Selling to

Lifestyles and
Lifestages
 Lifestyles

1. Adventure

2. Romance

3. Culture

4. Family

5. Upscale
 Adventure: Behaviors

1. Are active and fit

2. Enjoy learning
3. Value nature and ecology
4. Pursue fantasy
5. Are culturally aware
 Adventure: Behaviors

6. Like surprises and the

unexpected
7. Like “soft” challenges
8. Accept luxury or Spartan
conditions
9. Largely immune to turmoil
 Adventure: Barriers

1. Touring isn’t adventurous

2. Boredom
3. Formality
4. Regimentation
5. Not enough time in a place
6. Places visited too mass-market
 Adventure: Tactics

1. Sell value & experience, not price

2. Promote enrichment
3. Suggest trip expansion
4. Remind: like-minded individuals
5. Stress flexibility and independence
6. Remind of informality
7. Promote doing, not just seeing
8. Offer travel insurance
 Romance: Behaviors

1. Like semi-isolation
2. Like natural & exotic settings
3. Drawn to inclusiveness (pre-
arranged)
4. Willing to spend more
5. Enjoy fantasy
 Romance: Behaviors

6. Want active options

7. Seek pampering
8. Largely immune to turmoil
9. Want to meet singles
 Romance: Barriers

1. Tours are for old people

2. Regimentation

3. Forced socializing
 Romance: Tactics

1. Always sell up

2. Emphasize worry-free packages

3. Paint a fantasy

4. Provide spa and spa-like options

 Culture: Behaviors

1. Love knowledge
2. Consult media
3. Are active . . . or not
4. Comfortable with simplicity
5. Want “primary” experiences
6. Expect deep commentary
7. Want to become better persons
 Culture: Barriers

1. “Shallowness” of touring

2. Perception of mass-market
experience

3. Not enough time

 Culture: Tactics

1. Promote simple travel, deep learning,

growth
2. Remind: like-minded individuals
3. Sell commentary, authorities
4. Create educational alliance
5. Promote cultural encounters
6. Provide resources
7. Make it single-friendly
 Family: Behaviors

1. Want preplanned activities

2. Prefer larger rooms
3. Want plenty of options
4. Seek simple logistics
5. Can be multi-generational
 Family: Behaviors

6. Like fantasy
7. Want informality
8. Somewhat immune to turmoil
9. Plan about 30 – 45 days out
 Family: Barriers

1. Expense

2. Boredom

3. Formality

4. Safety
 Family: Tactics

1. Stress value
2. Talk options and activities
3. Book all-suite or extended-stay
properties
4. Stress safety
5. Look for overlap with adventure,
culture markets
6. Sell to the children
 Upscale: Behaviors

1. Seek quality and excellence

2. Appreciate value
3. Enjoy socializing – with each other
4. Very education / enrichment oriented
5. Like recognition
6. Like to “discover” destinations
7. Want flexibility / customization
 Upscale: Barriers

1. Mass-market products

2. Regimentation / forced socializing

3. Not enough time in one place

4. Forced socializing
 Upscale: Tactics

1. Sell the very best

2. Cite upscale sources
3. Book highest quality
4. Personalize and recognize
5. Stress cuisine
6. Provide casual options
7. Promise enrichment / activity
8. Emphasize independence
 The Ethnic Market

 Loyalty – or not?

 Heritage travel
 Lifestages

1. Seniors

2. Swing Generation

3. Baby Boomers

4. Generation X

5. Echo Boomers
 Seniors

1. Familiar destinations

2. All-day activities

3. Safety / security

4. Fun-seekers

5. Bargain-driven
 Swing Generation

1. Mass-market destinations

2. Value more than price

3. Soft adventure

4. Learning opportunities
 Baby Boomers

1. Exotic destinations

2. Hassle-free travel

3. Pampering

4. Learning opportunities / fun

5. Flexibility
 Generation X

1. Adventurous destinations

2. Xtreme activities

3. Brands

4. Ecology

5. Independence
 Echo Boomers / Gen Y

1. Technology

2. Mass-market, fun destinations

3. Value

4. Meeting people their age

5. Fun and novelty

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Lehazel.com
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