Travel market segmentation
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Workshop about Travel market segemntation for the students of tourism marketing on the Slovenina University Turistica in Portoro?
Travel market segmentation
- 1. Sve za svakog je ni?ta za nikog! Adriano Po?ari? Turizam Info 1
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- 14. BABY BOOMERS? 1946. - 1964.? >77 mil in US / 200 mil in Europe)? post-war economy / 2008.-2012.? peak in consumer spendings? by age 50 14
- 15. DINKS? Dual Income, No Kids? Luxury items,? exp. cars, vacations 15
- 16. BOOMERANG / KIPPERS ? (kids in parents’ pockets eroding retirement savings) 16
- 17. DEWKS? Dually Employed With Kids ? (Toys, children’s clothes, Disneyland) 17
- 18. SANDWICH? Obligation to care for parents and kids 18
- 19. YUPCAP? Young Urban Professional middle management, 25-35) 19
- 20. YAWN ? Young And Wealthy But Normal? (extravagant lifestyle) 20
- 21. YUPPIE ? Young business people? (BMW,Armani, Mo?t Chandon) 21
- 22. EIAT 9/201122
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- 30. 30 852.4 mil
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- 32. 32 Strategija razvoja de?nirala je 5 tr?i?ta
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- 37. 37 Wrigley’s story On a train journey to California a friend asked Mr. Wrigley why, with the lions share of the market*, he continued to advertise his chewing gum. “How fast do you think this train is going?” asked Wrigley. “I would say about ninety miles an hour.” the friend replied. “Well then said Wrigley, do you suggest we unhitch the engine?” The truth is, no matter how good you are, if you do not advertise or stop advertising, your product will be forgotten amongst a barrage of competition. *95%
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- 39. 39 Destination 1) segment A + media + teritory 2) segment B + media + teritory 3) Microsegment A + media 4) Microsegment B + media 5) Event + segment + teritory + media