A recent presentation by Peter Yesawich, vice chairman of MMGY Global, highlighted a number of trends and insights for the hospitality market in the near term. While there was definitely a lot of beneficial information presented, one key insight may emerge as the number on trend in hospitality: multigenerational travel.
"Multigenerational travel" or "mutligen travel" most commonly refers to grandparents traveling with grandchildren, but can reflect any number of generations traveling together.
According to MMGY Global, more than 20% of travelers are grandparents. Of those, 40% have taken a trip with a grandchild during the past year. And eight out of 10 times that a grandchild comes along, so does a parent.
As you can see, the market is already well developed. As more affluent baby-boomers retire and begin traveling alongside children and grandchildren, this market will will just continue to mature (pardon the pun!)
Several elements are key to capturing this target market, but most important among them is a well-developed recreation program that meets the needs of these guests collectively. Broadly inclusive cooking classes, walking tours, and lower-impact activities that can be enjoyed by all age groups are key.
For the hospitality market, multigenerational travel represents one of the few demographics that shows extensive growth potential domestically. Beyond just welcoming family guests, multigen represents a new gateway for luxury hoteliers. Traveling alongside affluent parents and grandparents, economically stretched GenX and GenY consumers are discovering brands that can serve them for decades to come as their affluence grows, making this a significant play for the luxury market.
I happened upon a curious article entitled "How to Roll Up Your Shirt Sleeves" via a luxury company's social media and it really struck me. As a man who wears shirts, I suppose I am well-within the blog's target demographic for this post; however, what really interested wasn't the content, but rather the positioning.
The article details (with photos AND videos!) different ways for men to roll up their shirt sleeves. This is, I suppose, interesting information for a number of readers.
Beyond the content, I think this is a great example of how to position yourself as an expert.
Each of us has a number of interests in which we have a great depth and breadth of knowledge. Be it personal or professional, I'm sure there are several areas in which you could be considered an expert. And therein lies the opportunity.
By taking the next logical step and SHARING your expertise, you can not only impact your audience but also establish yourself as an expert – a status that can reward you handsomly in career pursuits. After all, who would you rather hire/work with/buy from? An expert or the other guy?
In what areas are you an expert? Find your niche and roll up your sleeves!
Travelers today are innundated with resources to assist in planning trips. Among the tools are first-hand "unbiased" published on the major booking sites, including TripAdvisor, Booking.com, Expedia and others.
But, have you ever wondered, "Who writes these reviews, anyway?"
Olery, a reputation management company, has taken a stab at answering that question and the answers are pretty interesting.
Generally speaking, Olery found that hotels receive about 300+ reviews per year on average and that 46% of travelers post hotel reviews. Reviewer demographics skew slightly towards female guests, with a plurality of reviews being written by 35-49 year-old guests.
Interestingly, guests on vacation and leisure travel – those who are spending their own money – write the majority of hotel reviews.
Question: What's the best iPhone / Android app that you're *NOT* using?
For 95+% of the iOS and Droid users, the answer is BUMP.
This great app allows you to quickly share your contact information or photos with other new contacts by simply bumping your phones together. Seriously, it's that easy. You don't have to call one another and save the number in your phone, download VCards or any other legacy sharing strategy. Just bump and done!
You already know how to use Expedia, Travelocity, and TripAdvisor. You're not an online travel novice. Perhaps you're using more advanced tools like Kayak, Hipmunk, and TripIt to plan your vacations. But are you neglecting to use the #1 travel resource in the world? If you're not using a professional travel agent, then you're putting your time, money, and experience at risk. Travel agents are travel EXPERTS. They've been there, done that, and donated the t-shirt.
There are many, many good reasons, which I will explain. But the bottom line is that they know more than you do, they are better connected than you, they have access to benefits you can’t get otherwise, they can often beat any other prices available (even online, yes), and after you have planned everything, they provide a safety net during your trip that you simply won’t get by booking yourself or buying insurance. Having a top travel agent can also make you an instant VIP – free room upgrades, hard to get restaurant reservations, cutting lines, access to otherwise closed stores and exhibits, private guides, and cheaper – often much cheaper – premium airfares. Here’s the best part: even though most top agents charge fees, in almost every firsthand experience I or my friends, family, and acquaintances have had, travel agents have saved money, often a lot of money, thousands of dollars, and in every case, more than paid for themselves.
Ryan Estis posts a great blog on the value of sales positioning and how the role of the sales professional has changed in the last ten years, including this slide on the difference between the sales rep and the sales expert.
I'll give you two shots on who wins more business, but I bet you'll get it on the first guess.
The new year brings opportunities for introspection and resolutions. For me, that means trying to live the words of the Holstee Manifesto.
This is your life. Do what you love, and do it often. If you don’t like something, change it. If you don’t like your job, quit. If you don’t have enough time, stop watching TV. If you are looking for the love of your life, stop, they will be waiting for you when you start doing things you love. Stop over analyzing, life is simple. All emotions are beautiful. When you eat, appreciate every last bite. Open your mind, arms and heart to new things and people, we are united in our differences. Ask the next person you see what their passion is, and share your inspiring dream with them. Travel often; getting lost will help you find yourself. Some opportunities only come once, seize them. Life is about the people you meet, and the things you create with them. So go out and start creating. Life is short. Live your dream and share your passion.
If Safari is launching slowing or slow to load web pages in OS X Lion, there's an easy (yet not obvious) resolution.
To make Safari launch, load, and browse faster, follow the following tip:
1) In FINDER select GO from the top menu.
2) While the drop down list is displayed, press the ALT / OPTION key
3) You should notice a new item in the drop down menu called LIBRARY
4) Select LIBRARY
5) A new window in the FINDER will open
6) Scroll down and open the folder called CACHES
7) Inside CACHES open the folder named COM.APPLE.SAFARI
9) Locate and delete file called CACHE.DB
10) Close and relaunch Safari.
If you follow this tip, you should notice the Safari browser is MUCH faster to start and load web pages in OSX Lion.
One point that was not mentioned and should be emphasized is how important it is to communicate your social media handles along with your contact information. Your social media standing is a direct reflection of your professional interests and network. and can demonstrate industry engagement.
This important engagement element should not be overlooked. After all, there are (literally) hundreds of studies showing that prospective employers are going to seek you out through social media. If this is a point of distinction for you, then you should showcase it, right?
If you're actively promoting yourself professionally through a blog, Facebook page, or Twitter, you should definitely include a handle or link in the header of your resume. Don't miss a chance to make this positive impression!
PRNewser had an interesting read this week on the importance of making your press releases Twitter friendly. Why should you tailor a press release to be easily distributed via Twitter, you ask? Simple. Twitter drives more traffic to press releases than any other top-level social media resource.
“It starts with the headline,” says Sarah Skerik, PRNewswire’s VP of social media. “The press releases that got the most shares and views were those that had headlines that were in the range of 120 characters, which makes them the perfect tweetable link.”
Obviously good headlines are important, but it's equally important to monitor the length of the headline. Since Twitter users will want to retweet your post and (potentially) add comments, you need to leave enogh characters to support the "RT @[yourusername]" device, at a minimum. A good rule of thumb would be to limit the length of your tweet to 110-120 characters maximum.
Using twitter best practices is also important in making your press release twitter friendly and ensuring that you are hitting your core audience. One obvious device is through the use of appropriate hashtags. Hashtags make your content easy to find through twitter search, lists, and dedicated industry feeds.
Another great tip is to make your pullquotes tweet-able.
Why not make the quote more interesting and substantive? “If I knew my audience was active on Twitter, I would make sure that quote is tweet-able, and include the brand’s or person’s Twitter handle….”
Including a twitter handle within your press release (or within the pullquote itself) is a really clever idea that could pay off in many ways. Not only will it get your important themes noticed and retweeted, but it could help to gain followers for your internal twitter accounts, further enhancing your brand's credibility in the marketplace.