GLOBAL REPORT?Identifying and targeting specific demographics is imperative for any marketing strategy. Hoteliers should especially be focusing on women consumers, whose influence and spending power continues to strengthen even in a tumultuous economy, according to sources interviewed for this report.
?We make all the decisions,? quipped Terri Haack, executive VP and managing director of Terranea Resort on Palos Verdes, California, about women consumers.
She has a whole marketing segment dedicated to the female traveler at her hotel.
[quote]?We think women have more time to be a consumer because it?s their job. Even if they?re a working mother, they?re planning the family vacation,? Haack said. ?They?re figuring out a way to get their siblings together to celebrate their parents? anniversary. They?re going to figure out all the hotel rooms as they take their child to look at colleges. It falls on the women.?[/quote]
The responsibility of travel planner coupled with a growing discretionary income have made women a prime target for marketers.
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Source:?Alissa Ponchlone (2012). Women travelers influence trends, HotelNewsNow.com?http://www.hotelnewsnow.com/Articles.aspx/8352/Women-travelers-influence-trends published 11 June, 2012.