In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012

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The document discusses a shift from the old model of tourism to a new model of travel. The new model focuses on attracting geotravelers, defined as travelers interested in authentic experiences who value places and activities. It recommends communicating with geotravelers by telling stories frankly, inspiring tribes, localizing content, conveying expertise, and integrating sustainability.

Viajes Empresariales

Be Yourself.
THE NEW MODEL OF TRAVEL
ITB BERLIN: MARCH 8, 2012

MERCURYcsc

Thursday, March 15, 2012

TOURISM OR TRAVEL?

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Thursday, March 15, 2012

The Geotraveler is interested in you.

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Thursday, March 15, 2012

The Geotraveler is interested in you.
Are you invested in being something else?

MERCURYcsc

Thursday, March 15, 2012

OLD MODEL: TOURISM
If you build it, they will come.

MERCURYcsc

Thursday, March 15, 2012

NEW MODEL: TRAVEL
Be yourself and they will come?

MERCURYcsc

Thursday, March 15, 2012

CONNECTING BRANDS WITH PEOPLE WHO VALUE
AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES

MERCURYcsc

Thursday, March 15, 2012

CONNECTING BRANDS WITH PEOPLE WHO VALUE
AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES

#16 in Outside Magazine’s 50 Best Places to Work

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General Travel Adventure Travel
ANNUAL GROWTH RATE

17%

4%

Source: Adventure Travel Trade Association
George Washington University

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GEOTRAVELERS VALUE AUTHENTIC PLACES
• 55 million U.S. Geotravelers
• 25% higher HH income
• Take 30% more trips
• Are influentials, the first to adopt products within their primary area
of passion
• Reconnecting with traditional activities
• Mindful and attracted to simplicity
• Already adapted to the new era in which our economy is emerging

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Thursday, March 15, 2012

GEOTRAVELERS ARE LEADING AMERICA’S AWAKENING

CULTURAL LANDSCAPE

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Travel is not something they do...
IT IS PART OF WHO THEY ARE.

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Thursday, March 15, 2012

”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

Thursday, March 15, 2012

TRAVEL REPRESENTS THE APEX OF THEIR NEEDS

AUTHENTICITY

PERSONAL SHARED
AWAKENING HUMANITY

MERCURYcsc

Thursday, March 15, 2012

TRAVEL REPRESENTS THE APEX OF THEIR NEEDS

AUTHENTICITY CONNECTION

PERSONAL SHARED
AWAKENING HUMANITY

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NEEDS = $

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Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe
• Localize as much as possible

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe
• Localize as much as possible
• Convey your expertise

MERCURYcsc

Thursday, March 15, 2012

HOW TO COMMUNICATE WITH GEOTRAVELERS

• Tell your story frankly
• Inspire your tribe
• Localize as much as possible
• Convey your expertise
• Integrate mindfulness & sustainability
into the business itself

MERCURYcsc

Thursday, March 15, 2012

NEW MODEL: TRAVEL

MERCURYcsc

Thursday, March 15, 2012

NEW MODEL: TRAVEL
Be yourself.
Be traveler focused.
Speak frankly.

MERCURYcsc

Thursday, March 15, 2012

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In Travel, Be Yourself. Everywhere Else is Already Taken | ITB Berlin 2012

1. Be Yourself. THE NEW MODEL OF TRAVEL ITB BERLIN: MARCH 8, 2012 MERCURYcsc Thursday, March 15, 2012

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5. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

6. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

7. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

8. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

9. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

10. TOURISM OR TRAVEL? MERCURYcsc Thursday, March 15, 2012

11. The Geotraveler is interested in you. MERCURYcsc Thursday, March 15, 2012

12. The Geotraveler is interested in you. Are you invested in being something else? MERCURYcsc Thursday, March 15, 2012

13. MERCURYcsc Thursday, March 15, 2012

14. MERCURYcsc Thursday, March 15, 2012

15. MERCURYcsc Thursday, March 15, 2012

16. MERCURYcsc Thursday, March 15, 2012

17. OLD MODEL: TOURISM If you build it, they will come. MERCURYcsc Thursday, March 15, 2012

18. NEW MODEL: TRAVEL Be yourself and they will come? MERCURYcsc Thursday, March 15, 2012

19. MERCURYcsc Thursday, March 15, 2012

20. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES MERCURYcsc Thursday, March 15, 2012

21. CONNECTING BRANDS WITH PEOPLE WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES #16 in Outside Magazine’s 50 Best Places to Work MERCURYcsc Thursday, March 15, 2012

22. General Travel Adventure Travel ANNUAL GROWTH RATE 17% 4% Source: Adventure Travel Trade Association George Washington University MERCURYcsc Thursday, March 15, 2012

23. GEOTRAVELERS VALUE AUTHENTIC PLACES • 55 million U.S. Geotravelers • 25% higher HH income • Take 30% more trips • Are influentials, the first to adopt products within their primary area of passion • Reconnecting with traditional activities • Mindful and attracted to simplicity • Already adapted to the new era in which our economy is emerging MERCURYcsc Thursday, March 15, 2012

24. GEOTRAVELERS ARE LEADING AMERICA’S AWAKENING CULTURAL LANDSCAPE MERCURYcsc Thursday, March 15, 2012

25. Travel is not something they do... IT IS PART OF WHO THEY ARE. MERCURYcsc Thursday, March 15, 2012

26. ”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 Thursday, March 15, 2012

27. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY PERSONAL SHARED AWAKENING HUMANITY MERCURYcsc Thursday, March 15, 2012

28. TRAVEL REPRESENTS THE APEX OF THEIR NEEDS AUTHENTICITY CONNECTION PERSONAL SHARED AWAKENING HUMANITY MERCURYcsc Thursday, March 15, 2012

29. NEEDS = $ MERCURYcsc Thursday, March 15, 2012

30. MERCURYcsc Thursday, March 15, 2012

31. HOW TO COMMUNICATE WITH GEOTRAVELERS MERCURYcsc Thursday, March 15, 2012

32. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly MERCURYcsc Thursday, March 15, 2012

33. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe MERCURYcsc Thursday, March 15, 2012

34. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible MERCURYcsc Thursday, March 15, 2012

35. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible • Convey your expertise MERCURYcsc Thursday, March 15, 2012

36. HOW TO COMMUNICATE WITH GEOTRAVELERS • Tell your story frankly • Inspire your tribe • Localize as much as possible • Convey your expertise • Integrate mindfulness & sustainability into the business itself MERCURYcsc Thursday, March 15, 2012

37. MERCURYcsc Thursday, March 15, 2012

38. MERCURYcsc Thursday, March 15, 2012

39. MERCURYcsc Thursday, March 15, 2012

40. MERCURYcsc Thursday, March 15, 2012

41. MERCURYcsc Thursday, March 15, 2012

42. MERCURYcsc Thursday, March 15, 2012

43. MERCURYcsc Thursday, March 15, 2012

44. MERCURYcsc Thursday, March 15, 2012

45. NEW MODEL: TRAVEL MERCURYcsc Thursday, March 15, 2012

46. NEW MODEL: TRAVEL Be yourself. Be traveler focused. Speak frankly. MERCURYcsc Thursday, March 15, 2012