Be You rs e lf. THE NEW MODEL OF TRAVEL THE NEW MODEL OF TRAVELITB BERLIN: MARCH 8, 2012
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
TOURISM   OR   TRAVEL?
Th e G e otrave le r is inte re s te d in you .Are you inve s te d in b e ing s om e th ing e ls e ?
OLD MODEL:      TO U R IS M      If you build it, they will come.
NEW MODEL:    TR AVE L      Be yourself and they will come?
C O N N E C TIN G BR AN D S WITH P E O P LE WH OVALU EAU TH E N TIC P LAC E S AN D IM M E R S IVEE X P E R IE N C E S
C O N N E C TIN G BR AN D S WITH P E O P LE WH O                  VALU E                  AU TH E N TIC P LAC E S AN D IM ...
Source: Adventure Travel Trade Association        George Washington University
G E O TR AVE LE R S VALU E AU TH E N TICP LAC E S • 55 million U.S. Geotravelers • 25% higher HH income • Take 30% more tr...
G E O TR AVE LE R S AR E LE AD IN G AM E R IC A’S AWAK E N IN G                      CULTURAL LANDSCAPE
T r a v e l is n o ts o m e t h in g t h e y d o . . .IT IS PART OF WHO THEY ARE.
” I t h in k t r a v e l s h o u ld b e a f u ll-b o d y                                            e x p e r ie n c e— th...
TR AVE L R E P R E S E N TS TH E AP E X O F TH E IRNEED S                                    CONNE                        ...
NEED S = $
H O W TO C O M M U N IC ATE WITHG E O TR AVE LE R S• Tell your story frankly• Inspire your tribe• Localize as much as poss...
NEW MODEL:   TR AVE L               Be yourself.               Be traveler focused.               Speak frankly.
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012
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In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012

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Jeff Welch, President of MercuryCSC, was invited to speak at ITB and discuss our approach to marketing and communications for travel brands and destinations. It’s an approach that that at its core sets travel apart from tourism.

Read more at http://mercurycsc.com/blog

Published in: Travel, Business
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In Travel, Be Yourself. Everywhere Else is Already Taken. | ITB Berlin 2012

  1. 1. Be You rs e lf. THE NEW MODEL OF TRAVEL THE NEW MODEL OF TRAVELITB BERLIN: MARCH 8, 2012
  2. 2. TOURISM OR TRAVEL?
  3. 3. TOURISM OR TRAVEL?
  4. 4. TOURISM OR TRAVEL?
  5. 5. TOURISM OR TRAVEL?
  6. 6. TOURISM OR TRAVEL?
  7. 7. TOURISM OR TRAVEL?
  8. 8. TOURISM OR TRAVEL?
  9. 9. TOURISM OR TRAVEL?
  10. 10. TOURISM OR TRAVEL?
  11. 11. Th e G e otrave le r is inte re s te d in you .Are you inve s te d in b e ing s om e th ing e ls e ?
  12. 12. OLD MODEL: TO U R IS M If you build it, they will come.
  13. 13. NEW MODEL: TR AVE L Be yourself and they will come?
  14. 14. C O N N E C TIN G BR AN D S WITH P E O P LE WH OVALU EAU TH E N TIC P LAC E S AN D IM M E R S IVEE X P E R IE N C E S
  15. 15. C O N N E C TIN G BR AN D S WITH P E O P LE WH O VALU E AU TH E N TIC P LAC E S AN D IM M E R S IVE E X P E R IE N C E S#16 in Outside Magazine’s 50 Best Places to Work
  16. 16. Source: Adventure Travel Trade Association George Washington University
  17. 17. G E O TR AVE LE R S VALU E AU TH E N TICP LAC E S • 55 million U.S. Geotravelers • 25% higher HH income • Take 30% more trips • Are influentials, the first to adopt products within their primary area of passion • Reconnecting with traditional activities • Mindful and attracted to simplicity • Already adapted to the new era in which our economy is emerging
  18. 18. G E O TR AVE LE R S AR E LE AD IN G AM E R IC A’S AWAK E N IN G CULTURAL LANDSCAPE
  19. 19. T r a v e l is n o ts o m e t h in g t h e y d o . . .IT IS PART OF WHO THEY ARE.
  20. 20. ” I t h in k t r a v e l s h o u ld b e a f u ll-b o d y e x p e r ie n c e— tha t w e o u g ht to o b s e rve a nd a b s o rb t h e n a t u r a l w o r ld , t h e c u lt u r e , t h e
  21. 21. TR AVE L R E P R E S E N TS TH E AP E X O F TH E IRNEED S CONNE CTION
  22. 22. NEED S = $
  23. 23. H O W TO C O M M U N IC ATE WITHG E O TR AVE LE R S• Tell your story frankly• Inspire your tribe• Localize as much as possible• Convey your expertise• Integrate mindfulness & sustainability into the business itself
  24. 24. NEW MODEL: TR AVE L Be yourself. Be traveler focused. Speak frankly.

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