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How to barter bed-nights for media

We all know that advertising builds brands and generates new business leads, but when marketing budgets shrink
and cash-flow dries up, we need to find practical solutions to retain top-of-mind awareness. What better way to do this than to trade ones excess inventory, writes Des Langkilde.

In todays economic environment, there are few travel and tourism service providers who can claim to be running at full capacity throughout the year. Unsold bed-nights, empty seats in restaurants and on tour coaches are very much like perishable products in the FMCG sector – if you don’t sell them by the expiry date, they’re gone forever. But there is a very practical solution to this age old dilemma. Barter.

Read more on page 30

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