The diverse publicity effects were one of the main arguments for the Winter Olympics. Internally — i.e. in its own canton — tourism needs more understanding and acceptance again. Externally — among potential guests to Graubünden — Grisons needs recognition, a good reputation and authentic stories. Anyone who knows their guests can see Grisons through their eyes.
“Tourism as a compulsory subject,” Davos Tourism CEO Reto Branschi recently called for in the Bündner Tagblatt: Publicity and awareness raising for tourism is needed in our canton. Graubünden must learn again what they have in tourism. But what does it look like outside the canton? Anyone who wants to attract guests to their country, their destination and their hotel today must create topics of conversation on the Internet. Social media such as Facebook, YouTube, Instagram, Twitter, Flipboard, Tripadvisor, Yelp or Pinterest have fundamentally changed the information landscape.
Here, in particular, “people like you and me” write about their personal impressions and opinions. They link to existing articles, but above all they themselves produce lots of spontaneous, “unprofessional” but authentic and credible texts, photos and videos. For tourism, such content is worth its weight in gold.
If you want to stay in conversation, you have to provide topics for conversation
Big, loud, flashy, weird or otherwise original performances help to increase awareness. Larger destinations do this, among other things, with regular sports, cultural and entertainment events or conferences. However, not every holiday resort can and must hold a WEF, a snowboard World Cup or a rock concert right away. With original ideas, even small towns get good opportunities. As far as fame is concerned, the “little ones” in the tourism business can also ride on the waves of the “big ones” quite well.
In the area around Kitzbühel, you would never think of distancing yourself from the world-famous location. Even in the neighboring valley, people still call themselves “Reith bei Kitzbühel”. An example that many towns in Graubünden should take a look at. In addition to raising the profile of the region, each individual provider must then maintain their reputation and provide their own topics of conversation. Existing guests are the best sources for this, as they know us from their own experience. Anyone who experiences something nice during their vacation or is treated well will report about it, in personal conversations and also more and more on the Internet.
“Real” experiences don't just happen by chance
Tyrol, which has repeatedly been praised as a successful model, is full of small towns that their guests literally fall in love with. After the holidays, they not only know the hotelier and his children, but also every ski instructor, the mountain bike mechanic, the winemaker or the hosts of every mountain inn. Holidays in Tyrol seem unmistakable. What do Tyroleans do differently?
We can only offer our guests unique, “real” experiences if we are “real” ourselves. To do this, we must first become aware of what our guests really think of our valleys, villages, hotels, restaurants, ski slopes, bike trails, spa concerts or children's programs. This is the only way we can focus on these special features as strengths, search for our market niches and then maintain them. For every valley, every town, every hotel, every ski rental company, simply everyone in tourism in the canton of Grisons.
It's not that difficult to find out what makes you stand out in the eyes of your guests. The following applies to small businesses as well as to world-class health resorts: You just have to ask your guests. But you have to know them to do that. It is best to have a personal conversation. In addition, social media offer a variety of opportunities to find out more from guests about your own company or location. Anyone who talks to their guests also finds out whether they are well received by them and how they rate him.
Everyone who makes up tourism in Graubünden, both small and large, must focus on and cultivate their strengths. The guests will appreciate it and share it on the Internet. Your experiences, pictures and videos have a very high level of credibility. These are not simply advertising texts or glossy photos. They are “real” and help hundreds of thousands of Internet users decide where to spend their next summer or winter vacation.
This article also appeared in Bündner Tagblatt dated May 8, 2013.