Build Your Brand Faith Tourism Wrta

Build Your Brand in the Religious TravelBuild Your Brand in the Religious Travel& Hospitality Marketplace& Hospitality Marketplace

Kevin J. WrightPresident - WRTA

World Religious Travel Association

One Objective

Make the decision to enter or expand your presence in the Religious and Hospitality Market – especially through the establishment of a dedicated department, division, and/or personnel.

One (Measurable) End Goal

Plant the “Religious Market seed” at your company (from this seminar) – and in one year from today, begin reaping the fruits.

What are the measurable fruits? New Market, New Clientele, New Revenues

Religious travel

* Travel to a religious destination

* Travel with a missionary or humanitarian intent

* Travel with a fellowship and leisure intent

What is Religious Travel?

Religious travel

PilgrimagesConventionsMeetings and eventsCruisingMissionary travelAdventure travelVolunteer vacationsAttractionsLeisure vacations

More specifically…

Religious travel

Religious travelReligious hospitalityReligious tourismFaith-based travelFaith-based vacationsFaith tourism(denomination) travelReligious travel and hospitality

What is Religious Travel also known as?

Religious Travelers

Faith-based Trips Taken

Religious Meeting Attendees

Churches & Religious Organizations

Religious Travel Programs

Participate in Volunteer Vacations

14,800,000

2,100,000

600,000,000

400,000

300,000,000

50,000

Can you guess the correct numbers?

Americans interested in faith tourism

Prefers to travel in groups

Would like to repeat their experience

Are first-time cruisers

Appeals to ages 18-34; 35-54; 55+

Current and expected future growth

80%

100%

25%

75%

33%

75%

What about these percentages?

Religious Travel & Hospitality Marketplace

Destinations/DMOsTravel wholesalersTravel agentsTransportationHotels/lodgingAttractionsRestaurantsSuppliers (insurance)Any other sector of the travel industry

Who is involved in (and can service) the Religious Travel & Hospitality Marketplace?

Four Pillars of the Faith-based Leisure Marketplace

Music Film Books TRAVEL!

Major travel and “big” media outlets featuring stories on faith tourism including :

• CBS The Early Show • TIME Magazine• New York Times• USA TODAY• National Geographic• Forbes Traveler• National Public Radio (NPR)• El Pais (Spain)• Financial Express (India)• Travel Weekly• Travel Trade• Modern Agent• Many more…

3 Things to remember about this market…

Religious travel and hospitality

… is experiencing tremendous growth.

… buyer motives are different.

… is multi-dimensional (multi-faceted).

What can YOU do to bring your organization “x” amount of NEW revenues?

Develop and implement aReligious Travel and Hospitality Department

(or dedicated division/personnel)

What amount of new revenues are we talking about?

Group tourso 1 group tour: 35 passengers (average)o 12 group tours: 400 passengerso 30 group tours: 1,000 passengers

Eventso 1 event: 800-1,000 attendees (average)o 4 events: 3,000–4,000 attendeeso 12 events: 9,000-12,000 attendees

Economic Impact: $250k - $750k for every 1,000 passengers/attendees

The Million Dollar Question:

How can your organization….

1.Develop and implement a Religious Travel and Hospitality Department (or dedicated division/personnel)

2. Bring your organization NEW (or expanded) revenues and clientele?

Let’s begin…..

Dispel the Top 5 Myths

…or as I like to call them “Silent Revenue Killers”

Silent Revenue Killer #1

The Religious Travel and Hospitality Market is comprised ONLY of Tour Operators (or Tour Operators that specialize in religious travel).

Revenue Generator Fact #1

The Religious Travel and Hospitality Market is comprised of virtually every segment of the travel industry (think of all the travel industry components that go into a group tour or events….now apply it to faith tourism).

What is the “infrastructure” of the Religious Travel and Hospitality Marketplace?

Travel agents

Tour Operators

Ground operators

Receptive operators

Incoming operators

Destinations

Missionary travel agencies

Airlines

Museums

Travel guides

Technology

Media

Visitor Centers

And Many more....

Tourist boards

CVBs

DMOs

Travel wholesalers

Suppliers

Insurance companies

Rail and train

Consortiums

Trade associations

Cruise Lines

Nature reserves

Shrines

Event services

And Many more

Lodging/accommodations

Attractions

Motorcoach operators

Air service companies

Restaurants

Transportation of all kinds

Convention centers

Car hire/rental cars

Retailers

Consolidators

Charter transportation

Service providers

Online travel companies

And Many more....


The Religious Travel and Hospitality Market comprises ONLY pilgrimages.


The Religious Travel and Hospitality Market is comprised of virtually every form of travel, vacation, and events.


The Religious Travel and Hospitality Market comprises ONLY “old folks.”


The Religious Travel and Hospitality Market is comprised of all ages: 33% Students and young adults (18-34 years old) 33% Couples, families, professionals (35-54 years old) 33% Workers, retirees (55 years and over)


The Religious Travel and Hospitality Market desires only “budget/cheap” products and services.


The Religious Travel and Hospitality Market today desires (and requests) quality products and services.


The Religious Travel and Hospitality Market will only comprise a very small segment of your business at best (and with little ROI).

Revenue Generator Fact #5 The Religious Travel and Hospitality Market has the potential to become a key cornerstone and pillar of your organization’s revenues.

* Religious market among the largest, if not the largest driver, of group travel in North America * 25% of Americans interested in faith tourism* 16% of Meetings Market is faith-based* Vast majority of certain markets are solely faith-based (missionary travel, volunteer vacations)* Travels/host events during challenging economic times and other volatile situations* Travels/hosts events throughout the year and especially helpful during shoulder seasons* “Low maintenance” accounts; honest; enjoyable; helpful; possess a pied piper/leader

Faith Tourism has gone from niche to

MASS MARKET

These are the 5 Game-Changers that will ensure the greatest opportunity

for success with the Religious Market

1.Dedicate personnel to the Religious Market.

2.Diversify/cater to all travel, vacation & event interests of the Religious Market

3. Cater to all age groups within the Religious Market

4. Promote the quality of your products and services

5. Get rid of the “small market” mentality. See this market in a whole new light; it can serve as a (much-needed) new pillar of revenue for your organization.

What are the building blocks to launching a successful new Religious Travel & Hospitality

division or “focused effort”?

5 Building Blocks…

1. Research and learn about the Religious Market – and its opportunities.

2. Put together a Business Plan (about the Religious Market) including product, sales, marketing, public relations, and operations.

3. Make a company (committed) decision to sell to the Religious Market.

4. Designate/dedicate staff (or division) to the Religious Market.

5. Execute and implement the Business Plan.

Are there precedents? Yes, there are…

1.Tour operators

2.Destinations/DMOs

3.Lodging/Hotels

4.Transportation

5.Suppliers including insurance companies

6.Travel agents

Let’s complete 2 building blocks today…

Research and learn about the Religious Market – and its opportunities.

Put together a Business Plan (about the Religious Market) including product, sales, marketing, public relations, and operations.

Make a company (committed) decision to sell to the Religious Market.

Designate/dedicate staff (or division) to the Religious Market.

Execute and implement the Business Plan.

1.PRODUCT/SERVICES: Develop products/services to attract faith-based travel groups and events.

2.MARKETING: Develop marketing ideas/program to attract faith-based travel groups and events.

3.SALES: Develop sales ideas/program to attract faith-based travel groups and events.

4.PUBLIC RELATIONS: Develop PR ideas/program to attract faith-based travel groups and events.

5.ADVERTISING: Develop advertising ideas/program to attract faith-based travel groups and event.

KEY POINT: APPLICABLE TO WHOLESALERS, DESTINATIONS, AND SUPPLIERS OF ALL KINDS.

BUSINESS PLAN – RELIGIOUS TRAVEL & HOSPITALITY MARKET

Next steps for getting started after you leave here today…

Join me on….Join me on….

LinkedIn Facebook Twitter WRTA Social Network

WRTA Religious Travel Buyer’s Guide

Get your free copyThe “Who’s Who” in Faith Tourism

Ask how to be featured in the next Buyer’s Guide!

The Travel InstituteThe Travel Institute

Educational Courses on Faith Tourism available...

Religious Travel Market Educational Course (2 CEUs) Religious Travel Market Business Package (4 CEUs)

WRTA Members have access to above courses

www.WRTAreligioustravel.com

Join WRTA as a Member….Lots of resources, networking, opportunities for publicity

• Books and guidebooks• Social Networks• Directory• Online Buyer’s Guide• Videos• Much More!

www.WRTAreligioustravel.com

World Religious Travel Expo 2009World Religious Travel Expo 2009

The Most Important Meeting and Event The Most Important Meeting and Event in Religious Travel and Hospitalityin Religious Travel and Hospitality

600+ attendees from 30 countries

November 14-16 2009 Reno, Nevada

www.WRTAexpo.com

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