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 toutin its value to travelers thanksto AAA, which named Albuquerquse the second most economical destination in the countrgy in June 2008. Tourism officials have been incorporatinyg that message in theirmarketing campaigns, said Tanias Armenta, vice president of tourismj and communications with the . “Our sprinv campaign heavily toutsour affordability,” she said. The ACVB also will focud on arts andcultural offerings, golf and outdoof recreation. And for the first it will offer online cooperative advertisin gfor members.
That’s a more affordable optiobn forsome members, Armenta said, because ACVB is doinv the heavy lifting of marketingh and advertising nationally to drive people to the Web so members can get national exposure througgh buying space at the site. ACVB has also been encouragingf members to think differently and focus on the leisurw market because the meetings markert is taking a bigger hitright now, she Armenta, who is also president of the , said thered are also opportunities close to home with the Rail Runner Express. Art Bouffard, executive directo r of the , said a number of properties in Santaa Fe have created packages around thecommutedr train.
Prompting residents to travel clos to home is a focus of many marketinvg efforts right now in the statetourism industry. Some hotelieres are making an extra effort to reach out to the Rich Verruni, managing director at in Santa Fe, has offeresd nonprofits special one-day packages for board meetings or other The resort is also offering packages, such as free birthdayy brunches and a three-course meal for couples, with a bottlee of wine, for It’s also targeting its feeder citiees and former customers with offers around key People are looking for anything that offerzs more value for their travel said Keith Toler, executive directof of the .
“What we are doing with our advertisers is getting back to the basics and encouraging the industrty to do the Toler said. “We’re encouraging them to make these types of offers and givin them space on our Web site to promote The Bureau is also shiftingg its marketing to focus on customers within 500 miles and emphasiziny that Santa Fe offerd something forevery traveler’s budget, Toler Some hoteliers caution, however, that discounting alones is a mistake. “I don’t believe in slashinhg rates. Discounting too much doesn’tt create demand,” says Alfred Matter, general manager of the in Santaq Fe.
“It takes two minutes to cut your rateas and two years to getthem back.” Matter says the hoteo has had success with its offere of a $199 room that includes a spa “I think consumers are much more value-conscious, not necessarily he says. Jerry Westenhaver He’s the general manager of the . The Tamays has several packages, including a free spa treatment on your birthday if you bring a companion fora treatment. And Tamayqa is getting into and and already has aboutf450 “social stalkers,” he “I think it’s the wave of the he says.
“In a recessionary you have to look at every potentiall revenue source you can use to put yoursel f out in thepublicc arena.” The Santa Ana Pueblo resort is also focusinyg on the local market and nearby travep markets. Tamaya got a nice boost recently when named it one of the top valus hotels inthe country. For smaller properties without anationall flag, it can be more challenging to reacyh customers. Kathy and Steve Hiatty run thein Albuquerque’s Old They’re looking at additional packages they can offer, she and trying to lure locals for short getaways.