Remember Michael J. Fox in the 1990 movie "For Love Or Money?" Doug, a Manhattan hotel concierge, procured gifts, exchanged tickets and surprised guests with his care and knowledge of what they needed without them even realizing it. Today, Doug's services are in great demand in tourism marketing because anticipating and providing what consumers want before they ask for it has become expected. It makes the difference between a purchase and a "no sale" in this competitive marketplace.
A couple of examples emerged recently from mid-rate hotel companies. One involved Fairfield Inns & Suites (FIS), Marriott's mid-rate product. About to celebrate its 25th anniversary in 2012, Fairfield Inn & Suites was looking for a way to build awareness of its brand attributes (e.g., free WiFi, free breakfast, 670+ distribution, Marriott endorsement) to position this Marriott brand as the lodging choice for Boomer parents.
Of all our holidays in the U.S., I'd have to say that Thanksgiving is my favorite. Yes, it's a time for family and friends to gather, share stories, and create new memories together. But it is also a time for reflection-something we don't indulge in nearly enough thanks to our fast-paced, smartphoned, 140 character world.
The future of travel is about giving customers a better view of the world.