UPCOMING WEBINAR: State of the American Traveler – DESTINATIONS Edition How do US travelers decide where to go? Spotlight: Global Gallery of ‘Content That Inspires Travel’ Examples March 2 nd 2017
DES DESTIN TINATIO ATIONS E NS EDITI DITION ON STATE OF AMERICAN TRAVELER Miles & Destination Analysts. March 2 nd 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 Er Erin in Ma Marv rvin in, , Content Co tent St Strateg tegist, ist, Mil iles es +1 941 342 2368 Erin.Marvin@MilesPartnership.com, Social: @MeetMiles
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DMA West Tech Summit & Vendor Showcase March 15-17, 2017 | Sheraton Salt Lake City Hotel Labs | General Sessions | Workshops | Exhibits Technology Strategies for Destination Marketing Organizations Creative and energizing, the DMA West Tech Summit provides technology strategies and solutions to benefit your staff and your organization. In a comfortable, casual and friendly environment, you will be engaged on all levels. Join destination marketers in Salt Lake City for hands-on labs, dynamic keynote presentations, informative workshops and a vendor showcase of technology products and services. Tech Summit online registration at www.dmawest.org closes at end of day March 3.
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
DE DESTI STINA NATI TIONS EDI ONS EDITI TION ON Agenda 1. Research: Travel Outlook 2. Research: Destinations Travelers want to visit 3. Research: Use of Content in Destination Decision 4. Spotlight: Quick Global Gallery of Content That Inspires Travel
The State of the American Traveler DESTINATION EDITION Dave Bratton Managing Director Destination Analysts, Inc.
T HE S TATE OF THE A MERICAN T RAVELER DESTINATIONS 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 Today: January 2017 Results
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.
Trips Taken (Past 12 Months) ANNUAL LEISURE TRIPS TAKEN 4.0 4.1 4.3 4.2 4.2 4.1
Regional Trips Taken (Past 12 Months) TRIPS WITHIN 200 Miles of Home 1.7 2.0 1.7 1.7 1.7 1.7
Leisure Travel Optimism: Trips (Next 12 Months) % EXPECTS TO TRAVEL MORE 41.5% 35.9% 43.3% 34.5% 39.3% 38.7%
Leisure Travel Spending: 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 Spending: 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 Spending: Trips (Next 12 Months) % EXPECTS TO SPEND MORE 39.0% 35.9% 42.0% 31.8% 41.0% 37.3%
Personal Finances Remain the Biggest Impediment Personal financial reasons 37.6% 21.0% Airfare was too expensive 20.8% I was too busy at work Travel budgets up 10% in past 2 years I didn’t have enough vacation time 16.2% 15.6% Gasoline was too expensive $3,700 $3,643 15.1% Other personal responsibilities $3,600 Safety concerns 12.3% $3,500 $3,445 $3,453 $3,381 $3,400 9.8% Health/Illness $3,264 $3,300 9.3% Weather $3,200 Child care responsibilities 6.7% $3,100 3.8% I did not have a travel companion(s) $3,000 Jan July Jan July Jan I travel frequently for business and preferred 2.0% 2015 2015 2016 2016 2017 to stay home Lack of availability (at hotels, golf courses, 1.7% spas, etc) Question: How much IN TOTAL is the maximum you will 22.0% NONE OF THE ABOVE spend on leisure travel (including airfare, accommodations 0% 10% 20% 30% 40% and all other trip related spending) during the NEXT TWELVE (12) MONTHS? Percent of Leisure Travelers
Impediments to Travel: Personal Finances 60% 55.9% 54.6% 55% 48.9% 49.1% 47.6% 50% 45% 41.1% 40.9% 40% 38.6% 38.5% 36.3% 37.6% 36.8% 35.7% 35.8% 35% 30% July Jan July Jan July Jan July Jan July Jan July Jan July Jan 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2017 Percent of Leisure Travelers
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% 15.6% 13.0% 10% 0% July Jan July Jan July Jan July Jan July Jan July Jan July Jan 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2017 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% 21.0% 20.6% 19.6% 19.3% 20% 15% 10% July Jan July Jan July Jan July Jan July Jan July Jan July Jan 2010 2011 2011 2012 2012 2013 2013 2014 2014 2015 2015 2016 2016 2017 Percent of Leisure Travelers
TM The State of the International Traveler Argentina Holland
The State of the International Traveler I expect to take more international trips (next 12 months) I expect to take more international trips (next 12 months) I expect to spend more on international trips (next 12 mos.) I expect to spend more on international trips (next 12 mos.) 2014 2014 2015 2015 2016 2016 2017 2017 2014 2015 2016 2017 2014 2015 2016 2017 Brazil Brazil 66.9% 66.9% 66.4% 66.4% 72.5% 72.5% 67.0% 67.0% -7.6% -7.6% China 75.2% 65.0% 63.1% 62.1% -1.5% China 75.2% 65.0% 63.1% 62.1% -1.5% China China 77.1% 77.1% 68.4% 68.4% 65.1% 65.1% 65.1% 65.1% -0.1% -0.1% India 56.1% 58.9% 56.4% 57.8% 2.4% India 56.1% 58.9% 56.4% 57.8% 2.4% Mexico Mexico 60.3% 60.3% 61.0% 61.0% 66.4% 66.4% 63.0% 63.0% -5.2% -5.2% South Korea 52.9% 52.5% 51.2% 56.3% 10.1% South Korea 52.9% 52.5% 51.2% 56.3% 10.1% India India 52.4% 52.4% 58.7% 58.7% 52.8% 52.8% 53.7% 53.7% 1.8% 1.8% Brazil 55.9% 58.8% 61.1% 56.1% -8.2% Brazil 55.9% 58.8% 61.1% 56.1% -8.2% South Korea South Korea 45.3% 45.3% 48.4% 48.4% 46.4% 46.4% 49.9% 49.9% 7.7% 7.7% Mexico 47.0% 46.8% 54.0% 52.6% -2.6% Mexico 47.0% 46.8% 54.0% 52.6% -2.6% Italy Italy 32.9% 32.9% 39.6% 39.6% 46.6% 46.6% 41.2% 41.2% -11.6% -11.6% Australia 33.2% 35.8% 34.7% 40.5% 16.7% Australia 33.2% 35.8% 34.7% 40.5% 16.7% Australia Australia 32.3% 32.3% 33.4% 33.4% 31.5% 31.5% 40.3% 40.3% 27.7% 27.7% Italy 32.8% 34.7% 43.4% 39.6% -8.8% Italy 32.8% 34.7% 43.4% 39.6% -8.8% France France 28.8% 28.8% 32.7% 32.7% 32.8% 32.8% 36.9% 36.9% 12.6% 12.6% United Kingdom 29.8% 38.9% 37.3% 38.4% 3.0% United Kingdom 29.8% 38.9% 37.3% 38.4% 3.0% United Kingdom United Kingdom 24.2% 24.2% 32.2% 32.2% 33.7% 33.7% 32.4% 32.4% -3.8% -3.8% France 26.7% 33.3% 34.6% 33.2% -4.3% France 26.7% 33.3% 34.6% 33.2% -4.3% Germany Germany 25.7% 25.7% 29.6% 29.6% 31.1% 31.1% 30.7% 30.7% -1.0% -1.0% Germany 26.7% 30.5% 33.0% 32.9% -0.3% Germany 26.7% 30.5% 33.0% 32.9% -0.3% Japan 26.6% 25.9% 25.4% 30.4% 19.3% Canada Canada 26.7% 26.7% 33.5% 33.5% 31.2% 31.2% 27.9% 27.9% -10.6% -10.6% Japan 26.6% 25.9% 25.4% 30.4% 19.3% Canada 28.1% 35.2% 34.0% 27.4% -19.5% Japan Japan 23.8% 23.8% 24.4% 24.4% 24.3% 24.3% 27.8% 27.8% 14.5% 14.5% Canada 28.1% 35.2% 34.0% 27.4% -19.5%
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