New DOT marketing tack eyes females, seniors

FEMALES and male seniors will likely be the target segments of the Department of Tourism (DOT) in its new marketing strategy to boost domestic tourism in the “better normal.” This was confirmed by Intramuros Administrator Guiller Asido, also head of the DOT’S Task Force on Product and Market Development, in a Viber message to the Businessmirror. The new target segments were recommended by the Asian Institute of Management-dr. Andrew L. Tan Center for Tourism and Guide to the Philippines in their recently published The Philippine Travel Survey Report: The Evolving Landscape of Domestic Travel in the Philippines, for the DOT.

“Yes. It will serve as input to the development of the inter and intra regional circuits, which is now being prepared by the regional offices and the Office of Product and Market Development,” he said. The new marketing strategy will be finalized before the end of March.

Travel circuits, jump-off points

IN reimagining the leisure trip of these target segments, based on the survey, the AIM said, travel agents and tour operators should offer travel as a relief from cabin fever, and thus offer road trips that will lead to beaches and other outdoor activities.

“The trip usually lasts between two to five days. Female respondents are more inclined to stay longer, up to 10 days,” as per the survey. “Allocated budget for travel is approximately between P1,000 to P3,500, with a good number of respondents who are willing to spend up to P5,000” per person.

Asido said the DOT will also be adopting AIM’S recommendations on establishing “travel circuits” and “jump-off points” for domestic tourists: the Ilocos Region, Calabarzon, and Central Visayas Circuit; the Western and Central Visayas Circuit; Palawan, Aklan, and Batanes as “jump-off points”; and Metro Manila as a “jump-off point.” As per the survey, “The top destinations preferred by travelers include those that are already considered popular destinations in the country. This includes destinations such as: Coron, El Nido, Boracay, Batanes, Laoag, La Union, Batangas, Cebu, Surigao del Norte and Benguet.”

Market segments

TARGET segment 1 are females, 31-40 years old who travel for leisure. They are college graduates and post-graduate degree holders, who travel in groups of three to five persons or six to 10 persons. They also prefer outdoor activities like hiking, biking and going to the beach.

This market, as per AIM, “travel in a ‘party atmosphere’ whose goal is to see new places and make memories with friends [and whose] travel budget remains the same prior to pandemic.”

The second target segment are the same as first, except for being in the 41 to 50-year-old age range, but their purpose for traveling is to “regain some measure of ‘youthfulness’ and ‘vigor’; their travel budget remains the same prior to pandemic, [but are] willing to pay for the experience.”

The third target segment are 60-years-old and above males who hold college and post-graduate degrees, travel with their spouses, and are retired and well-employed. “Their purpose for traveling is primarily to have an escape/getaway and to renew relationships, [but their] travel budget may be reduced. Their practicality is a good positioning for selling to them good travel deals. Niche destinations with good value will be attractive to this market,” according to the survey.

Bespoke trips

IN designing new travel products and marketing strategies in the “better normal,” tourism stakeholders are urged to “communicate effectively the parameters of the evolving landscape of Philippine tourism. Collaboration remains essential to the overall success of rebooting tourism activities across the country, where each stakeholder can contribute to this transition.” There is a need to diversify products as the survey indicates the need to “shift from generic mass-based offerings to niche tourism.”