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The Future of Luxury Travel in Millennial Culture Patricia Martin Virtuoso Conference Las Vegas, 2011
© 2010 Patricia Martin. All rights reserved.
© 2010 Patricia Martin. All rights reserved.
© 2010 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved. This is what it looks like right before a renaissance.
Three indicators of a renaissance <ul><li>Death comes first </li></ul><ul><li>Facilitating medium </li></ul><ul><li>Age of...
Why do RenGen arise? <ul><li>Hyper-progress renders </li></ul><ul><li>aspects of the culture </li></ul><ul><li>irrelevant....
Psychographic <ul><li>Knowledge is power—Learn, unlearn, relearn </li></ul><ul><li>uncertain  Creative </li></ul><ul><li>I...
<ul><li>16—29 year olds, 37% unemployed </li></ul><ul><li>$200 billion+ spending power </li></ul><ul><li>Influence another...
© 2011 Patricia Martin. All rights reserved.
RenGen imperatives <ul><li>Believe </li></ul><ul><li>Belong </li></ul><ul><li>Create </li></ul>© 2011 Patricia Martin. All...
To earn cultural relevance: <ul><li>Believe     Feed a broader belief system. </li></ul><ul><li>Belong   Facilitate bon...
Millennial relevance: Secrets of  global  brands © 2011 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved. Belong
Copernican moment © 2011 Patricia Martin. All rights reserved.
BRAND  Old way © 2011 Patricia Martin. All rights reserved.
USER © 2011 Patricia Martin. All rights reserved. New way
Believe in ballet?  © 2011 Patricia Martin. All rights reserved.
Creating  new story of the future © 2011 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved.
Is luxury relevant? Brand is at the center?  © 2011 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved.
Belong © 2011 Patricia Martin. All rights reserved.
Many ways to belong, irreverent luxury.  © 2011 Patricia Martin. All rights reserved.
Belief: Life is an adventure…everyday! Belong: Many lifestyle points of entry Create: Branson models how to create the sto...
© 2011 Patricia Martin. All rights reserved.
“ Reason to believe” in travel? Spaulding Grey Moments © 2011 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved.
Intimate bonds = new luxury © 2011 Patricia Martin. All rights reserved.
Family is “precious cargo” © 2011 Patricia Martin. All rights reserved.
flickr.com/photos/andreroseta/5809087793/  © 2011 Patricia Martin. All rights reserved. Create:  Offer them time unplugged...
Believe: Groupon’s Alternative Spring Break  © 2011 Patricia Martin. All rights reserved.
© 2011 Patricia Martin. All rights reserved. Belong: Encourage rituals of bonding.
Create: <ul><li>Language--“Retreat” or “Cultural Trek” or “Renew/Transform”  </li></ul><ul><li>Facilitate their storyline:...
Thank you! [email_address] @PatriciaMartin
 
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The Future of Luxury Travel in Millennial Culture

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Presented at Virtuoso Travel Mart, August 2011.

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Transcript of "The Future of Luxury Travel in Millennial Culture"

  1. 1. The Future of Luxury Travel in Millennial Culture Patricia Martin Virtuoso Conference Las Vegas, 2011
  2. 2. © 2010 Patricia Martin. All rights reserved.
  3. 3. © 2010 Patricia Martin. All rights reserved.
  4. 4. © 2010 Patricia Martin. All rights reserved.
  5. 5. © 2011 Patricia Martin. All rights reserved. This is what it looks like right before a renaissance.
  6. 6. Three indicators of a renaissance <ul><li>Death comes first </li></ul><ul><li>Facilitating medium </li></ul><ul><li>Age of enlightenment </li></ul>© 2011 Patricia Martin. All rights reserved.
  7. 7. Why do RenGen arise? <ul><li>Hyper-progress renders </li></ul><ul><li>aspects of the culture </li></ul><ul><li>irrelevant. What’s irrelevant </li></ul><ul><li>gets shed. </li></ul>© 2011 Patricia Martin. All rights reserved.
  8. 8. Psychographic <ul><li>Knowledge is power—Learn, unlearn, relearn </li></ul><ul><li>uncertain Creative </li></ul><ul><li>Idealists Self expressive </li></ul><ul><li>collaborators Sensualists </li></ul><ul><li>Fusionists: engineer/poet/advocate </li></ul>© 2011 Patricia Martin. All rights reserved.
  9. 9. <ul><li>16—29 year olds, 37% unemployed </li></ul><ul><li>$200 billion+ spending power </li></ul><ul><li>Influence another $300 to $400 billion in spending </li></ul><ul><li>The most educated, multicultural generation in U.S. history </li></ul><ul><li>Source: American Demographics, 2011 </li></ul>© 2011 Patricia Martin. All rights reserved.
  10. 10. © 2011 Patricia Martin. All rights reserved.
  11. 11. RenGen imperatives <ul><li>Believe </li></ul><ul><li>Belong </li></ul><ul><li>Create </li></ul>© 2011 Patricia Martin. All rights reserved.
  12. 12. To earn cultural relevance: <ul><li>Believe  Feed a broader belief system. </li></ul><ul><li>Belong  Facilitate bonds. </li></ul><ul><li>Create  Offer experiences that are chapters to the story. </li></ul>© 2011 Patricia Martin. All rights reserved.
  13. 13. Millennial relevance: Secrets of global brands © 2011 Patricia Martin. All rights reserved.
  14. 14. © 2011 Patricia Martin. All rights reserved. Belong
  15. 15. Copernican moment © 2011 Patricia Martin. All rights reserved.
  16. 16. BRAND Old way © 2011 Patricia Martin. All rights reserved.
  17. 17. USER © 2011 Patricia Martin. All rights reserved. New way
  18. 18. Believe in ballet? © 2011 Patricia Martin. All rights reserved.
  19. 19. Creating new story of the future © 2011 Patricia Martin. All rights reserved.
  20. 20. © 2011 Patricia Martin. All rights reserved.
  21. 21. Is luxury relevant? Brand is at the center? © 2011 Patricia Martin. All rights reserved.
  22. 22. © 2011 Patricia Martin. All rights reserved.
  23. 23. © 2011 Patricia Martin. All rights reserved.
  24. 24. © 2011 Patricia Martin. All rights reserved.
  25. 25. Belong © 2011 Patricia Martin. All rights reserved.
  26. 26. Many ways to belong, irreverent luxury. © 2011 Patricia Martin. All rights reserved.
  27. 27. Belief: Life is an adventure…everyday! Belong: Many lifestyle points of entry Create: Branson models how to create the story of an adventurous life © 2011 Patricia Martin. All rights reserved.
  28. 28. © 2011 Patricia Martin. All rights reserved.
  29. 29. “ Reason to believe” in travel? Spaulding Grey Moments © 2011 Patricia Martin. All rights reserved.
  30. 30. © 2011 Patricia Martin. All rights reserved.
  31. 31. Intimate bonds = new luxury © 2011 Patricia Martin. All rights reserved.
  32. 32. Family is “precious cargo” © 2011 Patricia Martin. All rights reserved.
  33. 33. flickr.com/photos/andreroseta/5809087793/ © 2011 Patricia Martin. All rights reserved. Create: Offer them time unplugged to nourish the imagination.
  34. 34. Believe: Groupon’s Alternative Spring Break © 2011 Patricia Martin. All rights reserved.
  35. 35. © 2011 Patricia Martin. All rights reserved. Belong: Encourage rituals of bonding.
  36. 36. Create: <ul><li>Language--“Retreat” or “Cultural Trek” or “Renew/Transform” </li></ul><ul><li>Facilitate their storyline: </li></ul><ul><ul><li>Using Skype to plan </li></ul></ul><ul><ul><li>Offer travel photography tips/lessons </li></ul></ul><ul><ul><li>Post digital galleries on your website </li></ul></ul><ul><ul><li>Follow them on Facebook and Twitter </li></ul></ul><ul><ul><li>Introduce them to each other—Christmas card with travel stories </li></ul></ul>© 2011 Patricia Martin. All rights reserved.
  37. 37. Thank you! [email_address] @PatriciaMartin

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