Tourism Marketing, Branding & Intelligence
The fact is that there is an oversupply of tourist destinations, and reality is that "A Beach is a Beach" . There are tens of thousands of beaches, shopping malls, and vacation resorts offering similar features all built on a similar theme that was successful at some point in time. Orlando is a clear example of copying, then saturating a profitable theme.
Travelers become tired with the same old brand, and look for updating, or a complete change. Today of course they look for cost, and a beach in one resort if cheaper than a beach in another becomes the destination of choice. If the Outlet Malls, dining choices, and attractions look the same, or nearly the same, then price and convenience becomes the yardstick. Eager young PR assistants may believe that visitors just love to come to their resort, but in fact Brand Loyalty can be stretched too far, especially when it becomes too expensive, or congested. The older the visitor, the less they accept congestion, and poor service.
This is where travel media fails the industry. They provide gushing praise on destinations, especially those which advertise with them. Few look at the underlying trend, and raise concerns. PR and Marketing Departments commission surveys, and like to hear they are doing a splendid job, and their marketing plan is a masterpiece of insight and foresight. They can always jump ship just before it sinks.
Tourism Intelligence is essential to monitoring trends and perceptions, as well as historical numbers. Just knowing how many visitors you had two years ago will not calculate the effects of a new resort opening, new fuel charges, or new political forces at work.
Some Tourism Reading
US Travel Industry Facts
- Travel and Tourism is a $1.3 trillion industry in the United States
- Travel and Tourism generates $100 billion in tax revenue for local, state, and federal governments
- Each U.S. household would pay $898 more in taxes without the tax revenue generated by the Travel and Tourism Industry
- The Travel and Tourism industry is one of the country's largest employers with 7.3 million direct travel-generated jobs
- There is $162 billion direct travel-generated payroll and that one out of every eight U.S. non-farm jobs is directly and indirectly created by travel and tourism.
- International travelers spent $94 billion in the U.S. in 2004
- Shopping is the most popular domestic trip activity, and is included in 30 percent of all domestic trips. In total, that's 342 million trips with shopping sprees.
- Approximately 2.6 million hotels rooms are sold everyday in the United States.
- 80 percent of adult travelers (over 118 million people) have included an historic or cultural activity while traveling.
- Spending by resident and international travelers in the U.S. averaged $1.6 billion a day, $68 million an hour, $1.1 million a minute, and $19,000 a second.
- The travel and tourism industry is one of America's largest service exports with $94 billion spent by international visitors in the U.S. and 88 billion spent outside the U.S. by domestic travelers creates $6 billion in balance of trade surplus for the U.S.
- Americans plan to take 328 million leisure trips during June, July, and August—up 2.3 percent over summer 2004
- Just a 1 percent increase in U.S. worldwide market share would equal a 7.6 million increase in visitors, a $12.3 billion increase in expenditures, 151,000 new jobs, a $3.3 billion increase in payroll, and $2.1 billion more in federal, state and local tax revenue
source: Travel Industry Association of America
LTN has been taking careful note of the Baby Boomers about to retire and how that will affect the Leisure industry:
- 76,900,000 - The estimated number of baby boomers in the U.S.
- 26.8% -The nation's population made up of baby boomers
- 51% -The boomers who are women
- 16.9% - The boomers who are minorities
- 32,000,000 - The number of boomers who already are age 50 or older
- 20% - The population that boomers will make up in 25 years, when they will be ages 66 to 84
- $45,654 - Average annual spending by boomer households
- 7.3% - The poverty rate for boomers in 2000, lower than for any other segment of the population
- 9 - Number of states (California, Florida, Illinois, Michigan, New Jersey, New York, Ohio, Pennsylvania and Texas) where more than half of all boomers live
- 14.2% - The divorce rate for boomers
- 6.7% - The divorce rate for the pre-boomer generation, those 65 and older
- 12.6% - The boomers who have never married
- 3.9% - Those 65 and over who have never married
- 59% - Boomers who voted in the 2000 presidential election
- 88.8% - Boomers who completed high school
- 28.5% - Boomers who have a bachelor's degree or higher
Source: MetLife Mature Market Institute
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