Download What Targeting Younger Travelers

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Download What?! Targeting Younger Travelers

• Blake Hutchison
• Director of Business Development
• Lonely Planet, Americas
• Erik Hastings
• WABC New York Destination Host
• CEO, Scripted Improv Media Inc.
• Paolo Boni
• President CEO
• VFM Interactive Inc.

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Why Target them?

• Spend is more likely to benefit the local people,
  their purchases are more often locally produced
• Young people tend to be more adventurous about
  exploring new places and attractions
• Looking for a mixture of exploration and
  excitement
• Relatively longer trips or more frequent shorter
  trips
• These are experience-hungry people and they are
  resilient!
• But be careful! They are heterogeneous, with
  different motivations, attitudes, activities and
  understandings of their own styles of travel.

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What is their make-up?

• For Us they are innovators
• 42 are 25-34 y.o.
• 30 are 18-24 y.o.
• Hedonistic market who use consumption to express
  their identity
• Actually they are decision makers influencers
  (We would argue.)
• Crave access to information to make informed
  decisions Freedom to live life their way!

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The My Media Generation
Youth around the globe are engaging with media in
new, deeper, and more passionate ways
Socialization!

• Community
• Self-Expression
• Personalization
• Channels of influence music, internet, travel
• 33 of Americans aged 13-24 agree they have
  friends in different cities or countries because
  of the internet!

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Their Lifestyle Pillars
Define success as a balanced lifestyle, hence
spend money to enhance their lifestyle via
pillars.

• Sport
• Music
• Fashion
• Entertainment
• Travel

Did you know 75 of 18-24 y.o. said they travel
just to go traveling
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In the Travel space

• 33 of online travelers (TIA)
• 35 of online travel bookers
• 36 of leisure online travel planners
• 79 of them use Internet for travel planning
• Spend avg. of 1,321 per leisure trip (almost
  same as 35-54 yr. olds and 200 less than 55)

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How to reach the young traveler

• Fish where the fish are (online)
• Social Networking
• Travel Blogs
• Instant Messaging
• Video Websites
• Podcasting
• Real Simple Syndication (RSS)
• Supplier Websites
• Online Travel Agencies (OTAs)
• Destination Content Websites

www.wabcradio.com
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Social Networking
www.wabcradio.com
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Travel Blogs

• TravelPod.com
• TravelPost.com-
• TravelBlogs.com

www.wabcradio.com
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www.wabcradio.com
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Instant Messaging
HappyTraveler 0516 Where is a good place for
Mexican Food in Denver? Denver CVB Just go to
www.visitdenver.com/restaurants. Enjoy
dinner!

• Yahoo!, AOL, and MSN all have Instant
• Messenger products

www.wabcradio.com
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Video Websites Search Engines

• YouTube viewers are watching more than 100
  million videos per day
• Snack-size videos typically 2 minutes
• YouTube and MySpace have a larger share of video
  market than Yahoo, MSN, Google, and AOL combined

www.wabcradio.com
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Podcasting

• iTunes.com
• TalkShoe.com
• Yahoo.com
• Podcast.net

www.wabcradio.com
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www.wabcradio.com
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Other

• Travel Suppliers
• Online Travel Agencies
• Destination Marketing Organizations

www.wabcradio.com
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Bait (Content)

• Compelling Content
• Content Attributes
• Real
• Objective
• Brief
• Relevant
• Funny

www.wabcradio.com
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End-game

• Capture the attention of young travelers using
  the web to explore destinations and plan their
  trips
• Build on the emotion of the travel experience,
  causing consumers to buy the destination
• Inspire consumers to stay longer, do more
  activities and spend more money

www.wabcradio.com
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Things to keep in mind

• Its about driving consumers back to dmo.com and
  driving them to visit your destination
• Avg. of 55 of visitors to destination website
  visit the destination
• 20 Decided to Visit after Web site
• Source USDM.net Majority Opinion Research
  2005 Survey
• Web 2.0 is about content - Content is KING
  Provide content that is
• Rich Deep
• Interactive
• Engaging
• Educational
• Contextual/Targeted/Personalized
• Entertaining
• Experiential
• Actionable

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Examples of Web 2.0 In Destination Websites
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RSS, Blogs, Webcams, User Generated Video and
Content
visitPA.com
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Videos Blogs
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RSS
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Share Your Travel Stories, Videos, Pictures
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Bloggers
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Blog with Links back to VisitPA.com
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Driving consumers back to
VisitPA.com
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Miami CVB Blogs, Webcams
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Miami Blog
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Miami Webcam
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Washington State Web 2.0 Beta Site
Flickr-Linked PhotoBlog
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Chicago Millennium Podcast Audio Tour
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Lonely Planets examples

• Mercedes Freedom from Work www.freedomfromwork
  .com.au
• LonelyPlanet.com www.lonelyplanet.com/podcasts/a
  rchive.cfm
• Optus City Itinerary Planner CD-Rom
• Sony PSP The new travel planning device
• Cathay Pacific All Asia Pass http//www.cathay-u
  sa.com
• LonelyPlanets MySpace - http//www.myspace.com/lo
  nelyplanetusa
• Nokia City Picks Mobile Applications

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Download What?! Targeting Younger Travelers

• Blake Hutchison
• Director of Business Development
• Lonely Planet, Americas
• Erik Hastings
• WABC New York Destination Host
• CEO, Scripted Improv Media Inc.
• Paolo Boni
• President CEO
• VFM Interactive Inc.