Build Your Brand Faith Tourism Wrta

Build Your Brand in the Religious Travel & Hospitality Marketplace Kevin J. Wright President - WRTA World Religious Travel Association

One Objective

Make the decision to enter or expand your presence in the Religious and Hospitality Market –

especially through the establishment of a dedicated department, division, and/or personnel.

One (Measurable) End Goal

Plant the “Religious Market seed” at your company (from this seminar) – and in one year from today,

begin reaping the fruits.

What are the measurable fruits?

New Market, New Clientele, New Revenues

What is Religious Travel? Religious travel

* Travel to a

religious destination

* Travel with a missionary

or humanitarian intent

* Travel with a fellowship

and leisure intent

More specifically… Religious travel

Pilgrimages

Conventions

Meetings and events

Cruising

Missionary travel

Adventure travel

Volunteer vacations

Attractions

Leisure vacations

What is Religious Travel also known as? Religious travel

Religious travel

Religious hospitality

Religious tourism

Faith-based travel

Faith-based vacations

Faith tourism

(denomination) travel

Religious travel and hospitality

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

14,800,000

2,100,000

600,000,000

400,000

300,000,000

50,000

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

80%

100%

25%

75%

33%

75%

Who is involved in (and can service) the Religious Travel & Hospitality Marketplace? Religious Travel & Hospitality Marketplace

Destinations/DMOs

Travel wholesalers

Travel agents

Transportation

Hotels/lodging

Attractions

Restaurants

Suppliers (insurance)

Any other sector of

the travel industry

Four Pillars of the Faith-based Leisure Marketplace

Music

Film Books TRAVEL!

Major travel and “big” media outlets featuring stories on faith tourism including :

CBS The Early Show

TIME Magazine

New York Times

USA TODAY

National Geographic

Forbes Traveler

National Public Radio (NPR)

El Pais (Spain)

Financial Express (India)

Travel Weekly

Travel Trade

Modern Agent

Many more…

3 Things to remember about this market…

Religious travel and hospitality

… is experiencing tremendous growth.

… buyer motives are different.

… is multi-dimensional (multi-faceted).

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)

What amount of new revenues

are we talking about?

Group tours

1 group tour: 35 passengers (average)

12 group tours: 400 passengers

30 group tours: 1,000 passengers

Events

1 event: 800-1,000 attendees (average)

4 events: 3,000–4,000 attendees

12 events: 9,000-12,000 attendees

Economic Impact:

$250k - $750k for every 1,000 passengers/attendees

The Million Dollar Question:

How can your organization….

Develop and implement a Religious Travel and Hospitality Department

(or dedicated division/personnel)

2. Bring your organization NEW (or expanded) revenues and clientele?

Let’s begin…..

Dispel the Top 5 Myths … or as I like to call them “Silent Revenue Killers”

Silent Revenue Killer #1

The Religious Travel and Hospitality Market is comprised ONLY

of Tour Operators (or Tour Operators that specialize in religious travel).

Revenue Generator Fact #1

The Religious Travel and Hospitality Market is comprised of virtually every

segment of the travel industry (think of all the travel industry components

that go into a group tour or events….now apply it to faith tourism).

What is the “infrastructure” of the Religious Travel and Hospitality Marketplace?

Travel agents

Tour Operators

Ground operators

Receptive operators

Incoming operators

Destinations

Missionary travel agencies

Airlines

Museums

Travel guides

Technology

Media

Visitor Centers

And Many more....

Tourist boards

CVBs

DMOs

Travel wholesalers

Suppliers

Insurance companies

Rail and train

Consortiums

Trade associations

Cruise Lines

Nature reserves

Shrines

Event services

And Many more

Lodging/accommodations

Attractions

Motorcoach operators

Air service companies

Restaurants

Transportation of all kinds

Convention centers

Car hire/rental cars

Retailers

Consolidators

Charter transportation

Service providers

Online travel companies

And Many more....

The Religious Travel and Hospitality Market comprises ONLY pilgrimages.

The Religious Travel and Hospitality Market is comprised of virtually every

form of travel, vacation, and events.

The Religious Travel and Hospitality Market comprises ONLY “old folks.”

The Religious Travel and Hospitality Market is comprised of all ages:

33% Students and young adults (18-34 years old)

33% Couples, families, professionals (35-54 years old)

33% Workers, retirees (55 years and over)

The Religious Travel and Hospitality Market desires only “budget/cheap”

products and services.

The Religious Travel and Hospitality Market today desires (and requests)

quality products and services.

The Religious Travel and Hospitality Market will only comprise

a very small segment of your business at best (and with little ROI).

The Religious Travel and Hospitality Market has the potential to become a

key cornerstone and pillar of your organization’s revenues.

* Religious market among the largest, if not the largest driver, of group travel in North America

* 25% of Americans interested in faith tourism

* 16% of Meetings Market is faith-based

* Vast majority of certain markets are solely faith-based (missionary travel, volunteer vacations)

* Travels/host events during challenging economic times and other volatile situations

* Travels/hosts events throughout the year and especially helpful during shoulder seasons

* “Low maintenance” accounts; honest; enjoyable; helpful; possess a pied piper/leader

Faith Tourism has gone from niche to

MASS MARKET

These are the 5 Game-Changers

that will ensure the greatest opportunity

for success with the Religious Market

Dedicate personnel to the Religious Market.

Diversify/cater to all travel, vacation & event interests of the Religious Market

Cater to all age groups within the Religious Market

4. Promote the quality of your products and services

5. Get rid of the “small market” mentality. See this market in a whole new light;

it can serve as a (much-needed) new pillar of revenue for your organization.

What are the building blocks to launching a successful new Religious Travel & Hospitality division or “focused effort”?

5 Building Blocks…

Research and learn about the Religious Market – and its opportunities.

Put together a Business Plan (about the Religious Market) including

product, sales, marketing, public relations, and operations.

3. Make a company (committed) decision to sell to the Religious Market.

4. Designate/dedicate staff (or division) to the Religious Market.

5. Execute and implement the Business Plan.

Are there precedents? Yes, there are…

Tour operators

Destinations/DMOs

Lodging/Hotels

Transportation

Suppliers including insurance companies

Travel agents

Let’s complete 2 building blocks today…

Research and learn about the Religious Market – and its opportunities.

Put together a Business Plan (about the Religious Market) including

product, sales, marketing, public relations, and operations.

Make a company (committed) decision to sell to the Religious Market.

Designate/dedicate staff (or division) to the Religious Market.

Execute and implement the Business Plan.

PRODUCT/SERVICES : Develop products/services to attract faith-based travel groups and events.

MARKETING : Develop marketing ideas/program to attract faith-based travel groups and events.

SALES : Develop sales ideas/program to attract faith-based travel groups and events.

PUBLIC RELATIONS : Develop PR ideas/program to attract faith-based travel groups and events.

ADVERTISING : Develop advertising ideas/program to attract faith-based travel groups and event.

KEY POINT: APPLICABLE TO WHOLESALERS, DESTINATIONS, AND SUPPLIERS OF ALL KINDS.

BUSINESS PLAN – RELIGIOUS TRAVEL & HOSPITALITY MARKET

Next steps for getting started after you leave here today…

Join me on….

LinkedIn

Facebook

Twitter

WRTA Social Network

WRTA Religious Travel Buyer’s Guide

Get your free copy The “Who’s Who” in Faith Tourism Ask how to be featured in the next Buyer’s Guide!

The Travel Institute

Educational Courses on Faith Tourism available...

Religious Travel Market Educational Course (2 CEUs)

Religious Travel Market Business Package (4 CEUs)

WRTA Members have access to above courses

www.WRTAreligioustravel.com

Join WRTA as a Member….

Lots of resources, networking, opportunities for publicity

Books and guidebooks

Social Networks

Directory

Online Buyer’s Guide

Videos

Much More!

www.WRTAreligioustravel.com

World Religious Travel Expo 2009

The Most Important Meeting and Event

in Religious Travel and Hospitality

600+ attendees from 30 countries

November 14-16 2009 Reno, Nevada

www.WRTAexpo.com

Build Your Brand Faith Tourism Wrta

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Notes on slide 1

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