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LUX Travel Marketing for Emerging Markets

1. LUX Travel Marketing for Emerging Markets. Prof. Dr. ige Pirnar YasaR University ige.pirnar@yasar.edu.tr. LUX TRAVEL CLOUD????.

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LUX Travel Marketing for Emerging Markets

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  1. 1 LUX TravelMarketing forEmergingMarkets Prof. Dr. igePirnar YasaRUniversity ige.pirnar@yasar.edu.tr

  2. LUX TRAVEL CLOUD???? Experience *ElegantSimplicity* Creativity * Discovery * Exploration * Search for the Authentic * Local Food & Drink& Lifestyle* Local Culture * Customised Special UniquePackages*ContiniousSpecilizedConcierge Services * Active Tourists * Experimentation & Participation as a Guest* NicheProductsforLifestyle * Keywords: Localty, Health, Ecology, Looking Good, Adventure, Quality, Stories * Value & Affordable Luxury *Mobile & Digital Marketing * Open to New Ideas * Art * Architecture * Design*Unusual & Chic

  3. LUX TRAVEL MARKetDeMAND profile • Have interest in discovering newhotels, new travelsites &newdestinations. • More privacy / less ostentation: a quieter, more discreet style of luxury • Have environmental, sustainable& cultural awareness. • A growing interest in off-the-beaten-track destinations • Emotionally linked to the local values, hotel / destinationexperiences & stories • Independent travellerprefferingspecilizedhobbypackages, wanttolivethelocalexperience & be a part of it / learn it • Have growing anxiety about health & safety • Generating demand for better quality, more value for money &lookingforgreater flexibility • More stressed out - looking for relief & convenience. • More technology friendly, often using internet for booking & purchasing tourism products

  4. Suggestions • Offer personalized experiential luxury to build loyalty (accounts for 55% of total luxury) • Plan once-in-a-lifetime experiences for guests; important for emerging markets • Offer the exclusive experiences that money alone can’t buy to keep lux travel segment interested. • Continually look for new ways to personally delight each client. • Offer opportunities to guets to participate in the activities of local cultures.

  5. Suggestions • Applyinnovative managerial strategies for differential advantage • Optimize internetand social media • Discovery of more local tastes, different cultural sites,heritage & monuments are discovered yearly more luxury travellers • Apply creative tourism / creative - activeculturetourism: travel programs withagri-tourism production, cooking local food, carpet-weaving classes, painting on ceramics or volunteer archeology travel

  6. Suggestions • Application of co-marketing orpartnership marketing forsynergy • Appealingto different affluentsegments (niche groups, responsibletravelers, green travelers etc.) • Having relatedstories • Tailor made luxury travel industry products / services for not-optimized demographics (like children / women) • Applying psychology in order to interpret the varying personality traits of the lux travel market segments

  7. Suggestions • Appling “advanced analytics” • Integrating mobile usage (convergence of location-based & social-aware) • Following up the technological enhancements • Optimize internet and social media • Offersustainable products & services • Serving totally new tourism products & / or new services: lookforinnovativeproducts

  8. www.thisismyathens.com Breathtaking athens programme

  9. The world's most spectacular tasting rooms

  10. O'noir (Black) restaurant, Montreal, Canada

  11. IceHotels, Sweden

  12. Themehotels, themedrooms

  13. Hotel Concorde, Antalya

  14. Wow Kremlin Palace Hotel, Antalya

  15. Milan tour with Ferrari - Baglioni Hotel

  16. YasaRUniversity - IzMIR

  17. Lux Travel Marketing Cloud???? *UniqueExperience *EmphasizeElegantSimplicity* Specilize in Creative / innovativeTourism* ApplyCo-marketing & Partnership Marketing*Offer Active culturaltourism* OfferProductsforNiche travel – Hobby Travel *OfferAuthenticity*Focus on Marketing Local Food & Drink & Lifestyle*SellLocal Culture *OfferCustomised Special UniquePackages*OfferTailoredMade High QualityProductsFor Special Groups (interested in ex. GastronomyTourism, Wine Tourism, Dark Tourism, Archaeological Tours, Bird Watching Tours, Festival Tourism, Special Events Tours, HealthTourism, Adventure tourism) *Value & PriceRatio*Optimize Mobile & Digital Marketing *Be Open to New ideas *EmphasizeSustainability, Stories, Unusual & Chic Design * *Personalization & Tour Design Tailoring

  18. A SuccessfulInnovativeAffluent Travel Destination: Seferihisar / Cittaslow

  19. Theme is Based on: • Slow City • Organic Food, Local Food, Slow Food • Sustainable Tourism • Sustainable Destination

  20. SuitableMix of 8 P’s: Advertisement, Product, Pricing Logo, image, PartnershipAccordingly

  21. “The industry needs hybrid thinkers and hybrid solutions.. But this industry is NOT sufficiently innovative and creative to deliver.” Claus SendlingerCEO, Design Hotels, 2011

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