Leisure-time

The following is a paper I submitted for my journalism class. I just wanted to say thanks to Sue Rupe, Greg Myers and Jeanette Soto for their input.

In what has been termed the worst economic time in years, many are searching for creative ways to stretch leisure-time, vacation money.

The Hernando County tourism industry is thinking outside the box to compete for travel dollars in today’s slow economic climate. Market projections by experts have listed specialized package-tours as their primary growth segment of tourism, followed by staycations, or stay at-home vacations, to save money. Local business owners and industry experts are adjusting to lower revenue figures in tourism, with a stepped-up approach to customer service.

“To compete in today’s economy, businesses are forming partnerships for marketing purposes,” Hernando County Director of Tourism Sue Rupe said. “These businesses are putting together vacation packages, promoting staycations and even offering coupons to attract consumers.”

As the director of tourism, Rupe is responsible for attracting tourism dollars to the county. One of her primary job functions is the oversight of statistics related to Hernando County’s local option tourism tax. This tax provides an economic indicator of the volume of local tourism dollars spent within the county. The collection of this tax has seen a significant decline over the last 3 years and has affected many local businesses, as reported in county records. Low hotel occupancy, event attendance, and a decline in restaurant business is sign of this decline in tourism tax, according to officials.

ACBS Travel Agency President, Greg Myers has noticed a slowdown in some bookings but remains optimistic because he is still selling travel packages. Some of his client have shifted their travel plans to cruise bookings. Myers believes this trend indicates a need for his clients to find the most economical way to travel in the current financial climate.

“We have noticed our clients are more aware of how far their dollar will go,” Myers said. “We have seen changes in destinations, such as going Mexico or South America, verses going to Europe, where their dollars go farther, with the varying exchange rates.”

When comparing staycations to cruises, Myers said, “Staycations are good but most of our clients want to get out of town, even if it is just for a few days.”

ACBS Travel Agency credits their longevity in Hernando County on their individualized customer service. Even though records indicate the county has a 10.4 percent unemployment rate, ACBS has been fortunate they have not had to lay off any employees within their organization.

Jeanette Soto, retired administrative aide from Hernando County Public Works, agrees that the economy has affected all aspects of life, especially vacations. “Our family learned a long time ago to live within our ‘needs’ list instead of our ‘want’ list,” Soto said. “The necessities always take priority.”

“We haven’t taken a vacation in 3 years because of being care-givers for my 92 year-old mother,” Soto said. “She is very ill and should she not make it, we will take a vacation, no matter the economy, maybe to Puerto Rico.”

Randall Travel Marketing, which focuses on strategic planning and market research, is predicting that consumers will limit their spending and stay closer to home on vacation in 2009. The primary growth segment in tourism, according to Randall Travel, is booking specialized package-tours that are customized by operators to meet the expectation of the individuals in the group. To compete with the changing needs of their clients in this economic climate, Randall believes the industry is reinventing itself to meet traveler’s expectations.

“In the travel industry, you have to have excellent service,” said Greg Myers, president of ACBS Travel Agency. “Our agency takes pride in excellent customer service where we take the hassle out of travel.”