COM0014 – Blog # 3- – Target Audiences

One of the greatest aspects of modern technology is being able to understand and market products directly to a target audience. Technology allows us become familiar with and to track the communities of individuals who would be interested in our products. Forbes highlights this fact in their article on decoding your target audience.

In tourism, understanding your target market is critical to the destination or organizations success. One market which I have been focusing my attention specifically is Millennial tourists who use Instagram.

You might be thinking, well thats not a very specific group. In reality though, this group is crucial to the tourism industry. Not surprising, Instagram is most popular among those who are between the ages of 18 and 34 years old aka Millennials. Also, Instagram is equally popular amongst both genders, and is now one of the most important sources of information when a tourist is planning their trip (Casciano, 2018).

You might be thinking, well thats not a very specific group. In reality though, this group is crucial to the tourism industry. Not surprising, Instagram is most popular among those who are between the ages of 18 and 34 years old aka Millennials. Also, Instagram is equally popular amongst both genders, and is now one of the most important sources of information when a tourist is planning their trip (Casciano, 2018).

When the Millennial focused Contiki Travel Tours conducted their study on what Millennials, they found out just how important travel is to this generation of Instagram users, who would give up coffee, alcohol, and sex if it meant that they could travel. More importantly, Millennials are motivated to select travel destinations based on how “Instagrammable” that destination will be.

In an effort to better understand their community of potential buyers, Contiki has even launched a travel and lifestyle blog called six-two. This website ensures a two way dialogue between it’s parent company Contiki and potential consumers.

Contiki is doing a lot of things right when it comes to their over all brand in order to reach their target market of Millennial tourists (who are likely on Instagram). They have used modern technology to conduct surveys, engage with influencers to show the “Instagrammability” of their trips, provide avenues with which to get to know their target market, allow readers to share their comments, and track potential consumers. If they have had a PR fail, it has not surfaced to the point that their reputation became severely impacted in the same way as Motrin.

References:

Casciano, M. (2018). https://www.elitedaily.com/p/millennials-would-rather-travel-than-have-sex-according-to-a-new-contiki-survey-12591367

Contiki. (2019). https://wwwhttps://www.contiki.com/ca/en

DeMares, J. (2013). https://www.forbes.com/sites/jaysondemers/2013/08/27/6-steps-to-decoding-your-target-audience/#2035e37515cf

Hosie, R. (2017). https://www.independent.co.uk/travel/instagrammability-holiday-factor-millenials-holiday-destination-choosing-travel-social-media-photos-a7648706.html

six-two. (2019). https://www.contiki.com/six-two/about-us/

Statista. (2019). https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/

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