3. TRAVEL PROMOTION
The goal of the tourism industry is to stimulate the public’s desire to travel
and then turn this desire into the purchase of tickets
 Public relations plays an essential role in this process—not only in attracting
visitors to destinations, but also in keeping them happy once they arrive

4. TRAVEL PROMOTION
Traditionally, the practice of travel public relations has involved three
steps:
 Stimulating the public’s desire to visit a place
 Arranging for the travelers to reach it
 Making certain that visitors are comfortable, well treated, and entertained when
they get there
 Fear of terrorism has focused emphasis on a crucial new element of travel
public relations—ensuring travelers’ safety

5. TRAVEL PROMOTION
Interest in travel can be stimulated through the following:
 Articles in magazines and newspapers
 Brochures distributed by travel agents or direct mail
 Internet presentations
 Travel films and videos
 “Pure Michigan”
Locations also solicit associations and companies, encouraging them to
hold conventions in particular locations to encourage group travel
 Indianapolis Super Bowl

7. TRAVEL PROMOTION
Some publications have their own writing staff
Others hire freelance writers and photographers
Well-done articles by PR practitioners about travel destinations often are
published, too, as long as they are written in an informational manner
without resorting to blatant salesmanship and “purple prose”
 Sensitive to public resistance to exaggeration, Condé Nast Traveler magazine
carries the slogan “Truth in Travel” on its cover
Personal case study
 Allegiant Airlines

8. TRAVEL PROMOTION
However, O’Dwyer’s PR Services Report warns that “PR overkill” can result
from the following:
 Indiscriminate distribution of news releases
 Nagging follow-up calls to editors about releases
 Ignorance about the publication being pitched with a story
 Excessive handling of writers on arranged trips so that they find it difficult to get
a complete picture of the travel destination

9. TRAVEL PROMOTION
Treating travelers well is critical in the travel and tourist industry
 If a person spends a large sum on a trip, but then encounters poor
accommodations, rude hotel clerks, misplaced luggage, and inferior sightseeing
arrangements, he or she comes home angry
 Even more ominously for the destination, unhappy travelers readily tell their
friends how bad the trip was

10. TRAVEL PROMOTION
Even the best arrangements go awry at times
 Planes are late
 Tour members miss the bus
 Bad weather riles tempers
This is where the personal touch means so much
 An attentive, cheerful tour director or hotel manager can soothe guests, and a
“make-good” gesture such as a free drink or meal does wonders
 Careful training of travel personnel is essential
 Many travelers, especially in foreign countries, are uneasy in strange
surroundings and depend more on others than they would at home

12. APPEALS TO TARGET AUDIENCES
Travel promoters identify target audiences, creating special appeals and
trips for them
 Great Britain’s publicity in the U.S. is an example of a successful effort
 It’s an appealing invitation to visit the country’s historic places and pageants
 Promoters also highlight London theatrical tours, golf expeditions to famous
courses in Scotland, genealogical research parties for those seeking family
roots, and tours of famous cathedrals

13. APPEALS TO TARGET AUDIENCES
Packaging is a key word in travel public relations
 A few of the niche travel packages offered include:
 Cruises for family reunions or school groups
 Family skiing vacations
 University alumni study groups
 Archaeological expeditions
 Even trips to promote Tibet
 A package usually consists of prepaid arrangements for
transportation, housing, most meals, and entertainment, with a professional
escort to handle the details
 Supplementary side trips often are offered for extra fees

14. APPEALS TO TARGET AUDIENCES
The largest special travel audience is people older than age 40
The 60-plus age cohort makes up a large percentage of cruise ship
passengers: A large percentage of cruise passengers, especially on
longer voyages, are retirees
 Many retired persons have time to travel, and some have ample money to do
so
 Hotels, motels, and airlines frequently offer discounts to attract this audience
 Alert travel promoters design trips with them in mind, including such niceties as
pairing compatible widows to share cabins and arranging shore trips that
require little walking
As a means of keeping old-school loyalties alive, many colleges conduct
alumni tours, which are heavily attended by senior citizens

16. TOURISM IN TIMES OF CRISIS
Crisis management is an important part of public relations in the travel
industry, just as it is in corporate work
 Crises come in many forms, from dangerous political crises to small but
embarrassing “blips”
 Natalee Holloway case in Aruba
 Royal Princess Cruise engine fire

17. TOURISM IN TIMES OF CRISIS
Aruba is a popular destination for U.S. tourists; nearly 1 million visit the
Caribbean island annually
 However, “its tranquil image of clear water, beautiful beaches, and swaying palm
trees was considerably shaken when Natalee Holloway, an 18-year-old from
Alabama on a class graduation trip, disappeared from one of Aruba’s resorts”
 The disappearance—and the strong inference of foul play—became a major story
in the print and broadcast media
 At one point, 60 foreign reporters were on the island covering the case
 Aruba had garnered more media coverage over Holloway than it had received
in the last 20 years
 The Holloway story was a major crisis for the Aruba tourism industry
 The story continued to garner headlines as Holloway’s mother gave extensive
interviews and loudly complained about the lack of progress the Aruba police
were making in finding her daughter
 The Alabama legislature even got into the act and threatened a boycott of the
island until the case was solved

18. TOURISM IN TIMES OF CRISIS
Aruba’s PR firm, Quinn & Co. in New York, was originally retained to
promote the island’s beaches and resorts, but had to immediately
switch gears and do crisis management
 Centralized information about police investigation
 Regular updates on progress in the case
 Assured cruise lines, travel agents, and airlines that Aruba was safe and still an
attractive destination
 The government also issued a statement:
 “This comes as a shock to Aruba where crime against tourists is almost
nonexistent”
 Also noted the island’s repeat visitor rate of 40 percent
In Aruba, tourism is nearly back to normal today

19. TOURISM IN TIMES OF CRISIS
In 2009, a Royal Princess Cruise ,in the fifth day of a 12-day Holy Land
cruise, had an engine fire that disrupted the cruise
 The cruise ship was taken out of service and spokespeople were left to explain:
 “We will be providing the affected passengers… a full refund of their
fare, plus a future cruise credit equal to 25 percent of the cruise fare paid for
these sailings. We are currently securing flights home for all passengers
currently onboard Royal Princess, and they will be returning home over the
weekend.”

20. TOURISM IN TIMES OF CRISIS
Among numerous areas of concern, travel firms need to make certain that
they provide equal facilities and service to all
They also need to ensure that their facilities and practices are
environmentally sound or risk negative publicity