It is vital that with any business you are aware what is going on ie changes that affect your sector, be it locally, regionally, nationally and even these days, internationally. This will enable you to keep abreast of developments that affect you and your business.
Locally, you need to know what initiatives, changes and projects are currently operating and more importantly what is happening in the near future, especially through the regeneration programme in Blackpool. This will help you and also your guests to whom you will be able to pass on the information. Gather information from areas close by to display as an alternative to Blackpool, and encourage your guests to explore further afield, yet stay with you.
Regionally, you will need to find out who might be considered to be your near competitors outside Blackpool, yet still within the Northwest region ie Southport or Morecambe as seaside resorts, but also the likes of Manchester and Liverpool – tourist destinations in their own rights and very heavily marketed these days.
Nationally, large events like the 2012 Olympics in London often impact on potential visitors outside the obvious towns and cities involved. Use these events as an opportunity to target. How much business nationally comes to Blackpool as a tourist destination and can you access some of it? Look and see how other resorts across the country ‘tick’ – access their tourism websites and do some research to help you and your business.
Internationally, with the development of Blackpool International Airport on the doorstep, and the emergence of new destinations growing all the time offered by the low cost airlines, further opportunities arise for marketing and advertising both with your website and its links, and the opportunity to possibly having your advertising material printed in more than one language. It can then be sent to the destinations served by the airlines in order to encourage incoming tourists to the resort. Contact the airlines themselves and talk to their marketing teams.
Sign up for Email updates from local tourism offices, and continually research. It can be very interesting and new ideas can easily be sourced. Create a newsletter relative to your business for distribution to all current and future guests
You can get further information on being kept informed from the following sources:-
Trade Associations
Contact the relevant Trade Association in the town for advice and help
Tourism Agencies
The local Tourist Information Office should be able to give you much ‘What’s On’ local information both for you to be aware of, and for your guests to enjoy. Or go to www.visitblackpool.com
Tourism Publications
Magazines specifically for the sector are always available eg. Caterer and Hotelkeeper; Bar, Hotel and Restaurant; and Hotel Business
Do some research to find out what is happening in the town, if nowhere else. Think about it not just for you and your business, but for the sake of your potential guests. Understand that guests want to know what is happening in the town both at the moment and in the future
Locally
Regionally
Nationally
Internationally
- Airlines using Blackpool International Airport
- Websites from international holiday resorts served by the airlines