Last week’s RDO2 Resort Development Conference in Marbella last week produced opportunities for learning and networking as experts and delegates “mapped the future” of the shared ownership industry during a very successful two and a half days in a very sun-soaked Marbella.
As Dave Thackeray reports in RCI Ventures this week on www.RCIVentures.com, one of RDO’s guest speakers Professor Alan Fyall took time to highlight key trends in the tourist industry during his talk “Turbulence, Twitter and Tsunamis”. He offered insights for industry executives into how to survive in the current climate and how to capture their share of the shared ownership market.
Professor Fyall spotlighted the importance of pinpointing consumers’ changing attitudes, and how to market to them, particularly as there is an ever-evolving, ever growing choice of tourist products, services, programmes and destinations at consumers’ fingertips.
Changes in consumer attitudes and a greater choice of tourism-related products and services mean the shared ownership industry has to modify the way it builds relationships with its owners.
He highlighted five key trends in tourism:
1. Personalisation. Tailor-making the product or service to fit the consumer who now expects personal customisation and can shop around.
2. Simplification. Keeping it simple – unless the offer or product is easy to understand and buy, you could lose clients.
3. Authenticity. Be genuine and be real.
4. Forever young. "50 is the new 40, 60 is the new 50, and so on – and you have to react with products and services according to this shifting mindset."
5. Speed of change. As social media becomes the norm and online buying continues to grow, consumers want instant access 24/7 and to be in control.
Professor Alan Fyall is Professor in Tourism and Deputy Dean Research & Enterprise in the School of Tourism, Bournemouth University. Alan has published widely in his fields of expertise and has written over 100 articles, book chapters and conference papers as well as 11 books including Tourism Principles & Practice, one of the leading international text books on the subject now published in Spanish, Portuguese and Mandarin.