WHY NOT CHILE? CAPTURING THE AMERICAN MARKET & MEDIA By Don George

Travel Editor, San Francisco Chronicle DON GEORGE: BRIEF BIO Travel Editor, San Francisco Chronicle Founder/Editor, Wanderlust, Salon.com Global Travel Editor, Lonely Planet Editor at Large, National Geographic Traveler Editor, BBC Travel, Chance Encounters Author, "The Way of Wanderlust: The Best Travel Writing of Don George" "Lonely Planet's Guide to Travel Writing"

UNDERSTANDING THE AMERICAN TRAVEL MARKET Types of travelers by demographic: Millennials (born 1982-2004): Age 13-35 Gen X (born 1965-1982): Age 35-52 Baby Boomers (1945-1964): Age 53-72

Types of travelers by style: Solo Singles together Couples Families Multi-Generational

Types of travelers by interest: Location (nature, urban) Adventure/Activities Culture Cuisine Festivals Photography

TRENDS IN TRAVEL Immersive, experiential, authentic – interaction with local culture, customs, people Adventure (“soft” and “hard”) Cultural Culinary Transformational-spiritual Customized Safety

KEY QUESTIONS Which traveler do you want to appeal to? What’s the best way to appeal to them?

UNDERSTANDING THE AMERICAN MEDIA Where do travelers get information and inspiration? Magazines and newspapers – travel editors and writers Guidebooks Websites (from NTOs to LonelyPlanet.com to TripAdvisor) Bloggers Social media (Facebook, Twitter, Instagram, Pinterest)

DIFFERENT TYPES OF AMERICAN TRAVEL MEDIA Print editors and writers Online editors, producers and content creators Bloggers Social media creatives/influencers

HOW TO WORK WITH AMERICAN TRAVEL MEDIA Do your homework: Know the publication/outlet (audience, types of stories/information it publishes) Know its theme/ interests (culture, food, adventure, luxury, spiritual) Contact by email/social media Media outreach in person: two different ways – Canada Media Marketplace—people come to one site; France, Hong Kong, tourism boards—tour main US markets with lunches/dinners) Vetting the “influencers”: How to vet the people you contact/work with (type of content, audience/ social media following, quality, integrity)

THE EVOLUTION OF THE ADVERTISING-EDITORIAL DIVIDE How it used to be: Strict division How it is now: Content partnerships

TWO REAL WORLD EXAMPLES GEO EX (GEOGRAPHIC EXPEDITIONS) Catalog Printed newsletter: from four to one Email newsletter: from once a month to weekly Direct mail – 6 this year

NAT HAB (NATURAL HABITAT ADVENTURES) Broad mix of materials Catalog – 160,000 copies Direct mail – 15-20 per year Paid online advertising Internet more cost effective Print also cost effective Webinars Photo contests

KEY QUESTIONS TRAVEL COMPANIES SHOULD ASK What qualities and features distinguish your offering? Which travelers do you want to appeal to? What’s the best message to reach these travelers? What’s the best medium (publication, outlet) to reach these travelers?

THANK YOU! ALL QUESTIONS WELCOME! Email: don.george@sbcglobal.net Website: www.don-george.com Facebook: dongeorge Twitter: @don_george Instagram: don_george_travel