According to the most recent report from the Snohomish Tourism Bureau, travel and tourism is now a $1 billion industry in Snohomish County. As the rain gives way to sun, is your business positioned to take advantage of the summer travel season?
In addition to overnight lodging and transportation expenses, visitors to Snohomish County spend more than $300 million at local restaurants and $200 million in retail and grocery stores. Not surprisingly, nearly a quarter of all tourists come from neighboring counties, but more than a third are international visitors. With new hotel properties opening throughout the county, the tourism sector is ready to continue its growth.
Small businesses can uniquely benefit from a robust tourism industry. Travelers often want food, shopping and entertainment experiences unique to the area. There are a few things you can do to tune up your ability to capitalize on this market.
Check your social and digital footprint: With apps like Yelp, TripAdvisor and reviews in Google Maps, tourists use their mobile devices to find and decide where to eat, shop and explore. Make sure that your information on these key sites is up to date with correct hours and a link to your website. Look through some of your recent reviews from customers to address any complaints, and encourage your best customers to update their reviews of your business. The extra help star on Yelp or recent photos on TripAdvisor can drive more business your way.
Build your business-to-business connections: Is your retail store near one of the new hotels in our community? Or is your restaurant close to a museum or ferry terminal? Connecting with other tourist-oriented businesses can be a great way to drive referral-based customers. Take the time to meet with hotel management and staff to build a positive relationship and consider offering a discount to their guests. Many tourist attractions will have a display with information on local businesses, but go beyond the pamphlet and create word of mouth recommendations that are far more powerful. Be willing to return the favor by recommending partner businesses to tourists who come your way as well.
Think repeat business: It is easy to think of a visitor as a one-off transaction, unlikely to return. However, the tourist in your store today can be your online customer tomorrow. Use your social platforms to connect with visiting customers. Consider offering a shipping service to help visiting customers avoid the hassles of checking baggage at the airport. Encourage reviews on travel sites as people tend to relate to others from their hometown.
Local repeat customers are essential to any small business. However, growing your brand and reach to serve the tens of thousands of summer tourists can boost your bottom line and continue to make Snohomish County a great place to visit.
Ryan Davis is dean of Business and Applied Technology at Everett Community College.
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