ETHICAL COMMUNICATION FOR THE HOTEL INDUSTRY
- IT I S FOCUSED ON ACCESSIBLE TOURISM, A VERY SPECIFIC TARGET AUDIENCE WHICH I S HIGHLY ATTENTIVE TO I T S OWN NEEDS. THIS AUDIENCE REPRESENTS 17% OF THE EUROPEAN POPULATION, AND OFFERS INTERESTING COMPETITIVE ADVANTAGES ON THE MARKET
- I T ANALYZES THE ACCOMMODATION FACILITIE S ’ COMMUNICATION CHANNELS, PAYING SPECIAL ATTENTION TO ACCESSIBILITY AND OPTIMIZATION FOR SENSITIVE TARGET AUDIENCES
- IT DEVELOPS AND IMPROVES COMMUNICATION SOLUTIONS IN ORDER TO ACQUIRE AND BUILD CUSTOMER LOYALTY IN SPECIFIC SENSITIVE AUDIENCES OR AUDIENCES WITH SPECIAL NEEDS
- IT HELPS IMPROVE THE OFFERING TO GRADUALLY INCREASE POSITIVE FEEDBACKS TOWARDS HIGHER NUMBERS BY CONDUCTING ON-SITE TEST SUPPOR TED BY OUR CONSULTANTS BOTH WITH OR WITHOUT DISABILITIES
Ethical communication is the application of guidelines drawn from direct experiences of people with disabilities and special needs.
Our experience was formed during years spent working with Non-Profit associations. We helpe d Non-Profit associations create projects together with Profit companies in order to achieve tangible benefits for both organizations’ users and customers.
DURING THE PAST TEN YEARS I’VE BEEN THE PROJECT MANAGER OF MANY DIVERSIFIED PRODUCTS AND SERVICES, BOTH TECHNOLOGY AND BRAND DRIVEN. MY JOB IS TO PLAN NEW STRATEGIES AND DEVELOP CORPORATE IDENTITIES WHEN COMPANIES NEED TO SWITCH THEIR MARKETPLACE, OR WANT TO BOOST THEIR LEADERSHIP, BOTH FOR NEW BRANDS OR HISTORICAL BRANDS THAT NEED TO FRESHEN UP. WHILE SOFTWARE AND APP PROJECTS EVOLVE, I COORDINATE CLIENT’S NEEDS WITH THE FINAL USER’S NEEDS, TURNING USER’S FEELINGS INTO PROFITS. MY PERSONAL ATTITUDE IS AIMED AT SOLVING PROBLEMS, WHICH DEFINES HOW I APPROACH EVERY PROJECT I’M IN CHARGE OF.
I DEAL WITH ALL ASPECTS OF VISUAL COMMUNICATION, MY SKILLS COVER GRAPHIC LAYOUT, COLOR AND PHOTO EDITING, AND ORGANIZING THE USE OF IMAGES AND GRAPHIC ELEMENTS. CORPORATE IDENTITY IS ALWAYS THE STARTING POINT, THE FOUNDATION THAT HELPS DEVELOP A STRATEGY AIMED AT OBTAINING THE BEST RESULTS GIVEN A COMMUNICATION GOAL AND A BUDGET. I’VE GROWN A SPECIFIC ABILITY IN THE FIELD MOSTLY DUE TO MY MASTER DEGREE IN FASHION DESIGN, BUT I KEEP ENHANCING IT THROUGH A CONTINUOUS CONTRIBUTION OF COMMERCIAL AND STOCK PHOTOGRAPHY TO THE MAIN STOCK PHOTO AGENCIES.
IS IT WORTH IT ?
People with special needs, difficulties and disabilities are more likely to increase their spending budget in return for having the hotel pay attention to ease of usability of their accommodation services for them.
When their needs are met, usually they promote brands much more easily within their community, with people that have similar needs, compared to customers that are considered to be more conventional.
Accessible tourism is relevant to 17% of European population, and it is by no means a small niche. And we’ve just scratched the surface…
ETHICAL COMMUNICATION. ELEMENTS MAP
TWO ESSENTIAL ELEMENTS:
- sincere, spontaneous, honest communication
- inclusive communication , gradually integrating all sensitive microtargets
- digital: websites – apps – skills – social networks compatible with read out technology, keyboard navigation through tab key, images alternative descriptions, on-site connection links etc.
- analogue: traditional media – printed materials – street marketing – packaging – events communication designed paying attention to the needs of people with reduced vision, use of qr-code and various tools to seamlessly complement traditional communication with digital communication etc.
ETHICAL COMMUNICATION. PRACTICAL PROPOSAL
What will we do for you? We provide our experience to help you communicate your services in the most effective way. Your services are designed to be high-end, they can also be high-end, accessible and inclusive at the same time.
- we analyze various communication outlets where your brand is already present (social media presence, brand owned website, reputation on reviews and comparison shopping websites)
- we verify the practical use of the services dedicated to people with disabilities offered by the accommodation facility
- we propose new strategies and adjustments to the current communication strategy to gain effectiveness while respecting principles of honesty and sincerity
- we prepare services evaluation reports considering a short and medium term development plan to help clients gradually make improvements, in order to reach goals in a structured and economically sustainable way
- facilities’ services are also directly tested by people with disabilities, we provide partner consultants or trusted non-profit organizations to validate functionality and accessibility of services in order to lower as much as possible the chance of negative feedbacks or evaluation errors
- we develop best practices suitable for each individual case and accommodation facility in order to address any negative feedback with constructive strategies. We help clients transform a possible clash into an opportunity, giving guidance to meet customers’ different needs in such a way that is also productive and useful to the accommodation facility
The competitive advantage that comes from attention to details of high-profile services that are dedicated to audiences with various accessibility needs is shown through the clients’ communication outlets, allowing a greater organic diffusion (word of mouth power within these audiences is even greater than what we are used to when considering effectiveness of marketing tools.)
THE VALUE OF ACCESSIBLE TOURISM. MARKET STATISTICS
““Who are the protagonists of this market share? It is too simplistic to think that only people with physical disabilities are the main stakeholders of it. It’s a matter of including in this market share the broader and generic world of needs, also represented by people who have no obvious disabilities: people with reduced mobility (walking difficulties, people using walkers, using wheelchairs or motorized chairs),people with sensory disabilities (deaf or hearing impaired people, blind or visually impaired people), people with cognitive disabilities, people with autism ,autism, obese people, elderly people, parents with strollers, children, pregnant women, people with special dietary needs (for physical or cultural reasons).
Considering the current European situation, according to an Eurostat study, the potential demand for Accessible Tourism is estimated at about 127.5 million people (46 million people with some form of disability, plus about 81 million people over 65). These numbers partially debunk the common belief that the Accessible Tourism segment is a niche market, whereas it affects about 17% of the European population. The data from the World Health Organization show that by 2040 28.1% of the population will be over 65 in Western Europe, and that this number will be 32.6% in Italy, with the average age of the population being 52 years. Based on a research promoted by Deloitte & Touche, Laurel Van Horne says that 70% of audience belonging to the Accessible Tourism market share have both the economic and physical possibilities to take a holiday.
Considering € 620 to be the average expenditure per person per holiday, and multiplying it by the number of potential users in Europe of accessible tourism services,(268 million people), it emerges that the potential income derived from Accessible Tourism amounts to approximately € 166 billion”
ETHICAL COMMUNICATION IT IS A PATH OF CULTURAL CHANGE THAT AIMS TO CONSIDER ANY PERSON A RESOURCE AND A MARKETING TARGET. THE REWARD FOR SUCCEEDING IS MOTIVATED EMPLOYEES AND SATISFIED NEW CUSTOMERS