Trends of Leisure Marketing
A Look at the Future for the Leisure Traveler
TTIA Travel & Tourism College
Leisure Travel Marketing
✤ What is it?
✤ Who’s the audience?
✤ How do they make travel decisions?
✤ How do you market to t...
What is Leisure Travel?
✤ Getaway
✤ Indulgence
✤ Fun
✤ Exciting
✤ Pampering
✤ Fresh
✤ Comforting
✤ A Break
https://www.youtube.com/watch?v=kQEILl2VERI
Who’s the Audience?
✤ Know your audience demographics
‣ On average, leisure travelers have higher income levels than
non-t...
How Do They Plan?
** As reported by Travel Weekly
** As reported by Travel Weekly
Servicing the Digital Leisure Traveler
✤ Who: Travelport
✤ What: Case conducted to examine changes in technology and its
i...
The 2013 Traveler’s Road to Decision:
Affluent Insights Case
✤ Who: Ipsos MediaCT/Google
✤ What: Study conducted to determi...
** As reported by think.storage.googleapis.com
** As reported by think.storage.googleapis.com
** As reported by think.storage.googleapis.com
** As reported by think.storage.googleapis.com
How do you market to them?
How to Succeed in Leisure Marketing
✤ Reputation of Attraction/Destination/Town
✤ Make a Connection
✤ Evoke Emotion
✤ Stro...
Colorado DOT Stay A While
✤ Offer incentives - #WhatWouldOlegDo
‣ Coupons
‣ Discounts
‣ Bargains
‣ Contests
✤ Off Peak Hou...
Colorado Marketing Strategy
https://www.youtube.com/watch?v=PPlF3akFYWI
Visit Savannah - By the Numbers
2013 (vs. 2012)
✤ 13 Million Visitors (5% increase)
✤ $2.29 Billion in Direct Spending (11...
Westin Marketing Strategy
✤ ‘The Element of Well-Being’
✤ New Balance product rentals
✤ Programs like 5 mile runs
What is the FUTURE of Travel?
Group Discussion
**As reported by Travel & Leisure
The Year: 2034
!
Who is YOUR future traveler?
How will you market to th...
Jet Blue
Future Travel Tools
Future Travel Tools
Future Travel Tools
Future Travel Tools
Future Travel Tools
https://www.youtube.com/watch?v=wMJKkI2pdB4
Stay Connected
✤ Keep up with the current trends
✤ Stay on top of media outlets
✤ Strive to always go above & beyond for t...
Face the Facts
✤ Spending on leisure travel generated $91.9 billion in tax revenue.
✤ More than 3 out of 4 domestic trips ...
Thank Y’all!
Melissa Yao Hille
Melissa@MyAgencySavannah.com
912.373.8998
!
Melissa Yao Hille
@melissayaohille
Melissa.Yao....
Trends of Leisure Marketing
A Look at the Future for the Leisure Traveler
TTIA Travel & Tourism College
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
Trends of Leisure Marketing
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Trends of Leisure Marketing

  1. 1. Trends of Leisure Marketing A Look at the Future for the Leisure Traveler TTIA Travel & Tourism College
  2. 2. Leisure Travel Marketing ✤ What is it? ✤ Who’s the audience? ✤ How do they make travel decisions? ✤ How do you market to them? ✤ What is the future of travel?
  3. 3. What is Leisure Travel? ✤ Getaway ✤ Indulgence ✤ Fun ✤ Exciting ✤ Pampering ✤ Fresh ✤ Comforting ✤ A Break
  4. 4. https://www.youtube.com/watch?v=kQEILl2VERI
  5. 5. Who’s the Audience? ✤ Know your audience demographics ‣ On average, leisure travelers have higher income levels than non-travelers. ‣ 26% travel with children under the age of 18 (2012). ‣ Average age of leisure travelers is 47.5 years old. ‣ Use best outlet for advertising based on audience. ** Direct statistics reported by US Travel
  6. 6. How Do They Plan?
  7. 7. ** As reported by Travel Weekly
  8. 8. ** As reported by Travel Weekly
  9. 9. Servicing the Digital Leisure Traveler ✤ Who: Travelport ✤ What: Case conducted to examine changes in technology and its influence on the travel process. ✤ When: Mid-2012 ✤ Where: U.S, Canada, U.K, Germany, France, UAE, India, Australia ✤ Why: To compare the ‘digital natives’ (35 & younger) & ‘digital immigrants’ (36 & older) use of technology or lack of technology in the travel process. ** As reported by travelport.com
  10. 10. The 2013 Traveler’s Road to Decision: Affluent Insights Case ✤ Who: Ipsos MediaCT/Google ✤ What: Study conducted to determine what influences traveler’s decisions for their vacations. ✤ When: Published January 2014; Statistics from 2011- 2013. ✤ Where: U.S ✤ Why: To have a better understanding of the influence that media, internet & technology have on travelers now, as compared to previous years. ** As reported by think.storage.googleapis.com
  11. 11. ** As reported by think.storage.googleapis.com
  12. 12. ** As reported by think.storage.googleapis.com
  13. 13. ** As reported by think.storage.googleapis.com
  14. 14. ** As reported by think.storage.googleapis.com
  15. 15. How do you market to them?
  16. 16. How to Succeed in Leisure Marketing ✤ Reputation of Attraction/Destination/Town ✤ Make a Connection ✤ Evoke Emotion ✤ Strong Message ✤ Authenticity ✤ Unique
  17. 17. Colorado DOT Stay A While ✤ Offer incentives - #WhatWouldOlegDo ‣ Coupons ‣ Discounts ‣ Bargains ‣ Contests ✤ Off Peak Hours, avoid traffic ✤ Encourage exploration of spots unique to state ✤ Use of video and humor
  18. 18. Colorado Marketing Strategy https://www.youtube.com/watch?v=PPlF3akFYWI
  19. 19. Visit Savannah - By the Numbers 2013 (vs. 2012) ✤ 13 Million Visitors (5% increase) ✤ $2.29 Billion in Direct Spending (11% increase) ✤ 2.4 Nights - Length of Stay (4.4% increase) ✤ 82% of Visitors Used Social Media for Travel (9% increase) ๏ 2010 - 45% of Visitors Used Social Media ✤ Yearly Voted Top 10 Destinations in US - by National Travel Magazines.
  20. 20. Westin Marketing Strategy ✤ ‘The Element of Well-Being’ ✤ New Balance product rentals ✤ Programs like 5 mile runs
  21. 21. What is the FUTURE of Travel?
  22. 22. Group Discussion **As reported by Travel & Leisure The Year: 2034 ! Who is YOUR future traveler? How will you market to them? What do you think is the future of travel? Create the story. Your peers will critique.
  23. 23. Jet Blue
  24. 24. Future Travel Tools
  25. 25. Future Travel Tools
  26. 26. Future Travel Tools
  27. 27. Future Travel Tools
  28. 28. Future Travel Tools https://www.youtube.com/watch?v=wMJKkI2pdB4
  29. 29. Stay Connected ✤ Keep up with the current trends ✤ Stay on top of media outlets ✤ Strive to always go above & beyond for the traveler ✤ Resist comfort zones ✤ Engage in convos on Social Media ✤ Offer surveys for travelers
  30. 30. Face the Facts ✤ Spending on leisure travel generated $91.9 billion in tax revenue. ✤ More than 3 out of 4 domestic trips taken are for leisure purposes (78%). ✤ U.S. residents logged 1.6 billion person-trips* for leisure purposes in 2013. ✤ Top leisure travel activities for U.S. domestic travelers: (1) visiting relatives; (2) shopping; (3) visiting friends; (4) fine dining; and (5) beaches. ✤ Direct spending on leisure travel by domestic and international travelers totaled $621.4 billion in 2013. ** Direct statistics reported by US Travel
  31. 31. Thank Y’all! Melissa Yao Hille Melissa@MyAgencySavannah.com 912.373.8998 ! Melissa Yao Hille @melissayaohille Melissa.Yao.Hille MyAgencySavannah @myagencysav
  32. 32. Trends of Leisure Marketing A Look at the Future for the Leisure Traveler TTIA Travel & Tourism College

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