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Family Focus On My Mind - The Next Big Thing in Upscale Travel |
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Melissa Bradley’s On My Mind message in the Sept-Oct issue of Indagare—family focused travel--just happened to be what was on my mind as I reviewed some of the most recent surveys on consumer travel behavior in a struggling economy.
All the evidence—whether you are looking at the Amex-Harrison Group
study we reviewed in our last issue, or the Ipsos Mendelsohn
Affluence Report completed in September,--shows Family First when it
comes to disposable dollars.
For travel in particular, Bradley says, ” More than just being inspired
by reading about beautiful places, Indagare’s members have expressed a
desire for guidance, especially when it comes to life’s most cherished
journeys: those with their families”
“ What’s important on such trips,” she adds, “ is spending uninterrupted quality time with loved ones.”
We believe family focus is going to be front of mind for a long time to
come, long after the punishing economic climate has subsided. Provider
brands will be hard pressed to provide much more than kiddie or junior,
or young adult activities. Smart
travel agents will have to rise to higher levels of creativity and
performance on the family front to sustain customer loyalty and earn
the benefits of word of mouth in the neighborhood.
At the American Express Publishing –HarrisonGroup presentation last
month Cara David, co-director of the study and Senior Vice-President,
Strategic Insights, Marketing and Sales, American Express Publishing
said, ”We will see significant reductions in intended spending for
jewelry, fashion, accessories and other personal items.”
At the same time, spending for the family – automobiles, travel,
children’s clothing and home décor – are trending up, even over June
numbers, according to David.
We’ll be tracking the trend carefully, and we are seeing evidence of
some smart marketing in that direction—including Indagare, of
course—that will be featured in upcoming hospitality brand interviews
Hershel Sarbin
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