WEBINAR: State of the American Traveler DESTINATIONS Edition How do - - PowerPoint PPT Presentation

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WEBINAR: State of the American Traveler DESTINATIONS Edition How do - - PowerPoint PPT Presentation

Sep 05, 2023 367 likes •1.2k views

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

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March 2nd 2017

UPCOMING WEBINAR:

Spotlight:

Global Gallery of ‘Content That Inspires Travel’ Examples

State of the American Traveler – DESTINATIONS Edition

How do US travelers decide where to go?

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DES DESTIN TINATIO ATIONS E NS EDITI DITION ON

Miles & Destination Analysts. March 2nd 2017

STATE OF AMERICAN TRAVELER

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Greetings

Ch Chri ris A s Ada dams ms

+1 303 842 3394

Chris.Adams@MilesPartnership.com Social: KiwiColorado

Da Dave ve Br Bratt tton

  • n

+1 415 307 3283

Dave@DestinationAnalysts.com Social: DA_Research

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Guest Presenter

Er Erin in Ma Marv rvin in, ,

Co Content tent St Strateg tegist, ist, Mil iles es

+1 941 342 2368

Erin.Marvin@MilesPartnership.com, Social: @MeetMiles

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In Association with

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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.

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Are You Tourism Ready? Spring Symposium & Marketing College

  • The Great Debates

Decision Marketing

  • Power of Research

Round Table

  • Cutting Edge Research

Hosted Presentations

  • Peer – Peer

Sessions

  • Class of 2016 Marketing College Graduation

MORE INFORMATION www.SoutheastTourism.org

Knoxville, Tennessee

March 27-29, 2017

Dahlonega, Georgia

May 14 - 19, 2017

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Gr Grab Ta Tab (open or close the control panel) Ch Choo

  • ose

se yo your audio

  • How to participate in today’s webinar

Us Use e Tex ext Box

  • x to a
  • 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

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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

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The State of the American Traveler

DESTINATION EDITION Dave Bratton Managing Director Destination Analysts, Inc.

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THE STATE OF THE AMERICAN TRAVELER

DESTINATIONS EDITION

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The State of the American Traveler

  • Online survey conducted since 2006
  • Survey invitation sent to a nationally

representative sample of US adults

  • Total sample of 2,000+ American

leisure travelers

  • Examines traveler sentiment,

motivations & behaviors

  • Today: January 2017 Results
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TRAVELER SENTIMENT

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Leisure Travel Optimism: Trips (Next 12 Months)

Source: The State of the American Traveler, Destination Analysts, Inc. 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?

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Leisure Travel Optimism: Trips (Next 12 Months)

Source: The State of the American Traveler, Destination Analysts, Inc. 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?

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Trips Taken (Past 12 Months) 4.3 4.1 4.1 4.0 4.2 4.2

ANNUAL LEISURE TRIPS TAKEN

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Regional Trips Taken (Past 12 Months) 1.7 1.7 2.0 1.7 1.7 1.7

TRIPS WITHIN 200 Miles of Home

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Leisure Travel Optimism: Trips (Next 12 Months) 43.3% 38.7% 35.9% 41.5% 34.5% 39.3%

% EXPECTS TO TRAVEL MORE

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Leisure Travel Spending: Trips (Next 12 Months)

Source: The State of the American Traveler, Destination Analysts, Inc. 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?

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Leisure Travel Spending: Trips (Next 12 Months)

Source: The State of the American Traveler, Destination Analysts, Inc. 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?

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Leisure Travel Spending: Trips (Next 12 Months)

% EXPECTS TO SPEND MORE

42.0% 37.3% 35.9% 39.0% 31.8% 41.0%

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Personal Finances Remain the Biggest Impediment

Percent of Leisure Travelers

22.0% 1.7% 2.0% 3.8% 6.7% 9.3% 9.8% 12.3% 15.1% 15.6% 16.2% 20.8% 21.0% 37.6%

0% 10% 20% 30% 40%

NONE OF THE ABOVE Lack of availability (at hotels, golf courses, spas, etc) I travel frequently for business and preferred to stay home I did not have a travel companion(s) Child care responsibilities Weather Health/Illness Safety concerns Other personal responsibilities Gasoline was too expensive I didn’t have enough vacation time I was too busy at work Airfare was too expensive Personal financial reasons

$3,264 $3,445 $3,453 $3,381 $3,643 $3,000 $3,100 $3,200 $3,300 $3,400 $3,500 $3,600 $3,700 Jan 2015 July 2015 Jan 2016 July 2016 Jan 2017

Travel budgets up 10% in past 2 years

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?

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Impediments to Travel: Personal Finances

Percent of Leisure Travelers

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% 30% 35% 40% 45% 50% 55% 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 Jan 2017

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Impediments to Travel: Gasoline Prices

Percent of Leisure Travelers

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% 15.6% 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 Jan 2017

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Impediments to Travel: Airfare too Expensive

Percent of Leisure Travelers

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% 21.0% 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 Jan 2017

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The State of the International Traveler

TM

Argentina Holland

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I expect to take more international trips (next 12 months)

2014 2015 2016 2017 Brazil 66.9% 66.4% 72.5% 67.0%

  • 7.6%

China 77.1% 68.4% 65.1% 65.1%

  • 0.1%

Mexico 60.3% 61.0% 66.4% 63.0%

  • 5.2%

India 52.4% 58.7% 52.8% 53.7% 1.8% South Korea 45.3% 48.4% 46.4% 49.9% 7.7% Italy 32.9% 39.6% 46.6% 41.2%

  • 11.6%

Australia 32.3% 33.4% 31.5% 40.3% 27.7% France 28.8% 32.7% 32.8% 36.9% 12.6% United Kingdom 24.2% 32.2% 33.7% 32.4%

  • 3.8%

Germany 25.7% 29.6% 31.1% 30.7%

  • 1.0%

Canada 26.7% 33.5% 31.2% 27.9%

  • 10.6%

Japan 23.8% 24.4% 24.3% 27.8% 14.5%

I expect to take more international trips (next 12 months)

2014 2015 2016 2017 Brazil 66.9% 66.4% 72.5% 67.0%

  • 7.6%

China 77.1% 68.4% 65.1% 65.1%

  • 0.1%

Mexico 60.3% 61.0% 66.4% 63.0%

  • 5.2%

India 52.4% 58.7% 52.8% 53.7% 1.8% South Korea 45.3% 48.4% 46.4% 49.9% 7.7% Italy 32.9% 39.6% 46.6% 41.2%

  • 11.6%

Australia 32.3% 33.4% 31.5% 40.3% 27.7% France 28.8% 32.7% 32.8% 36.9% 12.6% United Kingdom 24.2% 32.2% 33.7% 32.4%

  • 3.8%

Germany 25.7% 29.6% 31.1% 30.7%

  • 1.0%

Canada 26.7% 33.5% 31.2% 27.9%

  • 10.6%

Japan 23.8% 24.4% 24.3% 27.8% 14.5%

I expect to spend more on international trips (next 12 mos.)

2014 2015 2016 2017 China 75.2% 65.0% 63.1% 62.1%

  • 1.5%

India 56.1% 58.9% 56.4% 57.8% 2.4% South Korea 52.9% 52.5% 51.2% 56.3% 10.1% Brazil 55.9% 58.8% 61.1% 56.1%

  • 8.2%

Mexico 47.0% 46.8% 54.0% 52.6%

  • 2.6%

Australia 33.2% 35.8% 34.7% 40.5% 16.7% Italy 32.8% 34.7% 43.4% 39.6%

  • 8.8%

United Kingdom 29.8% 38.9% 37.3% 38.4% 3.0% France 26.7% 33.3% 34.6% 33.2%

  • 4.3%

Germany 26.7% 30.5% 33.0% 32.9%

  • 0.3%

Japan 26.6% 25.9% 25.4% 30.4% 19.3% Canada 28.1% 35.2% 34.0% 27.4%

  • 19.5%

I expect to spend more on international trips (next 12 mos.)

2014 2015 2016 2017 China 75.2% 65.0% 63.1% 62.1%

  • 1.5%

India 56.1% 58.9% 56.4% 57.8% 2.4% South Korea 52.9% 52.5% 51.2% 56.3% 10.1% Brazil 55.9% 58.8% 61.1% 56.1%

  • 8.2%

Mexico 47.0% 46.8% 54.0% 52.6%

  • 2.6%

Australia 33.2% 35.8% 34.7% 40.5% 16.7% Italy 32.8% 34.7% 43.4% 39.6%

  • 8.8%

United Kingdom 29.8% 38.9% 37.3% 38.4% 3.0% France 26.7% 33.3% 34.6% 33.2%

  • 4.3%

Germany 26.7% 30.5% 33.0% 32.9%

  • 0.3%

Japan 26.6% 25.9% 25.4% 30.4% 19.3% Canada 28.1% 35.2% 34.0% 27.4%

  • 19.5%

The State of the International Traveler

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The State of the International Traveler

Percent Writing in the USA as a Most Desired Destination USA's Rank Brazil 56.0% 1 Mexico 47.9% 1 Canada 47.6% 1 India 45.3% 1 Japan 43.2% 1 Australia 37.9% 1 China 37.2% 2 South Korea 32.5% 2 Argentina 32.1% 2 United Kingdom 31.3% 2 Italy 26.6% 4 France 18.8% 3 Netherlands 13.1% 6 Germany 12.1% 5

USA as Most Desired International Destination (By market)

2016 2017

USA #1 10/14 USA #1 6/14

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Current Situation

  • High traveler expectations for future

travel (next 12 months)

  • Leisure travel spending expectations

are also high

  • Impediments to travel tick upward, but

not significantly

  • International outlook is decidedly

mixed

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The State of the

American Traveler

DESTINATION SELECTION & EVALUATION

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Destination Hotlist

1.8% 1.8% 2.0% 2.0% 2.6% 2.7% 3.0% 3.1% 3.3% 3.6% 4.1% 4.5% 4.7% 4.8% 5.6% 6.1% 6.2% 6.3% 6.7% 7.0% 7.5% 10.1% 12.4% 18.4% 19.4% 0% 5% 10% 15% 20% 25% Dallas Arizona Nashville Alaska Anaheim/Disneyland Denver Seattle Atlanta Boston Myrtle Beach New Orleans Yellowstone NP San Diego Grand Canyon NP Washington DC Miami San Francisco Chicago California Hawaii Los Angeles Florida Orlando/Disney World New York City Las Vegas

Question: What are the five domestic destinations that you would most like to visit in the upcoming year? (Write in up to five)

Las Vegas Grand Canyon NP

3.3% 4.3% 6.5% 3.9% 5.0% 4.6% 0% 1% 2% 3% 4% 5% 6% 7%

Millennial Generation X Baby Boomer Pre-Boomers Female Male 21.6% 21.7% 18.3% 7.9% 16.2% 22.9% 0% 5% 10% 15% 20% 25% Millennial Generation X Baby Boomer Pre-Boomers Female Male

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Destination Hotlist

1.8% 1.8% 2.0% 2.0% 2.6% 2.7% 3.0% 3.1% 3.3% 3.6% 4.1% 4.5% 4.7% 4.8% 5.6% 6.1% 6.2% 6.3% 6.7% 7.0% 7.5% 10.1% 12.4% 18.4% 19.4% 0% 5% 10% 15% 20% 25% Dallas Arizona Nashville Alaska Anaheim/Disneyland Denver Seattle Atlanta Boston Myrtle Beach New Orleans Yellowstone NP San Diego Grand Canyon NP Washington DC Miami San Francisco Chicago California Hawaii Los Angeles Florida Orlando/Disney World New York City Las Vegas

14.7% 6.4% 3.7% 3.3% 6.9% 8.1% 0% 2% 4% 6% 8% 10% 12% 14% 16%

Millennial Generation X Baby Boomer Pre-Boomers Female Male

5.9% 7.5% 5.5% 5.3% 5.9% 6.5% 0% 1% 2% 3% 4% 5% 6% 7% 8%

Millennial Generation X Baby Boomer Pre-Boomers Female Male

Los Angeles San Francisco

Question: What are the five domestic destinations that you would most like to visit in the upcoming year? (Write in up to five)

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Destination Hotlist

Question: What are the five foreign destinations that you would most like to visit in the upcoming year? (Write in up to five)

0.7% 1.1% 1.1% 1.2% 1.8% 2.0% 2.7% 3.1% 3.1% 4.4% 4.5% 5.3% 5.6% 7.3% 9.8% 10.3% 11.4% 11.7% 12.3% 0% 2% 4% 6% 8% 10% 12% 14% India New Zealand Switzerland Holland Brazil Greece Bahamas China Jamaica Australia Ireland Spain Germany Japan Canada Mexico United Kingdom Italy France

Zero, 77.2% One, 14.6% Two, 4.6% Three, 1.2% Four, 0.7% Five or more, 1.7% Mean = 2.02

International Trips (Past 12 Months)

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Measures traveler “excitement” about visiting each destination type in the upcoming year.

  • 1-100 Scale, with large index value

meaning more excitement.

  • Beaches continue to generate most

excitement

  • Cities decline slightly in excitement index
  • value. All others up
  • Growth in National Parks and Deserts this

year.

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Question: Please think about your leisure travel in the PAST TWO (2)

  • YEARS. Think of one specific domestic destination you VISITED AND

PARTICULARLY ENJOYED in the past two (2) years. Where was this place? (USA only, please) ____________ What ONE WORD best describes this place? ___________ Question: Now think about the specific domestic destination (USA) you are MOST EXCITED TO VISIT in the next two (2) years. Where is this place? (USA only, please) _________ What ONE WORD best describes this place? ___________

How Do Travelers Describe the Places They’re Excited About?

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It turns out quite differently! Let’s look at a simple radar chart

How Do Travelers Describe the Places They’re Excited About?

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Fun Relaxing Awesome Scenic

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Question: Which of the following types of travel information are MOST IMPORTANT in helping you decide to visit a (beach destination/resort)? (Select the FIVE (5) most important)

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Large City Beach Destination or resort Mountain Destination or resort National or State Park

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To Drive Incremental Traffic:

  • Different destinations will

naturally require different messaging and differentiation

  • tactics. However:
  • Costs can’t be ignored/avoided
  • Logistical basics (transportation,

hotels, safety) also are important

  • Restaurants and cuisine matter
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Destination Inspiration

Percent of Leisure Travelers 7.3% 12.2% 14.3% 24.4% 26.9% 39.6% 66.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Movies Travel agencies or tour operators Online VIDEO travel content Offline Media—TV, printed newspapers, magazines, etc. Opinions of friends and relatives — via social media websites All Online Media— Travel content found on the Internet (includes articles, reviews, business websites, blogs, podcasts, video, etc.) Opinions of friends and relatives — in-person and/or through direct contact (email, text, etc)

Question: Please think specifically about how you get your inspiration for the destinations you want to visit domestically. Which would you typically use to find destination ideas and inspiration?

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Destination Inspiration

Percent of Leisure Travelers 7.3% 12.2% 14.3% 24.4% 26.9% 39.6% 66.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Movies Travel agencies or tour operators Online VIDEO travel content Offline Media—TV, printed newspapers, magazines, etc. Opinions of friends and relatives — via social media websites All Online Media— Travel content found on the Internet (includes articles, reviews, business websites, blogs, podcasts, video, etc.) Opinions of friends and relatives — in-person and/or through direct contact (email, text, etc)

72.6%

64.1% 64.8% 69.8% 64.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Millennials Generation X Baby Boomers Pre-Boomers 40.0% 31.2% 18.3% 3.8% 0% 10% 20% 30% 40% 50% 60% 70% 80% Millennials Generation X Baby Boomers Pre-Boomers

Generational Perspective

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Destination Inspiration

Percent of Leisure Travelers 7.3% 12.2% 14.3% 24.4% 26.9% 39.6% 66.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Movies Travel agencies or tour operators Online VIDEO travel content Offline Media—TV, printed newspapers, magazines, etc. Opinions of friends and relatives — via social media websites All Online Media— Travel content found on the Internet (includes articles, reviews, business websites, blogs, podcasts, video, etc.) Opinions of friends and relatives — in-person and/or through direct contact (email, text, etc)

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Destination Inspiration

Percent of Leisure Travelers 7.3% 12.2% 14.3% 24.4% 26.9% 39.6% 66.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Movies Travel agencies or tour operators Online VIDEO travel content Offline Media—TV, printed newspapers, magazines, etc. Opinions of friends and relatives — via social media websites All Online Media— Travel content found on the Internet (includes articles, reviews, business websites, blogs, podcasts, video, etc.) Opinions of friends and relatives — in-person and/or through direct contact (email, text, etc)

21.1% 14.3% 11.4% 3.2% 0% 5% 10% 15% 20% 25% 30% Millennials Generation X Baby Boomers Pre-Boomers

Generational Perspective

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Destination Inspiration

Percent of Leisure Travelers 7.3% 12.2% 14.3% 24.4% 26.9% 39.6% 66.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% Movies Travel agencies or tour operators Online VIDEO travel content Offline Media—TV, printed newspapers, magazines, etc. Opinions of friends and relatives — via social media websites All Online Media— Travel content found on the Internet (includes articles, reviews, business websites, blogs, podcasts, video, etc.) Opinions of friends and relatives — in-person and/or through direct contact (email, text, etc)

21.1% 14.3% 11.4% 3.2% 0% 5% 10% 15% 20% 25% 30% Millennials Generation X Baby Boomers Pre-Boomers

Generational Perspective

9.5% 11.6% 13.6% 17.1% 0% 5% 10% 15% 20% 25% 30% Millennials Generation X Baby Boomers Pre-Boomers

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Travel Planning Resources Used

(Past 12 Months)

0% 10% 20% 30% 40% 50% 60% 70% 80% 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 Jan 2017

Mobile phones

Mobile phones Any User- Generated Content Any Social Media Any Print Resource

Jul-08 17.2% 33.9% 10.7% 45.5%

Jan-09 13.4% 30.0% 8.5% 33.3% Jul-09 21.7% 37.0% 19.9% 30.9% Jan-10 24.0% 43.5% 25.8% 33.6% Jul-10 28.0% 42.9% 26.2% 34.8% Jan-11 28.0% 43.5% 25.8% 39.7% Jul-11 26.4% 45.7% 29.2% 37.0% Jan-12 29.4% 46.9% 24.5% 46.0% Jul-12 41.3% 41.0% 24.6% 48.7% Jan-13 40.6% 41.4% 22.5% 48.7% Jul-13 41.0% 42.5% 39.6% 50.1% Jan-14 45.0% 43.7% 44.3% 45.1% Jul-14 40.6% 41.3% 40.1% 49.1% Jan-15 37.1% 50.2% 37.0% 43.8% Jul-15 49.6% 45.5% 48.1% 50.6% Jan-16 49.4% 59.4% 49.8% 50.3% Jul-16 48.9% 53.9% 43.8% 46.1% Oct-16 63.7% 60.2% 58.2% 54.1%

Jan-17 54.5% 65.0% 54.7% 52.6%

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Travel Planning Resources Used

(Past 12 Months)

0% 10% 20% 30% 40% 50% 60% 70% 80% 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 Jan 2017

Mobile phones Any User-Generated Content

Mobile phones Any User- Generated Content Any Social Media Any Print Resource

Jul-08 17.2% 33.9% 10.7% 45.5%

Jan-09 13.4% 30.0% 8.5% 33.3% Jul-09 21.7% 37.0% 19.9% 30.9% Jan-10 24.0% 43.5% 25.8% 33.6% Jul-10 28.0% 42.9% 26.2% 34.8% Jan-11 28.0% 43.5% 25.8% 39.7% Jul-11 26.4% 45.7% 29.2% 37.0% Jan-12 29.4% 46.9% 24.5% 46.0% Jul-12 41.3% 41.0% 24.6% 48.7% Jan-13 40.6% 41.4% 22.5% 48.7% Jul-13 41.0% 42.5% 39.6% 50.1% Jan-14 45.0% 43.7% 44.3% 45.1% Jul-14 40.6% 41.3% 40.1% 49.1% Jan-15 37.1% 50.2% 37.0% 43.8% Jul-15 49.6% 45.5% 48.1% 50.6% Jan-16 49.4% 59.4% 49.8% 50.3% Jul-16 48.9% 53.9% 43.8% 46.1% Oct-16 63.7% 60.2% 58.2% 54.1%

Jan-17 54.5% 65.0% 54.7% 52.6%

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Travel Planning Resources Used

(Past 12 Months)

0% 10% 20% 30% 40% 50% 60% 70% 80% 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 Jan 2017

Mobile phones Any User-Generated Content Any Social Media

Mobile phones Any User- Generated Content Any Social Media Any Print Resource

Jul-08 17.2% 33.9% 10.7% 45.5%

Jan-09 13.4% 30.0% 8.5% 33.3% Jul-09 21.7% 37.0% 19.9% 30.9% Jan-10 24.0% 43.5% 25.8% 33.6% Jul-10 28.0% 42.9% 26.2% 34.8% Jan-11 28.0% 43.5% 25.8% 39.7% Jul-11 26.4% 45.7% 29.2% 37.0% Jan-12 29.4% 46.9% 24.5% 46.0% Jul-12 41.3% 41.0% 24.6% 48.7% Jan-13 40.6% 41.4% 22.5% 48.7% Jul-13 41.0% 42.5% 39.6% 50.1% Jan-14 45.0% 43.7% 44.3% 45.1% Jul-14 40.6% 41.3% 40.1% 49.1% Jan-15 37.1% 50.2% 37.0% 43.8% Jul-15 49.6% 45.5% 48.1% 50.6% Jan-16 49.4% 59.4% 49.8% 50.3% Jul-16 48.9% 53.9% 43.8% 46.1% Oct-16 63.7% 60.2% 58.2% 54.1%

Jan-17 54.5% 65.0% 54.7% 52.6%

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Travel Planning Resources Used

(Past 12 Months)

0% 10% 20% 30% 40% 50% 60% 70% 80% 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 Jan 2017

Mobile phones Any User-Generated Content Any Social Media Any Print Resource

Mobile phones Any User- Generated Content Any Social Media Any Print Resource

Jul-08 17.2% 33.9% 10.7% 45.5%

Jan-09 13.4% 30.0% 8.5% 33.3% Jul-09 21.7% 37.0% 19.9% 30.9% Jan-10 24.0% 43.5% 25.8% 33.6% Jul-10 28.0% 42.9% 26.2% 34.8% Jan-11 28.0% 43.5% 25.8% 39.7% Jul-11 26.4% 45.7% 29.2% 37.0% Jan-12 29.4% 46.9% 24.5% 46.0% Jul-12 41.3% 41.0% 24.6% 48.7% Jan-13 40.6% 41.4% 22.5% 48.7% Jul-13 41.0% 42.5% 39.6% 50.1% Jan-14 45.0% 43.7% 44.3% 45.1% Jul-14 40.6% 41.3% 40.1% 49.1% Jan-15 37.1% 50.2% 37.0% 43.8% Jul-15 49.6% 45.5% 48.1% 50.6% Jan-16 49.4% 59.4% 49.8% 50.3% Jul-16 48.9% 53.9% 43.8% 46.1% Oct-16 63.7% 60.2% 58.2% 54.1%

Jan-17 54.5% 65.0% 54.7% 52.6%

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Key Takeaways

  • Word of mouth -- generating buzz – is

as important as ever.

  • Social media use in travel planning is

growing and it is highly influential in destination selection.

  • Video is a valuable tool to persuade

younger travelers.

  • Tour operators and travel agents are

still important, especially with older travelers.

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Ask a Question

milespartnership.com

Q&A

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QUICK GLOBAL GALLERY

Content That Inspires Travel

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Articles

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Lists

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Itineraries

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Rich, engaging, digital experiences

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Thank You!

Er Erin in Ma Marv rvin in, ,

Co Content tent St Strateg tegist, ist, Mil iles es

+1 941 342 2368

Erin.Marvin@MilesPartnership.com, Social: @MeetMiles

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3 PART VIDEO SERIES: STARTS MARCH 8TH

www.MilesPartnership.com

Jesse Desjardins Global Head of Social & Content @Australia.

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New White Paper: ONLINE BOOKING SOLUTIONS

www.MilesPartnership.com

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UPCOMING WEBINAR: MARCH 16TH 2 PM ET

Content Next

Creating, Curating & Distributing Content That Drives Travel in 2017 & Beyond

Elena Prostova & Chris Adams, Miles

WEBINAR REGISTRATION LINK IN FOLLOW UP EMAIL

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Thank You!

Ch Chri ris A s Ada dams ms

+1 303 842 3394

Chris.Adams@MilesPartnership.com Social: KiwiColorado

Da Dave ve Br Bratt tton

  • n

+1 415 307 3283

Dave@DestinationAnalysts.com Social: DA_Research

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March 2nd 2017

Thank You!

Spotlight:

Global Gallery of Content That Travels Examples

State of the American Traveler – DESTINATIONS Edition

How do US travelers decide where to go?