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VOLUME 36 • OCTOBER 2014 |
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Happy Halloween, travel partners!
When it comes to selling a vacation, there's a tendency to speak straight to the decision-makers—the parents. But have you considered how you tap into the real influencers? That's right—the teens and "tweens" in the family.
Now, I know that might be a scary thought, but it doesn't have to be! Teens are in a unique position when it comes to the family vacation. They're old enough to know what they like, but still subject to the rule of their parents. The best vacation for teens gives them the freedom to do their own thing and mingle with friends their own age, with enough supervision for parents to feel secure. That's what's so great about a cruise. It lets the family stay together while also having the flexibility to pursue independent fun—which is so critical to a teen's vacation happiness!
You can't give teens a straight sell—this savvy segment is influenced by subtler strategies. For example, over the summer, Royal Caribbean started a partnership with Awesomeness TV to bring new travel programming to one of the most popular YouTube channels for teens. Awesomeness came aboard Allure of the Seas and used the ship as a backdrop for a new teen drama series, as well as a teen travel show. These short episodes aren't in-your-face sponsorship, but rather a lower-key strategy that goes for a "Hey, I want to do that!" result. You can leverage these strategies as well. Keep communication meant for teens short and to the point—the easier it is to share, the better. Hook their curiosity and connect with them on an emotional level. These Awesomeness shows are a great start – share them with parent clients so they can share with teens in the family. And look out for our new season of Awesomeness TV shows on YouTube in November.
See—there's nothing to fear. Spooky wishes and happy selling! |
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PINS & POSTS Vicki's picks from around the web |
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Please note that some companies and products mentioned in Vicki's Spotlight are provided as examples only and their inclusion does not mean, and should not be construed as, a promotion or endorsement of that company, or any products or services offered by that company, by Royal Caribbean Cruises Ltd.
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©2014 Royal Caribbean Cruises Ltd. Ships registered in the Bahamas.
*Brilliance of the Seas® is operated by RCL (UK) Ltd., a subsidiary of Royal Caribbean Cruises Ltd. • 14041335
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