SEAtrails

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SEAtrails

• Tool for Economic Development

August 3rd, 2001
Presented by Ginny Fay
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MISSION FOR SEATRAILS

• To facilitate planning, construction, and
  maintenance of a regional
• Southeast Alaska trail system which will enhance
  economic development,
• quality of life, and transportation.

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Troubadour's 1999 PCT Gear List. This is the
stuff that got Troubadour from
Mexico to Canada on the Pacific Crest Trail.
Kit contains sunscreen, iodine, ibuprofen,
vitamins, toilet paper, molefoam, DEET,
toothbrush, floss, toothpaste, film, lighter.
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Troubadour's 1999 PCT Gear List. continued
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Importance of Repeat Business
A five-percent increase in good customer
retention can increase profitability by
twenty-five to eighty-five percent.
Source Harvard Business Journal
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Recommended Approach
Traditional tourism approach
This is our product
To whom do wesell it and how?
Strategic tourism approach
This is our target customer
What product development do we need?
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Market Research

• The step of market research is a critical one
  that new businesses of all kinds often do not
  take seriously enough. There is a tendency to
  look to the dominant market that might have the
  largest number of visitors but it might not be
  your most profitable market segment.

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Adventure Travel Estimates
Wildlife Viewing Primary Motivating
Factor 1,051 68.1 67.3 2.6
Wildlife ViewingNot a Motivating Factor
465 30.8 43.1 41.6
Average In-state Trip Expenditure Trips
lasting more than one week Trips to more than
one region All Visitor Trips
Source Less May Mean More SuzAnne Miller
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Cultural Tourism Estimates
Cultural /Heritage Tourists 13 1,534 59
Average Tourist 3.5 389 39
Length of Stay/Days Amount Spent during
Stay Propensity to Shop
Source National Trust for Historic Preservation
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Trends Leading to Ecotourism

• Increases in the overall travel market.
• Growth in popularity of vacations to natural
  areas-particularly dramatic growth rates to parks
  in developing countries.
• Massive dissatisfaction with the simplistic
  travel packages offered by travel firms and
  facilities.
• Urgent need to generate funding and human
  resources for the management of
  protected areas in ways
  that meet the needs of local rural
  populations.
• Recognition of the importance of tourism
  within the
  field of sustainable development.

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1995 North American EcoTourist Profile

• 35-54 years old
• 50/50 male/female
• depends on what activity, but
  evens out with full survey
• 82 college graduates
• very high amount of education
• "Lifelong Learners"
• Take courses still

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Trip Characteristics

• Trips lasting 8-14 days
• Trips skewing to shorter days
• Willing to commit more time and money than
  average tourist
• Wilderness setting/wildlife
• People increasingly in urban environment, suburbs
  have same ills as urban
• Want to do reverse of lifestyle than where they
  live
• Travel as couples
• Family travel depends on a robust economy

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Strong Historic Growth
22 Growth
Source AVSP
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Growth Exceeds U.S. Averages
Total Visitation
1995 - 1999
Alaska Average Annual Visitor Volume Increase
5.5
U.S. Average Annual Travel Volume Increase
3.75
Source AVSP TIA
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Cruise Industry Drives Growth
Source AVSP
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Alaska Cruise Visitor Growth
Exceeds North American Averages
Cruise Visitation
1995 - 1999
15.3
Alaska Average Annual Summer Visitor Growth
8.6
North American Cruise Average Annual Passenger
Growth
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Non-Cruise Annual Growth
1995 - 1999
2.1
45 Below U.S. Average
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Growth Rates Are Slowing
Total Summer Visitor Growth Rate
Summer Cruise Visitor Growth Rate
18.7
1996
10.1
5.3
16.5
1997
3.8
10.0
1998
3.0
1999
6.0
Source AVSP CLIA
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Customer Identification

• Decide which benefits you can provide. In
  addition to identifying the ideal customer, it is
  also important to understand travel trends and
  the needs of your particular customer.

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Product Identification

• Assess your product and match with desired needs.
  
• Once you have identified visitor needs, decide
  how your product can fill those needs.
• Conduct a thorough assessment of the products and
  services you will offer.

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Product Revision

• Once you have assessed your products and the
  desired benefits of potential customers, some
  product modification may be required.

If your product does not deliver the desired
benefits, how can you change it to fit visitor
needs? Should you make changes to when you
offer your product, your place of business,
hospitality practices of your personnel?
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Communications

• You need to be able to tell potential visitors
  how you can fulfill and even exceed their needs.
• Your advertising should tell an interesting story
  and help the customer visualize the potential
  needs you will be able to meet and the benefits
  (they want) that you will be able to provide.

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Communication Review

• All of the communications your customer receives
  before, during and after the visit are important
  aspects of delivering the product and include
  hospitality and personal contact with the
  visitor.
• You should constantly review the messages you are
  sending your visitors.

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Follow-up and Begin Again

• Follow-up is another necessary step in your
  marketing strategy.
• You need to make sure your customer is getting
  what he or she thinks is important.

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Contact Us!
Our office offers technical assistance as you
start or expand your business. Please feel free
to contact us anytime. Phone 907
465-2012 Email GoNorth_at_dced.state.ak.us Website
http//www.dced.state.ak.us/tourism/