(EDITOR’SNOTE)
At the risk of sounding vague,
let me draw one simple conclusion about today’s travelers
and event attendees: They all
want a little something “more.”
What does more mean? For travelers approaching middle age and beyond, destination marketing
may be less about “where” than “what.”
More that 40 percent of travelers in the over- 40 set believe that “experience matters” more than
location when planning a trip, according to a survey released late this past summer by ThirdAge, an
online marketing and consumer insight agency that focuses on the older consumer, a demographic
highly valuable to hospitality vendors. For these “ThirdAgers” more means moving beyond amenities—something that any competitor can copy, by the way—to something deeper. They have a growing desire to learn, volunteer and reconnect.
“Experiential travel is synonymous with this audience
and tour providers and hoteliers are rapidly packaging these experiences into their offerings,” says Kathy
Dragon, a ThirdAge travel expert. “This consumer
group is consistently choosing to invest in experiences.
Look closely at the daily itineraries and you’ll find every-
thing from tango classes to tree planting. Increasingly
popular are cooking courses, hands-on grape harvest-
ing, wine-tastings, visits to local farmers’ markets and artisan workshops.”
In other words, travelers are looking for something real, something genuine—whether they are
attending an event or seeking leisure. As Joe Pine, our State of the Industry Event keynote speaker
this upcoming February, might put it, they seek the “authentic.” And authenticity can be found
around every corner.
Look closely at this issue and you will find hidden amongst the data and anecdotes a common
thread that reveals just how important it is for planners and vendors today to think clearly about
whom they are best trying to serve. In our newly created Focus section, Assistant Editor Marni
Ginther profiles Lucy Eisele, founder of Integrity Incentives, a company that incorporates social service into incentive trips. Our cover story, written by Associate Editor Ellie Bayrd, highlights how a historic location can enhance the attendee experience. And Managing Editor Amanda Fretheim Gates
writes in her story beginning on page 46 about how even event sponsors must ensure their involvement adds measurable value for attendees—great advice in good economic times, and bad.
More than 40 percent of
travelers in the over- 40
set believe that experience
matters more than location.
— Joel Schettler, editor
