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
August 23rd 2017
Spotlight:
Best Practices in Targeting Travel Segments Online: Acquia
State of the American Traveler: TRAVELER SEGMENTS Edition
Travel Sentiment Travel Segmentation of US Travelers 6 Travel Segments in-depth
Miles & Destination Analysts. August 23rd 2017
Ch Chri ris A s Ada dams ms
+1 303 842 3394
Chris.Adams@MilesPartnership.com Social: KiwiColorado
Da Dave ve Br Bratt tton
+1 415 307 3283
Dave@DestinationAnalysts.com Social: DA_Research
Best Practices in Targeting Traveler Segments Online
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Acquia
Web: www.acquia.com Social: @Acquia
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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
TR TRAV AVELER ELER SE SEGME GMENTS NTS ED EDIT ITIO ION
1. Research: Travel Outlook 2. Research: Travel Segments 3. Research: 6 x Travel Segments 4. Takeaways 5. Guest Speaker: Targeting Segments Online – Acquia Upcoming Webinars & 3 x New White Papers
THE STATE OFTHEAMERICANTRAVELER
TRAVELER SEGMENTS EDITION
The State of the American Traveler
representative sample of US adults
behaviors
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
Current Leisure Travel Optimism Trips & Spending (Next 12 Months)
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% 12.7% 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 July 2017
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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% 19.6% 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 Jan 2017 July 2017
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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% 40.6% 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 July 2017
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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
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
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
(SOCIALTRAVELERS)
Background: Travelers’ Use of DMO Websites
*Source: Destination Analysts’ The State of the American TravelerTM ---Technology Edition, April 2017. Base: 2,000 American leisure travelers.
MORE USE LESS USE MORE TRUST LESS TRUST
Social Media Used in Travel Planning
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
12.2% 1.7% 2.3% 5.9% 17.6% 21.5% 24.8% 29.2% 33.7% 47.2% 80.2% 0% 25% 50% 75% 100% NONE OF THESE Flickr Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook
Which of these social media services do you regularly use? Visited a destination as a result
social media channels?
Yes, 19.7% No, 80.2%
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
Visited a destination as a result
social media channels?
Yes, 19.7% No, 80.2%
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
Gender and Age:
Skew Slightly Male and Heavily Millennial
22.4% 53.3% 0% 10% 20% 30% 40% 50% 60% Non-Social Travelers Social Travelers
Male, 53.6% Female, 46.4%
% Millennial Social Media 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
4.08 4.93 2 3 4 5 6 Non-Social Travelers Social Travelers
Leisure Trips Taken
26.5% 28.5% 63.6% 62.5% 0% 25% 50% 75% 100% Expect to Travel More Expect to Spend More Non-Social Travelers Social Travelers
Travel Expectations (Next 12 Months)
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)
If they’re selecting destinations via social media, they’re planning their trips on a mobile device.
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
54.9% 94.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Non-Social Travelers Social Travelers
Trips Taken and Travel Activities (Past 12 Months)
69.2% 28.9% 37.8% 43.1% 65.0% 53.9% 72.5% 61.1% 36.1% 62.2% 51.7% 45.6% 10.1% 19.9% 22.4% 49.5% 36.0% 29.2% 29.0% 12.4% 33.5% 23.3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Traveled by air Took overnight cruise Visited foreign country Took a multi-gen trip Took a multi- state trip Traveled with
Theme or amusement park Festival or special event Sporting event State, local or regional parks National Park or Monument
Social Travelers Non-Social Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
72.2% 78.3% 55.8% 13.9% 40.9% 68.3% 28.0% 12.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Any Print Any UGC DMO Website DMO Print Guide Social Travelers Non-Social Travelers
Resources Used to Plan Leisure Travel (Past 12 Months)
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
Come see Destination Analysts present insights from our The State of the International Traveler at ESTO next week. We’ll also be at Marketing Outlook Forum in Baltimore October 23-25
Us Use e Tex ext Box
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
Best Practices & Technology Options
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www.MilesPartnership.com
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State of the American Traveler - Mobile Edition
Wednesday, November 15th 2 pm ET
Wednesday, December 13th 2 pm ET
WEBINAR REGISTRATION LINK IN FOLLOW UP EMAIL
Ch Chri ris A s Ada dams ms
+1 303 842 3394
Chris.Adams@MilesPartnership.com Social: KiwiColorado
Da Dave ve Br Bratt tton
+1 415 307 3283
Dave@DestinationAnalysts.com Social: DA_Research
August 23rd 2017
State of the American Traveler – TRAVELER SEGMENTS