.P.V Printers Ltd
Port Vila
Call: 22388
Email: [email protected]
Sun Production
Printers
Port Vila
www.sunproductionsvanuatu.com
Call: 23813
Email: [email protected]
What do I give them?
Your contact
information,
descriptions and
photos to create flyers,
information sheets and
business cards
TVL Phone Directory
Who
Contact
Yellow Pages
(Business)
Port Vila
www.yellowpages.vu
Call: 081111
Email: [email protected]
Email: [email protected]
White Pages
(General)
Port Vila
www.yellowpages.vu
Call: 081111
Email: [email protected]
What do I give them?
Your name, business
name and contact
information
Government Offices
Malampa Call
Centre
Lakatoro
www.malampa.travel
Call: 48888
Email: [email protected]
Everything
Sanma Call Centre
Luganville
www.santo.travel
Call: 36616
Email: [email protected]
Everything
VTO Visitors Office
Port Vila
www.vanuatu.travel
Call: 22515
VTO Marketing
Office
Port Vila
www.vanuatu.travel
Contact: Allan Kalfabun
Call: 22515
Email: [email protected]
Flyers, Business cards
& Price lists
Photos/Flyers/
business cards plus
ask to compete in
the Vanuatu Tourism
Awards
Marketing Guidelines for Rural Tourism Businesses
What do I give them?
|
Contact
67
Who
Let’s Get Busy
6
Marketing Guidelines for Rural Tourism Businesses
|
68
VTO Events
Manager
Port Vila
www.vanuatu.travel
Contact: Sebastien Bador
Call: 22515
Email: [email protected]
VTO Web Manager
Port Vila
Contact: Alcina Charlie
Call: 22685 / 22813/ 7710275
Email: [email protected]
VTO Australia
representative
Contact: Anne Morris
Email: [email protected]
VTO New Zealand
representative
Contact: Jacquie Carson
Email: [email protected]
VTO North America
representative
Contact: Susan Herrick
Email: [email protected]
VTO Europe
representative
Contact: Jeanette Baude
Email: [email protected]
Email: [email protected]
VTO New Caledonia
representative
Contact: Martine Robin
Email: [email protected]
Department of
Tourism (DoT)
MALAMPA:
Edna Paolo
[email protected]
Pulpe Waiwo
[email protected]
SANMA:
Ian Bani
[email protected]
Kehana Andrew
[email protected]
TORBA:
Olivet Dorony
[email protected]
SHEFA:
Kathy Stephens
[email protected]
TAFEA:
Selwin Tanagbu
[email protected]
Daniel Ringiau
[email protected]
PENAMA:
Lesley Mera
[email protected]
Port Vila Office:
Jerry Spooner (Accreditation Officer)
[email protected]
Amos Ronnie
[email protected]
Brenda Andre (Cruise Officer)
[email protected]
VTO Cruising Guide
Port Vila
www.vanuatucruising.info
Email: [email protected]
Facebook: Vanuatucruising
Information on any
events you are
planning
All marketing materials
Everything
Descriptions, Key Selling
Points, Photos and
Price Lists
Contact
Daily Post
Newspaper
Port Vila
www.dailypost.vu
Call: 23111
Email: [email protected]
Independent
Newspaper
Port Vila
www.independent.vu
Call: 29999
Email: [email protected]
Island Life Magazine
Port Vila
www.islandlifevanuatu.com/island-lifemagazine/
Call: 7791241
Email:
[email protected]
[email protected]
Island Spirit
(Air Vanuatu Inflight
Magazine)
Port Vila
www.islandspiritmagazine.com/
Call: 7747153
Email: [email protected]
Vanuatu Infos
Port Vila
Email: [email protected]
What to do in
Vanuatu
Port Vila
Email: [email protected]
Hotspots Map and
Voucher Book
Port Vila
Call: 7723333 or 7766277
Email: [email protected]
What do I give them?
6
Who
Let’s Get Busy
Newspapers and other Publications
Contact Details,
Photos, Description
and a short story
about your business
Local Travel Agents
www.airvanuatu.com/blog/category/
tours
Call: 23838
Email: [email protected]
Evergreen Tours
Port Vila
www.evergreenvanuatu.com
Contact: Julia King
Call: 23050 or 25418
Email: [email protected]
Contact: Esly Kalo
Email: [email protected]
Adventures in
Paradise
Port Vila
www.adventuresinparadise.vu
Contact: Simone Pritchard
Call: 25200
Email: [email protected]
Email: [email protected]
Wrecks to Rainforests
Luganville
www.wreckstorainforest.com
Contact: Mayumi Green
Call: 37365/ 5547001
Email: [email protected]
South Pacific Tours
Port Vila
Call 26559
Email: [email protected]
Business Cards, Flyers,
Business Description,
Photos, Price List,
Key Selling Points
Marketing Guidelines for Rural Tourism Businesses
Air Vanuatu Tours
Port Vila
What do I give them?
|
Contact
69
Who
Who
Contact
Unity Airlines
Port Vila
www.unity-airlines.com
Call: 24475
Email: [email protected]
Air Safaris
Port Vila
www.airsafaris.vu
Call: 7745207/5545207
Email: [email protected]
Belair
Port Vila
www.belair.vu
Call: 29222
Email: [email protected]
Air Taxi
Port Vila
www.airtaxivanuatu.com
Call: 5544206
Email: [email protected]
Air Ratua
Port Vila
Contact: Paul Dalley
Call: 7711199
Email: [email protected]
6
Let’s Get Busy
Independent Airlines
What do I give them?
Contact Details,
Descriptions, Photos,
Key Selling Points and
Price List and Packages
Third Party Websites
Who
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Marketing Guidelines for Rural Tourism Businesses
VTO Website
Contact
www.vanuatu.travel
Contact: Alcina Charlie
Call: 22515
Destination Vanuatu
www.vanuatuparadise.com
Email: [email protected]
Facebook
www.facebook.com
Trip Advisor
Register at:
www.tripadvisor.co.uk/Owners
www.tripadvisor.com
If you have difficulties you can contact:
[email protected]
Noonsite - yachting
website
www.noonsite.com/contact-us
Email: [email protected]
Vanuatu Aelan
Walkabout
www.positiveearth.org
Email: [email protected]
Lonely Planet Guide
www.lonelyplanet.com/
contact/business_listing/new
Jason’s guide
www.jasons.co.nz
Contact: Kerry Lahood
Email: [email protected]
Email: [email protected]
Le Petit Futé
www.petitfute.com/p202-vanuatu/
Email: [email protected]
Destination Vanuatu
www.vanuatuparadise.com
Email: [email protected]
Rocket Guide
Vanuatu
www.rocket-guide-vanuatu.com
Red Vanuatu
redvanautu.com
Call: 7766000
Email: [email protected]
What do I give them?
Business Cards, Flyers,
Business Description,
Photos, Price List,
Key Selling Points
Design your Business
Page and add
your own photos,
descriptions and
contact information
Contact Details, Logo,
Descriptions, Photos,
List of 10 best reasons
and Price List
Lonely Planet Guide
Contact
www.lonelyplanet.com/contact/business_
listing/new
Pacific Pulse
Email: [email protected]
Travel Weekly
www.travelweekly.com.au/home
Email: [email protected]
What do I give them?
Business Cards,
Descriptions, Key Selling
Points, Photos and
Price List
Let’s Get Busy
Who
6
Tourism Newsletters
Trade Shows
Who
Tok Tok Vanuatu
Contact
Call: 22515 or 22685
Email: [email protected]
Speak with your provincial DoT Office
Wik Blong Vanuatu
Contact: Martine Robin
Email: [email protected]
Vanuatu Road
Shows
Speak with your provincial DoT Office
What do I give them?
Business Card or
Contact Details,
Photos, Descriptions,
Key Selling Points, Price
List
Wholesalers
www.flightcentre.com.au
Email: [email protected]
Email: [email protected]
Helloworld Ltd
Australia/
New Zealand
www.helloworldlimited.com.au
Email: [email protected]
House of TravelHOOT
www.houseoftravel.co.nz
New zealand
Email:
[email protected]
Coral Seas
Australia
Contact: Natalie Parker
Email: [email protected]
Island Escapes
Australia
www.islandescapes.com.au
Contact: Marilyn Lynch
Email: [email protected]
Unitours
New Caledonia
www.unitours.nc/vanuatu.html
Contact: Francoise Chesnais
Email: [email protected]
Eden tours
New Caledonia
www.edentour.nc
Contact: Brigitte Brou
Email: [email protected]
Contact: Nathalie Le Baube
Email: [email protected]
All Marketing Materials
Marketing Guidelines for Rural Tourism Businesses
Flight Centre
Global Product
Australia
What do I give them?
|
Contact
71
Who
Let’s Get Busy
Contact: Isabelle Miel
Email: [email protected]
Eden Plus
www.edenplus.nc
Email: [email protected]
Email: [email protected]
New Caledonia/
Europe
www.accrossoceania.com
Contact: Katia Denomme
Across Oceania
Australia/Europe
Email: [email protected]
Creative Holidays
Australia
www.creativeholidays.com/sales/vanuatu
Contact: Anne Noonnan
Email:
[email protected]
Adventure world
Australia
www.adventureworld.com.au/tours-anddestinations/south-pacific/south-pacific/
vanuatu/overview/
Email: [email protected]
Fusion Holidays
www.fusionholidays.com.au
Contact: Jodie Lovelock
Email: [email protected]
Mondo Travel
www.mondotravel.co.nz
Email: [email protected]
Small Guide Travel
www.smallguidetravel.com.au
Contact: Monique Doubell
Email: [email protected]
Vanuatu Escapes
www.vanuatuescapes.com.au
Contact: Sarah Beeken
Email: [email protected]
6
Access Travel
New Caledonia
All Marketing Materials
Online Travel Agents (OTAs)
Who
Contact
Expedia.com
www.expedia.com
Contact: Patricia Camargo
Email: [email protected]
www.booking.com
Contact: Andrew Collins
Email: [email protected]
Agoda.com
www.agoda.com
Contact: Jason Beer
Email: [email protected]
Booking.com
Orbitz Worldwide
www.orbitz.com
Contact: Munish Chetty
Email: [email protected]
Hostel.com
www.hostel.com
Hostelbookers.com
www.hostelbookers.com
Hotels2go.com
www.hotels2go.com.au
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Marketing Guidelines for Rural Tourism Businesses
www.wotif.com
Contact: Lloyd Hesson
|
Wotif.com
What do I give them?
All Marketing Materials
AirBnB.com
www.airBnB.com
Viator
www.viator.com
Form found at:
http://newsupplier.viator.com
Flipkey
You can register your product at
https://secure.flipkey.com/freelisting/
Who
Contact
Vanuatu Cruising
Yacht Club Port Vila
www.vanuatucruisingyachtclub.org
Contact: Gary Vasconcellos
Call: 7750795
Email: [email protected]
Notice Board (near Connect Café)
Port Vila Boat Yard
www.portvilaboatyard.com
Port Vila Boatyard
Pontoon Bay
PO Box 688 | Port Vila
Vanuatu
Office Tel: +678 23417 (Mon-Fri)
Contact: Justin Jenkin
Call: +678 771 9174
Contact: Paul Samson
Call: +678 775 6002
Email: [email protected]
Kaleva Yacht
Services
Let’s Get Busy
www.travelOcity.com
All Marketing Materials
6
TravelOcity.com
What do I give them?
Marketing Material on
flyers and information
sheets (laminated)
relating to Restaurants,
Cultural Events
ad Festivals and
Tours nearby safe
anchorages.
www.kysvanuatu.com
Vanuatu Office Number: 7761026
Contact: Linette / Noella
Email: [email protected]
Web Design, Domain Name and Software Contacts
www.incite.vu
Call: 22334
Email: [email protected]
CNS
Port Vila
www.cns.com.vu
Call: 27563
Email: [email protected]
Etech (Port Vila)
Port Vila
www.etech.com.vu
Call: 26933
Email: [email protected]
Etech (Santo)
Call: 36977
Email: [email protected]
Web Solutions
(Website design)
Port Vila
Contact: Polina Khoroshko
Call: 7710123
Email: [email protected]
Talk to these businesses
about setting up your
domain name and
website
Talk to these businesses
about setting up your
domain name and
website
Contact them asking
about their prices and
information regarding
website design
Marketing Guidelines for Rural Tourism Businesses
Incite
Port Vila
What do I give them?
|
Contact
73
Who
Let’s Get Busy
www.hotellinksolutions.com
Contact: Sabine Hollerer
Call: 7754448
Email: [email protected]
Reservation Master
Software
(reservations
software)
New Zealand
www.goldhillsoft.com
Contact them about
the E-Marketing
Package, give
information about your
business and what kind
of website you are
looking for.
Email them asking for
information on their
reservation software
product
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Marketing Guidelines for Rural Tourism Businesses
6
Hotel Link Solutions
(E-Marketing
Package)
Port Vila
For the latest digital version of this guide, contact your local Department of Tourism office.