Internet Marketing Rob Purdie Northamptonshire Tourism Forum October 2009
Rob Gialloreto, Tourism Educators Conference
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The Changing Consumer: Adjusting Focus to Meet the Needs of the New Traveller Rob Gialloreto President & CEO
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Rob Gilal
Transcript of Rob Gialloreto, Tourism Educators Conference
The Changing Consumer: Adjusting Focus to Meet the Needs of the New Traveller
Rob GialloretoPresident & CEO
• Rejuvenate: There is 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
• 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 beenlearned has been forgotten.”
- B. F. Skinner
Tourism Educators
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
Give you upLet you downRun around and desert youMake you crySay goodbyeTell a lie and hurt your
Things Rick Astley Would Never Do
My Life Story
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I’ve lived in a few different cities…
I’ve gone to a few schools…
I’ve had a few different jobs…
Financial CollectionAgencies International
Hartford WhalersHockey Club
I do have a personal life…
Changing Consumers
Changing Consumers – Boomers
• Definition– Leading Edge: 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
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…
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
Boomers are NOT all the Same
What are these people doing?
Changing Consumers - Technology
Source: Nielsen’s, Global Trust 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
• 41.3% Mobile phone• 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
Source: State of the 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 information26.6%
Mobile Use for Travel
Source: State of the 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
May 2013
BlackBerry CEO says 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
Generation X, Y, Millennial…Everyone
"What we're all striving for is authenticity, a spirit-to-spirit connection."
-Oprah Winfrey
Changing Consumers
Experience – Do We 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
Experience – Do We 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
What’s Missing?
How are your Consumer Changing?
There are clues everywhere!
• The Butchart Gardens• 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
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Marketing Now
• Marketing is 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 rememberhow you look at new destinations?
The Story of Matt
