AI, Social Media and Channel Management – A powerful growth strategy for SI’s tourism sector

Underlining the impact effective use of digital marketing tools is having on today’s international tourism stage, Tourism Solomons has taken a major step in ensuring local operators now have an equal opportunity, providing them with the same advanced tools as their international counterparts.

Introducing a series of key presenters at the Kitano Mendana Solomons Hotel in Honiara last week to more than 100 operators, Tourism Solomons Head of Sales & Marketing, Fiona Teama said the event presented a wonderful opportunity to showcase the essential marketing, social media, and digital tools needed to compete globally.

Focus for the presentations centred on the effect AI, Social Media and Channel Management are now having on the international tourism stage and how they can easily be applied to just about anyone who has online access.

“But having the tools is only part of the equation,” she said.

“Knowing how to use them effectively is what will set our industry apart and that is why we have brought these presenters to the Solomon Islands to help and educate our operators fully harness this invaluable knowledge.”

Taking the lead on AI and using a series of online examples to demonstrate just how easy the technology can be utilised, Tourism Solomons Trade Manager Australia/New Zealand, Richard Skewes said AI had proven to be a game changer in today’s business environment.

“It’s not only easy to implement, but it offers innumerable, highly valuable tools which, when applied to hotel and resort operations, can help personalise guest services, manage resources effectively while integrating local culture and traditions into the guest experience,” he said.

“It can even help plan three meals a day, seven days a week menu plan using local produce – and even show you how to cook the suggested meals!”

Guest speakers also included Australia-based channel management specialist SiteMinder which today manages 44,000-plus hotel and resorts across 175 countries.

Senior business development manager, Matthew Leslie explained how a channel manager system allows businesses to manage online bookings across multiple platforms including online travel agents (OTAs) such as Booking.com, Expedia and Airbnb while allowing hotel and resort managers to get on with other important day to day activity.

Joining via Zoom from New York, the Pacific Tourism Organisation (SPTO) Lead Digital Specialist and Trove Tourism Development Advisors CEO, Danny Cohanpour’s two-hour presentation focused directly on why social media platforms such as Facebook and Instagram have become essential for showcasing services and reaching potential travellers.

A Google Business Profile too, he said, is another valuable tool, enabling businesses to manage their online presence across Google Search and Maps and when working in tandem with social media can provide other essential information, including location, contact details, operating hours and services offered.

Mr Cohanpour also stressed the significance of positive customer reviews, citing TripAdvisor as a key driver in building credibility and influencing travellers’ decisions.

Ms Teama said the event was a major build on the highly successful New Zealand Government-funded Pacific Digital Tourism Transformation Project, SPTO run, two-day Social Media training for Hoteliers and Tour Operators at the Honiara Hotel in July 2023 which proved of immense benefit to all involved.

“The world is moving fast, and so are potential visitors and in an increasingly competitive tourism market, success depends on how effectively we use these essential tools – AI, social media and channel management to save time, work smarter, and stay ahead,” she said.

“If tourism businesses in the Solomon Islands fail to have a visible online presence, they risk being left behind.

“Tourism Solomons has worked relentlessly to ensure our industry has the requisite tools and that’s exactly why we run these training events.

“Now, the responsibility lies with them—to take these tools and put them to work in driving their businesses forward.”