
What’s your tribe? We’re quite used to marketing to boomers, singles, families, seniors, gays, greens and other demographic groups. However, some new research says to start thinking of “tribes” instead. Sensationals are the youngest (average age: 40) and largest tribe. There are 16.6 million households in this tribe, spending $59.5 billion on travel annually. These are adventurers, often single and perhaps prone to quick travel decisions. Families are the second youngest tribe (average age of 42 in 13.6 million households and spending $43 billion). These often are dual-income households. Travel safety is a concern, as are predictable experiences. Touristers are slightly older and spend 25 percent more than the Family tribe (average age 47 and spending $54.5 billion). They take more trips, spend more and love the outdoors. Extraordinaires are the tribe of elders and also the wealthiest (average age of 52 in 15.4 million households and spending $52.5 billion). Many are empty-nesters. They love the arts and enjoy cultural experiences. Researchers at Ypartnership and the Harrison Group say this "goal-based segmentation" cuts across traditional demographic sets such as age and income and enables travel marketers to see the distinct set of vacation needs and desires of each tribe. Travel Weekly offered a full report on this tribal concept. That chocolate just might be good for you Can there be chocolate without guilt? An extensive study by German nutritionists monitoring more than 19,000 people and their chocolate consumption over a decade found that daily consumption of 7.5 grams of dark chocolate, at least 70 percent cocoa, could reduce your risk of a heart attack or stroke by 39 percent and could also lead to lower blood pressure. However, there is a catch. It’s the most expensive, purest chocolate that’s the best for you. The German report was good news for Florida travel writer Kay Harwell Fernandez, who maintains a Web site called Chocolate Travel. One of her current stories explains how chocolate figured into the history of George Washington’s Mount Vernon estate in Virginia. Appreciate those negative reviews There’s a lot to be said positively about a negative online review. Unlikely as it sounds, there are case studies showing that negative reviews, at least when mixed with positive ones, are a clear driver of sales. If all of your product reviews are glowing, people doubt their authenticity. Another positive of negative comments is that they inspire you to listen to and respond to dissatisfied customers. Each negative review is a chance to make an unhappy customer happy and to identify why certain products are falling short of expectations. Here’s a fuller look at this paradox. Consider it a pep talk about negativity. Speaking of negative comments... Some businesses have been known to bring out the heavy artillery by suing someone who has posted a negative comment online, but that tactic is frowned on and in some cases illegal. Here’s a quick look at what’s called a “slapp suit.” That’s an acronym for “strategic lawsuit against public participation.” At midway point, tour operators see good year Members of the U.S. Tour Operators Association are a happy lot. An informal poll showed that 92 percent said business has been up since the beginning of the year, significantly exceeding their expectations. "Pent up demand for travel, a somewhat stronger economy, and more discretionary income are some of the factors fueling the growth in travel bookings," said John Stachnik, USTOA chairman. "Business has picked up dramatically since the first of the year, with several record weeks." Sales of international tours, vacation packages and custom arrangements led the way, and domestic vacation bookings are up an average of 33 percent.	July 2010 RV industry shows signs of better times The RV industry got hammered by the recession, but there are signs of recovery. The glory days of 2006 saw 400,000 RVs roll off the production line, but that number plunged to 165,000 in 2009. However, sales this year have started to pick up, and the forecast for 2010 is for more than 200,000. (Source: Recreational Vehicle Industry Association) 5 ways to irritate hotel guests Grab a pen and write down the five things that annoy you most during a hotel stay. We’ll concede that uncomfortable beds are at the top of everyone’s list, but what are four more? D.K. Shifflet & Associates conducted a national online survey of people who had stayed in hotels in the last three months and asked them. What are they? 1. Uncomfortable beds 2. Charging for Internet access 3. Hidden fees added at checkout 4. Charging for parking 5. Thin walls between rooms STS Events STS Marketing College Travel & Tourism Education July 25-30, Dahlonega, Ga. Learn more STS Fall Meeting Conversations: Moving Travel and Tourism Discussions Forward Sept. 8 - 10, Greenville, S.C. Learn more Contact STS 404.364.9847 sts@southeasttourism.org www.southeasttourism.org
Southeast Tourism Society Corporate Partners

What’s your tribe?

We’re quite used to marketing to boomers, singles, families, seniors, gays, greens and other demographic groups. However, some new research says to start thinking of “tribes” instead.

Sensationals are the youngest (average age: 40) and largest tribe. There are 16.6 million households in this tribe, spending $59.5 billion on travel annually. These are adventurers, often single and perhaps prone to quick travel decisions.
Families are the second youngest tribe (average age of 42 in 13.6 million households and spending $43 billion). These often are dual-income households. Travel safety is a concern, as are predictable experiences.
Touristers are slightly older and spend 25 percent more than the Family tribe (average age 47 and spending $54.5 billion). They take more trips, spend more and love the outdoors.
Extraordinaires are the tribe of elders and also the wealthiest (average age of 52 in 15.4 million households and spending $52.5 billion). Many are empty-nesters. They love the arts and enjoy cultural experiences.

Researchers at Ypartnership and the Harrison Group say this "goal-based segmentation" cuts across traditional demographic sets such as age and income and enables travel marketers to see the distinct set of vacation needs and desires of each tribe. Travel Weekly offered a full report on this tribal concept.

That chocolate just might be good for you

Can there be chocolate without guilt? An extensive study by German nutritionists monitoring more than 19,000 people and their chocolate consumption over a decade found that daily consumption of 7.5 grams of dark chocolate, at least 70 percent cocoa, could reduce your risk of a heart attack or stroke by 39 percent and could also lead to lower blood pressure.

However, there is a catch. It’s the most expensive, purest chocolate that’s the best for you.

The German report was good news for Florida travel writer Kay Harwell Fernandez, who maintains a Web site called Chocolate Travel. One of her current stories explains how chocolate figured into the history of George Washington’s Mount Vernon estate in Virginia.

Appreciate those negative reviews

There’s a lot to be said positively about a negative online review. Unlikely as it sounds, there are case studies showing that negative reviews, at least when mixed with positive ones, are a clear driver of sales. If all of your product reviews are glowing, people doubt their authenticity.

Another positive of negative comments is that they inspire you to listen to and respond to dissatisfied customers. Each negative review is a chance to make an unhappy customer happy and to identify why certain products are falling short of expectations.

Here’s a fuller look at this paradox. Consider it a pep talk about negativity.

Speaking of negative comments...

Some businesses have been known to bring out the heavy artillery by suing someone who has posted a negative comment online, but that tactic is frowned on and in some cases illegal. Here’s a quick look at what’s called a “slapp suit.” That’s an acronym for “strategic lawsuit against public participation.”

At midway point, tour operators see good year

Members of the U.S. Tour Operators Association are a happy lot. An informal poll showed that 92 percent said business has been up since the beginning of the year, significantly exceeding their expectations.

"Pent up demand for travel, a somewhat stronger economy, and more discretionary income are some of the factors fueling the growth in travel bookings," said John Stachnik, USTOA chairman. "Business has picked up dramatically since the first of the year, with several record weeks." Sales of international tours, vacation packages and custom arrangements led the way, and domestic vacation bookings are up an average of 33 percent.

July 2010

RV industry shows signs of better times

The RV industry got hammered by the recession, but there are signs of recovery. The glory days of 2006 saw 400,000 RVs roll off the production line, but that number plunged to 165,000 in 2009.

However, sales this year have started to pick up, and the forecast for 2010 is for more than 200,000. (Source: Recreational Vehicle Industry Association)

5 ways to irritate hotel guests

Grab a pen and write down the five things that annoy you most during a hotel stay. We’ll concede that uncomfortable beds are at the top of everyone’s list, but what are four more? D.K. Shifflet & Associates conducted a national online survey of people who had stayed in hotels in the last three months and asked them.

What are they?

1. Uncomfortable beds
2. Charging for Internet access
3. Hidden fees added at checkout
4. Charging for parking
5. Thin walls between rooms

STS Events

STS Marketing College
Travel & Tourism Education
July 25-30, Dahlonega, Ga.
Learn more

STS Fall Meeting
Conversations: Moving Travel and Tourism Discussions Forward
Sept. 8 - 10, Greenville, S.C.
Learn more

Contact STS

404.364.9847
sts@southeasttourism.org
www.southeasttourism.org

Southeast Tourism Society Corporate Partners

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