Trends of Leisure Marketing

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

[email protected]

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