Reshaping International Market Accommodation Sales & Marketing for COVID-19 Recovery
Explore a template for enhancing international sales by adapting to diverse customer needs, clarifying offerings, and showcasing unique selling points. Drive recovery through effective branding, room categorization, and local experience promotion in the post-COVID era.
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RESHAPING THE SALEABLE EXPERIENCE FOR THE INTERNATIONAL MARKET ACCOMMODATION TEMPLATE COVID-19 SALES & MARKETING FOR RECOVERY DRIVING INTERNATIONAL SALES Attention | Interest | Desire | Reassure | Action Connect | Inspire | Empathise | Clarify
A picture containing drawing I Description automatically generated I DRIVING INTERNATIONAL SALES INTRODUCTION The following template can be used to reshape your saleable experiences for the international market. Before using the template, please refer to the accompanying document Good Practice Example Experiences for the International Market Accommodation In the example document note: How room types are itemised and how pricing is issued separately to customers The business includes a list of the local experiences that they and their team like to do themselves, thereby creating referral business for local tourism partners. Please be mindful of the needs of International Markets Any words that cannot be clearly understood by an international customer must be explained. For example hurling (an ancient Celtic game), boxty (an Irish pancake made with potato) and carrageen (a seaweed) Similarly, measurements should be shown in imperial and metric formats to meet the needs of diverse International Customers The international saleable experience should clarify the offering from the perspective of the International Customer. Connect | Inspire | Empathise | Clarify 2
I DRIVING INTERNATIONAL SALES 1. Insert Destination Experience Brand 2. Insert your business brand and choose an excellent header image that reflects your business offering 3. Define the Unique Selling Point (USP) of your tourism experience with one sentence and key words that are compelling for an international audience 4. Insert a paragraph that enables a third-party business to refer/sell your tourism business. Rather than one long paragraph, it is useful to break the text into a short paragraph and highlights, so that it is easier to understand and read. Please explain any individual words in brackets that may not be clear to an international customer. 3
I DRIVING INTERNATIONAL SALES 5. Clearly itemise your room types in the grid below Please include measurements in imperial and metric formats. Guest Rooms: Example Name Room Type 1 Name Room Type 2 1 king size bed or 1 double & 1 single bed, bathroom with bath and overhead shower | 258 SQ feet | 24 SQMs 1 king size bed or 1 double & single bed, bathroom with bath and overhead shower |ocean view |258 SQ feet | 24 SQMs Name Room Type 3 1 four poster bed | Ocean view sitting area | Dressing area | Bathroom with bath and walk in shower | 269 SQ feet | 25 SQMs NOTE All guest rooms include Elemis luxury toiletries | Nespresso coffee machine| Nightly turn down service | Complimentary still & sparkling water | Full Irish breakfast | Complimentary access to the seawater pool, sauna, gym, hammam & relaxation areas 6. Itemise what you love to do in your destination/area (approx. 5 experiences) 7. Say what you love about your destination 4
I DRIVING INTERNATIONAL SALES 8. Add strong imagery to blank spaces in the document to reinforce the offering 9. Ensure correct contact details are included. Please ensure that telephone numbers are noted with Ireland s international telephone dial prefix +353 10. Format the document to ensure all is clear, in order, on the correct page and that pages are numbered. 5
