Local Tourism Operators Empowered with Digital Marketing Tools - Solomon Times Online - Voice of Asia

The Solomon Islands Tourism Authority is actively promoting the use of digital marketing tools among local tourism operators to enhance their competitiveness in the international tourism market. This initiative aims to provide local operators with advanced tools equivalent to their international counterparts, thereby promoting their business development.

Last week, at the Kitano Mendana Solomon Hotel in Honiara, Fiona Teama, Sales and Marketing Manager of the Solomon Islands Tourism Authority, introduced a series of key speakers to over 100 operators. She stated that the event provided an excellent opportunity to showcase the essential marketing, social media, and digital tools needed to compete globally.

The presentations focused on the impact of artificial intelligence, social media, and channel management on the international tourism industry, and how they can be easily applied by anyone with internet access. The application of these tools can significantly improve the operational efficiency and marketing effectiveness of tourism operators.

"Having the tools is only half the battle," Ms. Teama emphasized. "Knowing how to use them effectively is the key to setting our industry apart. Therefore, we have invited these speakers to the Solomon Islands to help and educate our operators to fully utilize this valuable knowledge."

Richard Skewes, Australia/New Zealand Trade Manager for the Solomon Islands Tourism Authority, used artificial intelligence as an example, showcasing the technology's ease of use through a series of online case studies. He stated that artificial intelligence has proven to be a game-changer in today's business environment. Not only is AI easy to implement, but it also offers countless valuable tools that, when applied to hotel and resort operations, can help personalize guest services, effectively manage resources, and integrate local culture and traditions into the guest experience. It can even help plan menus for three meals a day, seven days a week, using local ingredients, and demonstrate how to cook the suggested dishes!

Matthew Leslie, Senior Manager of Business Development at SiteMinder, a channel management expert from Australia, introduced how channel management systems can help businesses manage online bookings across multiple platforms, including online travel agencies such as Booking.com, Expedia, and Airbnb, while allowing hotel and resort managers to focus on other important daily activities. Currently, SiteMinder manages over 44,000 hotels and resorts in 175 countries worldwide.

Danny Cohanpour, CEO of Trove Tourism Development Advisors, delivered a two-hour presentation from New York via Zoom, highlighting why social media platforms such as Facebook and Instagram have become necessary tools for showcasing services and attracting potential tourists. He also mentioned that Google Business Profile is a valuable tool that enables businesses to manage their online presence on Google Search and Maps, and when working in conjunction with social media, can provide other important information, including location, contact details, opening hours, and services offered.

Mr. Cohanpour also emphasized the importance of positive customer reviews, and regarded TripAdvisor as a key driver in building credibility and influencing tourist decisions. Positive reviews can effectively enhance a business's reputation and attract more potential customers.

Ms. Teama stated that this event is a significant development building on the "Pacific Digital Tourism Transformation Project" funded by the New Zealand government and operated by the South Pacific Tourism Organisation (SPTO). The project, held in Honiara in July 2023, lasted two days and was very beneficial to all participants. "The world is changing fast, and so are potential tourists. In an increasingly competitive tourism market, success depends on how effectively we use these essential tools – artificial intelligence, social media, and channel management – to save time, work smarter, and stay ahead," she said.

"If Solomon Islands tourism businesses fail to have a visible online presence, they risk being left behind. The Solomon Islands Tourism Authority has been working tirelessly to ensure that our industry has the necessary tools, which is why we hold these training events. Now, the responsibility lies with them – to use these tools to drive their business forward."