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Trends Affecting Travel and Retirement Decision-Making
Berkeley W. Young
This presentation and its content may not be shared or duplicated without the prior written expressed permission of Berkeley Young
Some Trends Should Be Ignored
"If you build a place people want to visit, you build a place where people want to live.
"If you build a place where people want to live, you'll build a place where people want to work.
"If you build a place where people want to work, you'll build a place where business has to be.
"And if you build a place where business has to be, you'll build a place where people have to visit.“
—Maura Gast, Irving, TX, CVB and DMAI Chair, July 2009.
“The lack of a recession is not a cause of a recession.”
Forget generational marketingFocus on lifestages
We live in the information ageAnd yet we are more misinformed than ever before.
Labor shortages are taking a toll.
• Visitor spending could be flat due to lack of employees to clean rooms, serve meals, open attractions.
• Partner with jobs/workforce agencies
• Provide class room programs in secondary schools
• Provide subsidized day-care for hospitality workers
• Provide subsidized transportation for hospitality workers
• Create a pool of hospitality workers to be shared
• Challenge – create a local KPI that tracks the number of
FT & PT jobs in the hospitality sector and the
monthly percentage of those positions that
are vacant
Workforce shortage at a crisis point…holding back revenue growth!
Active outdoor engagement is IN!
• People want to get outside and get active
• Decline in hotel exercise room use increase in outdoor activities = build trails
• Every season - Hiking, cycling, kayaking, cross country skiing, ice-cycles, ice-fishing, etc.
A lesson learned from charter fishing promotion
It’s more than catching fish:
• Life celebrations
• Family time – cross generational
• Reunions
• Corporate outings
• Team building
Facilities to drive the off-seasonEntertainment and Activities:• Attractions• Sports• Concerts and theater • Children’s activities• Events• TRAILS• WATER
Active Outdoors by day = active by night
Active Outdoors Drives New Theater Audience
Online shopping is having an impact on local retail.
Reinventing the suburban mega mallExperience development focused on NEEDS • Lifestyle community
• Sundays
• Weekdays or weekends depending on the market
• Shoulders and off-season
Experience = demand drivers
Enhancing & repurposing existing experiences
Segment focused – retirees, millennials, empty nesters
leisure, sports, conference/meetings
Source: The Republic, Columbus, IN 8-31-18
Intense competition among destinations.
1, 025 Counties in Southeast States• Alabama – 67• Arkansas – 75• Florida - 67• Georgia -159• Kentucky - 120• Louisiana – 64• Mississippi - 82• North Carolina - 100• South Carolina - 46• Tennessee - 95• Virginia - 95 Counties & 38 cities • West Virginia - 55
Most Counties in the United States Have Some Form of Branding and Marketing
3,007 counties, 64 parishes, 18 organized boroughs, 11 census areas, 41 independent cities and D.C. = 3,142
W ee4t5y
• The first step to
In 2014, the foundation lost a total of $62 million, or $176,000 every day, Mitchell Reiss, President, Colonial Williamsburg
“The commercial businesses have been running at a loss for many, many years,” Reiss said.
• Hamilton premiered in July, 2015• Through May, 2017 Hamilton has Grossed
$111,867,904 with a total of 408,496 seats sold.• The cast album has sold over 428,000 copies
domestically• At $100 million a year, the Broadway production of
Hamilton would pass the $1 billion mark in a decade
You Must Be Relevant
Destination Management – Master Planning for THE EXPERIENCE
• DMOs MUST lead in defining the destination experience and brand
• Other economic development groups have awakened and discovered the power of travel
• Opportunity – get out in front and lead the master planning effort
• Boards must have a VISION for the destination
• DMO = destination marketing AND management
• Destination = future focused!
• Focus on the updated experience
• New experience development
• Local partnership
• Converting visitors to brand ambassadors• Engaging with disruptors, you can’t ignore them
AIRBnB, VRBO, UBER, LYFT
DestinationNext to identify Development Opportunities
We Spoke to YouDestination Organization of the Future
Rank Role
1 Brand marketing
2 Destination and product development
3 Meeting and convention sales
4 Broader economic development
5 Destination information resource
6 Industry advocate and association leader
7 Leisure sales (group tour and independent)
8 Visitor experience servicing
9 Major event partner/developer
10 Convention services
11 Venue management and operations
New Destination Organization Start-up
• NE Mississippi, 2,400 rooms, 40,000 ppl.• Birthplace of Elvis• Tupelo Car Museum sold at auction• Growing downtown, 1 hotel – 160 rooms• Arena & Conf. Center expanding• Reinstated air service – Contour – 3 flights• DestinationNext• Great partnership among Org & leaders• Mayor selected a Destination Manager
Destination Manager
Arena
CVB/DMO
Main Street
Parks & Rec
City/ County Gov’t
Economic Dev.
Case Study - Tupelo, MS
“Overtourism” is the hot topic!
• Research identifies needs & issues
• Fish where the fish are…..when they are biting!!
• Welcome and orientation for visitors
• Gateways that greet and direct
• Wayfinding – apps & maps & signs
• Yield management
In-market strategies to facilitate the EXPERIENCE!
Experiences have more appeal than “stuff”.
Live large, carry little – J Walker Smith
Hilton – A History of Guest Experience Innovation
1919 – Conrad Hilton Buys his first hotel in Cisco, TX1943 – Hilton is coast-to-coast1946 – Hilton is first hotel chain on NYSE1947 – Hilton puts a TV in every room of the Roosevelt, NY1949 – Hilton goes international opening anew hotel in Puerto Rico1955 – Hilton introduces first reservation phone center – HILCRON
Opens first new European hotel since WWII in Istanbul1958 – Hilton introduces first partner credit card with Carte Blanche1959 – Hilton opens the first airport hotel at San Francisco (SFO)1964 – Hilton splits into separate international & domestic companies1965 – Lady Hilton is introduced catering to female travelers1967 – TWA acquires Hilton, Conrad Hilton is the Board Chair1969 – Doubletree introduced at the first new brand under Hilton1970 – Hilton purchases Las Vegas Flamingo & enters gaming sector1982 – Conrad Hotels is introduced as worldwide luxury brand1984 – Embassy Suites introduced in Kansas City
First Hampton Inn opens in Memphis
1987 – HiltonHonors new guest loyalty program1989 – Homewood Suites introduced in Omaha1990 – Hilton garden debuts with 4 locations1994 – HiltonHonors offers points and airline miles1995 – the First Hilton website!2002 – Hilton Worldwide Resorts vacation ownership2009 – largest worldwide brand in 76 countries
rebrands as Hilton Worldwide2011 – Home2 Suites introduced in Fayetteville, NC2012 – First Facebook page for Hilton
My snow is bigger than yours!Did you know that Syracuse is the snowiest big city in the entire United States?! According to Weather.com, Syracuse is #1 out of America’s 20 Snowiest Major Cities –accumulating 126.3 inches annually). Some people shy away from that but not us. We brag about it. Hard.We bragged so much that Winter decided to move here and made us the #OFFICIALHOMEOFWINTER. He needed a place where he could be himself – no matter what he threw at us. He’s got his own story, and he needed a place where he could be that guy.
Something cool to check out.
Take-Aways
• The next recession won’t be anything like the last one• Question sources and filter facts before taking action• Take action to address labor shortages…it’s more than training• Focus on unique retail that is sustainable• Active outdoor engagement appeals to all ages• Focus on the visitor experience• Live large, carry little – J Walker Smith• Remember the paperless office and Blockbuster video…some trends are temporary
Contact Information
Berkeley Young, Young Strategies, Inc
facebook/young strategiesLinkedIn/berkeleyyoung
YOUNG STRATEGIES, INC
•Destination research and strategic planning•Research and planning for 150+ destinations in 32 states•Communities, regions and states•Travel industry focused•National research data and trends analysis•Writing and speaking•Board workshops & planning sessions•Listening to travelers
