TRIBES, TRENDS and BUSINESS TOURISM
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TRIBES, TRENDS and BUSINESS TOURISM

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Rick Taylor

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TRIBES, TRENDS and BUSINESS TOURISM TRIBES, TRENDS and BUSINESS TOURISM Presentation Transcript

  • TRIBES, TRENDS and BUSINESS TOURISM Rick Taylor EIAT September 2009
  • TRIBES
  • Tribes Tourism marketing today is about defining TRIBES …
  • Tribes Features Benefits Experience Identification “What it is” “What it does” “What you feel” “Who you are” 1900 1925 1950 2000
  • Tribes Boomers retiring, Gen X entering midlife, Gen Y entering work (UK Population 1925 – 2007) Man on the Moon Fall of Communism Financial Crisis Economic Boom Economic Boom 9/11 WW2 Great Depression 1946 1967 1985 2003 … Future …. Gen Z
  • Tribes Generation X 1965 - 1976 Global Executives / Cosmopolitan Commuters Senior Executives – short/long-haul travel on business Superior flexibility – late bookings / last minute changes Personalised premium journey packages Growing numbers people living / working in different regions
  • Tribes Generation Y - Millennials 1977 - 1997 Information savvy – global networks High expectations Internet / Apple iPhone All about experience, lifestyle, personalisation
  • Tribes Generation Z 1998 - A smaller World Half the world under 25 years (4 billion) 2 billion (25%) over 60 years
  • Tribes Different Activities … Different Tribes People join different tribes for different activities … Reading Driving Banking Travel Sports Computing
  • Tribes The Online Revolution • Global online travel retail sector … $125 Billion! • Tourism websites … 11 seconds … to capture customer • 1 Billion searches every day Travelmole 2008
  • Tribes Social Media / Blogging … Second largest search engine! 60% market share 100+ million videos
  • Tribes Social Media / Blogging … 250+ Million active users
  • Tribes New York Pod Culture: social network for guests before they arrive Since implementing 2 years ago, customer retention at all time high, revenue up 400%
  • Tribes Hello, My Father and I will visit New York in September. We come from Spain, but I live in the States. It will be our first visit to New York. 11th – 21st Sept 2009 We are looking forward to meeting people in the city. See you, Lorena Hello! My name is Bea and I'm staying at the Pod from September 11th till September 21st. It's gonna be my first time in NYC and would like to meet some people to have drinks or hear some jazz in the West village. I am a 30 years old female. My e-mail is bartesero@hotmail.com Hope to hear from you :) Have a nice trip, Bea.
  • TRENDS
  • Trends Towards 2020 – The Big Picture • Surplus society Friction free commerce Continuous commoditisation Technology Competition for loyalty • Society time deficient • Shrinking world, distance is dead
  • Trends • Consumer democracy
  • Trends New virus is ... choice • More … freedom • More … international travel • More … access to the internet • More … destination offerings
  • Trends The Three ‘E’s Ethical Consumers …
  • Trends • Growth of volunteerism
  • Trends • Human rights
  • Trends • The struggle for beliefs
  • Trends • Bottled water
  • Trends The Three ‘E’s Eco-consumers …
  • Trends • Artificial trees may save the world
  • Trends • Hotels …
  • Trends The Three ‘E’s Experience Economy ...
  • BUSINESS TOURISM
  • Business Tourism Business Tourism … Leads the Way “ Tourism is forecast to resume its leading role in driving global growth … creating jobs and alleviating poverty. Business Tourism is one of the most lucrative components of the global tourism industry.” WTTC 2009
  • Business Tourism Economic Value 1.376 2019 5.575 US$ bn. Business 0.745 US$ bn. Leisure 2009 2.99 0 2 4 6 • Business = Major source of tourism income WTTC 2009
  • Business Tourism Economic Value • Since 2000 - 53% growth in business travel • Real growth 3.6% p.a. - 2009 to 2018 • Conference / Incentive travel to grow at fastest rate • Revenues estimated to account for 45% of total tourism income by 2019
  • Business Tourism Tribes ... International / National Meetings Trade Non Incentives Corporate Events Shows / Corporate Exhibitions Association Government Non Government
  • Business Tourism Perspectives … Destinations Issue contributing to successful event % respondents 1. Attractive destination 70% 2. Ease of access / travel 57% 3. Quality of the venue 55% Mood of the Market: EIBTM (Dec 2008)
  • Business Tourism Perspectives … Venues Factors influencing venue selection % respondents 1. Location 83% 2. Price / value for money 78% 3. Quality of service 51% Mood of the Market: EIBTM (Dec 2008)
  • Tribes • Frustrated customer service • Year trying for compensation • Unique learning opportunity
  • Tribes You Tube 5.5 million hits CNN feature “ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that, you will do things differently. ” Warren Buffet
  • Business Tourism Life in the third millennium …. Fast, Urban, Tribal, Universal, Radical, Ethical
  • www.thebusinesstourismcompany.com Destination Marketing, Management and Development Consultants