We are in the midst of expanding our research group that discusses topics related to travel and the outdoors. We'd love your help in putting us in touch with people who meet our criteria and would like to be compensated for sharing their opinions.
Let’s talk Millennials. It’s the generation of 20-somethings and early 30-year-olds defined by birth year but better understood for their appreciation of diversity, global perspective, economic optimism and desire to see the world. What we have is a whole generation of Geotravelers — or, in MercuryCSC lingo, people who are passionate about travel, the outdoors and sense of place.
How do you communicate with a travel + outdoors target audience who values experiences over stuff? You ask them thought-provoking questions and then listen carefully, hearing what they have to say and learning what’s most important to them.
Writer and entrepreneur Seth Godin always seems to say the right thing in the right way, and I often find myself quoting him or referencing his sage advice. This week was no different as I was explaining to a prospective client about the insights work that we do. To paraphrase Godin, we don’t just collect dots, we connect them. By connecting the right dots, we distill all of those dots down to the most actionable insights for our clients.
Sustainability in the tourism industry was a hot topic as the World Travel Market (WTM) convened earlier this month in London, bringing together an estimated 40,000+ travel professionals from more than 150 countries across the world. Maclaren was there to present research in conjunction with the launch of the Sustainable Destination Leadership Network (SDLN).
Sustainability advocates hate to admit it, but their word has become a defacto synonym of environmentalism. This is unfortunate, not only because the movements are in fact quite different, but because environmentalism hasn’t exactly been a success.
Why is this? After all the environmental calamities we've had in this world, why hasn't environmentalism achieved more? The answer dawned on me the other day while collecting eggs from our free-range chickens here on our burgeoning little farm. The ...