president, Young Strategies
Give us the background on your career path.
I started in the travel industry running a small chamber of commerce in Lake Lure/Chimney Rock, N.C. From there, I set up the Rutherford County Tourism Development Authority (CVB) and went on to the sales and management of a golf resort in that same county. In 1998, I joined Randall Travel Marketing and six years later started Young Strategies, Inc. I continue to partner with Judy Randall and Dr. Larry Gustke.
What does Young Strategies do?
Research and strategic planning for the travel industry are my primary focus. In partnership with Judy Randall and Dr. Larry Gustke, we have worked with more than 120 communities in 27 states. The research work keeps me on the road, and I am also a frequent speaker at conferences, annual meetings and workshops in addition to conducting board and planning retreats. I have done some work for attractions, lodging, retail, etc., but destinations are the primary focus.
You advise many CVBs on what they are doing correctly and what they can improve on. What is the #1 issue/ problem you see with CVBs/DMOs committing? How can they avoid it?
Lack of focus/consensus is the number one issue affecting CVB/DMOs. We often see a DMO staff attempt to work a plan while constantly distracted from the work at hand by community and travel industry leaders who don’t share in the DMO vision. Elected officials, travel industry leaders and board members can pull a DMO off track over specific issues that don’t always relate to the long-term goals of the organization. It makes me crazy that many DMOs and the local lodging industry have an adversarial relationship! I have found that the most focused DMOs have a research-based strategic plan that includes community involvement and “buy-in” from the industry. A DMO leader MUST be an actively engaged politician in constant contact with community, regional and state leaders to keep everyone focused on the research-based plan. The DMO leader must be the “Communicator-in-Charge” so the staff can stay focused on implementing the plan and the leaders’ energy is focused on supporting the DMO.
What tourism trends do you see in North Carolina or the Southeast?
People are traveling but in lesser numbers and are often spending less. While current statistics show declines in nearly every sector of the industry we still see cars and trucks on the road, crowded planes, and some cruise lines are reporting record numbers. It is critical for every travel business to identify its best and most likely customer and target those just like them for visitation. Throw away the crystal ball and go talk to your customers who are coming, then go get more just like them!
We are getting a mostly mixed message about tourism and the economy in the southeast. What is your take? How are you reacting to it?
The numbers are all over the place. While many communities are experiencing declines, we have seen some communities are doing just fine, and these are typically communities with a thriving industrial base such as the minerals or oil and gas industry. Every community needs to have an understanding of its visitor segmentation. Who is staying in your lodging properties? What percentages are business travelers, leisure, convention/group, sports, etc. You might find that one segment is growing, while others are declining. We are reacting to the economic downturn by helping destinations connect with their core travel segments and develop strategies to drive increased visitation in the coming months.
Green Tourism: Here to stay or a passing fad?
Green tourism is here to stay, but it is not an all-or-nothing situation. I believe that enacting change is like putting braces on a child’s teeth…you tighten them up and let the pain subside. This process, repeated over a long period of time, straightens the teeth, and the change is enacted. We are all “greener” than we were a decade ago. Most people recycle in some way on a regular basis. Most cars are more fuel efficient. However, we consume more and drive bigger cars…that are more fuel efficient. As “green” becomes more cost efficient, we all become greener. In this economy, it is hard to swallow increasing costs to be greener. Therefore, I think the more we can do make being green the affordable alternative, the faster we will achieve what we all desire…a cleaner, healthier environment.
If there is one, what is a typical day like?
I hate routine, so no two days are alike. That’s why I love the travel industry. I return home from one trip, and I’m ready to go again. I keep a suitcase packed at all times.
How do you measure success?
I get a huge rush when I see people “get it”. It’s that “aha” moment when a client is studying his research data and strategies and it all jells into a clear vision for the organization’s future. The same thing happens when teaching a group. You can see it in their faces when they get it. When research converts to actionable strategies that result in increased visitation and spending, I’m a satisfied man. I’m all about the results and client satisfaction.
Why did you join STS?
The parties of course! The parties are great because tourism people are the best, and the best of the best are in STS! Okay that sounds like a cheer, but I’m a huge cheerleader for STS. It is the best organization of its kind, providing the best educational and networking opportunities anywhere. And once the learning part is finished, we have a great time together. STS is a family.
You have been teaching at STS Marketing College for several years yet you went back through the program and got your TMP (Travel Marketing Professional) certification. Why?
Janice Marshall, president of the Macon CVB inspired me. She is a founding member of STS and a great leader for our travel industry. Yet she is always seeking new ideas and new approaches to travel marketing. I have known Janice since 1998, and she has always had a “show me a better way to do it” attitude. I have been on the STS Marketing College faculty since 1999, and my grandfather once told me, “You are not learning while talking.” I think it is important to sit and listen and learn from your peers. There is no better opportunity than STS Marketing College, and I learned a lot from the other professors. I encourage everyone to go through Marketing College. It is the best practical marketing education for the travel industry.
In your off time, what do you enjoy doing? Your hobbies?
Would you believe it . . . I travel. I like to experience new places and cultures, so I tend to go outside the United States for fun. I spent three weeks “down under” in January visiting Australia and New Zealand. New Zealand is a must-see for its beauty as well as its incredible facilitation of the travel experience. They get it! Signage, visitor centers, front-line training are all superlative, and it’s all because they have . . . a strategic plan! Am I sounding like a broken record yet?
You may reach Berkeley Young at byoung@youngstrategies.com.
For more information http://www.youngstrategies.com/.