1. Trends of Leisure Marketing
A Look at the Future for the Leisure Traveler
TTIA Travel & Tourism College
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. What is Leisure Travel?
✤ Getaway
✤ Indulgence
✤ Fun
✤ Exciting
✤ Pampering
✤ Fresh
✤ Comforting
✤ A Break
10. 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
14. 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
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18. 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
24. How to Succeed in Leisure Marketing
✤ Reputation of Attraction/Destination/Town
✤ Make a Connection
✤ Evoke Emotion
✤ Strong Message
✤ Authenticity
✤ Unique
25. 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
27. 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.
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35. Westin Marketing Strategy
✤ ‘The Element of Well-Being’
✤ New Balance product rentals
✤ Programs like 5 mile runs
39. 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.
46. 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
47. 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
48. Thank Y’all!
Melissa Yao Hille
Melissa@MyAgencySavannah.com
912.373.8998
!
Melissa Yao Hille
@melissayaohille
Melissa.Yao.Hille MyAgencySavannah
@myagencysav
49. Trends of Leisure Marketing
A Look at the Future for the Leisure Traveler
TTIA Travel & Tourism College
