Introduction
This paper explores a marketing brochure in which the target group is identified as well as the destination of travel and activities to be carried out. The paper covers the motive for the travel, age group, household income, lifestyle dimension, and the psychographics. In addition to all these, examples of preferred destinations are included and activities in each destination.
Travel Marketing Brochure/Vacation Destinations
Destinations vary considerably depending on the group that is been targeted, the amount of money they are willing to spend, season, quality of hotels, and the type and variety of activities the destination offers. The target group here is a group of college students (under the age of 35) who are breaking for their vacation and need to cool after rigorous two weeks of examinations. Their leisure destination is a place where they will be far away from home but feel at home. With their income mainly dependent on their guardians and being at the end of the term, they are eager to maximize on their meager savings. The students prefer going to a place where they will not be disturbed, a destination with minimal human basic needs. More of an adventurous get away where they will be able to appreciate nature and at the same time enjoy themselves to the fullest. This group being “venturer” wants to visit a destination where they will be able to engage in games as well as make new discoveries of Mother Nature. . The travel destinations may be national parks, game reserves, camping sites, or zoos.
Description of target group
The target group for this marketing brochure is college students who are on vacation and want to choose a destination that is interesting and fun.The motivation of travelling for this group of students is to relax and get rid of the stress due to the many days in lecturer rooms. In addition to this, the group is out to enjoy themselves and spend more time with their friends. A unique motivation is that this group will want a high energy outdoor adventure and that is why a camp site is perhaps their preferred location. The age group of this group is under 35 and this is group will be motivated by the need to relax and perhaps spend time with their friends while at the same time be in search of a high energy adventure.
College students also have an income that is less than 40k and this is from savings and part time jobs that they do and hence these affects their motivation in choosing their destinations. The lifestyle dimension of these group are those that do not have children at home and so, these is not a motivation for their choice of destination or vacation. Psychographically, college students can be described as being dependable as they travel less regularly and in most cases they will prefer shorter trips that will involve spending less than the average. College students are also comfortable when they travel in groups compared to venturers. In designing a travel marketing brochure for this group, all these issues have to be taken into consideration.
Description of chosen destination
A great leisure destination is one that has several characteristics as listed below. These includes, attractions that draw people on a consistent basis for recreational or leisure activities, good and readily available accommodations, food service facilities and lastly transportation facilities or areas that are regionally and locally well connected.
The target group of this travel market brochure is young people in college. This group of people is attracted to places that offer attractions that include group and fun activities. They are also interested in visiting areas which are exotic or different from their natural environment. Young people want to go to areas where they can have freedom and enjoy games as this group of people are energetic hence destinations that have this traits will suit them. Outdoor accommodation for college student is quite fun because this is adventurous and they also learn to enjoy the night. College students are energetic and will prefer to sleep in a tent rather than a cozy room hotel at night when in vacations. Tents are also cheaper for a group of student compared to a hotel room.
When on vacation, young people will prefer to experiment making their own food rather than being served the usual hotel foods. A night in a camp over a bonfire while roasting meat is an appealing destination. Because of security and easy access, this age group will prefer an area that has a good network of transportation. In summary young people will prefer an adventurous destination.
A good example of a destination that young people will prefer in accordance to the above stated destination is Georgia campgrounds. This destination is a great vacation for college students because of, it has several campgrounds and various activities for young people to enjoy themselves. A good example is camping at George Washington national forest which has a forest, and activities such as hiking, mountain bicycling, fishing, horse riding and even skiing are a good attraction for young people. This is an interesting site for college students. The area is accessible both regionally and locally and due to the existence of administrative units, park rangers provide enough security. The weather is predictable and in summer, this is an adventurous and fun location. The people in small towns and communities are also very homely and they welcome tourists all year round especially campers. This culture makes it a perfect destination for a great vacation. Hence, this brochure tries to market this destination.
Cover Page
The cover page of the brochure should be captivating and striking enough so as to woo consumers into getting to look at the contents inside. It should be reliable, dependable, and creative enough to sell the desired message at a glance. The brochure I’m designing will contain a captivating picture of the destination. It is a two hours drive outside the city and looks as a medieval fortress located on the edge of a cliff overlooking the national park. The picture shows a gorge to which access can be gained through a suspension bridge. This will be thrilling to the group with their exuberance and full of energy while at the same time giving a sense of fear due to the great height of the bridge. The adjacent national park will give them a unique opportunity to view various wild animals and also identify those that frequently cross along the gorge. The piercing wild sounds of lions and leopards roaring in the stillness of the night will be a thing to look forward to while in the tents.
Inside Details
The accommodation will be visited in this segment with the destination’s fully furnished rooms as well as outside tents being ample for all groups. The group would more likely go for the tents as they are adventurous and are looking for a place that is different from the home setting. The expanse of the area offers enough space for team building, with a variety of activities such as Paintball archery, football, tug of war and an obstacle course. Pictures of the place will be put on this segment, as well.
Last Page
Having gone through all the activities on offer, this page will cover the costs charged for each activity, accommodation a well as food. Being a group of college students after fun and thrill, the place offers student-friendly prices more so when a large group is involved. The information on the last page will explain the different types of packages available for the campers and those who wish to go to this places to choose from.
Back Page
The back page will feature the contact information of the destination with minimal photos to entice the consumer.
Traveling being a pleasant and appealing experience requires a boost to the now old reliance on word of mouth marketing. Use of brochures is of paramount importance, proper designing is critical to their full functioning and proper tone, and flow of words should be incorporated.
Conclusion
A travelling market brochure should be able to market a destination and attract as many people as possible. In designing the brochure, the description of the target group is important in helping decide the type of destination that will be more attractive to the target group. This will increase the sales as a more attractive package will be made specifically for that group. The brochure shown is a good example of a brochure that can attract college students who are ready to go on vacation.
Reference
Bierderman, P.S. (2008).Travel and Tourism: An Industry Primer. New Jersey: Prentice Hall
Holloway, C and Plant, R.V.(1992). Marketing for Tourism. London: Pitman
Forest Information. Retrieved April 14, 2011 from http://www.forestcamping.com/dow/southern/gwinfo.htm
