THE ACTIVE HEALTHY LIFESTYLE MENTALITY AND ITS IMPLICATIONS ON THE TRAVEL INDUSTRY From the impact of September 11 and increase in gas prices in the early 2000s to the recent economic recession, the travel industry has experienced continuous change over the last decade. When trying to rebuild for success in this new era, understanding the travel customer is of prime importance. To aid those trying to do just that, Williams-Helde Marketing Communications has expanded its “AHL: Understanding the Active Healthy Lifestyle and Its Implications for Marketing” report to apply to the travel industry. AHLs are 87% more likely to have traveled internationally and 70% more likely to have traveled domestically than their non-AHL counterparts. Furthermore, they’re big spenders who are super influential but who are frequently overlooked as an audience segment for travel brands. The following explores the travel behaviors and mentalities of AHLs and how this information can be used to help marketers in the travel category.
UNDERSTANDING AHLs: THE BASICS
OVER
77
MILLION
Before diving into the research specifics of the AHL audience’s view of travel, it’s best to understand the AHL
THE NUMBER OF ACTIVE HEALTHY LIFESTYLES IN THE UNITED STATES
audience as a whole. • AHLs are fit, educated, and focus on being active and choice but rather a lifestyle expectation. • AHLs take an active approach to their media consumption and are more likely to be online and to use social media.
• AHLs are considered super influencers who index highly in virtually every category. • AHLs like to make well-informed buying decisions and will typically choose quality over price. • AHLs are less likely to be swayed by traditional advertising, and as such can be difficult to reach.
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healthy in every aspect of their lives. It isn’t a lifestyle
WILLIAMS-HELDE MARKETING COMMUNICATIONS | 2012 206.285.1940 SLF@WILLIAMS-HELDE.COM
IMPLICATIONS FOR MARKETERS
AHLs ARE WILLING TO
When marketing to AHLs, one should consider not only their individual behaviors but also their holistic approach to living. “Active and healthy” are the defining characteristics of the AHL lifestyle. Marketers should factor this into their planning, and also provide
PAY MORE
information that will help the AHL make an informed decision about the
TO BUY THE BEST
product.
TRAVEL AHLs maintain their active behaviors when it comes to booking travel. They are 45% more likely than non-AHLs to book trips on their own. Understandably, given their active online presence, 62% of AHLs prefer booking their trips online. Many more use the Internet as a research tool, with 76% responding that they love researching destinations before they travel. Perhaps deviating from what we commonly see with AHLs and their preference for quality over price, they are bargain hunters with travel — 68% say they are highly likely to be swayed by hotel deals and as a whole are more likely to use a non-preferred airline to save money.
AHLs ARE BARGAIN HUNTERS WITH TRAVEL — THEY ARE LIKELY TO BE SWAYED BY HOTEL DEALS OR TO USE A NON-PREFERRED AIRLINE IF IT SAVES THEM MONEY
Active in both their interests and pursuits, AHLs are more likely than non-AHLs to travel to places they’ve never been. Top domestic locations for AHLs include Florida (13%), California (11%), New York/Pennsylvania/New Jersey (10%), and Arizona/New Mexico/Nevada (9%). Top foreign destinations for AHLs include Mexico (9%), Canada (4%), the Caribbean (4%), Italy (3%), the Bahamas (3%), and France (3%). AHLs were most likely to travel for vacation or personal reasons (85% of travel), with business trips placing a distant second (10% of travel).
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WILLIAMS-HELDE MARKETING COMMUNICATIONS | 2012 206.285.1940 SLF@WILLIAMS-HELDE.COM
BUT THEY WON’T TAKE YOUR WORD THAT YOUR PRODUCT IS THE BEST. THEY WANT YOU TO PROVE IT.
AHLs are not only more likely to travel than non-AHLs, they are also much more likely to participate in activities on their trip — not surprising given their active lifestyle. Favorites include sightseeing, shopping, and recreational activities. Similarly, AHLs are more likely to take tours and excursions than non-AHLs. While the average duration of domestic trips mirrors that of non-AHLs, AHLs are more likely to take longer foreign trips, with roughly seven nights being the crossing point.
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AHL
Non- AHL
WHEN ASKED HOW LIKELY THEY WERE TO VISIT CERTAIN DESTINATIONS IN THE NEXT 12 MONTHS, DOMESTIC TRAVEL GOT THE HIGHEST RESPONSE, FOLLOWED BY THE CARIBBEAN, EUROPE AND MEXICO
How likely in the next 12 months: 45% 40% 35% 30% 25% 20% 15% 10% 5%
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WILLIAMS-HELDE MARKETING COMMUNICATIONS | 2012 206.285.1940 SLF@WILLIAMS-HELDE.COM
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CONCLUSIONS How can you most effectively communicate with AHLs? Here are some guidelines: • AHLs don’t want to be told what to do or think. They like to participate in the planning process. Provide them with information about products, destinations and the benefits of your services to help them make their decision. • AHLs are bargain hunters when it comes to travel, so deals can help close a purchase. • AHLs are social in every aspect of their lives, so reach them where they go the most — the gym, in online communities, at local events — places where you would expect the active and health- conscious to be. As we assess the AHL audience, it is important to understand that it’s not active and healthy behaviors that help define this group, but rather the mentality of living an active and healthy lifestyle. This same mentality crosses over into the behaviors and decisions they make regarding travel, from how they book to what they do while on a trip. It’s important for marketers to recognize that AHLs don’t want to be told what to think. They want to seek out brand and product information on their own before making a decision. Marketers should not try to manipulate or persuade AHLs, but should provide them with the right information to show them why their products and services are better. Like AHLs as a whole, brands that reach audiences in this way will remain at the front of the pack for years to come.
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Want to know more about this on-the-go personality? With 35 pages of in-depth information, including specific audience demographic profiles, buying attitudes, styles and motivations, this report gives an inside look at a powerful consumer base that can take your brand to the next level. Visit www.williams-helde.com/ahl to download the full report.
ABOUT WILLIAMS-HELDE MARKETING COMMUNICATIONS Since 1969, Williams-Helde Marketing Communications has been working harmoniously with clients in the active healthy lifestyles category. The Seattle-based marketing consultancy helps national and global brands create intelligent campaigns that maximize equity and drive sales, and aims to become each client’s most trusted resource.
SOURCES 1 Stone, E (2010). Fat and Fatter: The World’s 10 Fattest Countries 2010. GlobalPost. http://www.globalpost.com/dispatch/health/101118/fat-and-fatter-worlds-10-fattest-countries 2 (2010) Major Economic Indicators 2010. Bureau of Labor Statistics. 3 Sondik, E, Medans, J, & Gentleman, J (2010). Summary Health Statistics for U.S. Adults: National Health Interview Survey, 2009. Center for Disease Control and U.S. Department of Health & Human Services. 4 (2010). World Health Statistics 2010. World Health Organization, Department of Health Statistics & Informatics of the Information, and Evidence & Research Cluster. 5 Van Dusen, A & Ferrey, P (2008). World’s Healthiest Countries. Forbes.com LLC. http://www.forbes.com/2008/04/07/health-world-countries-forbeslife-cx_avd_0408health.html 6 (2010). 2010 Doublebase GfK MRI. Gfk Mediamark Research & Intelligence, LLC 7 (2011). 2010 Doublebase GfK MRI. Gfk Mediamark Research & Intelligence, LLC 8 Bodhaine, S (2009). U.S. Consumer Health & Wellness Segmentation. The Futures Company.
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WILLIAMS-HELDE MARKETING COMMUNICATIONS | 2012 206.285.1940 SLF@WILLIAMS-HELDE.COM