UPCOMING WEBINAR: Update on US Leisure Travel Latest Research on Mobile Use & Behavior Use of Mobile in Trip Planning Process Global DMO Mobile Readiness Index Ryerson University Spotlight: 5 Best Practices for ‘Next Generation’ Mobile November 10 th . 2016
MOB MOBILE ILE EDI EDITIO TION STATE OF AMERICAN TRAVELER Miles & Destination Analysts. November 10 TH 2016
Greetings Ch Chris ris Ada dams ms Erin Fra Er in Francis ncis - Cu Cummings ings +1 303 842 3394 +1 415 716 7983 Chris.Adams@MilesPartnership.com Erin@DestinationAnalysts.com Social: KiwiColorado Social: erincummings31
Miles Presenters Lara ara Ort Ortiz, iz, Ki Kim Pal almer er Sn Snr In Inter eractiv active e Prod oducer, ucer, Mil iles es Dir Direct ctor or of of In Insi sight ht & SE SEO +1 904 563 1953 +1 941 342 2312 Lara.Ortiz@MilesPartnership.com, Social: @MeetMiles Kim.Palmer@MilesPartnership.com
Guest Presenter Ch Chris ris Gib ibbs bs Asso. Pr sso. Professor, ofessor, Ry Ryerson erson Un Univ iversit ersity +1 416 576 2483 cgibbs@ryerson.ca
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Are You Tourism Ready? Spring Symposium & Knoxville, Tennessee March 27-29, 2017 Marketing College • Cutting Edge Research • The Great Debates Hosted Presentations Decision Marketing • Peer – Peer Power of Research • Sessions Round Table Class of 2016 Marketing College Graduation • Dahlonega, Georgia May 14 - 19, 2017 MORE INFORMATION www.SoutheastTourism.org
How to participate in today’s webinar Gr Grab Ta Tab (open or close the control panel) Ch Choo oose se yo your audio o Us Use e Tex ext Box ox to a o ask sk qu ques estions tions In case of “ Drop-Off ” , use your Link to rejoin the webinar A Question & Answer Session will be held at the end of today ’ s session Today ’ s webinar is being recorded and will be made available for later viewing
MO MOBIL ILE E ED EDIT ITIO ION Agenda 1. Research: Travel Outlook 2. Research: Mobile Usage & Behavior by US Travelers 3. Research: Use of Mobile in the Trip Planning Process DMO Global Mobile Readiness Index – 2016 update incl. App vs. No App? 4. 5. Spotlight: 5 Best Practices for Next Generation Mobile
T HE S TATE OF THE A MERICAN T RAVELER MOBILE EDITION
The State of the American Traveler Online survey conducted since 2006 o Survey invitation sent to a nationally o representative sample of US adults Total sample of 2,000+ American leisure o travelers Examines traveler sentiment, motivations o & behaviors October 2016 o
A MERICAN T RAVELER S ENTIMENT
Leisure Travel Optimism: Trips (Next 12 Months) In the next 12 months, do you expect to travel more or less for leisure travel than you did in the most recent 12 month period? Source: The State of the American Traveler, Destination Analysts, Inc.
Leisure Travel Optimism: Trips (Next 12 Months) In the next 12 months, do you expect to travel more or less for leisure travel than you did in the most recent 12 month period? Source: The State of the American Traveler, Destination Analysts, Inc.
Leisure Travel Optimism: Trips (Next 12 Months) In the next 12 months, do you expect to travel more or less for leisure travel than you did in the most recent 12 month period? Source: The State of the American Traveler, Destination Analysts, Inc.
Destination Metrics by Country: Travel Optimism by Generation: Trips (Next 12 Months) Executive Summary (cont.) In the next 12 months, do you expect to travel more or less for leisure travel than you did in the most recent 12 month period? Source: The State of the American Traveler, Destination Analysts, Inc.
Plan to Increase Travels (Next 12 Months) Percent of Leisure Travelers Planning to Increase their Travels, by Region
Destination Metrics by Country: Travel Optimism: Spending (Next 12 Months) Executive Summary (cont.) In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12 month period? Source: The State of the American Traveler, Destination Analysts, Inc.
Destination Metrics by Country: Travel Optimism: Spending (Next 12 Months) Executive Summary (cont.) In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12 month period? Source: The State of the American Traveler, Destination Analysts, Inc.
Destination Metrics by Country: Travel Optimism: Spending (Next 12 Months) Executive Summary (cont.) In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12 month period? Source: The State of the American Traveler, Destination Analysts, Inc.
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% 20% 16.9% 13.0% 10% 0% 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 Percent of Leisure Travelers
Impediments to Travel: Personal Finances 60% 55.9% 54.6% 55% 49.1% 48.9% 50% 47.6% 45% 41.1% 40.9% 40% 38.6% 38.5% 36.8% 36.3% 35.8% 35.7% 35% 30% July Jan 2011 July Jan 2012 July Jan 2013 July Jan 2014 July Jan 2015 July Jan 2016 July 2010 2011 2012 2013 2014 2015 2016 Percent of Leisure Travelers
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% 24.0% 25% 22.8% 20.6% 19.6% 19.3% 20% 15% 10% 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 Percent of Leisure Travelers
T RAVELERS AND THEIR M OBILE P HONES
Destination Analysts’ Mobile Addiction Test • Scored on 6 questions on: • Behaviors and emotions regarding mobile phones • Based on standard addiction self- assessment test methodologies • Each respondent scored from 1 to 100 • Measured twice: • January 2015 • October 2016
Mobile Phone Addiction Score: Leisure Travelers (2016) 18.0% 16.8% 16.0% National Average 14.6% 14.0% 14.0% 11.6% 12.0% Jan 2015 = 51 10.0% 7.8% 8.0% 7.5% Oct 2016 = 57 5.8% 5.7% 6.0% 4.2% 4.0% 1.8% 2.0% 0.3% 0.0% 1 1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 Less addicted <<<<--------------------------------------------------->>>> More addicted Mobile Phone Addiction Score, Sept. 2016
Generational Perspective (Sept. 2016) 100 90 % CHANGE FROM JANUARY 2015 80 68.3 70 62.3 +2.4% 60 +12.7 48.7 50 +16.1 40 35.3 30 -1.3% 20 10 0
What Hasn’t Changed? (Jan 2015 to Oct 2016) Q: Do you own or regularly use a mobile phone? 2015 2016 94.0% 94.2%
What Hasn’t Changed? (Jan 2015 to Oct 2016) 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 In the normal course of your day, how often is your interacting with them? (Select one) mobile phone on your person (or within easy reach)? (Select one) Very likely Likely Always Often 90% 90% 80% 80% 70% 70% 33.7% 32.5% 60% 60% 50% 50% 40% 40% 30% 30% 19.0% 16.9% 48.7% 48.3% 20% 20% 10% 10% 15.4% 15.4% 0% 0% Jan 2015 Oct 2016 Jan 2015 Oct 2016
What Has Changed… (Jan 2015 to Oct 2016)
In the normal course of your day, if you become You are in a social situation (e.g., a party, dinner bored or momentarily have some free time, how with friends or family, a business meeting, etc.) and often will you feel the urge to pick up your mobile you receive a text or email message. How likely are phone to entertain yourself? (Select one) you to immediately look at your mobile device to read it? (Select one) Often Always Often Always 60% 60% 50% 50% 26.6% 40% 40% 19.0% 17.1% 30% 30% 14.2% 20% 20% 29.4% 24.7% 23.1% 21.7% 10% 10% 0% 0% Jan 2015 Oct 2016 Jan 2015 Oct 2016
If my mobile device was lost or stolen and I could If you are driving and you receive a text or email not replace it within two days, it would be a very message, how likely are you to look at your mobile emotionally difficult situation for me. (Select one) device and read it while driving or at the next stop sign/light? (Select one) Likely Very likely Often Always 50% 50% 45% 45% 40% 40% 35% 35% 25.4% 30% 30% 25% 25% 15.1% 20% 20% 11.3% 9.6% 15% 15% 21.6% 10% 10% 16.1% 14.4% 13.7% 5% 5% 0% 0% Jan 2015 Oct 2016 Jan 2015 Oct 2016
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