ADHM 141 Lecture Notes - Lecture 14: Amusement Park, Space Tourism, Visual Flight Rules
22 Jun 2018
School
Department
Course
Professor
Market Segmentation
If we can categorize based on gender, race, education level… ect… to find different
segments which help you find which will be your target market
○
•
Classification of Travelers
(VFR- visiting friends/relatives)
○
•
The U.S. Domestic Market
Differences in Tourist behavior
Business tourist
Consumer but not customer (because company pays for it)
§
Does not choose destination
§
Travels frequently
§
Shorter in duration
§
Short Planning period
§
Less budget conscious
§
Experienced, demanding
§
○
Leisure Tourist
Both consumer and customer
§
Nearly always choose destination
§
Travels infrequently
§
Longer in duration
§
Medium planning period
§
Cost-conscious
§
Less experience/ less demanding
§
○
•
Business Travelers
Qualities:
More time-sensitive, (they want to go home asap)
§
Experienced, high demand in service
§
Spend more (because expenses are paid for)
§
Stay at hotels
§
Non-discretionary (non-voluntary)
§
Use the internet for information search, travel agent for reservation
§
Can be stressful; being away from home
§
○
Main Segments of Business Travel Market
Regular business travel: over 1 in 5 adults travel for business/ year, taking over 127
million trips
§
Meetings, conventions, and congresses: over 50 million people a year attend North
American conventions and trade shows, generating over $80 billion annually
Site selection factors include quality of hotels and presence of adequate
meeting facilities
□
Popular convention cities: San Diego San Francisco, New Orleans, Orlando
Washington DC, Chicago, Boston, San Antonio, Seattle, and Atlanta
□
Most popular month= September (organizing may-October)□
Most common type: Annual meetings□
Average length: 4.08 Days□
Average number of participants: 651□
§
Incentive travel
Recognizes participants for good performance/ level of achievement□
Motivates people to work harder□
One of fastest growing segments of travel□
§
○
Specific Segments of business travel market
Frequent business travelers
§
Women business travelers
§
Luxury/ executive
§
International
§
Occupational groupings
§
○
Factors influencing the future of business travel:
Economic
§
Regulatory
§
Globalization
§
Automation
Easier planning□
Limit travel (tele/videoconference)□
§
○
•
Pleasure & Personal Travel Market Segments
Family Pleasure
Reasons for taking family vacations
Being together□
Getting away from stress of home & work□
Finding rest and relaxation□
§
Popular family vacations
Theme park□
Amusement park□
Sun/beach resort□
Cruise□
Visiting relatives□
§
○
Gaming Market
Casinos
§
○
Senior Travel Market
Primary motivators of Senior Travel
Need to change routines□
See new things□
Visit friends and relatives□
Meet new people and experience new cultures□
Expand knowledge□
Crete memories□
§
○
Cruise Market
Growth in cruise passenger volumes worldwide
§
Only 8% of U.S. population have ever cruised
§
Great potential to expand the volume of cruise passengers
§
○
Travel by Minorities
Minorities represent 25% of total population
2020 estimate= 35%□
§
Generally they share similar travel habits but there are some differences between
minority and non-minority travelers
§
LGBT travelers spend $70 billion/ year on travel in the U.S
Top Cities- Philadelphia, Las Vegas, and San Francisco1□
§
○
•
IMPLICATIONS:
A review of the major segments of tourism market is key to getting a big picture of why
people travel
Understanding the profiles of these segments gives an indication oh how to appeal to
the various markets
Product development□
Marketing/advertising□
Services□
§
○
•
Future travel
Space tourism
○
•
TRAVELER MARKET SEGMENT CH.13
Tuesday, January 24, 2017
12:29 PM
Market Segmentation
If we can categorize based on gender, race, education level… ect… to find different
segments which help you find which will be your target market
○
•
Classification of Travelers
(VFR- visiting friends/relatives)
○
•
The U.S. Domestic Market
Differences in Tourist behavior
Business tourist
Consumer but not customer (because company pays for it)
§
Does not choose destination
§
Travels frequently
§
Shorter in duration
§
Short Planning period
§
Less budget conscious
§
Experienced, demanding
§
○
Leisure Tourist
Both consumer and customer
§
Nearly always choose destination
§
Travels infrequently
§
Longer in duration
§
Medium planning period
§
Cost-conscious
§
Less experience/ less demanding
§
○
•
Business Travelers
Qualities:
More time-sensitive, (they want to go home asap)
§
Experienced, high demand in service
§
Spend more (because expenses are paid for)
§
Stay at hotels
§
Non-discretionary (non-voluntary)
§
Use the internet for information search, travel agent for reservation
§
Can be stressful; being away from home
§
○
Main Segments of Business Travel Market
Regular business travel: over 1 in 5 adults travel for business/ year, taking over 127
million trips
§
Meetings, conventions, and congresses: over 50 million people a year attend North
American conventions and trade shows, generating over $80 billion annually
Site selection factors include quality of hotels and presence of adequate
meeting facilities
□
Popular convention cities: San Diego San Francisco, New Orleans, Orlando
Washington DC, Chicago, Boston, San Antonio, Seattle, and Atlanta
□
Most popular month= September (organizing may-October)□
Most common type: Annual meetings□
Average length: 4.08 Days□
Average number of participants: 651□
§
Incentive travel
Recognizes participants for good performance/ level of achievement□
Motivates people to work harder□
One of fastest growing segments of travel□
§
○
Specific Segments of business travel market
Frequent business travelers
§
Women business travelers
§
Luxury/ executive
§
International
§
Occupational groupings
§
○
Factors influencing the future of business travel:
Economic
§
Regulatory
§
Globalization
§
Automation
Easier planning□
Limit travel (tele/videoconference)□
§
○
•
Pleasure & Personal Travel Market Segments
Family Pleasure
Reasons for taking family vacations
Being together□
Getting away from stress of home & work□
Finding rest and relaxation□
§
Popular family vacations
Theme park□
Amusement park□
Sun/beach resort□
Cruise□
Visiting relatives□
§
○
Gaming Market
Casinos
§
○
Senior Travel Market
Primary motivators of Senior Travel
Need to change routines□
See new things□
Visit friends and relatives□
Meet new people and experience new cultures□
Expand knowledge□
Crete memories□
§
○
Cruise Market
Growth in cruise passenger volumes worldwide
§
Only 8% of U.S. population have ever cruised
§
Great potential to expand the volume of cruise passengers
§
○
Travel by Minorities
Minorities represent 25% of total population
2020 estimate= 35%□
§
Generally they share similar travel habits but there are some differences between
minority and non-minority travelers
§
LGBT travelers spend $70 billion/ year on travel in the U.S
Top Cities- Philadelphia, Las Vegas, and San Francisco1□
§
○
•
IMPLICATIONS:
A review of the major segments of tourism market is key to getting a big picture of why
people travel
Understanding the profiles of these segments gives an indication oh how to appeal to
the various markets
Product development□
Marketing/advertising□
Services□
§
○
•
Future travel
Space tourism
○
•
TRAVELER MARKET SEGMENT CH.13
Tuesday, January 24, 2017
12:29 PM
Market Segmentation
If we can categorize based on gender, race, education level… ect… to find different
segments which help you find which will be your target market
○
•
Classification of Travelers
(VFR- visiting friends/relatives)
○
•
The U.S. Domestic Market
Differences in Tourist behavior
Business tourist
Consumer but not customer (because company pays for it)
§
Does not choose destination
§
Travels frequently
§
Shorter in duration
§
Short Planning period
§
Less budget conscious
§
Experienced, demanding
§
○
Leisure Tourist
Both consumer and customer
§
Nearly always choose destination
§
Travels infrequently
§
Longer in duration
§
Medium planning period
§
Cost-conscious
§
Less experience/ less demanding
§
○
•
Business Travelers
Qualities:
More time-sensitive, (they want to go home asap)
§
Experienced, high demand in service
§
Spend more (because expenses are paid for)
§
Stay at hotels
§
Non-discretionary (non-voluntary)
§
Use the internet for information search, travel agent for reservation
§
Can be stressful; being away from home
§
○
Main Segments of Business Travel Market
Regular business travel: over 1 in 5 adults travel for business/ year, taking over 127
million trips
§
Meetings, conventions, and congresses: over 50 million people a year attend North
American conventions and trade shows, generating over $80 billion annually
Site selection factors include quality of hotels and presence of adequate
meeting facilities
□
Popular convention cities: San Diego San Francisco, New Orleans, Orlando
Washington DC, Chicago, Boston, San Antonio, Seattle, and Atlanta
□
Most popular month= September (organizing may-October)
□
Most common type: Annual meetings
□
Average length: 4.08 Days
□
Average number of participants: 651
□
§
Incentive travel
Recognizes participants for good performance/ level of achievement
□
Motivates people to work harder
□
One of fastest growing segments of travel
□
§
○
Specific Segments of business travel market
Frequent business travelers
§
Women business travelers
§
Luxury/ executive
§
International
§
Occupational groupings
§
○
Factors influencing the future of business travel:
Economic
§
Regulatory
§
Globalization
§
Automation
Easier planning□
Limit travel (tele/videoconference)□
§
○
•
Pleasure & Personal Travel Market Segments
Family Pleasure
Reasons for taking family vacations
Being together□
Getting away from stress of home & work□
Finding rest and relaxation□
§
Popular family vacations
Theme park□
Amusement park□
Sun/beach resort□
Cruise□
Visiting relatives□
§
○
Gaming Market
Casinos
§
○
Senior Travel Market
Primary motivators of Senior Travel
Need to change routines□
See new things□
Visit friends and relatives□
Meet new people and experience new cultures□
Expand knowledge□
Crete memories□
§
○
Cruise Market
Growth in cruise passenger volumes worldwide
§
Only 8% of U.S. population have ever cruised
§
Great potential to expand the volume of cruise passengers
§
○
Travel by Minorities
Minorities represent 25% of total population
2020 estimate= 35%□
§
Generally they share similar travel habits but there are some differences between
minority and non-minority travelers
§
LGBT travelers spend $70 billion/ year on travel in the U.S
Top Cities- Philadelphia, Las Vegas, and San Francisco1□
§
○
•
IMPLICATIONS:
A review of the major segments of tourism market is key to getting a big picture of why
people travel
Understanding the profiles of these segments gives an indication oh how to appeal to
the various markets
Product development□
Marketing/advertising□
Services□
§
○
•
Future travel
Space tourism
○
•
TRAVELER MARKET SEGMENT CH.13
Tuesday, January 24, 2017 12:29 PM
Document Summary
If we can categorize based on gender, race, education level ect to find differe segments which help you find which will be your target market. Consumer but not customer (because company pays for it) More time-sensitive, (they want to go home asap) Use the internet for information search, travel agent for reservation. Regular business travel: over 1 in 5 adults travel for business/ year, tak million trips. Meetings, conventions, and congresses: over 50 million people a year. American conventions and trade shows, generating over billion an. Site selection factors include quality of hotels and presence of ad meeting facilities. Popular convention cities: san diego san francisco, new orlean. Washington dc, chicago, boston, san antonio, seattle, and atlan. Recognizes participants for good performance/ level of achievem. Globalization ar, taking over 127 year attend north n annually of adequate leans, orlando. Getting away from stress of home & work. Only 8% of u. s. population have ever cruised.
