Wedding Guru Speaks Part 3

2011 CHANGING DEMOGRAPHIC

Recently came across the following article in Travel Market Report and thought it might be of interest to the readers of my blog. It is written in a very straightforward manner and really touch on what is happening in a constantly changing marketplace. Most important it quoted Daniel Levine,a leading trends expert and Executive Director of the Avant-Guide Institute. (He was the keynote speaker at last year's Caribbean Marketing Conference in New York)

Travel Agents and marketers ESPECIALLY those in the Caribbean community, this should be a "must read". While there is an upsurge in spending for the wedding & honeymoon markets (a topic I will address in my next edit) market understanding and expansion of the changing lifestyles, should be clearly understood by all.

8 Game Changing Trends and What They Mean to You

by Marilee Crocker

What are the consumer trends that will shape your business in 2011 and beyond? When Travel Market Report asked the experts, we learned that seismic shifts are in play right now.

“Culture moves slowly. Every once in a while, there’s a huge quake. It’s happening now,” said trend consultant Daniel Levine.

Trends are not fads, noted Levine, executive director of the Avant-Guide Institute in New York. Trends are big picture forces that alter the way people think and feel, In 2011, those forces will be dramatic, and their impact profound. Take a look.

#1: Boomers! Boomers! Boomers! This year, baby boomers will celebrate their 65th birthdays at the rate of 10,000 people a day. These boomers have time, money and energy to spare; they are “a force with tsunamic proportions,” said consultant Ken Dychtwald. They also have a deep thirst for experiences, and that holds true across income levels.

“By the time you reach your 50th or 60th birthday, you understand that happiness is likely to come from having a great dinner with friends, a fabulous vacation, or discovering a new aspect of yourself,” said Dychtwald, founder and CEO of Age Wave in Emeryville, CA.

Implications: Boomers will value the expertise of travel consultants who can help them craft the fantastic experiences they want – trips that nourish, rejuvenate and enlighten, learning and volunteer vacations, customized adventures. There’s “too much at stake” for these travelers to book through the Internet, Dychtwald said. “It’s not: what is the cost of the airplane? It’s: what is the cost of that week in terms of its importance in my life?”

# 2: The search for meaning. The recession and its aftermath are renewing a consumer focus on meaningfulness, “making people look inward at things that are really important to them,” Levine said. What matters now are: families and friends; education and self-improvement; health and spirituality; creativity; community involvement; and the environment.

Implications: “Travelers are willing to spend a lot of money on travel experiences, but they need different reasons to spend it,” Levine said. “For agents, the real strength is in marketing what they have in a different way – offering it to their customers as valuable, meaningful experiences. You have to press different buttons.”

#3: Green! Green! Green! Environmental awareness is influencing consumer choices in a big way.

“Concern about sustainability and the planet is top of mind for everybody,” said James Canton, CEO of the Institute for Global Futures, a San Francisco firm that advises global Fortune 100 companies. At Avant-Guide, research shows that environmental concern is “the biggest social trend for the rest of our careers,” Levine said.

Implications: “Seek out companies doing green things that are cool. Use that as a selling tool. People are willing to pay more for things that are really important to them, and green issues are one of those main things,” Levine said.

The Institute for Global Futures is telling its key clients that “for every strategy, new product or service, you must pay attention to the fact that over 98% of consumers in every market worldwide view themselves as environmentalists,” Canton said.

#4: The influential consumer. Marketing has lost its power; consumers are the “new influentials,” according to Canton. “Brands selling direct to the consumer are now being substituted by consumers recommending to consumers. In some ways they’re hijacking brand marketing for all products.”

Implications: Travelers may be getting recommendations from other consumers via the Internet, “but the final arbiter is that intimate relationship with a knowledgeable agent,” Canton said. Travel sellers should be able to capitalize on their role as trusted advisor. “Travel agents can provide a reality check. Consumers want integrity of information,” Canton added.

#5: A defensive mindset. Consumers are hedging their bets against events or circumstances that might blow their budgets, said Alexandra Smith, global trends analyst for Mintel International Group in Chicago. “It’s this defensive mindset around spending.”

Among the indicators Smith cited are: divorce insurance, which covers the cost of divorce logistics; increased sales of frozen foods, because they won’t go bad; and wedding day insurance that reimburses couples if it rains on their special day.

Implications: Recommend all-inclusive travel options that make it easier to budget and suggest to customers that they buy trip insurance, “Look at creative forms of travel insurance that go beyond lost luggage - insurance that insures that you’re getting the best trip you can. There’s an opportunity for travel services providers to weave that into packages they sell,” Smith said.

#6: Strong women - with friends. Expect to see growing numbers of single women over 50 traveling with their friends, said Dychtwald of Age Wave. Compared to earlier generations, boomer women are “more highly educated, more empowered, more independent, more powerful in almost every single way.” Many have also inherited money from their husbands or parents, and they have a passion for learning.

Implications: Women Boomers are a market that’s ripe for the picking, said Kathy Dragon, founder of the search engine traveldragon.com and a consultant in new media. Travel sellers need only issue an artful invitation. “Women Boomers are taking up any invitation from friends to go anywhere where they can learn. They’re saying, ‘I’m going to South Africa. Do you want to come?’”

#7: Internet ubiquity. “The Internet will be everyplace. It’s converging with TV, with computing, with cell phones. It’s the convergence of all this information technology into one kind of appliance. Every consumer purchasing decision is going to be mediated by this convergence,” Canton said. “The move to mobile computing, mobile communications, mobile transactions is going to transform consumers - always-connected devices that give me choices.”

Implications: “Brands need to learn how to navigate this new territory,” Canton advised. “If you are ignorant of your digital persona in the world as a brand, if you’re not managing Twitter and Facebook [etc.], that’s a huge liability.”

Businesses need to keep three things in mind, Canton said: 1) it’s about influencing the influencers; 2) perception is reality; and 3) monitoring and understanding your reputation is more important than any ad a business can take out.

#8: Stories are trickling up. The way that news and cultural influences spread has undergone a profound change, said Lisa Johnson, CEO of the Reach Group in Portland, Ore., and an expert on women consumers.

“Things that are impacting culture and what we’re talking about are trickling up.” Johnson cited the power of social media to take one person’s angry TV interview and turn it into a video (“Bed Intruder Song”) that became YouTube’s most-watched video in 2010. “Things don’t come on slowly anymore. They come on like a flood, and they don’t have to be mainstream.”

Implications: Stories communicate and they spread quickly, so use the power of story in marketing and social media, Johnson said. “If you want to create influence, you tell a story. Story is the new flavor for marketing, the enduring flavor.”

HAPPY NEW YEAR AND THANK YOU!!

Happy New Year to everyone and wishing Peace, Happiness and Prosperity for 2011 and beyond.

I have decided to start the New Year off with truly thanking all the wonderful people I have had the good fortune to meet in the travel industry, and for all the support I have received throughout 2010. I am most blessed and fortunate to have so many wonderful people in my life.

Today, I digress from the business of bridal, destination weddings or Caribbean honeymoons to give an update of select individuals who are tops in their fields and are doing bigger and better things. One such individual is none other than Randy Doty. I do not know how many of you know this fabulous gentleman, but if you have the good fortune to meet, work with/for him, you will know that he is the all around best: In personality, behavior, industry knowledge, integrity, and in commitment. I am proud to call him friend, and I am proud to promote his new company and vision. He did not ask me to do so, and I am sure he will be absolutely surprised when he reads this.

Randy has been a Marketer in the hotel industry, for as long as I have known him and as you will see from the information below, is skilled and knowledgeable in all aspects of the hotel/travel industry. If you are in the process of revisiting or selecting a new marketing company, do consider Randy as he will go the extra mile for you.

Randy's Company is: "D&D ASSOCIATES, MARKETING & COMMUNICATIONS" P.O.Box 308771, St. Thomas, United States Virgin Islands 00803. Phone:340-771-1144 Email:rdotyvi@msn.com

"Let our Marketing & Communications Consultants customize a proposal tailored to your business needs, we offer a variety of standard services to our clients many of which are outlined below. If you need a project or service currently not listed in the information below please inquire. We also have affiliated partners or selected service providers where we will facilitate or provide introduction on your behalf.

Sales & Marketing

• Sales & Marketing Plan Development

• Sales Plan Deployment Development

• Sales Calls to the Travel Community & Travel Partners

• Brand Development & Business Pull-Thru Recommendations

• Contracting Services for Group or Wholesale Segments

• Contracting Services for Functions & Events

• Identification & Representation in Niche Markets (Dive, Wedding etc.)

• Segment Specific Plans to Target your Key Business Segments

• Develop a Recommended Annual Trade Show Plan

• Quarterly Plans & Actions for Company Associates

Communication & Public Relations

• Marketing & Communication Plan Development & Deployment

• Press Releases & Communications for Product Specific Industries

• Crisis Management Planning

• Package & Promotional Development for defined Products or Services

• Event Planning Services for Meetings or Destination Events

• Brochure, Flyer or E-Blast Development

• Social Networking Opportunities

Product Representation

• Overall Representation Services for Hotels, Resorts & Other Business

• New or Rebranded Product Launch

• Develop You Company Vision Session

• Industry Trade Show Coverage & Reservations Center Training

• Plan & Coordinate Familiarization Trips & Site Hosting Services

Operational Efficiencies

• Evaluate existing Operations Plan effectiveness for your Business>br>
• Review Staffing Guides and Schedules for Operational Efficiencies

• Time & Motion Study to target areas for Improvement

• Development of Job Descriptions & Daily Checklists to Maintain Efficiency

Service & Staffing Effectiveness

• Provide a comprehensive business evaluation from a shopper perspective

• Review existing guest comments or brand service scores & develop improvement plan with target dates.

D&D Associates can extend your business reach with our Affiliated Partners & Service Providers who can provide additional services to our Key Accounts. Let D&D Associates Marketing & Communications facilitate additional services or project completion to extend your business reach."

Any questions, do not hesitate to contact me: Jacqueline@marrycaribbean.com. Also do take time out to visit http://www.MarryCaribbean.com and see the new improvements on this site - promoting all things Caribbean. On this site you will also see the new Chinese portal - again promoting the Caribbean to over 50 million affluent Chinese travelers.

NOW BEGINS THE SEASON OF ENGAGEMENTS!

The holiday season is upon us, starting with Thanksgiving and now begins the ritual of couples planning to solidify their relationships.

For those of us who focus on this market: Destination Weddings & Honeymoons: we go into high gear with promotions, advice and all manner of information. Destinations and hotels, if serious about this business should now focus on reminding couples, where to stay, what to do and the reason why your destination or hotel should be the preferred location.

From now until the spring this is considered the prime season for engagements. After all families are getting together to celebrate the holidays and the pressure is on for couples to make the 'important' announcement.

Over the last few days I have been monitoring the Social Networks regarding the number of couples announcing their engagements, and I am happy to say that marriage is still in 'vogue'. The http://www.MarryCaribbean.com is also seeing a surge in the number of visitors to the site. A happy time indeed!.

What is changing is the number of couples opting for non traditional locations, so if Caribbean countries want to remain competitive in this arena they do need to have a marketing strategy in place. According to the Wedding Report over 80% will go on a honeymoon. 39% will stay at a Resort and Destinations please do note that a whopping 15% will take a cruise. For more information on the business of weddings you can either contact the Wedding Report for more information or just email me: Jacqueline@Marrycaribbean.com.

I will be heading to Las Vegas in a couple of days to speak on the business of weddings at the upcoming Luxury Travel Show and of course at this event will delve into all the nuances of the bridal market. I would also like to feature a few promotions on http://www.Marrycaribbean.com so if you have a sweepstakes program you would like to donate, do not hesitate to contact me.

Dominican Republic - A Romantic Getaway

Recently had the opportunity to attend the FCCA (Florida-Caribbean Cruise Association) Conference in beautiful and interesting Santo Domingo in the Dominican Republic. It has been a few years since I visited this destination, and was again surprised at the improvements and quality of the restaurants on this historic island.

It was an easy connection via American Airlines and it was a difficult choice between AA and Jetblue. However, AA won out because as a platinum member I had a few benefits.

The arrival at the airport was a seamless and easy one, and from immigration to FCCA personnel, everyone was on top of their game and made you feel absolutely welcome. Vanessa representing the Tourism Department was phenomenal. The Dominican Republic is indeed fortunate to have such a passionate and gracious individual representing them.

With a population of over 8.5 million people, the Dominican Republic has it all. From great beaches, historic towns/buildings, restaurants, fantastic weather and while Spanish is the dominant language, it is easy to communicate and get around. The city has much to offer: Museum of the Royal Houses, documenting Santo Domingo's rich history: Palace of Columbus, Museum of the Dominican Man, Museum of History and Geography, Museum of Larimer, explaining the island's mining and jewelry industry: Amber Museum, Museum of Modern Art to name a few.

The Colonial City in Santo Domingo is a lover's dream. With its cobblestone pathways/street, great restaurants, shopping, nightlife and parks, one could easily while away the day on a romantic jaunt. Great destination for a wedding or honeymoon. The cathedrals are simply awesome: the history, the beauty, the elegance, all added to create that forever bond - marriage. Santo Domingo boasts some very upscale hotels - from the intimate to the corporate. Visited the Hostal Nicolas de Ovando an elegant colonial contemporary decorated 104 rooms and suites. Each room opens to a garden, swimming pool or the famous Las Damas river. Next I visited the very, very romantic Hotel Frances. With 19 rooms and gorgeous outdoor space, it was a difficult moment to truly leave this place.

Shopping in Santo Domingo is an easy one, as you have the choice of a few 'malls' to provide you with the necessities. One such mall is called the Blue Mall - and serves the high end market. Of course one cannot leave this destination without buying its fabled Amber or Larimar Stone. And what better way to end your shopping experience in the colonial city but to dine at one of the great local restaurants such as Meson di Bari.

Thoroughly enjoyed Santo Domingo and looking forward to visiting the rest of the country. Again a great destination for a Caribbean honeymoon or destination wedding. For more information on the Dominican Republic, please visit http://www.MarryCaribbean.com

HOW TO SAVE MONEY WHEN TRAVELING

Just saw this edit on Travel Agent online and thought it was excellent. This is so very timely for those who are planning on traveling to the Caribbean. Whether it is a romantic jaunt, a Caribbean Wedding or honeymoon, packing correctly is crucial to minimize the extra financial outlay.

"ASTA has provided some helpful packing tips to assist travelers that will make packing a breeze as part of its ongoing consumer advisory series. “There are two kinds of travelers in the world: those who packed light and those who wish they had,"ASTA notes, urging consumers to use a professional travel agent and to visit ASTA’s consumer website:

www.travelsense.org

. "With the now ubiquitous checked-baggage fees charged by most airlines, getting everything into as little space as possible is more important than ever."

"ASTA members know the techniques of efficient packing and packing tips for all types of travel," said Chris Russo, ASTA president and chair. “Travel agents really are there for their clients before, during and after their trip."

Here are a few techniques ASTA offers for efficient packing for all types of travel.

* Make a plan and stick to it. A packing list eliminates the panic of last-second packing, serves as a handy guide for repacking at the end of the trip, and can be beneficial in the unfortunate event of lost or stolen luggage.

* Check and check again. Cross-check your packing list to determine if one piece can cover multiple occasions. Pick clothes that coordinate well together, based around complimentary colors.

* Leave it behind. When it comes to jewelry don't take what you don't want to lose, and leave behind the flashy pieces that could attract thieves. Leave the perfume behind when scented lotions will work just as well.

* Ready, set, go. Keep a travel kit perpetually stocked in a waterproof case -- it saves packing time before the trip and aggravation after arrival. And don't fill bottles up to the very top--pressure inside the plane may force the contents to expand and overflow. Also, be careful when it comes to checking aerosols in your checked luggage as they also can explode under pressure.

* Smooth operator. Iron everything before placing it in the suitcase. If it goes in crisp and clean, odds are more in its favor of coming out the same. Button all buttons and zip all zippers.

* Fold it like you mean it. Practice folding like they do in clothing stores - they use that method for a reason. The better the fold, the fewer the creases. The interlocking method of folding clothes is ideal for suitcases. Overlap two pieces of clothing flat and then fold them into each other so that each piece cushions the other to aid in defying wrinkles.

* Pack backwards. Pack what you plan to wear or will need first, last. This will prevent rooting around the suitcase for a specific item while disrupting the rest.

* Pack it in. Packing loosely wastes precious space and causes clothes to wrinkle. Eliminate wasted space, such as the insides of shoes, which are perfect for socks or underwear. And when repacking, remember that balled-up, dirty laundry takes more space than carefully folded clothes, so repack your used clothing identically to your original packing method.

* Pack it out. Always carry travel documents, medication, jewelry, traveler's checks, keys and other valuables in your carry-on luggage. Items such as these should never be packed in checked luggage.

* Signed and delivered. Label each piece of luggage, both inside and out, with your name and telephone number, but not your home address. If an address is needed, then put your office address.

With a little TravelSense, a few packing guidelines and some helpful packing tips, traveling light will be an easy plan to follow, ASTA says. ASTA’s consumer website makes packing easy with a customizable packing list based upon a traveler’s destination, accommodations, weather at their destination, tour activities and number of travelers. Travelers can print off a checklist or e-mail it to themselves.

For more information on packing or traveling to the Caribbean for your destination wedding or honeymoon, please visit http://www.MarryCaribbean.com.

CARIBBEAN TOURISM ORGANIZATION LEADERSHIP CONFERENCE

Recently attended the Caribbean Tourism Organization Leadership Conference in Barbados, and was duly impressed with the quality of the speakers and the messages. As usual, most Government functions in the region start with the formality of 'Flag Presentation' (a parade of each country's flag) and the host country would provide some form of entertainment. Well Barbados outdid themselves with the artistry of their military band.

Here it is a Sunday morning when I should be in Church, however I am in a meeting tapping my feet to some of the best music I have heard in a long time. The first speaker was none other than the CEO of British Airways, Mr. Willie Walsh - and he had some sobering thoughts on the the new passenger tax on British consumers and its impact on their travel habits. Excellent speaker and very much at ease in the Caribbean.

In the ongoing education of new markets by CTO, Mr. Pierre Gervois - President of China Elite Focus was next at the podium delivering one of the most riveting and entertaining speech on 'Targeting China's New Millionaires and Upscale Travelers. Mr. Gervois is the foremost expert on this market. A former Chief of Staff to the President of France, he now resides with his family in Shanghai and is also President of the Shanghai Travelers' Club. With 50 million Chinese travelers ready to see the world, he is expecting this number will double by 2010. And it seems they like to indulge in my favorite pastime, shopping. Obviously their travel habits and expenditure is greater than mine.

The quality of the speakers and information throughout the next two days was informative and educational.

The host hotel was the Hilton Barbados, and they did a fabulous job. The food was awesome, and I do believe I ate flying fish every day. This was superbly done. But what makes the hotel top of its game was the personnel. From bellman, to front desk to housekeeping, everything was done with a smile, gracious attitude and prompt delivery. I was very impressed with the staff and did fill out the comment card giving a rating of '10' (the highest.

. The sand on the beach was powdery white, the grounds - absolutely beautiful and I would watch the men rake the sand each morning just as the sun was coming up. Yes, my room faced the ocean.

Overall, the staff of the Caribbean Tourism Organization did an outstanding job in delivering a great conference.

I would also like to thank the members of the Allied Group who again voted for me to represent them on the Board of Directors. If more information is needed about the conference please do not hesitate to contact me: Jacqueline@MarryCaribbean.com