Recently, someone asked me, “How do we attract more of the growing market of travelers with disabilities to Malaysia?” The answer? “Build first on your existing success in marketing Malaysia – and then brag about it!
In 2006, 8,700 people had successfully applied for the “Malaysia My Second Home Programme” (MM2H). Travelers with disabilities rely heavily on the word-of-mouth endorsements of others with disabilities. Attracting the financial, social, and cultural resources of this underserved market requires strategically recruiting it members. Their firsthand endorsements from within the disability community will have an impact beyond what any marketing campaign can achieve.
To win this group's loyalty here are some practical steps:
1) Make a governmental commitment to this market
2) Review MM2H policy to remove barriers for people with disabilities (i.e. in the medical screening, etc.)
3) Review Malaysian building policy, practices, and local availability of materials to facilitate national dissemination and adoption of Universal Design best practices
4) Facilitate the construction of a series of uniquely Malaysian Universal Design model homes in key tourist areas
5) Research and prepare resources on travel to, and life in Malaysia, that address the specific concerns of travelers with disabilities, including seniors, interested in short stays as well as the long term opportunities available through MM2H
6) Promote a national curriculum of training on this market for the Malaysian hospitality industry
7) Sponsor a familiarization tour (fam) of Malaysia for key disability travel suppliers, journalists, and policy makers
8) Launch an international campaign of invitation and welcome to Malaysia and brag to the world!
Posted by rollingrains at October 28, 2007 02:53 PM