Packaging & Itineraries: Trend Of The Future
1. Growth! While business travel is slightly down, leisure tourism is on a good
growth track, and so therefore is packaging for both groups and consumers.
Significant growth is predicted for packages for families, singles, and many niche
2. More competition. More choices for consumers. More “deal” searching.
Less repeat visitors. Destinations, attractions, hotels…..everyone is on the
packaging bandwagon because it works. This means more competition. Plus,
consumers have never had the diversity of choices they have today. This
competition has created a “mercenary” visitor who is constantly looking for new
vacation options and better deals.
3. “Been there, done that…..give me something new and different.” As
competition increases, the market place will desire more unique product
3. Quality or else. Higher expectations for quality (product and service) are now
the norm, and this trend will continue.
4. Preference for natural beauty (beaches, mountains, cruises)…..but with a
twist…..something educational or activity-based. Again, something new and
different. People want “bragging rights” about what they did on their vacation.
5. Safety continues to be a top priority. Increasingly, consumers are concerned
about personal safety. Too many horror stories. We vacation to get away from
worries – not to find them.
7. Increase in off-season travel. Vacations are becoming shorter and more
frequent to match the lifestyle of today’s busy consumer. Also, people have
grown weary of crowded attractions and highways. Off-season travel is growing
rapidly, with consumers looking for vacation deals and packages on a year-round
Randall Travel Marketing, Inc.
116 Malibu Road • Mooresville, North Carolina 28117
Phone 704-799-6512 • Fax 704-799-6514 • Email email@example.com • www.rtmnet.com
How To Develop A Package
1. Choose a target market for growth. First, determine which target market(s) will
most likely provide you with the best growth and profit potentials…and go after it!
2. More emphasis on perfectly matching a package to an audience – demand
for quality. With more competition come greater demands for quality and
perfection in service. No mistakes, no hassles, make it wonderful, easy, fun, and
priced right or the customer will take their business elsewhere.
3. Determine the key components of your package. This includes overnight
lodging, attractions, food service, shopping, and perhaps transportation. The
“deal” must be worked out among these amenities and priced.
4. Facilitate and “make it easy” or lose. Even without a formal “package” the
travel and tourism marketer of the future must learn to facilitate the visitor…make
it easy to say “yes.”
5. Target Your Message To Your Market and “Hook” them! This requires more
sophistication in marketing efforts. Once you design the perfect product for a
target group, getting the message out will require you to plan carefully for
message delivery. First look at exactly what message needs to be conveyed.
Second, determine exactly the market segment you are targeting. Third, look at
how to best deliver the message. Think about ROI (return on investment). And,
think “outside of the box” for unique marketing ideas. Actively seek marketing
partners. Be sure to label your package with a “hook” that will win interest.
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and can not be duplicated without expressed prior permission.