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Discover the world of faith tourism and hospitality in this short, yet very informative Powerpoint presentation by Kevin J. Wright, president of the World Religious Travel Association (WRTA). Best yet, the presentation serves as a springboard to building your brand in the religious travel market.
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Build Your Brand in the Religious TravelBuild Your Brand in the Religious Travel& Hospitality Marketplace& Hospitality Marketplace
Kevin J. WrightPresident - WRTA
World Religious Travel Association
One Objective
Make the decision to enter or expand your presence in the Religious and Hospitality Market – especially through the establishment of a dedicated department, division, and/or personnel.
One (Measurable) End Goal
Plant the “Religious Market seed” at your company (from this seminar) – and in one year from today, begin reaping the fruits.
What are the measurable fruits? New Market, New Clientele, New Revenues
Religious travel
* Travel to a religious destination
* Travel with a missionary or humanitarian intent
* Travel with a fellowship and leisure intent
What is Religious Travel?
Religious travel
PilgrimagesConventionsMeetings and eventsCruisingMissionary travelAdventure travelVolunteer vacationsAttractionsLeisure vacations
More specifically…
Religious travel
Religious travelReligious hospitalityReligious tourismFaith-based travelFaith-based vacationsFaith tourism(denomination) travelReligious travel and hospitality
What is Religious Travel also known as?
Religious Travelers
Faith-based Trips Taken
Religious Meeting Attendees
Churches & Religious Organizations
Religious Travel Programs
Participate in Volunteer Vacations
14,800,000
2,100,000
600,000,000
400,000
300,000,000
50,000
Can you guess the correct numbers?
Americans interested in faith tourism
Prefers to travel in groups
Would like to repeat their experience
Are first-time cruisers
Appeals to ages 18-34; 35-54; 55+
Current and expected future growth
80%
100%
25%
75%
33%
75%
What about these percentages?
Religious Travel & Hospitality Marketplace
Destinations/DMOsTravel wholesalersTravel agentsTransportationHotels/lodgingAttractionsRestaurantsSuppliers (insurance)Any other sector of the travel industry
Who is involved in (and can service) the Religious Travel & Hospitality Marketplace?
Four Pillars of the Faith-based Leisure Marketplace
Music Film Books TRAVEL!
Major travel and “big” media outlets featuring stories on faith tourism including :
• CBS The Early Show • TIME Magazine• New York Times• USA TODAY• National Geographic• Forbes Traveler• National Public Radio (NPR)• El Pais (Spain)• Financial Express (India)• Travel Weekly• Travel Trade• Modern Agent• Many more…
3 Things to remember about this market…
Religious travel and hospitality
… is experiencing tremendous growth.
… buyer motives are different.
… is multi-dimensional (multi-faceted).
What can YOU do to bring your organization “x” amount of NEW revenues?
Develop and implement aReligious Travel and Hospitality Department
(or dedicated division/personnel)
What amount of new revenues are we talking about?
Group tourso 1 group tour: 35 passengers (average)o 12 group tours: 400 passengerso 30 group tours: 1,000 passengers
Eventso 1 event: 800-1,000 attendees (average)o 4 events: 3,000–4,000 attendeeso 12 events: 9,000-12,000 attendees
Economic Impact: $250k - $750k for every 1,000 passengers/attendees
The Million Dollar Question:
How can your organization….
1.Develop and implement a Religious Travel and Hospitality Department (or dedicated division/personnel)
2. Bring your organization NEW (or expanded) revenues and clientele?
Let’s begin…..
Dispel the Top 5 Myths
…or as I like to call them “Silent Revenue Killers”
Silent Revenue Killer #1
The Religious Travel and Hospitality Market is comprised ONLY of Tour Operators (or Tour Operators that specialize in religious travel).
Revenue Generator Fact #1
The Religious Travel and Hospitality Market is comprised of virtually every segment of the travel industry (think of all the travel industry components that go into a group tour or events….now apply it to faith tourism).
What is the “infrastructure” of the Religious Travel and Hospitality Marketplace?
Travel agents
Tour Operators
Ground operators
Receptive operators
Incoming operators
Destinations
Missionary travel agencies
Airlines
Museums
Travel guides
Technology
Media
Visitor Centers
And Many more....
Tourist boards
CVBs
DMOs
Travel wholesalers
Suppliers
Insurance companies
Rail and train
Consortiums
Trade associations
Cruise Lines
Nature reserves
Shrines
Event services
And Many more
Lodging/accommodations
Attractions
Motorcoach operators
Air service companies
Restaurants
Transportation of all kinds
Convention centers
Car hire/rental cars
Retailers
Consolidators
Charter transportation
Service providers
Online travel companies
And Many more....
Silent Revenue Killer #2
The Religious Travel and Hospitality Market comprises ONLY pilgrimages.
Revenue Generator Fact #2
The Religious Travel and Hospitality Market is comprised of virtually every form of travel, vacation, and events.
Silent Revenue Killer #3
The Religious Travel and Hospitality Market comprises ONLY “old folks.”
Revenue Generator Fact #3
The Religious Travel and Hospitality Market is comprised of all ages: 33% Students and young adults (18-34 years old) 33% Couples, families, professionals (35-54 years old) 33% Workers, retirees (55 years and over)
Silent Revenue Killer #4
The Religious Travel and Hospitality Market desires only “budget/cheap” products and services.
Revenue Generator Fact #4
The Religious Travel and Hospitality Market today desires (and requests) quality products and services.
Silent Revenue Killer #5
The Religious Travel and Hospitality Market will only comprise a very small segment of your business at best (and with little ROI).
Revenue Generator Fact #5 The Religious Travel and Hospitality Market has the potential to become a key cornerstone and pillar of your organization’s revenues.
* Religious market among the largest, if not the largest driver, of group travel in North America * 25% of Americans interested in faith tourism* 16% of Meetings Market is faith-based* Vast majority of certain markets are solely faith-based (missionary travel, volunteer vacations)* Travels/host events during challenging economic times and other volatile situations* Travels/hosts events throughout the year and especially helpful during shoulder seasons* “Low maintenance” accounts; honest; enjoyable; helpful; possess a pied piper/leader
Faith Tourism has gone from niche to
MASS MARKET
These are the 5 Game-Changers that will ensure the greatest opportunity
for success with the Religious Market
1.Dedicate personnel to the Religious Market.
2.Diversify/cater to all travel, vacation & event interests of the Religious Market
3. Cater to all age groups within the Religious Market
4. Promote the quality of your products and services
5. Get rid of the “small market” mentality. See this market in a whole new light; it can serve as a (much-needed) new pillar of revenue for your organization.
What are the building blocks to launching a successful new Religious Travel & Hospitality
division or “focused effort”?
5 Building Blocks…
1. Research and learn about the Religious Market – and its opportunities.
2. Put together a Business Plan (about the Religious Market) including product, sales, marketing, public relations, and operations.
3. Make a company (committed) decision to sell to the Religious Market.
4. Designate/dedicate staff (or division) to the Religious Market.
5. Execute and implement the Business Plan.
Are there precedents? Yes, there are…
1.Tour operators
2.Destinations/DMOs
3.Lodging/Hotels
4.Transportation
5.Suppliers including insurance companies
6.Travel agents
Let’s complete 2 building blocks today…
Research and learn about the Religious Market – and its opportunities.
Put together a Business Plan (about the Religious Market) including product, sales, marketing, public relations, and operations.
Make a company (committed) decision to sell to the Religious Market.
Designate/dedicate staff (or division) to the Religious Market.
Execute and implement the Business Plan.
1.PRODUCT/SERVICES: Develop products/services to attract faith-based travel groups and events.
2.MARKETING: Develop marketing ideas/program to attract faith-based travel groups and events.
3.SALES: Develop sales ideas/program to attract faith-based travel groups and events.
4.PUBLIC RELATIONS: Develop PR ideas/program to attract faith-based travel groups and events.
5.ADVERTISING: Develop advertising ideas/program to attract faith-based travel groups and event.
KEY POINT: APPLICABLE TO WHOLESALERS, DESTINATIONS, AND SUPPLIERS OF ALL KINDS.
BUSINESS PLAN – RELIGIOUS TRAVEL & HOSPITALITY MARKET
Next steps for getting started after you leave here today…
Join me on….Join me on….
LinkedIn Facebook Twitter WRTA Social Network
WRTA Religious Travel Buyer’s Guide
Get your free copyThe “Who’s Who” in Faith Tourism
Ask how to be featured in the next Buyer’s Guide!
The Travel InstituteThe Travel Institute
Educational Courses on Faith Tourism available...
Religious Travel Market Educational Course (2 CEUs) Religious Travel Market Business Package (4 CEUs)
WRTA Members have access to above courses
www.WRTAreligioustravel.com
Join WRTA as a Member….Lots of resources, networking, opportunities for publicity
• Books and guidebooks• Social Networks• Directory• Online Buyer’s Guide• Videos• Much More!
www.WRTAreligioustravel.com
World Religious Travel Expo 2009World Religious Travel Expo 2009
The Most Important Meeting and Event The Most Important Meeting and Event in Religious Travel and Hospitalityin Religious Travel and Hospitality
600+ attendees from 30 countries
November 14-16 2009 Reno, Nevada
www.WRTAexpo.com