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In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012

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Jeff Welch, President of MercuryCSC, was invited to speak at ITB and discuss our approach to marketing and communications for travel brands and destinations. It’s an approach that that at its core sets travel apart from tourism.

Read more at mercurycsc.com/blog

Published in: Travel, Business
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In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012

  1. 1. Be Yourself. THE NEW MODEL OF TRAVEL ITB BERLIN: MARCH 8, 2012 MERCURYcscThursday, March 15, 2012
  2. 2. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  3. 3. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  4. 4. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  5. 5. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  6. 6. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  7. 7. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  8. 8. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  9. 9. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  10. 10. TOURISM OR TRAVEL? MERCURYcscThursday, March 15, 2012
  11. 11. The Geotraveler is interested in you. MERCURYcscThursday, March 15, 2012
  12. 12. The Geotraveler is interested in you. Are you invested in being something else? MERCURYcscThursday, March 15, 2012
  13. 13. MERCURYcscThursday, March 15, 2012
  14. 14. MERCURYcscThursday, March 15, 2012
  15. 15. MERCURYcscThursday, March 15, 2012
  16. 16. MERCURYcscThursday, March 15, 2012
  17. 17. OLD MODEL: TOURISM If you build it, they will come. MERCURYcscThursday, March 15, 2012
  18. 18. NEW MODEL: TRAVEL Be yourself and they will come? MERCURYcscThursday, March 15, 2012
  19. 19. MERCURYcscThursday, March 15, 2012
  20. 20. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES MERCURYcscThursday, March 15, 2012
  21. 21. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES #16 in Outside Magazine’s 50 Best Places to Work MERCURYcscThursday, March 15, 2012
  22. 22. General Travel Adventure Travel ANNUAL GROWTH RATE 17% 4% Source: Adventure Travel Trade Association George Washington University MERCURYcscThursday, March 15, 2012
  23. 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 MERCURYcscThursday, March 15, 2012
  24. 24. GEOTRAVELERS ARE LEADING AMERICA’S AWAKENING CULTURAL LANDSCAPE MERCURYcscThursday, March 15, 2012
  25. 25. Travel is not something they do... IT IS PART OF WHO THEY ARE. MERCURYcscThursday, March 15, 2012
  26. 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 MERCURYcscThursday, March 15, 2012
  27. 27. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY PERSONAL SHARED AWAKENING HUMANITY MERCURYcscThursday, March 15, 2012
  28. 28. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY CONNECTION PERSONAL SHARED AWAKENING HUMANITY MERCURYcscThursday, March 15, 2012
  29. 29. NEEDS = $ MERCURYcscThursday, March 15, 2012
  30. 30. MERCURYcscThursday, March 15, 2012
  31. 31. HOW TO COMMUNICATE WITH GEOTRAVELERS MERCURYcscThursday, March 15, 2012
  32. 32. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly MERCURYcscThursday, March 15, 2012
  33. 33. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe MERCURYcscThursday, March 15, 2012
  34. 34. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible MERCURYcscThursday, March 15, 2012
  35. 35. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible • Convey your expertise MERCURYcscThursday, March 15, 2012
  36. 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 MERCURYcscThursday, March 15, 2012
  37. 37. MERCURYcscThursday, March 15, 2012
  38. 38. MERCURYcscThursday, March 15, 2012
  39. 39. MERCURYcscThursday, March 15, 2012
  40. 40. MERCURYcscThursday, March 15, 2012
  41. 41. MERCURYcscThursday, March 15, 2012
  42. 42. MERCURYcscThursday, March 15, 2012
  43. 43. MERCURYcscThursday, March 15, 2012
  44. 44. MERCURYcscThursday, March 15, 2012
  45. 45. NEW MODEL: TRAVEL MERCURYcscThursday, March 15, 2012
  46. 46. NEW MODEL: TRAVEL Be yourself. Be traveler focused. Speak frankly. MERCURYcscThursday, March 15, 2012

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