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Trends of Leisure Marketing

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  • 1. Trends of Leisure Marketing A Look at the Future for the Leisure Traveler TTIA Travel & Tourism College
  • 2. Leisure Travel Marketing ✤ What is it? ✤ Who’s the audience? ✤ How do they make travel decisions? ✤ How do you market to them? ✤ What is the future of travel?
  • 3. What is Leisure Travel? ✤ Getaway ✤ Indulgence ✤ Fun ✤ Exciting ✤ Pampering ✤ Fresh ✤ Comforting ✤ A Break
  • 4. https://www.youtube.com/watch?v=kQEILl2VERI
  • 5. Who’s the Audience? ✤ Know your audience demographics ‣ On average, leisure travelers have higher income levels than non-travelers. ‣ 26% travel with children under the age of 18 (2012). ‣ Average age of leisure travelers is 47.5 years old. ‣ Use best outlet for advertising based on audience. ** Direct statistics reported by US Travel
  • 6. How Do They Plan?
  • 7. ** As reported by Travel Weekly
  • 8. ** As reported by Travel Weekly
  • 9. Servicing the Digital Leisure Traveler ✤ Who: Travelport ✤ What: Case conducted to examine changes in technology and its influence on the travel process. ✤ When: Mid-2012 ✤ Where: U.S, Canada, U.K, Germany, France, UAE, India, Australia ✤ Why: To compare the ‘digital natives’ (35 & younger) & ‘digital immigrants’ (36 & older) use of technology or lack of technology in the travel process. ** As reported by travelport.com
  • 10. The 2013 Traveler’s Road to Decision: Affluent Insights Case ✤ Who: Ipsos MediaCT/Google ✤ What: Study conducted to determine what influences traveler’s decisions for their vacations. ✤ When: Published January 2014; Statistics from 2011- 2013. ✤ Where: U.S ✤ Why: To have a better understanding of the influence that media, internet & technology have on travelers now, as compared to previous years. ** As reported by think.storage.googleapis.com
  • 11. ** As reported by think.storage.googleapis.com
  • 12. ** As reported by think.storage.googleapis.com
  • 13. ** As reported by think.storage.googleapis.com
  • 14. ** As reported by think.storage.googleapis.com
  • 15. How do you market to them?
  • 16. How to Succeed in Leisure Marketing ✤ Reputation of Attraction/Destination/Town ✤ Make a Connection ✤ Evoke Emotion ✤ Strong Message ✤ Authenticity ✤ Unique
  • 17. Colorado DOT Stay A While ✤ Offer incentives - #WhatWouldOlegDo ‣ Coupons ‣ Discounts ‣ Bargains ‣ Contests ✤ Off Peak Hours, avoid traffic ✤ Encourage exploration of spots unique to state ✤ Use of video and humor
  • 18. Colorado Marketing Strategy https://www.youtube.com/watch?v=PPlF3akFYWI
  • 19. Visit Savannah - By the Numbers 2013 (vs. 2012) ✤ 13 Million Visitors (5% increase) ✤ $2.29 Billion in Direct Spending (11% increase) ✤ 2.4 Nights - Length of Stay (4.4% increase) ✤ 82% of Visitors Used Social Media for Travel (9% increase) ๏ 2010 - 45% of Visitors Used Social Media ✤ Yearly Voted Top 10 Destinations in US - by National Travel Magazines.
  • 20. Westin Marketing Strategy ✤ ‘The Element of Well-Being’ ✤ New Balance product rentals ✤ Programs like 5 mile runs
  • 21. What is the FUTURE of Travel?
  • 22. Group Discussion **As reported by Travel & Leisure The Year: 2034 ! Who is YOUR future traveler? How will you market to them? What do you think is the future of travel? Create the story. Your peers will critique.
  • 23. Jet Blue
  • 24. Future Travel Tools
  • 25. Future Travel Tools
  • 26. Future Travel Tools
  • 27. Future Travel Tools
  • 28. Future Travel Tools https://www.youtube.com/watch?v=wMJKkI2pdB4
  • 29. Stay Connected ✤ Keep up with the current trends ✤ Stay on top of media outlets ✤ Strive to always go above & beyond for the traveler ✤ Resist comfort zones ✤ Engage in convos on Social Media ✤ Offer surveys for travelers
  • 30. Face the Facts ✤ Spending on leisure travel generated $91.9 billion in tax revenue. ✤ More than 3 out of 4 domestic trips taken are for leisure purposes (78%). ✤ U.S. residents logged 1.6 billion person-trips* for leisure purposes in 2013. ✤ Top leisure travel activities for U.S. domestic travelers: (1) visiting relatives; (2) shopping; (3) visiting friends; (4) fine dining; and (5) beaches. ✤ Direct spending on leisure travel by domestic and international travelers totaled $621.4 billion in 2013. ** Direct statistics reported by US Travel
  • 31. Thank Y’all! Melissa Yao Hille Melissa@MyAgencySavannah.com 912.373.8998 ! Melissa Yao Hille @melissayaohille Melissa.Yao.Hille MyAgencySavannah @myagencysav
  • 32. Trends of Leisure Marketing A Look at the Future for the Leisure Traveler TTIA Travel & Tourism College