【正文】 Travel and Consumer Trends Ohio Travel Association Fall Conference October 2023 Overview ?Key Travel Trends – Yankelovich Leisure Travel Monitor – Travel Industry Association of America ?Key Consumer Trends – Psychographics Iconoculture: the future ain’t what it used to be – Yankelovich – Rocking the Ages (Generational Marketing) Yankelovich Leisure Travel Monitor 2023 Brand Charisma ?The 2023 Monitor focuses on building “Brand Charisma.” The report discusses that consumer are disenchanted with the marketplace and business as usual. Customers must be resold on the marketplace in general and with the specific brand. Brand Charisma ?Brand Charisma is “the ability of a brand to inspire and attract consumers with such passion that they aggressively seek the brand out.” Brand Charisma For a brand to have charisma it must: ? Embody a pelling sense of leadership – through integrity, authenticity and a tangible vision of the future ? Display momentum, imagination and 233。lan ? Be a lightening rods for a positive emotion ? Care about consumers more than they care about themselves ? Recognize when the consumer’s mindset or lifestyle changes and immediately lets the consumer know it knows Marketing Trends Reselling a consumer requires: 168。 Letting go of conventional assumptions of what ill motivate and satisfy consumers because these assumptions are now in danger of being worse than unhelpful if they speak to a consumer mindset that no longer exists. 168。 Starting from the premise that consumers will actively resist standard marketing efforts. Marketing Trends o Acknowledging that many elements of value have either bee a cost of entry or have lost their power because they have bee monplace. o Identifying emerging, relevant payoffs that will offer consumers a sense that what they do and what they buy – and how they buy it – adds meaning and satisfaction to their lives. Trip Experiences Attributes Considered Extremely/Very Desirable 2023 % 2023 % Experimentation/Fantasy/Ambiance ? Beautiful Scenery 84 86 ? A place I have never visited 75 81 ? A beach experience 63 66 ? An opportunity to eat different cuisines 52 59 ? A hotel with casually elegant ambiance 49 52 ? Nightlife and live entertainment 47 52 ? Option of scheduling vacation activities prior to arrival 47 52 ? A hotel with an historical ambiance 40 46 Trip Experiences 2023 % 2023 % ? Going to theme parks 44 43 ? A destination that is remote/untouched 43 43 ? A hotel or resort with a distinctive theme or atmosphere 36 42 ? A hotel with a formal/elegant d233。cor 36 35 ? Going to a spa 33 34 ? A boutique hotel unusual atmosphere 30 32 ? Learning a new skill or activity 30 30 ? Being able to gamble 25 25 Trip Experiences 2023 % 2023 % Physical Activities ? Getting exercise 45 45 ? Hiking and outdoor adventure 39 42 ? Snorkeling or scuba diving 30 39 ? Bicycling trips through the countryside 23 25 ? Snow skiing 19 17 ? Playing golf 15 16 ? Mountain biking 12 15 ? Snowboarding 12 10 ? Playing tennis 7 6 Trip Experiences 2023 % 2023 % Other activities ? Participating in activities with children 69 65 ? Visiting arts/architecture/ historical sites 49 52 ? A hotel having a kids club or anized family activities 43 41 ? Shopping 45 39 Trip Experiences 2023 % 2023 % Familiarity/Control ? Safety of a hotel or motel 86 84 ? Safety of a destination 77 78 ? A place I have visited before 54 55 ? Having a separate children’s/ teens program 27 30