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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...
Tribes


Boomers retiring, Gen X entering midlife, Gen Y entering work
                                                   ...
Tribes

Generation X                          1965 - 1976
Global Executives / Cosmopolitan Commuters


  Senior Executives...
Tribes

Generation Y - Millennials                  1977 - 1997




  Information savvy –   global   networks

  High expe...
Tribes

Generation Z                                  1998 -




  A smaller World
  Half the world under 25 years (4 bill...
Tribes

Different Activities … Different Tribes

People join different tribes for different activities …

               R...
Tribes

The Online Revolution




•   Global online travel retail sector … $125 Billion!

•   Tourism websites   … 11 seco...
Tribes

Social Media / Blogging …




               Second largest search engine!
               60% market share
       ...
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, custom...
Tribes




    Hello,
    My Father and I will visit New York in September.
    We come from Spain, but I live in the Stat...
TRENDS
Trends

Towards 2020 – The Big Picture



• Surplus society
               Friction free commerce
               Continuou...
Trends




    • Consumer democracy
Trends

New virus is ... choice


     •   More …   freedom

     • More …     international travel

     •   More …   acc...
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...
Business Tourism

Economic Value



                 1.376
    2019                        5.575
                         ...
Business Tourism

Economic Value




•   Since 2000 - 53% growth in business travel

•   Real growth 3.6% p.a. - 2009 to 2...
Business Tourism

 Tribes ...
                       International /
                      National Meetings



          ...
Business Tourism

Perspectives … Destinations




Issue contributing to successful event      % respondents
1.   Attractiv...
Business Tourism

Perspectives … Venues




Factors influencing venue selection          % respondents
1.   Location      ...
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,
          ...
Business Tourism




Life in the third millennium ….


       Fast, Urban, Tribal, Universal, Radical, Ethical
www.thebusinesstourismcompany.com


Destination Marketing, Management and
       Development Consultants
TRIBES, TRENDS and BUSINESS TOURISM
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Transcript of "TRIBES, TRENDS and BUSINESS TOURISM"

  1. 1. TRIBES, TRENDS and BUSINESS TOURISM Rick Taylor EIAT September 2009
  2. 2. TRIBES
  3. 3. Tribes Tourism marketing today is about defining TRIBES …
  4. 4. Tribes Features Benefits Experience Identification “What it is” “What it does” “What you feel” “Who you are” 1900 1925 1950 2000
  5. 5. 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
  6. 6. 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
  7. 7. Tribes Generation Y - Millennials 1977 - 1997 Information savvy – global networks High expectations Internet / Apple iPhone All about experience, lifestyle, personalisation
  8. 8. Tribes Generation Z 1998 - A smaller World Half the world under 25 years (4 billion) 2 billion (25%) over 60 years
  9. 9. Tribes Different Activities … Different Tribes People join different tribes for different activities … Reading Driving Banking Travel Sports Computing
  10. 10. 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
  11. 11. Tribes Social Media / Blogging … Second largest search engine! 60% market share 100+ million videos
  12. 12. Tribes Social Media / Blogging … 250+ Million active users
  13. 13. 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%
  14. 14. 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.
  15. 15. TRENDS
  16. 16. 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
  17. 17. Trends • Consumer democracy
  18. 18. Trends New virus is ... choice • More … freedom • More … international travel • More … access to the internet • More … destination offerings
  19. 19. Trends The Three ‘E’s Ethical Consumers …
  20. 20. Trends • Growth of volunteerism
  21. 21. Trends • Human rights
  22. 22. Trends • The struggle for beliefs
  23. 23. Trends • Bottled water
  24. 24. Trends The Three ‘E’s Eco-consumers …
  25. 25. Trends • Artificial trees may save the world
  26. 26. Trends • Hotels …
  27. 27. Trends The Three ‘E’s Experience Economy ...
  28. 28. BUSINESS TOURISM
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Business Tourism Tribes ... International / National Meetings Trade Non Incentives Corporate Events Shows / Corporate Exhibitions Association Government Non Government
  33. 33. 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)
  34. 34. 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)
  35. 35. Tribes • Frustrated customer service • Year trying for compensation • Unique learning opportunity
  36. 36. 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
  37. 37. Business Tourism Life in the third millennium …. Fast, Urban, Tribal, Universal, Radical, Ethical
  38. 38. www.thebusinesstourismcompany.com Destination Marketing, Management and Development Consultants
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