WEBINAR: State of the American Traveler: TRAVELER SEGMENTS Edition - PowerPoint PPT Presentation

UPCOMING WEBINAR: State of the American Traveler: TRAVELER SEGMENTS Edition Travel Sentiment Travel Segmentation of US Travelers 6 Travel Segments in-depth Spotlight: Best Practices in Targeting Travel Segments Online: Acquia August 23 rd 2017

TRA TRAVEL VEL SE SEGME GMENTS NTS EDI EDITIO TION STATE OF AMERICAN TRAVELER Miles & Destination Analysts. August 23 rd 2017

Greetings Chri Ch ris A s Ada dams ms Da Dave ve Br Bratt tton on +1 303 842 3394 +1 415 307 3283 Chris.Adams@MilesPartnership.com Dave@DestinationAnalysts.com Social: KiwiColorado Social: DA_Research

Guest Presenter Best Practices in Targeting Traveler Segments Online An Andr drea ea Ros osi, i, Se Senior ior Product oduct Marketi keting ng Acquia Web: www.acquia.com Social: @Acquia

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TR TRAV AVELER ELER SE SEGME GMENTS NTS ED EDIT ITIO ION Agenda 1. Research: Travel Outlook 2. Research: Travel Segments 3. Research: 6 x Travel Segments 4. Takeaways Guest Speaker: Targeting Segments Online – Acquia 5. Upcoming Webinars & 3 x New White Papers

T HE S TATE OFTHE A MERICAN T RAVELER TRAVELER SEGMENTS EDITION

The State of the American Traveler o Online survey conducted since 2006 o Survey invitation sent to a nationally representative sample of US adults o Total sample of 2,000 American leisure travelers o Examines traveler sentiment, motivations & behaviors o Quarterly project The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Traveler Segments

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

A MERICAN T RAVELER S ENTIMENT

Current Leisure Travel Optimism Trips & Spending (Next 12 Months)

Impediments to Travel: Gasoline Prices 60% 53.6% 50% 46.6% 45.9% 40.7% 40.7% 39.3% 39.5% 40% 32.9% 32.4% 30% 26.4% 23.2% 20% 16.9% 15.6% 13.0% 12.7% 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan July 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 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% 34.9% 35.2% 35% 30.2% 32.9% 30% 27.1% 25.6% 24.0% 25% 22.8% 19.3% 21.0% 19.6% 20.6% 19.6% 20% 15% 10% 5% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan July 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2017 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% 40.9% 40.6% 41.1% 38.6% 38.5% 37.6% 40% 36.3% 36.8% 35.8% 35.7% 30% 20% 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan July 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2017 2017 Percent of Leisure Travelers The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

T RAVEL S EGMENTS

Goal for The Day

Takeaways 1. Younger 2. Ethnically diverse 3. Discount-oriented 4. Moderate travel budgets 5. Travel frequently 6. Social-media matters The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Heavy Social Media Users

Takeaways 1. Skew female 2. Financially “challenged” 3. Discount-oriented 4. Lower travel budgets 5. Travel optimists 6. Heavy travelers 7. Diverse travel interests 8. Park users 9. Dominate peer-to-peer services The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Takeaways 1. Typical age spectrum 2. Affluent, frequent travelers 3. Big travel budgets 4. Diverse travel interests (like Millennials) 5. Sophisticated travelers The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Takeaways 1. Younger profile 2. Yet high income 3. Prioritize travel in budget 4. Millennials defy stereotypes The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Takeaways 1. Male skew 2. Younger profile 3. Strong financials 4. Frequent travelers 5. Diverse interests 6. Social media super users

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Takeaways 1. Age neutral 2. Strong financials 3. Frequent travelers 4. Hyper-informed travelers 5. Less social media use The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

S OCIAL M EDIA T RAVELERS (S OCIAL T RAVELERS )

Background: Travelers’ Use of DMO Websites MORE TRUST LESS TRUST LESS USE MORE USE *Source: Destination Analysts’ The State of the American Travele r TM - --Technology Edition, April 2017. Base: 2,000 American leisure travelers.

Social Media Used in Travel Planning The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Which of these social media Visited a destination as a result services do you regularly use? of content seen on any of these social media channels? 80.2% Facebook YouTube 47.2% Yes, 19.7% Instagram 33.7% Twitter 29.2% Pinterest 24.8% Snapchat 21.5% LinkedIn 17.6% No, 80.2% Tumblr 5.9% Periscope 2.3% Flickr 1.7% NONE OF THESE 12.2% 0% 25% 50% 75% 100% The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Visited a destination as a result of content seen on any of these social media channels? Yes, 19.7% Social Media No, 80.2% Traveler The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Gender and Age: Skew Slightly Male and Heavily Millennial Social Media Travelers % Millennial 60% 53.3% Female, Male, 46.4% 50% 53.6% 40% 30% 22.4% 20% 10% 0% Non-Social Travelers Social Travelers The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Trips Taken and Travel Activities (Past 12 Months) Frequent Travelers with High Expectations Leisure Trips Taken Travel Expectations (Next 12 Months) 6 100% Non-Social Travelers Social Travelers 4.93 5 75% 63.6% 62.5% 4.08 4 50% 28.5% 26.5% 3 25% 2 0% Non-Social Travelers Social Travelers Expect to Travel More Expect to Spend More The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Used a Mobile Phone to Plan Leisure Travel (Past 12 months) 100% 94.4% 90% 80% If they’re selecting destinations via 70% 60% social media, they’re planning their 54.9% 50% trips on a mobile device. 40% 30% 20% 10% 0% Non-Social Travelers Social Travelers The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

Trips Taken and Travel Activities (Past 12 Months) Social Travelers Non-Social Travelers 100% 90% 80% 72.5% 69.2% 70% 65.0% 62.2% 61.1% 60% 53.9% 51.7% 49.5% 50% 45.6% 43.1% 37.8% 40% 36.0% 36.1% 33.5% 29.2% 29.0% 28.9% 30% 23.3% 22.4% 19.9% 20% 12.4% 10.1% 10% 0% Traveled by air Took overnight Visited foreign Took a multi-gen Took a multi- Traveled with Theme or Festival or Sporting event State, local or National Park or cruise country trip state trip own children amusement park special event regional parks Monument The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017