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The travel Channels: the tourism and hospitality industries are changing to meet the demands of experience-hungry travelers.(special report: europe & the middle east)
- Article from:
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Communication World
- Article date:
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January 1, 2008
- Author:
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Copyright informationCOPYRIGHT 2008 International Association of Business Communicators. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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[ILLUSTRATION OMITTED]
Consumers today are in constant pursuit of new experiences. They want an escape from a busy, demanding life, to be moved and inspired emotionally and spiritually. They respond to messages that evoke feelings and fantasy rather than those that outline a function. In short, they are dream chasers.
In the travel, tourism and hospitality industry in particular, companies that want to stay competitive must therefore define their unique value proposition--the "experience" only they can provide. The experience must be authentic, not contrived, and built on strong values. This means building an emotional connection with consumers, something that's never ...