Build Your Brand Faith Tourism Wrta

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Discover the world of faith tourism and hospitality in this short, yet very informative Powerpoint presentation by Kevin J. Wright, president of the World Religious Travel Association (WRTA). Best yet, the presentation serves as a springboard to building your brand in the religious travel market.

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  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
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  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?5
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?6
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?7
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?8
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?9
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?<number>
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  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Build Your Brand Faith Tourism Wrta

    1. 1. Build Your Brand in the Religious Travel & Hospitality Marketplace Kevin J. Wright President - WRTA World Religious Travel Association
    2. 2. <ul><li>One Objective </li></ul><ul><ul><ul><li>Make the decision to enter or expand your presence in the Religious and Hospitality Market – </li></ul></ul></ul><ul><ul><ul><li>especially through the establishment of a dedicated department, division, and/or personnel. </li></ul></ul></ul>
    3. 3. <ul><li>One (Measurable) End Goal </li></ul><ul><ul><ul><li>Plant the “Religious Market seed” at your company (from this seminar) – and in one year from today, </li></ul></ul></ul><ul><ul><ul><li>begin reaping the fruits. </li></ul></ul></ul><ul><ul><ul><li>What are the measurable fruits? </li></ul></ul></ul><ul><ul><ul><li>New Market, New Clientele, New Revenues </li></ul></ul></ul>
    4. 4. What is Religious Travel? Religious travel <ul><ul><ul><ul><li>* Travel to a </li></ul></ul></ul></ul><ul><ul><ul><ul><li>religious destination </li></ul></ul></ul></ul><ul><ul><ul><ul><li>* Travel with a missionary </li></ul></ul></ul></ul><ul><ul><ul><ul><li>or humanitarian intent </li></ul></ul></ul></ul><ul><ul><ul><ul><li>* Travel with a fellowship </li></ul></ul></ul></ul><ul><ul><ul><ul><li>and leisure intent </li></ul></ul></ul></ul>
    5. 5. More specifically… Religious travel <ul><ul><ul><ul><li>Pilgrimages </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Conventions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Meetings and events </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cruising </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Missionary travel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Adventure travel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Volunteer vacations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Attractions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Leisure vacations </li></ul></ul></ul></ul>
    6. 6. What is Religious Travel also known as? Religious travel <ul><ul><ul><ul><li>Religious travel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Religious hospitality </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Religious tourism </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Faith-based travel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Faith-based vacations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Faith tourism </li></ul></ul></ul></ul><ul><ul><ul><ul><li>(denomination) travel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Religious travel and hospitality </li></ul></ul></ul></ul>
    7. 7. Can you guess the correct numbers? Religious Travelers Faith-based Trips Taken Religious Meeting Attendees Churches & Religious Organizations Religious Travel Programs Participate in Volunteer Vacations <ul><ul><ul><ul><li>14,800,000 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2,100,000 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>600,000,000 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>400,000 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>300,000,000 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>50,000 </li></ul></ul></ul></ul>
    8. 8. What about these percentages? Americans interested in faith tourism Prefers to travel in groups Would like to repeat their experience Are first-time cruisers Appeals to ages 18-34; 35-54; 55+ Current and expected future growth <ul><ul><ul><ul><li>80% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>100% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>25% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>75% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>33% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>75% </li></ul></ul></ul></ul>
    9. 9. Who is involved in (and can service) the Religious Travel & Hospitality Marketplace? Religious Travel & Hospitality Marketplace <ul><ul><ul><ul><li>Destinations/DMOs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Travel wholesalers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Travel agents </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Transportation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hotels/lodging </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Attractions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Restaurants </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Suppliers (insurance) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Any other sector of </li></ul></ul></ul></ul><ul><ul><ul><ul><li>the travel industry </li></ul></ul></ul></ul>
    10. 10. Four Pillars of the Faith-based Leisure Marketplace <ul><li>Music </li></ul>Film Books TRAVEL!
    11. 11. <ul><li>Major travel and “big” media outlets featuring stories on faith tourism including : </li></ul><ul><li>CBS The Early Show </li></ul><ul><li>TIME Magazine </li></ul><ul><li>New York Times </li></ul><ul><li>USA TODAY </li></ul><ul><li>National Geographic </li></ul><ul><li>Forbes Traveler </li></ul><ul><li>National Public Radio (NPR) </li></ul><ul><li>El Pais (Spain) </li></ul><ul><li>Financial Express (India) </li></ul><ul><li>Travel Weekly </li></ul><ul><li>Travel Trade </li></ul><ul><li>Modern Agent </li></ul><ul><li>Many more… </li></ul>
    12. 12. <ul><li>3 Things to remember about this market… </li></ul><ul><li>Religious travel and hospitality </li></ul><ul><li>… is experiencing tremendous growth. </li></ul><ul><li>… buyer motives are different. </li></ul><ul><li>… is multi-dimensional (multi-faceted). </li></ul>
    13. 13. What can YOU do to bring your organization “ x” amount of NEW revenues? Develop and implement a Religious Travel and Hospitality Department (or dedicated division/personnel)
    14. 14. <ul><li>What amount of new revenues </li></ul><ul><li>are we talking about? </li></ul><ul><li>Group tours </li></ul><ul><ul><li>1 group tour: 35 passengers (average) </li></ul></ul><ul><ul><li>12 group tours: 400 passengers </li></ul></ul><ul><ul><li>30 group tours: 1,000 passengers </li></ul></ul><ul><li>Events </li></ul><ul><ul><li>1 event: 800-1,000 attendees (average) </li></ul></ul><ul><ul><li>4 events: 3,000–4,000 attendees </li></ul></ul><ul><ul><li>12 events: 9,000-12,000 attendees </li></ul></ul><ul><li>Economic Impact: </li></ul><ul><li>$250k - $750k for every 1,000 passengers/attendees </li></ul>
    15. 15. <ul><li>The Million Dollar Question: </li></ul><ul><li>How can your organization…. </li></ul><ul><li>Develop and implement a Religious Travel and Hospitality Department </li></ul><ul><li>(or dedicated division/personnel) </li></ul><ul><li>2. Bring your organization NEW (or expanded) revenues and clientele? </li></ul><ul><li>Let’s begin….. </li></ul>
    16. 16. Dispel the Top 5 Myths … or as I like to call them “Silent Revenue Killers”
    17. 17. <ul><li>Silent Revenue Killer #1 </li></ul><ul><li>The Religious Travel and Hospitality Market is comprised ONLY </li></ul><ul><li>of Tour Operators (or Tour Operators that specialize in religious travel). </li></ul><ul><li>Revenue Generator Fact #1 </li></ul><ul><li>The Religious Travel and Hospitality Market is comprised of virtually every </li></ul><ul><li>segment of the travel industry (think of all the travel industry components </li></ul><ul><li>that go into a group tour or events….now apply it to faith tourism). </li></ul>
    18. 18. What is the “infrastructure” of the Religious Travel and Hospitality Marketplace? <ul><ul><li>Travel agents </li></ul></ul><ul><ul><li>Tour Operators </li></ul></ul><ul><ul><li>Ground operators </li></ul></ul><ul><ul><li>Receptive operators </li></ul></ul><ul><ul><li>Incoming operators </li></ul></ul><ul><ul><li>Destinations </li></ul></ul><ul><ul><li>Missionary travel agencies </li></ul></ul><ul><ul><li>Airlines </li></ul></ul><ul><ul><li>Museums </li></ul></ul><ul><ul><li>Travel guides </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Visitor Centers </li></ul></ul><ul><ul><li>And Many more.... </li></ul></ul><ul><ul><li>Tourist boards </li></ul></ul><ul><ul><li>CVBs </li></ul></ul><ul><ul><li>DMOs </li></ul></ul><ul><ul><li>Travel wholesalers </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Insurance companies </li></ul></ul><ul><ul><li>Rail and train </li></ul></ul><ul><ul><li>Consortiums </li></ul></ul><ul><ul><li>Trade associations </li></ul></ul><ul><ul><li>Cruise Lines </li></ul></ul><ul><ul><li>Nature reserves </li></ul></ul><ul><ul><li>Shrines </li></ul></ul><ul><ul><li>Event services </li></ul></ul><ul><ul><li>And Many more </li></ul></ul><ul><ul><li>Lodging/accommodations </li></ul></ul><ul><ul><li>Attractions </li></ul></ul><ul><ul><li>Motorcoach operators </li></ul></ul><ul><ul><li>Air service companies </li></ul></ul><ul><ul><li>Restaurants </li></ul></ul><ul><ul><li>Transportation of all kinds </li></ul></ul><ul><ul><li>Convention centers </li></ul></ul><ul><ul><li>Car hire/rental cars </li></ul></ul><ul><ul><li>Retailers </li></ul></ul><ul><ul><li>Consolidators </li></ul></ul><ul><ul><li>Charter transportation </li></ul></ul><ul><ul><li>Service providers </li></ul></ul><ul><ul><li>Online travel companies </li></ul></ul><ul><ul><li>And Many more.... </li></ul></ul>
    19. 19. <ul><li>Silent Revenue Killer #2 </li></ul><ul><li>The Religious Travel and Hospitality Market comprises ONLY pilgrimages. </li></ul><ul><li>Revenue Generator Fact #2 </li></ul><ul><li>The Religious Travel and Hospitality Market is comprised of virtually every </li></ul><ul><li>form of travel, vacation, and events. </li></ul>
    20. 20. <ul><li>Silent Revenue Killer #3 </li></ul><ul><li>The Religious Travel and Hospitality Market comprises ONLY “old folks.” </li></ul><ul><li>Revenue Generator Fact #3 </li></ul><ul><li>The Religious Travel and Hospitality Market is comprised of all ages: </li></ul><ul><li>33% Students and young adults (18-34 years old) </li></ul><ul><li>33% Couples, families, professionals (35-54 years old) </li></ul><ul><li>33% Workers, retirees (55 years and over) </li></ul>
    21. 21. <ul><li>Silent Revenue Killer #4 </li></ul><ul><li>The Religious Travel and Hospitality Market desires only “budget/cheap” </li></ul><ul><li>products and services. </li></ul><ul><li>Revenue Generator Fact #4 </li></ul><ul><li>The Religious Travel and Hospitality Market today desires (and requests) </li></ul><ul><li>quality products and services. </li></ul>
    22. 22. <ul><li>Silent Revenue Killer #5 </li></ul><ul><li>The Religious Travel and Hospitality Market will only comprise </li></ul><ul><li>a very small segment of your business at best (and with little ROI). </li></ul><ul><li>Revenue Generator Fact #5 </li></ul><ul><li>The Religious Travel and Hospitality Market has the potential to become a </li></ul><ul><li>key cornerstone and pillar of your organization’s revenues. </li></ul><ul><ul><li>* Religious market among the largest, if not the largest driver, of group travel in North America </li></ul></ul><ul><ul><li>* 25% of Americans interested in faith tourism </li></ul></ul><ul><ul><li>* 16% of Meetings Market is faith-based </li></ul></ul><ul><ul><li>* Vast majority of certain markets are solely faith-based (missionary travel, volunteer vacations) </li></ul></ul><ul><ul><li>* Travels/host events during challenging economic times and other volatile situations </li></ul></ul><ul><ul><li>* Travels/hosts events throughout the year and especially helpful during shoulder seasons </li></ul></ul><ul><ul><li>* “Low maintenance” accounts; honest; enjoyable; helpful; possess a pied piper/leader </li></ul></ul>
    23. 23. <ul><li>Faith Tourism has gone from niche to </li></ul><ul><li>MASS MARKET </li></ul>
    24. 24. <ul><li>These are the 5 Game-Changers </li></ul><ul><li>that will ensure the greatest opportunity </li></ul><ul><li>for success with the Religious Market </li></ul><ul><li>Dedicate personnel to the Religious Market. </li></ul><ul><li>Diversify/cater to all travel, vacation & event interests of the Religious Market </li></ul><ul><li>Cater to all age groups within the Religious Market </li></ul><ul><li>4. Promote the quality of your products and services </li></ul><ul><li>5. Get rid of the “small market” mentality. See this market in a whole new light; </li></ul><ul><li>it can serve as a (much-needed) new pillar of revenue for your organization. </li></ul>
    25. 25. What are the building blocks to launching a successful new Religious Travel & Hospitality division or “focused effort”?
    26. 26. <ul><li>5 Building Blocks… </li></ul><ul><li>Research and learn about the Religious Market – and its opportunities. </li></ul><ul><li>Put together a Business Plan (about the Religious Market) including </li></ul><ul><li>product, sales, marketing, public relations, and operations. </li></ul><ul><li>3. Make a company (committed) decision to sell to the Religious Market. </li></ul><ul><li>4. Designate/dedicate staff (or division) to the Religious Market. </li></ul><ul><li>5. Execute and implement the Business Plan. </li></ul>
    27. 27. <ul><li>Are there precedents? Yes, there are… </li></ul><ul><li>Tour operators </li></ul><ul><li>Destinations/DMOs </li></ul><ul><li>Lodging/Hotels </li></ul><ul><li>Transportation </li></ul><ul><li>Suppliers including insurance companies </li></ul><ul><li>Travel agents </li></ul>
    28. 28. <ul><li>Let’s complete 2 building blocks today… </li></ul><ul><li>Research and learn about the Religious Market – and its opportunities. </li></ul><ul><li>Put together a Business Plan (about the Religious Market) including </li></ul><ul><li> product, sales, marketing, public relations, and operations. </li></ul><ul><li>Make a company (committed) decision to sell to the Religious Market. </li></ul><ul><li>Designate/dedicate staff (or division) to the Religious Market. </li></ul><ul><li>Execute and implement the Business Plan. </li></ul>
    29. 29. <ul><li>PRODUCT/SERVICES : Develop products/services to attract faith-based travel groups and events. </li></ul><ul><li>MARKETING : Develop marketing ideas/program to attract faith-based travel groups and events. </li></ul><ul><li>SALES : Develop sales ideas/program to attract faith-based travel groups and events. </li></ul><ul><li>PUBLIC RELATIONS : Develop PR ideas/program to attract faith-based travel groups and events. </li></ul><ul><li>ADVERTISING : Develop advertising ideas/program to attract faith-based travel groups and event. </li></ul><ul><li>KEY POINT: APPLICABLE TO WHOLESALERS, DESTINATIONS, AND SUPPLIERS OF ALL KINDS. </li></ul>BUSINESS PLAN – RELIGIOUS TRAVEL & HOSPITALITY MARKET
    30. 30. Next steps for getting started after you leave here today…
    31. 31. Join me on…. <ul><li>LinkedIn </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>WRTA Social Network </li></ul>
    32. 32. <ul><li>WRTA Religious Travel Buyer’s Guide </li></ul>Get your free copy The “Who’s Who” in Faith Tourism Ask how to be featured in the next Buyer’s Guide!
    33. 33. The Travel Institute <ul><li>Educational Courses on Faith Tourism available... </li></ul><ul><li>Religious Travel Market Educational Course (2 CEUs) </li></ul><ul><li>Religious Travel Market Business Package (4 CEUs) </li></ul><ul><li>WRTA Members have access to above courses </li></ul>www.WRTAreligioustravel.com
    34. 34. <ul><li>Join WRTA as a Member…. </li></ul><ul><li>Lots of resources, networking, opportunities for publicity </li></ul><ul><li>Books and guidebooks </li></ul><ul><li>Social Networks </li></ul><ul><li>Directory </li></ul><ul><li>Online Buyer’s Guide </li></ul><ul><li>Videos </li></ul><ul><li>Much More! </li></ul>www.WRTAreligioustravel.com
    35. 35. World Religious Travel Expo 2009 <ul><li>The Most Important Meeting and Event </li></ul><ul><li>in Religious Travel and Hospitality </li></ul><ul><li>600+ attendees from 30 countries </li></ul><ul><li>November 14-16 2009 Reno, Nevada </li></ul>www.WRTAexpo.com

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