Being part of the youthful demographic, I agree that,’Choosing to pay more is intimately linked to the value proposition.’ The notion that we are stereotyped into the demographic who are,’less willing to pay’ is a half truth in my opinion.

I believe that with all the media campaigns, ads and marketing that we see all day, we have an ability to sift through all the BS and find true value. This ‘value’ that I speak of, we will pay for. ‘Value’ is in the eyes of the beholder and not something I should even try to address.

In relation to the tourism and hospo industry, the youth market is one that should be targeted. This is especially true for destinations that are starting off. It’s the youthful backpacker set who blaze the trails for everyone else to follow. Unfortunately, it’s the youthful demographic who do get pushed aside for the elusive fortunes of the 35-55 year old market.

In Manitoba (2006#’s), the 20-34 year old market spent more on tourism than the 35-54 year old market and the 55-70 year old market (not combined). Yet, we’re still not considered important and/or marketed too, than they ask us why we leave.

At this moment, I’m starting a business called Prairiemango. I do plan on addressing this issue and attacking it head on.

Returning back to the marketing of the youth demographic – Prairiemango brands the business and it is not branding the province of Manitoba. Prairiemango sounds much more inviting to the youthful market than that of Prairie Tourism or Travel Manitoba or Spirited Energy or Start Living or whatever we’re branded now.

Thanks for your posts and this Tourism Cafe. Keep up the great work!

Richard Magleo