1965 and All That

I’m trying to remember my customers in 1965. Not their names, it’s too long ago for that. But what they were like.

Why? You may ask. Because 1965 is a lot like 2008 in the sense that there was a new kid on the block - the Inclusive Tour. The Costa Brava, Majorca, Benidorm, Lido di Jesolo, Rimini, Greek Islands, Yugoslavia, Bulgaria, they all started around that time. And the people that bought inclusive tours (from the UK about a million, would you believe) were the early adopters.

Now, of course, the inclusive tour is on its way out (I believe) and sustainable tourism is on its way in (I believe). So, who are the first million trendsetters? And how will they be attracted?

I guess the first million will be same ordinary people (they were quite ordinary) that bought the inclusive tour in 1965. Their choosing and purchasing methods have changed, but they are the same early adopters that they were then.. So I’m trying to remember what they’re like.

This is what I think…

First we’re now talking about a generation and a bit down the line. More or less, you’re talking about my kids and their mates. So that makes it a bit easier. I know a bit about them.

But what will motivate them to choose the sustainable option? Where will they look for it? And who are the first million early adopters?

Like it says in the book “Find their needs, fulfil them and you’ll succeed”. So what are their needs?

Need Number 1 is financial, which translates to an affordable price.
Need Number 2 is value. The first inclusive tours were very good value, before we get a million sustainable holidaymakers, value needs to be demonstrable. There’s no point in believing that today’s audience is more motivated than yesterday’s by good works. They are not. They need good, down to earth value. Technically, this translates into high load factors, high occupancy levels and efficient transportation. Flakiness simply will not do!
Need Number 3 is USP, when our early adopters come back from their holiday, they need to get one over on the late adopters, so they need a form of words and a method of communication that they can use. “You look brown and healthy” “Just come back from our holiday in Majorca” was pretty good. The sustainable USPs needs to be better.

One thing I learnt then that’s helped (when I don’t forget it) is that whoever you are and whatever you’re offering, those early adopters have got a full shopping list already. Today’s list includes:

The kids
The mortgage
The job
The car and transportation
Food and clothes
All today’s gizmos – Wiii, mobile phone, digital camera
The holiday

Remember that the holiday is NOT their no1

Finally how to get that low cost, high value, great USP packaged and in front of them? We’ll talk about that next time.

Actually, 2008 doesn’t feel like 1965. We were all so much more optimistic then. To me, 2008 feels just like 1973, doom gloom and despondency. It felt quite horrible at the time. I particularly remember kerosene (airplane fuel) rising from 16c to 48c in a year. In hindsight, it was the beginning of success…