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Marketing to the pleasure trip worldwide market is different from marketing to domestic markets. The international market is bigger and more diverse, with a range of challenges. While many of the same marketing principles apply, there are some important differences. Here are four of the most important differences: 1. The primary benefit sought by travellers. People take a pleasure trip for a variety of reasons.
* The importance of family and friends to travellers. Travellers with children at home are more likely to value family and friends. In addition, women view building family social networks as their role. They may rate the benefits of family-based travel more highly than do men. * The importance of family ties and R&R is also affected by education level. Travellers with a university degree score slightly lower than those with a high school education, even after accounting for other factors.
* The benefits of discovering new places are also significant to travellers. A quarter of Canadian adults say that they value acquiring new knowledge and learning about other cultures. Additionally, almost a third of adults prioritize maintaining social ties. Finally, almost one-third of Canadians consider discovering something new as a top priority when planning their vacation.
