A marketing mix of Women and Travel

Six months from now when year 2012 will complete its full calendar throttle, more executives will be disappointed by the things they were not able to do than by the things they have done. The things that we do in our life in one year are like a regular ship schedule that one must throw off the bowline and sail away from safe harbor.

Travel is one option a person or a family has to do either for a vacation or just gathering siblings together for the parent’s anniversary or a wedding of a friend or a relative. Most travels are women initiated. A woman makes effective decisions for travel planning, organizing meetings and event. Women are the best segment in the marketing process considered as target market.

Women travelers and event planners influence trends as they love to frequent hotels, Spa’s, restaurants and shops with their discretionary expense behaviors. Women’s income in the Asia Pacific region of 13.5% per capita percents has increased since 2010 compared to men who stood at 12.1%. There are more females in the world with growing income except in the Latin American nations.
Women’s status in many countries is altering with the historical roles of women, changing as their buying power grows with their perceived roles expand beyond caregiver and housewives.

More women are taking control in the European banking sector. In Germany, Argentina and Australia women are elected or chosen as top leaders. In the Philippines, the pharmaceuticals, BPO’s, advertising, politics and government are starting to feel the women power. It will not be far that another woman will rise to the Judiciary or even to the Presidency.

Female genders are more concerned about value and experience. They are more felt in government and recognized in the various industries.

Marketing to women decision makers maximized the function of sales. It is a demographic rich with imperatives whose influence and spending power continues to strengthen even in times of tumultuous economy.

Many hotels and resorts in the Philippines are maximizing their marketing efforts to female travelers by offering packages at their various properties. A Girlfriends Getaway package is available in Panglao, Bohol. In Badian Island south of Cebu, Badian Island Resorts and Spa sells their Spa Packages in Japan and Korea. It may be time for Siargao Island to catch up with “Surfers Paradise” packages.

In marketing to women, let us not use imaginary vocabulary that makes a woman’s life sound hurried or crazy. Maybe in Cagayan de Oro, let’s have the “Girls Just Wanna Have Fun” rafting in the river. Or have you heard of women in travel. The airline industry should be a good sponsor by offering more discounts to women?

Ped T. Quiamjot is one of the brilliant columnists of a local newspaper in Cagayan de Oro City and currently the General Manager of Pryce Plaza Hotel Cagayan de Oro.