California Tourism experts learn lessons from the brands

Published on : Wednesday, June 14, 2017

California TourismTo all the wealthy travelers out there, California is trying hard to sell laidback luxury. To quote Caroline Beteta, president and CEO of Visit California, ‘this group (making $250,000-plus per year) is critically important to California. It’s only three percent of the tourism market, but 15 percent of the total spend. They aren’t high volume, but they are high value travelers.’

California destination marketing executives are too keen to understand the needs and desires of the three percent super affluent population after unveiling the global Golden State of Luxury campaign in 2016. To understand this, these executives are traveling the world. Destination CEO missions have included visits to the United Kingdom and Canada. A delegation also stopped to the International Luxury Travel Market (ILTM) in Cannes in December 2016 respectively.

To quote Kathy Janega-Dykes, CEO and President of Visit Santa Barbara, ‘these missions allow us to gain consumer insights and hear about marketing best practices from both luxury travel experts and non-endemic luxury brands.’

Valuable lessons were learned by the California road trippers by meeting with international purveyors of luxury goods. As for example, Scott White, president and CEO of the Greater Palm Springs Convention & Visitors Bureau, achieved a great deal of insight about tailoring the tourism product from Nick Hart, London-based custom clothier. Hart while attending a seminar at ILTM emphasized the significance of adding value to the luxury consumer via personalized tailoring not available to the general public.


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