2006_oregon_golf_travel_market_pres
TRANSCRIPT
Agenda
• Seizing Segmentation
• Women’s Market
• The Power of the Golfer as Traveler
• 2005 Golf Travel & Destination Study• Planning Golf Vacations• Destination Awareness• Golfer Perceptions
• Process of Vacation Planning
• The Role of the Media
- Here Come the Zoomers
- The Burgeoning Women’s Market
Seizing Segmentation
4
Meets
Becomes Today’s New Generation For Marketers
God’s Waiting Room GODSPELL
Seizing Segmentation
5
“To be successful in reaching the growing Boomer market, we can’t let the past get in our eyes… put aside the old, negative stereotypes, cast aside previous assumptions and begin to look at this population through a new lens.” – William D. Novelli
Seizing Segmentation
6
Seizing Segmentation
• 78 million baby boomers range in age from 40 to 58
• The Boomer population controls $28 trillion or 67% of our nation’s wealth, plus:
– 40% of all mutual funds
– 60% of all annuities
– 48% of all luxury cars Source: Age Wave, Inc.
Median net worth of households – 2000 Census
$112,000
$7,000
Headed by leading edge Boomers
Headed by someone under age 35
The Power of the Boomer Market
7
Seizing Segmentation
– Richard Hobbs, American Institute of Architects
“The impact of the aging population on markets, employers and cultures cannot be overstated. Just as the Baby Boom flooded maternity wards, ignited school construction and made youth the cultural icon of the ’50s, ’60s and ’70s, the Senior Boom of this century will shape the 2010s, ’20s and ’30s.”
TOMORROW
• Economists estimate than Boomers will experience the greatest wealth transfer in history – $12 trillion over the next 20 years and $161 billion alone in 2003 inheritances according to Boston University economist Laurence Kotlikoff.
8
Seizing Segmentation
• Idealism
• Spiritualism
• “Been there, done that” (rejection of the ordinary – experience seekers)
• Fun & Novelty
• Instant Gratification
• Selfishness
• Rejection of Traditional Values
Unlocking the Boomer Mindset – Not Your Father’s Retiree
9
Seizing Segmentation
Compared to My Parents…
…I’m more self-indulgent
75%Agree
…I plan to work at least part-time during retirement
80%Agree
…I’m confident that I will have enough to retire in comfort
65%Agree
Source: Study of 2,000 Baby Boomers – NOP World
Unlocking the Boomer Mindset – Not Your Father’s Retiree
10
Seizing Segmentation
“We are all beginning to realize that because we are living longer, old may not begin until 75 or 80”
– Ken Dychtwald, Age Wave, NY Times, 12/01/2003
Vibrant ▪ Active ▪ Free To Spend Considerable Wealth ▪ Seeking Relevance ▪ Re-inventing Retirement
45 is the New 25!
11
Seizing Segmentation
Competitive • Brand Conscious • Pursuing the Best •The Club Community and Travel As Important Anchors
And The Golf Lifestyle Is In Synch With Many Of “Life’s Rewarded” & “Country Club Elite”
Women’s Market
13
+1%25,400
20,574
4,826
27,400
20,824
6,576
All Golfers Male Golfers Female Golfers
2000 2003
Women’s Market
Source: National Golf Foundation 2001, 2004
+8%
(000)+36%
The Burgeoning Women’s Market
14
Women’s Market
• 1.5 million girls age 5-17
• An increase of almost 400% in 2 years
Youth Movement
The Power of the Golfer as Traveler
16
6.5
1.4
8.5
2.5
Women Men
1989 2002
Estimated Number of Golf Travelers(In Millions)
Golf Traveler: A golfer who played at least once in the past year while traveling on business, vacation, or a golf-only trip
Source: The National Golf Foundation: Golf Travel in the U.S. 1990, 2003
+31%
+79%
The Power of the Golfer as Traveler
Golf Travel Has Seen Significant Growth in The U.S.
17Source: MRI Spring 2004, MRI Fall 2003, MRI Doublebase 2002
INDEX(100=U.S. Average)+14% +5%
185
89
211
86 85
221
Golfers Non-Golfers
2002 2003 2004
The Power of the Golfer as TravelerGolfers Are Even More Likely Than Non-Golfers to Be Avid Travelers (5+ Domestic Trips )
18Source: MRI Fall 2005
Golf Traveler: Played golf on vacation in past year
Traveler: Taken 1+ trip in past year
$68,136
$83,471
$51,700
MedianHHI
TRAVELER
GOLF TRAVELER
NON-GOLF TRAVELERMedianHome Value
$218,782
$266,852
$180,120
TRAVELER
GOLF TRAVELER
NON-GOLF TRAVELER
The Power of the Golfer as Traveler
The Golf Traveler: A More Affluent Traveler
19Sources: RRC calculation of TIA and NGF data
The Power of the Golfer as Traveler
The Golf Traveler: A More Affluent Traveler
Non-GolfBusiness Travel
Non-GolfLeisure Travel
Golf Travel$19.522%
$31.236%
$36.742%
• Last Year Travel Expenditures Amongst Golfers Exceeded $87.4 Billion– Spending nearly more than twice that of non-golfers on a per person basis
20Source: MRI Fall 2005
Golf Traveler: Played golf on vacation in past year
Cruise Travel: Past 3 Years
187
96
295Taken 7+
Round Trips
TRAVELER
GOLF TRAVELER
NON-GOLF TRAVELER
Taken Cruise of 1+ Days
Spent $5,000+
on Domestic
Trips
158
98
176
187
91
518GOLF TRAVELER
NON-GOLF TRAVELER
TRAVELER
GOLF TRAVELER
NON-GOLF TRAVELER
INDEX: 100 = U.S. Average
The Power of the Golfer as Traveler
The Golf Traveler: A More Affluent Traveler
TRAVELER
21
The Power of the Golfer as Traveler
Source: MRI Fall 2005
Golf Traveler: Played golf on vacation in past year
Car Rental: Any Use/Rented last 12 months
153
98
211Car Rental
TRAVELER
GOLF TRAVELER
NON-GOLF TRAVELER
Spent 15+ Nights in
Hotel/Motel174
96
307
TRAVELER
GOLF TRAVELER
NON-GOLF TRAVELER
INDEX: 100 = U.S. Average
The Golf Traveler: A More Active Traveler
22
(Spent $2,000+ on Domestic Vacation in Past Year)
The Power of the Golfer as Traveler
Source: MRI Fall 2005
Golf 1,371,000Bicycling 882,000
Running/Jogging 661,000
Health Spa/Retreat 818,000
Snow Skiing 685,000
Play Tennis 219,000
2005# of People
Participated in the Following on Vacation
The Golf Traveler: Spends More On Vacations
23
The Power of the Golfer as Traveler
Base: Heads-of-Households; HHI: $75,000+Source: Mendelsohn Affluent Head-of-Household Study 2005
Tennis Backpackers/Players Sailors Skiers Campers Golfers
Target (millions) (millions) (millions) (millions) (millions)Took a Domestic Airline Round Tripin the Past Year 4.5 1.6 4.4 7.5 10.2Took a Domestic Airline Round Tripfor Business in the Past Year 2.0 1.0 2.0 3.3 5.1Took a Domestic Airline Round Tripfor Vacation in the Past Year 4.1 1.5 4.0 6.3 8.9Took a Foreign Airline Round Tripin the Past Year 2.2 1.0 1.2 2.7 3.8Took a Foreign Airline Round Tripfor Business in the Past Year 0.6 0.2 0.5 0.6 1.1Took a Foreign Airline Round Tripfor Vacation in the Past Year 1.9 0.8 1.6 2.2 3.0Member of a Frequent Flyer Program 2.2 0.8 2.1 3.4 4.8
The Golf Traveler
Golf is the #1 Sport Among Affluent Travelers (2004 MMR)
2005 Golf Travel&
Destination Study
25
93%
41%
36%
91%
38%
29%
2004
2002
Vacation/ Pleasure/ Personal
BusinessOnly
Business/Vacation
Took Trip Past 12 Months
68%
30%
25%
64%
30%
20%
2004
2002
Vacation/ Pleasure/ Personal
BusinessOnly
Business/Vacation
Took Air Flight 12 Months
• 46% said they flew more than a year ago!
General Travel Up Across the Board in 2004!
2005 Golf Travel & Destination Study
26
Took Golf Trip Past 12 Months
58%
65%
26%
15%
87%
52%
64%
27%
15%
86%
2004
2002
Golf Vacation
Vacation Where Golf was Played
Business Trip Where Golf was Played
Trip to Play in Tournament
Any Trip Where Golf Was Played
2005 Golf Travel & Destination Study
Golf Vacation Travel Increased Measurably!
27
2005 Golf Travel & Destination Study
• 7.2 million total trips
• 6.4 round trip air flights
• 5.2 million golf trips
• 1.7 million golf vacations
Note: Projected from ABC, period ending 2004
In the Past Twelve Months Golf Digest Subscribers Took…
A Powerful Travel Base
Planning Golf Vacations
2005 GOLF TRAVEL & DESTINATION STUDY
Subscribers Make The Decisions And Influence Others
2005 Golf Travel & Destination Study
29
Who have you planned a golf vacation for?
8%
8%
32%
41%
88%Myself
Other Family Members
Co-Workers
Business Associates
Friends
Planning Golf Vacations
79% of Golf Digest Subscribers Have Planned a Golf Vacation – and Those Planning Golf Trips Often Handle the Details for Others!
30
Planning Golf Vacations
• 69% of respondents strongly agree that going to different destinations enhances the golf experience
• Nearly half research a variety of destinations before making a final decision (49%)
• 70% of those surveyed disagree that home state golf courses haveimproved to the point that they will take fewer golf vacations
• Following a strong 2004, half say they are planning more golf vacations in the coming 12 months
Planning a Golf Vacation
31
Planning golf vacation 3+ months 49% 52%
Booking reservations 3+ months 33% 39%
2002 2004
Planning Golf Vacations
Golfers Spent More Time Booking Golf Vacations In ‘04 Compared to a “More Impulsive Attitude” in 2002!
32Base: Planned a golf vacation
Which are the two most important deciding factors for choosing a golf destination?
41%
37%
29%
24%
15%
15%
11%
13%
11%
33%
31%
29%
27%
18%
14%
12%
11%
9%
2004 2002
Quality of Golf Course
Value for the Money
Weather Conditions
Availability of Multiple Courses
Choice of Accommodations
Recommendations of Others
Reputation Based on What You’ve Heard
Availability of Other Recreational Activities
Easy To Get To
Planning Golf VacationsThe “Paradigm Rules” and is More Important than Ever in 2004!
33Base: Planned a golf vacation
Which are the two most important deciding factors for choosing a golf destination?
38%
44%
33%
18%
13%
14%
11%
11%
11%
44%
32%
26%
30%
17%
16%
11%
15%
9%
Less than $100K HHI
$100K+ HHI
Quality of Golf Course
Value for the Money
Weather Conditions
Availability of Multiple Courses
Choice of Accommodations
Recommendations of Others
Reputation Based on What You’ve Heard
Availability of Other Recreational Activities
Easy To Get To
Planning Golf VacationsDecision-Making Drivers are Universal
34Base: Planned a golf vacation; rated “4” or “5” on a five point importance scale
How important do you rate the following amenities when choosing a golf destination?
3%
9%
15%
18%
19%
51%
56%Fine Dining in the Area
Restaurants On Site
Spa
Fitness Center
Concierge Services
Business Center
Golf School
Planning Golf Vacations
Serious Golfers Seriously Consider Dining Opportunities When Choosing a Golf Vacation Destination
35Base: Planned a golf vacation
How important do you rate the following amenities when choosing a golf destination?
<$100M >$100M5 Point Scale Mean Mean
Spa 1.9 2.3
Fitness Center 2.1 2.6
Concierge Services 2.0 2.4
Fine Dining in the area 3.3 3.6
– INCOME LEVELS –
Planning Golf Vacations
Income Drives Significant Differences in Desired Amenities
36
How important do you rate the following aspects of a golf vacation advertisement in a golf publication?
42%
51%
53%
57%
63%
73%
84%Prices
Special promotions
Photos of the accommodations & resorts
Photos of the golf courses
Info about area attractions
Info about the course, architects, ratings
Info about Accommodations & amenities
Base: Planned a golf vacation; rated “4” or “5” on a five point importance scale
Planning Golf Vacations
Golf Digest Readers Want to Read Most About Prices, Promotions and Accommodations
Destination Awareness
2005 GOLF TRAVEL & DESTINATION STUDY
2005 Golf Travel & Destination Study
38
Q. Based on your experience, what you have heard from others or read about, how familiar are you with each of the following golf destinations?
Know a lot about
Know something about
Know name only
Not familiar with
Destination AwarenessDestination Awareness
39
– Top Ten U.S. Destinations & Oregon Destinations –Percent Who Know a Lot/Know Something About These Areas
2004 2002 2001Rank Incidence Rank Incidence Rank
Myrtle Beach, SC 1 68% 1 69% 1Hawaii 2 67% 5 64% 5Hilton Head 3 67% 1 69% 4Las Vegas 4 66% 3 68% 2Orlando 5 64% 4 65% 2Charleston/area 6 57% 6 56% 7Scottsdale/Phoenix 7 57% 7 55% 6Pinehurst/surrounding area 8 51% 9 51% 12Miami/Ft. Lauderdale 9 48% 8 52% 8San Diego 10 48% 13 40% 9Oregon Coast, OR 33 21% 33 18% NMBend/Sun River area, OR 35 18% 35 14% 28Number of Common Markets Measured: 36 36 28
NM = not measured
Destination AwarenessHawaii & San Diego Come Back; Las Vegas and Orlando Lose Rank Over Last Two Reports; Oregon Increases Awareness - Still Ranks Low
2005 GOLF TRAVEL & DESTINATION STUDY
Golfer Perceptions
2005 Golf Travel & Destination Study
41
Q. On a scale of “1” (excellent) to “4” (poor), how would you rate each golf destination you are familiar with based on “Quality of Golf” and “Value for the Money”?
Golfer Perceptions
Golfer Perceptions
42
Top Ten U.S. Destinations – Mean “Quality of Golf” Scores
2004 2002 2001Rank Rank Rank
Kohler, WI 1 3 NMMonterey Peninsula, CA 2 1 2Pinehurst & surrounding area 3 2 1Hawaii 4 4 3Hilton Head, SC 5 7 5Robert Trent Jones, Trail, AL 6 9 8Bend/Sun River, Oregon 7 15 10Scottsdale/Phoenix, AZ 8 6 4Myrtle Beach, SC 9 8 7Oregon Coast, OR 10 10 NMNumber of Common Markets Measured: 36 36 28NM = not measured
Golfer Perceptions
Newbie Kohler Tops List for Quality, Oregon Delivers Both Bend and the Oregon Coasts; RTJ Trail Posts Remarkable #6 Spot
43
2004 2002 2001Rank Rank Rank
Myrtle Beach, SC 1 1 2Robert Trent Jones Trail, AL 2 2 1Northern Michigan 3 6 3Gulf Shores, AL 4 3 7Minnesota 5 7 NMNorthern Carolina Mountains 6 3 6Bend/Sun River & surrounding area, OR 7 5 8Oregon Coast, OR 8 13 NMMississippi Gulf Coast, MS 9 9 NMCharleston & surrounding area, SC 10 8 9Number of Common Markets Measured: 36 36 28
Top Ten U.S. Destinations – Mean “Value for the Money” Scores
NM = not measured
Golfer PerceptionsOregon Coast Breaks into Top Ten; Mid-West Takes #3 an #5 Positions; Myrtle Beach and “The Trail” Lead in Value
44
“t” = tie
Competitive Set – Mean “Quality of Golf” Scores
2004 2002 2001Rank Rank Rank
Monterey Peninsula, CA 1 1 1Hawaii 2 2 2Bend/Sun River area, OR 3 t 6 4Scottsdale/Phoenix, AZ 3 t 3 3Oregon Coast, OR 5 4 NMSan Diego, CA 6 8 6Tucson, AZ 7 5 5Canadian Rockies/ Banff, CA 8 9 NMLas Vegas, NV 9 7 7Lake Tahoe/ Reno, NV 10 10 8Number of Common Markets Measured: 10 10 8
“t” = tie NM = not measured“t” = tie
Golfer Perceptions
Oregon Destinations Share Strong “Top 5” Positions for “Quality of Golf” Among Major Regional Competitors!
45
Competitive Set – Mean “Value for the Money” Scores
2004 2002 2001Rank Rank Rank
Bend/Sun River area, OR 1 1 1Oregon Coast, OR 2 2 NMTucson, AZ 3 3 2Canadian Rockies, Banff, CA 4 5 NMSan Diego, CA 5 4 3Scottsdale/Phoenix, AZ 6 6 4Lake Tahoe, Reno, CA 7 7 5Las Vegas, NV 8 9 6Hawaii 9 8 7Monterey Peninsula, CA 10 10 8Number of Common Markets Measured: 10 10 8
NM = not measured
Golfer Perceptions
For the Past Three Studies Bend/SunRiver area Tops List of Regional Competitors for “Value for the Money!”
46* ranked top 15 for “Quality of Golf”** ranked in top 15 “Value for the Money”
U.S. Destinations 2004 2002 2001
Myrtle Beach, SC Yes Yes Yes
Robert Trent Jones Trail, AL Yes Yes Yes
Oregon Coast, OR Yes * NM
Bend/Sun River area, OR Yes ** Yes
Pinehurst & surrounding area, NC ** ** Yes
Number of common markets measured: 36 36 28
NM = not measured
Golfer Perceptions
Oregon Rocks! Myrtle Beach and “The Trail” Best forQuality/Value Paradigm
47
Golfer Perceptions
• Based on the 58% of respondents who took a golf vacation in the past year, the average length of stay was 6 days. Only 18% stayed longer than one week.
• The average golf vacation party consisted of 8 people - two foursomes
• Golfers are more likely to include friends on their trips (68% of the time) as compared to other family members (48%)
• The average number of rounds played per person was 5 rounds, or, approximately one round per day, excluding travel
The “Quintessential” Golf Vacation
48
How Reservations Were Made for Most Recent Golf Vacation
Base: Took a golf vacation in past year
21%
18% 57%
4%
Used A Travel Agency
Called Directly to Arrange Flights,
Accommodations and Tee Times
Used A Golf Packager to Book
Tee Times and Reservations
Used the Internet
Golfer Perceptions
Golf Digest Subscribers Make Their Own Golf Travel Arrangements;Internet Usage Increased from 17% in ’02 to 21% in ‘04
49
How Much Spent on Most Recent Golf Vacation
Base: Took a golf vacation in past year; projected to 1,400,000 subscriber rate base
56%
8%8%
29% <$1,000$1,000-$1,500
$2,001+
$1,501-$2,000
Mean: $1,102
Golfer Perceptions
44% of Respondents Personally Spent $1,000 or More on Their LastGolf Vacation – That’s nearly one Billion Dollars!*
Process of Vacation Planning
51
“American’s have come to view vacations as a birthright. They’re not willing to give them up!”
Dr. Susan Cook - SVPTravel Industry AssociationUSA Today
Process of Vacation Planning
2005 Golf Travel & Destination Study
52
Process of Vacation Planning
• The Golf Digest Companies Research Resource Center sought insights on the Vacation Planning Process among affluents, focusing on Major Vacations, and not specific to golf vacations (buddy trips.)
• Men and women golfers, as well as non golfers, were studied allowing for comparison.
• Results provide greater understanding into how Vacation Planning is being approached in today’s consumer marketplace, and the role of various influences
Background & Objectives
53
• Quantitative– 400 twelve-minute phone interviews conducted nationwide
• Qualitative– Individual interviews and focus groups in San Francisco and New York– household incomes greater than $125K– Frequent vacationers– Mixture of frequent, infrequent and non golfers
• All respondents, all phases– Took pleasure vacation (exclusive of business trips or visits to relatives)
within past 12 months– Minimum stay of 5 consecutive days– Personally spent at least $1,000
Process of Vacation Planning
Methodology - Three Distinct Research Phases
54
Process of Vacation Planning
• Travel inspiration comes primarily from magazines, television, and word of mouth, and secondarily from newspapers and guidebooks.
• Whether consciously or not, travel planning takes on a distinctly linear and highly involved process that encompasses specific stages, each offering key opportunities for marketers to gain share of mind through a variety of media and communication channels.
• Magazines are a critical marketing vehicle, particularly in the initial stages of travel inspiration. They contribute significantly towards framing a traveler’s consideration set.
Key Findings
55
Process of Vacation Planning
• “Value” supersedes price in vacation budgeting…
– Marketers’ Magic formula: Provide a top notch experience that isperceived to be “a deal”
• The Internet is a primary source for executing travel arrangements; especially at bargain prices ….. It’s a “transaction enabler” not necessarily a “brand builder.”
• Participants are looking for a wide range of activities when they travel. Golfers will endeavor to get one round in on most trips, but golfing is not a requirement for all of their vacations.
Key Findings
56
Process of Vacation Planning
• Step I - Location Inspiration & Destination Selection– “We look for special places and new ideas by doing research. See
where we haven’t been. Read magazines, watch TV, talk to friends and read travel books.”
• Step II - Narrowing Down Choices– “Assess the amenities and levels of service we require, the weather
and the time we have to travel. Talk to recent visitors, read reviews and rankings in magazines and on the Internet.”
The Process of Planning a Vacation Hypothesis for Consideration
57
• Step III - Prices & Logistics– “Once I’ve decided where to go, I begin to look for deals on the
Internet and make air flight reservations. I’ll search endlessly for accommodations and packages; make reservations for activities and so forth.”
• Step IV - Controlling The Situation, Beyond The Booking– “As we get closer to leaving, I’m always getting the inside scoop
on new restaurants and things to do off the beaten path. I startdeveloping an itinerary, reconfirm reservations and make sure everything is OK.”
Process of Vacation Planning
The Process of Planning a Vacation Hypothesis for Consideration
The Role of the Media
59
The Role of the Media
Tier OneMagazines • Internet
Tier TwoTelevision • Newspapers
Major Media Influencers
60
The Role of the Media
• “Magazines are great at the beginning of the process; they give me ideas and direction if I don’t know where I am going.”
• “Magazines are good for ideas and locations; I look for rankings to see where the best places to go are.”
• “It would never have occurred to me to look for something like that (trip to Belize) and it was because I read an article in a magazine.”
How Magazines Contribute
61
The Role of the Media
• “We do get lots of travel magazines…its fun to read about it…I tear it out if there’s something I want to check out…I have files of articles.”
– Maureen
• “You can look through that kind of stuff on the internet, but its going to be different pages, where this is all right in front of you (in magazines)”
– Robert
• “Magazines are good for ideas and locations; I look for rankings to see where the best places to are.”
– Paul
Magazines Are Preferred For Travel Inspiration Because Of The Personal, Physical And Visual Interaction They Provide
Travel Inspiration from Magazines
62
The Role of the Media
• Women rely on magazines more than men for “increasing their desire to take a vacation.”
• Vacationers 45-64 are significantly more likely to utilize magazines for their travel planning than those between the ages of 18-44.
More Differences about Magazines
63
The Role of the Media
“I really use the web when I already know where I am going”
– Hadley
How the Internet Contributes an Effective Enabler
64
The Role of the Media
1. Prices & packages2. Encourages me to seek out information3. Ideas about where to stay
4. Re-enforcing decisions5. Ideas about where to go6. Ideas about what to do7. Increasing my desire to travel8. Sparks my imagination
Base: Internet is important for planning
How the Internet Contributes “Prices, Stats & Comparison Shopping”
65
75% 80%
0%
20%
40%
60%
80%
100%
The Internet Is Important For Planning
Prices, Packages
GOLFERS NONGOLFERS
It’s Largely About Price
The Role of the Media
66
Captures my imagination 74% 51%Gets me thinking about vacation 76% 54%Keeps me abreast of trends 67% 52%Helps me consider destinations to go to 62% 56%
Helps me determine accommodations 58% 69%Helps me budget 56% 61%Helps me make my arrangements 55% 70%Helps me decide what activities to do 49% 51%
InternetMagazines– Rated Important –
Comparing the Internet and Magazines
The Role of the Media
67
TV’s Role:• Increases desire to travel, especially globally• Sparks imagination and desire through motion
and sound
Re-enforces Destination Selection and Logistics
Newspapers’ Role:• Prices & Packages• Ideas about where to go
The Role of the Media
Television & Newspapers Provide Complimentary Weight In All Three Steps
68
Step 4Beyond the Process
Step 3Prices & Logistics
Step 2Narrowing Down Choices
Step 1Location & Inspiration
Step 1Location & Inspiration
The Role of the Media
Step 2Narrowing Down Choices
Step 3Prices & Logistics
Step 4Beyond the Process
Magazines, Television, Newspapers and Books
Internal assessment, Internet, magazines and recent visitors
Internet, travel agents, newspapers, books
Direct contact with facilities through phone or email, Special promotions in all media
How Media Serves the Process
69
MAGAZINES INTERNET
Macro
Personality
Ideas
Inspirations
Desires
Micro
Prices
Information
Itineraries
Discounts
Towards Better Understanding Magazines and the Internet
The Role of the Media
70
• Revisit favorite places for vacations
• Respond to travel ads, clip and/or read travel articles in magazines
• Take separate vacations apart from their family
• Be interested in purchasing vacation real estate
Golfers Are Significantly More Likely Than Non-golfers To…..
Golfers Provide Unique Marketing Opportunities
The Role of the Media
71
Golfers Do Many Of The Same Things As Non-Golfers Except They Play Golf Too!
The Role of the Media
Dispelling The Myth That Avid Golfers Are “One Dimensional” On Vacation
Sightseeing 71 69Fine dining 69 57Shopped 66 66Golf 63 8Tennis 31 36Water sports 29 32Theatre, Concerts 27 26Hiking 23 31Casino gambling 20 14Spa 16 20Amusement parks 11 20Horseback Riding 2 9
Golfers%
Non-Golfers%
72