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

2. 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"

3. UNDERSTANDING THE AMERICAN TRAVEL MARKET
Types of travelers by demographic:
Millennials (born ): Age 13-35
Gen X (born ): Age 35-52
Baby Boomers ( ): Age 53-72

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

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

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

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

8. 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)

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

10. 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 /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)

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

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

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

14. 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?

15. THANK YOU! ALL QUESTIONS WELCOME!
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