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SIX
NEW TRENDS
THAT WILL CHANGE THE WORLD
SPONSORED BY
@TOPOSOPHY
• Senior Tourism Analyst, TOPOSOPHY
• Specialist in Millennial traveller
trends and strategy
• Over 13 years’ experience i...
WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER
2
TRENDS.
1
HOT TOPIC.
MILLENNIALS
WHY MILLENNIALS?
• E x e r t i n g h u g e i n f l u e n c e o n t o u r i s m
i n d u s t r y t h r o u g h d i s r u p t...
FROM NOW ON THE TOURISM INDUSTRY
WILL HAVE TO BECOME
‘MILLENNIAL-PROOF’
What does
‘Millennial
Proof’
mean?
Becoming ‘Millennial Proof’
means becoming
FUTURE READY
• R e c o g n i s e t h a t M i l l e n n i a l s a r e
i n c r e ...
Millennials aren’t just your
‘customers’, they’re your best
ambassadors and strategists
Millennials mix
digital and
physical,
business and
leisure,
smartphones
and tablets,
reality and
fantasy. You
have to spea...
M o d e r n i s i n g y o u r d e s t i n a t i o n
m a n a g e m e n t
C r e a t e t h e d i g i t a l a n d p h y s i c ...
Will it change
the world?
C H A N G I N G T H E WAY T H I N G S A R E
D O N E
• To o m a n y i n t h e t o u r i s m i n d u s t r y a r e
d o i n g...
FROM NOW ON THE TOURISM INDUSTRY
WILL HAVE TO RECOGNISE THAT NOT
ALL MILLENNIALS ARE THE SAME
“1 in 3
Millennials Has
A Tattoo”
HuffPost Style, 16 Jan 2013
K N O W Y O U R M I L L E N N I A L S
A r e t h e y r e a l l y ‘ P L U s ’ ?
W h a t ’s b e h i n d t h e h e a d l i n e...
The same, but different
SCHOOL LEAVER / APPRENTICE
YOUNG PROFESSIONAL / STUDENT / ‘NEET’ PARENT /
MARRIED / SINGLE
16-18 ,...
The same, but different
Millennials are defined by the times in which they
up: world events, the economy and social change...
The same, but different
• Young people are very diverse. Their needs and tastes
can change rapidly as they grow.
• Underst...
W H AT M A K E S M I L L E N N I A L S T I C K ?
• L o o k b e y o n d t h e s t e r e o t y p e s
• Wo r k w i t h y o u ...
T H E A N S W E R :
I N T H E PA L M O F Y O U R H A N D
• B e p r e s e n t , b e p e r s o n a l .
• M a k e y o u r c o...
Will it change
the world?
K N O W Y O U R M I L L E N N I A L S
• Yo u c a n ’ t a f f o r d t o g e t t h i s o n e
w r o n g . M i l l e n n i a l...
Your FREE guide to destination
marketing & Millennials:
‘Putting Your Place on the Millennial
NICE TO
MEET YOU
Acharnes, Athens, Greece | T. +30 210 8941610
F. +30 210 24 04405 | E. info@toposophy.com
pjordan@toposop...
Six Trends That Will Change the World - Toposophy at WTM London 2015
Six Trends That Will Change the World - Toposophy at WTM London 2015
Six Trends That Will Change the World - Toposophy at WTM London 2015
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Six Trends That Will Change the World - Toposophy at WTM London 2015

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What are the trends that are about to rock the world of tourism and marketing? Toposophy presented two of them to a packed crowd of tourism industry professionals at WTM London 2015.
While it's true that lots of people in our are talking about Millennials, does the wider community understand quite how important they are as consumers now? It's also true that they're definitely not all the same. At Toposophy we take the Millennials market seriously in all the work we do, so we're pleased to share some of our insights with you.

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Six Trends That Will Change the World - Toposophy at WTM London 2015

  1. 1. SIX NEW TRENDS THAT WILL CHANGE THE WORLD SPONSORED BY @TOPOSOPHY
  2. 2. • Senior Tourism Analyst, TOPOSOPHY • Specialist in Millennial traveller trends and strategy • Over 13 years’ experience in global tourism policy (UNWTO, WYSE, PATA) • Consultancy and strategic advice on making your destination ready for next-gen travellers • TOPOSOPHY: Helping Destination Marketing Organizations become Peter Jordan
  3. 3. WE REVEAL THE BEST OF WHAT EVERY PLACE HAS TO OFFER
  4. 4. 2 TRENDS. 1 HOT TOPIC.
  5. 5. MILLENNIALS
  6. 6. WHY MILLENNIALS? • E x e r t i n g h u g e i n f l u e n c e o n t o u r i s m i n d u s t r y t h r o u g h d i s r u p t i o n a n d n e w c o n s u m p t i o n p a t t e r n s • D r i v i n g g r o w t h f r o m t h e e m e r g i n g m a r k e t s • N o w t h e b i g g e s t a g e g r o u p v i s i t i n g E u r o p e f r o m t h e U S
  7. 7. FROM NOW ON THE TOURISM INDUSTRY WILL HAVE TO BECOME ‘MILLENNIAL-PROOF’
  8. 8. What does ‘Millennial Proof’ mean?
  9. 9. Becoming ‘Millennial Proof’ means becoming FUTURE READY • R e c o g n i s e t h a t M i l l e n n i a l s a r e i n c r e a s i n g l y t a k i n g t h e b i g d e c i s i o n s i n t r a v e l • R e s p e c t t h e w a y t h e y w a n t t o p l a n , b o o k a n d e x p e r i e n c e t r a v e l • A d a p t y o u r w h a t y o u ’ r e d o i n g a c c o r d i n g l y
  10. 10. Millennials aren’t just your ‘customers’, they’re your best ambassadors and strategists
  11. 11. Millennials mix digital and physical, business and leisure, smartphones and tablets, reality and fantasy. You have to speak their language too.
  12. 12. M o d e r n i s i n g y o u r d e s t i n a t i o n m a n a g e m e n t C r e a t e t h e d i g i t a l a n d p h y s i c a l t o o l s t o l e t M i l l e n n i a l s d o t h e e x p l o r i n g .
  13. 13. Will it change the world?
  14. 14. C H A N G I N G T H E WAY T H I N G S A R E D O N E • To o m a n y i n t h e t o u r i s m i n d u s t r y a r e d o i n g t h i n g s t h e o l d w a y, u s i n g o u t - d a t e d t o o l s , p r o d u c t s & e x p e c t a t i o n s • B y u n d e r s t a n d i n g a n d a d o p t i n g t h e M i l l e n n i a l m i n d - s e t , y o u c a n p r e p a r e y o u r p r o d u c t , s e r v i c e o r d e s t i n a t i o n b e t t e r f o r t h e f u t u r e . • Ta p i n t o y o u r o w n M i l l e n n i a l s a n d h e l p c h a n g e t h e i r w o r l d
  15. 15. FROM NOW ON THE TOURISM INDUSTRY WILL HAVE TO RECOGNISE THAT NOT ALL MILLENNIALS ARE THE SAME
  16. 16. “1 in 3 Millennials Has A Tattoo” HuffPost Style, 16 Jan 2013
  17. 17. K N O W Y O U R M I L L E N N I A L S A r e t h e y r e a l l y ‘ P L U s ’ ? W h a t ’s b e h i n d t h e h e a d l i n e s ?
  18. 18. The same, but different SCHOOL LEAVER / APPRENTICE YOUNG PROFESSIONAL / STUDENT / ‘NEET’ PARENT / MARRIED / SINGLE 16-18 , 18-20, 20-22, 22-24, 24-26, 26-28, 28-30, 30-32, 32-34
  19. 19. The same, but different Millennials are defined by the times in which they up: world events, the economy and social change. Experiences of these differ around the world. Source: PopulationPyramid Gen Y Gen Z
  20. 20. The same, but different • Young people are very diverse. Their needs and tastes can change rapidly as they grow. • Understand young peoples’ self-expression through consumption, especially in travel • Look at wider consumer patterns and consider where your brand sits. • Consider how Millennials from different outbound markets interact with you and each other.
  21. 21. W H AT M A K E S M I L L E N N I A L S T I C K ? • L o o k b e y o n d t h e s t e r e o t y p e s • Wo r k w i t h y o u r o w n M i l l e n n i a l s – o f a l l a g e g r o u p s a n d b a c k g r o u n d s
  22. 22. T H E A N S W E R : I N T H E PA L M O F Y O U R H A N D • B e p r e s e n t , b e p e r s o n a l . • M a k e y o u r c o n t e n t e y e - c a t c h i n g , b u t m o s t o f a l l , m a k e i t p r a c t i c a l
  23. 23. Will it change the world?
  24. 24. K N O W Y O U R M I L L E N N I A L S • Yo u c a n ’ t a f f o r d t o g e t t h i s o n e w r o n g . M i l l e n n i a l s w i l l ‘ s w i p e l e f t ’ o n c o n t e n t t h e y s e e a s i r r e l e v a n t o r d i f f i c u l t t o u s e . • R e f l e c t a n d r e s p e c t d i v e r s i t y a m o n g M i l l e n n i a l s • P e r s o n a l i s e d , t h o u g h t f u l a n d w e l l - t i m e d c u s t o m e r s e r v i c e : m o b i l e m a k e s i t a l l p o s s i b l e .
  25. 25. Your FREE guide to destination marketing & Millennials: ‘Putting Your Place on the Millennial
  26. 26. NICE TO MEET YOU Acharnes, Athens, Greece | T. +30 210 8941610 F. +30 210 24 04405 | E. info@toposophy.com pjordan@toposophy.com +31 634581566 @TOPOSOPHY Facebook.com/Toposophy

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