Harness ‘People Power’ To Reach Women Buyers

Marketing to women makes all the sense in the world. Women spend 80% of all consumer dollars in this country. In leisure travel, they are the primary or sole decision-makers for the vast majority of vacations.

Marti Barletta

But selling to women doesn’t mean “pink” marketing. “Women want the same things as men – and then some,” explains author, speaker and consultant Marti Barletta of the TrendSight Group.

What it does mean is understanding women’s decision-making process – hint: it’s different than men’s – and putting that knowledge to work, according to Barletta, who has authored two books on marketing to women and is working on a third.

For agents, “it’s not about getting women to do more travel,” Barletta said. Women already are big travelers. “It’s getting them to choose to work with you, instead of some other option. In that choice, being smarter about how you market to women, makes all the difference.”

Barletta spoke with Travel Market Report from her office in Winnetka, Ill.

What should travel agents keep in mind when marketing to women?
Barletta: Men and women process information differently. They make decisions differently, and they care about different things. A lot of the marketing that’s done is based on outdated principles and guidelines that are aligned with male culture. It’s a huge start just to be inclusive of women.

How is women’s decision-making process different?
Barletta: With respect to hotels (for example), the research shows the two most important criteria are location and price. Given that you can find in Midtown New York, within a three-block radius, 15 hotels in the same price range, how do you make the decision? If a man makes the booking – ‘I want to stay in Midtown and I don’t want to spend more than $400’ – the first one they come across, that’s it, and he books it.

Women almost never buy the first option that meets the criteria at the top of the list. They will almost always seek out several options. Then they will seek out what makes those different from each other –  this one has a better fitness center; this one has breakfast included; this one has yoga. Then they will decide which is the best one.

This is really good for marketers. Women care about the stuff that makes you different from your competitors.

How can agents harness what we know about women?
Barletta: If they do any messaging, people power is really important. Relative to men, women care a great deal more about people and a great deal less at the outset about facts and figures.

Use a format that is more storytelling or testimonial or quotes, rather than bullet points. Instead of saying the Homestead is a beautiful place, it has this spa, (etc.), say, ‘Our featured traveler this month is Marti. I’m interviewing Marti: Where did you go this month, Marti?’

That kind of stuff is going to get read, especially if there’s humor and humanity. It talks about the experience, not that there’s 469 rooms and they’re all decorated in French provincial. Show people in the visuals, instead of showing just the picture of the place with no people.

What about baby boomer women?
Barletta: Prime time women, in their 50s and 60s, are golden opportunities because they have more time and money than when they were in family mode and shuffling kids to soccer. That means they are free to pursue their own personal passions. They’re not retired by the way; they’re at the peak of their careers.

How can agents reach prime time women?
Barletta: One of the things they could do is focus on them and feature them in their newsletters, as opposed to only young people and young families.

Women are always looking for alternatives to girls night out. The fastest-growing segment of travel is soft adventure and, within that, women-only or girlfriend getaways. If agents could organize that sort of thing, that would be fantastic. Organizing them within your own community means women could get together with people they know. An alternative would be learning trips.

What are the marketing hot spots? What language should agents use?
Barletta: I would talk about girlfriends. I would talk about personal passions. Another angle that’s enormous is grandkids, the family thing and family reunions, because another thing that’s higher on the radar screen for people in their 50s and 60s is legacy and having your descendants know you. They want to find time with their grandkids and kids.

Are there pitfalls to avoid in marketing to women? Some women-only products have flopped.
Barletta: If there’s a reason for something to be specifically for women, then women appreciate that being acknowledged. But the execution of the message is tricky because women are sensitive about things that purport to be ‘just for the girls.’ It’s one thing to have, and I don’t mean literally, a voice that’s ‘just between us girls.’ If you’re female, you can say that ‘women really love this.’ A man cannot even acknowledge that kind of stuff, because women will be offended. It really has to be woman to woman.