Travel Packaging

1
Travel Packaging Partnering
Presented by Elaine Aliberti and Natalie
Lindsay January 30, 2009
2
Why Package?

• Consumers Perspective
• Increased convenience
• Greater economy
• Exposure to activities in region
• Access to specialized experiences
• Ability to budget for trips

• Businesss Perspective
• Improved profitability
• Smooth business patterns
• Joint marketing opportunities
• Greater holiday weekend business
• Unique recurring events

Source New Mexico State University, PACKAGING A
Tourism Marketing Tool
3
Success Factors

• Conduct market research
• Familiarize yourself with regional assets
• Offer a variety of options to suit different
  interests
• Provide good value while maintaining
  profitability
• Develop a targeted marketing plan
• Cultivate repeat visitation by providing quality
  experiences

Source New Mexico State University, PACKAGING A
Tourism Marketing Tool
4
Market Research

• National Trends
• Looking for good value
• Saving money by buying packaged trips
• Comparison shopping online
• Staying closer to home
• Staying fewer nights
• Growing demand for culinary experiences, special
  interest and creative travel

Source Travel Industry Association Survey 2008
Traveldailynews.com, Top 10 Trends
5
Market Research

• Culinary Tourism
• Activities involving local cuisine and wine. May
  include learning about food production, local
  market excursions, cooking classes, wine tastings
  and farm stays.
• Special Interest Travel
• Niche tours taken by people who share specific
  interests early American architecture,
  gardening, and literary excursions

Source Traveldailynews.com, Top 10 Trends
6
Market Research

• Creative Tourism
• Engaging travelers in a community's traditions,
  arts and heritage through active participation in
  authentic experiences, such as learning how to
  weave, paint or make pottery, maple syruping,
  lobster boat excursions, clam digging, etc.

Source Santa Fe International Conference on
Creative Tourism
7
Market Research

• North of Boston Visitor Survey
• Conducted email survey of NBCVB visitors
• Sent online surveys to 4,743 email addresses
• Screened for individuals who had visited the
  region
• Used cash prize to encourage participation
• Received 401 completed surveys (8.5 response
  rate)

8
Visitor Profile

• Geographic origin

9
Visitor Profile

• Top Markets
• Massachusetts (14)
• New York (7)
• Pennsylvania (7)
• California (6)
• Connecticut (6)
• New Jersey (6)

10
Visitor Profile

• Geographic origin by MA Counties

11
Visitor Profile

• Respondents age

12
Visitor Profile

• Ages of others in party

Under 18, average age is 10-years-old
13
Visitor Profile

• Household Income

14
Visitor Profile

• Education Level

15
Research Results

• Reasons for visit

16
Research Results

• Activities engaged in

17
Research Results

• Perception of region

Strongly agree ratings
18
Research Results

• Number of nights stayed

19
Research Results

• Type of accommodation

20
Research Results

• Summary
• Visitors are affluent, well-educated
• Majority live on the East Coast
• Most are 45 traveling with others within same
  age range or under 18
• Interested in history, culture, shopping, dining
  and maritime heritage
• Tend to stay four or more nights at area hotels

21
Market Research

• Onsite research
• Collect zip codes at front desk
• Distribute brief questionnaire
• Collect comments in book at front desk
• Use existing mailing lists to conduct survey
• Post a survey on your web site
• Partner with college in area to conduct visitor
  study

22
Success Factors

• Conduct market research
• Familiarize yourself with regional assets
• Offer a variety of options to suit different
  interests
• Provide good value while maintaining
  profitability
• Develop a targeted marketing plan
• Cultivate repeat visitation by providing quality
  experiences

Source New Mexico State University, PACKAGING A
Tourism Marketing Tool