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Market Focus: Travelers: These Prospects Are Going Places
Kendra Clayton
Sep 1, 2006
These Prospects Are Going Places
Ever thought of traveling to a wideer audience? Targeting a pool Seeing the sights from the perspectivepeersepctive of consumerscnsumers who are truly going places?
According to Shifts in U.S. Outbound Travel: A New Paradigm, a report by Tourism Economics, a division of Oxford Economics focused on translating economic analysis of tourism dynamics, 62 million U.S. travelerstravlelers spent $70 bmillion in destinations around the world in 2005 [REPLACE WITH STAT ON HOW MUCH THEY SPEEND PER TRIP]. The report estimates overseas travelers spend more than $1,800 per trip. With numbers like that, you can't afford not to tap into this on-the-go market. Considering this money is going into an experience-, rather than something tangiblepalpable-, that's a pretty hefty sum.
"Most people can justify spending thousands of dollars to buy a car," says Nichole Quiles, marketing director for Arthur Frommer's Budget Travel (BT) magazine. "You're going to drive in that car every day to work," she says, "but when it comes to travel, it's not something tangible. ... You're really making an investment in an experience."
It seems only right that you should want to find your way into the homes of these globe trotters.
Always Travel With a Group
TIn order to reach this potentially lucrative marketem, you have to know its various segmentswho they are. And finding out isn't such an easy task. Fred Onemma, director of list management at Belardi/Ostroy ALC, list manager of travel catalogs Magellan's and TravelSmithalso all the southern progress properties, they also focus on travel, coastal living, cottage kliving (etc.)
XXlists, says his travel files show travelers are upscale consumers ranging in age from 25 to 60, and ranging in household income anywhere from $50,000 to $250,000. That's quite a span. And within that span are many different types of consumers, including:.
Some key groups to keep your eye on:
1. Thrill Seekers. "Adventure travel seems to be much more of an interest now," says Roberta Beach, president of Beach List Direct, which manages 13 traveler files. Beach, who categorizes "adventure" as everything from parasailing to simple walking tours. Quiles agrees, saying BT readers enjoy site seeing, scuba diving - just about any activityies a given destination has to offer.
2. Seniors. "We have a big senior database," says Beach, who categorizes this segment as being age 55 and olderup. These mature travelers "have the money, the time, and they tend to be a really attractive market," she says. Karen Mayhew, executive vice presidentEVP of consumer management at Direct Media, list manager for BT, National Geographic Traveler, and World Wide Country Tours, agrees, saying there's a large market of "retirees who are snowbirds or are traveling abroad."
Ever thought of traveling to a wideer audience? Targeting a pool Seeing the sights from the perspectivepeersepctive of consumerscnsumers who are truly going places?
According to Shifts in U.S. Outbound Travel: A New Paradigm, a report by Tourism Economics, a division of Oxford Economics focused on translating economic analysis of tourism dynamics, 62 million U.S. travelerstravlelers spent $70 bmillion in destinations around the world in 2005 [REPLACE WITH STAT ON HOW MUCH THEY SPEEND PER TRIP]. The report estimates overseas travelers spend more than $1,800 per trip. With numbers like that, you can't afford not to tap into this on-the-go market. Considering this money is going into an experience-, rather than something tangiblepalpable-, that's a pretty hefty sum.
"Most people can justify spending thousands of dollars to buy a car," says Nichole Quiles, marketing director for Arthur Frommer's Budget Travel (BT) magazine. "You're going to drive in that car every day to work," she says, "but when it comes to travel, it's not something tangible. ... You're really making an investment in an experience."
It seems only right that you should want to find your way into the homes of these globe trotters.
Always Travel With a Group
TIn order to reach this potentially lucrative marketem, you have to know its various segmentswho they are. And finding out isn't such an easy task. Fred Onemma, director of list management at Belardi/Ostroy ALC, list manager of travel catalogs Magellan's and TravelSmithalso all the southern progress properties, they also focus on travel, coastal living, cottage kliving (etc.)
XXlists, says his travel files show travelers are upscale consumers ranging in age from 25 to 60, and ranging in household income anywhere from $50,000 to $250,000. That's quite a span. And within that span are many different types of consumers, including:.
Some key groups to keep your eye on:
1. Thrill Seekers. "Adventure travel seems to be much more of an interest now," says Roberta Beach, president of Beach List Direct, which manages 13 traveler files. Beach, who categorizes "adventure" as everything from parasailing to simple walking tours. Quiles agrees, saying BT readers enjoy site seeing, scuba diving - just about any activityies a given destination has to offer.
2. Seniors. "We have a big senior database," says Beach, who categorizes this segment as being age 55 and olderup. These mature travelers "have the money, the time, and they tend to be a really attractive market," she says. Karen Mayhew, executive vice presidentEVP of consumer management at Direct Media, list manager for BT, National Geographic Traveler, and World Wide Country Tours, agrees, saying there's a large market of "retirees who are snowbirds or are traveling abroad."
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