Euro RSCG Worldwide has completed a new travel study with an emphasis on prosumers, who tend to be influential early adopters. According to Euro RSCG Worldwide, they also adopt a more mindful approach to consumption and incorporate concern for the environment, local communities, and global citizenship similar to the attitudes expressed in A Darwinian Gale.
"For years, people have regarded travel as a way to splurge, an indulgence centered on escapism and fun," said Marian Salzman, president of Euro RSCG Worldwide PR, North America. "Now, we're looking to make our travel experiences more meaningful and better aligned with our personal values and goals."
According to the study, prosumers will lead the way in travel trends. Generally, they consider themselves citizens of the world, believe travel is the key to making people more interesting, and contend that where people travel says a lot about them.
Four elements that are vital to capturing prosumers.
• Accept and embrace "green" as the standard way of doing business.
• Provide more products and services that satisfy the desire to live mindfully.
• Master social media to engage them before, during, and after travel.
• Embrace new models for luxury and customer service.
According to the interpretation of the data, companies need to engage prosumers well before and long after each travel event if they hope to be successful. As an example, the study cites The Pod Hotel in New York City that experienced a 40 percent increase in reservations after developing a site called the PodCulture, which is a closed network in which guests can connect with one another and synchronize their travel plans.
Highlights on what Euro RSCG Worldwide calls prosumers.
• 79 percent of prosumers believe society is too shallow, focusing on things that don't matter.
• 74 percent of prosumers feel good about making environmentally-friendly choices.
• 66 percent are concerned that people are too disconnected from the natural world.
• 63 percent pay attention to environmental and social impacts on the products they buy.
• 53 percent believe that the emphasis on digital communication weakens human bonds.
• 84 percent are making a concerted effort to improve who they are and how they live.
Interestingly enough, prosumer qualities mirror many of the those identified as important by social media enthusiasts. Most no longer see social media as a means to connect with strangers as much as a means to meet people around the world and eventually meet them while vacationing or traveling for business. Simply put, they want to connect with the human experience. Is your business ready for them?
