Travel Industry - Marketing online; are you out of the loop if you don't?

Marketing comes in many forms with the purpose being increased recognition and thus money. It works like that of an 'it takes money to make money' concept that certainly works but, what about the small businesses who have little or no advertising budget to play with? Are they going to be so out of the loop they'll become unnecessary and forgotten?...swallowed up by companies who've taken the initiative to at least create an online presence, if even with only a simple, basic website?

I'd say that even though you may have a good reputation and/or be in a great location, it's always best to cover all the bases especially the free ones! Promoting your business online is highly favourable and it's economical if, you don't mind doing some leg work first.

For example...

Since getting my laptop I do research and then book my flights online. My two fav's are travelocity.ca and/or westjet.ca, depending on what I'm looking for. Both of these companies have created advertising campaigns in a manner that appeals to me, my funny bone and my pocketbook which is a great combination.

Travelocity's gnome who mumble hums...'I wanna get outta here' makes me smile and while no specific WestJet ads come to mind, the word of mouth chatter regarding their cheap flights sang in my ear.

Post vacation: So, I've just returned from the Okanagan valley with Penticton, BC being the farthest point travelled. The only thing planned was my flight in and out all else was winged as each day came or the night before (see Babblicious blog for more details and pics)...then poof back in TO!

Kalamalka Lake, Vernon BC

But, I don't book hotel rooms that way, not unless necessary. That's because I've learnt that cheap, clean hotel/motel type inns etc. aren't necessarily advertised online. How did I learn this? Well, while searching and pre-booking rooms (itinerary was required) to travel through Nova Scotia, Prince Edward Island and New Brunswick we'd aimed for Halifax first. Unknown to us though, mid August in Halifax is also the annual Busker's Festival so, most hotel rooms were already booked. Which left us with somewhat clean yet overpriced, off the beaten path in seedy location types of lodging (pssst, that weren't in the brochure ;) ...and for a room we pretty much just sleep and shower in, we felt a little rooked. Thus, I stopped booking and instead researched towns and cities separately to discover where the majority of hotels were located. One thing to remember though is that festivals, tournaments and conventions book up rooms quickly within smaller areas!

So no, not everyone is in the loop of advertising online. Too bad though because in today's world, with technology at our fingertips I don't understand why everyone wouldn't have at least one free basic yet informative website?!

p.s. I'd recommend not to leave 'getting a room' until too late into the evening because once night falls it's a lot trickier finding your way around an unknown city.

Driving through the Rockies in BC, Canada