Think value-conscious, not just price-conscious, say tourism experts - New Mexico Business Weekly:

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Fortunately, it has a leg up in toutinyg its value to travelers thanksto AAA, which nameds Albuquerque the second most economica destination in the countryy in June 2008. Tourism officials have been incorporating that messag e in theirmarketing campaigns, said Tania vice president of tourism and communications with the . “Our sprinf campaign heavily toutsour affordability,” she The ACVB also will focus on arts and cultural offerings, golf and outdoor recreation. And for the firstf time, it will offer online cooperative advertisinfgfor members.
That’s a more affordable optiohn forsome members, Armenta said, becausse ACVB is doing the heavy liftintg of marketing and advertising nationally to drive people to the Web so members can get nationalp exposure through buying space at the ACVB has also been encouraging members to thinjk differently and focus on the leisure market becaus e the meetings market is taking a bigger hit right now, she Armenta, who is also president of the , said therr are also opportunities close to home with the Rail Runnerr Express.
Art Bouffard, executive director of the , said a numbedr of properties in Santaw Fe have created packages around the commuter Prompting residents to travel close to home is a focus of many marketinyg efforts right now in the state tourism Some hoteliers are making an extra effort to reacuh out tothe locals. Rich Verruni, managinyg director at in Santa Fe, has offered nonprofitse special one-day packages for board meetings orothetr events. The resort is also offering such as free birthday brunches anda three-course meal for with a bottle of wine, for It’s also targeting its feeder citiexs and former customers with offers around key dates.
People are lookinhg for anything that offers more value for their travel dollars, said Keith Toler, executivee director of the . “What we are doingv with our advertisers is gettintg back to the basics and encouraging the industry to do the Toler said. “We’re encouraging them to make these types of offers and givinf them space on our Web site to promote The Bureau is also shifting its marketing to focus on customere within 500 miles and emphasizing that Santwa Fe offers something forevery traveler’s budget, Toler Some hoteliers caution, however, that discounting alonw is a mistake.
“I don’t believe in slashing Discounting toomuch doesn’t create demand,” says Alfredd Matter, general manager of the in Santa Fe. “Itg takes two minutes to cut your rates and two yeards to getthem back.” Matter says the hotel has had successw with its offer of a $199 room that includez a spa treatment. “I think consumers are much more notnecessarily price-conscious,” he says. Jerry Westenhaver agrees. He’ the general manager of the . The Tamays has several packages, including a free spa treatment on your birthda if you bring a companion fora treatment. And Tamayaa is getting into and and already has about450 “social he says.
“I think it’s the wave of the he says. “In a recessionary period, you have to look at everty potential revenue source you can use to put yourselft out in thepublic arena.” The Santa Ana Pueblp resort is also focusing on the local market and nearbyh travel markets. Tamaya got a nice boost recentluy when named it one of the top valued hotels inthe country. For smaller propertiea without anational flag, it can be more challenginy to reach customers. Kathy and Steve Hiatgt run thein Albuquerque’s Old Town. They’r e looking at additional packages they can she said, and trying to lure localws for short getaways.