BOHAN In The News
Four trends in affluent travel and how they can boost your bottom line in 2012
Consumer travel predictions have certainly mimicked the proverbial roller coaster over the past four years, with recessionary panic, high gas prices, unemployment fears and both natural and man-made disasters all taking their toll on the spending confidence of the typical American traveler. But, throughout all of those changes, segments of the affluent, or “luxury” market, have remained a little more stable.
In fact, Unity Marketing’s latest report, “Luxury Consumers and Their Luxury Travel Plans 2012,” shows that over 40% of affluent travelers will travel more in the coming year than in 2011. That’s good news for marketers like you, but in my opinion, marketing to this audience in 2012 will require an integrated approach that encompasses a variety of tools - both old and new. Here are four trends I believe can impact the affluent traveler segment in 2012. Some may even surprise you…
1] Discounts can work for this segment
A popular mistake many affluent marketers make is assuming that discounts or promotional offers are detrimental to the brand. On the contrary, based on what our agency has experienced over the last five years for both resorts and affluent travel destinations, affluent consumers are even more likely to seek out such offers, and they enjoy the feeling of getting a great deal on travel.
2] Provide new, and different, value
The key is all about showing travelers a unique experience as part of the overall value you provide. They’re seeking new, different and memorable experiences - and the more you show how you can fulfill those travel desires, the more chance you’ll have of winning them over from your competition.
3] Differentiate and target appropriately
When it comes to communicating the unique experience only you can provide, the channels used should be specific to your particular type of affluent customer. It’s vital to not only differentiate your specific prospects from the broader “affluent” target, but to also understand the intricacies of their decision-making processes.
4] Turn trends into tools
There is a vast arsenal of new tools that can help you not only communicate your value to new visitors, but also build loyalty by rewarding your current brand ambassadors. In our agency experience over the last several years, it’s become clear that mobile ads, location-based marketing and application (app) development aren’t just a trend, they’re tools that are here to stay that can help set travel marketers apart.
At BOHAN, we not only have experience in helping brands identify and communicate the unique experiences that can grow their business, but expertise in tourism and hospitality that is rivaled by few in the nation. If you think your marketing efforts need some refining and just want some free advice, give us a call or shoot us an email. You might be surprised by how we can help.
With over 18 years in travel destination marketing experience, Brian is considered one of the most knowledgeable agency strategists in the industry.
Shoot Brian an email at: briang@bohanideas.com
BOHAN Wins Two Emmy Awards for Shoney's Spot, Campaign read more
03/19/12
Four trends in affluent travel and how they can boost your bottom line in 2012 read more
01/26/12
Shoney’s Promotion Pleases America’s Sweet Tooth read more
01/18/12
BOHAN Exec Named to National Advertising Association Committee read more
01/04/12
BOHAN Pitches In To Help Second Harvest Food Bank read more
12/15/11
TIME Tags Pigeon Forge Among ‘9 Most Christmassy Towns in America’ read more
12/14/11
BOHAN Earns Four Emmy Award Nominations for Shoney’s, Cenwood Kitchens read more
12/09/11
UT Advertising Major from Chattanooga Wins BOHAN Scholarship read more
10/19/11
BOHAN To Share CP+B's Jeff Graham with Nashville Creative Community read more
09/09/11
BOHAN Wraps Up Second Successful Pigeon Forge Vacation Advocacy Promotion read more
08/18/11
