the state of the american traveler...about the state of the american traveler o online survey...

THE STATE OF THE AMERICAN TRAVELER

MOBILE EDITION

About 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 Conducted quarterly

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017

http://www.destinationanalysts.com/


American Traveler Sentiment

October 2017

Current Economic Conditions



Current

Leisure Travel

Optimism

Trips & Spending (Next 12 Months)



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%

13.7% 15.6% 12.7%

17.6%

0%

10%

20%

30%

40%

50%

60%

July2010

Jan2011

July2011

Jan2012

July2012

Jan2013

July2013

Jan2014

July2014

Jan2015

July2015

Jan2016

July2016

Oct2017

Jan2017

July2017

Oct2017

Impediments to Travel: Gasoline Prices

Percent of Leisure Travelers

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017

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%

22.2%21.0%

19.6%

24.1%

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 Oct 2016 Jan 2017 July 2017 Oct 2017

Impediments to Travel: Airfare too Expensive


The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017



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%

37.6%

40.6%

44.0%

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 Oct 2016 Jan 2017 July 2017 Oct 2017

Impediments to Travel: Personal Finances


The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017

The Mobile Travel Planner

A Profile

Mobile Penetration Amongst Travelers

2015 2016 2017

94.0% 94.2% 95.8%

Q: Do you own or regularly

use a mobile phone?



Mobile Phone Usage in Travel Planning(% of leisure travelers using mobile phones to plan travel)

17.2%

13.4%

21.7%

24.0%28.0%

28.0%26.4%

29.4%

41.3% 40.6% 41.0%

45.0%

40.6%

37.1%

49.6% 49.4% 48.9%

63.7%

0%

10%

20%

30%

40%

50%

60%

70%

July2008

Jan2009

July2009

Jan2010

July2010

Jan2011

July2011

Jan2012

July2012

Jan2013

July2013

Jan2014

July2014

Jan2015

July2015

Jan2016

July2016

Oct2016

WHO are

the Mobile

Travel

Planners?

Who Are Mobile Travel Planners?

Question: What is your gender?

46.7%

54.5%53.3%

45.5%

40%

42%

44%

46%

48%

50%

52%

54%

56%

Mobile Travel Planners Not Mobile Travel Planners

Male Female

More likely to be

female


Question: On any of the leisure trip(s) you took last year, did you bring

your own children?

11.8% 8.3%

27.0%

19.3%

0%

10%

20%

30%

40%

50%

60%


Four Five or more

Mean trips

4.0 3.4

Travel more


Question: In what year were you born?

90.5%77.2%

52.2%35.3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Millennials Generation X Baby Boomers Pre-Boomers

90.5% of millennials used a mobile

phone to plan a trip (past year)

Younger


Question: On any of the leisure trip(s) you took last year, did you bring

your own children?

Heavy family

travelers41.6%

16.9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


41.6% of mobile

travelers traveled with

their kids (in past year)


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?

$2,751.01

$3,328.77

$0 $1,000 $2,000 $3,000 $4,000

Not Mobile TravelPlanners

Mobile Travel Planners

Bigger Travel

Budgets


Question: In the past 12 months, have you used any of the following

resources to plan any of your leisure travels?

Hyper-Informed

Travelers

70.6% 68.9%

52.9%

30.8%

41.4%

48.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Social Media User-generated

Content

Any Print Resource

Not Mobile Travel Planners


Question: In the past 12 months, have you used the official

WEBSITE of a destination's local Visitors or Convention Bureau (or

Chamber of Commerce), or state or national government travel

office to help plan any travel?

DMO Website Users Peer-to-Peer Lodging Site

Users36.2%

22.1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Mobile Travel Planners Not Mobile Travel

Planners

27.2%

6.2%

0%

5%

10%

15%

20%

25%

30%

35%

40%


Question: In the past 12 months, have you used any PEER-TO-PEER

LODGING WEBSITE (e.g., Airbnb and VRBO) to book any leisure

accommodations?


Question: In the past 12 months, have you used any ONLINE TRAVEL AGENCY websites (e.g., Expedia.com, Hotels.com, Travelocity.com, Kayak.com,

Trivago.com, etc.) specifically to plan your leisure travels?

68.4%

31.6%

39.7%

60.3%

0% 20% 40% 60% 80%

Yes - I used these to RESEARCH AND BOOKleisure travel

Yes - I used these only to RESEARCH leisuretravel

Mobile Travel Planners

Not Mobile Travel PlannersOTA Researchers

Planning Leisure Travel

Device Usage, Content

Consumption & Other Behaviors

How Leisure Travel Planning is Done—Device Usage Pre/Post Trip

What percentage of your travel planning is typically done using each of

the following before you leave for your trip?


the following while on your trips?

Before Leaving Home While Traveling

70.0%

8.0% 8.2%

13.7%

65.2%

9.6%

15.5%

9.7%

60.6%

10.0%

21.0%

8.4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Laptop or desktop

computer

Tablet Smartphone Printed materials

Winter 2015

Fall 2016

Summer 2017

39.9%

13.2%

21.3%

25.4%

32.4%

14.3%

36.6%

16.7%

29.1%

13.1%

44.2%

13.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Laptop or desktop

computer

Tablet Smartphone Printed materials

Winter 2015

Fall 2016

Summer 2017


the following before you leave for your trip?What percentage of your travel planning is typically done using each of

the following while on your trips?

34.3%

25.2%

10.7%8.2%

58.7%

49.0%

34.0%

27.0%

0%

10%

20%

30%

40%

50%

60%

70%

Millennials Generation X Baby Boomers

Before leaving home While traveling

How Leisure Travel Planning is Done—Device Usage Pre/Post Trip by Generation

Ease of Planning on Mobile vs. Purchasing

Ease of purchasing travel productsEase of planning travel on mobile devices

Very easy, 31.5%

Easy, 30.4%

Neutral, 23.4%

Difficult, 8.9%

Very difficult, 5.8%

Very easy, 24.8%

Easy, 24.8%

Neutral, 30.3%

Difficult, 10.9%

Very difficult, 9.2%

Question: Please think exclusively about researching your travels

PRIOR TO TRAVELING OR PURCHASING travel products. In your

experience, how easy is using your mobile phone to research and find

travel information?

Question: Please think exclusively about MAKING TRAVEL

PURCHASES using your mobile phone. In general, how easy do you

find using your mobile phone to purchase or book travel products and

services (hotels, flights, etc.)?

19.2%

8.0%

14.8%

27.7%30.3%

0%

5%

10%

15%

20%

25%

30%

35%

Strongly

prefer using a

mobile

phone

Prefer using a

mobile

phone

Neutral - I

have no

preferece

Prefer using a

personal

computer or

laptop

Strongly

prefer using a

personal

computer or

laptop

Preferred Device for Travel Activities Research

If you were given the choice of using a mobile phone or a desktop or

laptop computer, which would you generally prefer?

Researching activities, attractions or events

Prefer Using Mobile Phone Over Laptop/Desktop

If you were given the choice of using a mobile phone or a desktop or laptop computer (PC or

Mac), which would you generally prefer to use for each of these travel planning tasks?

Researching activities, attractions or events

2016 = 44.6%

2017 = 36.8%

2.9% 5.5%11.6%

14.6%6.4%6.4%

17.9%

22.2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Pre-Boomers BabyBoomers

Generation X Millennials

Strongly prefer using a mobile phonePrefer using a mobile phone

A major divide exists

between older and

younger generations in

their preferences for

mobile planning.

The same story…

• Buying tickets to activities, attractions

or events

• Researching hotels or lodging

• Booking hotel accommodations

• Researching restaurants

• Making restaurant reservations

Other planning tasks?

Travel Research Done on Mobile Phones

30.2%

6.6%

8.9%

13.5%

19.9%

27.9%

38.1%

43.8%

50.1%

0% 20% 40% 60%

NONE OF THESE

Cruise information

Peer-to-peer lodging (e.g., AirBnB)

Travel packages (E.g., hotel plus travelproduct like airfare, rental car, etc.)

Concerts, sporting events, festivals, etc.

Airlines or airfares

Attractions

Hotel or motels

Restaurants

Question: While planning a leisure trip the PAST TWELVE

(12) MONTHS, which of the following have you researched

using your mobile phone? (Select all that apply)

Travel/Trip Purchases Made on Mobile Phones

Question: Now, please think about purchases made with

your mobile phone. In the PAST TWELVE (12)

MONTHS, which of the following have you purchased

using your mobile phone?

55.4%

2.1%

4.9%

5.5%

12.8%

14.4%

16.0%

17.9%

24.9%

0% 20% 40% 60%

NONE OF THESE

Cruise fares/tickets

Travel packages (E.g., hotel plus travelproduct like airfare, rental car, etc.)

Peer-to-peer lodging (e.g., AirBnB)

Concerts, sporting events, festivalstickets

Airlines or airfares

Attraction tickets

Restaurant bill

Hotel or motels stays

1.8%

12.4%

14.8%

18.5%

23.2%

23.4%

26.8%

31.7%

33.1%

36.8%

38.4%

43.2%

44.8%

45.5%

0% 20% 40% 60%

Not sure/Don’t know

No applicable – I have not used my mobile phone to look at travel before booking

Festivals and special events information

Articles/Itineraries – reading editorial

Video – watching online video

User-generated content (reviews, ratings, contentposted by other travelers)

Social media content (from friends, family, etc.)

Activities or attractions information

Deals or special offers

Photos – viewing online photos

Restaurant/Dining information

Maps

Hotel information

Prices

Travel Planning Info Researched (Before Booking Trip on Mobile Phone)

Question: Please think about the last time you used a

mobile phone to plan a leisure trip. BEFORE actually

booking your travel, which of the following resources did

you use (on your mobile phone) to plan your trip?

(Select all that apply)

6.3%

9.2%

9.8%

13.6%

14.3%

18.3%

20.1%

20.1%

23.3%

23.5%

25.1%

25.8%

33.8%

39.5%

0% 20% 40% 60%

Not sure/Don’t know

Festivals and special events information

Articles/Itineraries – reading editorial

User-generated content (reviews, ratings, content posted byother travelers)

Video – watching online video

Social media content (from friends, family, etc.)

Photos – viewing online photos

Deals or special offers

No applicable – I have not used my mobile phone to look at travel before booking

Activities or attractions information

Hotel information

Prices

Restaurant/Dining information

Maps

Travel Planning Info Researched on Mobile Phone (In-Market)

Question: Again, please think about the trip where you

last used a mobile phone to plan a leisure trip. WHILE

traveling WITHIN YOUR DESTINATION (City, Region,

State), which of the following resources did you use (on

your mobile phone) to plan your trip?

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 three times:

• January 2015

• October 2016

• October 2017

1.7% 2.2%

4.9%

8.1%

19.4%

14.8%

16.3%

9.9%

6.8%6.0%

0%

5%

10%

15%

20%

25%

1-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100

Mobile Phone Addiction Spectrum

Mobile Phone Addiction Score, Sept. 2016

Less addicted <<<<--------------------------------------------------->>>> More addicted

2015 = 51

2016 = 57

National Average

2017 = 58

39.9

51.3

61.1

67.4

0

10

20

30

40

50

60

70

80

Pre-Boomers Baby Boomers Generation X Millennials

Generational Perspective

+13.2

% CHANGE IN MOBILE ADDICTION

SCORE (in past 12 months)

+5.4

-2.0

-1.4

Travelers’ Relationships with their Mobile Devices

Question: In the normal course of your day, how often

is your mobile phone on your person (or within easy

reach)?

Always, 30.8%

Often, 27.3%

Sometimes, 21.6%

Rarely, 11.6%

Never, 8.8%

Travelers’ Relationships with their Mobile Devices

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

interacting with them?

Very likely, 14.6%

Likely, 20.0%

Somewhat likely, 33.2%

Unlikely, 19.3%

Very unlikely, 12.8%

Question: In the normal course of your day, if you

become bored or momentarily have some free time,

how often will you feel the urge to pick up your

mobile phone to entertain yourself?

Always, 51.8%

Often, 31.9%

Sometimes, 12.1%

Rarely, 3.6%

Never, 0.5%

Question: You are in a social situation (e.g., a party,

dinner with friends or family, a business meeting,

etc.) and you receive a text or email message. How

likely are you to immediately look at your mobile

device to read it?

Always, 17.9%

Often, 22.9%

Sometimes, 31.3%

Rarely, 18.0%

Never, 9.9%

If you are driving and you receive a text or email

message, how likely are you to look at your mobile

device and read it while driving or at the next stop

sign/light?

Always, 9.3%

Often, 13.3%

Sometimes, 21.8%

Rarely, 21.4%

Never, 34.2%

If my mobile device was lost or stolen and I could

not replace it within two days, it would be a very

emotionally difficult situation for me.

Very likely, 26.0%

Likely, 20.8%

Somewhat likely, 21.3%

Unlikely, 13.4%

Very unlikely,

18.5%

THANK YOU!

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