intro to the geotraveler
DESCRIPTION
Some market research and introductory information about the Geotraveler, an emerging and important segment of the travel and outdoor industries. Travel is not something they do. Travel is something they are.TRANSCRIPT
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THE GEOTRAVELERAn Introduction to the Most Activeand Influential Consumer in Travel
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”I think travel should be a full-body experience— that we ought to observe and absorb the natural
world, the culture, the language, the local arts —with curiosity and respect.”
— Hayden
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Definition of Geotourism”The Geo-traveler is concerned with preserving a destination’s geographic character–the entire combination of natural and human attributes that make one place distinct from another. They are interested in both the cultural and environmental concerns regarding travel as well as the local impact tourism has upon the communities and their individual economies and lifestyles.”
— Geotourism Study, NatGeo and TIA, 2002
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Who are the Geotravelers?• Estimated to be between 55-59MM U.S. Geotravelers
and growing • Median HH Income is $70,000 USD
• 20% have HH Incomes above $100K USD• Average age is 48 years old• 44% have traveled internationally in the last 3 years• Take 30% more trips than other travelers• Are early adopters and influencers over other
segments within their primary area of passion-travel
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Travel is not something they do...Travel is who they are.
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PAUL L. DINEEN
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Desire for Connection
AUTHENTICITY
PERSONALAWAKENING
SHAREDHUMANITY
THE CONNECTION THAT MAKES THE BEST TRIP FOR YOUR
TARGET AUDIENCE
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Personal Awakening”I think that a good trip is a relaxing one,
but a GREAT trip is often in part, miserable –like a birth of sorts.
In 2002, I took a trip to TImbuktu. The journey was brutal, but something broke inside me that needed breaking.
Years later–I am still trying to sort out that journey in my soul.
And I am hungry for more experiencesof that kind.”
— Brooke
(Brooke) On the Sahara
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Shared Humanity”Though this last trip wasn’t pretty,
the expressions of sympathy offered were deeply humanizing
and a reminder of why one should stop out of one’s own front yard
and immerse oneself in the unpredictable and receptive and
surprisingly tender world.”
— Liz
(Becca) Young Masai Chyulu Hills Village, Kenya
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Authenticity”Then he took me to meet his wife and
family and have lunch. At one point he had an all-out fight with his daughter right
there at the table! It was so quintessential Italian. Hands flying, voices raised and
family, the heart of it all.”
— Becca
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Forces of Change1. Desire for personalization2. No time3. Economic squeeze4. Pervasive technology5. Accessible luxury6. Desire for a healthy planet
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1. Desire for personalization2. No time3. Economic squeeze4. Pervasive technology5. Accessible luxury6. Desire for a healthy planet
Essential Truths
AUTHENTICITY
PERSONALAWAKENING
SHAREDHUMANITY
THE CONNECTION THAT MAKES THE BEST TRIP FOR YOUR
TARGET AUDIENCE
Forces of Change+ = Geotraveler Trends
• Rise of the expert and local expertise
• ”Done in a day”• Multi-dimensional trips• Return of camping• Culture closer to home• Self-directed travel planner• ”Softening” of adventure
travel• Importance of localization• Increased interest in
sustainable travel options
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Geotravelers and the ”Post/Lingering Recession”
• 89% anticipate taking the same or more leisure trips in the coming year
• Many are traveling closer to home with a shorter window of planning
• Reconnecting with traditional activities such as camping, baking and gardening
• Mindful and attracted to simplicity, have already adapted to the new era in which the U.S economy is emerging
• Focusing their real spending on elective consumption of meaningful goods
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The Geotraveler’s Dichotomy
• Craving Authentic Connections & Destinationsvs. Socio-Environmental Consciousness
” What is an ethical traveler? I could go back and forth on this for a long time, weighing the impact versus the benefit of quality cultural exchange with unintended negative impacts on a culture and the landscape.
All of this against the backdrop of urgency to visit these cultures and locales before they are lost to the mass consumer culture.”
— Brooke
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Insights for the Travel Marketer
• Insightful• Identifiable• Actionable
We hold our research accountable to three criteria:
The true measure of our research comes from its ability to close the gap between left brain logic and right brain creativity to produce successful marketing and communication campaigns.
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Decision-Making Criteria for Geotraveler Purchases
• Connects me to a passion• Provides a high degree of utility• Makes me unique• Saves me time• Gives me knowledge or expertise
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Successful Communication PrinciplesTo Engage the Geotraveler
• Tell your story, frankly• Inspire your tribe• Localize as much as possible• Convey your expertise• Integrate mindfulness & sustainability
into the business itself
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Looking AheadAs more travel brands and destinations enter into the competition for the world’s tourism activity, we believe the most successful brands and destinations will position themselves to find more Geotravelers, not just more travelers.
If you are interested in learning more about our research and how the Geotraveler can elevate your brand, please contact us:
Alexi Huntley KhajaviDirector of Global [email protected]
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