Alan Alda once said, "Have the nerve to go into unexplored territory. Be brave enough to live life creatively." In today's market, innovation is required by the employed, the unemployed and all industries. No one is exempt. As such, some in the travel industry are finding creative ways to lift spirits and increase business--even if it is deemed seasonal. Short-term incentives do not usually result in long term changes. However, we all need a lift and some fun.
British Airways asks "Why do you need to travel overseas for business?" The contestants who write the best essays will win a flight from NYC, Chicago or Los Angeles to wherever British Airways flies. In a move to change corporate opinion about travel, British Airways commissioned Harvard Business Review to conduct a survey which found that 95% of the people who responded stated that face-to-face meetings are a building block for long-term relationships. Will the award of a free flight bring a long term relationship with British Airways, or will the best price through your travel management company win in the competitive marketplace? Even though British Airways may gain relationships, sometimes it is the T&E policy that prevails.
Other unique marketing campaigns include qualifying for a free concert with British singer Natasha Bedingfield in honor of your favorite charity, provided by Starwood Hotels and scoring a free room upgrade by shaking your hips with a hula hoop for 20 seconds, provided by Kimpton Hotels. Or, if hula hoop isn't your preference, then you can also try your hand at rock, paper, and scissors. Are these amenities listed in our online booking tools?
All of these activities remind us of simplier times. So, find your Strunk and White book, No. 2 pencil and good luck.
Fun and laughter builds relationships; let's hope that everyone who wins these awards will remember the suppliers who embraced the creativity and innovation.
For more information, please visit their websites:
British Airways: http://opportunity.ba.com/
Starwood: http://www.starwoodhotels.com/westin/about/news/news_release_detail.html?obj_id=0900c7b980b2287d
Kimpton Hotels: http://www.kimptonhotels.com/pdfs/press/Playground-0509.pdf
USA Article: http://www.usatoday.com/travel/hotels/2009-07-20-customers-hotels-airlines_N.htm
Debi Scholar, CMM, CMP, CTE, CTT
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