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 markets. 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. “Been there, done that…..give me something new and different.” As competition increases, the market place will desire more unique product offerings. Quality or else. Higher expectations for quality (product and service) are now the norm, and this trend will continue. 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. 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. 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 basis.
2.
3.
3.
4.
5.
7.
Randall Travel Marketing, Inc. 116 Malibu Road • Mooresville, North Carolina 28117 Phone 704-799-6512 • Fax 704-799-6514 • Email info@rtmnet.com • www.rtmnet.com
2
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. 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.”
4.
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.
Notice: This handout is the exclusive property of Randall Travel Marketing, Inc. and can not be duplicated without expressed prior permission.