The focus of the 2011-2012 marketing plan is to deliver high-impact marketing programs leading up to two key Alberta holiday periods: summer and winter seasons.
Coming out of 18 months of recession, we are experiencing far less consumer confidence than would normally be expected. The depth of the recent financial crisis, coupled with growing concerns of a fragile recovery, has created a new consumer mindset. The emphasis on value has increased, and can be expected to be the deciding factor in consumer purchase behaviour for the foreseeable future.
There are segments of the population who, because of their perception of general instability, decide to hold back on regional or domestic travel, saving their money for two years or longer until they feel confident splurging on a bigger vacation. This could possibly mean more long-haul travel to legacy destinations or to popular global hotspots that have been postponed due to tough financial times.
- Marketing campaigns are fully integrated
- Innovative, leading edge programs for industry participation such as the rejuvenated Holiday Card program
- Alberta tourism enjoys high consumer awareness and positive affinities in Alberta and Saskatchewan
- Regional markets provide stable, four-season traveller activity
- Active social media presence and platform
- Lingering influences of the recent recession is forcing high-ticket tourism products and services to re-think and enhance their value proposition on a world scale
- PMOs and DMOs must share the role of a travel planning resource with social media platforms and progressive online travel agencies who have developed strong and trusted brands
- Regional consumers continue to be loyal to Alberta
- The emergence of social media and its acceptance by mainstream consumers
- No provincial sales tax in Alberta is a competitive advantage for near-market travellers in British Columbia
- Travel Alberta brand provides a focal point to articulate marketing initiatives
- Redesign TravelAlberta.com to meet the needs of both our target customer and industry
- We continue to observe high levels of in-market competition for our travellers’ budgets (especially Saskatchewan, Victoria/British Columbia and Manitoba)
- The price transparency of the Internet lets consumers make almost instantaneous value comparisons
- The continued high cost of air travel in Canada (and cheaper travel abroad) accompanied by severe cost-cutting tactics observed in competitive markets is making foreign travel ever more attractive