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(704) 677-4018 mobile byoung@youngstrategies

Transumers and the new travel experience Southeast Tourism Society Webinar July 16, 2008. (704) 677-4018 mobile byoung@youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600. Larry Gustke, Ph.D Dynamic partnership Destination research and strategic planning

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(704) 677-4018 mobile byoung@youngstrategies

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  1. Transumers • and the new travel experience • Southeast Tourism Society Webinar • July 16, 2008 (704) 677-4018 mobile byoung@youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  2. Larry Gustke, Ph.D • Dynamic partnership • Destination research and strategic planning • Research for 100+ destinations in 27 states • Communities, regions and states • Travel industry focused • National research data and trends analysis • Writing and speaking 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  3. Transumers • “Transumers”- consumers in transition • Term was coined in 2003 • All consumers – not just travel • Changes in travel behavior “The world's watch makers may be in trouble as teenagers increasingly look to their mobile phones -- rather than their wrists -- to tell time.” -www.adage.com 6/26/08 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  4. Generational Shift -Baby Boomers 15 more good $$ years - GenXis entering its peak spending years - Younger Generations… …are “deciders” Changing expectations! New demands! 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  5. Overall Frustration & Time Poverty • Technology • Time Poverty • Traveler frustration • No time to plan • Airline complaints up up up • Prices going UP UP UP UP • Families caught in the $$ squeeze • Hotel check-in, room quality • Attractions – so many…so little time • Dining – average doesn’t get it anymore 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  6. New Traveler Expectations • Travel is much needed therapy • Keep the experience up-to-date! • - Visitor centers as experience centers • - overnights at historic sites? • - program ads or catalogs? • - website ads or catalogs? • When did you last assess the visitor experience? • What can your organization do? 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  7. Visitor Centers Old paradigm – brochure racks New – “experience/adventure center” Check out Asheville, Macon & …British Columbia 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  8. Visitor Centers Dynamic travel centers Information Books Merchandise Planning Concierge Staff on-site 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  9. Visitor Centers More than information Partnerships: Attractions Transportation Dining Lodging Economic Dev. Realtors Media Arts Culture Heritage Create a “Must-See” 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  10. Visitor Centers Small budgets too….partnership! 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  11. Visitor Centers Making the most of limited space! 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  12. Lodging No other segment of the travel industry has changed as much in the last decade as lodging 1. New lobby spaces 2. New room design 3. New bedding 4. New bathrooms 5. Improved loyalty programs 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  13. Lodging Hotel rooms as retail stores 1. Getaway 2. Redecorate 3. Extends the experience B&B/Inn goal 20% of revenue from retail 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  14. Attractions & Heritage • New or through! • Hearst Castle worst year in 20 years (USA Today) • Biltmore Estate thriving on change! • It’s not the product… • It’s not the audience… • it’s the EXPERIENCE • Requires constant reinvestment 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  15. Biltmore and more • Major Business Units • Destination • Attraction • Inn on Biltmore Estate • Explore Biltmore Estate • Biltmore Estate Wine Company • Biltmore Estate Reproductions Inc. • Key Statistics • 1,000,000 visitors annually • 140,000 cases of wine • 42 licensees • 66,000 room nights 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  16. Biltmore Conservatory Before: a grand greenhouse with formal gardens 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  17. Biltmore Conservatory Renovated extensively1998/1999 ….and updated Retail added - A Gardener's Place Located in the Conservatory's lower level, this shop features estate-grown plants, garden accessories, books, and gifts. PARTNERSHIPS: Lowe’s for plants… 200% increase in revenues from an area that was not a profit center 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  18. Biltmore and more William Amherst Vanderbilt Cecil “We don’t preserve Biltmore Estate to make money - we make money to preserve Biltmore Estate!” 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  19. Attraction Retail 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  20. Public Libraries Competing with Barnes & Noble Built 2001 Michael Graves, Architect A library as a tourist attraction? Café Catering Book store Meeting space Art gallery Community center 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  21. Event Programs the format hasn’t changed in decades An ad that requires them to go to a store at a later time Why not make it a catalogue So they can shop at the event PLAYBILL + SkyMall 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  22. Technology & Internet Sell to a generation of “Technophiles” “Younger generations can’t operate without technology” Partnerships are critical for community-wide technology promotion strategy • Online retail • Pod-casts • Guided tours MP3 & cellular • Docking stations 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  23. TAKE-AWAYS • Yes it’s a tough economy…but people are traveling • QUIT WHINING and get on with it • Transumers want to eliminate steps • streamline processes…combine experiences 3. Look at your marketing program for ways to cross promote and package experiences beyond your own 4. Think outside the box and reinvent the experience observe the behavior of your guests 5. Look for new funding sources…self funded is a start 6. As soon as you implement…start revaluating PARTNERSHIPS & TEAMWORK 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

  24. Want to know more? Berkeley Young, Young Strategies byoung@youngstrategies.com 704-677-4018 704.677.4018 www.youngstrategies.com PO Box 12600, Charlotte, North Carolina 28220-2600

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