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BEST FOOT FORWARD
THE RE-INVENTION OF THE HIKING INDUSTRY
#mountainlikers #unwto @cathyodowd
9TH WORLD
CONGRESS OF
SNOW AN...
9th World Congress on Snow and Mountain Tourism
SHORT
TERM TRENDS
CONTAIN GOOD
NEWS
THE
OUTDOOR
MARKET IS
GROWING
RAPIDLY
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
ADVENTUROUS PEOPLE TURN TO
HILL WALKING WITH AGE.
IT ENABLES THEM TO CONTI...
9th World Congress on Snow and Mountain Tourism
http://health.gov/paguidelines/guidelines/chapter2.aspx
http://www.huffing...
9th World Congress on Snow and Mountain Tourism
http://www.mind.org.uk/media/2976123/how-to-improve-your-wellbeing-through...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
SHORT
TERM TRENDS
CONTAIN GOOD
NEWS
‣ outdoor market growing rapidly
‣ goo...
9th World Congress on Snow and Mountain Tourism
HOW WE
MARKET TO
HIKERS IS
CHANGING
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
http://www.outsidemediakit.com/audience_circulation.php
TRADITIONAL
OUTDOO...
9th World Congress on Snow and Mountain Tourism
SOCIAL
MEDIA STARS
ARE ON THE
RISE
9th World Congress on Snow and Mountain Tourism
http://www.fastcocreate.com/3054309/behind-the-brand/
how-the-north-face-u...
9th World Congress on Snow and Mountain Tourism
HIKING
CLIENTS WANT
TO SHARE THE
EXPERIENCE
https://www.sportengland.org/m...
9th World Congress on Snow and Mountain Tourism
WE NEED TO ADD VALUE, TO OFFER THINGS THE
CLIENTS CAN’T EASILY ARRANGE THE...
9th World Congress on Snow and Mountain Tourism
IN UNDERSTANDING THE DIFFERENT NEEDS
AND MOTIVES OF HIKERS,
WE NEED TO INV...
9th World Congress on Snow and Mountain Tourism
LONG
TERM TRENDS
CONTAIN BAD
NEWS
9th World Congress on Snow and Mountain Tourism
https://upload.wikimedia.org/wikipedia/commons/c/c8/Percentage_of_Populati...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
http://www.dailymail.co.uk/femail/article-2307431/Children-today-read-chor...
9th World Congress on Snow and Mountain Tourism
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/...
9th World Congress on Snow and Mountain Tourism
http://www.cnet.com/news/climbing-in-virtual-reality/
http://www.pcworld.c...
VIRTUAL
REALITY IS
SMALL NOW BUT
THAT WILL
CHANGE
Mark Zuckerberg
9th World Congress on Snow and Mountain Tourism
"WE BELI...
9th World Congress on Snow and Mountain Tourism
PEOPLE
PERCEIVE THE
OUTDOORS AS
CROWDED
http://www.telegraph.co.uk/travel/...
9th World Congress on Snow and Mountain Tourism
“MONT BLANC IS A HEAP OF GARBAGE, A MOUNTAIN COVERED
WITH THE CRAP, URINE ...
9th World Congress on Snow and Mountain Tourism
https://barefootandrunningblind.wordpress.com/2014/09/14/utmb-ultra-trail-...
9th World Congress on Snow and Mountain Tourism
LONG
TERM TRENDS
CONTAIN BAD
NEWS
‣ the world is increasingly urban
‣ thos...
9th World Congress on Snow and Mountain Tourism
HOW CAN
THE MARKET BE
EXPANDED?
9th World Congress on Snow and Mountain Tourism
CORE
MARKET LIMITED
TO HEALTHY
WEALTHY
WHITE
9th World Congress on Snow and Mountain Tourism
EUROPEAN AND NORTH AMERICAN
MARKET IS 98% OF THE BUSINESS.
TOURISTS OUT OF...
9th World Congress on Snow and Mountain Tourism
MILLENNIUM HIKES, AN INITIATIVE AIMED AT
DEVELOPING INTERNATIONAL CROSS-CU...
9th World Congress on Snow and Mountain Tourism
DO YOU REALLY WANT TO GUIDE 15 NOISY KIDS?
YOU WANT TO GUIDE ONE PERSON FO...
9th World Congress on Snow and Mountain Tourism
http://www.outdoorafro.com
http://gripped.com/routes/kai-lightner-joins-th...
9th World Congress on Snow and Mountain Tourism
FIND PEOPLE WHO ARE ALREADY
DOING THESE THINGS.
RATHER THAN HAVING PRIVILE...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
HOW CAN
THE MARKET BE
EXPANDED?
‣ look beyond the core demographic
‣ find c...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
https://www.sportengland.org/media/3275/outdoors-participation-report-v2-l...
9th World Congress on Snow and Mountain Tourism
#mountainlikers #unwto @cathyodowd
MANY OPPORTUNITIES BUT A
COMPLEX ENVIRO...
Cathy O'Dowd
FIND OUT MORE AT:
WEB: CATHYODOWD.COM
TWITTER: @CATHYODOWD
INSTAGRAM: CATHY_ODOWD
WATCH THE FULL PRESENTATION...
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Re-invention of the hiking industry, 9th World Congress Snow & Mountain Tourism

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Cathy O'Dowd's presentation on future trends in the hiking industry, the opening session of the hiking industry panel at the 9th World Congress Snow & Mountain Tourism.

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Re-invention of the hiking industry, 9th World Congress Snow & Mountain Tourism

  1. 1. BEST FOOT FORWARD THE RE-INVENTION OF THE HIKING INDUSTRY #mountainlikers #unwto @cathyodowd 9TH WORLD CONGRESS OF SNOW AND MOUNTAIN TOURISM SANT JULIA, ANDORRA 3 APRIL 2016
  2. 2. 9th World Congress on Snow and Mountain Tourism SHORT TERM TRENDS CONTAIN GOOD NEWS
  3. 3. THE OUTDOOR MARKET IS GROWING RAPIDLY 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf
  4. 4. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf HIKING IS A GATEWAY ACTIVITY BRINGING IN NEW PARTICIPANTS
  5. 5. 9th World Congress on Snow and Mountain Tourism ADVENTUROUS PEOPLE TURN TO HILL WALKING WITH AGE. IT ENABLES THEM TO CONTINUE 
 BEING ONE OF THE TRIBE. Emily Rodway, editor TGO HIKING IS THE ACTIVITY PEOPLE RETURN TO 
 WITH AGE https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf
  6. 6. 9th World Congress on Snow and Mountain Tourism http://health.gov/paguidelines/guidelines/chapter2.aspx http://www.huffingtonpost.com/2014/07/18/how-taking-a-hike-can-mak_n_5584809.html HIKING IS GOOD FOR PHYSICAL HEALTH
  7. 7. 9th World Congress on Snow and Mountain Tourism http://www.mind.org.uk/media/2976123/how-to-improve-your-wellbeing-through-physical-activity-and-sport.pdf
 http://www.ncbi.nlm.nih.gov/pubmed/21495519 http://www.apa.org/monitor/2011/12/exercise.aspx http://www.outsideonline.com/2048391/adhd-fuel-adventure
 HIKING IS GOOD FOR MENTAL HEALTH
  8. 8. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf CORE MARKET WHITE WEALTHY OLDER
  9. 9. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf THE KEY HIKING DEMOGRAPHIC IS GROWING
  10. 10. 9th World Congress on Snow and Mountain Tourism SHORT TERM TRENDS CONTAIN GOOD NEWS ‣ outdoor market growing rapidly ‣ good for physical health ‣ good for mental health ‣ the outdoor activity people are most likely to begin with ‣ the activity people return to in older age ‣ core demographic older & wealthy ‣ core demographic growing
  11. 11. 9th World Congress on Snow and Mountain Tourism HOW WE MARKET TO HIKERS IS CHANGING
  12. 12. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf IT’S NOT ENOUGH TO HAVE A WEBSITE
  13. 13. 9th World Congress on Snow and Mountain Tourism http://www.outsidemediakit.com/audience_circulation.php TRADITIONAL OUTDOOR MEDIA IS IN DECLINE
  14. 14. 9th World Congress on Snow and Mountain Tourism SOCIAL MEDIA STARS ARE ON THE RISE
  15. 15. 9th World Congress on Snow and Mountain Tourism http://www.fastcocreate.com/3054309/behind-the-brand/ how-the-north-face-uses-hardcore-exploration-to-inspire-everybody-else? http://www.outsideonline.com/2027506/pics-or-it-didnt-happen SOCIAL MEDIA OFFERS NEW MARKETING AVENUES
  16. 16. 9th World Congress on Snow and Mountain Tourism HIKING CLIENTS WANT TO SHARE THE EXPERIENCE https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf
  17. 17. 9th World Congress on Snow and Mountain Tourism WE NEED TO ADD VALUE, TO OFFER THINGS THE CLIENTS CAN’T EASILY ARRANGE THEMSELVES. Pär Lindholm, owner Active Spain WE RUN TRIPS THAT ARE VERY WELL RESEARCHED AND WE ARE CAREFUL WITH OUR UNIQUE SELLING POINTS, WE CHARGE A BIT MORE BUT OUR CLIENTS UNDERSTAND WHAT THEY ARE PAYING FOR. MOST OF OUR CLIENTS ARE LOYAL. Julia Tregaskis-Allen, co-founder Tracks and Trails I WORK WITH CHOIRS IN THE UK TO OFFER SINGING AND HIKING HOLIDAYS, AND WITH YOGA TEACHERS. A LOT OF FINDING THE RIGHT NETWORKS IS DONE VIA FACEBOOK GROUPS. Tanya Perrett, founder Live Breathe Hike https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf HIKERS WANT AN ENRICHED EXPERIENCE
  18. 18. 9th World Congress on Snow and Mountain Tourism IN UNDERSTANDING THE DIFFERENT NEEDS AND MOTIVES OF HIKERS, WE NEED TO INVEST IN A NEW QUALITY OF HIKING EXPERIENCE RELATED TO INFRASTRUCTURE, TRAILS AND DESTINATIONS. http://www.wanderstudie.projectm.de FRANZISKA THIELE TOURIST DESTINATIONS NEED TO INVEST
  19. 19. 9th World Congress on Snow and Mountain Tourism LONG TERM TRENDS CONTAIN BAD NEWS
  20. 20. 9th World Congress on Snow and Mountain Tourism https://upload.wikimedia.org/wikipedia/commons/c/c8/Percentage_of_Population_Living_in_urban_areas_1950-2050.png URBAN LIVING RELENTLESSLY ON THE RISE
  21. 21. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf WE NEED TO GET YOUNG PEOPLE OUTDOORS
  22. 22. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf WE REACH YOUNGSTERS THROUGH FAMILY
  23. 23. 9th World Congress on Snow and Mountain Tourism http://www.dailymail.co.uk/femail/article-2307431/Children-today-read-chores-HOMEWORK-play-outside.html http://www.theguardian.com/lifeandstyle/2010/aug/16/childre-nature-outside-play-health TODAY’S KIDS STAY INDOORS
  24. 24. 9th World Congress on Snow and Mountain Tourism https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/481299/mene-headline-report-2014-15.pdf DOGS GET OUT MORE THAN KIDS DO
  25. 25. 9th World Congress on Snow and Mountain Tourism http://www.cnet.com/news/climbing-in-virtual-reality/ http://www.pcworld.com/article/3019511/ces/ everest-vr-demo-triggered-my-fear-of-heights-and-nearly-brought-me-to-my-knees.html VIRTUAL REALITY TAKES YOU OUTDOORS FROM THE SOFA
  26. 26. VIRTUAL REALITY IS SMALL NOW BUT THAT WILL CHANGE Mark Zuckerberg 9th World Congress on Snow and Mountain Tourism "WE BELIEVE THIS KIND OF IMMERSIVE, AUGMENTED REALITY WILL BECOME A PART OF DAILY LIFE FOR BILLIONS OF PEOPLE." http://www.inc.com/graham-winfrey/mark-zuckerberg-virtual-reality.html
  27. 27. 9th World Congress on Snow and Mountain Tourism PEOPLE PERCEIVE THE OUTDOORS AS CROWDED http://www.telegraph.co.uk/travel/galleries/Tourist-traps-the-worlds-most-crowded-places/crowd-machu/ SUMMIT RIDGE OF EVEREST
  28. 28. 9th World Congress on Snow and Mountain Tourism “MONT BLANC IS A HEAP OF GARBAGE, A MOUNTAIN COVERED WITH THE CRAP, URINE AND DETRITUS OF THE LAST 50 YEARS.” Jean-Marc Peillex, mayor of Saint-Gervais http://www.spiegel.de/international/europe/popularity-of-mont-blanc-makes-climbing-it-more-dangerous-a-990885.html NEGATIVE IMPACT OF GROWING NUMBERS
  29. 29. 9th World Congress on Snow and Mountain Tourism https://barefootandrunningblind.wordpress.com/2014/09/14/utmb-ultra-trail-du-mud-bath/ “MONT BLANC IS A HEAP OF GARBAGE, A MOUNTAIN COVERED WITH THE CRAP, URINE AND DETRITUS OF THE LAST 50 YEARS.” Jean-Marc Peillex, mayor of Saint-Gervais http://www.spiegel.de/international/europe/popularity-of-mont-blanc-makes-climbing-it-more-dangerous-a-990885.html NEGATIVE IMPACT OF GROWING NUMBERS
  30. 30. 9th World Congress on Snow and Mountain Tourism LONG TERM TRENDS CONTAIN BAD NEWS ‣ the world is increasingly urban ‣ those who start young stay with outdoor sports ‣ but children less and less likely to spend time outdoors ‣ virtual reality aims to provide the drama without the effort ‣ people perceive outdoor areas as overcrowded ‣ and the rise in numbers is doing real damage
  31. 31. 9th World Congress on Snow and Mountain Tourism HOW CAN THE MARKET BE EXPANDED?
  32. 32. 9th World Congress on Snow and Mountain Tourism CORE MARKET LIMITED TO HEALTHY WEALTHY WHITE
  33. 33. 9th World Congress on Snow and Mountain Tourism EUROPEAN AND NORTH AMERICAN MARKET IS 98% OF THE BUSINESS. TOURISTS OUT OF ASIA ARE A POTENTIAL BOOM MARKET, ESPECIALLY THE CHINESE. I HAVE HAD ONE GROUP LIKE THAT AND IT TURNED OUT TO BE A NIGHTMARE, BECAUSE OF LANGUAGE AND CULTURAL BARRIERS. South African hiking guide LANGUAGE & CULTURAL BARRIERS TO EXPANDING MARKET
  34. 34. 9th World Congress on Snow and Mountain Tourism MILLENNIUM HIKES, AN INITIATIVE AIMED AT DEVELOPING INTERNATIONAL CROSS-CULTURAL HIKES AS SUSTAINABLE TOURISM PRODUCTS Catherine Germier-Hamel, CEO, Millennium Destinations NEED CREATIVE INITIATIVES TO EXPAND MARKET http://www.millennium-destinations.com/millennium-tours.html
  35. 35. 9th World Congress on Snow and Mountain Tourism DO YOU REALLY WANT TO GUIDE 15 NOISY KIDS? YOU WANT TO GUIDE ONE PERSON FOR DOUBLE THE MONEY AND A FRACTION OF THE HASSLE. BLACK PEOPLE DON’T CLIMB ROCKS, THE WHOLE IDEA OF GOING OUT THERE IS A WHITE MIDDLE-CLASS CONCEPT. South African hiking guide https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf BARRIERS TO ENTRY ARE COMPLEX
  36. 36. 9th World Congress on Snow and Mountain Tourism http://www.outdoorafro.com http://gripped.com/routes/kai-lightner-joins-the-9a-club-with-era-vella/ OUR ASSUMPTIONS ARE OFTEN WRONG
  37. 37. 9th World Congress on Snow and Mountain Tourism FIND PEOPLE WHO ARE ALREADY DOING THESE THINGS. RATHER THAN HAVING PRIVILEGED, WELL- INTENTIONED WHITE PEOPLE COMING INTO THESE COMMUNITIES AND SAYING THIS IS GOOD FOR YOU, HAVE PEOPLE WITHIN THE COMMUNITY SAYING “HEY, THIS IS SOMETHING THAT HAS BROUGHT JOY TO MY LIFE.” LET IT COME FROM WITHIN THE NEIGHBOURHOOD. http://www.amazon.com/Adventure-Gap-Changing-Face-Outdoors/dp/1594858683/ http://joytripproject.com/ James Mills, The Joy Trip Project FIND AMBASSADORS INSIDE NEW MARKETS
  38. 38. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf HIKING STARTS IN URBAN SPACES
  39. 39. 9th World Congress on Snow and Mountain Tourism HOW CAN THE MARKET BE EXPANDED? ‣ look beyond the core demographic ‣ find creative way to overcome language & cultural barriers ‣ don’t write off underrepresented groups ‣ look for hiking ambassadors within marginalised communities ‣ push for renovation of urban outdoor space ‣ hiking starts close to home
  40. 40. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf HIKING OFFERS HUGE POTENTIAL FOR GROWTH
  41. 41. 9th World Congress on Snow and Mountain Tourism https://www.sportengland.org/media/3275/outdoors-participation-report-v2-lr-spreads.pdf INDUSTRY LACKS UNITED VOICE & CUSTOMER FOCUS
  42. 42. 9th World Congress on Snow and Mountain Tourism #mountainlikers #unwto @cathyodowd MANY OPPORTUNITIES BUT A COMPLEX ENVIRONMENT BEST FOOT FORWARD THE RE-INVENTION OF THE HIKING INDUSTRY
  43. 43. Cathy O'Dowd FIND OUT MORE AT: WEB: CATHYODOWD.COM TWITTER: @CATHYODOWD INSTAGRAM: CATHY_ODOWD WATCH THE FULL PRESENTATION ON YOUTUBE 9th World Congress on Snow and Mountain Tourism

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