2009 was a tough year for the travel and hospitality industry, like many other industries. But let’s learn some lessons from the events of 2009 and apply them in 2010 to better position hospitality organizations. Three events from the past year will be very important to travel marketers in the coming year.

1. Real time, all the time.

The web moves in real time. As more and more people use and rely upon social networks like Twitter and Facebook they are getting used to the era of ‘information now’. And recent changes in Google search bring real time events to the masses. For example, typing in “snow Virginia” in Google brings up results which are actually useful – a weather report and Twitter reports from skiers at Wintergreen and Massanutten. 

What does this mean for travel and hospitality marketers?  It means that your monthly emails or quarterly newsletters are going to be perceived as quaint at best.  In 2010 you’ll need to make sure you have something relevant to say and say it fast. 

      2.  Shifting trust.

In 2009 many brands witnessed a distinct decline in consumer trust. Some of this was brought about by the recession and some due to the fact that many of the nation’s biggest institutions failed. Now, for the first time in years, smaller and ‘local’ organizations have an opportunity to make inroads with consumer trust and compete against the big boys.

What does this mean for travel and hospitality marketers? Go back to the mission of your organization and review the language and terminology you are using to ensure it is communicating your brand values effectively. Make 2010 the year of the local or small hospitality organization triumphing over the larger regional and national players by playing off the grass-roots and ‘shop local’ appeal that is presently resonating with consumers in many product and service categories.

       3.  Influencers need attention.

Thanks to the growth and prevalence of social media in 2009, we’ve seen more and more user generated content in advertising, but now more brands than ever are turning to this method as a way of encouraging customer engagement. Going back to a Forrester study from 2007 on Engagement Marketing, it was noted that “a person who contributes content, such as a product review or a video of the product in use, may be far more valuable than the average purchaser.”

Nowhere is the influencer more important than to travel and hospitality organizations. So what does all this mean for these organizations? Travel marketers need to track individuals who influence others to book travel. For example, a person who may have never stayed at or visited your destination but always rates and reviews what she books can be just as valuable as someone who books a lot of business with your destination — her reviews might influence 100 other people to book. Tracking only guests and visitors misses this significant element of influence. In fact, don’t be surprised to see reward programs giving out points and miles just for taking part.