旅行和消费者趋向.pptVIP

Travel and Consumer Trends Ohio Travel Association Fall Conference October 2004 Overview Key Travel Trends Yankelovich Leisure Travel Monitor Travel Industry Association of America Key Consumer Trends Psychographics - Iconoculture: the future ain’t what it used to be Yankelovich – Rocking the Ages (Generational Marketing) Yankelovich Leisure Travel Monitor 2004 Brand Charisma The 2004 Monitor focuses on building “Brand Charisma.” The report discusses that consumer are disenchanted with the marketplace and business as usual. Customers must be resold on the marketplace in general and with the specific brand. Brand Charisma Brand Charisma is “the ability of a brand to inspire and attract consumers with such passion that they aggressively seek the brand out.” Brand Charisma For a brand to have charisma it must: Embody a compelling sense of leadership – through integrity, authenticity and a tangible vision of the future Display momentum, imagination and élan Be a lightening rods for a positive emotion Care about consumers more than they care about themselves Recognize when the consumer’s mindset or lifestyle changes and immediately lets the consumer know it knows Marketing Trends Reselling a consumer requires: Letting go of conventional assumptions of what ill motivate and satisfy consumers because these assumptions are now in danger of being worse than unhelpful if they speak to a consumer mindset that no longer exists. ? Starting from the premise that consumers will actively resist standard marketing efforts. Marketing Trends Acknowledging that many elements of value have either become a cost of entry or have lost their power because they have become commonplace. ? Identifying emerging, relevant payoffs that will offer consumers a sense that what they do and what they buy – and how they buy it – adds meaning and satisfaction to their lives. Trip Experiences Attributes Considered Extremely/Very Desirable 2003 % 2004 % Experimentation/Fantasy/Ambi