旅行和消费者趋向(1).pptxVIP

Travel and Consumer TrendsOhio Travel Association Fall ConferenceOctober 2004OverviewKey Travel TrendsYankelovich Leisure Travel MonitorTravel Industry Association of AmericaKey Consumer TrendsPsychographics - Iconoculture: the future ain’t what it used to beYankelovich – Rocking the Ages (Generational Marketing)Yankelovich Leisure Travel Monitor 2004Brand CharismaThe 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 CharismaBrand Charisma is “the ability of a brand to inspire and attract consumers with such passion that they aggressively seek the brand out.”Brand CharismaFor a brand to have charisma it must:Embody a compelling sense of leadership – through integrity, authenticity and a tangible vision of the futureDisplay momentum, imagination and élanBe a lightening rods for a positive emotionCare about consumers more than they care about themselvesRecognize when the consumer’s mindset or lifestyle changes and immediately lets the consumer know it knowsMarketing TrendsReselling 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 TrendsAcknowledging 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 ExperiencesAttributes Considered Extremely/Very Desirable2003 % 2004 %Experimentation/Fantasy/AmbianceBeautiful Scenery 84 86A place I have never v