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Travel Insider: Who Is the Typical Incentive Traveler?
July 09, 2008
Getting to know the "Big Three"
By Brian Martenis
After almost 30 years in this business, you might think that I've seen and done it all. Not by a long shot! This is probably one of the reasons that I love incentive travel so much. Though, after many years in this business, you learn not to take people too seriously. That is not meant to be dismissive but rather a realistic approach to the craft. One can be responsible for almost everything in a program, except for your participant's feelings. You will never be fully aware of what is going on in the minds (or bodies) of that crowd coming at you.
But what makes up the typical incentive traveler? What are his expectations, his hopes and his opinions? And how can you deflect any that might be negative? Let's break it down by the three factors most influencing your travelers: type, fantasy and time.
Typecasting Travel
In general, I have found that there are three main types of Incentive travelers, who each have one of three different fantastical expectations:
No. 1: The First-Timer.
This first type of traveler is my favorite; no impossible airline requests or room demands. He loves everything and has a gigantic smile on his faces at all times. The food is fabulous and every event, dinner and tour was better than the last. They tell the boss that he now has their business tied due to this wonderful incentive travel program, and they also tell him that YOU are the greatest human being on earth!
No. 2: The "Been There, Done That" Guy.
This incentive traveler is experienced. He has slept in the finest suites but has also spent time in the "broom closet." He has experienced overnight flight delays and knows that travel snafus happen. He is well-traveled enough to know how to roll with the punches—and that part of the adventure is in that roll. He knows losing patience does no good and staying cool under travel pressure is, well, it's cool!
No. 3: Mr. Entitled.
This is my least favorite category, and unfortunately, this type of traveler tends to make up the general population of your incentive travel group. Such a traveler has been a couple of places now and knows that "the squeaky wheel gets greased." He knows that some people get better seats on the plane, better rooms in the hotel and special meals..so he asks, "Where's mine?" and complains until he gets the red-carpet treatment.
Of course, there is evolution between these traveler types, and until Number Three transforms into a Number Two, you will have to deal with him as best as you can. You must be on guard of the Number Threes as they can be very negative and misinformed, and love to tell people how this trip is not on par with another one. Unfortuantely, there is not much you can do about it. Just be aware of it and deal with it as best as you can.
Fantasy Island
In additiont o the three types of travelers, each will hold on of three main types of travel fantasies (that may or may not come true):
1. Classic Romance.
A favorite for single men, as well as women, this fantasy becomes more desperate as the program wears on. I have seen women bring strange men to the closing night's gala, and once in Rio a guy fancied himself "in love" with a local. He was going to "save her" from her life of poverty, missed the plane and the whole thing was rather dramatic. For me, be it in a European capital or a Caribbean destination, the final night can bring a "last stab" at an evening of "amour." I have never had any real problems develop, but being aware that the syndrome exists has always helped to pre-empt any mishaps.
Some travelers (those on "couple" incentives) believe that the trip is going to rekindle a faded long-term relationship. I will admit that having been married 35 years myself, a summer evening in St. Marks Square does remarkable things for one’s libido. But, usually by day three, couples have reverted into old patterns and this fantasy has been put aside. You will be suddenly surprised about the number of people who tell you how fortunate you are to be traveling alone.
2. Relaxation and Rejuvenation.
Of course a vacation is first and foremost supposed to be relaxing. But it is also a time for rejuvenation. There are those groups of travelers that always want to do what they want to do, regardless of what other planned activities are around. They have their own set itinerary in mind and can raise a metaphorical fire if certain problems arise or things don't always go according to plan in their fantasy.
3. Extreme Experience.
Never forget that your clients probably spent hours, possibly weeks giving thought to and packing for this once in a lifetime event—and your travelers wile b looking to try anything. Celebrate that! Agree with how wonderful their selection of "local" cuisine is. Tell them how nice they look in that new feathered hat they just bought. Everybody's a "fashion plate." Feed into the fantasy a bit, even if their ideas are clownish sometimes. After all, your job is to provide "a presidential experience." Don't you think that anyone working in the White House tells the Bush's when they are totally inappropriate? Obviously not!
Keeping the Melting Pot Under Boiling Point
Putting all these types of travelers and expectations together in one place, makes for a most interesting first three days, and such mingling requires the most attention.
• Day 1. Everyone will be fresh, excited and ready to have a good time. Expectations are high and they will be able to deal with their own fatigue, the hassles at the airport and missing breakfast. They might even let it go that they were expecting a room with a full ocean view.
• Day 2. First actual day on site; the excitement's still there, but the fantasies and "unknowns" are known. For singles, is there romance in the offing? Has the hotel lived up to expectations? Was dinner and breakfast the culinary masterpieces promised in the itinerary? In other words, if you are living up to all of THEIR expectations, you will be doing ok.
• Day 3. Here it comes! The bloom is off the rose. In only three days? Your guests have drank and eaten way too much for a couple of nights now and are probably not feeling the greatest. Suddenly the room (lack of an ocean view) is a bigger issue; the line at the omelet maker at breakfast is too long and you need to speak to management; their mini-bar doesn’t keep the sodas cold enough; and they believe that the hotel turns down the air conditioning at night and you should look into it.
It's the invasion of the Threes! And even the Twos are vocal and whiney. The only thing to do is get through it. It will pass.
Triple Traveled
So there's your three on three on three—information concerning the more metaphysical aspects of your perfect incentive travel program. Always remember that every one of your guests is special, and everyone of them is experiencing your creation differently and under their own "created" conditions.
After 10 years as Sales Promotion Director for one company and 19 years as Sales Incentives Manager for another, INCENTIVE online columnist Brian Martenis is currently managing director of Boutique Incentive Travel, a division of Philidelphia-based Gil Travel. Brian brings to this company nearly 30 years of designing and implementing very successful incentive travel programs all over the world. Brian is passionate about every aspect of his programs and is often asked to write and speak about incentives, incentive travel and motivation.
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