Some market research and introductory information about the Geotraveler, an emerging and important segment of the travel and outdoor industries. Travel is not something they do. Travel is something they are.

1. MERCURY csc
THE GEOTRAVELER
An Introduction to the Most Active
and Influential Consumer in Travel

2. ”I think travel should be a full-body experience
— that we ought to observe and absorb the natural
world, the culture, the language, the local arts —
with curiosity and respect.”
— Hayden
MERCURYcsc

3. Definition of Geotourism
”The Geo-traveler is concerned with preserving a
destination’s geographic character–the entire
combination of natural and human attributes that
make one place distinct from another. They are
interested in both the cultural and environmental
concerns regarding travel as well as the local impact
tourism has upon the communities and their
individual economies and lifestyles.”
— Geotourism Study, NatGeo and TIA, 2002
© 2012
The Geotraveler MERCURYcsc

4. Who are the Geotravelers?
• Estimated to be between 55-59MM U.S. Geotravelers
and growing
• Median HH Income is $70,000 USD
• 20% have HH Incomes above $100K USD
• Average age is 48 years old
• 44% have traveled internationally in the last 3 years
• Take 30% more trips than other travelers
• Are early adopters and influencers over other
segments within their primary area of
passion-travel
© 2012
The Geotraveler MERCURYcsc

5. Travel is not something they do...
Travel is who they are. PAUL L. DINEEN
© 2012
© 2012
The Geotraveler MERCURYcsc

6. Desire for Connection
AUTHENTICITY
PERSONAL SHARED
AWAKENING HUMANITY
THE CONNECTION THAT MAKES
THE BEST TRIP FOR YOUR
TARGET AUDIENCE
© 2012
© 2012
The Geotraveler MERCURYcsc

7. Personal Awakening
”I think that a good trip is a relaxing one,
but a GREAT trip is often in part, miserable
–like a birth of sorts.
In 2002, I took a trip to TImbuktu.
The journey was brutal, but something
broke inside me that needed breaking.
Years later–I am still trying to sort out that
journey in my soul.
And I am hungry for more experiences
of that kind.”
— Brooke
(Brooke) On the Sahara
© 2012
© 2012
The Geotraveler MERCURYcsc

8. Shared Humanity
”Though this last trip wasn’t pretty,
the expressions of sympathy
offered were deeply humanizing
and a reminder of why one should
stop out of one’s own front yard
and immerse oneself in the
unpredictable and receptive and
surprisingly tender world.”
— Liz
(Becca) Young Masai
Chyulu Hills Village, Kenya
© 2012
© 2012
The Geotraveler MERCURYcsc

9. Authenticity
”Then he took me to meet his wife and
family and have lunch. At one point he had
an all-out fight with his daughter right
there at the table! It was so quintessential
Italian. Hands flying, voices raised and
family, the heart of it all.”
— Becca
© 2012
© 2012
The Geotraveler MERCURYcsc

10. Forces of Change
1. Desire for personalization
2. No time
3. Economic squeeze
4. Pervasive technology
5. Accessible luxury
6. Desire for a healthy planet
© 2012
© 2012
The Geotraveler MERCURYcsc

11. Essential Truths + Forces of Change = Geotraveler Trends
1. Desire for personalization • Rise of the expert and local
expertise
2. No time
AUTHENTICITY 3. Economic squeeze
• ”Done in a day”
4. Pervasive technology
• Multi-dimensional trips
5. Accessible luxury
• Return of camping
6. Desire for a healthy planet
• Culture closer to home
PERSONAL SHARED
AWAKENING HUMANITY • Self-directed travel planner
• ”Softening” of adventure
travel
• Importance of localization
THE CONNECTION THAT MAKES
THE BEST TRIP FOR YOUR • Increased interest in
TARGET AUDIENCE
sustainable travel options
© 2012
The Geotraveler MERCURYcsc

12. Geotravelers and the
”Post/Lingering Recession”
• 89% anticipate taking the same or more leisure trips
in the coming year
• Many are traveling closer to home with a shorter
window of planning
• Reconnecting with traditional activities such as
camping, baking and gardening
• Mindful and attracted to simplicity, have already
adapted to the new era in which the U.S economy is
emerging
• Focusing their real spending on elective consumption
of meaningful goods
© 2012
The Geotraveler MERCURYcsc

13. The Geotraveler’s Dichotomy
• Craving Authentic Connections & Destinations
vs. Socio-Environmental Consciousness
” What is an ethical traveler?
I could go back and forth on
this for a long time, weighing
the impact versus the benefit
of quality cultural exchange
with unintended negative
impacts on a culture and the
landscape.
All of this against the
backdrop of urgency to visit
these cultures and locales
before they are lost to the
mass consumer culture.”
— Brooke
© 2012
The Geotraveler MERCURYcsc

14. Insights for the Travel Marketer
We hold our research accountable to three criteria:
• Insightful
• Identifiable
• Actionable
The true measure of our research comes from its ability
to close the gap between left brain logic and right brain
creativity to produce successful marketing and
communication campaigns.
© 2012
The Geotraveler MERCURYcsc

15. Decision-Making Criteria for
Geotraveler Purchases
• Connects me to a passion
• Provides a high degree of utility
• Makes me unique
• Saves me time
• Gives me knowledge or expertise
© 2012
The Geotraveler MERCURYcsc

16. Successful Communication Principles
To Engage the Geotraveler
• Tell your story, frankly
• Inspire your tribe
• Localize as much as possible
• Convey your expertise
• Integrate mindfulness & sustainability
into the business itself
© 2012
The Geotraveler MERCURYcsc

17. Looking Ahead
As more travel brands and destinations enter into the
competition for the world’s tourism activity, we believe the most
successful brands and destinations will position themselves to
find more Geotravelers, not just more travelers.
If you are interested in learning more about our research and
how the Geotraveler can elevate your brand, please contact us:
Alexi Huntley Khajavi
Director of Global Strategy
alexihkhajavi@mercurycsc.com
406.922.2298
© 2012
MERCURYcsc