Issue link: http://tourismwpg.uberflip.com/i/1019180
Economic Development Winnipeg | Tourism Winnipeg | YES! Winnipeg 15 Travel Trade Trends » More and more savvy travellers are choosing to make their travel plans off-season in order to avoid overtourism and long queues » Sustainable, authentic eco-tours, especially within the luxury realm of adventure travel, is becoming more of a focus » User-generated content (UGC) is the most trusted form of content. 57% of millennials have made travel plans based on an image or video they saw a friend post on social media » Personalized and tailored experiences that not only meet, but exceed expectations, is paramount » 58% of millennial travellers prefer travelling with friends or as a group, which is 20% higher than previous generations » Transformative travel is a key driver for today's travellers, with the desire for genuine human connection that includes local, immersive experiences » Seasoned travellers are in search of winter and Arctic destinations, with an emphasis on the Northern Lights » Culinary tourism continues to play a big role in itinerary building, with an increased interest in food tours, farm- to-table meals, hands-on cooking classes and 'dine-at- home' excursions in locals' homes Travel Trade The travel trade sector is lucrative since travel agencies, tour operators, and affinity clubs provide destinations with a new customer database through their individual marketing reach and influence. There are three subgroups of travel trade: retail travel agencies that re-sell travel packages, wholesale tour operators that create travel packages and sell them both to travel agencies and directly to consumers, and affinity clubs (groups linked by common interests) that either purchase travel packages or are FITs (frequent/foreign independent travellers). Target Markets Tour operators, motorcoach companies, receptives, student/youth, affinity group planners and travel agents Geographic Markets Primary Canada and U.S. Secondary International Tactics Tourism Winnipeg has developed strategic sales activities in collaboration with stakeholders to increase the number of group and packaged tours to Winnipeg. A focused sales approach with compelling messaging, an elevated presence at trade shows, marketplaces and client events, and further niche market itinerary development assist in meeting Tourism Winnipeg's specified goals and objectives. Industry Collaboration Tourism Winnipeg will continue to collaborate with Travel Manitoba and industry stakeholders to support sales activities and marketing programs to increase the number of group and packaged tours to Winnipeg. Sales Activities Tourism Winnipeg's sales activities include prospecting, in- person sales meetings, follow-up calls, distribution of sales kits, relationship building, direct mail programs, tracking, site inspections, familiarization tours, and client servicing. A concerted effort has been made to increase prospecting calls to attract new business. Tourism Winnipeg will also increase its sales activities in the student/youth market. Winnipeg Tour Connection Tourism Winnipeg will continue to lead and invest in the Winnipeg Tour Connection, a private/ public-sector marketing consortium of 34 industry partners. The Winnipeg Tour Connection is a collaborative group of stakeholders representing destination marketing associations, hoteliers, attractions, transportation, events, and receptive tour companies. It provides a single identity in the marketplace for increased recognition of Winnipeg as a group and travel trade destination. The Winnipeg Tour Connection attracts group and packaged tours, optimizes marketing budgets and ensures the ultimate delivery of tours that are ideal for exploration, discovery, and inspiration. Trade Shows, Marketplaces, and Client Events Tourism Winnipeg will attend several trade shows, marketplaces and sales events to promote Winnipeg as a group and packaged Mike Peters