Are You a Traveler’s Legend?

I recently complimented a meeting planner on her jewelry. She didn’t stop at ‘thank you.’ She regaled me with an epic tale of her meeting at the Renaissance Hollywood Hotel, the marvelous lunch she had at Wolfgang Puck’s restaurant and her accidental discovery of the necklace in a courtyard shop. She went on to describe the hotel’s amazing service and its beautiful art and sculpture collection.

One compliment unraveled Scheherazade’s story.

My friend is not alone in turning travel into legend. If you ask most travelers about a trip they enjoyed, the joys are etched in their memories. They delight in reliving the adventure by sharing details.

I think about how my sister and her husband’s fascination with Massanutten, VA has now inspired five different families to vaction there, including ours.  We borrowed travel publications they’d saved, visited the water park, had dinner in “their” barbecue restaurant and visited the Heritage Market and the caverns they recommended. We also explored on our own, but their memories were a springboard for our trip.

Susan Ackerman, the owner of Gift Ferrys, a charming gift shop in Fairport, NY, shares the story of how, on several occasions, canal boaters stranded at other ports by bad weather have rented cars just to visit her store. When she inquires how they discovered her, they tell of other boaters who recommended her. Susan and her store have become legendary.

So how do you become a Travel Legend?

1. Engage the Traveler – A great vacation is about the people one meets as much as the places. When a traveler visits your business, ask “How did you find us?” “Where are you from?” “Where are you staying?” “What are you looking to do here?” “Can we help you find anything?” “Do you need any recommendations?” Most travelers want interaction. They want to discover more about where they’re visiting and to share information about themselves.

2. Provide services – Set up a traveler’s corner or rack with local information, maps and calendars of events.  Keep the numbers of other services that might be needed such as bike rentals, restaurants, car services or wine tours. Offer shipping and/or special packing materials to protect valuables.

3. Promote other local merchants – Travelers want experiences they can’t find at home. Steer them toward other great local businesses—restaurants, shopping, attractions—that cater to the traveler.

4. Help Travelers remember you – While it’s tempting to simply put a business card or brochure in a bag, these items get discarded. Consider instead, an inexpensive item that will carry your business’ branding, act as a souvenir and that can be referred to when travelers want to send others your way. One musical instrument shop gave away branded guitar picks that became so popular the shop also began selling them. How about a charter fishing business that gives travelers an imprinted fishing lure? The winery offering a branded stopper would be a hit. Such items are marketing investments that go home as valued souvenirs and help create legends.

What will you do to make your business legendary?

QUESTION: How have you benefited from travelers’ positive word-of-mouth?

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Explore posts in the same categories: Customer Service, The Value of Tourism/ROI, Tourism Infrastructure

Tags: Customer Service, souvenir, travelers' word-of-mouth, viral marketing, word-of-mouth

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