Adventure travel is on the rise, baby boomers are spending more on travel, defining local experiences, engaging with online viewers and Adidas’ innovation in marketing. Read on for these stories and more of the week’s trends and news on today’s Friday Five.
1. Adventure travel is a growing segment of tourism
Adventure travel is booming, according to a joint survey conducted by Travel Leaders Group and the Adventure Travel Trade Association. This survey of leisure-selling travel agents reflects a diverse range of adventure travelers ages 29-60, with 22% of all adventure travelers being ages 51 – 60. Something notable about the findings is the length of these trips: the majority of adventure travel trips range from 7 – 10 days, with 21% of travelers booking a whopping 11 day stays or longer. The top three destinations for adventure travel are Western Europe (France, Italy, Germany, U.K., Norway, Switzerland, etc.); Central America (Belize, Costa Rica, Guatemala) and North America (U.S. and Canada). Top adventure activities including cultural tours, hiking/walking/trekking and culinary and foodie activities.
What adventures await in your destination?
2. Baby boomers are a growing demographic in tourism
An older generation of travelers are packing their bags to find their own adventures. A recent Skift article says by 2050, 16% of the population will be 65 or older with a growing interest to explore. U.K brokerage firm Bernstein conducted research that revealed that over-65-year-olds have been a major source of travel spending growth in the U.K. for the past fifteen years. Access to retirement pensions allows this generation more opportunity to make more adventurous travel decisions. There is a possibility for this to become a global trend as older populations are projected to grow in China, Germany and the U.S. from now through 2050.
What are some methods your brand is using to market to this demographic?
3. Brands need to redefine “local” to engage customers
With a growing desire to experience authenticity while traveling, more and more people are giving increased priority to navigating a destination like a “local”. However, according to a recent Tnooz article, there is no clear definition on what signifies a “local experience” – some describe it as an experience unique to that destination, while others are more literal, defining it as an experience you can within a certain proximity of that destination. The article further explores this concept and examines how defining experiences impacts consumers. With sixty-three percent of travellers saying that having local experiences are very important when they travel, destination marketers should consider how they can tap into this desire and offer those experiences, despite how commonplace or “generic” they may seem.
What are some “local experiences” you can market to your customers?
4. 5 tips to engage Youtube audiences
With rapid growth in the online video landscape, engaging with viewers is a major factor in building and growing loyal customers. According to Tubefilter, toy and entertainment companies offer a compelling model to follow when it comes to engaging video viewers, such as leading with storytelling and consistency in content production. For example, with more than five million subscribers on YouTube, LEGO shared more than 5,000 videos in 2017. It is a surplus from YouTube’s recommended 3-5 posts per weeks, but shows a dedication to consistency and helps build an engaged community.
Which of these tips would you follow to build and grow your brand’s online community?
5. Adidas engages customers with non-digital influencer campaign
How can your brand remix traditional media to promote your brand?
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About the Author, Leonard McIntosh
After two years spent supporting public relations and social media teams at organizations such as the Newport Beach Film Festival and The Ace Agency in Orange County, Leonard joined McCue in 2016 and quickly worked his way up from PR Assistant to Account Coordinator. A passionate traveler, Leonard lived in Florence, Italy for a summer, which served as home base for his travels through Europe. During his college tenure at CSU Fullerton, where he received his B.A. in Communications, he served as VP of Public Relations for the National Society of Collegiate Scholars. He brings both his love of travel and communications skills to the job, supporting clients with media research, pitching, writing, social media content development and reporting.