Lingo, Technology’s Changing Tourism

CREST HAVEN – Tourist lingo is changing. To keep pace with the modern crowd, businesses may want to add new terms to their vacation vernacular. The following was revealed at the Cape May County Tourism Conference May 7, hosted by freeholders and the county Department of Tourism.
Would a business’ advertising lure a YUM or a YUMMY?
Could a “bleisure” be enticed with a special room rate?
How about targeting those PANKS into a shop or restaurant, would they be welcome?
The answers:
YUM or YUMMY is a “young, urban male who, because they have not married yet, have substantial disposable income that they are spending on luxury goods. During their vacations, they are likely spending time enjoying nightlife in cities, and then venturing our for adventurous activities, such as…surfing, kayaking…”
“Bleisure” translates into a “business traveler who extends a business trip to participate in a leisure activity.
PANKS are “professional aunts; no kids.” They travel with nephews, nieces and godchildren. It is estimated they, “collectively spend about $9 billion annually.”
Thus, the shrewd merchant would want to cater to all those types and the wide variety of others who stroll past their stores on streets and boardwalks around the county.
The 38-page document entitled “Game Changers- Technology, Trends and Targeting” was given to all attendees. It contains many factoids about the tourist who may or will come to the Jersey Cape in search of quiet and relaxation, many flocking to the shore for the beach, surf and boardwalks.
It notes that, according to the state Division of Travel and Tourism in March, “there was a 1.3 percent overall increase in tourism expenditures.” Also, Cape May and Monmouth counties were two of four beachfront counties that witnessed an increase in tourism expenditures.
The county, along with Monmouth, Ocean and Atlantic, sent $19.28 billion of tourism revenue to Trenton. Last year, the county “saw an increase, representing a record $5.51 billion in total expenditures.” Last year, the county raised, from tourism, $511.4 million in tax revenue or 4.2 percent ($20.7 million increase in sales tax).
Second homes in the county, of which there are 48,350, “provide a built in audience for the shoulder season,” the report stated.
While many of those are used as vacation homes, “53 percent rent out their property all or part of the summer season.”
As with many other facets of modern life, tourism is being changed by technology, and that includes how the Jersey Cape is marketed to potential visitors.
“Mobile apps are replacing hotel concierges and booking sites are replacing travel agent,” the report noted. The recession “changed spending patterns that are not likely to return and that is forcing suppliers to add value to their product,” it noted.
“Value remains top of mind and all inclusive and special packaging is a trend that is here to stay,” it continued. “Vacations are still considered a must for most and luxury is clearly defined and an option for those willing to pay.”
No surprise, but “The Internet has empowered the vacation planner to find the best vacation deals available and it that isn’t you, they are off to the next destination,” it stated.
“Technology is one of the top game changers in tourism marketing, and as new methods of communicating are developing, it becomes harder to compete and get our message to our customer. Mobile technology is growing at warp speed and it is safe to assume that most travelers have access to at least a smartphone.”
“Trip Advisor, Yelp, Trivago and other search engine websites that review properties are giving travelers discounts, ratings and reviews of properties in real time and by people just like them. Are you on their radar?” the report asked.
“Social media is already highly used by the younger generation, but older segments of the population are beginning to close the gap. However, almost as soon as they got a handle on social media, we find that too is getting overcrowded and saturated with commercial content.”
While they may not be YUMMY or a bleisure, the report noted that “Baby boomers continue to dominate the travel market with more than 1.5 billion of them; they are still the largest domestic and international travel segment and control a huge amount of wealth. They will inherit $8 trillion and control 70 percent of all the wealth in the United States. They earn $2 trillion annually, and have more disposable income than other age groups, spending 74 percent more on vacations than non-boomers.”
“Boomers are the fastest growing segment on Facebook and are lost without their computers (84 percent). They spend more on groceries, health products and leisure than any other age group, and they still prefer to read a print magazine rather than an online publication.”
Vacationers are also anxious to buy products locally grown and produced in the county. “Made in Cape May County” or selling those items is “a growing trend that allows us to showcase our culture and heritage.” Among those places are farmers markets, local seafood, including Cape May salt oysters, farm-fresh produce, honey, flowers, beach plum james and wine and locally-brewed beers.