Marketing Review - Spring 2008 - (Page 33) Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales Strategies for Sales, Marketing, and Revenue Managers The 2008 Economic Stimulus Act approved by Congress in February to boost consumer spending in a slowing U.S. economy, will pump $106 billion in tax rebate checks in the hands of over 130 million families and individuals, just in time for consumer booking periods for vacation travel for summer, fall, and winter. This article outlines who will get the tax rebates, how much, and when they will be distributed. The authors offer five reasons why, even in a slow economy, the tax rebates have the potential to boost 2008 hospitality and travel sales. Strategies for hospitality sales, marketing, and revenue managers to turn the tax rebates into increased hospitality and travel sales and revenues also are discussed. [ ST E P H E N C . M O R S E , P H . D A N D WA R R E N T. J A H N , J R . P H . D ] R ecently a hotel group in the popular Smoky Mountains vacation destination of Pigeon Forge, Tennessee, discussed economic issues impacting 2008 travel demand and voiced concerns that the current U.S. economic slowdown could also slow demand for 2008 summer, fall, and winter travel. One concerned revenue manager from the area said, “What we need this summer is for someone to fly a plane over our potential tourists’ homes and throw out baskets of money so they will be encouraged to travel.” Beginning in May 2008, a special onetime tax rebate plan called the 2008 Economic Stimulus Act will essentially do just that —injecting $106 billion in cash in the hands of approximately 130 million families and individuals. The tax rebate checks, designed to stimulate spending in a slowing U.S. economy, are scheduled to land in the checking accounts and mailboxes of potential travel consumers over a 10-week period from May 2 – July 11, just in time for booking summer, fall, and winter vacations. 200299781-001/NOEL HENDRICKSON/GETTY IMAGES
Table of Contents Feed for the Digital Edition of Marketing Review - Spring 2008 HSMAI Marketing Review - Spring 2008 Contents COLUMN: The Online Marketer COLUMN: Success Stories COLUMN: Guest Column Ten Trends Now Shaping the Future of Hospitality Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing The Lure of Lore: Connecting with Customers Through a Unique Brand Story A Careful Balancing Act A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners SPECIAL SECTION: The 2007 HSMAI Adrian Awards Building Five Star Imagery Marketing Review - Spring 2008 Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page Cover1) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page Cover2) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page 1) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page 2) Marketing Review - Spring 2008 - HSMAI Marketing Review - Spring 2008 (Page 3) Marketing Review - Spring 2008 - Contents (Page 4) Marketing Review - Spring 2008 - Contents (Page 5) Marketing Review - Spring 2008 - Contents (Page 6) Marketing Review - Spring 2008 - Contents (Page 7) Marketing Review - Spring 2008 - Contents (Page 8) Marketing Review - Spring 2008 - Contents (Page 9) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 10) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 11) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 12) Marketing Review - Spring 2008 - COLUMN: The Online Marketer (Page 13) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 14) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 15) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 16) Marketing Review - Spring 2008 - COLUMN: Success Stories (Page 17) Marketing Review - Spring 2008 - COLUMN: Guest Column (Page 18) Marketing Review - Spring 2008 - COLUMN: Guest Column (Page 19) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 20) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 21) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 22) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 23) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 24) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 25) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 26) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 27) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 28) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 29) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 30) Marketing Review - Spring 2008 - Ten Trends Now Shaping the Future of Hospitality (Page 31) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 32) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 33) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 34) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 35) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 36) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 37) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 38) Marketing Review - Spring 2008 - Turning the 2008 Consumer Tax Rebates into Hospitality and Travel Sales (Page 39) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 40) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 41) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 42) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 43) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 44) Marketing Review - Spring 2008 - 25 Extraordinary Minds in Hospitality and Travel Sales and Marketing (Page 45) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 46) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 47) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 48) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 49) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 50) Marketing Review - Spring 2008 - The Lure of Lore: Connecting with Customers Through a Unique Brand Story (Page 51) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 52) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 53) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 54) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 55) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 56) Marketing Review - Spring 2008 - A Careful Balancing Act (Page 57) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 58) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 59) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 60) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 61) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 62) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 63) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page 64) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page A1) Marketing Review - Spring 2008 - A Meaningful Relationship: How Technology Affects the Connection Between Hospitality Marketers and Meeting Planners (Page A2) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A3) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A4) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A5) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A6) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A7) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A8) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A9) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A10) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A11) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A12) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A13) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A14) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A15) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A16) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A17) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A18) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A19) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A20) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A21) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A22) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A23) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A24) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A25) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A26) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A27) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A28) Marketing Review - Spring 2008 - SPECIAL SECTION: The 2007 HSMAI Adrian Awards (Page A29) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 94) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 95) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 96) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 97) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 98) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 99) Marketing Review - Spring 2008 - Building Five Star Imagery (Page 100) Marketing Review - Spring 2008 - Building Five Star Imagery (Page Cover3) Marketing Review - Spring 2008 - Building Five Star Imagery (Page Cover4)
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