Marketing To Leisure Travelers (1st Part)
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Transcript of Marketing To Leisure Travelers (1st Part)
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Marketing to Leisure
TravelersPrepared by: David Harvey Cadabos
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Definition• Although many hoteliers derive
much of their business from the business traveler market
• They can increase revenues by attracting leisure traveler
• As well leisure travelers differ from business travelers in several ways
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Difference of Business Traveler to Leisure
Travelers• First Leisure Travelers is seasonal
not year round like business travelers
• Second the bookings of leisure travelers change less often than those of business travelers
• Third leisure travelers tend to look for packages and discounts to make the most of their vacation expenditures.
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Two Segments of Leisure Traveler
• Individual Leisure Travelers• Group Leisure Travelers
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Individual Leisure Travelers
• Individual Leisure Travelers –Non business guests who are traveling
independently rather than with a group on a pre-arranged tour• Families• Seniors• Baby Boomers• Generation X
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Families• Families especially those with
children are generally cost conscious• Married couples without children
are also cost conscious, but they tend to place more emphasis on quality
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Meeting the Needs of Family Travelers
• They often prefer resorts or properties that are near a number of attractions.
• Properties seeking to appeal to families can offer special rates
• Low-cost recreational amenities • Kitchenettes• Other conveniences attractive to families
include ice and soft-drink machines, parking close to the guestroom and laundry facilities
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Special Services• Special services can make a difference
in a family’s decision to visit or return to a property.– Weekend packages– Theme Weekend packages– Sports Weekend packages– Shopping packages– Escape Weekend packages– Advance-purchase discounts– All-inclusive pricing
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• Finding Family Travelers– Generally more difficult to obtain the names of
individual leisure travel prospects than it is to find group leisure travelers
– But families can be contacted through lists of names from mailing list brokers
• Reaching Family Travelers– Family Travelers can be reached through
• Direct mail• Advertising in newspapers• Magazines• Travel guides• Collateral materials• Radio and television advertising• Public relation efforts
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Seniors• This group currently takes more
than 163 million trips a year • Its impact on hospitality revenues
should become even more significantin the coming years
• Ages between 50-65 is almost $30,000 nearly 20% higher than the national average
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Four Segments by Age• Pre-retirement group– Consists of working adults ages 50-65– They can afford longer vacations and
demand excellent service and amenities.
• Young-old– Between 65-75 years of age– Generally in need health and like to travel– Although some have limited discretionary
income – Look the value as well as service
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Four Segments by Age• Old-Old– Between 75-85 years of age– A high percentage and single women, and a
large number suffer from disabilities– Properties focus on security and special
accommodations to attract the group
• 85-plus– Small portion of the population– Added bonus whether they are purchasing
hotel rooms, meals, or tours seniors can be extremely loyal
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Meeting the Needs of Seniors
• Many older travelers are value conscious, but they also insist on quality and service
• Clean, comfortable rooms and public areas are important to them
• These travelers prefer rooms with two beds and look for well-lit public rooms for conversation and card playing.
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• Finding Seniors– It is difficult to solicit individual seniors– You can reach seniors through mailing
list brokers, membership lists o f senior citizens’ organizations, referrals, direct-mail questionaires
• Reaching Seniors– Besides in-house promotions– You might consider promoting to
seniors through religious groups and private associations such as local community.
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Baby Boomers• Consists of the 77 million people born in US
between 1946-1964• The baby boomer generation is wealthier,
healthier, and expected to enjoy core years of retirement
• Baby boomers are especially interested in “adventure travel”– Houseboating, white-water rafting, vacationing
at archeological digs
• They look for unusual activities or sites where few other tourists go.
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• Boomers also interested in eating healithier
• Baby boomers generally have little time for television and rarely read the entire newspaper.
• A combination of radio spots and outdoor advertising is usually the best approach to reach this group
• Ads should stress value, quality and the unique experience your property offers