State Tourism - US - August 2013
“Travel marketers must consider the specific needs of different demographics when promoting state tourism. For example, understanding the unique tastes of Hispanic travelers, such as family-oriented travel and destinations and outdoor activities, will help reach this group. Similarly, anticipating the needs of women aged 18-34, who report specific preferences such as drivable destinations and travel with spouses and parents/family members, will help marketers resonate with this group. Additionally, responding to the aptitudes and preferences of the most affluent travelers will help target this important demographic, such as a higher likelihood to travel for business and the tendency to research their trips on hotel brand websites and travel review sites.”
– Fiona O’Donnell, Senior Analyst, Lifestyles and Leisure
Some issues addressed in this report include:
- Targeting Hispanics for domestic travel
- Appealing to Millennial women
- Meeting expectations of affluent travelers
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