About The State of the American Traveler Online survey conducted - - PowerPoint PPT Presentation
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
MOBILE EDITION
About The State of the American Traveler
sample of US adults
behaviors
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017
October 2017
Current Economic Conditions
Current Leisure Travel Optimism
Trips & Spending
(Next 12 Months)
40.7% 39.3% 53.6% 45.9% 46.6% 40.7% 39.5% 32.9% 32.4% 26.4% 23.2% 16.9% 13.0% 13.7% 15.6% 12.7% 17.6% 0% 10% 20% 30% 40% 50% 60% 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 2017 Jan 2017 July 2017 Oct 2017
Impediments to Travel: Gasoline Prices
Percent of Leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
36.0% 34.9% 38.9% 35.2% 30.2% 32.9% 27.1% 25.6% 24.0% 19.6% 20.6% 22.8% 19.3% 22.2% 21.0% 19.6% 24.1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 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
Impediments to Travel: Airfare too Expensive
Percent of Leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
55.9% 54.6% 48.9% 49.1% 47.6% 40.9% 38.6% 41.1% 36.8% 35.7% 35.8% 38.5% 36.3% 37.6% 37.6% 40.6% 44.0% 0% 10% 20% 30% 40% 50% 60% 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
Impediments to Travel: Personal Finances
Percent of Leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017
A Profile
Q: Do you own or regularly use a mobile phone?
Mobile Phone Usage in Travel Planning
(% of leisure travelers using mobile phones to plan travel)
17.2% 13.4% 21.7% 24.0% 28.0% 28.0% 26.4% 29.4% 41.3% 40.6% 41.0% 45.0% 40.6% 37.1% 49.6% 49.4% 48.9% 63.7%
0% 10% 20% 30% 40% 50% 60% 70% July 2008 Jan 2009 July 2009 Jan 2010 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
WHO are the Mobile Travel Planners?
Who Are Mobile Travel Planners?
Question: What is your gender?
46.7% 54.5% 53.3% 45.5% 40% 42% 44% 46% 48% 50% 52% 54% 56% Mobile Travel Planners Not Mobile Travel Planners Male Female
More likely to be female
Who Are Mobile Travel Planners?
Question: On any of the leisure trip(s) you took last year, did you bring your own children?
11.8% 8.3% 27.0% 19.3% 0% 10% 20% 30% 40% 50% 60% Mobile Travel Planners Not Mobile Travel Planners Four Five or more
Mean trips 4.0 3.4
Travel more
Who Are Mobile Travel Planners?
Question: In what year were you born?
90.5% 77.2% 52.2% 35.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Millennials Generation X Baby Boomers Pre-Boomers
90.5% of millennials used a mobile phone to plan a trip (past year)
Younger
Who Are Mobile Travel Planners?
Question: On any of the leisure trip(s) you took last year, did you bring your own children?
Heavy family travelers
41.6% 16.9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Mobile Travel Planners Not Mobile Travel Planners
41.6% of mobile travelers traveled with their kids (in past year)
Who Are Mobile Travel Planners?
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?
$2,751.01 $3,328.77 $0 $1,000 $2,000 $3,000 $4,000 Not Mobile Travel Planners Mobile Travel Planners
Bigger Travel Budgets
Who Are Mobile Travel Planners?
Question: In the past 12 months, have you used any of the following resources to plan any of your leisure travels?
Hyper-Informed Travelers
70.6% 68.9% 52.9% 30.8% 41.4% 48.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Social Media User-generated Content Any Print Resource Not Mobile Travel Planners
Who Are Mobile Travel Planners?
Question: In the past 12 months, have you used the official WEBSITE of a destination's local Visitors or Convention Bureau (or Chamber of Commerce), or state or national government travel
DMO Website Users Peer-to-Peer Lodging Site Users
36.2% 22.1% 0% 5% 10% 15% 20% 25% 30% 35% 40% Mobile Travel Planners Not Mobile Travel Planners 27.2% 6.2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Mobile Travel Planners Not Mobile Travel Planners
Question: In the past 12 months, have you used any PEER-TO-PEER LODGING WEBSITE (e.g., Airbnb and VRBO) to book any leisure accommodations?
Who Are Mobile Travel Planners?
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?
68.4% 31.6% 39.7% 60.3% 0% 20% 40% 60% 80% Yes - I used these to RESEARCH AND BOOK leisure travel Yes - I used these only to RESEARCH leisure travel Mobile Travel Planners Not Mobile Travel Planners
OTA Researchers
Device Usage, Content Consumption & Other Behaviors
How Leisure Travel Planning is Done—Device Usage Pre/Post Trip
What percentage of your travel planning is typically done using each of the following before you leave for your trip? What percentage of your travel planning is typically done using each of the following while on your trips?
Before Leaving Home While Traveling
70.0% 8.0% 8.2% 13.7% 65.2% 9.6% 15.5% 9.7% 60.6% 10.0% 21.0% 8.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Laptop or desktop computer Tablet Smartphone Printed materials Winter 2015 Fall 2016 Summer 2017 39.9% 13.2% 21.3% 25.4% 32.4% 14.3% 36.6% 16.7% 29.1% 13.1% 44.2% 13.6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Laptop or desktop computer Tablet Smartphone Printed materials Winter 2015 Fall 2016 Summer 2017
What percentage of your travel planning is typically done using each of the following before you leave for your trip? What percentage of your travel planning is typically done using each of the following while on your trips?
34.3% 25.2% 10.7% 8.2% 58.7% 49.0% 34.0% 27.0% 0% 10% 20% 30% 40% 50% 60% 70% Millennials Generation X Baby Boomers Before leaving home While traveling
How Leisure Travel Planning is Done—Device Usage Pre/Post Trip by Generation
Ease of Planning on Mobile vs. Purchasing
Ease of purchasing travel products Ease of planning travel on mobile devices
Very easy, 31.5% Easy, 30.4% Neutral, 23.4% Difficult, 8.9% Very difficult, 5.8% Very easy, 24.8% Easy, 24.8% Neutral, 30.3% Difficult, 10.9% Very difficult, 9.2%
Question: Please think exclusively about researching your travels PRIOR TO TRAVELING OR PURCHASING travel products. In your experience, how easy is using your mobile phone to research and find travel information? Question: Please think exclusively about MAKING TRAVEL PURCHASES using your mobile phone. In general, how easy do you find using your mobile phone to purchase or book travel products and services (hotels, flights, etc.)?
19.2% 8.0% 14.8% 27.7% 30.3% 0% 5% 10% 15% 20% 25% 30% 35% Strongly prefer using a mobile phone Prefer using a mobile phone Neutral - I have no preferece Prefer using a personal computer or laptop Strongly prefer using a personal computer or laptop
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
Prefer Using Mobile Phone Over Laptop/Desktop
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?
Researching activities, attractions or events 2016 = 44.6% 2017 = 36.8%
2.9% 5.5% 11.6% 14.6% 6.4% 6.4% 17.9% 22.2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Pre-Boomers Baby Boomers Generation X Millennials Strongly prefer using a mobile phone Prefer using a mobile phone
A major divide exists between older and younger generations in their preferences for mobile planning.
The same story…
Other planning tasks?
Travel Research Done on Mobile Phones
30.2% 6.6% 8.9% 13.5% 19.9% 27.9% 38.1% 43.8% 50.1% 0% 20% 40% 60% NONE OF THESE Cruise information Peer-to-peer lodging (e.g., AirBnB) Travel packages (E.g., hotel plus travel product like airfare, rental car, etc.) Concerts, sporting events, festivals, etc. Airlines or airfares Attractions Hotel or motels Restaurants
Question: While planning a leisure trip the PAST TWELVE (12) MONTHS, which of the following have you researched using your mobile phone? (Select all that apply)
Travel/Trip Purchases Made on Mobile Phones
Question: Now, please think about purchases made with your mobile phone. In the PAST TWELVE (12) MONTHS, which of the following have you purchased using your mobile phone?
55.4% 2.1% 4.9% 5.5% 12.8% 14.4% 16.0% 17.9% 24.9% 0% 20% 40% 60% NONE OF THESE Cruise fares/tickets Travel packages (E.g., hotel plus travel product like airfare, rental car, etc.) Peer-to-peer lodging (e.g., AirBnB) Concerts, sporting events, festivals tickets Airlines or airfares Attraction tickets Restaurant bill Hotel or motels stays
1.8% 12.4% 14.8% 18.5% 23.2% 23.4% 26.8% 31.7% 33.1% 36.8% 38.4% 43.2% 44.8% 45.5% 0% 20% 40% 60%
Not sure/Don’t know No applicable – I have not used my mobile phone to look at travel before booking Festivals and special events information Articles/Itineraries – reading editorial Video – watching online video User-generated content (reviews, ratings, content posted by other travelers) Social media content (from friends, family, etc.) Activities or attractions information Deals or special offers Photos – viewing online photos Restaurant/Dining information Maps Hotel information Prices
Travel Planning Info Researched (Before Booking Trip on Mobile Phone)
Question: Please think about the last time you used a mobile phone to plan a leisure trip. BEFORE actually booking your travel, which of the following resources did you use (on your mobile phone) to plan your trip? (Select all that apply)
6.3% 9.2% 9.8% 13.6% 14.3% 18.3% 20.1% 20.1% 23.3% 23.5% 25.1% 25.8% 33.8% 39.5% 0% 20% 40% 60%
Not sure/Don’t know Festivals and special events information Articles/Itineraries – reading editorial User-generated content (reviews, ratings, content posted by
Video – watching online video Social media content (from friends, family, etc.) Photos – viewing online photos Deals or special offers No applicable – I have not used my mobile phone to look at travel before booking Activities or attractions information Hotel information Prices Restaurant/Dining information Maps
Travel Planning Info Researched on Mobile Phone (In-Market)
Question: Again, please think about the trip where you last used a mobile phone to plan a leisure trip. WHILE traveling WITHIN YOUR DESTINATION (City, Region, State), which of the following resources did you use (on your mobile phone) to plan your trip?
Destination Analysts’ Mobile Addiction Test
regarding mobile phones
assessment test methodologies
100
1.7% 2.2% 4.9% 8.1% 19.4% 14.8% 16.3% 9.9% 6.8% 6.0% 0% 5% 10% 15% 20% 25% 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
Mobile Phone Addiction Spectrum
Mobile Phone Addiction Score, Sept. 2016 Less addicted <<<<--------------------------------------------------->>>> More addicted
2015 = 51 2016 = 57 National Average 2017 = 58
39.9 51.3 61.1 67.4 10 20 30 40 50 60 70 80 Pre-Boomers Baby Boomers Generation X Millennials
Generational Perspective
+13.2 % CHANGE IN MOBILE ADDICTION SCORE (in past 12 months) +5.4
Travelers’ Relationships with their Mobile Devices
Question: In the normal course of your day, how often is your mobile phone on your person (or within easy reach)?
Always, 30.8% Often, 27.3% Sometimes, 21.6% Rarely, 11.6% Never, 8.8%
Travelers’ Relationships with their Mobile Devices
When you are using your mobile device in the company of friends and family, how likely are you to FEEL GUILTY (even if momentarily) that you are not interacting with them?
Very likely, 14.6% Likely, 20.0% Somewhat likely, 33.2% Unlikely, 19.3% Very unlikely, 12.8%
Question: In the normal course of your day, if you become bored or momentarily have some free time, how often will you feel the urge to pick up your mobile phone to entertain yourself?
Always, 51.8% Often, 31.9% Sometimes, 12.1% Rarely, 3.6% Never, 0.5%
Question: You are in a social situation (e.g., a party, dinner with friends or family, a business meeting, etc.) and you receive a text or email message. How likely are you to immediately look at your mobile device to read it?
Always, 17.9% Often, 22.9% Sometimes, 31.3% Rarely, 18.0% Never, 9.9%
If you are driving and you receive a text or email message, how likely are you to look at your mobile device and read it while driving or at the next stop sign/light?
Always, 9.3% Often, 13.3% Sometimes, 21.8% Rarely, 21.4% Never, 34.2%
If my mobile device was lost or stolen and I could not replace it within two days, it would be a very emotionally difficult situation for me.
Very likely, 26.0% Likely, 20.8% Somewhat likely, 21.3% Unlikely, 13.4% Very unlikely, 18.5%