In 2019, the total contribution of tourism to the Philippine economy increased to 12.7% of gross domestic product (GDP). That’s a notable increase of 11.7% and 12.3% in 2017 and 2018 respectively.
With beautiful natural landscapes and the warm hospitality of its people, it is no wonder why tourism is so great in the Philippines; however, the 2020 health crisis put an end to all of that.
Despite the grim reality, one of the positives is the accelerated shift to digital, and this has provided more opportunities for micro, small and medium-sized enterprises (MSMEs) in the tourism sector to recover and restart.
On June 15, Globe Business and ABS-CBN DASH held an online seminar called The Road to Tourism Recovery: Your Ticket to Digital Advertising Success. This event brought together business owners from all over the Philippines to equip them with new tools and digital solutions to help their tourism business survive and prosper in this situation.
The interactive webinar talked about how the new normal has brought new challenges and paved the way for new solutions. One of the ways you can help is effective digital marketing, including online advertising.
Below are some highlights from the seminar.
Knowing the new consumer
Consumers are constantly evolving and it has become crucial for businesses to be able to catch up with them and meet their new needs. As Bianca Cammayo of AdSpark, Inc. has said, the way to go digital is to understand the consumer and create a holistic experience for them.
She shared that a combination of the right content (message) and the right context (right channel) is her recipe for success, and you can only do that if you know your consumer. Listening to their wants and needs and reaching them on the right platforms at the right time is also crucial in digital marketing.
” It’s really like a matter of understanding what my consumer craves at 3am. Or what kinds of wish lists are teens actually planning? What vacation concept are we seeing now? And once we know that, we can deliver, ” Cammayo said.
Relevant pivots for food and hospitality marketing and management
For a business to select the right digital media solutions, the first thing to do is look at the big picture – what are the challenges and opportunities available to your business.
According to Yvette Tan, director of digital marketing for customer solutions at ABS-CBN, there are four areas in which tourism MSMEs can study.
The first is social media. Businesses can use this to provide personalized guest experiences and maintain customer engagement even when the property is still closed. The following is the content, a good example of this is how branded videos have become an effective marketing method.
The third is technology. An emerging trend in hotel marketing is the use of alternative reality (AR) and virtual reality (VR) to create virtual tours that help showcase the various amenities they have and the security protocols in place. Finally, there is research and development. Big data can help business owners identify customer and market trends so they can tailor their offerings and take advantage of marketing opportunities.
Silence can be deadly. When the pandemic hit, some brands chose to remain silent. And while reducing ad spend was a necessity for some, it could also be quite risky considering it could take three to five years for your business to regain brand equity and revenue, ” Tan shared.
Easy-to-use digital advertising solution
With too much noise on social media, it can be easy for businesses to drown. For those who need a push in the right direction when it comes to online marketing, an easy-to-use digital advertising solution is ABS-CBN DASH.
The ABS-CBN or DASH Digital Advertising Self-Service Center is a DIY advertising tool that businesses can use to
create and promote your online advertisements throughout the ABS-CBN network, reaching millions of Filipinos around the world. This advertising platform is easy to use, profitable and highly relevant for MSMEs that want their business to be seen. For as little as P500, anyone can start advertising on ABS-CBN websites and apps with this tool.
” We want to be a key partner of local MSMEs and their agencies in promoting their businesses, using ABS-CBN’s high-reach and attractive online platforms in the midst of the COVID-19 crisis and beyond this pandemic. ” said Harry Leonardo, Marketing and Growth Leader for Digital Products at ABS-CBN.
With years of experience in providing content relevant to its Kapamilya audience, through DASH, ABS-CBN provides its advertisers with innovative ways to reach potential customers, helping food and travel MSMEs to effectively market their services and offers.
Digital solutions to improve the traveler’s journey
Another relevant topic that was covered in the webinar is how MSMEs can be present at each step of the traveler’s journey. Frances Caluya, Globe Business Industry Marketing Director for Tourism, presented several digital solutions to help them do so.
Since the traveler’s journey begins even before guests leave their homes and lasts until the journey ends and they leave, Caluya shared that technology can be used to their advantage throughout the process.
An example is the use of SMS (short message service) for a personalized engagement. It may seem old school, but it’s still an effective way to reach guests. Hotels and resorts can send reminders a few days before the trip and share safety protocols. Caluya recommended the web-based SMS platform Amber that can easily automate and personalize text messages for customers using a personalized sender ID.
In terms of keeping customers coming back, he suggested a customizable online loyalty program like Rush that business owners can use to reward their customers through bonus points and benefits for re-transacting with their business.
” Digital solutions can truly benefit businesses at every stage of the traveler’s journey, from digital advertising early on to ongoing customer engagement when they arrive and ensuring their safety while enjoying their stay. Eventually, when they finish their trip and leave, hopefully you’ll have a way to get them back. ”
As every part of the customer journey now requires a digital transformation, these digital solutions can help MSMEs improve the traveler experience in their tourism establishment.
Partners for growth and success in the tourism sector
This webinar is part of a large initiative by Globe Business and ABS-CBN DASH. Seeing the effects of the health crisis on countless MSMEs, the two entities signed a partnership for a one-year collaboration to educate, sustain and lead tourism MSMEs to the success of digital advertising. With the technological know-how offered by Globe Business and ABS-CBN platforms with a wide reach, the collaboration aims to equip tourism companies with the appropriate digital advertising capacity to reach their target customers.
” More than being a connectivity and solutions provider, we consider ourselves one of your partners. Our goal is to support your business and join you throughout your journey as we explore ways to restart, recover and be on the road to digital advertising success, ” said Maridol Ylanan, Globe Business Director of Strategy and Marketing. MSME Group.
Through this partnership, companies can expand their digital advertising efforts to other platforms, such as ABS-CBN’s high-traffic websites and other online properties. He also hopes that digital advertising will be more accessible to MSMEs.
“ABS-CBN lives by its spirit of serving Filipinos and this transcends the service we are providing to our MSMEs in partnership with Globe Business,” said ABS-CBN Director of Digital Revenue, Mattel Soliven-Celestino . ” With Globe providing the tools and connectivity for our MSME partners, ABS-CBN through DASH aims to extend its high-reach platforms online by allowing our MSMEs to create their own Always-on digital marketing campaigns to increase levels of awareness of their businesses. ”
” We all want your business to grow with the help of the right digital tools. With Globe Business, MSME’s like you have digital tools and solutions designed for business that will help their business move forward, all prepared for the future thanks to the best-in-class network. ”, Globe Business MSME Group, Market Development Director Donna Paez added.
In the coming months, Globe Business subscribers and tourism business owners can expect more from their partnership with ABS-CBN, including learning content about digital advertising at Globe Business Academy and discount coupons for digital advertisements at ABS-CBN. DASH.
For companies in the food, travel and leisure sector, a key to recovery is adopting digital solutions that will better highlight your business and use them to make the traveler’s journey comfortable and memorable. With the help of this partnership between Globe Business and ABS-CBN DASH, any MSME can do this with ease.
To get started advertising with ABS-CBN DASH, visit their website. For more digital solutions, you can visit the Globe Business website or register here. #TourismsRoadtoRecovery #GlobemyBusiness
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