Individual Traveller (FIT)
International trends show that there is more demand for individual - FIT travel ( = free independent traveller ) rather than group travelling. There is maybe more interest in young and trendy adults than +50 couples (baby boomers, empty nesters, WHOPs (= wealthy, healthy, older people). The first group can be reached more by image and product marketing using eMarketing tools and through on-line tour operators. The latter group perhaps by using more traditional distribution channels.
Leisure traveller is more in focus when there are vacation periods, especially during summer months. The city break theme has also clientele which is travelling during longer weekends, from Thursday to Monday.
You will also find traditional tour operators and travel agencies which are selling packages for individual travellers. Short break includes mainly flight and accommodation. Some customers like to purchase additional services in the final destination, some are using dynamic packaging to purchase the package before the trip. City breaks are growing market at the moment globally.
The cycle of marketing is important when we are talking about traditional tour operators. It takes sometimes years to reach the ultimate goal to have the product or package in tour operators manual or website. Service suppliers should pay attention to the following:
- pricing ( retail prices, sales margins )
- accessibility ( transport )
- reservation systems
Products, services, and packages should be ready for summer season already in Autumn the year before. Winter season is demanding its products to be ready for sale already in the end of Spring same year. The penetration time in different target market areas varies a lot. Chinese and Russian markets are normally reacting quite fast. Japanese market is reacting quite slow due to it's different tourism hierarchy and efficient consumer laws.
Please, get acquainted with our Marketing Actions and ask for an offer. We are ready to give more detailed information about our campaigns, projects and actions in different cycles of marketing.
Kari Halonen, Owner and General Manager:
Regional tourism development, Project management, international marketing events and campaigns
E-mail: kari.halonen [at] toolboxtravel.fi
ToolBox Consulting Ltd.
Mailing and invoicing address:
Maininkitie 2 C 22, FIN-02320 Espoo Finland
Telephone: +358 50 375 1328
E-mail addresses: first name. last name(at)toolboxtravel.fi
Linkedin.com: ToolBox Consulting Ltd., Helsinki Tourism marketing & development
VAT number: FI3013795-6
Image: Visit Helsinki material bank
ToolBox Consulting Ltd. is specialized in improving service sector and especially tourism industry; its entrepreneurship and area organizations. Focus in all operations is towards international markets and progress.
ToolBox Consulting Ltd.
Maininkitie 2 C 22
FIN-02320 Espoo Finland
Tel. +358 50 375 1328
office [at] toolboxtravel.fi
» View detailed contact information here