Skift Take
A combination of traditional and experimental marketing efforts is working for G Adventures.
Editor's Note: Following our previous CEO interview series in online travel, hospitality, and destinations, Skift has launched a new series, this time focused on Chief Marketing Officers.
To better understand the big marketing challenges facing travel brands in an age when consumers are in control, Skift's What Keeps CMOs Up at Night will talk with the leading voices in global marketing from across all the industry's sectors.
These interviews with leaders of hotels, airlines, tourism boards, digital players, agents, tour operators and more will explore both shared and unique challenges they are facing, where they get insights, and how they best leverage digital insights to make smarter decisions.
This is the latest interview in the series.
Being identified with one particular type of experience or traveler is a difficult challenge for some travel brands. For others, it's an opportunity to defy expectations and surprise potential customers with a variety of different experiences.
Canada-based tour operator G Adventures has found success with its small-group adventure tours and is known for its precocious founder Bruce Poon Tip, a notable public speaker and best-selling author.
While the brand is known for its youthful exuberance and focus on a young, active clientele, G Adventures' vice president of global marketing Alon Marcovici tells Skift that the typical G Adventures traveler is actually older than you may expect.
Marcovici spoke to Skift about staying competitive in a crowded tour operator market, the importance of trade marketing reinforcing consumer marketing and the marketing challenges that keep him up at night.
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