Download to read offline
Uploaded byLinkBC
Rob Gialloreto, Tourism Educators Conference
The document discusses how consumers are changing and how destinations and marketers need to adjust to meet the needs of new travellers. It focuses on baby boomers as a key demographic and outlines that they want new, unique experiences that provide both adventure and luxury. It also examines how technology is transforming the travel industry and how travellers now rely on digital resources, social media, and mobile devices to plan trips. The document advocates that destinations need to ensure they are delivering authentic experiences and stresses the importance of listening to consumers to understand what they want.
More Related Content
Similar to Rob Gialloreto, Tourism Educators Conference
Rob Gialloreto, Tourism Educators Conference
- 1. The Changing Consumer: AdjustingFocus to Meet the Needs of the New Traveller Rob Gialloreto President & CEO
- 2. • Rejuvenate: Thereis no time like the present to reinvigorate your understanding of a topic, refresh your knowledge, your product, or yourself • Rebrand: Rebranding is about reinvention to meet market demands without losing sight of your roots • Reboot: Technology is all around us. How do we use it to our advantage? TEC Streams
- 3. • Prepare professionals •Up to date, and market reflective • Connection to a rapidly changing industry • Apply business acumen to an intangible product “Education is what survives when what has been learned has been forgotten.” - B. F. Skinner Tourism Educators
- 4. Tourism Educators -Jobs “British Columbia's tourism industry will be a leader in provincial job growth as businesses look to fill 101,000 new job openings by 2020.” – go2hr
- 6. Give you up Letyou down Run around and desert you Make you cry Say goodbye Tell a lie and hurt your Things Rick Astley Would Never Do
- 7.
- 12.
- 23. I’ve lived ina few different cities…
- 26.
- 28.
- 29.
- 31. I’ve gone toa few schools…
- 38. I’ve had afew different jobs…
- 40.
- 41.
- 56. I do havea personal life…
- 79.
- 80. Changing Consumers –Boomers
- 81. • Definition – LeadingEdge: now 57-67 – Trailing Edge: now 49-56 • 77+ million boomers • 40% plan to “work until they drop” • Over 50% of U.S. discretionary spending rests with them • Adults 50 and older own 65% of the aggregate net worth of all U.S. households • Americans over 55 spend 50% of all vacation dollars in America • 80% have broadband internet access • Make up 80% of leisure travel • Make over 50% of their travel purchases online Changing Consumers – Boomers
- 82. Changing Consumers –What Do They Want • New and Unique • “Smooth” Adventure • … but throw in some luxury • Not all boomers are the same; most dynamic group – From JFK to Vietnam War to Watergate…
- 83.
- 84. Types of Trips: •Eco-tourism (hiking, waterfalls, nature) • Adventure (skiing, skydiving, scuba/snorkeling) • Religion (900,000 per year; average age 55) • Culinary cruises (food, wine and cruising – nice combo!) • Destination weddings (80 million dollar business; fastest growing online dating consumer is 50+) • Multi-generational • Medical tourism (60 billion dollar industry) Changing Consumers – What Do They Want
- 85. Boomers are NOTall the Same
- 86. What are thesepeople doing? Changing Consumers - Technology
- 87. Source: Nielsen’s, GlobalTrust in Advertising report, 2011 Recommendations from people I know 92% Consumer opinions posted online 70% Editorial content 58% Branded websites 58% Emails I sign up for 50% Ads of TV 47% Brand sponsorships 47 % 47 % Ads in magazines Trusted Sources of Information
- 88. • 41.3% Mobilephone • 33.9% Opinion of friends, colleagues or relatives • 28.9% Online mapping site • 28.4% DMO website • 24.6% Social media • 21.9% Travel or lifestyle magazine • 21.1% Newspaper travel section Source: State of the American Traveler, Volume 13, July 2012 – Destination Analysts Inc. 58.5% Resources Used to Plan Leisure Travel
- 89. Source: State ofthe American Traveler, Volume 13, July 2012 – Destination Analysts Inc. Find restaurant info 55% Check weather 52.3% Look at maps 42.9% Find hotel information 41.4% GPS-related app for directions 40% Find shopping information 34% Find attractions information 26.6% Mobile Use for Travel
- 90. Source: State ofthe American Traveler, Volume 13, July 2012 – Destination Analysts Inc. When did you use your mobile device for travel information? DURING a trip BEFORE a trip 78.5% 63% Mobile Use for Travel
- 91. May 2013 BlackBerry CEOsays tablets will be useless in five years In an interview with Bloomberg, CEO Thorsten Heins questions the value of tablets, pouring cold water on a PlayBook successor. Changing Consumers - Technology
- 92. Generation X, Y,Millennial…Everyone "What we're all striving for is authenticity, a spirit-to-spirit connection." -Oprah Winfrey Changing Consumers
- 93. Experience – DoWe Deliver?
- 94. Experience – DoWe Deliver? • Poland – Move your imagination – Come and find your story • Lithuania – See it! Feel it! Love it! • Austria – Arrive and revive • Morocco – The country that travels within you • Czech Republic – Stunningly different
- 95. Experience – DoWe Deliver? • Paraguay – You have to feel it! • Guyana – Experience, explore & enjoy • Costa Rica – No artificial ingredients • Bolivia – Awaits you. • Abu Dhabi – Travellers welcome • Ethiopia – The cradle of humankind • Turkey – Unlimited
- 96. Experience – DoWe Deliver?
- 122.
- 136. How are yourConsumer Changing? There are clues everywhere!
- 138. • The ButchartGardens • Royal BC Museum • Inner Harbour • West Coast Trail • Galloping Goose Trail • Beacon Hill Park • Parliament Buildings • Goldstream Provincial Park • Scenic Marine Route • IMAX Victoria • Race Rocks Ecological Reserve • Victoria Butterfly Gardens • Craigdarroch Castle • Victoria Bug Zoo • Fort Rodd Hill and Fisgard Lighthouse • #16 – Witty’s Lagoon Regional Park TripAdvisor’s Top 15 Things To Do
- 141. Marketing Now • Marketingis a listening job, not a telling one • People don’t buy your product, they buy your story • Revolutions don’t end; people decide where they go • Don’t listen to experts; listen to your consumers Remember that we are all travellers – do you remember how you look at new destinations?
- 163. The Story ofMatt
Editor's Notes
- #88 So of all this advertising, of all these sources of information what rings the most true for consumers?No surprise, it’s what people they know recommend!Then it’s what people they don’t know recommend through consumer opinions online.Then it’s what people they don’t know tell them through editorial content, branded websites, emails and then more traditional ad products.
- #89 Diving back into consumer behaviour as it
- #90 Travellers use their phones to gather all types of trip information the top seven being restaurants, weather, maps, hotel information a GPS-related app for directions, shopping and attractions
- #91 The use of cell phones for travel planning as doubled in the past three years. The importance of effective mobile marketing has never been greater and it is critical to all stages of travel planning. 79% use it for planning during a trip and 63% use it for planning before they leave for a trip.