HTM 133

1
HTM 133

• Pleasure Travel

2
Objectives

• Last Time
• general characteristics of business travel
• This time
• general characteristics of pleasure travel
• How do they differ?
• Implications for tourism professionals

3
Pleasure Travelers

• Rapidly growing
• Shorter, more frequent trips
• Highly segmented
• More price sensitive than business
• Less time sensitive than business

4
Pleasure and PersonalTravel Market Segments

• Three major segments according to a survey
• Get away/family travelers (38)
• Adventurous/educational travelers (31)
• Romantics (28)

5
The Family PleasureTravel Market

• Reasons for Taking Family Vacations
• Being alone together as a family.
• Getting away from the stress of home and work.
• Finding rest and relaxation.

6
The Family PleasureTravel Market

• Top Five Types of Family Vacations
• Ocean/beach
• Historic sites
• City
• Lake
• Family reunion

7
The Group Tour Market

• Primarily Motor Coach
• Majority are senior citizen
• Single female
• Rapidly growing
• Fears
• Illness
• Political instability
• Pacing
• Language

8
The Senior Travel Market

• Primary Motivators of Senior Travel
• Need to change routines.
• See new things.
• Visit friends and relatives.
• Meet new people and experience new cultures.
• Expand knowledge.
• Create memories.

9
The Gaming Entertainment Market

• Rapidly expanding
• 20 billion industry U.S.
• Destination impact?

10
The Cruise Market

• Fastest growing travel product in the U.S..
• Only 8 percent of the U.S. population has ever
  cruised.
• There is great potential to expand the volume of
  cruise passengers.
• Benefits
• Easy to visit several destinations
• Many activities
• Price / Value

11
Objectives

• Last Time
• general characteristics of business travel
• This time
• general characteristics of pleasure travel
• How do they differ?
• Implications for tourism professionals
• Target markets
• How to communicate
• Balancing demand
• Maximizing revenues profits
• Minimizing negative impacts

12
Read Brewster ToursCase Study p. 308

• What are 3 or 4 Japanese market segments?
• On what basis are they segmented?
• Demographic
• Psychographic
• What kinds of marketing decisions has Brewster
  Tours made to attract each segment?
• 4 Ps