In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012
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The document discusses a shift from the old model of tourism to a new model of travel. The new model focuses on attracting geotravelers, defined as travelers interested in authentic experiences who value places and activities. It recommends communicating with geotravelers by telling stories frankly, inspiring tribes, localizing content, conveying expertise, and integrating sustainability.
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In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012
- 1. Be Yourself. THE NEW MODEL OF TRAVEL ITB BERLIN: MARCH 8, 2012 MERCURYcsc Thursday, March 15, 2012
- 2. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 3. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 4. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 5. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 6. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 7. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 8. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 9. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 10. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012
- 11. The Geotraveler is interested in you. MERCURYcsc Thursday, March 15, 2012
- 12. The Geotraveler is interested in you. Are you invested in being something else? MERCURYcsc Thursday, March 15, 2012
- 13. MERCURYcsc Thursday, March 15, 2012
- 14. MERCURYcsc Thursday, March 15, 2012
- 15. MERCURYcsc Thursday, March 15, 2012
- 16. MERCURYcsc Thursday, March 15, 2012
- 17. OLD MODEL: TOURISM If you build it, they will come. MERCURYcsc Thursday, March 15, 2012
- 18. NEW MODEL: TRAVEL Be yourself and they will come? MERCURYcsc Thursday, March 15, 2012
- 19. MERCURYcsc Thursday, March 15, 2012
- 20. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES MERCURYcsc Thursday, March 15, 2012
- 21. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES #16 in Outside Magazine’s 50 Best Places to Work MERCURYcsc Thursday, March 15, 2012
- 22. General Travel Adventure Travel ANNUAL GROWTH RATE 17% 4% Source: Adventure Travel Trade Association George Washington University MERCURYcsc Thursday, March 15, 2012
- 23. GEOTRAVELERS VALUE AUTHENTIC PLACES • 55 million U.S. Geotravelers • 25% higher HH income • Take 30% more trips • Are influentials, the first to adopt products within their primary area of passion • Reconnecting with traditional activities • Mindful and attracted to simplicity • Already adapted to the new era in which our economy is emerging MERCURYcsc Thursday, March 15, 2012
- 24. GEOTRAVELERS ARE LEADING AMERICA’S AWAKENING CULTURAL LANDSCAPE MERCURYcsc Thursday, March 15, 2012
- 25. Travel is not something they do... IT IS PART OF WHO THEY ARE. MERCURYcsc Thursday, March 15, 2012
- 26. ”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 MERCURYcsc Thursday, March 15, 2012
- 27. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY PERSONAL SHARED AWAKENING HUMANITY MERCURYcsc Thursday, March 15, 2012
- 28. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY CONNECTION PERSONAL SHARED AWAKENING HUMANITY MERCURYcsc Thursday, March 15, 2012
- 29. NEEDS = $ MERCURYcsc Thursday, March 15, 2012
- 30. MERCURYcsc Thursday, March 15, 2012
- 31. HOW TO COMMUNICATE WITH GEOTRAVELERS MERCURYcsc Thursday, March 15, 2012
- 32. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly MERCURYcsc Thursday, March 15, 2012
- 33. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe MERCURYcsc Thursday, March 15, 2012
- 34. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible MERCURYcsc Thursday, March 15, 2012
- 35. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible • Convey your expertise MERCURYcsc Thursday, March 15, 2012
- 36. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible • Convey your expertise • Integrate mindfulness & sustainability into the business itself MERCURYcsc Thursday, March 15, 2012
- 37. MERCURYcsc Thursday, March 15, 2012
- 38. MERCURYcsc Thursday, March 15, 2012
- 39. MERCURYcsc Thursday, March 15, 2012
- 40. MERCURYcsc Thursday, March 15, 2012
- 41. MERCURYcsc Thursday, March 15, 2012
- 42. MERCURYcsc Thursday, March 15, 2012
- 43. MERCURYcsc Thursday, March 15, 2012
- 44. MERCURYcsc Thursday, March 15, 2012
- 45. NEW MODEL: TRAVEL MERCURYcsc Thursday, March 15, 2012
- 46. NEW MODEL: TRAVEL Be yourself. Be traveler focused. Speak frankly. MERCURYcsc Thursday, March 15, 2012