|More than 75% of all travel-related purchasing decisions are made by women.
Women business travelers
Forty-three percent of business travelers are women, and women make more than 75% of all travel decisions (for their families, their businesses and themselves). For example, destination celebrations are a big travel trend. Typically, women are the ones who make the arrangements for groups of family and friends to commemorate milestones like weddings, "big" birthdays and major anniversaries on cruises, tours, and exotic locales.
Savvy hotel chains are taking note of this and offering amenities, safety features and getaway packages with women in mind. Kimpton (Women in Touch) and Wyndham (Women on Their Way) hotels recognized this need early on and others are following suit. The number of women-only travel companies has increased 230% in the past six years.
Marketing saavy lags
Advertising and marketing campaigns aren't catching up as quickly. Some are starting to address the things that make women sit up and take notice; most are not and thereby missing a major revenue-boosting opportunity.
Another trend is the "girlfriends getaway." Whether they're off to the city for shopping and culture, relaxing at a resort or on the golf course, women revel in the fun, frivolity and freedom from daily chores. Nearly half of the respondents to a recent poll reported that they've taken an all-female trip in the past three years and it seems that those who haven't gone yet are jealous -- 88% of those surveyed said they'd love to go on a ladies-only trip. Talk about "You go, girl!"
We're going to look at a trio of travel-related ads, but before I get into specifics, I'd like to make a couple of general observations. People and stories are the most direct way to seize a woman's attention, yet less than a quarter of the travel ads in my (admittedly unscientific) survey included people. More often than not, the ads that did show some humanity showcased a single traveler blissfully soaking in the scenery or the spa. Not to say that women don't enjoy a quiet moment alone -- of course they do -- but if you ask a woman to recall the moments memories are made of, most of the time she'll talk about whom she was with and the good times they shared together. The advertiser who shows her enjoying time with friends and family is far more likely to catch her eye and hold her attention.
ADS BAD, BETTER AND BEST
Bad -- Let's start with this Bellagio ad. Headlines like "It's Not Pretentious if You've Earned It.
Better -- This Hyatt ad is typical of a lot of travel ads. It focuses on the destination, in this case a
Best -- The week's best of the bunch is a Four Seasons ad that is clearly seeking to build its weekend
|Four Seasons ad
I'd like to know what you're thinking. Whether you agree, disagree or have an example of an ad you think speaks to women in their own language, drop me a line at Marti.AdAge@TrendSight.com
~ ~ ~
Martha Barletta is the author of the 2002 book Marketing to Women: How to Understand, Reach and Increase Your Share of the Largest Market Segment and president-CEO of the TrendSight Group, a Chicago-based consultancy specializing in marketing to women.
The Black Friday-Cyber Monday weekend is the blockbuster sales period for marketers, not just as the holiday launching point, but also as a contributor to overall annual sales. Savvy marketers are starting early and turning to omnichannel optimization. Learn what you need to do now. Brought to you by Criteo.Learn more