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Tourism Trends & Ideas on How to Leverage Them Christina Lenkowski

Tourism Trends & Ideas on How to Leverage Them Christina Lenkowski . Trends & Insights. Generational . TREND: MILLENIALS ON THE MOVE. 18-30 year olds Much more ethnically diverse M ore interested in urban than resort destinations

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Tourism Trends & Ideas on How to Leverage Them Christina Lenkowski

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  1. Tourism Trends &Ideas on How to Leverage ThemChristina Lenkowski

  2. Trends & Insights

  3. Generational

  4. TREND: MILLENIALS ON THE MOVE • 18-30 year olds • Much more ethnically diverse • More interested in urban than resort destinations • Likely to travel in pursuit of favorite interests or activities • Likely to travel with friends in organized groups • Social sharers of experience • Not interested in print

  5. TREND: MILLENIALS ON THE MOVE

  6. OPPORTUNITY: MILLENIALS • Encourage, empower and reward social sharing • Ensure marketing content is mobile-enabled • Craft opportunities that give groups hands-on experiences • Customize itineraries and leverage partnerships to go beyond your borders

  7. TREND: UNSTOPPABLE SENIORS • 1.3-1.6 billion worldwide • Customer service is crucial • World’s wealthiest and most demanding group • Travel primarily for R&R • Favor quieter, less congested destinations • Prefer resort experience Opportunity • Showcase the solitude • Target boomers and seniors for off-peak/shoulder deals

  8. TREND: PANK’s & INDIE WOMEN • Professional Aunt, No Kids • Spend billions travelling with family (nieces & nephews) and friends • Indie Women • 31 million • 27yrs+, live alone, no children • Social & career-focused • Strong affinities to brands, love to hunt for bargains

  9. TREND: MULTI-GENERATIONAL TRAVELER • 40% of families went on multi-generational trip last year • Seniors living longer, healthier & more mobile lives • Eager to make up for lost time & long distances • About memories, convenience & value Opportunity: • Embrace milestone events

  10. TREND: WORKING WEALTHY • Time-crunched • Adventurous travelers • Cash to spend • Cruise lines are already doing Opportunity • Showcase shorter itineraries • 24 hours in…. • Call out luxurious upgrades

  11. BEHAVIORAL

  12. TREND: RISE OF CONSPICUOUS LEISURE • Signaling of social status through consumption of experience rather than through consumer goods • The more exclusive the better • Unique experiences are social currency • Social media has fostered the trend

  13. TREND: RISE OF CONSPICUOUS LEISURE Top 5 Goods/Experiences Desired by the Affluent • Owning a smartphone • Owning a vacation home • Having the freedom to work from home • Taking vacations to exotic destinations • Taking extended time off from work

  14. TREND: ACTIVE ADVENTURERS • Growth in adventure travel 65%/year since 2009 • Includes 2 out of 3 criteria • Nature • Culture • Physical activity • 54% of travelers are planning an adventure activity on their next trip Opportunity: • Making sure Idaho is known as the place to hit all sort of adventure travel at a value

  15. TRENDS: WIRED & WIRELESS • Internet access the MOST important hotel amenity for affluent US travelers • Destination Marketing Organizations must have dedicated, mobile site for real-time information • Mobile apps are replacing the concierge

  16. TREND: WIRED & WIRELESS Service doesn’t mean having someoneelse help you as much as having something help you

  17. TO CONSIDER • Not ignoring the way trends are going, embracing them • Realizing that different segments need different marketing materials • Showcasing what Idaho can offer these main segments of the traveling population • Creating a fun, interactive, free way to build an itinerary online; incorporating videos of activities

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