tribes, trends and business tourism
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Rick TaylorTRANSCRIPT
TRIBES, TRENDS and BUSINESS TRIBES, TRENDS and BUSINESS TOURISM TOURISM
TRIBES, TRENDS and BUSINESS TRIBES, TRENDS and BUSINESS TOURISM TOURISM
Rick TaylorRick TaylorRick TaylorRick Taylor
EIAT September 2009
TRIBESTRIBESTRIBESTRIBES
TribesTribes
Tourism marketing today is about defining TRIBESTRIBES …
TribesTribes
Features“What it is”
Benefits“What it does”
Experience“What you feel”
Identification“Who you are”
1900 1925 1950 2000
TribesTribes
Boomers retiring, Gen X entering midlife, Gen Y entering work(UK Population 1925 – 2007)
Man on
the Moon
Fall of
1946 1967 1985 2003 … Future …. Gen Z
Great
Depression
WW2
Economic
Boom
Fall of
Communism
Economic
Boom
9/11
Financial
Crisis
TribesTribes
Generation X Generation X 1965 1965 -- 19761976
Global Executives / Cosmopolitan CommutersGlobal Executives / Cosmopolitan Commuters
� Senior Executives – short/long-haul travel on business
� Superior flexibility – late bookings / last minute changes
� Personalised premium journey packages
� Growing numbers people living / working in different regions
TribesTribes
Generation Y Generation Y -- MillennialsMillennials 1977 1977 -- 19971997
� Information savvy – global networks
� High expectations
� Internet / Apple iPhone
� All about experience, lifestyle, personalisation
TribesTribes
Generation Z Generation Z 1998 1998 --
� A smaller World
� Half the world under 25 years (4 billion)
� 2 billion (25%) over 60 years
Different Activities … Different Tribes Different Activities … Different Tribes
People join different tribes for different activities …
Reading
Driving
TribesTribes
Driving Banking
Travel
Sports Computing
TribesTribes
The Online RevolutionThe Online Revolution
• Global online travel retail sector … $125 Billion!
• Tourism websites … 11 seconds … to capture customer
• 1 Billion searches every day
Travelmole 2008
TribesTribes
Social Media / Blogging …Social Media / Blogging …
Second largest search engine!60% market share100+ million videos
TribesTribes
Social Media / Blogging …Social Media / Blogging …
250+ Million active users250+ Million active users
TribesTribes
New YorkNew York
Pod Culture: social network for guests before they arrive
Since implementing 2 years ago, customer retention at all time high, revenue up 400%
TribesTribes
Hello,
My Father and I will visit New York in September.
We come from Spain, but I live in the States. It will be
our first visit to New York.
We are looking forward to meeting people in the city.11th – 21st Sept 2009
We are looking forward to meeting people in the city.
See you, Lorena
Hello!
My name is Bea and I'm staying at the Pod from September 11th
till September 21st.
It's gonna be my first time in NYC and would like to meet some
people to have drinks or hear some jazz in the West village.
I am a 30 years old female. My e-mail is [email protected]
Hope to hear from you :) Have a nice trip, Bea.
TRENDSTRENDSTRENDSTRENDS
TrendsTrends
Towards 2020 Towards 2020 –– The Big PictureThe Big Picture
• Surplus society
Friction free commerce
Continuous commoditisation
Technology
Competition for loyalty
• Society time deficient
• Shrinking world, distance is dead
TrendsTrends
• Consumer democracy• Consumer democracy
TrendsTrends
New virus is ... choiceNew virus is ... choice
• More … freedom
• More … international travel• More … international travel
• More … access to the internet
• More … destination offerings
TrendsTrends
The Three ‘E’sThe Three ‘E’s
Ethical Consumers …Ethical Consumers …
TrendsTrends
• Growth of volunteerism
TrendsTrends
• Human rights
TrendsTrends
• The struggle for beliefs
TrendsTrends
• Bottled water
TrendsTrends
The Three ‘E’sThe Three ‘E’s
Eco-consumers … Eco-consumers …
TrendsTrends
• Artificial trees may save the world
TrendsTrends
• Hotels …
TrendsTrends
The Three ‘E’sThe Three ‘E’s
Experience Economy ...Experience Economy ...
BUSINESS TOURISMBUSINESS TOURISMBUSINESS TOURISMBUSINESS TOURISM
Business Tourism … Leads the WayBusiness Tourism … Leads the Way
“ Tourism is forecast to resume its leading role in driving global growth … creating jobs and alleviating poverty.
Business TourismBusiness Tourism
creating jobs and alleviating poverty.
Business Tourism is one of the most lucrative components of the global tourism industry.”
WTTC 2009
Economic ValueEconomic Value
Business TourismBusiness Tourism
2019 5.575
1.376
US$ bn. Business
• Business = Major source of tourism incomeWTTC 2009
0 2 4 6
2009 2.99
0.745
US$ bn. Business
US$ bn. Leisure
Economic ValueEconomic Value
• Since 2000 - 53% growth in business travel
Business TourismBusiness Tourism
• Real growth 3.6% p.a. - 2009 to 2018
• Conference / Incentive travel to grow at fastest rate
• Revenues estimated to account for 45% of total tourism income by 2019
Business TourismBusiness Tourism
Tribes ... Tribes ...
International / National Meetings
Incentives Corporate Trade Non EventsIncentives Corporate Trade
Shows /Exhibitions
Non Corporate
Non Non GovernmentGovernment
GovernmentGovernment
AssociationAssociation
Events
Business TourismBusiness Tourism
Perspectives … DestinationsPerspectives … Destinations
Issue contributing to successful event % respondents
1. Attractive destination 70%
Mood of the Market: EIBTM (Dec 2008)
1. Attractive destination 70%
2. Ease of access / travel 57%
3. Quality of the venue 55%
Business TourismBusiness Tourism
Perspectives … VenuesPerspectives … Venues
Factors influencing venue selection % respondents
1. Location 83%
Mood of the Market: EIBTM (Dec 2008)
1. Location 83%
2. Price / value for money 78%
3. Quality of service 51%
TribesTribes
• Frustrated customer service
• Year trying for compensation• Year trying for compensation
• Unique learning opportunity
TribesTribes
You Tube 5.5 million hits
CNN feature
“ It takes 20 years to build a reputation, and 5 minutes to ruin it. If you think about that,
you will do things differently. ”
Warren Buffet
Business TourismBusiness Tourism
Life in the third millennium ….
Fast, Urban, Tribal, Universal, Radical, Ethical
www.thebusinesstourismcompany.com
Destination Marketing, Management andDevelopment Consultants