2008 Outdoor Sales Gain 5% Despite December Decline
January 30, 2009
BOULDER, CO (January 29, 2009) - Outdoor sales for the entire year in all three core outdoor store channels (chain, internet, specialty)* totaled $5.2B, a 5% gain over 2007, according to the most recent edition of The Outdoor Industry Association (OIA) Outdoor Topline Report, produced for OIA by the Leisure Trends Group. For the entire year, internet stores and chain stores grew a healthy 18% and 7% respectively, while specialty stores were down 2% in dollars.
December Decline
According to The OIA Outdoor Topline Report, December retail sales for all core outdoor stores (chain, internet, specialty)* fell 1% in dollars ($1,078,598,888) compared to December 2007 ($1,094,277,086). All declines came from specialty stores, which lost 10% in dollar sales for the month. Positively, chain and internet stores both saw dollar sales increase; chains grew 7% and internet retailers were up 13%.
Christmas was tough for retailers across the country, as retail sales fell by record amounts and retailers big and small shuttered doors coast to coast. According to the U.S. Commerce Department, total retail sales fell 2.7% in December, more than double the anticipated decline of 1.2%. Although the outdoor industry felt the effects of a tough Christmas season along with the rest of the country, results were better than most industries, a cause for cautious optimism heading into 2009.
Specialty Bright Spots
Although overall sales were down slightly for specialty in 2008, many categories emerged as clear winners in a tough year. Winter boots, fueled entirely by women’s styles, were up 11% in full-year dollar sales. Woman-specific sportswear categories such as dresses, skirts and sports bras were also good sellers. Other footwear and apparel categories with strong growth included softshell tops, casual shoes, trail running shoes and multisport shoes.
The hands-on hydration category, which consists mainly of water bottles, was on fire in 2008, refusing to slow down after huge growth in 2007. With environmental and health concerns continuing to shape the category and fuel product innovation, this growth is expected to continue in 2009.
A renewed interest in economical, close-to-home vacations helped fuel sales of camping-related items in specialty stores this year. Sales of items such as tents (+2%), sleeping bags (+3%), camp stoves(+4%) , climbing gear (+3%), water purification (+11%), mattresses (+2%) and miscellaneous camp accessories (tent accessories +28%, sleeping bag accessories +7%, pack accessories +4%) all benefitted, each outpacing 2007 dollar sales.
Online Skyrockets
Online sales totaled $973M in 2008, grew 18% and fueled a significant amount of buzz in the outdoor industry. Black Monday was on December 1 this year, and the dollar sales that would have been in November gave a boost to December sales, contributing to the 13% dollar growth for the channel as a whole. Combining November and December together to include the entire holiday season, 2008 came out 7% ahead of 2007 in dollar sales. In December, Internet sales were up in all four major categories. Equipment was up 18% in dollar sales, equipment accessories were up 10%, apparel was up 8%. Footwear was up 40% in dollars on the strength of winter boots. Winter boots grew 73% in dollars from last December.
Chain Sales Strong
All Chain dollar sales were up 7% both in December and for the entire year while average retail prices saw nearly across-the-board declines for both periods. In December, retail prices for the entire channel declined 4% and nearly every category saw prices drop. Smaller and lower price-point items such as equipment accessories and apparel accessories saw especially strong growth, but every major category increased dollar sales in December as consumers took advantage of good deals and sales. Holiday sales and cold weather may well have been the catalysts for the growth in dollar sales in December. Combining November and December to include the entire holiday season, all chain dollar sales dropped 1% compared to the same period in 2007.
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To access the OIA outdoor retail sales Topline data and to review trends by industry channel and category, OIA members can log in at www.outdoorindustry.org or call 303.444.3353 for assistance.
For additional brand growth and brand and model market share reports, please contact Leisure Trends Group at 303.786.7900 x107 www.leisuretrends.com.
*OIA Topline Report Outdoor and Paddle channels include: outdoor and paddle specialty, national outdoor chains, regional sporting goods chains and outdoor (and paddle) internet specialty merchants.
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About Outdoor Industry Association
Outdoor Industry Association® (OIA) is a national trade association whose mission is to ensure the growth and success of the outdoor industry. OIA provides trade services for over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry. OIA programs include representation in government/legislative affairs, market and social research, business-to-business services and youth outreach initiatives. Educational events include the annual RendezvousTM, Outdoor University®, and the Capitol Summit. Outdoor Industry Association is based in Boulder, Colorado, and is the title sponsor of the Outdoor Retailer tradeshows. For more information go to www.outdoorindustry.org or call 303.444.3353.
Affluent Travelers Remain Active Travelers
January 29, 2009
Orlando, Fla. (January 27, 2009) — While many U.S. travelers have cut spending and “traded down” to more affordable transportation, lodging and related options in recent months, “affluent travelers” (those with an annual household income in excess of $150,000, the top eight percent of U.S. households) appear to be bucking the trend.
According to the just-released Ypartnership 2008 Portrait of Affluent TravelersSM, fully 97 percent of these travelers have taken a domestic leisure trip during the previous 12 months (for an average of just under five leisure trips), and a remarkable 41 percent took at least one trip outside the United States (for an average of just over two such trips). Almost half (45 percent) took at least one business trip during the previous year (for an average of approximately eight trips). Among them, almost all took at least one domestic business trip (for an average of six), and fully one third (35 percent) traveled internationally on business, for an average of six such trips.
According to Peter Yesawich, chief executive officer of Ypartnership, “Although affluent travelers have also been adversely affected by the financial turmoil that has emerged in recent months, particularly as it relates to the degradation of the value of their investment portfolios, they remain rather optimistic about their intentions for both leisure and business travel.”
TRAVEL INTENTIONS OF AFFLUENT TRAVELERS
|
Leisure Trips During Next 12 Months |
% Total |
|
Plan to take MORE trips than last year |
25 |
|
Plan to take the SAME trips as last year |
58 |
|
Plan to take FEWER trips than last year |
14 |
|
Plan to take NONE |
3 |
|
Plan to spend MORE than last year |
35 |
|
Plan to spend the SAME as last year |
59 |
|
Plan to spend LESS than last year |
6 |
|
Business Trips During Next 12 Months |
% Total |
|
Plan to take MORE trips than last year |
29 |
|
Plan to take the SAME trips as last year |
48 |
|
Plan to take FEWER trips than last year |
16 |
|
Plan to take NONE |
7 |
|
Plan to spend MORE than last year |
38 |
|
Plan to spend the SAME as last year |
60 |
|
Plan to spend LESS than last year |
2 |
As revealed by the survey, nine percent (net) of affluent travelers expect to take more leisure trips during the next 12 months than they did during the previous year and a slightly higher percentage (13 percent net) of affluent business travelers report a similar intention.
Yesawich concluded, “While affluent travelers intend to spend more on travel services in the year ahead, other insights revealed in the survey suggest they will still demand far more for their travel dollar.”
For further information on the Ypartnership 2008 Portrait of Affluent TravelersTM please visit www.ypartnership.com/?#publications.
Ypartnership is a worldwide advertising and public relations agency that specializes in serving travel, leisure and entertainment industry clients and is co-author of the widely-quoted National Travel MonitorTM with Yankelovich, Inc. For more information, visit www.ypartnership.com.
# # #
For more information contact:
Noel Perkins at 407-838-1797 or noel.perkins@ypartnership.com
Amanda Jackson at 407-838-1812 or amanda.jackson@ypartnership.com
Safari Savings: Conservation Credit Travel Discount Good for Travelers and Wildlife
January 28, 2009
BOULDER, Colo., Jan. 28 — Forgoing that safari getaway may seem like doing the right thing in a shaky economy, but for the wild places that depend on ecotourism dollars to support conservation efforts, travel is anything but a luxury. Concerned about the very real needs of nature travel destinations around the planet in the face of tighter traveler purse strings, top tour provider Natural Habitat Adventures has announced a one-time “Conservation Credit” that can translate into serious savings, including $1,000 off per person on a 2009 African safari.
Natural Habitat Adventures hit upon the unique Conservation Credit–its first such travel deal in its 25-year history–through talking with its African partners who own small camps and lodges. “We needed to find a way to help keep people traveling during these tough economic times so the wild corners of our planet that count on responsible tourism can thrive,” says Natural Habitat Adventures founder and director Ben Bressler.
“Tourism can be a real source of good in the world,” Bressler explains. “Our Uganda trip fees go directly toward protecting wild mountain gorillas on a day-to-day basis, for example–while sending a clear message to Uganda’s government that saving gorillas matters. In fact, I believe that without tourism, those gorillas would be extinct.”
To receive a Conservation Credit certificate, travelers need only take a brief online ecotourism survey at http://www.nathab.com/newsletters/2009/Jan-Africa-Plus/africa_credit.html. Travelers making a new booking on a 2009 African safari can then use the credit for a per-person travel discount of $1,000 on any scheduled 2009 South African Safari, $500 on any scheduled 2009 East African Safari, or 50 percent off a Classic Galapagos Islands Adventure that departs by May 31, 2010–with the travel discount applying to the entire party. Visit www.NatHab.com for wildlife tour details.
Natural Habitat Adventures provides once-in-a-lifetime small-group encounters with wildlife around the planet. A member of Adventure Collection, it also serves as exclusive Conservation Travel Provider to World Wildlife Fund and was ranked a 2009 Best Adventure Travel Company by National Geographic Adventure. All Natural Habitat Adventures trips are carbon neutral. For additional information, visit www.NatHab.com or call 800-543-8917.
Media Contacts: Matt Kareus, Natural Habitat Adventures, 303.449.3711, mattk@nathab.com; or Darla Worden, WordenGroup Strategic Public Relations, 307.734.5335, darla@wordenpr.com
Adventure Continues to Gain Media Presence
January 27, 2009
For adventure travel industry professionals worldwide, two new high quality media outlets in North America lending new exposure to the adventure travel community warrant attention: First, Backpacker Magazine, a U.S. focused magazine which traditionally and almost exclusively coverged backpacking within the U.S. for individual hikers, and second, USA Today, which until now, limited its adventure travel coverage to its USA Weekend edition, now publishes quarterly inserts of Open Air Magazine with a smart and progressive editorial focus.
First, for Backpacker, find a “The Godfather of Trekking” profile about adventure industry legend Leo LeBon (story on pages 72, 73 – at right, Nadia and Leo LeBon hike in Northern California, January 25, 2009), a feature on “The World’s Best Unknown Treks”, and a series of articles in such sections as, “Adventures,” 
“Nature”, and “Skills”. Outside, National Geographic Adventure and Men’s Journal now have another “player” in the space.
Meanwhile, USA TODAY, with its readership in the millions, apparently now finds the “active” and adventure lifestyle space compelling enough to warrant its own publication. Here, in its own words, is a bit on USA Today’s new Open Air Magazine:
“Open Air Magazine redefines adventure for those who embrace an active lifestyle. With a compelling new perspective, it opens readers’ eyes to the adventure possibilities that surround us each day – from ordinary activities to once-in-a-lifetime opportunities. It is inspirational and practical, with a unique voice and signature images. Open Air presents a new outlook on adventure, one that rewards body, mind and spirit. Open Air Magazine is a quarterly publication, and can be found inserted into the following issues of USA TODAY:
Friday, November 7, 2008
- Monday, April 6, 2009
- Monday, June 9, 2009
- Monday, August 31, 2009
- Monday, November 9, 2009″
In a period where economic challenges and rises in digital media are contributing to layoffs and even the shuttering of doors magazines and newsprint nationwide, industry professionals may find now a good time to re-double efforts to reach out and provide compelling story concepts and resources to the journalists and media outlets dedicating valuable real estate to adventure travel, which, with their help, continues to gain market share from the traditional travel and leisure market.
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National Geographic Magazine Group Names New Advertising Directors for Adventure and Kids Magazines
January 27, 2009
NEW YORK (Jan. 26, 2009)-The National Geographic Magazine Group has promoted Bryan Kinkade to advertising director of National Geographic Adventure magazine and Jeff Nicholson to advertising director of National Geographic Kids magazine. In their new roles, Kinkade and Nicholson are charged with expanding the reach of the National Geographic brand, growing businesses in a variety of categories.National Geographic Adventure is the fastest-growing magazine in the outdoor category. Coupled with the many assets of the National Geographic Society, the magazine is able to bring clients an authenticity that no other magazine in the category can offer. National Geographic Kids is the largest magazine in the kids category, and the variety of kids assets that are in the Society’s portfolio gives the magazine a true 360-degree offering to clients.
“The key to our business is having the most talented and dedicated leaders expand the brand and its assets to our agencies and clients. Both Bryan and Jeff have the skills to bring Adventure and Kids magazine content into other areas and platforms,” said Stephen Giannetti, senior vice president and group publisher of National Geographic magazines.
Kinkade previously held the position of director of travel and tourism for National Geographic Adventure, where he helped create and sell multi-platform programs to extend the value of National Geographic Adventure’s assets for its partners in the adventure travel community. He currently serves on several travel and tourism boards and has been a featured speaker at several international conferences.
In January 2008 Nicholson was named East Coast account manager for National Geographic Adventure. Nicholson targeted endemic growth categories for the magazine, including liquor, pharmaceuticals, fashion and luxury. Prior to joining National Geographic, he was account manager at Conde Nast’s Golf Digest and also held advertising sales positions at Car and Driver, Road & Track and at Time 4 Media, working on action sports titles.
National Geographic Adventure, winner of four National Magazine Awards, is the ultimate guide to the adventure lifestyle. Published 10 times a year, with a rate base of 625,000, National Geographic Adventure has 2.4 million readers. It is available by subscription (800-NGS-LINE) and on newsstands in the United States ($4.99) and Canada ($6.99). Its editorial mission supports National Geographic’s corporate global mission to inspire people to care about the planet. The magazine’s Web site is www.nationalgeographic.com/adventure.
National Geographic Kids, a multitopic, photo-driven magazine for 6- to 14-year-olds, empowers its readers by making it fun to learn about the world. Its numerous industry awards include Periodical of the Year in 2005 and 2006 from the Association of Educational Publishers. Published 10 times a year, National Geographic Kids has a circulation of 1.2 million and is available by subscription for $19.95 a year and on newsstands for $4.99 a copy. Its Web site is kids.nationalgeographic.com.
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New 2009 Calendar Released of Extraordinary Adventures Exclusively for Top Entrepreneurs
January 19, 2009
POTOMAC, MD, Jan. 16 — Maverick Business Adventures® (MBA) is taking time-stressed entrepreneurs and CEO’s into account in 2009 by restructuring its ground-breaking membership programs combining adrenaline-high adventure with business building, networking and giving back.Three two-day “Breakaways” are now on the calendar along with three “Maverick Epic Experiences” of four to six days duration. Members pay annual dues which allow them entry in the programs. Typical program rates range from $10,000+ for Epic Experiences to under $5,000 for Breakaways. The per person trip fee includes all accommodations, meals and expenses related to meeting and sporting activities.
MBA is the first and thus far the only membership to gather successful, like-minded entrepreneurs and top achievers for adrenalin highs and case study networking. Part of the MBA mission is to also give back and help empower future entrepreneurs. MBA gives money to and provides live and virtual educational products and programs for aspiring entrepreneurs sourced in communities where adventure trips are held. Five percent of gross revenues go to self-sustaining charities selected by the members.
Maverick Epic Experiences combine once-in-a-lifetime adventures with in-depth business building sessions, high-level connections (including one or more business and celebrity icons), networking and giving back. On the 2009 calendar are;
-Ultimate Maverick Baja Experience – Jan. 28-Feb. 2 (Baja 1000 racing with pop icon Jesse James and VIP Super Bowl Party with NFL great Desmond Howard) out of Ensenada, Mexico.
-Ultimate Maverick Viking Expedition – July 29-Aug. 2 (ice climbing, snowmobiling and Center of the Earth scuba dive), based from Reykjavik, Iceland.
-Ultimate Maverick Road Rally – Oct. 1-4 (drive from Los Angeles to Napa solving clues along the way followed by a private vineyard tour and exclusive ride on the largest airship in the world).
MBA Breakaways condense the best of all Maverick elements into a long, active weekend:
-Extreme Driving – Apr. 3-5 (pushing a fleet of five exotic super cars over the 200 mph barrier) in Miami, FL.
-Wind and WOW – June 5-7 (instructional kite boarding plus a buried treasure hunt) based from Cape Hatteras, NC.
-The Sky’s the Limit – Nov. 6-8 (aerial dog fighting in an aerobatic, Italian-built fighter followed by a 5-star in-air meal suspended over the Vegas strip). Business icon Tony Hsieh, CEO of Zappos.com joins the program to share how he built Zappos.com from zero in sales in 1999 to over $1B in 2008. This program is based in Las Vegas, NV.
For more information please see:
http://maverickbusinessadventures.com/adventure-travel-calender.html
MBA founder Yanik Silver believes that getting outside the office and tackling new challenges provides the right fuel for innovative, breakthrough thinking. A self-described “adventure junkie,” maverick internet entrepreneur and self-made millionaire, Silver has found that his own life-changing experiences such as running with the bulls, bungee jumping and high altitude sky diving have brought a profound sense of accomplishment and led to clarity in ideas and focus. This inspired him to create Maverick Business Adventures® for like-minded entrepreneurs, CEOs and business owners.
MBA member and manufacturer Mike Lally of PCB Group says that these trips take “work hard / play hard” to a whole new level.
“What we found here is a group of like-minded individuals. We’re not all in the same business; we’re not doing the same things and that’s part of the beauty of it. But everybody is here to work hard and play hard, so you get a very intense group of guys. You don’t get to meet a guy like that in an evening or over a round of golf,” he says.
Maverick Business Adventures® is structured to be an exclusive group and membership is by-application-only, limited to forward thinking business men and women with proven abilities and success. Silver stresses that the focus is not on corporate team building or motivational development. Instead, members will be invited to join all-inclusive adventure outings that encourage the type of high-level networking and powerful connections that can only occur outside of normal business settings. For details on the group and how to apply for membership you can go online to www.MaverickBusinessAdventures.com or call 240.744.0165.
# # #
For more information on Maverick Business Adventures®, or for jpegs, please contact:
Sara Widness
802-234-6704
sara@widnesspr.com
or
Dave Wiggins
303-554-8821
d.wiggins@comcast.net
New Adventure Travel Website Connects Travelers with Unusual and Responsible Destinations and Operators
January 16, 2009
January 13, 2009 (Santa Fe) - Off the Radar (www.travelofftheradar.com), an adventure travel newsletter since 2005, announces the launch of its new adventure travel information website today. The online resource and monthly newsletter provide adventure enthusiasts with information about unusual, less-traveled destinations and many independent, owner-operated tour companies serving them. Every destination and tour operator mentioned in Off the Radar has been personally experienced by its team of writers and editors or recommended by a trusted associate who shares a similar passion for “responsible” travel.
According to the National Leisure Travel Monitor, 66% of travelers used the Internet to plan a vacation in 2007, a significant increase from the year 2000, when only 35% conducted their travel research online.
“Many adventure travelers are looking further than what their travel agents or traditional package tours provide and also researching and plan their own trips online,” said Christina Heyniger, creator of Off the Radar. “Off the Radar provides a trusted source of information about authentic experiences about destinations off the beaten tourist path, information that may not be readily available elsewhere.”
For example, this month’s edition suggests horseback riding in Salta, Argentina, sea-kayaking in the Møre og Romsdal region of Norway, and canoeing through the limestone canyons of the Tsiribihina River in Madagascar.
Not only are unusual destinations and activities profiled, but Off the Radar also provides contact information for locally owned and operated tour companies delivering memorable experiences. Off the Radar maintains high editorial standards of unbiased reporting – companies do not pay to be featured and all recommendations are based on merit.
Beyond feature stories and reader-submitted adventure travel suggestions, Off the Radar provides news bulletins about industry trends and events relevant to the operators and destinations featured on the site. Readers can visit the Store to browse and purchase music and books recommended by the Off the Radar editorial team. Staff experts will respond to adventure travel questions posted to the “Ask” section. A Visual Blog of reader-submitted photos from around the world completes the website’s new features.
Visit www.travelofftheradar.com to explore the website and its content and to subscribe to receive monthly newsletters. Freelance editorial submissions and general inquiries about Off the Radar may be directed to editor@travelofftheradar.com. Advertising inquiries may be directed to info@travelofftheradar.com .
About Xola Consulting
Off the Radar’s parent company, Xola Consulting, Inc. (www.xolaconsulting.com) is a consulting and research services firm assisting tour operators, tourism boards and non-profit organizations with sustainable adventure tourism destination and product development, marketing and research.
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Green Living Project
January 15, 2009
In this era of global environmental and social awareness, one of the best things citizens can do is live and support a more sustainable lifestyle. Green Living Project™ is focused on documenting, promoting, and supporting successful and unique models of sustainability from around the world. In 2008, Green Living Project highlighted Africa, documenting projects administered by leading non-profits, eco-lodges, conservation organizations, travel companies and local tourism boards. In 2009, GLP returns to Africa, as well as embarking on its first expedition to South America.
Through various production and distribution techniques, Green Living Project™ aims to educate, inspire and entertain while encouraging individuals and communities to adopt a more sustainable lifestyle. The company markets its exclusive content both online and offline, including international multi-media lecture events that are open to the public, attracting a wide audience from high school students to working professionals to retired baby boomers. Events showcase projects from around the globe focused on relevant and important sustainability topics such as responsible tourism, renewable energy, wildlife conservation, community development, waste management, and organic farming. Attendees learn about the geographic regions covered, local communities, examples of sustainability, and responsible tourism. Each event also shows how people can get directly involved with each project and organization by volunteering, visiting, donating, or purchasing items. Key partners include National Geographic Adventure, REI, Adventure Travel Trade Association (ATTA), Adventures in Travel Expo (ATE), African Wildlife Foundation, Earthwatch Institute, Timberland, Gregory, and Keen Footwear.
From Rob Holmes – Founder and President of Green Living Project – on the Lecture Tour: “The most rewarding aspect of these events has been the overwhelmingly positive feedback from attendees and event partners. Attendees are engaged, inspired, and have the unique opportunity to get directly involved with interesting projects from around the globe. They also learn about the world, sustainable living, responsible tourism, and how each of us can make a positive impact. Our professional content and unique storytelling about positive success stories really resonates with people since it celebrates and instigates activism to make a difference locally and globally. These educational components will be expanded when we launch our new Education Program this spring. This exciting new program will further develop our educational objectives, and will expand the lecture tour to elementary, undergraduate, and graduate schools nationwide.”
Green Living Project is always on the hunt for key project and retail partners with a parallel commitment to sustainability. Please contact Rob Holmes for more information.
Green Living Project Announces 2009 Tour Schedule & Partners
January 15, 2009
Los Angeles, CA – Green Living Project™, the leading media production and marketing company focused on global sustainability initiatives, has announced their 2009 lecture tour schedule for North America. Following a successful 2008 tour schedule which featured over 30 events in North and South America, Green Living Project™ has established new strategic event partnerships to educate and inspire attendees, while increasing the promotion and distribution of the company’s multi-media production work on unique and successful sustainability projects from around the globe.
The “Green Living Project™ Lecture Series” offers free multi-media events that are open to the public, attracting a wide audience from high school students to working professionals to retired baby boomers. Events showcase projects from around the globe focused on relevant and important sustainability topics such as responsible tourism, renewable energy, wildlife conservation, community development, waste management, and organic farming. Attendees learn about the geographic regions covered, local communities, examples of sustainability, and responsible tourism. Each event also shows how people can get directly involved with each project and organization by volunteering, visiting, donating, or purchasing items.
In 2009, over 40 different multi-media events will be held across North America in partnership with new and existing festival, trade show, and retail event partners, including:
* Adventures in Travel Expo (ATE Travel Show): www.adventureexpo.com
* Green Festival: www.greenfestivals.org
* Go Green Expo: www.gogreenexpo.com
* Recreational Equipment, Inc. (REI): www.rei.com
* L.L.Bean: www.llbean.com
The current lecture tour schedule is available at: www.greenlivingproject.com/lecture
“Green Festivals seek to showcase the best of what works for our communities, at home and abroad, and we’re proud to host Green Living Project”, says Alix Davidson, Washington D.C. regional director of Green Festival. “For example, their [GLP] focus on success stories from Africa highlights the Green Festivals’ vision for the future, one that combines social justice with ecological balance and a sustainable economy.”
“Green Living Project’s tour creates a space for communities to experience work focused on creating solutions to the challenges we face”, says Sally Johnson, retail events coordinator of REI. “This amazing work is taking place all over the world! And Green Living Project is an excellent channel for people to connect to this work and see the possibilities for change. It is very exciting for REI to promote and be involved with their unique work.”
“The most rewarding aspect of these events has been the overwhelmingly positive feedback from attendees and event partners,“ said Rob Holmes, founder and president of Green Living Project™. “Attendees are engaged, inspired, and have the unique opportunity to get directly involved with interesting projects from around the globe. They also learn about the world, sustainable living, responsible tourism, and how each of us can make a positive impact. Our professional content and unique storytelling about positive success stories really resonates with people since it celebrates and instigates activism to make a difference locally and globally. These educational components will be expanded when we launch our new Education Program this spring. This exciting new program will further develop our educational objectives, and will expand the lecture tour to elementary, undergraduate, and graduate schools nationwide.”
About Green Living Project™
Green Living Project™ is the leading multi-media production, marketing and entertainment company showcasing sustainable initiatives from around the globe. Through various production and distribution techniques, Green Living Project™ aims to educate, inspire and entertain while encouraging individuals and communities to adopt a more sustainable lifestyle. The company markets its exclusive content online and offline, including an international lecture tour. Key partners include National Geographic Adventure, REI, Adventure Travel Trade Association (ATTA), Adventures in Travel Expo (ATE), African Wildlife Foundation, Earthwatch Institute, Timberland, Gregory, and Keen Footwear. Green Living Project™ is a privately held company located in Los Angeles, California.
For more information, visit www.greenlivingproject.com or contact Rob Holmes at (818) 988-2234 or rob@greenlivingproject.com
Travel Marketing Strategies for Today’s Economy
January 14, 2009
On Thursday, January 22nd, Brand Launcher marketing expert Rafael Mael (see bio) will share surprising case studies with practical takeaway action steps and innovative, real-world strategies during the first ATTA Members Tune In Webinar of 2009. During this 60-minute Webinar ATTA Members will learn:
• Common marketing mistakes most travel business make
• How to leverage your promotional budget through targeted offers
• The art of crafting a successful offer in a down market
• The single most powerful word to use in marketing – not ‘free’ or ‘you’
• How to use premiums, freemiums, and unusual mailers to boost response rates
• “Next stepping” – how to implement successful relationship marketing
In preparation for this Webinar, the ATTA encourages you to read the following article written by the Webinar’s presenter.
If you would like to take part in this Webinar, a free opportunity for ATTA Members, please send an email to memberbenefits@adventuretravel.biz.
How to Keep Your Head Above Water in a Recession
by Rafael Mael, Marketing Strategist, Brand Launcher
“Travel is a huge part of who I am, but… not this year.” As the global economic situation has spiraled downward, consumer spending has dried up faster than a puddle in the Sahara. It’s a scary time to be selling “discretionary” services like adventure travel. But if you think you’ll just tighten your belt, slash costs, and ride out this recession – think again.
The fundamentals of business apply now more than ever. Without marketing, your sales will wither. And without sales, your travel business is finished. Slashing marketing expenditures in tough times could be a costly – and potentially fatal – move.
Focused Firepower
Instead of cutting your promotional spending, focus your marketing firepower where it matters most: on your current customers. Studies by the research firm TARP have shown that it costs as much as twenty times as much to acquire a new customer than it does to keep an old one. So brush off your customer list and start marketing like you mean it.
Here are four cost-effective marketing ideas to implement now:
- Co-market with other businesses. Reach out to other small business owners in your community who target the same demographic, but don’t compete with you. Combine your lists and market together – you can both profit from the energy of a joint venture.
- Be persistent. A study by SMEI showed that 81% of sales are made after the fifth contact. That means that you need to choose your target and hit it again and again. Instead of a single mass campaign to a “cold” list, send a multi-step series to the same list. Keep building trust and awareness, and when they are ready to take that trip, you’ll get the sale.
- Build online content. Your website must have real value; an “online brochure” is not enough. Provide travel news and links to resources they’ll want to use. Forget about the impersonal, pompous “our level of service is unmatched…” fluff. Create a connection by putting your picture on your website, talking about why you got into the adventure travel business, and making it easy to contact you. Start blogging. Add video. Be creative!
- Say thank you. Your clients know that there are other adventure tour operators out there. So let them know that you appreciate their loyalty. Mail a fun gift when they sign on for a trip. Send a personal thank-you card upon their return. Remember, it’s all about the relationship.
A Lesson From the Stock Market
It’s tempting for tour operators to cut marketing in difficult economic times. But it’s worth learning a lesson from the stock market and the world of behavioral economics. Many investors jump in when the market is flying high and pull out when the market drops. But frenzied buying in a stock bubble and frantic selling in a crash guarantees that you buy high and sell low—not exactly a smart growth strategy. Smart investors invest where they see real value—and pull in serious returns when things turn back up again.
What’s true in the stock market is true for adventure travel. Travelers who have done business with you in the past are your meal ticket for the future. There is real value in those connections, and you can’t afford not to invest in them. The time to build those relationships is now.
The Silver Lining
Here’s the good news: adventure travelers are fanatically devoted to the adventure life. Trekking, surfing, or kayaking is who they are, and their plans are never canceled – only postponed. The question is, when they decide to make the next move, who will they think of first? If you market fearlessly, you’ll be positioned right where you want to be – at the top-of-the-mind for your customers.
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