Publisher's Note

Every marketer knows that differentiation is critical to success.  For destinations, this has become increasingly important….and not so easy to achieve.  Recent findings from SMG’s California Traveler have been very telling about the homogenization of destinations. Surprisingly, or maybe not, 44% of survey respondents indicated that vacation destinations are becoming similar in their retail and restaurant offerings. So for destinations that think they’ve got a great unique selling proposition, perhaps it’s time to step back and review.

This month’s issue features two articles aimed at differentiation.  The first discusses the benefits of promoting a destination’s authentic side and how it ties into sustainability and geotourism – and sets your destination apart from the crowd; and the second introduces a new type of visitor, the Conscious Traveler. 

Standing out from the crowd and communicating what makes your destination unique and exciting is challenging, even more so in an age of national brands.  We’re pleased to announce that our 8^th annual Tourism Conference at Lake Tahoe will feature numerous presentations that address the issue and provide tools to solve it.  We invite you to visit our website to learn more about this important educational event and reserve your spot.

As always your comments and questions are welcome.

Carl Ribaudo
President & Publisher
carl@smgonline.net

The Value of Authenticity in the Travel Marketplace

Let’s face it. Most destinations promote the same visitor experience, “Explore (your destination here). Discover world-class shopping, dining, recreation, attractions, events and lodging. Learn more.

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The Conscious Traveler

You may have seen them. Searching for favorite local hangouts or that “don’t miss” community event. Learn more.

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