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
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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
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