Being all things to all people

Aesop once said, "Please all and you will please none."

Trying to please everyone is a tempting trap but doomed to failure. Chuck McKay at Fishing for Customers has a great post about the benefits of specialization. He makes the point that specialists are more successful than generalists but everyone is afraid of leaving potential customers behind. Chuck argues that it doesn't work that way. He makes a good case for rethinking your strategy and defining yourself more precisely.

This applies to hotels, restaurants, tours, attractions, museums, people and every aspect of the tourism business. What is your brand really? What are you known for?

Even cities have a certain quality, a distinct personality that sets them apart. Boston isn't the same as New York, Chicago, Los Angeles, San Francisco, Miami or Washington, D.C.; the list goes on and on. They don't even try to be. But there is something I see more and more in my travels. The homogenization of many aspects of these cities. The loss of local flavor and personality. Starbucks is a classic and overused example. So is Walmart. But it exists on a smaller scale too. How many times can you visit similar sites, tours, eateries and experiences everywhere you go before it doesn't matter where you go. It's all the same.

Travelers today seem to want familiar and unusual. Variety and sameness. The opportunity lies in specialization whether for yourself or your tourism related business. Don't try to be like everyone else. Don't say "me too!" anymore. Decide who you are and be it with all your might.

Will you "miss" some customers at the end of the day...yes. The upside is developing a true identity in the marketplace and creating loyal, even rabid, fans.

Who are you and why should I give you my money? Better decide before it's too late.

We're Expanding

A spirited discussion at Theme Park Insider about ride seats not being big enough for many guests. It seems that adults and children are getting bigger since many of the attraction rides and vehicles were first designed. This debate extends to the travel industry also. It's a sensitive subject for many and the leading tourism, travel and hospitality industries are rethinking and redesigning for today's larger guests. A good time to look around your vehicles and facilities to see if you are keeping up with current trends.

From my perspective, guests are getting larger in general. School groups now have ten year olds as tall as their teachers. This is a trend that is not going to decline. So, how do we accommodate this trend? As you'll see from the discussions, some believe we shouldn't at all. What do you think?

Blogorlando a hit!

Three cheers for Josh Hallett and his friends. Blogorlando was spectacular! Well, as spectacular as an "unconference" on blogging should be.

We gathered at Rollins College in Orlando, Florida to learn, share and participate with some of the sharpest minds available. Many don't see the opportunity but every tourism related business would benefit from joining the conversation here.

Social media, networking and web presence were discussed and debated throughout the day. One highlight was Shel Israel, author of Naked Conversations who kicked off the events and added great insight. He was generous with his time and his knowledge. So were all of the speakers there, really. Great group of people.

You can learn more about Blogorlando here. Time to start talking with people who care.

Giddy up...

Wowing your guests

Great article by way of Brand Autopsy from Jeffrey Summers at Building Better Restaurants about removing Host stands at restaurants. Makes a good case against them. But what takes it's place? How do you meet and greet your guests?

This of course applies to many tourist venues, not just restaurants. My best meet and greet experience happened in Baltimore, Maryland years ago. I went to a restaurant in "Little Italy" and could not believe how they handled me. I was warmly greeted at the door which was held open so I could see the next greeter at the bottom of the stairs who led us up to the next greeter at the top of the stairs who introduced us to our waiter who then sat us at our special table! Each of them was introduced by name and all the while they chatted with us and made us feel like family. Big smiles, great eye contact and what I call the "Verbal Embrace".

Nothing annoys me more than being greeted by someone who wishes they were someplace else. No enthusiasm, no interest. They just don't seem to care. By the time I reached my table in Baltimore they could have served me anything and I would have enjoyed it!

That's the power of good first impressions and sincere human connections. Of course, many tourism businesses rely on quality interactions with their guests. Is it time to spruce up your daily guest contacts? These moments should be like a dog wagging it's tail with joy when it sees you. Otherwise, I could just stay home.