DMO | Owen Organization

Back to the Brewery……

Back last year we visited Asheville, North Carolina and I wrote about our experience visiting the Sierra Nevada Brewery (See Here) It was great and of course on a return visit this year we felt obliged to go back and check that it was still as good. It was. The restaurant was still serving great food and accompanying it with excellent beer. The store was still selling beer related souvenirs and take-home bottles, six and twelve packs and the ubiquitous Growlers.

We also decided to check out the competing New Belgium Brewery. New Belgium has similar history to Sierra Nevada in that its origin are in the west – Colorado this time, rather than California – and that it was born out of the craft beer movement when beer lovers became disenchanted with carbonated, chemical drinks pushed at us by the big brewers. Similar movements have taken place around the world, notable being the Campaign for Real Ale (CAMRA) n the UK, which subsequently spawned the annual Great British Beer Festival. Suffice to say though that Craft Brewing is spearheaded around the world by excellent US breweries and their beers. However back to New Belgium…..

The New Belgium Brewery is smaller than its Sierra Nevada comrade but none the worse for that. It has a different vibe, just a little more relaxed on the tourism front. The tour is of course free to tempt the faithful to identify even more closely with the brewers. Their maximum number of tour members is 20, but on our tour there were only 5 plus the tour guide, Lucy. Lucy was part of the Brew Team and was certainly knowledgable about the process, history, culture and products. There is a great sense of fun in the organization with employees being given a New Belgium bike after a years service and things like a slide to get from one level of the plant to another – see the photo! New Belgium is an employee owned company and so is unlikely to be absorbed into one of the Big (Chemical Producing!) companies. Unlike Sierra Nevada where the tasting session takes place at the end of the tour, New Belgium indulges visitors with tastings at strategically placed ‘bars’ throughout the plant. The tour ends being dropped off outside the tap room and gift shop (of course) and the Sierra Nevada full scale restaurant is replaced by a Food Truck which is really VERY good.

Which was best? Neither. They are both professional, fascinating and well worth a visit. If you’re going to the area, please try both. Not just from the beer tasting point of view, but to look at how an industrial process has been turned into a tourism opportunity.

Down here on the northern Gulf Coast we have also been absorbed by the Craft Beer movement in recent years. Both the tourists and of course the locals have been calling for something other than mass produced fizzy chemical water. Our large Military contingent along the coast has contributed to this, as they know their beer!

Without too much research you can find 13 craft breweries between Pensacola and Apalachicola. These are virtually all paired with good restaurants and all sell their own beers and the souvenirs aimed aimed at their followers. A good number have formal brewery tours, an I’m guessing that that those that don’t could happily arrange a meet up with their Brewmaster on request.

Of course this is another tourism opportunity for our Destination Marketing Organizations to jump on. The Emerald Coast Beer Trail (I’ll happy donate that title to the cause in exchange for a glass of IPA) could have tourists visiting sites right along the coast. Perhaps some sort of treasure hunt collecting stamps at the different locations, with a prize for getting all of them? Nice Marketing at it’s best and simplest, appealing to Millennials, Boomers and Foodies at the same time. The other thing to mention is this is a year round activity, and it isn’t dependent on the weather.

Just to help out here’s a list of the local Northern Gulf Coast Craft Breweries that I’ve found.

Pensacola Bay Brewery
225 E Zaragoza St
Pensacola, FL 32502-6048
(850) 434-3353
www.pbbrew.com

McGuire’s Irish Pub & Brewery

600 E Gregory St
Pensacola, FL 32502-4153
(850) 433-6789
www.mcguiresirishpub.com

Gulf Coast Brewery LLC
500 E Heinberg St
Pensacola, FL 32502-4145
(850) 696-2335
www.gulfcoastbrewery.net

Ye Olde Brothers Brewery
4458 Highway 87
Navarre, FL 32566-9658
(850) 684-1495
www.yeoldbrothersbrewery.co

Props Craft Brewery
255 Miracle Strip Pkwy SE Unit B19
Fort Walton Beach, FL 32548-5833
www.propsbrewery.com/

McGuire’s Irish Pub and Brewery – Destin
33 Highway 98 E
Destin, FL 32541-2309
(850) 654-0567
www.mcguiresirishpub.com

Destin Brewery
505 Mountain Dr Ste N
Destin, FL 32541-7334
www.destinbrewery.com

3rd Planet Brewing
120 Partin Dr N
Niceville, FL 32578-2053
(850) 502-9952
www.3rdplanetbrewing.com

Grayton Beer Co
217 Serenoa Rd
Santa Rosa Beach, FL 32459-6099
(850) 231-4786
www.graytonbeer.com

Idyll Hounds Brewing Company
845 Serenoa Rd
Santa Rosa Beach, FL 32459-5019
www.idyllhoundsbrewingcompany.com/

Nivol Brewing
483 N Richard Jackson Blvd
Panama City Beach, FL 32407-3647
(850) 249-1150
www.nivolbrewery.com

Uncle Ernies Bayfront Grill & Brew House
1151 Bayview Ave
Panama City, FL 32401-1452
(850) 763-8427
http://uncleerniesbayfrontgrill.com/welcome/

Oyster City Brewing Company
17 Avenue D
Apalachicola, FL 32320-1801
www.oystercitybrewingco.com

If I’ve left anyone out, please let me know!

The brewery is built on the site of an old circus.

After a year of service each employee gets a bike.

Daily News TALKING TOURISM: A layman’s look at how bed tax works

This column was published in the Northwest Florida Daily News on Sunday March 2, 2017.

I’ve been asked a number of times to explain how bed tax, or Tourist Development Tax, is used. There also have been some letters suggesting that it be used for items or services that aren’t currently covered, so I thought a brief explanation might be useful. Please bear in mind that I’m not a lawyer, but it would appear that even some lawyers can’t agree on the interpretation of some bed tax clauses, so I’ve gone with what the TDCs, tax collectors and others usually use.

You may remember that bed tax was set up to be charged on short-term rentals in designated tax areas. Some counties implement across the whole county (Escambia for example) while others have specified tax areas (e.g. Okaloosa and Walton). The tax is collected by the rental companies and hotels, and paid to the tax-collecting body of the county. Owners can pay direct to the county, too.

You can read the rest of the column HERE

Daily News Talking Tourism: Visit Florida not out of danger yet

This column appeared in the Northwest Florida Daily News on Sunday March 25, 2017

A few weeks ago I wrote about the challenges to Visit Florida that are taking place in the Florida House of Representatives. Here’s an update.

Rep. Paul Renner (R – Palm Coast) sponsored the bill, initially proposing to abolish Visit Florida. After massive protests from the tourism industry, supported by Gov. Rick Scott, the bill was changed for the continuance of Visit Florida but with a much reduced budget (down from $76 million to $25 million) and the imposition of very strict rules that in effect would stop Visit Florida competing against other U.S. states or foreign countries.

You can read the rest of the column HERE

March Newsletter

For those not on our mailing list, here’s the March newsletter!

Last month, we discussed how some politicians in Tallahassee, the Florida State capital, were playing politics with the future of Visit Florida, the State’s destination marketing organization. That fight isn’t over as we’ll report.

This month other politicians both here in the USA and in other parts of the world are having influences on tourism in ways they cannot predict.

Good news however is that Culinary Tourism is booming. Read on….

Political shenanigans

The move by Speaker Corcoran to de-fund Visit Florida continues, although he has indicated that he no longer wants to close the organization down, merely to limit its ability to operate and drastically reduce its budget. Governor Scott is fiercely fighting this along with the Tourism Industry and it would appear, members of the Senate. The fight is not over and if you’re involved in the industry in Florida, I urge you to a) contact your representatives to support Visit Florida and b) attend Tourism Day in Tallahassee this month to lobby in person. Please contact me if you need details of how to attend Tourism Day.

In what promises to be a difficult year for international tourism, further obstacles are being dreamt up by politicians on either side of the Atlantic.

The strong US dollar has the potential for discouraging European tourists in particular from visiting the USA this year. Some of those European economies are not strong currently and the USA could be expensive for them.

We now have the three year-old dispute between the EU and the USA over visas. The EU parliament consider that the countries of the community should be considered as one (that has resulted in the UK wanting ‘out’ with their Brexit vote), although the US still recognizes individual states. The US has refused to allow some EU states access to the Visa Waiver Program which allows visa free travel into the US. Poland, Croatia, Bulgaria, Romania and Cyprus don’t meet the US security requirements. The EU has said that either the US accept these countries or all US Citizens will require visas to visit any EU country.

This is an old dispute and has now reached the ‘Who blinks first’ stage. Despite the strong dollar which makes overseas travel attractive, American tourists would be very discouraged if they were required to get a visa. Europe needs those US dollars after a lackluster 2016 tourist season following terrorist attacks, and although advance demand has been strong, it wouldn’t take much to scupper that.

Traveling the other way – east to west – is also potentially threatened. I mentioned the strength of the dollar being a hazard, but what has been called the ‘Trump Effect’ is apparently causing a softening of travel demand. I’m not making any political points, just reporting on figures coming from sources in the tourism industry.

It appears that first announcements of a travel ban had a detrimental effect on European tourists plans to visit the US. I’ve been asked why, say, a German tourist would feel threatened by a ban on travelers from certain middle east countries. I can’t answer that easily, but believe me they are worried. Even the UK tourists who believe they are part of a ‘special relationship’ with the US, are as a group being cautious. Suffice to say that enquiries for flights to the US are down an average of 22%. Tourism research firms are projecting a loss of 6.3 million visitors ($10.8 billion in lost revenue). The tourism board of New York City has predicted that 300,000 fewer tourists will visit than did in 2016. Previously New York was predicting an increase of 400,000. Philadelphia has already lost one conference worth an estimated $7m as a result of the proposed travel ban.

Even the Canadian market is seeing a drop in the number of tourists intending to travel below the 49th.

That’s International tourism of course and it’s been suggested that it won’t affect US destinations that don’t cater for Internationals (like Northwest Florida, where only 1% of tourists are from outside the US). That may be true, but of course the markets that attract overseas travelers are hardly likely to sit and do nothing. They will want to find domestic tourists to replace the foreigners and they are not averse to creating marketing campaigns and making offers to lure those domestic guests away from places like the Northern Gulf Coast.

As the old Chinese curse says “May you live in interesting times”.

It’s not all bad news though…..

95% of travelers have said that they engage in unique and memorable food or beverage experiences while traveling, according to the World Food Travel Association ( I guess that they would say that!). Another research organization, Destination Analysts, claim that 50.7% of Millennials won’t visit a destination that doesn’t have good restaurants – although they don’t define what makes a good restaurant.

Before you state that Millennials are just children, remember that the first Millennials turn 35 this year! Also important is that the Centennial Generation (Generation Z or ‘Post Millennials’) are now just beginning to enter the workforce, so are beginning to effect the market.

Certainly the younger generations are having a strong influence on their parents and grandparents when it comes to food. A recent report by the HAAS Center (part of the University of West Florida) was created to examine tourism trends in Okaloosa County (home to Destin, Fort Walton Beach and Okaloosa Island). They found that although tourist spending in restaurants in the county increased in 2015 more than 15% over 2011, its revenue per seat had grown only 12%, where peer and competing counties had grown by 28%. The competing counties are where most (but certainly not all) of the new and more creative restaurants are found. Interestingly, the area has seen an increase in the number of up-scale grocery stores (Whole Food Market, Fresh Market and Publix). Whereas in 2011 tourists spent twice as much in restaurants as they did in grocery stores, it’s likely that 2016 will see tourists spend more in grocery stores than in restaurants for the first time.

The take away (sorry!) is that those tourists are seeking culinary experiences, and finding them.

Which brings me to the really good news for my home area. I recently attended the Florida Restaurant and Lodging Association’s annual awards ceremony for the North West Florida region. The display of talent at that event was stunning. The quality of the areas chefs, wait staff and managers was exceptional and their depth of knowledge, experience and creativity was at least a match for more recognized tourist areas. A similar level of expertise was evident in the hotel, resort and accommodation sector.

That Culinary Tourism is growing makes really good news for the industry as a whole. It’s also great for The Northern Gulf Coast of Florida. The Tourism Industry worldwide is going for Culinary Tourism in a big way from the traditional destinations of Europe to the New World and areas like Australasia. Even Costa Rica getting in on the act. Don’t underestimate the Cruise lines either.

Talking Tourism : Defunding Visit Florida

This article appeared in The Northwest Florida Daily News Talking Tourism Column on Sunday, February 26.

There is trouble in Tallahassee. Some lawmakers wish to defund and close Visit Florida, the state’s Destination Marketing Organization (DMO) and tourism promoter. There are a large number of people who are opposed to this — to be honest, the whole of the tourism industry. I don’t wish to be political, but you know I’m unashamedly pro-tourism, and I thought you may like to know what the two sides are presenting.

In one corner is Speaker of the House Richard Corcoran, R-Land O’Lakes, who feels that state tourism neither works nor is necessary. Not only is Corcoran proposing to defund Visit Florida, he’s proposing that local DMOs also be wound up. The argument is that tourists came before the state started marketing, and will continue to come regardless.
Opposing is the tourism industry — hoteliers, restaurants, theme parks, charter boat captains, attractions, guides, housekeepers, waiters and waitresses, taxi and Uber drivers — and anyone who does business with the tourism industry (in total, there are 1.4 million tourism job holders in Florida). This group believes that in the competitive tourism marketplace today (where Florida not only competes with New York, California and other states, but with the countries of the Caribbean, Europe, Australasia, the Middle East, India, Asia and South America) a public/private funding partnership is essential for continued growth and, indeed, just to maintain position.

To read the remainder of the article CLICK HERE

Northwest Florida Daily News Talking Tourism Column: New Orleans

We just spent a long weekend in New Orleans, which is one of my favorite cities. It’s totally unique. I was first introduced to NOLA in 1972 as a young travel agent on a U.S. tour (seven cities in 10 days!). Being taken to Bourbon Street as a 20-year-old was quite an eye-opener. Luckily my wife lived in New Orleans for quite awhile and really is “local,” so we’re not exactly tourists when we visit at least four times a year.

The city is a real case study for tourism, joining an historic center with a mix of cultures plus being a living, thriving business hub. It has nearly year-round tourism, although the local businesses are only too aware when they have fewer tourists. The Crescent City is known world over for Mardi Gras (or Carnival, as the locals term it) which is both a blessing and a curse as it attracts enormous numbers of tourists. Those tourists tend to consider partying an Olympic sport, which adds a whole new level to tourist management. Natural events like Hurricane Katrina also have put an added strain on the city, and its recovery from a tourism point of view has been nothing short of remarkable.
The great thing about NOLA ………

To read the complete column CLICK HERE

February’s Newsletter

This newsletter was sent to our mailing list earlier this month and many have asked that it be posted here on the website. To sign up for the newsletter, please enter your email in the box over on the right. No spam, I promise!

This month’s newsletter is unashamedly aimed at my tourism colleagues in Florida. I’m not usually given to being political (This is not political on party lines) but recent proposals to discontinue State support for Visit Florida and local Destination Marketing Organizations is a major concern for anyone even remotely connected to the industry.

The proposals, by Speaker of the Florida House, go further than removing funding from Visit Florida but wish to dismantle and abolish the organization totally.

For those of you in other US States, and indeed in other countries, you should be aware of this issue as it could be coming to your area too. Many politicians, world wide, fail to recognize the benefits of tourism to both their economies and to the benefit of mankind generally. Not only does travel “broaden the mind” but tourism promotes understanding of cultures and enables peoples to just get on with each other.

But back to Florida.

In 2015 Florida welcomed 106.6 million out of state and international visitors. The international travelers came from 190 different countries. This means that one in five international visitors to the whole USA come to Florida.

Those visitor’s sending supported 1.4 million jobs in the state and every 76 visitors supports 1 job. They spent an average of $300 million per day in 2015 – a total of $108.8 billion, which in turn generated $11.3 billion in sales tax.

We have had six straight years of record tourism spending.

For every $1 that the state of Florida invests in tourism, $3.20 in tax revenue is generated. That’s a 320% return on investment. Where else could you legally generate that sort of return?

If the proposals to defund Visit Florida go ahead, then tourism figures will suffer. Just a 5% drop in visitors would mean a loss of $5.5 billion in revenue, $563 million in taxes and a loss of 70,000 jobs.

Local fishing and tourist related industries (which is virtually every business in Northwest Florida – Remember the effects of the Oil Spill?) would all suffer. The Destin fishing fleet alone brings in $173 million in after value dollars to Okaloosa and Walton counties and the city of Destin. 90% of those dollars come from out of state tourists.

Colorado tried this and they lost 40% of their leisure traveler market over three years and revenues declined by $134 million.

Without the state and local taxes generated by tourism, each Florida household would have to pay $1,535 just to maintain the current level of government services.

We would also have to have State Income Tax, which we avoid currently. Tourists pay over 24% of sales tax, which is the sole reason we don’t have a state income tax.

Please look at the infographic

Other states have tried to cut tourism marketing.

Pennsylvania cut their budget in 2009 from $30 million to $7 million. Every $1 cut from the tourism budget cost $3.60 in lost tax revenue. From 2009 to 2014 Pennsylvania lost more than $600 million.
Washington State cut their budget from $7 million to $0 in 2011. Their competing state, Montana grew their tourists 70% faster than Washington.
Colorado cut their $12 million budget to $0 in 1993 and lost $1.4 billion in traveler spending within one year. Tax receipts declined by $134 million from ’93 to ’97. 18 years later Colorado still hasn’t recovered their market share.

Increasing the tourism budget has increased travel spending in many states, for example –

California increased their budget $50.1 million and travel spending increased $32.4 billion.
Florida increased the budget $43.3 million and travel spending increased $30 billion.
Minnesota increased their budget $10.5 million and travel spending increased $3.5 billion.
New Mexico increased budget $4.6 million and travel spending increased $933 million.

(Figures from Roger Dow, Head of U.S. travel)
It is essential that the tourism industry in Florida – all members and all levels – get behind the action to save Visit Florida and indeed all the Destination Marketing Organizations. Failure to do so will result in critical loss of jobs, drastic loss of tax revenue, and severe hardship for tax payers in the State.

To cut funding to Visit Florida and other DMOs is bordering on insanity. No business person in their right mind would take this sort of action.

As a consultant to the tourism industry my advice – given free, gratis and for nothing – is to resist this move strenuously.

Agri-tourism could be a big winner

When we think tourism here on the northern Gulf Coast, we automatically default to sugar white sand and emerald green water. Why wouldn’t we? We have some of the best beaches in the world. The trouble is the tourists only tend to see the part of our counties that are within two miles of the beach. The effects of tourism spread far inland, though, as many of us involved in the tourism industry live away from the beach and consequently spend income within inland communities. Incidentally, that’s another benefit of tourism that’s not often recognized.

Last year we went on a short road trip to Georgia, to an area north of Atlanta. I wrote about the trip on my blog – http://ow.ly/KgHL3083iem. We took the back roads avoiding as many towns as we could. It was here that what’s termed agritourism was evident. What may not be obvious is that tourists travel for many reasons, and we’ll cover some of these in the future – cultural tourism, ecotourism, heritage, historical and medical tourism to name a few.

There is a current movement to preserve the rural way of life in Florida. Despite the impression that the Sunshine State is the theme park and beach capital of the world, agriculture is vital to Florida. Farm cash receipts from marketing Florida agricultural products in 2012 amounted to $8.22 billion.

Florida has a vibrant agritourism business (http://visitor.visitfloridafarms.com) as does Georgia (http://georgia-agritourism.org), which offer everything from pick-your-own to farm-stays. Many farms we passed in Georgia had signs offering “on farm accommodation.” There also are farm visitor centers, many boasting restaurants, souvenir stores and produce outlets – all activities that generate new income for the rural communities.

Do we promote agritourism here in Northwest Florida? Well, not really.See the rest of the article HERE.

Get ready……

Happy New Year and welcome to 2017!

I’m not one for making resolutions, mostly because I change my mind so much! If you want to change something, better to just to get on with it than wait for some arbitrary date to start. That’s my excuse anyway. Similarly, looking backwards doesn’t help because we can’t change what has past – although as numerous people (apparently) are quoted as saying – if you don’t remember past mistakes, you’re doomed to repeat them!

So, in the interests of progress, let’s look forward.

I’ve read two articles over the end of the year break that I felt were right on point. I’ve attached links to these so you can read them yourself.

The first was by anti-aging & sports medicine pioneer, and futurist, Dr Robert Goldman (http://ow.ly/Akd9307C9Bt). Dr Goldman pointed out some of the changes that society will be subjected to over the next few years. What is most striking is the speed at which these changes will take place. I remember talking to a scientist with British Telcom back in the early ‘90s who said that they knew absolutely what developments would arrive within 5 years; they had a pretty good idea what would happen in the next 10 years but beyond that they were ‘wishing and hoping’! as Dr Goldman suggests we are now in the exponential age, where changes occur at an ever increasing rate. In many cases these changes happen faster than most businesses can adapt. If you read the article you’ll see that many developments will directly affect the Travel and Tourism Industry.

The second piece was by Christopher Elliott in the Washington Post (http://ow.ly/Hrvl307C9Ob). Chris is suggesting that 2017 is the year many people, especially Americans, won’t be traveling on vacation. He cites many reasons and offers suggestions of how as a tourist you can benefit (please go and read it!) but for those of us in the industry there are three main takeaways. That tourist will be looking for alternative accommodations, authenticity and satisfying their needs for instant gratification.

I’ve talked to many travel and tourism professionals over the past year and we’ve discussed the inevitable changes that are happening and I can’t think of anyone who has disagreed. After all, the signs are really clear – very ‘in your face’ as it were. However, many are not willing to accept the speed of changes.

Take ‘alternative accommodation’ – Airbnb in particular. Home sharing has expanded incredibly rapidly. Airbnb are now the largest accommodation provider in the world with over 2.5million homes (incidentally, they own no hotel rooms!) yet most of the vacation rental companies here in Northwest Florida’s Northern Gulf Coast seem to think think they are not a serious threat to their business model.

The past year the 1.5 million guest arrivals to Florida via Airbnb represent 114 percent year-over-year growth. This comes as Floridians increasingly embrace the home sharing platform as an opportunity to earn supplemental income and make ends meet. The Airbnb Florida host community grew 74 percent in 2016 to a total of 32,000 hosts.

Yes, the local industry says, but it’s in cities, not here.
This is the total supplemental income earned by Airbnb hosts in our local counties:

Bay County $4.9 million
Walton County $3.3 million
Okaloosa County $2.9 million
Escambia County $1.8 million
Santa Rosa County $683,000

That’s a total of nearly $13.6 million. True, it’s only 10% of the income from Miami-Dade alone, but its still remarkably significant.

People love the idea of either staying with a local host, or staying in the home of a host which they perceive differently than the relatively anonymous experience of a cookie cutter condo or a ‘standard’ hotel room.

This contributes to the ‘authenticity experience’ that comes from home sharing, boutique hotels and the like.

Chis Elliott also refers to ‘Instant Gratification’. I know I’m always talking about the attitudes of Millennials and younger Boomers but they do have have a seemingly out of proportion effect on our industry. Their behavior appears to affect the other sectors of our audience too. The ubiquity of smartphones and the ability to access information from wherever you are, makes the almost impulse decision to book a vacation all too easy.

You’ve bought things on Amazon. How many times have you been tempted by the ‘people who bought this also bought this’ suggestion?

Think what will happen when someone suggest “How about we go to The Gulf of Mexico next weekend?”. You look at your phone and up pops the local CVB websites – you see what events are happening, and guess what? You can book the Airbnb accommodation right there, and the concert tickets, and the Uber from the airport. Of course there was link to book flights too but you’ll probably want to do that with the airline because you get your miles there – and suddenly Delta Air Lines are offering 1 mile for every $1 you spend with Airbnb if booked through them – oh, and Uber credits too.

We have a change to the whole vacation booking experience, which is not taking 5 or 10 years to develop but is happening as we speak.

Put a note in your calendar to contact me at the end of 2017 and tell me if there have been no changes to your tourism business during the year. To be frank, I don’t think you’d be able to do that by June!

Whatever happens is going to be exciting. The evolution of the world’s biggest industry has always been fascinating and the near future won’t disappoint I’m sure.

Please follow the Owen Organization blog on www.owenorganization.com, sign up for the newsletter and follow us on Facebook at www.facebook.com/OwenOrganization. Lastly, check out the weekly ‘Talking Tourism’ column in the Northwest Florida Daily News every Sunday.

A free gift……

I recently celebrated yet another birthday. They appear to come alarmingly more frequent. As a kid I used to count the birthday cards but now count, with amazement, the number of good wishes I receive via social media. The greetings come from the world over as my friends and family get spread further and further.

In the old days of course, one had to make a great effort of keeping a birthday book, buying a card, the correct value in stamps and remembering to put the card in the mail. These days, thanks to technology, we’re reminded automatically and all it requires is to post ‘Happy Birthday’ and to add an emoji or an imaginative sticker, gif or what have you.

That’s not to deride the process as I for one really (no, honestly, REALLY) like to wish my friends the best on their birthdays and appreciate being able to do so easily and across the world. The technology is a huge help to my memory and I love (thank you Mr Zuckerberg) being able to maintain contact with contacts from school, various workplaces as well as family, wherever they may be.

However I digress from what I intended to write.

I also received messages from a number of businesses that want my business. Starbucks for example. I’m a gift card spending , app using, loyalty card carrying Starbucks follower and of course they have my birthdate. So I get the message offering a free coffee. I know that this is an automatic system that just pings off the email, and I know that the free coffee costs virtually nothing. I also recognize that I probably won’t even claim my gift. But it makes me feel good none the less. My ego thinks they really care, even if my marketing brain knows different.

So, tourism people, when that client registered on your website did you collect the birthday information? More to the point, when that traveler made a booking six months out from their travel date did you contact them during those months other than to send them a balance invoice?

Back in the 70s and 80s the travel agency I worked in used to make a calendar entry for all their clients bookings and regularly sent out postcards to the clients saying ‘only two months to your trip’, or ‘are you packing yet?’. We even considered sending postcards from their destination to keep the excitement going. It was a chore, delegated to the office junior, but mighty effective. We also sent out cards after the vacation asking how the trip had been, and later reminding them that as six months had past, they needed another break! The customers loved it and kept coming back.

These days all that information is easy to collect automatically (no need for the office junior!) and scheduling the emails, FB messages etc., requires little or no work. Cheap too – no postcards, stamps, addresses to look up or trips to the mail.

My free birthday gift to all of you in travel and tourism is to make use of your databases. Send out messages reminding people about their forthcoming vacation, thank them for their past trip (no, not the customer satisfaction survey, but a genuine ‘thanks for visiting and we want you back’ message), or even a ‘we’re missing you’ email.

For DMOs, when your collecting likes on Facebook, or addresses in your database, follow up with a message asking if they’ve booked? Send them Holiday Greetings – personalized of course – from The Sunshine State, The Red Fish Coast or wherever you are.

Yes, it’s corny. Yes, the customer knows it’s automatic. But they also, deep inside, appreciate it.

It’s like thanking them for their good review of TripAdvisor. It shows you’re listening and that, behind the technology, you do actually care.

Oh, and in case missed it – Happy Birthday!