When you think of the future, especially when it comes to your travel business, does it scare you, or do you get excited?
You can think about how there will be at least a billion more people in the world but 2030, with 20% of those traveling (that’s about 1.4 billion or so) and most of their standards of living on the upswing. While this might sound like a goldmine of opportunity, you have to think about why you are making certain marketing decisions in the right economic and target marketing context. A Tnooz article by Scott Alvis, the chief marketing office for Amadeus North America, details some of the areas you’ll want to consider as you plan your travel marketing for the next decade-plus.
Demographics, as you know it, have changed
Rather than think about age, gender, ethnic group and socio-economic status – the hallmarks of yesteryear’s demography – look at travelers’ motivations and behaviors instead. This is a way to personalize your travel offerings that transcend certain population groups. The lines of demography will become more blurred as the older baby boomer and gen Xers will want to embark on more active vacations, just as millennials do.
Populations have shifted, too
More affluence from emerging nations and large populations, particularly China and India but a host of others, will come more into play with travel marketing. Determining what they are looking for most in a travel experience remains to be seen. But marketers will certainly need to pay attention to this new group of travelers, with their preferred destinations, transportation and amenities.
Power plays and cultural interactions factor in
Again, emerging countries will have a much more significant travel market segment in this next decade and a half. The number of travelers in Asia, Africa and Latin America will increase more than those from North America and Europe, and China will likely have the world’s largest economy. Cultural intermingling and melding also becomes a consideration. Travel companies will need to take these changes identity and location into consideration when developing marketing strategies. Reigning above it all is technology, which makes everything move that much more quickly.
Alvis reports that his company, Amadeus, has coordinated a study that encourages marketers to think more about psychographics instead of demographics in their campaigns. He outlines six groups, or “tribes,” that can place tomorrow’s traveling customers into understandable behavioral frameworks and enable more success with marketing. I’ll look more at these segments in a couple of weeks.
Is your company starting to think more about targeting emerging market travelers as part of your marketing mix? Share your thoughts below!