The motorcycle touring segment is a lucrative market for the tourism industry, but there has been a lack of market data to support this niche and assist destinations. Until now.

SMG is proud to announce the completion of the first ever national motorcycle tourism study that it developed in partnership with RoadRUNNER magazine, which is designed to understand the attitudes, perceptions and behaviors of the motorcycle touring segment. The study addressed respondent motorcycle ownership profiles, purchase intent, trip characteristics, trip planning, motorcycle friendly lodging properties, media use and a demographic profile of survey respondents. It also looked at four core sub-segments including tour riders, cruisers, adventure riders and commuters.

The SMG/RoadRUNNER National Motorcycle Tourism Study is part of SMG’s innovative new Motorcycle Tourism consulting services designed to assist both tourism destinations and lodging properties in attracting this market segment, as well as help motorcycle manufacturers and clubs work with tourism destinations.

“The motorcycle touring segment can be very lucrative to those destinations and lodging properties that know how to effectively position themselves. We seek to provide our clients with unique insight on how to take advantage of this segment and their needs,” explained Carl Ribaudo, President of SMG and avid motorcycle rider.

“Motorcycle touring is a recreational activity that has seen much growth, and manufacturers are offering improved existing and new products to meet that demand. Destinations have a unique opportunity to take advantage of this trend,” he added.

SMG offers comprehensive services to assist destinations and lodging properties including destination inventory for attracting the motorcycle touring segment, review of existing marketing programs and channels, motorcycle touring segment branding, marketing research, marketing plan and strategy development and interactive services.  Ribaudo noted “Our experience in destination marketing and motorcycle touring is unmatched.”

The Strategic Marketing Group (SMG) provides consulting services to assist destinations, lodging properties and resorts on how to attract the lucrative and loyal motorcycle touring market. SMG has assisted in the development of tourism marketing strategies for a wide range of destinations and state tourism offices. In addition, Carl Ribaudo, President of SMG, has extensive motorcycle touring experience, and is also an active American Motorcycle Association member, co-founder of the Lake Tahoe Adventure Moto Motorcycle event, writer for MOTOSFO and founder and President of the Tahoe Blue Riders Motorcycle Club. For more information please contact Carl.