“How Caribbean Travel Literature Powers Tourism” explores the evolution of travel writing and its impact on travel and tourism in the Caribbean. Todays’ traveler is looking for meaningful and transformative experiences, and travel literature is the key to discovering real meaning and culture. It explores the psychology of place, people, and culture, exposing uncomfortable truths with valuable insights into people, place, and history.
The blog How travel literature evolved reviews the writing and thoughts of leading literary masters, such as Paul Theroux. It delves into the classic Caribbean literary artist like Barbados’ George Lamming, Trinidads’ V.S, Naipaul, and St. Lucias’ Derek Walcott. It shows how travel literature is no longer a showcase of the best features of a destination but an essay of the psychology of place, time, people, culture, and history.
The Real Purpose of Travel
Travelers travel to escape, to have fun, and to learn. We learn by understanding differences and appreciating cultures from an intelligent and aware point of view. A view that is inclusive and accepting of other people and customers. It may be fiction and non-fiction, essay, poetry, memoirs, biographical accounts, and first-person narratives that search for the heart and soul of a destination. Travel lit opens up new frontiers withvagabond, footloose and fanciful stories about faraway places, and local communities.
Rogues In Paradise Compared
How Travel Literature Evolvedis also a contextual review of the book Rogues in Paradise. It compares and contrasts Rogues to others travel books including Bill Brysons, illustrating the differences in approach and treatment of the characters.
Rogues in Paradise is a masterful example of How Travel Literature Powers Tourism. It paints a compelling story of people, lifestyles, and history with wit and subtle humour. At the same time, it is a provocative narrative of a troubled past with lessons on humanity and inclusion.
Learn more about how travel literature evolved and how it powers tourism click here >>>
Video-CaribLit: Caribbean Travel Literature &Tourism
The Story Behind Rogues in Paradise is the Story of the making of Rogues in Paradise. It is almost as intriguing as the book itself.
The Book Rogues in Paradise is the upcoming true Caribbean saga by Ian R. Clayton that is abuzz in the Media. Reviews say it sets a new standard for travel literature as it combines journalistic research & reporting,lyrical storytelling, history, place, and culture with travel memoirs and literature.
In the latest Blog about Rogues in Paradise, Clayton explains:
“After 20 years of travel blogging and developing the very first Caribbean Digital Tourism Encyclopedia, I set out to describe the people of Barbados and capture their wit and humour. What intrigued me most was why, after centuries of slavery, Bajans were so inclusive, welcoming, and full of fun. I wanted to capture and understand the special characteristics of these remarkable people. In the process, I started a life journey with more books on character and meaning to come.”
WEBSITE, a best-selling book on Amazon, was the first in the series “Marketing Hotels & Tourism”. It is a chronicle of how to build, repurposed, optimize and re-focus your website as a vital part of an overall integrated brand strategy.
WEBSITE incorporates two decades of wisdom and shares essential resources and knowledge for the digital age. This is a very timely book as tourism struggles with its most significant decline in the history of travel and the uncertainty in the age of the COVID-19 pandemic.
The future of hotel and tourism marketing is digital. Everything is going online. The COVID-19 curfew saw more business going to the internet that ever before. Automation, integration and intelligent systems are the order of the day for now and into the future.
Travel is becoming more and more driven by Artificial Intelligence and countless updates to search and social media marketing. RankBrain, Voice and innovation in every aspect of tourism will predominate. Search ranking, advertising and marketing will see a greater emphasis on Websites as they become a vital asset of the brand. This requires a re-focus and rethinking of integrated design and brand strategy.
Your WEBSITE is Essential to Your Brand Success
As marketing, media and technology become more integrated, brands are under increased pressure to differentiate and personalise in the face of major changes and the dominance of Search Engines, OTAs and Social Media operatives. Too frequently small business owners think: “I do not require an internet website. OTAs and social networks have replaced the need for a brand’s own website”. This is not prudent reasoning. OTAs and Social Media are brands that, above all, promote themselves. If you are not cautious, your brand will become a commodity.
It is prudent to be prepared and employ appropriate website strategies that will build your brand. Get ready now and implement the effective Branding & Website Strategy After Covid19.
In fact, Google Search, YouTube, and Cloud drove Alphabet’s revenues up 13% over the same period a year ago. Not many companies had that sort of experience, which just goes to show that Search is a key criteria in troubled times and is vital for your website and brand. Travel ads have taken a hit and that is going to be reflected in the next quarterly report. For example, Expedia Group Chairman, Barry Diller, advised that, “it would most likely spend just a fifth of its annual advertising budget during 2020.” In spite of this, it is important to note that, while total ad revenue was down, people are still looking for organic search results.
The book, WEBSITE, explains why it is important for hotel and tourism companies to get listed and get found on Google. It provides illustrated examples and case studies of what works and why.
Google Reduces Hotels Ads Commission to 5%
In a goodwill effort to help hotels and tourism operators during the shutdown of tourism, Google has lowered its Cost Per Action (CPA) on Search to 5%. This option is in the menu – Dashboard > CPA Cockpit.
It is not permanent and is expected to expire sometime in the next few months. In the meantime, it’s a significant move for hotels to get onboard Google Hotel Ads now and check it out.
Commissions pay-per-action (CPA) gives you a percentage of booking value only when a traveller books your hotel. This is now an option in Hotel Ads where you pay for the ad by commission of a cost per click. See details at https://support.google.com/google-ads/answer/9244120.
Tourism After COVID-19 Recovery
As I introduce this video, we are still in the curfew days of COVID-19. Tourism will certainly recover and now is a great time to discover more about marketing in the digital age.
The future will be all online and technology-driven. Technology does not have to be confusing. It is simply a tool to help you cope with the increasing complexity of marketing and an increasingly integrated age.
WEBSITE is an easy to read conversational book that strips away jargon and makes it all easy to understand.
To help everyone understand the technology, I am offering the digital version of WEBSITE (eBook) free of charge on Amazon.com.
The first FREE Amazon Days are April 27 to May 1.
The eBook can be read online with any browser.
It can also be read on your phone, tablet or iPad.
It can be downloaded along with a free Kindle Reader and read on any computer.
An Evolving Landscape
Of course, it is an ever-evolving landscape. In the height of the lock-down, some interesting trends have emerged. An example is the surge in online activity and virtual meeting.
Zoom, the online webinar, sharing, video conferencing and meeting software, has soared during the pandemic. Users are spending more time sharing screens and having virtual birthday parties and meetings of all kinds. It’s an example of how the internet is more vital that ever. Also of interest is the fact that Zoom reached out to Oracle to meet the extraordinary demand for its cloud-based service. Amazon and Microsoft did not measure up, they say. That says a lot for the status quo. Source: CNBC
Everything can change!
We will be following trends and research and giving all “WEBSITE” and “DIGITAL MEDIA” book buyers access to our free membership, along with current updates. This will include the latest from top research sites such as FocusWire, as well as leading strategists in tourism and hospitality.
For all who get the book now – it’s Free and you can also take advantage of the free access to bonus content which you can find at:
I will be adding content related to Post-COVID-19 strategies. See latest updates on Marketing Hotels and Tourism Online – Markhat
The Caribbean is looking at a soft opening of hotels that are currently closed by August. The Caribbean Hotel and Tourism Association (CHTA), is taking a proactive approach to opening up tourism ASAP. “CHTA’s survey of members, which was completed on April 15th, also shows that 69 percent of the region’s hotels, which are presently closed, anticipate reopening between now and the end of July.” All this depends on the public being willing and able to get on an airplane and travel beyond the confines of home. Some may consider the Caribbean and other resort island destination to be safer than home.
In fact we have seen a spike in traffic to Barbados in the early stages, as travellers rather liked the idea of being in their villa on the beach. St. Lucia is exploring the idea of “enhancing peace of mind” by creating enclaves and hotel where the staff live on the premises rather than travel freely on the island. This, in conjunction with increased testing and top medical facilities, may well encourage travellers to escape to the islands.
As they say at CHTA: “Now is the time to take a critical inventory of all aspects of our business operation from the eyes of the traveller and to ask ourselves, ‘are we providing peace of mind’?”
Creating Peace of Mind
Are your health safety protocols considering every possible encounter point between employees, with guests and suppliers and vendors who are on property? What measures are in place to demonstrate health safety procedures during check-in and checkout, in the elevator, around the pool and beach, in the restaurant and around the bar and nightclub? Are your guest activities and amenities ‘safe’? Do you need to suspend certain activities like spa services for now? Source: CHTA Resource Center
PhocusWire asks the question: what if their was a better way to travel? It is a provocative question that challenges the time-wasting and herding inefficiencies of the entire air travel process. It asks how can we improve speed and efficiency so that we are not herding people through check-in, security and immigration processes for the air travel experience:
What may happen if the existing travel process can be revolutionized to reduce congestion.
Why not have passengers screened even before arriving at the airport?
Can airport queues be avoided, even during peak hours?
The current airline travel experience makes it extremely vulnerable to the spreading of viruses. New systems are required to make travel more resilient in a pandemic crisis. The solution may well transform travel and tourism globally with significant benefits in reducing overtourism and making it more sustainable. Modern advances in AI, mobile computing, data analysis and applied bio-metrics can make this a reality. Source: https://www.phocuswire.com/Airport-of-the-future-Coronavirus-part-1
This is a handy Door Poster that you can print out and leave for delivery services. We will continue to see a great increase in all forms of shopping online and all have to be delivered or picked up. Hope this helps. E-commerce is now essential and online commerce and adverting has already overtaken all other forms of media. The future is digital, that means online and in the cloud. Source Markhat – Digital Media Now!
Deep Thoughts on “Design Thinking” Reveals Fatal Mistakes in Branding
A deep dive into “Design Thinking” in the age of intelligence.. Modern Websites are the pivotal point of the entire branding & marketing process. Magcloud’s magazine http://webstrategy.digitalmediaebook.com reveals insight of Power Marketing. It shares the latest strategy for building messaging and image that is powerful throughout all media. The magazine article also showcases critical marketing mistakes that many marketers make.
Video Design Thinking Magazine –
This report is available in printed magazine format on MagCloud
The new Website Design Thinking asks: what is the purpose of your website? Is it to get more bookings or help people understand more about your brand? Maybe it’s to get prospects to take some specific action. Whatever it is, you may be barking up the wrong tree. You have to start by really knowing your prospects’ mind set. Why do they come to your website? Is it because of a promotion you are running? If so, do you have the message on the page they will land on? The landing page must be what they call ‘native’. It needs to complement the promo and give users the options they want.
In the travel business, travellers do a pile of research. First of all, to decide what kind of vacation they want – Summer, Winter, Active, Relaxing and the list goes on. Then where to go – which destination. Next, what sort of accommodation and what can they do.
Understanding all of this is part of the discovery process pioneered by Diego Rodriguez, CEO of the Power Marketing Consultant Network (PMCN). Once you get a handle on what your prospects want then you can engineer the site to convince them that you are the right place for them to be. It’s now time to mesh that with what you want them to do. Given that the decision process is arduous and convoluted, you certainly want to give the right impression.
Are Your Prospects Ready to Buy/Book? 95% or more of travellers will not buy on their first visit to your site – that is just a fact. In many cases, the best you can do is impress them and hope that they will remember you. Possible actions you might encourage are: calling, leaving contact info, watching a video, reading an article, asking a question, downloading a brochure/research paper, or booking a vacation. It’s not always that easy to know what is best but the questions asked in the Discovery Process will bring clarity.
What Do You Want Visitors to Learn? No one will understand what makes you special and your Unique Selling Point (USP). Your website is where you can explain what makes you different. Explain it in a way that resonates. The Website Strategy Process (WSP) will guide you to uncovering your special place in the market. It is not a trivial task. In some cases, it calls for a total re-branding of the business. You may need to change the name, the brand and URL (website internet address).
Unique Selling Points
Benefits! All shoppers what to know what the advantage is for them. Why should they stay with you rather than at any of the other places? The #1 benefit is the #1 hot button.
If you are catering to celebrities, the very affluent or the persons who do not like to be the center of attention, Privacy, Space, Quiet and an unassuming attitude are vital. Maybe you are catering to Mindful Souls who like Mindful Holidays.
Comparison! Most shoppers will want to know how you compare in value to other options. It is never a bad idea to group yourself and promote in the channels that you competition is in. Aligning your property with the winners in your niche reinforces the distinction and builds trust. Of course, you need to point out your distinct advantage and value proposition. It may be price but it is far better to build a message around value.
Objections! Many travellers will have some uncertainly, lack of trust or hang ups with regards booking the wrong place. Your message should deal with these objections. For example: small hotels and guest houses feel they are at a disadvantage in competing with large OTAs like Booking.com. To counter this, a property can display its awards, great reviews and affiliations with the tourist board, among other things. This will give prospects a sense of security. Again, the WSP will help you build the right message and hot buttons.
Benefits, Comparison & Objections are the material of Hot Buttons. Get these right and you are on you way to strategic messaging that will power your website forever.
It’s Not About Graphics
With the Website Strategy Exercise, the idea that becomes very clear is:
The Message Comes First
When you have a clear idea of the message, you can implement the navigation in a way that builds on the message and guides users to the relevant page that will inspire them to take action. Graphics help in the process but putting graphic design first is a critical error. It must always be the other way around!