Now it’s ok to tout affordability

In recent years, the gambling mecca of Las Vegas attracted tourists with a campaign that portrayed it as the ideal place to indulge in extreme behavior, like conspicuous consumption. But its assurance that “What Happens Here Stays Here” lost its resonance as the recession sobered the nation’s mood and brought thrift back into fashion. By contrast, its new campaign, with the slogan “Vegas Bound,” urges hard-working Americans to take a well-deserved break in Las Vegas, so they can return re-energized for the task of making sure their homes and businesses survive the tough economy. “We had to think how we should address our customers during this financial crisis when they’re reluctant to make big financial commitments,” says Rossi Ralenkotter, chief executive of the Las Vegas Convention and Visitors Authority.

Borrow a page from the cruise industry: Ocean cruises to nearly any destination, even the luxury lines are promoting bargain pricing. And by doing so, the cruise industry is relatively healthy; it has nearly doubled in passengers served over the past eight years. It aims to stay that way by being sensitive to pricing in an uncertain economy. For example, New York-based Travel Dynamics International is waiving its $1,000 fee for single travelers. It’s also offering a 50% discount to couples on selected itineraries and hotel perks in your port of departure. Fort Lauderdale-based Silversea is offering discounts and throwing in an on-board spending credit for add-ons like guided tours ashore or spa treatments.

Even Travel + Leisure, the magazine designed for the sophisticated, well-traveled person, recently covered the “Best Affordable All-Inclusives” in its February 2009 online issue, highlighting 11 all-inclusive beach resorts that deliver surprising luxury, service, and cuisine at affordable prices. 

By: Chelsea Orth, KWE group