Five key steps to building a winning travel brand

MANILA, Philippines - Since the ‘90s when he first launched his T-shirt business under the Islands Souvenirs label targeting tourists seeking vacation mementos, Jay Aldeguer of the Islands Group has seen many brands come and go.

 Aldeguer is convinced that for him as well as many other entrepreneurs, opportunities continue to abound in the tourism industry especially now that domestic travelers are increasing in number alongside foreign arrivals. Describing himself as one who has had a “front row seat to the growth of the tourism sector,” he shares a number of insights on how to build an enterprise centered on the needs of travelers.

• Spot the gaps. After Cebu opened its international airport and had become a hot spot for global travelers in the ‘90s, Aldeguer, then a fresh college grad, realized that there was a big demand for souvenir items that would help their buyers to prolong good vacation memories. Baggage restrictions favored T-shirts that announced where they had been. Yet, the only ones available in the market displayed drab, outdated designs.

Aldeguer revolutionized the industry by introducing bright attractive colors and graphics that proudly emblazoned a Philippine destination – and not the “Maui” and “California” T-shirts favored by most then. He decided to distribute the trail-blazing T’s in a popular Cebu department store rather than the usual tourist outlets.

• Zero in on the travelers’ needs and psyche. Focused once more on design and offering standardized services, Aldeguer chose next to get into banca cruising. Unlike other boats, Islands’ models offered beanbags, ipod docks, sunbathing decks and uniformed crew – which were warmly welcomed by gadget-toting sun and sea lovers. Better yet, banca personnel know exactly how long it would take to go from one destination to the next and what to expect enroute. They were also properly equipped for every circumstance.

• Be very mindful of changing trends. Unlike in the past, more and more travelers these days no longer view a hotel as a destination in itself. After all, they travel primarily to indulge in new experiences – physical as well as well as culinary, among others, according to Aldeguer. “They spend most of their time trying out ‘photographable’ activities and book a hotel primarily as a place to rest after their activities.”

Focused on these requirements, Aldeguer set up the Islands Stay Hotels envisioned to offer rooms in top travel spots at affordable rates but with the chic factor. Rooms are “Japanese-inspired” – meaning they are basic and simple but offer strong visual appeal. They also all come equipped with a LED TV with a USB port so one can easily view his photos as well as favorite TV series. Again, the occupancy rates of the two Islands Stay Hotels in Cebu, which hardly dips below 90 percent, indicate the future of hotel rooms is headed towards the Islands Hotels Stay model.

• Delight the customer. When you sleep in an Islands’ Stay room, you are provided not only with a LED TV but also a cotton duvet blanket similar to what you would get in a room easily five times more expensive. The TV and blanket were deliberately included in the room to serve as unexpected bonuses to the guest, says Aldeguer. These little pleasures help keep the customer loyal to a brand, he emphasizes.

• Strengthen the brand. Defined as a name you can trust, a brand that resonates with the tourist is especially important in the travel sector. Aldeguer, who is a frequent traveler, recalls being on a flight to London that was unexpectedly diverted to Birmingham, a minor airport not serviced by big airlines. Passengers had to make their own way to London, a situation that distressed Aldeguer, who had a connecting flight to catch at Heathrow Airport. Worst, the travel logos that greeted him at the Birmingham terminal were all unfamiliar – save for one—Virgin Trains. He recalls making that immediate connection with the brand and selecting it over other options – even if it was more expensive.