Jeff Welch, President of MercuryCSC, was invited to speak at ITB and discuss our approach to marketing and communications for travel brands and destinations. It’s an approach that that at its core sets travel apart from tourism. Read more at http://mercurycsc.com/blog

1. Be You rs e lf.
THE NEW MODEL OF TRAVEL
THE NEW MODEL OF TRAVEL
ITB BERLIN: MARCH 8, 2012

2. TOURISM OR TRAVEL?

3. TOURISM OR TRAVEL?

4. TOURISM OR TRAVEL?

5. TOURISM OR TRAVEL?

6. TOURISM OR TRAVEL?

7. TOURISM OR TRAVEL?

8. TOURISM OR TRAVEL?

9. TOURISM OR TRAVEL?

10. TOURISM OR TRAVEL?

11. Th e G e otrave le r is inte re s te d in you .
Are you inve s te d in b e ing s om e th ing e ls e ?

16. OLD MODEL: TO U R IS M
If you build it, they will come.

17. NEW MODEL: TR AVE L
Be yourself and they will come?

19. C O N N E C TIN G BR AN D S WITH P E O P LE WH O
VALU E
AU TH E N TIC P LAC E S AN D IM M E R S IVE
E X P E R IE N C E S

20. C O N N E C TIN G BR AN D S WITH P E O P LE WH O
VALU E
AU TH E N TIC P LAC E S AN D IM M E R S IVE
E X P E R IE N C E S
#16 in Outside Magazine’s 50 Best Places to Work

21. Source: Adventure Travel Trade Association
George Washington University

22. G E O TR AVE LE R S VALU E AU TH E N TIC
P LAC E S
• 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

23. G E O TR AVE LE R S AR E LE AD IN G AM E R IC A’S AWAK E N IN G
CULTURAL LANDSCAPE

24. T r a v e l is n o t
s o m e t h in g t h e y d o . . .
IT IS PART OF WHO THEY ARE.

25. ” I t h in k t r a v e l s h o u ld b e a f u ll-b o d y
e x p e r ie n c e
— tha t w e o u g ht to o b s e rve a nd a b s o rb
t h e n a t u r a l w o r ld , t h e c u lt u r e , t h e

26. TR AVE L R E P R E S E N TS TH E AP E X O F TH E IR
NEED S
CONNE
CTION

27. NEED S = $

29. H O W TO C O M M U N IC ATE WITH
G E O TR AVE LE R S
• Tell your story frankly
• Inspire your tribe
• Localize as much as possible
• Convey your expertise
• Integrate mindfulness & sustainability
into the business itself

38. NEW MODEL: TR AVE L
Be yourself.
Be traveler focused.
Speak frankly.