TEAM Unlimited, owner of the XTERRA World Tour, has announced a new travel related initiative aimed at the active lifestyle sports market. The XTERRA Resorts Collection is a ‘marketing membership consortium for resorts destinations and properties that feature the activities, facilities, adventure and services attractive to active lifestyle travelers.’
Tom Kiely, TEAM Unlimited CEO, said “One of the things we have learned about XTERRA participants is their love of travel and ‘active travel’ and that is a key element to our endurance sports events because every course and every experience is different.
“Beyond that, this group has a high inclination to travel any number of times each year, and they actively search for destination resorts which offer an array of activities such as fitness, hiking, biking, skiing, surfing, adventure and more.”
He continued, “This target market generates an annual economic impact of US$600 billion just in the US, and it continues to grow. Therefore, we have created a membership marketing platform for destination resorts and properties that appeal to this active travel group.”
The XTERRA Resorts Collection is supported by a major marketing campaign featuring national television, digital / social network marketing, PR / communications, advertising, and event promotions.
The XTERRAResorts.com URL will be the portal through which travelers will find information, promotions, and descriptions of the benefits and activities of destination resorts and properties.
Key points of the XTERRA Resorts plan:
- Member destinations will be invited to join based upon the sports/recreation activities, facilities, and services they offer in or nearby their respective resort area.
- Member destinations must demonstrate a commitment to this active lifestyle traveler demographic target market
The initial marketing launch of XTERRA Resorts will be a US$3 million campaign of national television, events, digital media, social networking and marketing communications.
“I have seen an array of travel related membership marketing programs and the concept is a very viable part of the promotion of hotels and resorts,” said George Ramirez, the President of Partnerships Unlimited, a tourism-focused consulting company.
“The XTERRA Resorts plan goes one step further because it specifically targets travelers that desire sports related/recreation activities and adventure as a key part of the vacation experience. This demographic group is highly valued by destinations, resorts, and properties.”
www.XTERRAResorts.com
www.xterraplanet.com
