ATTA Releases 2010 Tune In Webinar Schedule
February 24, 2010
Based on feedback from ATTA members, current industry trends and development needs, the ATTA presents the following calendar of ATTA Tune In Webinars exclusively for ATTA members (except where noted for sustainable tourism matters, in which case, the Webinars are open and free to the entire industry). ATTA’s Webinar series emphasizes the following categories:
- Trends & Research
- Marketing
- Technology/Internet
- Sustainable Tourism
ATTA Members Tune In Webinars are online professional business development programs. Featuring subject matter experts addressing vital industry topics to educate and professionalize the industry, Webinars are free for ATTA Members; in some cases select ATTA-sponsored Webinars are made available to all tourism professionals for free via the ATTA in-house email database of approximately 25,000.
Interested in the ATTA’s Webinars but not a Member yet? Learn more and sign up today: click here.
Want the ATTA to consider a topic not presently featured in the 2010 Webinar schedule below? Suggest a Webinar Expert & Topic.
MARK YOUR CALENDARS!
2010 ATTA Tune In Webinar Schedule
The following schedule is subject to content and date/time changes. The ATTA makes every attempt to deliver programs as published. Alerts are sent out regularly to ATTA Members about newly introduced Webinars, date/time changes, etc.
March
Tuesday, March 9th – 10AM Pacific
Adventure Travel Research Briefing: 2009 Research Roundup, 2009/2010 Market Size & Q1 2010 Industry Snapshot – Tour Operators
Thursday, March 25 – 10AM Pacific
2010 Adventure Travel World Summit preview
April
Thursday, April 8 – 10AM Pacific
Beyond the Web – High Impact Customer Relationship Building
Thursday, April 15 – 10AM Pacific
New Rules & Strategies for Coping with Shrinking Booking Windows
May
Thursday, May 13 – 10AM Pacific
Setting the Stage: Understanding your Online Marketing Needs
Thursday, May 20 – 10AM Pacific
Development Strategy for Emerging Destinations: People, Planet, Profit
June
Thursday, June 3 – 10AM Pacific
Developing the Plan: Online Marketing Strategy
Thursday, June 17 – 10AM Pacific
New Product Development: Innovation, Differentiation, Specialization
July
Thursday, July 15, 10AM Pacific
Ramping Up: Search Engine Marketing & Optimization
Thursday, July 22 – 10AM Pacific
Effective Ecolodge Identification, Selection & Operation
August
Thursday, Aug. 5 – 10AM Pacific
Activating the Online Marketing Plan: Social Media Optimization
Thursday, Aug. 19 – 10AM Pacific
Tackling the Distribution Puzzle – Challenges & Opportunities
September
Thursday, September 9 – 10AM Pacific
Review & Adapt: Online Marketing Analytics
October through December, To Be Announced
ATTA Webinar: Developing and Marketing New Adventure Destinations, Spotlight: MEXICO
January 15, 2010
Special Guests: Christina Heyniger and Antonio del Rosal
Tuesday, January 26th @ 10:00 AM PST / 18:00 UTC
This Webinar for tour operators, adventure media and government policy makers will explore emerging adventure destinations in Veracruz, Oaxaca and Chiapas and the ways in which Mexico is approaching product development and marketing. ATTA and Xola team members just completed an intensive study session in these three states and will present findings and opportunities.
For tour operators interested in learning about new itineraries, the webinar will present new trips that link under-explored resources as well as identify potential partners in rural, scientific, conservation, and university communities for innovative trip offerings. Rafting, kayaking, trekking, birdwatching, mountain biking and horseback riding are some of the activities offered in combination with unusual cultural offerings and top-notch gastronomy.
Beginning in 2010 Mexico will take a strong cross-sectoral approach to developing and marketing new areas in these states and people working in tourism planning and development may learn from the process and challenges of development with the complex range of stakeholders active in Mexico.
Register to receive Webinar access instructions: click here.
Product, Marketing Strategies To Shift in 2010 According to First Half 2009 Adventure Travel Tour Operator Study
October 15, 2009
Results of an August-September 2009 Adventure Travel Trade Association (ATTA) first-half of 2009 survey, which reveals the perspectives of 287 tour operators spanning 51 countries, reflects changes in traveler interests and behaviors which are influencing tour operators’ product and marketing approaches planned in 2010.
Participating tour operators, which together serve roughly two million customers annually, in responding to a series of questions concerning actual and perceptual changes in consumer behaviors experienced between January and June 2009, reported that travelers are showing increased interest in the following:
- Custom itineraries: 84% (i.e., 84% of operators reported an increased interest)
- Shorter duration trips: 73%
- Closer-to-home, shorter haul trips: 55%
- Activity based adventures: 79%
- Cultural-interaction adventures: 70%
- Volunteering within travel: 40%
- Multigenerational travel: 55%
According to the ATTA study, customers of surveyed tour operators also showed changing interest in destinations and booking behavior in the first half of 2009. Regions of the world tour operators indicated travelers expressed the highest positive change in interest compared to 2008 included South America (26%), North America (24%), Southern Africa (24%), Western Europe (23%), Middle East (20%) and South Asia (20%).
Meanwhile, operators also reported that travelers are booking trips closer to the actual time of departure. Thirty-five percent of tour operators believe that travelers’ shorter booking windows are here to stay or that the period will be even shorter than it is now. And, one third of operators believe that the booking window in the future will be completely unpredictable.
In line with traveler shifts, approximately half of the tour operators intend to offer more variety of inventory in 2010, with very few reporting a reduction in product offerings. The ATTA interprets, based on formal survey responses and feedback gathered through informal phone surveys throughout 2009, that operators may be increasing product variety to keep up with travelers’ changing preferences, including increasing demand for custom trip, shorter-duration and varied price-point options, as well as to further distinguish for travelers specialized product that helps to further distinguish providers in a highly competitive environment.
“There also appears to be continued strong support among customers for high quality, value-oriented companies, especially those with a clear sustainability message”, said ATTA Vice President Chris Doyle. “Survey results continue to tell us that operators are quickly adjusting marketing and public relations efforts to better address the way in which travelers are becoming aware of and learning about adventure travel options, how they choose destinations and activities of interest, and when they book their holidays.”
Commensurate with the ATTA’s mid-year findings concerning shifting consumer interests, operators indicated that their marketing budgets and strategies also have shifted for 2010.
As in 2007 and 2008 ATTA tour operator surveys, shifts toward more online marketing continue in 2009, with activities such as search engine optimization (SEO) and keyword buying outflanking more traditional means of advertising. Of the 287 tour operators surveyed, 66 percent indicated that 2010 budgets are increasing for online advertising and 72 percent for SEO, while 77 percent plan to dedicate resources specifically for online social networks. Facebook, Twitter and Linked In were the top sites indicated for these endeavors. Additionally, while the social networking phenomenon aspect of the Internet continues to climb, tour operators also are increasingly returning to more traditional customer (‘social’) relationship practices, with both serious increases in both public relations (55%) and physical world consumer/client events and activities (72%).
In the study, traditional advertising budgets continued to decline. Forty-seven percent of operators reported they plan to decrease or eliminate print advertising all together in 2010. Sixty percent of respondents reported they plan to reduce the number of shipped catalogs, while 65 percent plan to more narrowly target their direct mail efforts. Forty-six percent of respondents reported eliminating print catalogs altogether in 2010, reflecting travelers’ move toward digital means of securing information about adventure travel options.
Tour operator booking and profit performance reports for the first half of 2009 were mixed. Despite the economic situation, 33 percent reported bookings in the first half of 2009 were up, eight percent reported flat bookings compared to prior year, and 56 percent reported bookings were down, of which most were reporting bookings down between 10-30 percent compared to the first six months of 2008. Thirty-five percent recorded profits in the first half, 13 percent were flat, and 51 percent recorded losses in the first half of 2009 compared to 2008. Survey responses for the survey reflect actual performance in the first six months of 2009.
“Overall, the adventure travel industry, while impacted by the economy, had solid pockets of resilience and most companies were able to flex enough to survive and in a few cases, thrive, especially in very recent months,” said ATTA President Shannon Stowell. “Many companies did take fairly aggressive measures including layoffs, delay of capital expenditures, salary freezes and, ironically, travel budget reduction.” Not reported in this survey are anecdotal reports from phone surveys conducted between July and October 2009 of ATTA members and non-members indicating that bookings appear to be on the rise in the second half of 2009, so the thought of potential recovery is forefront.
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive trade conferences (www.adventuretravelworldsummit.com), the ATTA also makes possible www.Adventure.Travel, the traveler’s hub of physical, cultural and nature-based adventure travel and guide to trusted tour operators from around the globe.
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Editor’s Note: The full study will be made available free to ATTA Members by October 16, 2009. It will be available to non members for $50USD via online download beginning the week of October 26th.
Members Tune In Webinar: Guerrilla Approaches to Marketing in 2009/2010: Doing More with Less
June 3, 2009
Wednesday, June 17th at 10:00 AM PDT / 17:00 UTC
Annie Ellicott (read biography)
2009 is revolutionizing the way we do business. We are witnessing a new economic paradigm and consumer behavioral shifts which will impact adventure travel beyond the current negative sales cycle.
Times like these call for extreme clarity about:
The assumptions we make about our clients motivations, mindset and 2009 / 2010 definitions of “value”- Prioritization of customer segments and customer relationship management
- New platforms for product merchandising and client interaction
- Competitive positioning in the new world of deals and discounting
- ROI from strategic investment in marketing initiatives across media vehicles
Learn about practical approaches to:
- Research how your prospects are changing their search, planning and booking behaviors
- Repackage and reposition your products to meet a new consumer mindset
- Craft promotional offers which resonate with consumers current add value while protecting your margins
- Creatively incent and expand distribution channels to drive increased inquiries and sales
- Partner with other destination players to leverage your marketing investments
- Deepen your client relationships to drive long-term value for your business
- Leverage your resources (staff, time and $$) more effectively
This ATTA Members Tune In Webinar is for ATTA Members. To learn register for this Webinar, please login to The HUB and click the registration button. Not an ATTA Member yet? Join today.
www.Adventure.Travel Kicks Off 2009 Ad Campaign, Opens to Public Reviews
May 19, 2009
www.Adventure.Travel, the travelers’ guide to finding adventure, has big news this spring, with significant website enhancements backed by a the launch of a more aggressive advertising campaign.
The site, which feature listings of more than 200 ATTA Member Tour Operators, will began its campaign this June, with advertisements in key adventure publications in North America and Australasia. The 2009 advertising campaign includes multiple ads in the following publications:
- Men’s Journal (circ: 700,000)
- National Geographic Adventure (circ: 625,000)
- BACKPACKER Magazine (circ: 1 million plus)
- Archaeology Magazine (circ: 225,000)
- The website will appear in Eddie Bauer’s fall catalogs
- 20,000 STAA (Specialty Travel Agents Association) catalogs, passed out at consumer trade shows and to specialty travel agents
- TNT Magazine (Australia; circ: 12,000)
- Tens of thousands of Adventure.Travel Club Cards sent to ATTA Member Tour Operators in the U.S., for their respective customers
Among several important site enhancements made, www.Adventure.Travel has opened to public traveler reviews using the industry standard for online reviews, PowerReviews. The ATTA believes that reviews by its members’ clientele is the primary selling point of the adventure directory for future bookers, with online reviews increasingly becoming a trusted source of information (Deloitte 2007: read more). Reviews will play a key part in the ranking in search results: higher ranked operators will be listed higher. Additionally, anticipate the inclusion of a new wave of “Must Read” content for travelers arriving in the coming months, with contributions from adventure travel writers around the world – the new content is designed to inspire, engage, educate and motivate travelers to choose adventure first when considering what to do with their leisure time.
About www.Adventure.Travel
www.Adventure.Travel is the traveler’s guide for physical, cultural and nature-based adventure travel. In its second year, the site features more than 200 ATTA Member Tour Operators and top billing on many search engines. Adventure.Travel is brought to you by the Adventure Travel Trade Association, and made possible by ExOfficio.
Online Hub For Adventure Travel Businesses Gains Instant Following
March 3, 2009
Adoption of Online Social Networking Resources Fuels Networking, Business
(SEATTLE) – (March 4, 2009) – Blogs, Groups, Forums and Videos are fueling the rapid adoption of a vibrant new online networking hub for the global adventure travel community launched today by the Adventure Travel Trade Association (ATTA).
Dubbed, “The HUB,” the ATTA’s central digital meeting space is offered to encourage its members to become more active in the global adventure travel community and to build partnerships, create new business opportunities and discuss pressing issues. The HUB is offered exclusively for adventure travel trade professionals representing nearly 500 corporate and organizational ATTA members covering six continents.
In its first two weeks since its ‘silent’ launch, The HUB has attracted more than 70 companies whose executives are sharing expertise and conducting business-to-business discussions. Additionally, users are posting Blogs, photos and videos on a range of adventure-relevant issues, projects and initiatives.
“Our HUB puts a new channel of relationship building and networking front and center for our members,” said ATTA President Shannon Stowell. “It allows our growing community to connect immediately, efficiently and cost-effectively on a very specific set of subject matter and vital business interests. Plus, it’s delivered in a format that offers members a creative, fun and productive way to stay engaged in between physical world networking events, trade shows and our Adventure Travel World Summit.”
In an industry where business progress often is heavily dependent on sharing stories, conveying powerful visual elements, negotiating complex matters, and regularly communicating through different cultures and languages, ATTA’s HUB offers powerful Web tools and features that allows for more effective communication between people. In particular, the integration of video and photo sharing helps users to convey special projects and initiatives that can offer others inspiration, guidance and new ideas to implement within their organization. Evidence already exists that geographic barriers are becoming less of an issue within The HUB. Leading executives from tourism boards and tour operators based in South Africa, Peru, Cambodia, Switzerland, Australia and North America have already connected and collaborated online with cross-continental colleagues.
Beyond serving as a more practical function for the ATTA with one-stop-access to association benefits, The Hub empowers site users to introduce new groups or forums for community consideration. Topics originally seeded in The HUB by the ATTA include: sustainable tourism, use of social networking tools, and indigenous tourism development. For the ATTA, a key objective of The HUB is to allow for organic growth and progression of industry dialogue on current news, issues and other matters of import to the adventure travel trade. New HUB users have recently initiated several discussion groups including such gathering spots as, “PR & Marketing Adventures,” “Adventure Travel Video,” “Adventure Twitters,” “Social Media Engagement,” and “Corporate Social Responsibility.”
Established in 1990, the Seattle-based ATTA (www.adventuretravel.biz) is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive conferences (www.adventuretravelworldsummit.com), the ATTA provides professional support, development, education, research, marketing, career building, networking and cost-saving resources to its members.
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In This Economy, Industry Vets Concur: “Don’t worry about the wind; adjust the sails.”
February 19, 2009
There are no two ways around it: It’s time to, “Adjust the Sails”. So says adventure travel professionals possessing decades of experience who have weathered the worst tempests to date who’ve recently borrowed from that now infamous Ted Turner quote.
It’s been said that the two most important drivers of adventure travel business is the geopolitical scenario and the economy. And, one of the drivers is suffering.
Before a combined total of more than 125 adventure travel industry peers, eight adventure travel industry veterans speaking on two “Weathering the Economic Storm” panels during recent ATTA Regional Meetings in San Francisco (Dec. 5, 2008), Seattle (January 28, 2009) and in Los Angeles (February 13, 2009) agree that this economic downturn is the most challenging the adventure travel industry has experienced. They also agreed in principle that the recession is expected to be prolonged, representing more of a “U” than a “V” shape. Another suggested that a “W” is a more likely scenario, whereby it’ll be an up-and-down ride for the foreseeable future.
In light of our industry’s shared concerns, top-level executives representing Backroads, REI Adventures, Geographic Expeditions, Wilderness Travel, Wildland Adventures, EverGreen Escapes, Travcoa and Classic Journeys stepped forward to share their current experiences, steps they’ve taken to brace for a sustained recession and their prognostications for the next year or two of business.
It’s not all bad news they say. Some companies are still reporting double-digit growth, fueled in part by travelers seeking custom trips and increases in domestic and closer-to-home travel. One company shared, “We’d already done 25% of our 2009 bookings by end of summer 2008, but we anticipate that by this next fall, that situation will be eroded.” The reality is that most companies are feeling the pinch in some fashion.
Most companies would agreed that it’s high time to revisit the fundamentals, ensure sustainability and prepare to come out ahead of the competition. Each of the companies contributing to this industry dialogue were confident of their survival, but noted it would come with serious focus on the bottom line, a serious reassessment of everything, smart cash management, and extra investment in marketing and strategic planning.
In fact, one pragmatic vet encouraged the industry to view this economic downturn as a gift of sorts suggesting that other leaders consider viewing this period as a time to adjust on some key areas that will positively affect the bottom line for years to come. Others from within the aforementioned stable of brands, also dug in and shared tips for ensuring their companies would come out stable, stronger and more smartly positioned once the rebound eventually arrives.
Immediately, experts suggest, consider the following exercises, some strategic, some tactical, to fortify your organization:
To access the remainder of this article featuring dozens of specific prescriptions to weather the economic storm:
ATTA Members – visit your ATTA Members Only Website (If necessary, email info@adventuretravel.biz for your login information)
Not an ATTA Member? Click here to consider joining and playing an active role in the global adventure travel community:
ATTA Members Tune In Webinar: Your Brand Story: Forging Enduring Bonds with Clients
February 11, 2009
Wednesday, February 18, 2009 10:00 AM – 11:00 AM PST (18:00 UTC)
Take a deep, candid look deep inside yourself, your company and our society. Chances are you’ll agree we are faced with a massive and collective crisis of identity and meaning. This crisis has tremendous implications and opportunities for the travel industry. Now more than ever, active & adventure travelers seek deeper emotional connections. They crave meaningful and life-changing experiences that nourish their soul and—in a virtuous circle—give back to both the communities in which they live and the countries they visit.
As a travel provider or destination management organization, it is imperative that you understand how your customers perceive your company, your brand, not just in terms of trends and opinions, but through the powerful lens of timeless myths and archetypes. Understanding your brand story within the context of these ageless stories is critical in communicating deeply and authentically to the public.
Join Edward Wachtman (read bios), Co-founder and Principal of StoryTellings™ Consulting, and Mark Campbell, owner of Solaia Consulting as they introduce you to the StoryTellings™ research process and how it is the first step in designing integrated branding, marketing and messaging that will help you to forge enduring bonds between travelers and your organization. They will provide examples of how this process has served a variety of companies (including non-profit organizations).
ATTA Members’ attendance in this Tune In Webinar is free. Please click here to register.
ATTA Members Only Tune-In Webinars ~ Feb. 11th and Feb. 18th
February 10, 2009
Leaning into the Economy – Opportunities and Strategies to Survive & Thrive
Wednesday, Feb 11 – 10:00 AM – 11:00 AM PST (18:00 UTC)
The ATTA has recently led two Regional Meetings, one in San Francisco (Dec. 5, 2008) and in Seattle (Jan. 28, 2009) which featured expert panels moderated by ATTA President Shannon Stowell. These sessions included the leaders of Backroads, Geographic Expeditions and Wilderness Expeditions from December, and in January, leaders from Wildland Adventures, Evergreen Escapes and REI Adventures. These executives shared their veteran perspectives, insights and prescriptions for how they intend to address 2009 and how they’re tackling this year, while positioning to come out even stronger in 2010.
Shannon will lead this Webinar and share the distilled powerful insights and strategies collected from these panelists. Webinar registrants will be encouraged to contribute through the Webinar text forum to ask questions, share case studies and opine on the current environment. Lean in and learn how you can deal with, survive and thrive within the current market – and, come prepared to contribute to this solution-oriented industry dialogue.
ATTA Members Only Register here
Not an ATTA Member? Learn more
***
Your Brand Story: Forging Enduring Bonds with Clients
Wednesday, Feb 18 – 10:00 AM – 11:00 AM PST (18:00 UTC)
Take a deep, candid look deep inside yourself, your company and our society. Chances are you’ll agree we are faced with a massive and collective crisis of identity and meaning. This crisis has tremendous implications and opportunities for the travel industry. Now more than ever, active & adventure travelers seek deeper emotional connections. They crave meaningful and life-changing experiences that nourish their soul and—in a virtuous circle—give back to both the communities in which they live and the countries they visit.
As a travel provider or destination management organization, it is imperative that you understand how your customers perceive your company, your brand, not just in terms of trends and opinions, but through the powerful lens of timeless myths and archetypes. Understanding your brand story within the context of these ageless stories is critical in communicating deeply and authentically to the public.
Join Edward Wachtman, Co-founder and Principal of StoryTellings™ Consulting, and Mark Campbell, owner of Solaia Consulting as they introduce you to the StoryTellings™ research process and how it is the first step in designing integrated branding, marketing and messaging that will help you to forge enduring bonds between travelers and your organization. They will provide examples of how this process has served a variety of companies (including non-profit organizations).
Recently, Sheree Johnson (the co-founder of StoryTellings™) and Edward Watchman published the cover article in the January-February ‘09 edition of the AMA publication Marketing Management: The Persuasive Power of Story. Access the PDF of this article online at storytellings.com.
ATTA Members Only Register here
Not an ATTA Member? Learn more
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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