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Arnie Weissman
You may be wondering why tour guides Nancy Berger attended the USTOA Annual Conference and Marketplace last December.
Berger is senior vice president and group publisher of Hearst’s youth and wellness group, which includes Cosmopolitan, Men’s Health, Women’s Health and Seventeen magazines, as well as Clevever, a YouTube-based programming brand.
When Cosmo Trips was introduced by Cosmopolitan in August, the operators’ questions were answered. And in putting together CosmoTrips, Berger created a case study that shows how to launch a travel initiative focused on a specific demographic, a process that guides, travel consultants and other consumer brands can benefit from.
Before the outbreak, Berger noticed that millennial and Gen Z women in her workforce were taking more long vacations. And when she talked to them, she found that many were traveling with friends and a significant number were planning trips for their groups.
“There were pain points,” she said. “They spend about 16 hours working on the plan. And there’s a risk — they often put their own credit card in, expecting others to Venmo their share.”
She saw an opportunity. She’s been holding focus groups during the pandemic to better understand what Cosmo readers want when they get together to travel with friends. She then hired Susan Black Associates to send recommendations to travel companies that could handle the marketing and practical side of the trip.
(She ended up contracting with DH Enterprises & Associates, the parent company of Scepter Vacations and contractor for Aer Lingus Vacations.)
Responding to reader feedback, she places a high priority on making it easy for each team member to pay their own way (and if you want, use Klarna, travel now, pay a loan later, to finance). She insisted on a robust mobile website for information and booking. “These travelers want pre-planned activities. They don’t want to worry about where to eat, what to do – and we want to give that to them,” she said.
The trips aren’t aimed at luxury travelers: $299 per person for two nights in Austin, Texas, $699 for two nights in Charleston, transportation not included. “Most trips are four people. Most of the demographic wants to travel four times a year, and that can add up quickly,” Berger said.
“Also, we understand that a big part of CosmoTrip will be extras — “Cosmo Benefits.” A number of desirable services and amenities are negotiated with hotels. Each guest receives a complimentary beverage upon arrival (Cosmo if possible). Some hotels offer free pool cabanas. For Austin Travel, Spin Studio, Ride, offered free sessions.
And in addition to the additions, there was also an important deduction: resort fees were waived for CosmoTrip guests.
One of her own picks is included, and she said, “I’m addicted to a good bag.” “I like to make them for every event I do. So two weeks before they go, they get a goody bag, something to help them get ready or something to take.”
Berger partnered with Bloomingdales — “a vacationer should do a little shopping beforehand” — and set up pop-ups at flagship stores in California, Florida and Manhattan before launch. “Each one is hosted by a local influencer and Cosmo representative. We’ll be doing more of these.”
In addition, when preparing for the publication, he began to put major travel articles in each issue, and the current issue is “Travel Issue”.
One of his articles is on destination weddings. “Why not tap into all aspects of travel that appeal to this demographic? Important events like reunions, graduations, significant birthdays. And Covid-inspired trends, like work and revenge travel.”
Reflecting that much of the planning was done during the Covid season, the first four destinations are domestic: Austin, New York, West Hollywood and Charleston. Las Vegas, New Orleans and Miami are in the works. “There is a lot of demand in Mexico and the Caribbean for 2023,” Berger said.
In addition to editorial coverage and a “travel as an editor” theme, marketing also includes sending influencers on a trip.
“There’s a social currency that comes out of the travel experience,” she says. “These travelers want to show off what they’re staying and eating, every morsel on the plate. It highlights what they’re doing and inspires others to do the same.”
Can Men Go on CosmoTrip? “We don’t talk about sex,” she replied. “He’s Cosmo, so whoever your besties are, we’ll never say no to anyone who wants to be a part of Cosmo’s life.”
Or Men’s Health Life? Could this be a future option?
“One thing at a time,” she replied. “We really listen to the CosmoTrip traveler. We’re still learning and practicing.”
She paused. But I’m open.
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