Last month, HYT's Dr. Jens Thraenhart and Gary Bowerman attended the inaugural UN Tourism Forum on Gastronomy Tourism for Asia Pacific in Cebu, the Philippines — Photo by High-Yield Tourism

High-Yield Tourism (highyieldtourism.com) is proud to announce the launch of a suite of new products and services to help tourism industry professionals target and engage high-value visitor markets.

High-Yield Tourism is a travel and tourism market intelligence and strategy-planning venture developed by Dr Jens Thraenhart, a former tourism CEO and industry practitioner, and Gary Bowerman, a tourism and consumer trends analyst and consultant. Its mission is to deconstruct the critical dynamics of high-yield travelers and evolving consumer trends in emerging travel markets, and uncover niche segments within key established visitor markets.

Our experienced team and affiliated global expert network is available to support the marketing and strategy execution of destinations and travel businesses to increase yield. With deep knowledge, experience, and insights into high-yield visitor markets, our services will drive competitive advantages and enhance the value of tourism.

High-Yield Tourism has been conceived to meet shifting challenges in an unfolding era. In the rush to recover from the pandemic, many destinations and tourism segments have pursued the matching of 2019 numbers. While economic growth is essential, a focus on quantity over quality is reprising the previous negative impacts of tourism. A backlash is developing, and public sentiment against mass tourism is hardening in many locations. Gary Bowerman, Co-Founder of High-Yield Tourism.

High-Yield Tourism creates economically advantageous models for destinations
and travel organizations to pursue. This crucial, yet poorly defined and often-overlooked, segment offers huge potential to re-balance visitor economy growth by creating a bridge between mass and luxury trave l. We work with our clients to prioritize visitors who spend more and contribute to the cultural, social and environmental stewardship of destinations.

Unlike mass or luxury tourism, high-yield tourism builds inclusive revenue streams by visitors who contribute as much as they spend. Our team identifies visitors seeking immersive experiences enabling the economic benefits to be effectively dispersed. By focusing on this fast-changing segment, destinations can foster a more equitable form of tourism that sustains local businesses and preserves cultural and natural assets.

Attracting high-yield visitors commands a creative approach utilizing the latest market insights. High-value tourists expect nuanced travel services and a deep understanding of their preferences. This poses challenges for marketers. The segment’s desire for authenticity and quality requires the detailed data analytics and innovative marketing strategies in which we specialize. Dr Jens Thraenhart, Co-Founder of High-Yield Tourism.

Our Products & Services

  • High Yield Tourism Podcast - Launched in May 2024, our podcast assists industry leaders to target high-value consumers with expert insights and analysis on high-yield source markets, best practices for engagement, and actionable guidance for tourism marketers. Hosted by Dr Jens Thraenhart (former CEO of Barbados Tourism, Executive Director of Mekong Tourism and Executive Director of Marketing at Destination Canada), and Gary Bowerman (Director of Check-in Asia, Co-Founder of The South East Asia Travel Show and Author of The New Chinese Traveler).
  • High-Yield Tourism Portraits - A suite of strategic resources includes our detailed yet easy-to-read Tourism Portraits of carefully selected and researched high-yield visitor markets in Asia Pacific and worldwide.
  • High-Yield Tourism Playbook - Tourism Playbooks provide a suite of data-driven tools to unlock the value of high-yield visitor markets by analyzing niche segments, cultural nuances, spending habits, and preferred experiences. Our proprietary Why? What? How? framework deconstructs complex markets and provides step-by-step guidance to create balanced and effective strategies.
  • High-Yield Tourism Playbook: Enterprise - Our customized Tourism Playbook offering is tailored to the marketing requirements of a destination or brand. In addition to a suite of data-driven tools to unlock high-yield markets, Enterprise customers benefit from bespoke-researched market information, competitor social media and digital marketing analysis, a seminar presentation, and strategy planning guidance.
  • High-Yield Tourism Activation - Our team is available to support your marketing and strategy execution to increase yield. We have curated and partnered with leading global and local firms with deep knowledge, experience, and insights into specific high-yield visitor markets to drive competitive advantages and enhance the value of tourism.

For more information, please visit: www.highyieldtourism.com