September 2007Paige Schneider

How To Reach Adventurers and Ecotourists with Targeted Marketing

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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

Galapagos Islands/ photo: Conservation International

• Global tourist arrivals are up 6% from 2006

• Spending outpaces volume: travelers are spending more

• Families travel more together; women influence 88% -92% of travel decisions

• Travelers choose trips based on: destination, duration, trip departure date and personal schedules

• Internet use for research and booking continues to increase

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Market Segmentation Strategies and Defining Target Markets

• Analyze existing customer base according to demographics and psychographics

• Identify strongest customer groups and groups where you have the most opportunity: For example, strong boomer representation but not many families?

• 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

• Tailor marketing messages to appeal to audience interests and concerns

• For example, families are concerned with safety and variety

• Women are interested in exploration, freedom, empowerment, safety

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Thank you!