T HE S TATE OF THE A MERICAN T RAVELER M OBILE E DITION
About The State of the American Traveler Online survey conducted since 2006 o Survey invitation sent to a nationally representative o sample of US adults Total sample of 2,000 American leisure travelers o Examines traveler sentiment, motivations & o behaviors o Conducted quarterly The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017
American Traveler October 2017 Sentiment
Current Economic Conditions
Current Leisure Travel Optimism Trips & Spending (Next 12 Months)
Impediments to Travel: Gasoline Prices 60% 53.6% 50% 45.9% 46.6% 40.7% 39.3% 40.7% 39.5% 40% 32.9% 32.4% 30% 26.4% 23.2% 17.6% 20% 16.9% 13.0% 13.7% 15.6% 12.7% 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Oct Jan July Oct 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2017 2017 2017 2017 Percent of Leisure Travelers The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
Impediments to Travel: Airfare too Expensive 45% 38.9% 40% 36.0% 35.2% 34.9% 35% 32.9% 30.2% 30% 27.1% 25.6% 24.1% 25% 24.0% 22.8% 22.2% 21.0% 20.6% 19.6% 19.6% 19.3% 20% 15% 10% 5% 0% July 2010 Jan 2011 July 2011 Jan 2012 July 2012 Jan 2013 July 2013 Jan 2014 July 2014 Jan 2015 July 2015 Jan 2016 July 2016 Oct 2016 Jan 2017 July 2017 Oct 2017 Percent of Leisure Travelers The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
Impediments to Travel: Personal Finances 60% 55.9% 54.6% 48.9% 49.1% 50% 47.6% 44.0% 40.9% 41.1% 40.6% 38.6% 38.5% 37.6% 40% 36.8% 36.3% 37.6% 35.8% 35.7% 30% 20% 10% 0% July 2010 Jan 2011 July 2011 Jan 2012 July 2012 Jan 2013 July 2013 Jan 2014 July 2014 Jan 2015 July 2015 Jan 2016 July 2016 Oct 2016 Jan 2017 July 2017 Oct 2017 Percent of Leisure Travelers The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017
The Mobile A Profile Travel Planner
Mobile Penetration Amongst Travelers Q: Do you own or regularly use a mobile phone? 2015 2016 2017 94.0% 94.2% 95.8%
Mobile Phone Usage in Travel Planning (% of leisure travelers using mobile phones to plan travel) 70% 63.7% 60% 48.9% 49.4% 49.6% 50% 45.0% 41.0% 41.3% 40.6% 40.6% 37.1% 40% 29.4% 28.0% 28.0% 26.4% 30% 24.0% 21.7% 17.2% 20% 13.4% 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Jan July Oct 2008 2009 2009 2010 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2016
WHO are the Mobile Travel Planners?
Who Are Mobile Travel Planners? Male Female 56% 54.5% 53.3% 54% 52% 50% More likely to be 48% 46.7% 45.5% 46% female 44% 42% 40% Mobile Travel Planners Not Mobile Travel Planners Question: What is your gender?
Who Are Mobile Travel Planners? Mean trips 4.0 3.4 60% Four Five or more 50% 40% Travel more 30% 27.0% 20% 19.3% 10% 11.8% 8.3% 0% Mobile Travel Planners Not Mobile Travel Planners Question: On any of the leisure trip(s) you took last year, did you bring your own children?
Who Are Mobile Travel Planners? 90.5% of millennials used a mobile phone to plan a trip (past year) 100% 90% 80% 70% Younger 60% 50% 90.5% 40% 77.2% 30% 52.2% 20% 35.3% 10% 0% Millennials Generation X Baby Boomers Pre-Boomers Question: In what year were you born?
Who Are Mobile Travel Planners? 41.6% of mobile travelers traveled with their kids (in past year) 45% 40% 35% Heavy family 30% 25% 41.6% 20% travelers 15% 10% 16.9% 5% 0% Mobile Travel Planners Not Mobile Travel Planners Question: On any of the leisure trip(s) you took last year, did you bring your own children?
Who Are Mobile Travel Planners? Mobile Travel Planners $3,328.77 Bigger Travel Not Mobile Travel Budgets $2,751.01 Planners $0 $1,000 $2,000 $3,000 $4,000 Question: How much IN TOTAL is the maximum you will spend on leisure travel (including airfare, accommodations and all other trip related spending) during the NEXT TWELVE (12) MONTHS?
Who Are Mobile Travel Planners? Not Mobile Travel Planners 80% 70.6% 68.9% 70% 60% 52.9% Hyper-Informed 48.4% 50% 41.4% 40% 30.8% 30% Travelers 20% 10% 0% Social Media User-generated Any Print Resource Content Question: In the past 12 months, have you used any of the following resources to plan any of your leisure travels?
Who Are Mobile Travel Planners? DMO Website Users Peer-to-Peer Lodging Site Users 40% 36.2% 40% 35% 27.2% 35% 30% 30% 25% 22.1% 25% 20% 20% 15% 15% 10% 6.2% 10% 5% 5% 0% 0% Mobile Travel Planners Not Mobile Travel Mobile Travel Planners Not Mobile Travel Planners Planners Question: In the past 12 months, have you used the official Question: In the past 12 months, have you used any PEER-TO-PEER WEBSITE of a destination's local Visitors or Convention Bureau (or LODGING WEBSITE (e.g., Airbnb and VRBO) to book any leisure Chamber of Commerce), or state or national government travel accommodations? office to help plan any travel?
Who Are Mobile Travel Planners? Mobile Travel Planners OTA Researchers Not Mobile Travel Planners 60.3% Yes - I used these only to RESEARCH leisure travel 31.6% 39.7% Yes - I used these to RESEARCH AND BOOK leisure travel 68.4% 0% 20% 40% 60% 80% Question: In the past 12 months, have you used any ONLINE TRAVEL AGENCY websites (e.g., Expedia.com, Hotels.com, Travelocity.com, Kayak.com, Trivago.com, etc.) specifically to plan your leisure travels?
Planning Device Usage, Content Consumption & Leisure Travel Other Behaviors
How Leisure Travel Planning is Done — Device Usage Pre/Post Trip Before Leaving Home While Traveling Winter 2015 50% 44.2% 80% 45% Fall 2016 Winter 2015 39.9% 70.0% 40% 70% Summer 2017 65.2% 36.6% 60.6% Fall 2016 35% 32.4% 60% 29.1% Summer 2017 30% 50% 25.4% 25% 21.3% 40% 20% 16.7% 30% 14.3% 13.6% 13.2% 15% 13.1% 21.0% 20% 15.5% 10% 13.7% 10.0% 9.6% 9.7% 8.4% 8.2% 8.0% 10% 5% 0% 0% Laptop or desktop Tablet Smartphone Printed materials Laptop or desktop Tablet Smartphone Printed materials computer computer What percentage of your travel planning is typically done using each of What percentage of your travel planning is typically done using each of the following before you leave for your trip? the following while on your trips?
How Leisure Travel Planning is Done — Device Usage Pre/Post Trip by Generation Before leaving home While traveling 70% 58.7% 60% 49.0% 50% 40% 34.3% 34.0% 27.0% 30% 25.2% 20% 10.7% 8.2% 10% 0% Millennials Generation X Baby Boomers What percentage of your travel planning is typically done using each of What percentage of your travel planning is typically done using each of the following before you leave for your trip? the following while on your trips?
Ease of Planning on Mobile vs. Purchasing Ease of planning travel on mobile devices Ease of purchasing travel products Very easy, Very difficult, Very difficult, 24.8% 5.8% 9.2% Difficult, 10.9% Very easy, 31.5% Difficult, 8.9% Neutral, Neutral, 23.4% 30.3% Easy, 24.8% Easy, 30.4% Question: Please think exclusively about MAKING TRAVEL Question: Please think exclusively about researching your travels PURCHASES using your mobile phone. In general, how easy do you PRIOR TO TRAVELING OR PURCHASING travel products. In your find using your mobile phone to purchase or book travel products and experience, how easy is using your mobile phone to research and find services (hotels, flights, etc.)? travel information?
Preferred Device for Travel Activities Research If you were given the choice of using a mobile phone or a desktop or laptop computer, which would you generally prefer? Researching activities, attractions or events 35% 30.3% 30% 27.7% 25% 19.2% 20% 14.8% 15% 8.0% 10% 5% 0% Strongly Prefer using a Neutral - I Prefer using a Strongly prefer using a mobile have no personal prefer using a mobile phone preferece computer or personal phone laptop computer or laptop
Prefer Using Mobile Phone Over Laptop/Desktop Strongly prefer using a mobile phone 2016 = 44.6% 2017 = 36.8% Prefer using a mobile phone 40% A major divide exists 35% Researching activities, attractions or events 30% between older and 22.2% 25% younger generations in 17.9% 20% their preferences for 15% mobile planning. 10% 6.4% 14.6% 6.4% 11.6% 5% 5.5% 2.9% 0% Pre-Boomers Baby Generation X Millennials Boomers If you were given the choice of using a mobile phone or a desktop or laptop computer (PC or Mac), which would you generally prefer to use for each of these travel planning tasks?
Other planning tasks? The same story … • Buying tickets to activities, attractions or events • Researching hotels or lodging • Booking hotel accommodations • Researching restaurants • Making restaurant reservations
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