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Market Segmentation in Tourism: The Strategic Approach to Maximizing Revenue
Market Segmentation in Tourism: The Strategic Approach to Maximizing Revenue In the ever-evolving landscape of the visitor economy, merely aiming for increased visitor numbers no longer guarantees a destination’s success. The most adept tourism destinations are now shifting their strategies, focusing not on attracting “more visitors,” but rather on targeting the “right visitors.” These ideal travelers are those who resonate with the unique qualities of the destination, contribute significantly to the local economy with higher spending per trip, and plan their visits during times when resources and capacity are optimally available. At High-Yield Tourism, we advocate that strategic market segmentation is vital for unlocking this potential value. This approach transcends mere demographic analysis; it’s fundamentally about aligning your offerings with individuals who genuinely appreciate and value your destination, customizing the experiences at the right moments, and presenting the most suitable products. “Effective market segmentation demands a profound understanding of national
High-Yield Tourism Isn’t About Luxury – It’s About Fit
High-Yield Tourism Isn’t About Luxury – It’s About Fit For decades, the term “high-yield tourism” has been shorthand for luxury, five-star resorts, premium experiences, and wealthy travelers. But this narrow definition is rapidly becoming outdated. Increasingly, tourism strategists argue that yield isn’t about how rich a visitor is; it’s about how well they fit a destination’s values, infrastructure, and long-term goals. In Episode 12 of the High-Yield Tourism Podcast, hosts Gary Bowerman and Dr. Jens Traenhart make a compelling case for this broader, smarter view. Their discussion signals a shift many destinations embrace: high-yield tourism means optimizing for the right source markets and segments, not just chasing affluence. Beyond Spending: Rethinking “Yield” The traditional view of yield focuses on spending per visitor. However, that metric ignores essential factors like seasonality, local benefit, repeat visitation, and resource impact. For example, a visitor who spends $500 a day at an all-inclusive resort
Community Pushback and Social Equity: Rethinking Who Benefits from Tourism
In times of financial uncertainty, travelers often stay closer to home. As tourism rebounds globally, a growing number of residents
In times of financial uncertainty, travelers often stay closer to home.
In times of financial uncertainty, travelers often stay closer to home. As inflation continues to shape the global economic landscape,
Workforce Shortages and Talent Retention: A Critical Test for Tourism’s Recovery
Workforce Shortages and Talent Retention: A Critical Test for Tourism’s Recovery As global travel surges back to life, tourism destinations
Overtourism and Destination Management
Overtourism and Destination Management: A Global Challenge As global travel continues to grow, a persistent issue is putting pressure on
Igniting Travel Passions: How to Surpass the Expectations of High-Yield Travelers
Igniting Travel Passions: How to Surpass the Expectations of High-Yield Travelers In today’s rapidly evolving tourism landscape, one essential factor
Gary Bowerman on China Tourism Tuesday
China’s Tourism Shift: Embracing High-Yield Travelers for Sustainable Growth In the June 3, 2025 episode of China Tourism Tuesday with Charl Albertin and Michael Jones, Gary Bowerman, co-founder of High-Yield Tourism and a seasoned Asia travel analyst, delves into the evolving dynamics of China’s outbound tourism and the strategic shift
The Tourism Outlook between Australia, South East Asia, China and India
High-Yield Tourism Opportunities Between Australia, South East Asia, China & India The tourism landscape between Australia, South-East Asia, China, and India is evolving, driven by new patterns of consumer demand and supply-side shifts. Gary Bowerman, Co-Founder of High-Yield Tourism, and Garrett Tyler-Parker, Director of Analysis & Insights at Tourism Research
From Volume to Value: How Tourism Taxes Can Support High-Yield Strategies
From Volume to Value: How Tourism Taxes Can Support High-Yield Strategies The Rising Trend of Tourism Taxes Tourism taxes are an increasingly common feature in travel destinations worldwide. Bali (Indonesia), Japan, the UK, the US, Malaysia, Bhutan, New Zealand, France and Germany have implemented some form of tourist levy. Stated
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Market Segmentation in Tourism: The Strategic Approach to Maximizing Revenue
Market Segmentation in Tourism: The Strategic Approach to Maximizing Revenue In the ever-evolving landscape of the visitor economy, merely aiming for increased visitor numbers no longer guarantees a destination’s success.
Episode 13
Episode 13: High Yield Tourism Podcast Dive into a fascinating exploration of what “authentic” really means in today’s tourism landscape. Can a manufactured experience like Disneyland be considered authentic? Dr.
Episode 13 – Transcript
Transcript of Episode 13 Dive into a fascinating exploration of what “authentic” really means in today’s tourism landscape. Can a manufactured experience like Disneyland be considered authentic? Dr. Jens Traenhart
High-Yield Tourism Isn’t About Luxury – It’s About Fit
High-Yield Tourism Isn’t About Luxury – It’s About Fit For decades, the term “high-yield tourism” has been shorthand for luxury, five-star resorts, premium experiences, and wealthy travelers. But this narrow
Episode 12 – Transcript
Transcript of Episode 12 Discover why the future of tourism isn’t just about attracting wealthy travelers, but rather finding the perfect match between destinations and visitors. In this compelling episode,
Community Pushback and Social Equity: Rethinking Who Benefits from Tourism
In times of financial uncertainty, travelers often stay closer to home. As tourism rebounds globally, a growing number of residents in popular destinations are asking the same question: “Who is
In times of financial uncertainty, travelers often stay closer to home.
In times of financial uncertainty, travelers often stay closer to home. As inflation continues to shape the global economic landscape, the tourism industry faces a dual challenge: travelers are becoming
Gary Bowerman on China Tourism Tuesday
China’s Tourism Shift: Embracing High-Yield Travelers for Sustainable Growth In the June 3, 2025 episode of China Tourism Tuesday with Charl Albertin and Michael Jones, Gary Bowerman, co-founder of High-Yield
Workforce Shortages and Talent Retention: A Critical Test for Tourism’s Recovery
Workforce Shortages and Talent Retention: A Critical Test for Tourism’s Recovery As global travel surges back to life, tourism destinations face a new kind of bottleneck—not in airports or visitor
Overtourism and Destination Management
Overtourism and Destination Management: A Global Challenge As global travel continues to grow, a persistent issue is putting pressure on some of the world’s most celebrated destinations: overtourism. From the
