Posted 29/04/2009

Until recently, tourists in an unfamiliar locality wishing to make the most of their visit had a choice. They could dedicate a lengthy period of time prior to their visit to swotting up on everything from where to go and what to eat to ticket prices and bus timetables, turning themselves into a walking tourist information centre with leaflets and brochures sticking out of every pocket. Alternatively, they could wander aimlessly for hours on end, in the vain hope that they would stumble upon something half decent before their feet ached so much that they would be satisfied with anything as long as it involved seating.

And it's not just tourists, the same applies to locals as well. Keeping pace with what's happening and where, times and prices, parking spaces and the ever-changing restaurant scene is a full-time job.

Well, at last, the task of getting the best out of a locality has been taken out of our hands. Or rather, it has been put into our hands. Bluetooth proximity marketing enables useful information to be beamed straight to nearby Bluetooth-enabled mobile phones and PDA's.

This means that anyone with a Bluetooth device can, with one touch, receive FREE, up-to-date and relevant information on the local area. For instance, the first consideration for an arriving tourist may be 'where to stay?'. Thanks to Bluetooth proximity marketing, all they need to do is look at the screen on their mobile to view a map showing hotels along with price lists and details of availability.

Next, that other fundamental requirement, food. A quick glance at the screen will not only show you where you can eat, it will display the daily menu, customer reviews and maybe even vouchers for a promotional discount. What about shopping? Again, with effortless ease, valuable information is simply beamed to your mobile device free of charge. Find your way straight to the shops you want, navigate shopping malls using simple floor plans, and take advantage of marketing campaigns offering coupons and special offers. The same on-the-spot information applies to tourist attractions, places of interest, public transport information, entertainment, events, maps… the possibilities are endless.

In fact, Bluetooth proximity marketing presents so many opportunities for tourists and the tourism industry that a more organised approach is being sought to ensure the desired information is conveyed to the right people at the right time. For example, a visitor may receive a tourist guide for their mobile phone as early as the booking stage of their journey. Then, as you pass into different zones – specific streets, airports, restaurants, hotels etc. - the content of the guide is updated appropriately to deliver the very latest news and information. It could also trigger targeted announcements based on location, such as special deals at a nearby restaurant or delays in departures at the train station. All of this beneficial information is digitally stored on the Bluetooth mobile device throughout the stay. Then, when it's time to leave, it can simply be deleted.

Helping tourists in this way is sure to give a boost to the local economy. This can be further capitalised on by businesses using Bluetooth methods to promote themselves with localised, targeted marketing campaigns. The technology also allows the movement and behaviour of customers to be analysed, giving traders data which can help them improve their service further.
When Bluetooth marketing is applied to the tourist industry, everybody benefits: the visitor gets more out of their stay without any effort or additional cost; the local tourist industry benefits by optimising the impact of the area on visitors; local traders generate business by promoting their services to customers that would not otherwise know they existed; and the planet benefits from the reduction of printed paper brochures!