Marketing to Leisure

TravelersPrepared by: David Harvey Cadabos

Definition• Although many hoteliers derive

much of their business from the business traveler market

• They can increase revenues by attracting leisure traveler

• As well leisure travelers differ from business travelers in several ways

Difference of Business Traveler to Leisure

Travelers• First Leisure Travelers is seasonal

not year round like business travelers

• Second the bookings of leisure travelers change less often than those of business travelers

• Third leisure travelers tend to look for packages and discounts to make the most of their vacation expenditures.

Two Segments of Leisure Traveler

• Individual Leisure Travelers• Group Leisure Travelers

Individual Leisure Travelers

• Individual Leisure Travelers –Non business guests who are traveling

independently rather than with a group on a pre-arranged tour• Families• Seniors• Baby Boomers• Generation X

Families• Families especially those with

children are generally cost conscious• Married couples without children

are also cost conscious, but they tend to place more emphasis on quality

Meeting the Needs of Family Travelers

• They often prefer resorts or properties that are near a number of attractions.

• Properties seeking to appeal to families can offer special rates

• Low-cost recreational amenities • Kitchenettes• Other conveniences attractive to families

include ice and soft-drink machines, parking close to the guestroom and laundry facilities

Special Services• Special services can make a difference

in a family’s decision to visit or return to a property.– Weekend packages– Theme Weekend packages– Sports Weekend packages– Shopping packages– Escape Weekend packages– Advance-purchase discounts– All-inclusive pricing

• Finding Family Travelers– Generally more difficult to obtain the names of

individual leisure travel prospects than it is to find group leisure travelers

– But families can be contacted through lists of names from mailing list brokers

• Reaching Family Travelers– Family Travelers can be reached through

• Direct mail• Advertising in newspapers• Magazines• Travel guides• Collateral materials• Radio and television advertising• Public relation efforts

Seniors• This group currently takes more

than 163 million trips a year • Its impact on hospitality revenues

should become even more significantin the coming years

• Ages between 50-65 is almost $30,000 nearly 20% higher than the national average

Four Segments by Age• Pre-retirement group– Consists of working adults ages 50-65– They can afford longer vacations and

demand excellent service and amenities.

• Young-old– Between 65-75 years of age– Generally in need health and like to travel– Although some have limited discretionary

income – Look the value as well as service

Four Segments by Age• Old-Old– Between 75-85 years of age– A high percentage and single women, and a

large number suffer from disabilities– Properties focus on security and special

accommodations to attract the group

• 85-plus– Small portion of the population– Added bonus whether they are purchasing

hotel rooms, meals, or tours seniors can be extremely loyal

Meeting the Needs of Seniors

• Many older travelers are value conscious, but they also insist on quality and service

• Clean, comfortable rooms and public areas are important to them

• These travelers prefer rooms with two beds and look for well-lit public rooms for conversation and card playing.

• Finding Seniors– It is difficult to solicit individual seniors– You can reach seniors through mailing

list brokers, membership lists o f senior citizens’ organizations, referrals, direct-mail questionaires

• Reaching Seniors– Besides in-house promotions– You might consider promoting to

seniors through religious groups and private associations such as local community.

Baby Boomers• Consists of the 77 million people born in US

between 1946-1964• The baby boomer generation is wealthier,

healthier, and expected to enjoy core years of retirement

• Baby boomers are especially interested in “adventure travel”– Houseboating, white-water rafting, vacationing

at archeological digs

• They look for unusual activities or sites where few other tourists go.

• Boomers also interested in eating healithier

• Baby boomers generally have little time for television and rarely read the entire newspaper.

• A combination of radio spots and outdoor advertising is usually the best approach to reach this group

• Ads should stress value, quality and the unique experience your property offers