How To Reach Adventurers and Ecotourists with Targeted Marketing
Paige Schneider
September 2007
Agenda Today I’ll share my thoughts on how targeted marketing can help your business reach adventure and eco-tourists. • Adventure Industry Travel Trends • Market Segmentation Strategies and Defining Target Markets • Supplement Anecdotal Experience with Market Research • Reach Your Target Adventure Travelers
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Adventure Industry Travel Trends •
Global tourist arrivals are up 6% from 2006
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Spending outpaces volume: travelers are spending more
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Families travel more together; women influence 88% 92% of travel decisions
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Travelers choose trips based on: destination, duration, trip departure date and personal schedules
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Internet use for research and booking continues to increase
Galapagos Islands/ photo: Conservation International2
Market Segmentation Strategies and Defining Target Markets •
Analyze existing customer base according to demographics and psychographics
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Identify strongest customer groups and groups where you have the most opportunity: For example, strong boomer representation but not many families?
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Define specific goals for under-represented market segments (I.e. families) - “Increase family travel by 25% in 2008.”
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Supplement Anecdotal Experience with Market Research Focus groups and surveys in key geographic markets can validate your perceptions, enhance your understanding of target customer preferences and attitudes
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Reach Your Target Adventure Traveler Market •
Leverage niche-audience websites for advertising and p.r. efforts
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Tailor marketing messages to appeal to audience interests and concerns
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For example, families are concerned with safety and variety
• Women are interested in exploration, freedom, empowerment, safety 5
Thank you!
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