Giving Trends
by Geri Bain
Some innovations are so quickly
adapted that it’s hard to imagine they weren’t always part of our lives— and
like the popular children’s book, The
Giving Tree, they keep finding new ways to serve.
Here are three driving trends that
promise to keep morphing, offering new and unimagined benefits for years to
come.
1) Tapping Consumer Analytics. Customers increasingly expect companies to “know” them as individuals
with unique preferences and provide them with highly specific services and
offerings. There are many ways to gain this information, including predictive
analysis (PA) and other services through online travel-booking services. Ultimately,
businesses can no longer afford to market to consumers on a “mass market, one
message fits all” basis. It’s critical to learn each customer’s wants, needs,
lifestyle, and more—including where they vacation and what activities they want
to pursue—to serve them the way they expect.
2) Going Green. Sustainable practices are good for the
bottom line and the environment. They also add a feel-good factor for guests,
employees, and the community. In a recent TripAdvisor survey, 85 percent of
travelers said that traveling green made them feel more positive about their
trips. This shows green practices are the new normal, and travelers expect
suppliers to embrace sustainable practices that minimize their impact on the
environment. In addition to cost savings, sustainable practices can provide
authentic connections to the destination.
3) Marketing Branded
Lifestyles. Some brands
convey an image that resonates deeply with travelers. Armani hotels in Dubai
and Milan invite guests to live the life of understated elegance that is a
signature of the Armani brand. And Hard Rock Hotels extend the hip,
music-themed restaurants into a vacation (and vacation club) experience. This
is critical because aligning with the right brand can be a great way to tap
into its followers and its image and create a focal point for everything from
design and amenities to marketing.
These three trends promise to remain important in the timeshare industry
for many years to come. Keeping up with how each will be vital for timeshares
in order to meet the changing needs of the consumers. Read the entire article
about driving trends in this month's Developments.