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 toutingf its value to travelers thankdsto AAA, which named Albuquerque the second most economical destinatiojn in the country in June 2008. Tourism officials have been incorporatinb that message in theirmarketing campaigns, said Taniaq Armenta, vice president of tourismk and communications with the . “Our spring campaig heavily toutsour affordability,” she said. The ACVB also will focusw on arts and cultural golf andoutdoor recreation. And for the first it will offer online cooperative advertisingfor members.
That’e a more affordable option for some Armenta said, because ACVB is doing the heav y lifting of marketing and advertising nationally to drive peoplew to the Web pages, so member s can get national exposurre through buying space at the ACVB has also been encouraging membersd to think differently and focus on the leisure market becaus e the meetings market is taking a biggefr hit right now, she said. Armenta, who is also presidenf of the , said there are also opportunities closed to home with the RailRunnerf Express. Art Bouffard, executivw director of the , said a numbeer of properties in Santa Fe have create packages around thecommuter train.
Prompting residents to travelo close to home is a focus of many marketingb efforts right now in the statetourisj industry. Some hoteliers are making an extraz effort to reach out to the Rich Verruni, managing director at in Santa Fe, has offered nonprofits special one-day packages for board meetingd or other events. The resort is also offering packages, such as free birthdag brunches anda three-course meal for with a bottle of wine, for $39.95. It’s also targeting its feedeer cities and former customers with offers arounxdkey dates. People are lookintg for anything that offers more valuew for theirtravel dollars, said Keithb Toler, executive director of the .
“What we are doing with our advertiseras is getting back to the basics and encouraging the industry to do the Toler said. “We’re encouraging them to make these types of offers and givinvg them space on our Web site topromotde them.” The Bureau is also shifting its marketing to focuzs on customers within 500 miles and emphasizing that Santw Fe offers something for every traveler’s Toler said. Some hoteliers caution, that discounting alone is a mistake. “I don’t believe in slashing rates. Discounting too much doesn’f create demand,” says Alfred Matter, general manager of the in Santa Fe.
“It takes two minutes to cut your ratesa and two years to getthem back.” Matter says the hotel has had success with its offet of a $199 room that includes a spa “I think consumers are much more value-conscious, not necessarily price-conscious,” he Jerry Westenhaver agrees. He’s the general manager of the . The Tamays has several packages, including a free spa treatmentt on your birthday if you bring a companiohn fora treatment. And Tamaya is gettin into and and already has abour450 “social stalkers,” he says.
“I think it’ the wave of the future,” he “In a recessionary period, you have to look at evert potential revenue source you can use to put yourselr out in thepublic arena.” The Santsa Ana Pueblo resort is also focusing on the locakl market and nearby travel markets. Tamaya got a nice boostt recently when named it one of the top valu hotels inthe country. For smaller propertiesx without a national it can be more challenging toreacbh customers. Kathy and Stevse Hiatt run thein Albuquerque’sw Old Town. They’re looking at additional packages theycan offer, she said, and tryinbg to lure locals for short getaways.