Know-How Exchange : Student Questions

Hi Christine, I have to disagree with you that this group doesn't need managing. EVERY consumer group in every business requires some type of nurturing.

First of all, people in the 23-29 age range are more likely to travel than many other groups. They are often not tied down with family yet and want to get in traveling before they start a marriage and kids. They are also not bogged down with some of life's biggest expenses yet such as kids, a house, etc. This is absolutely a group you want to target and win their business!

Also, just because people want something or like something, it doesn't mean they are motivated to go out and buy it. As a marketer, it is your job to give people a reason to act and create a sense of urgency. Beyond that, just because they like your destination and want to go back does not mean there are not plenty of other places that they ALSO enjoy or new places they they would like to visit for a first time. You still need to show your target audience why they should pick you over all of the other places they can go, and I guarantee you those others WILL be marketing to your audience.

So how do you do this? Rarely does a person go on a vacation and see everything there is to see at their destination. Even though this group does not want pre-packaged activities scheduled, you should be educating about everything else there is to do that they may not have seen the first time in order to increase their urge to come back. You can promote some of the activities or sights that are not in the tourist books. Give them "insider" tips. Do what you can to make this group feel special and appreciated for considering visiting a second time. You should also be creating special offers - exclusive deals for returning guests - (include an expiration date) to get them to sign up for their trip now.

Think about these things and start creating your plan around these concepts.

Hope this helps!

-Rebecca