BUT WHAT IS, IN THE END, SUSTAINABILITY IN BUSINESS?

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In its standard definition, Sustainability is a characteristic or condition of a process or system that allows it to remain, at a certain level, for a certain period of time.

But in reality, the concept of sustainability first appeared in the Brundtland Report, published in 1987, also known as "Our Common Future". It was written and prepared by the United Nations with the aim of offering solutions to the problems resulting from industrialization and population growth and at the same time to give the alert regarding the negative environmental consequences of economic development and globalization.

Today, sustainability is an increasingly present theme, but often only wrongly associated with environmental sustainability. When in fact, sustainable development that tries to meet present needs without compromising future generations is based on three essential pillars: environmental protection, social development, and economic growth. These pillars, as well as all processes, effects, and causes and actions, are themselves based on a circular system.

In a summary of the report:

_ There is an interrelationship between the three dimensions of the environment, the economy and society. Any action by any of the actors cannot be considered in isolated and one-dimensional aspects

_ Although environmental protection is of enormous importance, to satisfy our material and immaterial needs we need economic well-being and a society based on solidarity.

_ There must be an inter-generational aspect to all actions, i.e. the effects must consider the satisfaction of the needs of future generations

_ Sustainable development requires long-term structural change, but it must be implemented now, in our economic and social system, with the aim of reducing environmental and resource consumption to a sustainable level while maintaining economic performance and social cohesion.

Considering the above, the principle of sustainability can be applied to an activity, company, country, or even to our behavior and attitudes as individuals. It can be applied to Tourism in all its latitude. But for any Tourism company to implement a sustainable strategy, all actions, and decisions, need to take these points into consideration:

•  Be ecologically correct.

•  Be economically viable.

•  They must be socially just and culturally diverse.

It may seem a difficult process, especially given the current challenges, but we keep repeating that this is the only path to follow for the success:

Companies with a purpose-based in sustainable creative strategies.

DOES IT MAKE SENSE FOR COMPANIES TO THINK ON PURPOSE WHEN THEY ARE TRYING TO SURVIVE?

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YES! Especially now. If your company is just providing services or selling products without a purpose behind it, it's time to stop...

You may already be tired of hearing about purpose without even understanding what it means in practice. If my company has the mission and the values why do I need it on purpose?

Let's start at the beginning...

Because the purpose is neither the vision, nor the mission, nor the values of a company, although it encompasses all three. In this article from Harvard Business Review, there is a clear explanation about the differences.

PURPOSE IS SOMETHING THAT MOVES PEOPLE.

IS THE REAL REASON WHY THE COMPANY EXISTS.

A purpose makes the connection between an organization and society. We talk about something emotional, which generates trust in all stakeholders of your brand (even when things don't go so well).

"People don't buy what you do, but why you do it". These are the words of Simon Sinek, one of the biggest movers of this concept.

The purpose doesn't come up immediately and is not built with market research or interviews with customers and/or employees. It will be necessary to look in the opposite direction from where we are today. It will be a process of discovery, not a mere invention, made mainly by the founders of the company, based on their beliefs and motivations.

The purpose reflects something more aspirational, which explains what moves the people who make up your company. It is closely related to making a positive impact on the world, something that lasts, that actively influences the quality of life of several generations.

Do you remember why you started your business?

Do you remember the first steps, the first thoughts that made you vibrate when you talked about the idea?

And today, do you know why you get up every day to go to work and keep the company active even in the face of all the difficulties? And profit, that can't be the answer.

"If a man does not know to which port he is going, no wind will be favorable to him".

Seneca

But how to define the purpose?

There is no definitive formula. After all, it is your purpose; it is a very intimate and subjective question, with which each one has its own way of dealing.

However, there is a tool called Golden Circle, which we have already talked about in one of our contents and which defines the 3 circles that form the company: WHAT, WHO, and WHY, the latter being the central one and where to start. The WHY is the purpose, the reason for existing that remains.

A purpose must be clear. A leader must be able to explain it simply and clearly, perceptible by all, so that it can be understood, felt, and shared in a genuine way.

It is only by discovering your purpose that you can really offer something to the market, differentiating yourself from those who just want something from it.

During the whole month of September, we will address the whole question of purpose: what are the benefits, how should be communicated, leaders with purpose, among other data and themes.

For now, we invite you to take only 20 minutes of your time, to understand the real importance of purpose and why you should start with WHY: simon_sinek_how_great_leaders_inspire_action

L&D (LEARNING & DEVELOPING) JUST ANOTHER POMPOUS CONCEPT OR AN IMMINENT NEED?

Unsplash Photo by Nick Morrison | https://unsplash.com/@nickmorrison

In August we wandered around the mainland in Portugal, showing a little of the beauty of our country at the same time as we approached some management concepts. We returned this week to our starting point: Lisbon.

And we returned with a clear objective: to start building what defines us!

Education (learning and training) will be one of our pillars because we believe that success can only be achieved with real investment in the individual’s and in the team’s personal growth.

Tourism demands innovation, new practices, new ideas, and new ways of being and communicating.  

Who is then, the responsible for the continuous training and learning: the employees or the company? BOTH!

Companies have to put L&D (Learning & Developing) at the center of their business strategy. Learning/training and development are part of an organization's talent management strategy and should be implemented to align individual and group goals and performance with the overall vision and objectives of the organization.

Re-skilling and skills development will be top priorities for leaders as business models evolve and the tourism industry is being reshaped in response to the global pandemic. Skill gaps should be identified, and appropriate training found to fill these gaps. Companies should ensure that employees are properly equipped with the critical skills needed not only in hard skills (especially digital skills), but also and especially in soft skills (from which we highlight the resilience and positive leadership). These processes will require a coordinated organizational response to ensure that companies can continue to function smoothly and to meet the new customer needs as well.

EMPLOYEES should have the mindset that the best investment they can make today is to invest in themselves. We are not even talking about financial investment, but an investment in personal training that allows for greater flexibility in performing functions or a specialization. Training in personal development that will allow them to work and optimize their strengths and reduce the dependency on their less positive skills. Investing in growth as a human being, being social, and aligned with your values.

Henry David Thoreau in a sentence that sums up our perspective a little: "I know of no fact more encouraging than the unquestionable human capacity to improve one's own life through conscious effort.”

Please Disturb will launch the THOR ACADEMY - Sustainable Creative Academy aimed at all tourism professionals, both for individual training and customized plans for companies.

We want to make education and training still accessible to everyone, in the whole of their appetites, valuing People, improving the performance of teams and consequently the results of companies.

IT IS CLEAR THAT A SUSTAINABLE STRATEGY IS THE ANSWER (part 2)

Sustainable Development Goals

In 2015, the United Nations General Assembly defined the 2030 Agenda for Sustainable Development and with it the 17 Sustainable Development Goals (SDGs). This Agenda is the result of the joint work of governments and citizens around the world to create a new global model to end poverty, promote prosperity and well-being for all, protect the environment and combat climate change.

Tourism can contribute directly and indirectly to all objectives, depending on its framework, its reality, and even the purpose of each business/brand/company. Any future strategy must be based on the premise of sustainability, which in turn is based on 3 dimensions: Economic; Social, and Environmental.

It will be on each one of these dimensions that we will have to make a current analysis of the Tourism companies and their different stakeholders in each destination.

For example, for the Portuguese Tourism, the "Tourism 2027 Strategy, as a strategic reference for the next 10 years of tourism in our country, explicitly has sustainability as a guiding principle and defines ambitious objectives and targets to be achieved in the three dimensions of sustainability:

_ Economic: overnight stays and revenues from international tourism

_ Social: qualification of the sector's workforce, seasonality and satisfaction of residents with the process of tourism development

_ Environmental: efficient management of water, energy, and waste

AND IN YOUR COMPANY?

What questions should be raised to build a sustainable strategy in its broadest sense?

What memories do you want to perpetuate with your customers?

What footprint do you want to leave?

Just a few questions for reflection...

ECONOMIC SUSTAINABILITY

Let's not be utopian... We need Customers! And any company has to make a profit to survive.

_ How long has it been since you made a market survey to evaluate your supplier portfolio? Do you have a high waste rate? Do you get the best pricing and payment solutions while maintaining a high level of quality? Do they share the same values and practices?

_ Evaluate the fixed and variable costs of your company. Review each item in detail to identify which costs you can reduce or even eliminate by replacing them with alternative and more efficient processes and/or methods. Materials can be replaced by digital. You can renegotiate your electricity supply contract.

_ Are you achieving your best performance in terms of profitability? Are the processes implemented time and resource-efficient?

Partnerships and collaborative savings? Do you work with these concepts?

SOCIAL SUSTAINABILITY

_ People are your most important asset. What welfare policies have you implemented, based on a genuine concern for your employees? Do you have a fair remuneration policy? Do you invest in employee retention? Training? Positive leadership?

_ What is your relationship with the local community? Does it contribute positively to your development? Do you have respect for all your stakeholders?

_ Do you actively contribute (and do not need to be financial) to some cause or mission with which your company identifies itself?

Starting at the beginning... does everyone know the purpose of your company? The values by which it is governed?

ENVIRONMENTAL SUSTAINABILITY

_ Are you separating the different garbage? In every department? Whether in kitchens, offices, or maintenance or cleaning departments?

_ Are you working with resources that aim to reduce the environmental footprint (carbon emissions for example). Do you work with renewable energy and resources?

_ How much water can you save in all your working flow processes?

Reduce, Reuse, and Recycle. These 3 Rs can be applied in almost all working processes. And greater savings generate greater profitability.

These are questions you may not even think about now when your main goal is to keep your business running. However, we have as learning from previous crises that only companies that now resist and define a more sustainable strategy and differentiate themselves in their policies will achieve success and even growth.

THE SUSTAINABLE STRATEGY IS THE ANSWER... Are you ready?

IS SUSTAINABLE TOURISM THE ANSWER? (part 1)

Photo @Mora - Alentejo, Portugal by Bruno Nabais

According to the WTO, sustainable tourism must be one that safeguards the environment and natural resources, guaranteeing the economic growth of the activity, that is, capable of meeting the needs of present and future generations.

Before the Covid-19, Portugal and many other countries and tourist cities in the world began to have problems with "overtourism", there being no limit to the preservation of the environment and the destinations themselves. This was considered the negative side of the industry that moved millions, causing a degradation of the environment, the cities, and already some discomfort of its inhabitants. There was a need to stop and rethink the way Tourism was done and planned.

With the pandemic, we had that forced stop. We went to another extreme... the "undertourism", causing damage and economic consequences as or more serious as its opposite. Today we understand, in the worst way, the weight of this sector in the economic sustainability of the companies, of the jobs generation and the financial growth of our country itself.

We also understand the fragility of this industry in the face of adversity. It is therefore imperative to rethink the sector in order to develop a more technological, sustainable, and secure future, with a collaborative circular economy being privileged.

So where does the balance lie?

According to Article 3 of the Code of Ethics - WTO: the tourism development that should be encouraged by the national, regional and local public authorities is the one that will "...save rare and precious natural resources, namely water and energy, as well as avoid the production of waste as much as possible...".

SUSTAINABILITY is, therefore, the answer to understand and implement a New Tourism. The new normality has to be based on a model with new behaviors, processes, companies, and organizations that can ensure the respect for the socio-cultural authenticity of societies, the preservation of environmental resources and biodiversity, the maintenance of traditions and customs of communities and ensuring common welfare, harmony between locals and visitors. Not only in the present, but in the future of the next generations.

We cannot, however, ignore an actual challenge... The harsh reality facing the sector. Faced with a lack of profitability, how can we have the courage to refuse mass tourism? How will companies invest in sustainable options when they struggle to keep their business open and to pay wages?

The road will be tough! Even maintaining a positive attitude and an enormous capacity for resilience that we have already shown, we will have enormous challenges in the coming years. Urge, to plan.

People will have a fundamental role in this new construction of Tourism. Not only as economic agents in their performance but also as consumers. The competitiveness and sustainability of Tourism depend on us all. #tupodes is the motto of the Tourism of Portugal campaign and yes... We are all responsible, all of us, without exception.

Today we reflect on this reality... Next week we will analyze Tourism and Tourists and where each one will have to change behaviors.

WE CONTINUE TO BE TOURISTS IN OUR COUNTRY... (part 2)

Photo @Carrasqueira - Comporta, Portugal by Bruno Nabais

I got nowhere else to go, but everywhere (Jack Kerouac)

Portugal remains the same... with its beauty, with its landscapes so diverse from the North, its rich and gluttonous gastronomy, the nectars of the wines and above all its people... its hospitality. And we continue to (re)know every corner of our country, in times that demand us to be different, but in which we insist on keeping at least some of our essence: to be tourists and travelers.

Maybe we are different Tourists... and continuing with the theme of the last week, we go through some more trends of an industry that has to show its claw and reinvent itself...

7. Artificial intelligence

Until recently it seemed just like something out of science fiction films, but now it's gaining increasing relevance in Tourism with AI helping to customize each client's experience by identifying their individual needs in advance. Its applications are already numerous: intelligent hotel rooms, unique travel reservations, services, and security in spaces such as restaurants, self-drive vehicles or even virtual guides. We do not believe it comes to replace the human, but the Human will have to know how to get the best out of the AI. Associated with AI is also the technology of recognition, mainly through voice. New senses have to be awakened.

8. Internet of Things (IoT)

IoT devices are gadgets equipped with a microprocessor and some form of digital connectivity, allowing them to connect to and be controlled from the Internet. Customers already have at their disposal applications that allow them to book activities (a session in the hotel spa, a meal in a restaurant, etc.) or request things like room service or extra bed linen. We already have "intelligent rooms" and certainly IoT will not stop at these spaces only.

9. Virtual reality

One more episode of the movie Back to the Future... But it already brings many opportunities for tourism management as high-end entertainment applications, some of which combine physical elements like controllers or seats and mobile platforms. Other examples: sports simulators, visits to destinations that are already inhibited from physical visits due to their fragility, or archaeological areas that allow us to return to the past without damaging the present.

10. Augmented Reality (AR)

While Virtual Reality simulates atmospheres and whole experiences, Augmented Reality combines real-world experiences and elements. For example, AR smartphone applications can show tourists information about the area they are exploring, with virtual maps, with historical details of buildings and landmarks, or lists and menus for entertainment venues and local foods. Museums are already increasingly using AR, allowing visitors to see artifacts with their original appearance as a virtual overlay.

11. Healthy and organic food

Although often being on holiday means breaking with the diet, there is also a greater demand for a better-nourished kitchen, natural ingredients, and healthy confections. The myth has already been demystified: food that is delicious can also be nutritious and is not an exclusive concept. The demand for organic food is also affecting tourism trends, together with an increasingly diversified offer, including other special diets. A vegetarian is no longer limited to risotto or salads.

12. Customer Experience

It will always be the most important trend in the tourism industry. With new technologies and an increasing range of options for tourists, the improvement of the customer experience has never been so vital, since that is where the success or failure of each company lies. The improvement of the experience makes the difference between the loyalty of a customer who will promote it, and the one who gives up at the booking stage. Everything, from the first moment on the website where your customers book their trips, accommodation, and programs... to the last day, needs to be as pleasant as possible.

We are facing some innovation in technology, but in its essence Tourism does not change: the experience we provide, the emotions we generate, and the memories we create, will always be the greatest value of the industry of People to People.

BECAUSE WE ARE ALL ALSO TOURISTS (part 1)

Photo @Agueda, Portugal by Ricardo Resende on Unsplash

"I haven't visited every place, but it's on my list." (Susan Sontag) This year "all places" is limited to the restrictions that the pandemic imposes on us. But as in all adverse situations, there is another side, an opportunity...

And in this case, the opportunity lies in turning entirely to our country, to our surroundings, often without having to go extremely far. We just have to follow the same paths with other eyes. All we have to do is to be alert and open-minded for discovery.

But removing all the lyrics from this situation, which has impacts and precedents never before experienced, only what we are remains. And in reality, we are all Tourists, we all have the eagerness to travel and to know. We define a tourist as the person who moves to other regions or countries with the purpose of spending moments of leisure, getting to know other cultures, visiting specific places that are absent in the region of the usual residence.

But what tourists are we these days? (part 1)

Some time ago we had already identified the types of travelers who would show up after the disconnection. We researched again, to try to understand the opinion of various experts today. We found an interesting article by Revfine with which we identified and agreed 100%. In such difficult times to make analyses, this summary of the 13 trends in Tourism (which can be opportunities) manages to show very clearly the reality of the moment and what we consider to be also the future in the next years of recovery of this industry.

Given the extent and relevance of the content we will choose to divide it into two articles, listing all the trends and adding our personal opinion:

1. Solo Travel

Although couples still travel and obviously family holidays still remain, traveling alone is a growing trend. Whether young people are looking for adventure or old people choosing to spend months on a cruise or resort, the offerings for this segment are also increasingly diverse, including even the concerns with the best destinations for women to travel alone

2. Eco Travel

During the confinement time, Nature made a point of showing us the negative impact of Tourism, when it is excessive and without any sustainable planning. The growing concern among travelers today for ethical and sustainable tourism options has increased even more, with a concern about how to travel and experience the destination. The demand for volunteering travel has also been increasing

3. Local experience

This is not a new trend. Already for some time, that tourists have been trying to connect with the culture and way of life of the places they visit. The tourist doesn't intend to be a mere observer, but also to interact and experience new ways of being. Traveling becomes a source of knowledge and personal enrichment to the detriment of Instagram posts. Connections, sharing, and authenticity are now increasingly valued.

4. Personalization

Each one of us has a very own way of living, experiencing, and feeling. This individualization is more and more present in the enjoyment of holidays. We are all different and this is reflected in the way tourism companies have to adapt to unique programs that meet the expectations generated. The more closely an experience can be adapted to the wishes and expectations of a client, the more likely they are to return and use the same service again.

5. BLEISURE Travel (business + leisure)

The concept of combining leisure and tourism with business travel is not new. Be it those professionals who travel for work and then take the opportunity to do leisure, either in the format of incentive trips of companies. However, there are new trends emerging within this concept mainly associated with "digital nomads", that we find mainly in the Millennials generation. With the new ways of working, combining leisure and work seems to be now allowed (and even recommended).

6. Robots, chatbots, and automation

We do not say with this that the robots are or will replace the humans. Tourism is and always will be an industry of People for People. However, the new hygienic and safety rules have accelerated the digitization of some processes, for example, the digital check-in or the menu on your mobile phone. In addition to this digitization, it is also "normal" to talk to chatbots at any time of the day to fulfill our requests or answer our questions. If everything is less personal, no... we are only putting together two existing realities.

We'll return next week with the analysis of the remaining trends...

GOOGLE’S PHILOSOPHY APPLIED IN TOURISM

Photo Arthur Osipyan

Why not learn from the best?TOURISM can learn so much from one of the most successful companies in the world…

Google's success and how much is almost always present in our lives is indisputable. We have done some research on how this company is managed, in what they believe is and how we can get the best learnings to be applied in Tourism. We started at the beginning: Google's mission.

"Our mission is to organize the world's information and make it universally accessible and useful.”

Simple and easy for everyone to understand. So, you need to start at the beginning too: what is your company’s real mission?

Google's philosophy was written when the company was just a few years old, and although updated over time, it maintains the 10 simple premises. By making an association with the Tourism industry, we were able to find similar points and mainly points where we can evolve:

1. Focus on the user and all else will follow. The fact that it is the first principle is not a coincidence since it is the customer's experience that will generate revenue and results, promoting loyalty. Everything you do needs to reflect your clients’ needs, not be based on your preferences. Never forget either, the internal customer (the employees) as they will be the engine of your success.

2. It’s best to do one thing really, really well. Become an expert. Review/create your purpose and really be the best at your mission. If you have a seafood restaurant, then buy the best seafood possible, create the best dishes, have the best professionals with you. If the vegetable soup of the day is not the best, there is no problem, because the customer will look for you because of the seafood.

3. Fast is better than slow. We all know the unquestionable value of time, but we must also be aware of the timing. If you have a new idea in mind, a new offer in a hotel, a new program or new concept, don't be afraid and just do it. Even if everything is not 100%, do not waste time. Otherwise, someone will do it instead of you and you will become a follower and not a leader.

4. Democracy on the web works. And in Tourism, to have active listening works as well. Genuine listening to your employees: their ideas and suggestions, their concerns, and challenges. Listening carefully to your customers: their needs and critical opinions. Listening to the market: trends, fashions, competition.

5. You don’t need to be at your desk to need an answer. Mobile, mobile, mobile. Put your brand and your offers quickly, easily and intuitively accessible, to all customers. If someone suddenly feels like going on a boat trip on the Tagus river, make sure that when they pick up their mobile phone, your brand will be the first to show up be their choice.

6. You can make money without doing evil. Any company, regardless of its size, it is a business. And the main goal of a business is to generate profit. However, this should be done by preserving the values we believe in, always maintaining ethics towards all market players, maintaining our authenticity, and creating a genuine value.

7. There’s always more information out there. Do not neglect the importance of information. The past data, the analysis of internal (company) and external (market) data, the competition, the behavior of your customers and non-customers. Don't look just inside your company, keep your eyes open for what's going on outside.

8. The need for information crosses all borders. And when we talk about looking outside, it is not just about your neighborhood, your more direct competition, or just the national market. Learn from experiences of other businesses outside the tourism industry, think outside the box, see examples from other countries. Share your knowledge.

9. You can be serious without a suit. The work is challenging, but we have to feel enthusiastic and have fun with that challenge. And we are talking again about your teams and your employees. They are your greatest asset: listen to them, care for them, develop a sense of belonging, generate involvement, and a group's motivation.

10. Great just isn’t good enough. We copied exactly the text from Google, once it fits perfectly on every player in the Tourism: “We see being great at something as a starting point, not an endpoint. We set ourselves goals we know we can’t reach yet because we know that by stretching to meet them we can get further than we expected. Through innovation and iteration, we aim to take things that work well and improve upon them in unexpected ways.”

Final tip: Do you want to do all this fast?

We leave a suggestion for a book about a method developed by Google Ventures: SPRINT. It will allow you to test ideas without wasting too much time. "How to solve big problems and test new ideas in just five days- Jake Knapp."

POSITIVE COMMUNICATION

Photo by Mimi Thian on Unsplash

Any team leader must have the ability to promote positive communication.

And when we talk about positive communication, we are referring to communication through a clear, honest, empathetic messages and without forgetting the person we are talking to and the goal we have with the message we are conveying.

In order for all these elements to be aligned we will need to work on the following points:

1. Create empathy

2. Be authentic

3. Show respect

4. Pay attention to nonverbal communication

5. Have a simple and objective language

6. Ask for feedback and be willing to ask questions

7. Know your audience. For each profile, a type of speech

8. Practice active listening (never interrupt who is talking)

9. Avoid endless meetings, bring innovation and creativity with a set schedule and objectives

10. Choose the correct communication channel

Remember: it is not what you say that matters, but what the other will understand.

"The biggest problem with communication is that we don't listen to understand, we listen to respond"

THE IMPORTANCE OF THE CUSTOMER'S JOURNEY ON SOCIAL MEDIA

https://unsplash.com/@eaterscollective

They come from everywhere... A comment about the restaurant on Facebook. A question on What's up about whether the hotel accepts animals. A location request on Instagram. A less positive comment on LinkedIn. Multichannel that require also multiple and careful attention at all times of the client's journey.

It is indisputable the power that the social media gave to the customers, who quickly became ambassadors of the brands or not... In Tourism, the "recommendation" always had a great weight and influence in the process of selection of the destination, of the hotel, of the restaurant,...

However, social media and the different channels of online communication have played a key role in transferring power to customers, increasing their relevance and ability to influence. And this is true, a gold mine of opportunities for all tourism companies seeking to strengthen their relationships with their public throughout their journey.

71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family. (Forbes, 2018)

An efficient omnichannel strategy will allow you to interact with customers at various brand touchpoints, online or offline, at different times of the purchase process. However, customer demand is also higher most of the time, they want to get answers in real-time.

ARE WE PREPARED TO GIVE THOSE ANSWERS?

1. Know your persona very well

What are the market segments of your hotel? What is the profile and habits of your restaurant customers? What is the average age of the tourists who book your tours? These are some of the many questions you have to know how to answer in order to have the clearest possible identification of your persona, your customer.

2. Identify all the stages of your persona's purchase journey

In addition to knowing who your customers really are, we need to be aware of how they behave throughout the purchasing process. Each nationality of tourists has different habits and behaviors. For example: if your segment is families, you should consider the dates of school holidays in their main issuing markets and the time they book in advance.

3. Listen to the client

Pay attention to your comments, in the way you behave during the purchase process. Efficient CRM (Customer Relationship Management) is as essential as the quality of service your company provides. Having a 360º view of customer interactions is fundamental for efficient communication. There are already tools that can provide this 360º response, do not underestimate this investment.

4. Data, Data, Data

Information is power. Especially when you also know about the competition. What are the offers that the hotels in the region are promoting? Is the vegetarian cuisine offer appreciated by my competitors? Artificial Intelligence, machine learning algorithms that allow us to predict customer behavior or CEM do not have to be abstract concepts. Hire professionals to help you use the best tools to optimize capture and loyalty.

5. Do not sell! Generate emotions, create relationships

And preferably lasting. Let the tourist wish to be at your hotel. Let the families want to do that activity. Create emotions, do not impose your products and services. Generate needs and the willingness of customers to want to know your brand. Create an emotional relationship that goes beyond the moment of consumption.

6. Never forget the moment after

You have created emotion with the client, managed to generate a positive relationship, and offer a memorable quality service. You do not want to ruin all this effort, with bad communication in a bad after-sales service. Although it is the last stage of the consumer's journey, this will be the final process for loyalty and recommendation. Instruct your teams with this mindset beyond the moment of service/consumption.

And remember that newsletters still get good results.

Summarizing… social media have given each visitor, each tourist, each customer the power to influence company results. As the Portuguese jargon says, “for great evils, great remedies”... In other words, we just have to define an efficient customer-centric business strategy.

TRAVEL TRENDS DURING (AND POSSIBLY AFTER) COVID-19

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Making predictions these days is almost as difficult as getting the Euromillions figures right. However, Tourism already shows some current trends, which are likely to continue for some time. It is necessary to be attentive and (re)act.

survivor

/səˈvʌɪvə/

noun

a person who survives, especially a person remaining alive after an event in which others have died.

However much it costs us to face this reality, survival is in fact the state in which most businesses in the tourism sector are today. And the future will be hard! Even if we are resilient and maintain a positive attitude, we know that the challenges are and will be enormous, with the aggravating factor that we are conditioned by external conditions that we cannot control or predict.

We don't have a crystal ball but being attentive allows us to identify trends and behaviors and anticipate or react to them. The markets have changed, tourists have changed their way of acting and the offer needed to adapt to a whole new reality of social distancing that rivals with the proximity and welcoming that has always characterized Tourism.

The change is already happening, and we will have to be fast to respond. We have identified 6 trends that are already current and in which you can play an intervening role and identify in each one of the opportunities for now and for the future:

1. Local market and proximity markets. Less "famous" destinations.

With air travel restrictions, local tourism has gained unquestionable relevance. Analyze your product and services and identify the strengths that could serve as an attraction to the local market. Work on customizing offers and unique experiences that were not even thought to be so close. Originality. Authenticity.

2. No early-bookings, shorter stays.

Be prepared for the last-minute. Always keep all information up to date and arouse emotions that influence the choice. Flexibility in cancellation policies. Price policy that creates additional value. Analyze who is your customer, your persona (families, couples, individual travelers, friends of the animals, ...), and adjust your facilities and offers accordingly. Simplify the selection process, booking, and payment. Contact-free. Personalization.

3. Road Trips, Caravans and other forms of mobility

The experience of flying may never be the same and not only are we faced with numerous restrictions on air travel, but there is also the fear of flying across borders. So, you will also have to deal with the tourists on the road: last minute offers, simplified access, take-away for those who do not want to stop to eat. Mobile, mobile, mobile. Reservation will be made on the way. Accessible information. Flexibility. Simplicity.

4. Experience and recommendation. After all, the opinion of others counts.

Everything has changed... or almost everything! Their quality of service, their location, the sea view, the landscapes, ... remain the same. And they've been praised by visitors in other times. Share the opinions of your regular clients, previous experiences. Have you ever thought of inviting an influence? Invest in virtual visits. Let yourself be known...

5. Tourism in Nature. Sustainability and environmental concerns.

We have all been confined for so long that contact with Nature is now even more valued. Even if you are in town, create offers that easily facilitate this contact. Develop programs where health and well-being are valued, promote a healthy, restoring balance. Show your concerns about the environment and a sustainable future.

6. Social Distance and Hygiene Security.

It is inevitable that these two premises are not put into a new way of being. Information! Transmit in a positive way how the destination, your hotel, local accommodation, or restaurant genuinely cares about its visitors and will be safe with you. Make videos where you show procedures adopted. Reduce concerns. Make it easy. Ensure peace of mind.

How can you react? STRATEGY + COMMUNICATION + PEOPLE.

Only with an investment in these 3 areas will companies achieve results.

The strategy has to reconcile sales, marketing, and revenue. Do not just lower the price when its value still exists. Define an action plan based on your strengths and your persona. Adjust your offer. Reinforce the quality of your service and communication.

Be present, especially online, not only with an informative communication that guarantees security but above all with emotional communication. Invest in an aspirational design and content that reveals your purpose. Awaken curiosity...

…. And let employees and customers be the ambassadors of your brand. People will have to be your main investment, in the present, in the future, always.

We want to replace the word "survival" with

success

/səkˈsɛs/

noun

the accomplishment of an aim or purpose.

From Latin: successus

HOW TO CREATE A TOP OF MIND BRAND IN TOURISM?

Foto de https://unsplash.com/@adamjang

In a completely atypical year when data was reversed in Tourism - demand is now much lower than supply - how can your brand, your hotel, your restaurant, or a destination be chosen by consumers over other options.

WHAT IS A TOP OF MIND BRAND?

As the wording suggests, it comes first in your mind. It is the brand that is most remembered by consumers in each segment. It does not imply that they are market leaders, although this relationship often exists, but they will certainly be the reference in their niche and in the related and parallel areas where they operate.

Two examples:

if you feel like going to a good vegetarian restaurant, what is the first place that comes to mind? The answer will be the top of mind brand.

If you are more concerned about your environmental footprint when you do tourism, what hotel do you think you will stay? Surely you will remember a hotel that advocates sustainable policies for the environment. The hotel you remember will be a "top of mind" brand.

Faced with a reduction in international markets and a dependence on a fragile and insecure local market, the emotional relationship and bond between the client and the brand become even more necessary. It is the first stage and one of the most crucial in a loyalty process.

And for this to happen, it is necessary presence, recognition, and empathy of consumers. It is a thorough work of branding and brand awareness of each company in its sector.

HOW TO MAKE YOUR BRAND "TOP OF MIND" IN TOURISM?

We have listed here, what we consider to be 6 essential steps for any company in this people to people industry, to excel in its positioning:

1. Know the market and the competition

What is your market consumption patterns and future trends? Analyze how your competitors act, how they communicate, and capture the market.

What are the preferred destinations? Are vegetarian dishes a fashion or a trend to stay?

2. We go back to your company's WHY

Why your company exists, what is its purpose. Consistency, credibility. Delivery of perceived value. Creating relationships.

If you promote your hotel as "family-friendly" the whole culture of the company must be oriented to this purpose.

3. Know your persona

Who are your market segments and how do they behave? Your positioning has to be in line with the audience they want to reach.

There's no point in designing strategies that define your brand as inclusive and sustainable if your audience doesn't embrace these same values.

4. Offer quality products and services

The quality perceived by the client will be what will remain in his memory. Never sacrifice quality over cost, the price to pay later will be much higher.

The dishes on your menu are not just for eating. You must be able to have the best ingredients to provoke the best sensations.

5. Define a sustainable strategy

It is an imperative condition for success that your strategy is aligned on marketing, sales, and revenue management.

The client will be confused if he sees a significant reduction in the prices of his accommodation when in his advertising sells an almost unattainable luxury...

6. Invest in Branding and Communication

Communicate, communicate, communicate! Telling stories to be retold. Create images to be shared. Be proud to shout your brand name out loud. Be part of your customers' daily lives.

A destination must make us dream awake and make us travel with our minds.

Do you want your brand to be remembered? Do you want your company to be the first to be selected? Then work for People! Create connections and develop a LOVE BRAND.

THE GOLDEN CIRCLE IN TOURISM

Golden Circle by Simon Sinek.

"People don't buy what a company does, they buy why the company does it."

This is one of the premises that guided Simon Sinek in his conception of the Golden Circle methodology, which aims to improve the performance of companies in the industry where they operate.

The choice of a vacation trip, the planning of an event, or even a simple lunch with friends, always has an emotional character. The ambition of any brand is to be a "top of mind" and when it is that moment of selection, to be the elected one. For that, the connection between any Tourism company and its clients must be genuine, authentic, and deliver the perceived value that differentiates it from the others. Be remembered.

This methodology proposed by Golden Circle, allows companies to approach the market in a differential way, making them competitive and always ensuring a positive impact on employees, their customers, and society in general. The work is developed on 3 fundamental questions:

WHY | Why?

Start with why. The why is the purpose, the cause, something that the organization truly believes and by which it will design its products and/or services with which its audience can identify.

The meaning must be greater than the simple sum of the components, as Guy Kawasaki says.

Kotler adds that "Brands will have to offer "meaning" and "authenticity" through new values and a new marketing vision. You have to be authentic with your purpose, to be really true with what you want to deliver".

What is your mission in your restaurant? What is the reason for your brand to exist? Why choosing your hotel is so important to someone?

When you can define your why, you must always communicate it consistently. That is when you'll be able to create that emotional connection with your customers and be in their memory at their time of selection.

HOW | How?

By answering the "how", the brand will be able to define its action plan and strategy in order to achieve the results it wants.

How will I highlight my accommodation in the market? What is the differential of the destination? What differentiates my restaurant space from the rest?

The strategy must align sales, marketing, and revenue and all its actions must be developed in unison. And once again, communicated!

WHAT | What?

It will be in this last phase that the company/brand decides what it will offer to the market. All its efforts will culminate in this phase. What does your company do? What are the activities of your business? What products and/or services do you offer?

This methodology is not only applicable to new companies that are emerging in the Tourism industry. In the face of a whole change of paradigms, forms of action, and external factors over which we have no control, it makes sense to stop for a while and re-evaluate your company and your brand, regardless of its size.

Think, Act and Communicate

Note: Simon Sinek is the author of the prestigious book "Start With Why: How Great Leaders Inspire Everyone to Take Action" among others. Our way of working is based on the (re)construction of the identity of companies based on this methodology.

WHY ARE THE GLOVES WHITE IN THE HOTEL BUSINESS?

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Do we need to make so many changes in the Tourism industry or we just need to go back to the old teachings from school?

A health passport to go abroad, beaches with COVID-manager, will this be the European summer? This was the title of a news article in Jornal Publico that caught our attention and made us wonder, if the way of working in Tourism, especially in hotels, will have to change as much. Will we have to do it differently or just go back to some of the older teachings and standards we learned in hospitality schools?

Turismo de Portugal was fast to react sending a message of confidence, creating the Clean & Safe Seal for different companies and activities. Although the stop was sudden and unexpected, we still have in Portugal everything that really differentiates us in a service of excellence: the high quality of the destination and our hospitality.

The hygienic security measures that are required in the different sectors may generate opportunities to enhance each business, even with all challenges that carry. Within our expertise, we leave some of the areas we can work together for your company to successfully reposition back in the market:

PEOPLE

• Develop an organizational culture with a climate of security, trust, and a sense of belonging

• Implement a culture of communication and constant feedback. Positive and open leadership. Involvement.

• Invest in constant teams’ training not only in technical skills but also in human skills. Teams’ motivation. Resilience.

• Promote Happiness @ Work! Genuine concern from the company for the employees.

STRATEGY

• Sales Reset: Redefine market segments, create and adapt new offers. Review the different distribution channels. Develop partnerships. New business models.

• Marketing Reset: Creativity. Personalization. Flexibility. Involvement. Participation. Active listening. Digital, digital, digital but with a personal connection.

• Revenue Reset: Optimization (and not price reduction) with strategies supported on adding values. Simplification. Diversification in a new segmentation. Packaging.

• Elaborate a Sustainable plan. Develop a collaborative community.

COMMUNICATION

• Transparency in the message that has to be the same outside (customers) and inside (employees) of the company. Review if the way you are currently perceived is really the way you want to be seen.

• Tell the true story of your company, your brand. Share and let your customers get involved. Generate emotions, arouse curiosity, create needs.

• Communicate security, tranquility. Show that you genuinely care.

• Take the opportunity to review your image, your design. Innovation. Sustainable materials. Digital.

The measures implemented for Tourism are always updated on the Tourism of Portugal website. We do not have answers for everything, nor do we know all the solutions, but we will be able to be your partner and support you and your business in the implementation of the measures, training the teams and mainly in the projection and potentiation of the work that your company has been developing. It will be necessary to adjust strategies, action plans and above all communicate.

The gloves in the hotel business are white because this color is associated with purity and the customer would immediately perceive the level of cleanliness and hygiene of the place.

THE NEW TOURISM IN A (MU)VUCA WORLD

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(MU)VUCA Means: MEANINGFUL,universal, Volatility, Uncertainty, Complexity, and Ambiguity.

It is used to describe the reality in which we live today: the world changes at an extremely fast pace, it does not have a unique destination, it has several answers to the same question and with several facets.

This acronym comes from the American army to describe the different situations in a war context. Today, VUCA fits perfectly in what is today the Tourism industry in all its areas of activity, especially after an unexpected black swan* named Covid-19. In less than a few weeks, the industry that had pulled Portugal out of an economic crisis and reached record performance figures saw all its effort lost in a total closeout.

How companies will have to reinvent themselves to overcome this challenge:

VOLATILITY | Quick Changes

They also require prompt answers and a clear vision of a new reality. Companies will have to direct the purpose of their initiatives, adapting the business to the digital world. Now is the time, it cannot wait any longer. Tourists are at home, but the communication needs to continue, strengthening the emotional relationship. Hotels, restaurants, and other companies in the sector will have to make new approaches to the business and the market, taking creativity as the trigger.

UNCERTAINABLE | Unpredictable

We need to define flexible strategies that will be able to anticipate different possible outcomes. A new understanding needs to allow the construction of critical thinking. Review the SWOT analysis of each business to find the different matrices to define a plan. Agility in managing processes, improvement of the response time, and resolution of complex problems that may arise. Involve all teams on all solutions.

COMPLEXITY | Multidisciplinary

Clarity on the course to follow, maintaining a firm outlook while taking new risks. Working even better with teams and on their performance and skills, critical thinking, and cognitive flexibility.

AMBIGUITY | Multiple truths

Flexible strategies. Agility and a great capacity of negotiation, since the course will certainly be different from the past. Everything that Portugal had as added value in Tourism still exists good climate, gastronomy, cultural wealth, Nature, hospitality. We still have the same quality product that we always offer. Tourism in its essence only has to reinforce its image with Security. Use clear and transparent communication.

However, the term VUCA gets a new dimension today because there is the need to add the two letters M and U, forming MUVUCA.

MEANINGFUL | Sense of purpose, Sense in what we do

A more human and collaborative leadership. Each company, regardless of its size, can take advantage of this forced stop to look inside, (re)evaluate its purpose and work in a sense of belonging to their teams. Work on the capabilities of the employees and their valences, especially on resilience to face challenges and restart the cycle as often as necessary.

UNIVERSAL | Global Impact

Each action generates a consequence, no matter how small the size of the company. Tourism and its players have now a greater responsibility to become sustainable, to preserve the environment, and to cultivate good practices.

Tourism has already faced several challenges but has overcome them all, always stronger and more resistant. We are resilient. No one was expecting a moment like this, but it will be the opportunity to improve each destination, each hotel, each restaurant, and each tourism company, reinforcing the reasons why Portugal has been elected so many times as the best tourist destination in the world.

*Black Swan | Reference to The Black Swan book, published in 2007, that was written by the Lebanese essayist and researcher, Nassim Taleb. The Black Swan Theory describes an unexpected and rare event with many ramifications. This type of event is almost impossible to predict and is therefore difficult to mitigate. However, if observed from a certain distance, it seems obvious and inevitable.

THE EMPLOYEE’S JOURNEY

Photo Tim Mossholder

Do you really know your teams? Do your employees really know your company?

In any business or brand, we immediately try to make the purchase or consumer journey and focus our work on optimizing each of these phases. There are several possible journey mappings, but in Tourism, we like to consider the following:

Buyer Process Journey | Awareness; Consideration, Decision and Purchase

Consumer Journey | Discovery; Consideration, Purchase, Retention and Advocacy

But isn't there a journey so or even more important, that companies sometimes neglect? How many companies really invest in the Employee Journey?

Phases are similar and honestly, the answers to create the Best Employee Experience are also very easy to implement. All it takes is a focus on what is important.

THE PHASES

1. Attraction/Recruitment | Clarity in the job to be performed and in the culture of the company. Does he/she have the same cultural fit?

2. Onboarding / Training | Integration. Organizational climate. Lines of relationship. Feedback

3. Development | Constant training (technical and human skills). Follow-up. Innovation.

4. Retention/Promotion | Career plan. Opportunities. Mentoring. Benefits. Recognition.

5. Separation | Importance of exit interviews. Networking with former colleagues. Recommendation.

Practices to create the best employee experience*:

PERSONALIZATION

Alignment between employees' needs and the company's needs. Know who are your employees, what are their difficulties are and how the company can contribute in a more positive way to the quality of life beyond the workplace.

TRANSPARENCY

Communication, values, corporate culture. Expand visibility throughout the organization (company and employees). There should be no doubt about the purpose of the company. Clear lines of communication.

SIMPLICITY

Eliminate activities and information that add no value in simplifying processes and routines. Efficiency. Ability to innovate and receive feedback. Involvement.

AUTHENTICITY

Align employees' experiences with the organization's culture and values. A genuine concern of the company with the well-being of each employee. Adding benefits and added values beyond remuneration.

RESPONSE

Active feedback and listening from both sides, for full understanding. Flexibility for employees and companies to share information and change attitudes.

We remind you that "It is not the customers who come first, it is the employees. If you take care of your employees, they will take care of your customers" (Richard Branson)

*Source: IBM Institute for Business Value

6 GUIDELINES FOR A SUSTAINABLE RECOVERY

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Will Tourism reopen considering Sustainability? There is no other option…

Environmental sustainability and good practices for preserving the environment were the hottest topics of discussion, in a global context, before the whole situation with Covid-19 emerged. Overtourism was also a word often heard, with a negative connotation and for which solutions were trying to be found. Ironically, and due to the pandemic, in a short period of time, some of the environmental impacts have decreased, the air has become cleaner, species have returned to their habitats and Tourism has disappeared.

However, this 'positive' environmental situation may only be temporary if, when we return to business, we haven’t learned anything from the mistakes made in the past. The challenges of balancing the economy of Tourism with environmental concerns do not have an easy answer, but any company to ensure success will have to adopt a sustainable policy, that guarantees the quality of the future (and of the Tourism) for the upcoming generations.

Environmental problems and challenges have already been widely discussed and identified, and Covid-19 has reminded us and reinforced the idea that we are all connected. The only solution needs to be working together to the same goal. Investments need to be made now, so that in the future, in the mid and long term, tourism and businesses can have a competitive advantage, profitability and cost-efficient management.

Start with the foundations

Before moving forward with any action plan, you will need to integrate sustainable policies into your macro strategy, involving all teams and define the purpose and reasons why the company is adopting each practice. It can't just be a "trendy thing"; it has to make sense. Even if there are no financial resources to implement the plan, teams can start designing the structure based on the 17 Sustainable Development Goals (SDGs), developed by the UN. Analyze which are the most relevant in the history and operations of the company, involve the teams and define the final and intermediate objectives, step by step.

Human Sustainability

No plan or strategy will work, especially in the Tourism industry, if there is no investment in the main and most important asset of the companies: People! Motivation, involvement, sense of belonging and constant training are essential to ensure the sustainability of any business.

Review your list of suppliers

Take advantage of this time to evaluate your suppliers’ policies and negotiate with them if necessary. Confirm that they are also aligned with sustainable practices. And above all: consume local products. Be part of a national collaborative economy.

Redesign your menus (hotels and restaurants)

Following the selection of your suppliers, challenge the creativity of your Chefs. Evaluate all production phases, analyze environmental impacts and cost reduction. Reinvent and diversify your offer.

Include sustainability in your budget and future investments.

It makes no sense to define policies and an action plan if managers and investors do not take them into account on their own plans. Implementation has associated costs, and these must be considered in budgets and investment plans if sustainability is to be sustained.

Get a certificate

Communicating sustainability is also important and the best way is through a certification that ensures safety and credibility. Biosphere Portugal is a possibility and is available for the different players in Tourism.

This content was written based on the article by Alex Sogno, CEO - Senior Hotel Asset Manager of Global Asset Solutions

MENTALITY "PEOPLE FIRST"

Photo freepik

5 ways to connect and lead your team remotely

The present times have brought some challenges to companies, where in just a couple of days, teams had to readjust themselves to a “teleworking/home office” model, being or not prepared for it. The challenges also extend to the leadership of these same teams, where a People-oriented mentality becomes fundamental.

The Tourism industry was no exception, and when it was at its peak it was forced to close. Some restaurants and hotels will be back in operation soon, but with limitations. Other units will postpone their return until later. Many teams will still be staying at home...

Team leadership thus becomes an increasing challenge as time increases distance, fears, and uncertainties. Therefore, it is essential to work on some skills and maintain a sense of belonging. To the leaders we recommend:

1. Mentality People First

Assess the emotional state of each member of your team. Try to understand where they might need help and support. Develop that support and create help groups among employees and if necessary, with experts. The company culture must care and think about people first.

2. Trust in the values and mission of the company

These are moments when brand values should be communicated and perceived more clearly. If your hotel's mission is to make your guests feel at home, remind your teams of that purpose. Give them confidence in that value and value their commitment.

3. Maintain a face-to-face communication

Although we must maintain a social distance, the new technologies allow us to move closer together. Convene meetings where you promote eye contact so that you can also analyze the non-verbal communication. Keep a casual atmosphere as you do not need always to be talking about work. Take that coffee break together. Complement and celebrate their performance.

4. Customize your message

Institutional, standard messages for all employees will not work. Authenticity and empathy should be in your message. Focus on the needs of your teams and not on your own needs. Create a connection. After all, in Tourism, details do make all the difference.

5. Clear communication with clear objectives and dates

Clarify properly the purpose of each message. Keep the team up to date with the development of projects, with the work that is being developed and what will be their contribution. Do not promote a “noisy” in communication. Everyone should know where to find the information they need. Just as they always know where the cutlery is...

Original article in Thrive Global

THE NEW TYPES OF TRAVELLERS

Photo Element5 Digital

Slowly, Tourism is reopening its doors... Who will be these tourists?

We want to welcome visitants again! The locals, the neighbors, friends, and family. And... the Tourists! After this time of confinement, we tried to understand who these tourists could be in this "new" normality where we are all (re)learning to live.

The Staycationer

This type of traveler likes to explore but is still afraid to travel far from his home. They stay in their city or nearby places, within their comfort zone where they feel safe. They will return to look for their favorite places and/or discover other genuine and unique spots. They will want to please themselves some luxuries as a reward and look for health and well-being activities.

The Escapist

These travelers will be eager to leave for a new destination as soon as the restrictions are released. While they cannot leave the country due to the restrictions, they will explore their own country. They will be eager to discover new destinations and will need easy access to local amenities.

The Opportunist

Like most experienced travelers, the "opportunist" will seek to take advantage of the best offers and the best prices for accommodation. They will mainly be younger travelers and will start booking trips for early 2021.

Are you ready to welcome all of them?

Ideas from Callum Hale-Thomson, VP of Business Development from Unwrapped

ARE YOU COMMUNICATING WITH YOUR NON-CUSTOMERS?

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Words can provoke action. It is up to us to decide on the course.

In what we all know as the customer journey, communication is essential not only as a mean of transmitting information but especially in the process of involving and building customer brand loyalty. Tourism has closed its doors and tourists had to stay at home. Faced with this scenario, the message has reached even more importance, as a link between brands and customers.

If during the confinement it was important to have maintained a regular communication, although not intrusive, with your usual customers; now we are in a new phase. Not only we want to be remembered, but we also want customers to return to our hotels, to our restaurants, to family weekend trips. If the connections have been strengthened, the return will happen soon.

But what about your non-customers?

In all adverse situations there are opportunities. At this moment, at the beginning of the different phases of deconfinement, the search for "normality" begins. We know that everything has changed, but maybe in this change, you can make a difference. The message you will share will be of extreme importance. Not only in its content but above all in its essence, on how it will be perceived and in the connection that will create with those who have not yet discovered your brand.

Power to create emotions. A tourist destination continues to maintain its features, so it only needs to send a message of confidence, tranquility, and security. To provoke the need to be there.

To give an added value. A hotel or any other type of accommodation has always been concerned with the well-being of its guests. Now you just need to add even more value to your purpose in welcoming, with extra care.

Authenticity. The way each menu is created in your restaurant needs to be original. Feed all senses of those who seek the comfort and pleasure of a good meal.

Discovery. There are still many places, stories, traditions to discover, and most of them are only known by the tourism agents. Encourage new adventures, experiences not yet lived, and realize dreams.

Listen carefully. More important than "talking" is to listen, to know what your market is looking for at the moment, how you can make a difference in that family holiday, in a romantic getaway, in the lonely traveler. Listen to the voices of those who are looking in the market and create.

Take advantage of the digital. Nothing new! Just more creativity, more interaction, more participation, and involvement. Take a good look at the profile of each of the users of the different social networks and customize your message. Create connections that last.