© 2014 Regents of the University of Minnesota. All rights reserved.

‘C’ing our way forward:Trends & opportunities for MN resorts & campgrounds

INGRID E. SCHNEIDER, PHD

MN RESORT & CAMPGROUND ASSN OCTOBER 2014

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

IMPORTANCE OF RESORT/CAMPING AREAS TO MN IMAGE

http://www.exploreminnesota.com/industry-minnesota/research-reports/researchdetails/?nid=168

© 2014 Regents of the University of Minnesota. All rights reserved.

C’ING OUR WAY FORWARD

Connected

Conscientious

Consumer

© 2014 Regents of the University of Minnesota. All rights reserved.

Image: Social news daily

Connected conscientious consumer

© 2014 Regents of the University of Minnesota. All rights reserved.

Connected conscientious consumer

Image from the marketing spot

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

Anticipation Travel to OnsiteReturn travel

Recall

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

Anticipation Travel to

Search engine (22)

Tripadvisor+ (6-12)

Changes due to

weather

Upsell opps (7-14 -30

days)

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

Onsite

Check in digital

Alert text when cabin ready

Pre-order services via text

Digital/QR code scav hunt, tour,

recipes. calendar

E list of Restaurant/directions

Specials only through app

Twittering staff

Feedback digitally

Check out digitally

LAZY/NECESSARY?

(Marriott & Ritz mobile app)

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

Return travel

Recall

Inspire others to visit

Thank you with request to

review

Postcards/wish you were

here

Reminders for celebrations

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

Anticipation Travel to OnsiteReturn travel

Recall

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECT TO MN FESTIVALS & EVENTS

66

64

46

36

33

28

27

25

19

13

7

0 10 20 30 40 50 60 70Percentage of respondents

Develop a sense of community

Attract visitors

Provide local entertainment

© 2014 Regents of the University of Minnesota. All rights reserved.

> %50 MN festivals & events

…….in the summer

…….on the weekend (Qian & Simmons, 2014)

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

Peer to peer

Mesh

Collaborative

consumption‘Lethally disruptive’? (U Haague)

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

C’ING OUR WAY FORWARD

Connected

Conscientious

Consumer

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

Image from patch.com

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

30%

© 2014 Regents of the University of Minnesota. All rights reserved.

Heart of Continent Mississippi River

CONNECTED CONSCIENTIOUS CONSUMER

http://www.traveltheheart.org/

© 2014 Regents of the University of Minnesota. All rights reserved.

C’ING OUR WAY FORWARD

Connected

Conscientious

Consumer

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

People

Personalization

Product

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

Domestic person-trips (in millions) in the United States in 2010 and projections for

2020 (Data from Cook, 2011).

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

Average trip spending, 2012 (Data from U.S. Travel Association,

2014).

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

Percent growth pop

Percent increase

person trips

CONNECTED CONSCIENTIOUS CONSUMER

© 2014 Regents of the University of Minnesota. All rights reserved.

67%

83% 82%

Hispanic African American Asian/Hawiian/PacificIslander

Percentage of each minority population living in the Twin Cities by 2035

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUSCONSUMER

ART

CULTURE

© 2014 Regents of the University of Minnesota. All rights reserved.

CONNECTED CONSCIENTIOUS CONSUMER

People

Personalization

Product

http://www.locallyexperienced.c

om/aboutme/

© 2014 Regents of the University of Minnesota. All rights reserved.

Image from Juliefergus.com

Connected conscientious consumer

© 2014 Regents of the University of Minnesota. All rights reserved.

Time Magazine, 2012

© 2014 Regents of the University of Minnesota. All rights reserved.

Vogue 2011

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

Minnesota example

© 2014 Regents of the University of Minnesota. All rights reserved.

Minnesota example

© 2014 Regents of the University of Minnesota. All rights reserved.

Vogue 2011

© 2014 Regents of the University of Minnesota. All rights reserved.

Finger Lakes NY via USA Today Aug 2014

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

JUNE 6-7, 2015

© 2014 Regents of the University of Minnesota. All rights reserved.

Photo from ‘enamor events’

© 2014 Regents of the University of Minnesota. All rights reserved.

C’ING OUR WAY FORWARD

Connected

Conscientious

Consumer

© 2014 Regents of the University of Minnesota. All rights reserved.

‘C’ing our way forward:

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

Be the source for tourism education & research

Lead, prepare & support tourism industry & tourism-dependent communities for success & sustainability

© 2014 Regents of the University of Minnesota. All rights reserved.

RESEARCH

Purpose

– Inform

– Generate ideas

– Answer applied questions

© 2014 Regents of the University of Minnesota. All rights reserved.

ON THE TOURISM CENTER RESEARCH HORIZON

Impact of year round school on leisure

travel (Winter 2015)

Hmong travel behaviors (Winter 2015)

Impact of biking in MN (Sum 2016)

MN travel predictions (Jan 2015)

Visitor profiles (Fall/winter 2016)

Vacation Rental By Owner ?!

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

3 IDEAS FOR RESEARCH IN THE NEXT 3 TO 5 YEARS?!

BURNING QUESTIONS…

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

Image: business insider

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

CLIMATE CHANGE

Maps from the Arbor Day Foundation

© 2014 Regents of the University of Minnesota. All rights reserved.

SELECT UMN RESOURCES OF INTEREST Tourism Center

– www.tourism.umn.edu; 612 624 4947

Sustainability

– MnTechnical Assistance Program

– Clean Energy Resource Team

Economic impact

– http://www.extension.umn.edu/community/eco

nomic-impact-analysis/ 507-337-2814

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

SELECT COMMERCIAL REPORTS OF INTEREST American Camping Report 2013

RV profile 2013 ($35/75)

http://www.rvia.org/UniPop.cfm?v=3&oid=09CUR05_W1&cc=0

US Campground & RV Industry & Market report ($149)

http://www.researchandmarkets.com/reports/2524247/2013_u_s_rv_parks_

and_campgrounds#rela3

Online business guide to glamping (55 British pounds)

http://inspiredcourses.com/glamping/#glamping%20business

© 2014 Regents of the University of Minnesota. All rights reserved.

© 2014 Regents of the University of Minnesota. All rights reserved.

SO WHAT!? Word of Mouth (WOM) still central

E WOM relevance

– Maintain accurate & timely data online with

ability to customize for consumer use

– Monitor & respond to online reviews

– Engage markets with opportunities to share

– Generational differences in level of influence

– “focus to maximize, modernize to adapt” (REI)

© 2014 Regents of the University of Minnesota. All rights reserved.

PROFILING FESTIVALS & EVENTS IN MNRegional distribution of respondents

12%

18%

8%

29%

32% Northeast

Central

Northwest

Southern

Metro

© 2014 Regents of the University of Minnesota. All rights reserved.

TIMING OF FESTIVALS & EVENTS

Season:

– 55% in summer (June-August)

– 20% in fall (September-November)

Length:

– 35% one-day

– 24% more than 3 days

Time of the week:

– 60% weekend only

– 35% weekend + weekday(s)