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Wine Tourism Remains A Lucrative Niche

April 07, 2020

Connecting with the right savvy travel agents as the right partnerships, these travellers can have great trips. In addition, every travel agent should catch the chance to target and market both group and individual travel in this profitable and high growth tourism niche. 

 

ph: Pixabay

 

According to a study conducted recently, travelers who have a strong passion for wine tends to love staying in luxury hotels, and tend to be impacted by mouth suggestions.

A Wine Institute survey focusing on travelers to wine regions in California saw 48.3% of wine tourists staying at 4-star hotels, while 25.6% opting for 5-star properties, versus a national norm of about 15% staying in the equivalent of 5-star places. The average age of these travellers is around 44 years old and they have household income of slightly higher than $86,000 per year.

For most of the information they have and decision making, these passionate travellers are affected of general searches on the internet (43.9%) and word-of-mouth suggestions (62.3%). as an information source, wine magazines linked to travel magazines, while printed maps of wine region came out higher than both.

About 75% of travellers said that tours, tastings, and best food pairings with wine are “important” or “very important” parts of their whole trips, and 70% put visiting local restaurants as their highest priority while they travel. Baby Boomers account for 39.5% of the market, Millennials 36.1%, and Gen Xers 21.9%.

 

The study was conducted in late 2016 and consists of responses on the internet from 2,000 U.S. adults who recently visited California wineries. A California wine tourist is the way people call a person who had travelled to a California wine region for leisure within the past 3 years.

The Wine Institute is a public policy advocacy group in California.

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