Slide 1:How to PackageHow To Develop and Market Dynamic Packages

Presented by Rosemarie Reyes

Slide 2:The keys to packaging better!

Where to go for the tools to build your own dynamic packages Find valuable exposure worth thousands of dollars Find out who is your best advocate and partner on the road to dynamic packaging

Slide 3:Dynamic Packaging – the facts

Online packaging for independent travelers and groups using specialized content Traveler or group leader creates their own package with dining, cultural and shopping components In 2008, More than 50% of all US travel was sold online

Slide 4:Travel Trends for 2009

Social Media – 1/3 of America travelers will consult advisory travel websites like tripadvisor.com when planning their vacations. 76% of Americans feel they need to reduce stress – growth of Spa Getaways, Shop & Spa Girlfriend Getaways increase in popularity as a way to reduce stress Educational Tours – 34% of Americans plan to learn something while on vacation. International markets showed positive results for the most part, the exchange rate contributing to marked increases.* Despite current economic conditions and lagging consumer confidence, the forecast shows that leisure travel volume remained stable for 2008 (-0.2 percent) and is expected to decline modestly in 2009 (-1.3 percent). * Source YPB&R 2007 Study Hospitality Industry Trends 2007 *TIA 2008 Outlook Forum

Slide 5:Why Shopping is the anchor of your package…

SHOPPING AND DINING are the top activities of travelers in the USA CULTURAL & HERITAGE Tourism is #3 Tourists Spend 4 to 10 times more than local shoppers and eat out 3 times each day! Tourism= new sources of business for retailers and restaurants Retail= new sources of tourism partnerships for DMOs and tax revenue for cities and states

Slide 6:Who are you packaging for?

WHO is the Shopper Tourist? 9 out of 10 Tourists who make it a point to shop while on vacation. WHAT do they shop for? Apparel, electronics, collectibles, jewelry, unique items with a sense of place WHEN and WHERE do they shop? Throughout trip, prefer shopping centers and outlets, downtowns, Museum Stores WHY do they shop when then travel? They’re relaxed with time and budget! Also want to extend their travel experience

Slide 7:Development…your tools

A shopping center, outlet center, long-term merchant and/or nationally known brands Value-added offers using clever and appealing items Cultural, Attractions, Culinary Partners Regional, specific items that make you stand out from the rest

Slide 8:It’s easy additions that make it work!

Slide 9:Want more package? Add to the mix…

Slide 10:Getting outside help…Look no further than your local DMO and Shop America partners

Their members = opportunities with new package partners like: Transportation to your center Hotels-- Shop & Stay Great restaurants, spas, museums, attractions

Slide 11:Next…Logistics

Redemption Center – Customer Service or Concierge desk is the first stop

Slide 12:Point Person

Marketing person who understands tourism Key contact to monitor activity, receive sales reports, prepare packages, replenish supplies of giveaways, provide customer service, manage billing

Slide 13:Shop America Tours – your partner!

Shop America Tours will help you develop package components, write marketing copy, create competitive pricing Shop America Tours sells and markets your package to over 35 qualified tour operators plus gives you solid advice on how to do it for yourself Shop America Tours maintains a pick up report to let you know who sells what tour and a database of clients updated frequently

Slide 14:Shop & Show Las Vegas

Slide 15:Is your package a good value?

Compare retail values to final pricing Shop & Show/Blue Man Group sells for $129 per person. The total value exceeds $200! Would you buy this package?

Slide 17:Shop & Play – Woodburn Company Stores (Portland Oregon) Retail Price $15 Package includes: Woodburn Company Stores Preferred Shopping Card & center directory Woodburn Company Stores tote bag Complimentary Cubic Zirconia earrings, jewelry cleaner and cleaning cloth from Ultra Diamonds (a $60 value!) Tall, flavored, one-shot drink and a cookie from Java Crew (a $4 value) Woodburn Company Stores souvenir gift (a $10 value) 

Slide 18:Great packages! Now what?

Marketing and promotion of your package to consumers and the trade. You can… Promote on your website Link your site to Shop America Tours Link your site to your local DMO’s site Sell your package at tourism trade shows Co-op with like-minded partners to sell Work with Shop America to promote your packages to major tour operators

Slide 19:Partner with Shop America and USCHT Marketing Council !

Slide 20:Shop America Alliance Mission

Represent the premiere shopping and dining tourism destinations in America. Promote Shopping, Dining and Cultural Travel as the top Tourism Activities. Develop win/win partnerships with tour operators and travel partners.

Slide 21:Shop America Partners

More than 200 of the top Shopping Centers, Outlets, Retailers, DMOs and resources. More than 35 of the world’s leading tour operators, AAA and online travel partners. SAA is an active member of US Travel Association (formerly TIA), Luxury Marketing Council, Southeast Tourism Society, International Culinary Tourism Association, National Tour Association (NTA) and US Cultural & Heritage Marketing Council

Slide 22:Shop America Sustaining Partners

Chelsea Premium Outlets Craig Realty Macerich Museum Store Association Shop California/ California Travel & Tourism Commission Shop Florida/ VISIT FLORIDA Shop Las Vegas/ Las Vegas CVA Shop Orlando Shop Texas/Texas Tourism Taubman World Class Shopping

Slide 24:SHOP AMERICA TOURS PACKAGESMore than 200 packages in 40 US citiesAt malls, outlets and department stores plusMuseums, Wineries, Aquariums, Farmer’s Markets, Gardens…

Shop & Play Shop & Dine Shop & Dine Gourmet Shop & Beauty Shop & Spa Shop & Shuttle Shop & Ski Shop & Show Shop & Symphony Family Fun Pack MACY*S Star Shopper CultureToursAndMore LuxeShopTravel

Slide 25:ShopAmericaTours.com

Slide 26:Kathy Anderson to present all about new website on TuesdayKathy Anderson to present all about new website on Tuesday

Slide 27:*2008 SALES increased 14% over 2007. *More than 35,000 packages sold to date at ShopAmericaTours.com and through travel partners including Expedia, Travelocity, Orbitz, Mark Travel, Viator, MLT, Gray Line and more *Shop America Tours pays net cost to retail/dining partners and collects from tour operators who earn commissions

Shop America Tours

Slide 28:*Currently in English and Spanish and Japanese *Official contracted content provider for TIA’s new DiscoverAmerica.com providing direct link from city pages to ShopAmericaTours and CultureToursAndMore pages *Consumer marketing via Shop America Magazine distributed via AAA/CAA clubs and in the UK via Essentially America and in Mexico/Latin America via Swishy Magazine *Travel Trade Marketing to leading OTAs and traditional tour operators via 15 major travel trade events

ShopAmericaTours.com

Slide 29:Optional Customized landing pages

Link from partner web sites

Slide 30:Shop America Magazine – Global Reach!

Shop America Magazine celebrates two of the country's greatest passions: Shopping and Travel with Cultural Travel Features 100,000 circulation in partnership with over 30 leading AAA/CAA Clubs Bonus distribution in U.K. through Essentially America and Latin America through Swishy Magazine Published twice annually = advertising support for your packaging efforts!

Slide 31:Perfect Your Tourism Packages: with Shop America’s “P” Principles

Personal Perspectives Positive Process-- Collaboration “Picture Perfect” Packages Plan to include: Positioning, Packaging, Promotion, Publicity & PR Performance review to Pinpoint results Patience

Slide 32: Thank you! For More Info please visit ShopAmericaVIP.com ShopAmericaTours.com CultureToursAndMore.com USCHT.com

How to Package - How To Develop and Market Dynamic Packages