trends of leisure marketing
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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 them?
✤ What is the future of travel?
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-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
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
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
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
** 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
✤ Strong Message
✤ Authenticity
✤ Unique
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
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% 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.
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 them?
What do you think is the future of travel?
Create the story.
Your peers will critique.
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 the traveler
✤ Resist comfort zones
✤ Engage in convos on Social Media
✤ Offer surveys for travelers
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
Thank Y’all!
Melissa Yao Hille
912.373.8998
!
Melissa Yao Hille
@melissayaohille
Melissa.Yao.Hille MyAgencySavannah
@myagencysav
Trends of Leisure Marketing A Look at the Future for the Leisure Traveler
TTIA Travel & Tourism College