VRMA International - And the One Marketing Strategy You MUST Walk Away With
There’s a new generation that is REDEFINING the travel market.
We’re talking about the generation that now places more value in experiences than homeownership & has placed putting a family on pause for personal fulfillment. A recent study from American Express found that 84% of Gen Z and Millennials would rather take a dream vacation than purchase a new luxury item. This is great news for the hospitality industry, right? An up-and-coming group of people with growing spending power that value travel over almost everything?
Absolutely, if you have the right tools in your toolbox to be able to reach them!
So why is understanding why the next generation of travelers such a game-changer for vacation rentals?
Gen Z and Millenials aren’t the travelers you’ve marketed to for the past 10 years; they're pioneers in the digital age, navigating the world with an authenticity radar that’s always on. They value time outside a traditional office setting and look for careers that can support their wanderlust desires. If they have kids - they bring them along - and look for experiences that can support their family while making time for mom and dad.
61% of Gen Z and Millennials are highly influenced to visit a destination based on how it appeals to them in photos and videos.
So how can you shift your marketing strategy to naturally reach them while leaving a lasting impression that will set you apart from the competition? We’ve got a few ideas our Founder and CMO, Courtney Ross is sharing at this year’s VRMA International Conference.
Here’s a sneak peek:
The Power of Social Listening
To effectively market to these influential generations and any target market, brands need to know where they hang out, what they're talking about, and most importantly, what they're looking for in their next escape. Think of it as eavesdropping, in the most heartfelt and genuine way.
But how? Cue social listening (never heard of it? Don’t worry! We’ve got all the details!) and how we can leverage this important tool to make sincere, memorable, and lasting connections.
Influencer Marketing: The New Celebrity Endorsement Strategy
With nearly six in ten Gen Z travelers using their smartphones for travel inspiration and research it should be no surprise that influencers have a huge pull on Millennials and Gen Z. But did you know that influencer marketing is one of the most cost-effective strategies to reach not only this new generation of travelers, but also a broader audience? The best part? You don’t have to pay Michael Jordan endorsement deal rates to drive results.
At VRMA International, Courtney will discuss how you as a property manager can collaborate with influencers who are authentic and experienced in creating professional content and knowledgeable about aligning with your ideal guests. We’ve also covered it a time or two on our blog here.
Ready for more?
Join Courtney on Monday, October 23rd at 2:30 pm as she and two other industry experts, present "The Ultimate Social Media Blueprint: Brand Building, Content Creation, and Influencer Marketing” at this year's VRMA International in Orlando.