This Week's Herman Trend Alert Women---Expanding their Sphere of Influence

The Herman Trend Alert July 28, 2010 The Near-term Future of Global Travel Tour and theme park operators, hoteliers, airlines, and other groups will soon be offering more tours and other services in (Brazilian) Portuguese, Russian, and Chinese to encourage more visitors from Brazil, Russia, India, and China (the BRIC countries) to visit their destinations. Last week, Global Advertising Strategies (GAS), an international marketing and advertising agency, released an extensive study. Exploring the consumer preferences of over 500 million travelers by polling over 15,000 people, the study revealed many travel details including their preferred airlines, top United States' destinations of interest, as well as the average budget per traveler. GAS focused on non-traditional routes and destinations. Cities like New York and Los Angeles have been actively marketing to BRIC travelers through in-language materials, international travel expos, and partnerships with the airline industry for years. Unaware of the interest from this emerging travel audience, other destinations have not proactively marketed to these foreign segments. The study's findings reiterate the necessity of reaching out to this "new" travel audience and capitalizing on their growing interest in the US. The leading airlines already have direct routes between Moscow, Shanghai, and Sao Paulo. Over 66 percent of the Chinese travelers surveyed noted a lack of in-language information for destinations outside of the New York and Los Angeles. The US destinations of interest that scored highest included Las Vegas, Washington, DC, and New Orleans. Vast majority of travelers from China expressed a desire to explore the United States, outside of the traditional New York - Los Angeles - San Francisco offerings. Unfortunately, they did not have enough knowledge to finalize such an itinerary. Also of particular interest was the desire of over 40 percent of Russian travelers who want to visit Houston's NASA Kennedy Space Center---if they can count on in-language materials. With huge emerging middle classes in these particular countries, the potential and buying power of these BRIC consumers is incontrovertible. Convention and Visitors' Bureaus throughout the US will lead the charge by helping their members offer these in-language services. By inference, we will see more US students studying Portuguese, Russian, and Chinese to accommodate this growing need. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." EMPLOYERS AND JOBSEEKERS: MARK YOUR CALENDARS Advertise at or attend VetJobs Virtual Career Fairs. VetJobs, the top veterans' job board, and PSI, the premier diversity job fair producer, are teaming up to launch these VeteransCONNECT events. Employer registration is now open with loading by February 15th. Candidate loading begins March 1st. Expect 25-30 employers and an attendee goal of 2,000 skilled jobseekers. Promoted extensively, early registration begins NOW. To register or request additional information, contact VetJobs at 877-838-5627 or email info@vetjobs.com; Employers: Mention the Herman Trend Alert to receive a Bonus. LOOKING FOR A UNIQUE VALENTINE’S GIFT? Give the gift of leadership advice in our weekly Lessons in Leadership to help your supervisors and managers remind your leaders about what’s really important The 52-week subscription is only $47, a bargain when you think about the savings to your organization in reduced turnover. Quantity discounts available by emailing Joyce at joyce@hermangroup.com. http://www.hermangroup.com/store/subscription_all.html#3 Order today! PREVENT EMPLOYEE TURNOVER IN 2012 Yes, you can prevent costly employee turnover, when you train your supervisors, managers, and executives. They will learn dozens of low and no-cost strategies and tactics that they can implement right away. We have an impressive track record and stand ready to help you. Call Carl at 336-210-3547 for a no-obligation conference call. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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