Tourism Business Mechanics

Susan Lee is a regional tourism business growth specialist who builds business and marketing plans for hotels and luxury lodges, coach companies, National Parks, heritage attractions and Indigenous tour operators Australia-wide.  

She owns and operates an Air BnB property in the Flinders Ranges, where she was the Regional Tourism Manager, developing new experiences and implementing promotional campaigns for the self-drive market, with industry and Councils. 

​Susan believes you don’t need big budgets to succeed in tourism, but if you are on a shoestring, you need to know where to spend your money for impact and work with other operators to cut through the noise and sell a destination, together. In these FREE workshops she reveals some of the key self drive market tips and tricks that can be applied in Peel and South West regions.

Susan Lee
Tourism Business Growth Specialist 

​Tourism marketing is more than a glossy brochure and 5-star appeal. You can be very successful (and profitable) with a 3-star product positioned well.  Come along to get under the bonnet and learn about the engine that powers successful self-drive marketing.

​Topics will cover:

• Working with others – who’s who in the tourism zoo?
• Packaging – why it helps and things to consider
• Rules of thumb – what to spend on basic tourism marketing, how to make your marketing dollar go further
• The value of the self-drive market to regional industry
• Market development – how to extend your appeal to new markets
• Seasonality and shoulder seasons
• Case Study: Flinders Ranges Station Stays - An example of diversification, packaging and co-promotion

Book Your Place: Self Drive Tourist Marketing - Manjimup Wellness and Respite Community Centre, Tuesday Sept 18, 9.30-10.30am

Book Your Place: Self Drive Tourist Marketing - Collie Chamber of Commerce and Industry, Wednesday Sept 19, 4.30-5.30pm

​Book Your Place: Self Drive Tourist Marketing - The Good Egg Busselton, Thursday Sept 20, 10.30-11.30am

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​Not everything is how it seems on the surface. Many tourism operators carry high capital debt to deliver tours, or run hotels which can be a red flag for sustainable profits. If you know what things cost to deliver, you can make better decisions about which tours or products to cut, which to add, and how to manage the expectations of staff and customers, more efficiently.

​We will cover:

• Pricing out a tourism package (worksheets provided)
• Identify direct costs of your service vs ongoing operational costs
• Know your profit and loss numbers and what they mean
• Benefits and trade-offs of commission-based sales
• Flawed thinking and false economies in tourism businesses
• Case Study:  Emu Run Tours- the business case for commission-based exporting

 
Worksheet templates available for attendees to complete and review at a follow up free one-on-one consult.

Book Your Place: Tourism Business Numbers - Manjimup Wellness and Respite Community Centre, Tuesday Sept 18, 10.45am

Book Your Place: Tourism Business Numbers - Collie Chamber of Commerce and Industry, Wednesday Sept 19, 5.30-6.30pm

Book Your Place: Tourism Business Numbers - The Good Egg Busselton, Thursday Sept 20, 11.30am-12.30pm