One way for travel and tourism operators to appeal to potential clients is to market to consumers' sense of global citizenship. The findings from the WorldPublicOpinion.org survey indicate that specific demographic groups tend to see themselves as global citizens. These same groups also tend to travel, internationally. In a down year for travel, this data is especially useful for airlines, cruise shops operators and tour guides looking to stand above the pack.
Here are a few of the top level findings from the report:
- Consumers between ages 18–29 who have a global outlook: 34%
- Consumers with higher education who have a global outlook: 39%
- Consumers who have traveled internationally and have a global outlook: 39%
As you work with your global travel clients, you may be able to improve campaign results by marketing to younger and highly educated consumers who have previously traveled internationally.
And the implications of this study are not limited to travel and tourism operations. Companies that sell any product or service with an international component could find a new audience by targeting consumers who consider themselves global citizens.[Source: World Public Opinion release, May 2009]