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THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION AUGUST 1, 2018 The Interests, Motivations & Behavior Of US Travelers

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  • THE STATE OF THE AMERICAN TRAVELER:

    TRAVELER SEGMENTSEDITION

    AUGUST 1, 2018

    The Interests, Motivations & Behavior Of US Travelers

  • With YouChris Adams

    Head of Research and InsightsMiles Partnership

    [email protected]

    Erin Francis-CummingsPresident & CEO

    Destination Analysts

    [email protected]

  • Guest Presenter

    Amrita GurneyVP of Marketing

    CrowdRiff

  • The State of the American Traveler: Traveler Segments Edition

    Research, slides and other resources will be available at

    www.milespartnership.com/SAT

    www.destinationanalysts.com

    http://www.milespartnership.com/SAThttp://www.destinationsanalysts.com/

  • Thanks to:

  • Plan to be Boise Bound in September!

    ▪ Professional of Destination Management (PDM): FundamentalsSeptember 10, 2018 Destinations International & DMA West Partner Program The Riverside Hotel • Boise, IdahoFundamentals is a day-long interactive course focusing on the evolving trends in the travel and tourism industry and marketplace and how destination organizations successfully align with these changes.

    ▪ DMA West Education Summit & Vendor Showcase and Best Idea Program September 11-13, 2018 The Riverside Hotel • Boise, Idaho • Boise CVB • www.boise.orgFEATURED SESSIONS: Better Human: It’s a Full-time Job Deconstructing Viral: How to Build a Killer Tourism Viral Marketing CampaignCrisis Communications: Progressive MessagingInnovative Travel Campaigns

    Register for all programs at www.dmawest.org

    http://www.boise.org/http://www.dmawest.org/

  • Presented By:

  • How to participate

    Open or close the control panel with the orange button.

    Have a question? Ask it here.

    o In case of “drop-off”, use your link to rejoin the webinar.

    o A Q&A session will be held at the end of today’s presentation,

    o Today’s webinar is being recorded and will be made available for viewing later.

    Choose to use computer audio or dia in by phone.

  • 1. Research: Traveler Segments

    2. Spotlight: Using Visual Content for Maximum Effect

    3. Research: American Traveler Sentiment

    4. Additional Research & Resources

    Agenda

  • THE STATE OF THEAMERICAN TRAVELER

    TRAVELER SEGMENTS 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 Conducted quarterly

    o Examines traveler sentiment, motivations & behaviors

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Traveler Segments

  • Generation Z National Parks Travelers

    International Travelers

    Travelers between 15 and 23 years of age

    Travelers who have ventured abroad for leisure in the past 12 months

    Travelers who have visited a National Park on a leisure trip in the past 12 Months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Print Resource UsersTravelers who have used any printed travel planning resource in the past 12 months

  • Social Media-Influenced Travelers

    Family TravelersTravelers who have taken their own children with them on a leisure trip in the past 12 months

    Travelers who visited a place because social media content influenced them to do so

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Bleisure TravelersTravelers who have extended a business trip for leisure

  • Generation ZTravelers between 15 and 23 years of age

    of traveling adult Americans*

    * Data presented here includes an oversample which allows us to include travelers 15-17 years of age.

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 26.3%

    87.5%

    9.9%

    24.0%

    43.4%

    30.2%

    50.2%55.6%

    33.3% 32.9%33.1%26.9%

    53.6%

    17.5%10.9%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Annual Income > $80K Single College graduate Urban dwellers Non-Caucasian

    Generation Z Millennials Baby Boomers

    Generation Z: Demographically Different

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 46.7%

    31.6%

    56.6%

    26.4%

    43.3%

    14.9%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Traveled by air (past 12months)

    Traveled outside the USA (past12 months)

    Generation Z

    Millennials

    Baby Boomers4.00

    2.13

    4.52

    1.58

    3.07

    0.74

    -

    0.5

    1.0

    1.5

    2.0

    2.5

    3.0

    3.5

    4.0

    4.5

    5.0

    Leisure trips taken (past 12months)

    Leisure day trips taken (past 12months)

    Generation Z

    Millennials

    Baby Boomers

    Generation Z: How They Travel

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 70.7%

    44.4%

    22.7%

    72.1%

    45.2%

    28.5%

    48.1%43.2%

    26.1%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    User-generated Content Printed Resources DMO Website

    Generation Z Millennials Baby Boomers

    Generation Z: Travel Planning Behaviors

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 39.1% 49.2%

    13.8%0%

    10%20%30%40%50%60%

    Generation Z Millennials BabyBoomers

    Used Peer-to-Peer Lodging (Past 12 Months)

    Used Mobile Phone to Plan Travel(Past 12 Months)

    Used Group Discount Website for Travel(Past 12 Months)

    Used Any Social Media to Plan Travel(Past 12 Months)

    78.0% 78.5%

    28.9%0%

    20%40%60%80%

    100%

    Generation Z Millennials BabyBoomers

    44.1% 42.6%

    13.2%0%

    10%20%30%40%50%60%

    Generation Z Millennials Baby Boomers

    47.7%66.9%

    27.5%0%

    20%

    40%

    60%

    80%

    Generation Z Millennials Baby Boomers

    Travel Behaviors: Generation Z

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 62.2%

    42.1%

    80.6% 81.3%

    3.6%

    34.2%

    1.3%

    67.4%

    0.3%

    85.3%

    45.8%

    69.4%75.6%

    23.2%

    46.8%

    3.7%

    52.2%

    3.9%

    72.2%

    18.8%12.8%

    31.6%

    14.9%19.3%

    1.4%5.3%

    0.3%0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Facebook Twitter Instagram YouTube LinkedIn Pinterest Flickr Snapchat Periscope

    Generation Z Millennials Baby Boomers

    Generation Z: Regularly Used Social Media

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Always Post Pictures When Traveling(on Social Media)

    Traveled for a Festival/Special Event(Past 12 Months)

    Visited a National Park/Monument(On a Leisure Trip in the Past 12 Months)

    Maximum Annual Travel Budget(Next 12 Months)

    41.4% 50.0%

    20.0%0%

    10%20%30%40%50%60%

    Generation Z Millennials Baby Boomers

    16.8% 22.3% 10.9%0%

    10%

    20%

    30%

    40%

    Generation Z Millennials Baby Boomers

    42.1% 42.1%24.2%

    0%10%20%30%40%50%60%

    Generation Z Millennials Baby Boomers

    $2,510 $2,847$3,150

    $0$500

    $1,000$1,500$2,000$2,500$3,000

    Generation Z Millennials Baby Boomers

    Travel Behaviors: Generation Z

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • o Measures the importance of key concepts to travelerso Active travel styleso Culinaryo Arts & Cultureo Connectivityo Authenticityo Price Sensitivityo Travel Planning Intensityo Outdoors & Natureo Exploration

    o Series of questions related to each

    o Survey respondents placed on 100 point scale

    Psychographic Intensity Indices

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 69.3

    58.8

    56.0

    66.0

    69.7

    67.3

    62.2

    71.9

    69.4

    69.1

    58.5

    55.4

    65.2

    67.9

    62.2

    56.9

    65.7

    63.0

    0 25 50 75 100

    Exploration Hungry

    Nature Lovers

    Activity Seeker

    Connectivity

    Price Sensitivity

    Authenticity

    Travel Planning Intensity

    Cultural Interest

    Culinary Interest

    Generation Z Millennials

    55.4

    56.9

    58.5

    62.2

    63.0

    65.2

    65.7

    67.9

    69.1

    0 25 50 75 100

    Activity Seeker

    Travel Planning Intensity

    Nature Lovers

    Authenticity

    Culinary Interest

    Connectivity

    Cultural Interest

    Price Sensitivity

    Exploration Hungry

    Less important More Important Less important More Important

    Less importance for ALL CATEGORIES

    Psychographics: Generation Z

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Takeaways1. Demographically different

    o Primarily Singleo Ethnically diverseo Lower income and educational

    attainment

    2. Lag behind Millennials in travel volume

    3. Generally similar travel planning habits in resource usage

    4. Different social media consumption

    5. Key Psychographics: Exploration, Culture and Price sensitivity

    6. Our sense: Not fully developed as a travel segment yet

    Generation ZTravelers between 15 and 23 years of age

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • International Travelers

    of traveling adult Americans

    Travelers who have ventured abroad for leisure in the past 12 months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 42.9%40.0%

    29.8% 29.8%

    20%

    25%

    30%

    35%

    40%

    45%

    50%

    55%

    60%

    Expects to takemore trips (next 12

    months)

    Expects to spendmore on travel

    (next 12 months)

    International TravelersDomestic-only Travelers

    Demographics: International Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    International Travelers

    Domestic-only Travelers

    Average age (years) 45 50

    Generation X or younger 60.8% 47.7%

    Annual Income > $80K 47.5% 30.5%

    Urban Dweller 37.3% 21.1%

    Non-Caucasian 31.9% 18.1%

  • 5.12

    2.31 2.47

    3.23

    2.38

    0.65

    0.0

    1.0

    2.0

    3.0

    4.0

    5.0

    6.0

    Leisure tripstaken (average

    #)

    Trips taken bycar (average #)

    Trips taken by air(average #)

    InternationalTravelers

    Domestic-onlyTravelers

    14.3%

    39.7%

    0% 20% 40% 60%

    Domestic-onlyTravelers

    InternationalTravelers

    Took at Least One Business/Convention Trip(Past 12 Months)

    Travel Behaviors: International Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • The Quintessential Hyper-Informed Traveler

    75.0%

    62.7%

    50.0%56.1%

    51.2%

    40.5%

    28.2%

    41.1%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    Used user-generated

    content

    Used printresources

    Used a DMOwebsite

    Used any socialmedia to plan

    travel

    International TravelersDomestic-only Travelers

    Planning Resources: International Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Less important More Important

    56.2

    61.1

    62.2

    63.9

    64.7

    68.1

    69.8

    70.2

    73.8

    0 25 50 75 100

    Activity Seeker

    Nature Lovers

    Connectivity

    Travel Planning Intensity

    Price Sensitivity

    Culinary Interest

    Authenticity

    Exploration Hungry

    Cultural Interest

    73.8 68.1

    65.6 62.5

    404550556065707580

    CULTURAL INTEREST CULINARY INTEREST

    Biggest Differences(Avg. Score, 1-100 point scale)

    International TravelersDomestic-only Travelers

    Psychographics: International Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Takeaways1. Super Gung-Ho for Travel

    o More tripso More spendingo More enthusiasm for

    increasing their travels

    2. Culture and cuisine focused

    3. The Quintessential Hyper-Informed Traveler

    International TravelersTravelers who have ventured abroad for leisure in the past 12 months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • of traveling adult Americans

    Travelers who have visited a National Park on a leisure trip in the past 12 Months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    National Parks Travelers

  • National Parks Travelers

    63.7%

    36.3%

    44.3%

    55.7%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    Gen X or Younger Baby Boom or older

    National Parks Travelers

    Non-National Parks Travelers

    National Parks TravelersAverage Age 44

    Non-National Parks TravelersAverage Age 51

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • National Parks Travelers

    4.67

    2.803.132.17

    0.01.02.03.04.05.06.0

    Leisure trips taken (average #) Trips taken by car (average #)

    National Parks Travelers Non-National Parks Travelers

    42.7% 42.0%

    27.9% 27.3%

    0%

    20%

    40%

    60%

    80%

    Expects to take more trips (next12 months)

    Expects to spend more on travel(next 12 months)

    National Parks Travelers Non-National Parks Travelers

    Frequent, highly enthusiastic travelers…

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 16.6%

    54.2%

    77.5%

    4.5%

    23.5% 24.0%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    Traveler in arecreational vehicle

    Traveled with theirown children

    Visited a State, Localor Regional Park

    National Parks Travelers

    Non-National Parks Travelers

    Travel Activities in the Past 12 Months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    National Parks Travelers

  • National Parks Travelers

    69.2%63.6%

    47.4%

    58.0%50.1%

    36.5%

    19.4%

    37.9%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    Used user-generated

    content

    Used printresources

    Used a DMOwebsite

    Used any socialmedia to plan

    travel

    National Parks Travelers Non-National Parks Travelers

    Travel Planning Resources Used in Past 12 Months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Less important More Important

    54.5

    62.7

    63.1

    64.0

    67.5

    67.7

    69.4

    72.2

    74.1

    0 50 100

    Activity Seeker

    Travel Planning Intensity

    Connectivity

    Nature Lovers

    Price Sensitivity

    Culinary Interest

    Authenticity

    Exploration Hungry

    Cultural Interest

    74.1

    67.7 64.0

    67.564.2

    61.8 62.2

    68.6

    40

    50

    60

    70

    80

    90

    100

    CulturalInterest

    CulinaryInterest

    Nature Lovers Pricesensitivity

    National Parks Travelers

    Non-National Parks Travelers

    Psychographics: National Parks Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • National Parks TravelersTravelers who have visited a National Park on a leisure trip in the past 12 Months

    Takeaways

    1. Large, frequent traveling segment

    2. Skew younger in age

    3. Includes many family travelers

    4. Hyper-informed traveler behaviors

    5. Other parks are important to them

    6. Defy stereotypes with interest in culture and

    cuisine

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • of traveling adult Americans

    Family TravelersTravelers who have taken their own children with them on a leisure trip in the past 12 months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Younger and female skew

    56.5%

    72.5%

    27.5%

    48.2%39.5%

    60.5%

    0%10%20%30%40%50%60%70%80%90%

    100%

    Female Gen X orYounger

    Baby Boom orolder

    Family TravelersOther Travelers

    Family Travelers

    41 Average AgeOther Travelers

    53 Average Age

    Demographics: Family Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Trips Taken in Past Year

    4.51

    1.63 1.54

    3.17

    0.89 0.77

    0.0

    0.5

    1.0

    1.5

    2.0

    2.5

    3.0

    3.5

    4.0

    4.5

    5.0

    Leisure tripstaken (average

    #)

    Leisure day tripstaken (past 12

    months)

    Traveled by air(average # trips)

    Family Travelers Other Travelers Family Travelers

    30.1%Other Travelers

    15.6%

    Traveled Outside the USA

    Family Travelers are Super Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 63.9%

    48.5%

    19.2%

    34.5%

    23.9%

    4.2%0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    Any socialmedia

    Used Facebook Used Twitter

    Family Travelers Other Travelers

    Resources Used in Travel Planning Question: When traveling for leisure, do you take photos/videos to share on social media?

    31.0% 27.4%

    45.0%

    25.7%

    0%10%20%30%40%50%60%70%80%90%

    100%

    Family Travelers Other Travelers

    Yes, sometimesYes, always

    Families are Super Social Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Used in Past 12 Months

    41.8%

    20.8%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Family Travelers Other Travelers

    Peer-to-Peer Lodging Mega-Consumers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Less important More Important

    56.5

    60.7

    63.6

    64.3

    65.7

    67.5

    68.1

    68.4

    71.3

    0 25 50 75 100

    Activity Seeker

    Nature Lovers

    Travel Planning Intensity

    Connectivity

    Authenticity

    Price Sensitivity

    Culinary Interest

    Exploration Hungry

    Cultural Interest

    68.1 64.3

    71.3

    65.7

    60.7

    68.4

    61.4 57.6

    65.3 65.7 63.8

    71.6

    40

    45

    50

    55

    60

    65

    70

    75

    80Family Travelers Other Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Psychographics: Family Travelers

  • The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Takeaways

    1. Younger

    2. Heavy social media consumers/users

    for travel

    3. Propensity to share photos and do so to influence their networks to travel

    4. Peer-to-peer Mega-consumers

    5. Key Psychographics: Cuisine, Connectivity and Culture

    Travelers who have taken their own children with them on a leisure trip in the past 12 months

    Family Travelers

  • of traveling adult Americans

    Print Resource UsersTravelers who have used any printed travel planning resource in the past 12 months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Print Resource Users

    Other Travelers

    52.9% 52.9%

    47.1%45.9%48.4%

    51.6%

    0.0%

    10.0%

    20.0%

    30.0%

    40.0%

    50.0%

    60.0%

    70.0%

    80.0%

    Male Gen X or Younger Baby Boom or older

    Print Resource Users Other Travelers

    48 Average Age

    50 Average Age

    Demographics: Print Resource Users

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 3.85

    1.511.29

    3.43

    0.83 0.81

    0.0

    0.5

    1.0

    1.5

    2.0

    2.5

    3.0

    3.5

    4.0

    4.5

    Leisure tripstaken (average

    #)

    Leisure day tripstaken (past 12

    months)

    Traveled by air(average # trips)

    Print Resource Users

    Other Travelers

    28.4%

    54.7%

    13.8%

    28.6%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Traveled outside the USA Extended a business tripfor leisure

    Print Resource Users

    Other Travelers

    Travel Behaviors: Print Resource Users

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 65.4%61.0%

    21.7% 22.3%

    48.4%

    30.5%

    11.5% 9.5%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Any user-generatedcontent

    Any social media Online video Travel relatedprogramming on TV

    Print Resource Users Other Travelers

    Travel Planning Resources: Print Resource Users

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Takeaways

    1. The largest segment studied here

    2. Skews male

    3. They travel a lot, especially likely to go overseas

    4. Demographically this segments is more like the norm than the other segments studied

    5. Also heavy consumers of digital planning content

    6. Much more likely to use video to plan leisure trips

    Print Resource UsersTravelers who have used any printed travel planning resource in the past 12 months

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • of traveling adult Americans

    Social Media-Influenced TravelersTravelers who visited a place because social media content influenced them to do so

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Which of these social media services do you regularly use?

    Visited a destination as a result of content seen on any of these social media channels?

    11.0%

    1.7%

    2.5%

    16.3%

    27.0%

    29.4%

    31.8%

    39.9%

    53.9%

    75.7%

    -10% 10% 30% 50% 70% 90%

    NONE OF THESE

    Periscope

    Flickr

    LinkedIn

    Snapchat

    Pinterest

    Twitter

    Instagram

    YouTube

    Facebook

    Yes, 19.6%

    No, 80.4%

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 54.5%

    83.6%

    16.4%

    50.1%

    42.5%

    57.5%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Female Gen X or Younger Baby Boom or older

    Social media-influenced Travelers Other Travelers

    Social Media-Influenced Travelers

    35 years old (Avg.)Other Travelers

    54 years old (Avg.)The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Psychographics: Social Media-Influenced Travelers

  • Social Media-Influenced Travelers

    $3,785 Max. annual travel budget

    Other Travelers

    60.8%55.3%

    25.8% 26.3%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    Expects to take moretrips (next 12 months)

    Expects to spend moreon travel (next 12

    months)

    Social media-influenced TravelersOther Travelers

    $2,975 Max. annual travel budget

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Psychographics: Social Media-Influenced Travelers

  • Less important More Important

    58.4

    59.2

    65.6

    66.4

    67.9

    68.5

    70.0

    72.7

    76.9

    0 25 50 75 100

    Activity Seeker

    Nature Lovers

    Travel Planning Intensity

    Price Sensitivity

    Exploration Hungry

    Connectivity

    Authenticity

    Culinary Interest

    Cultural Interest

    Psychographics: Social Media-Influenced Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Less important More Important

    58.4

    59.2

    65.6

    66.4

    67.9

    68.5

    70.0

    72.7

    76.9

    0 25 50 75 100

    Activity Seeker

    Nature Lovers

    Travel Planning Intensity

    Price Sensitivity

    Exploration Hungry

    Connectivity

    Authenticity

    Culinary Interest

    Cultural Interest

    68.7

    66.4

    0 25 50 75 100

    Other Travelers

    Social media-influencedTravelers

    Psychographics: Social Media-Influenced Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 53.8%48.3%

    18.6%

    33.3%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    Used a group discount websites (past 12 months) Sticking to a carefully planned travel budget isimportant

    Social media-influenced Travelers Other Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Psychographics: Social Media-Influenced Travelers

  • The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Takeaways

    1. Nearly one-in-five travelers

    2. Young, with high travel budgets

    3. Strong enthusiasm for increasing their travel

    4. Not abnormally price sensitive, but interested in discounts and deals.

    Travelers who visited a place because social media content influenced them to do so

    Social Media-Influenced Travelers

  • of traveling adult Americans

    BLeisure TravelersTravelers who have extended a business trip for leisure

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • BLeisure Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    45.8% of Business Travelers have extended a business trip for leisure in the past year

  • Why They Combine Business with Leisure

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    9.6%

    18.0%

    19.1%

    24.7%

    24.7%

    28.10%

    29.2%

    30.9%

    41.0%

    46.1%

    0% 20% 40% 60%

    I didn't want to go right back to work

    I was able to pass the costs on to my employer

    Great deal on an AirBnB

    I wanted to post pictures on social media

    Chance to have fun or party

    Great hotel deal

    To spend extra time with my travelcompanion(s)

    I had friends or relatives in the area

    I wanted to explore the destination

    Chance to unwind or relax

    Question: Why specifically did you extend your business trip(s)?

  • The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Younger and less of a male skew BLeisure Travelers

    41 Average AgeOther Business Travelers

    45 Average Age52.2%

    47.8%

    75.8%

    24.2%

    59.2%

    40.8%

    62.1%

    37.9%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Male Female Gen X orYounger

    Baby Boomor older

    BLeisure Other Business Travelers

    Demographics: Business-Leisure Travelers

  • The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Family Travelers

    60.1%Other Travelers

    26.1%

    Traveled Outside the USA

    Frequent Travelers – International Super Travelers

    6.12

    2.48 2.63

    4.73

    1.291.56

    0.0

    1.0

    2.0

    3.0

    4.0

    5.0

    6.0

    7.0

    Leisure trips Overnight leisure trips Trips by air

    BLeisure

    Other Business Travelers

    Travel Behaviors: Business-leisure Travelers

  • The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    BLeisure Travelers

    79.8%Other Business Travelers

    55.0%

    Used Social Media for Travel Planning (Past 12 Months)

  • The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    BLeisure Travelers

    54.5%Other Business Travelers

    36.5%

    51.5% 50.3%

    29.7%34.5%

    20.6%

    74.3%

    52.7%

    12.0% 12.6% 13.8%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    Shareexperiences withfriends & family

    Keep a record ofpersonal

    memories

    Influence myfriends/followers

    to travel

    Start onlineconversations

    with myfriends/followers

    Bragging rights -to look good tofriends/followers

    BLeisure Other Business Travelers

    Main Motivations for Posting Images on Social Media

    Question: When traveling for leisure, do you take photos/videos to share on social media? (ALWAYS)

  • SPOTLIGHT SEGMENT

    USING VISUAL CONTENT FOR MAXIMUM EFFECTAmrita Gurney, CrowdRiff

  • Using visual content for maximum effect

  • Loved by 400+ DMOs

  • Today’s travelers are visual decision-makers

  • Visual content tips

  • #1Differentiate your DMO’s visuals from what people can find using Google

  • Source: Destination Analysts, State of the American Traveler, April 2018

  • #2Replace some of your stock photography with UGC.

  • Dream Plan Book Experience

    Destination-curated UGC

  • Type of visuals in State DMO Facebook ads

  • Visitor guides

    Ads Blog posts

  • I

    ULD DO I

  • #3Use your visuals to reflect your different traveler personas

  • Most popular visual themes in State DMO Facebook ads

  • Looking ahead

  • Trend #1Finding the needle in the (visual) haystack.

  • > 1 million posts

  • Trend #2Using data to make more informed decisions around visuals.

  • Which photos should you use on your website?

  • Which photos should you use on your website?

    67 56 92 86 51 75 84

    86

    56

    7987899281748268

    43 81 79 84 89 95

    73 34 46 57 78

  • Trend #3Leveraging marketing automation for visuals.

  • “When we see these guests having the time of their life, it is the greatest endorsement we could hope for.”

    Rich BasenSVP Marketing & Leisure Sales

  • AMERICANTRAVELERSENTIMENT

  • CurrentLeisure Travel Optimism

    Trips & Spending (Next 12 Months)

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 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%

    14.9%

    19.5%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    July2010

    Jan.2011

    July2011

    Jan.2012

    July2012

    Jan.2013

    July2013

    Jan.2014

    July2014

    Jan.2015

    July2015

    Jan.2016

    July2016

    Jan.2017

    July2017

    Jan.2018

    July2018

    Impediments to Travel: Gasoline Prices

    Percent of Leisure Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • 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% 19.8% 20.0%

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    45%

    July2010

    Jan.2011

    July2011

    Jan.2012

    July2012

    Jan.2013

    July2013

    Jan.2014

    July2014

    Jan.2015

    July2015

    Jan.2016

    July2016

    Jan.2017

    July2017

    Jan.2018

    July2018

    Impediments to Travel: Airfare too Expensive

    Percent of Leisure Travelers

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Impediments to Travel: Personal Finances

    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%

    35.7%39.6%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    July2010

    Jan.2011

    July2011

    Jan.2012

    July2012

    Jan.2013

    July2013

    Jan.2014

    July2014

    Jan.2015

    July2015

    Jan.2016

    July2016

    Jan.2017

    July2017

    Jan.2018

    July2018

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

    Percent of Leisure Travelers

  • of traveling adult Americans

    Travel as a Health Activity

    Travelers who consider leisure travel “extremely important” to their overall health and well-being

    The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

  • Most Important Personal Leisure Activities–Ranked First

    Consider the following personal leisure activities and RANK THE TOP THREE in terms of their overall importance to you? (Percent ranking as #1)

    TOTAL MILLENNIAL GEN X BOOMERS PREBOOM FEMALE MALE

    Spending time with friends and family 33.4% 28.3% 34.3% 36.4% 40.8% 37.2% 29.6%

    Leisure travel 22.4% 22.3% 20.6% 24.9% 21.1% 21.0% 23.8%Outdoor recreation 9.7% 9.1% 11.3% 9.2% 6.8% 8.7% 10.6%

    Culinary activities (cooking, dining out, etc.)

    6.1% 6.4% 6.9% 4.2% 8.2% 6.2% 6.1%

    Music (enjoying, listening to) 5.4% 6.9% 5.9% 4.0% 1.4% 5.8% 5.0%

    Sports and exercise 5.3% 6.9% 5.0% 4.4% 3.4% 3.8% 6.9%

    Reading 4.9% 4.6% 4.1% 5.5% 7.5% 5.3% 4.5%Media consumption (watching television,

    listening to the radio, surfing the Internet, etc.)

    4.3% 4.5% 4.5% 4.4% 2.7% 3.7% 5.0%

    Arts, crafts or hobbies 3.5% 3.9% 3.5% 3.1% 3.4% 4.4% 2.6%

    Gardening 2.7% 3.7% 2.3% 2.0% 2.7% 2.5% 2.9%

    Volunteer activities 1.1% 1.6% 0.8% 0.9% 1.4% 0.7% 1.6%

    Education, classes or seminars 1.1% 1.6% 0.9% 0.9% 0.7% 0.7% 1.6%

    Base 2025 668 664 546 147 1020 1005

  • Most Important Personal Leisure Activities–Ranked Top Three

    Consider the following personal leisure activities and RANK THE TOP THREE in terms of their overall importance to you? (Percent ranking as #1, #2 or #3)

    TOTAL MILLENNIAL GEN X BOOMERS PREBOOM FEMALE MALE

    Spending time with friends and family 63.5% 55.8% 65.1% 67.8% 74.8% 67.0% 59.9%

    Leisure travel 61.8% 56.3% 60.8% 68.1% 67.3% 61.3% 62.3%Outdoor recreation 37.5% 40.0% 41.0% 32.8% 28.6% 36.0% 39.1%

    Culinary activities (cooking, dining out, etc.)

    26.5% 24.3% 28.8% 26.6% 26.5% 26.3% 26.8%

    Music (enjoying, listening to) 21.1% 25.0% 22.6% 18.1% 7.5% 22.2% 20.0%

    Sports and exercise 19.6% 23.7% 18.4% 16.8% 16.3% 14.0% 25.2%

    Reading 19.1% 17.7% 15.8% 21.8% 30.6% 21.9% 16.3%Media consumption (watching television,

    listening to the radio, surfing the Internet, etc.)

    18.0% 19.6% 19.0% 16.5% 12.2% 16.5% 19.6%

    Arts, crafts or hobbies 14.7% 19.3% 12.0% 12.5% 14.3% 18.6% 10.7%

    Gardening 9.4% 7.3% 8.9% 12.3% 10.9% 8.2% 10.6%

    Education, classes or seminars 4.5% 6.3% 5.0% 2.2% 3.4% 4.1% 5.0%

    Volunteer activities 4.2% 4.8% 2.7% 4.6% 7.5% 4.0% 4.5%

    Base 2025 668 664 546 147 1020 1005

  • Prioritizing Travel: Budget

  • Prioritization of Travel as a Personal Leisure Activity—Key Takeawayso For a majority of American travelers, travel is only

    behind spending time with friends and family in what they prioritize for their personal leisure. Travel is well ahead of other activities like outdoor recreation and dining out.

    o The older one is, the stronger the likelihood to have their priorities focused on travel above other leisure activities. Baby Boomers are the likeliest to prioritize travel. Millennial American travelers are more diverse in their priorities.

    o Although personal finance remains the top hinderance to Americans travelling as much as they would like, Americans are demonstrating this commitment to travel in how much they are prioritizing their spending on leisure travel and the strong amounts they are spending, as well.

    http://www.destinationanalysts.com/http://www.destinationanalysts.com/

  • The State of the American Traveler: Traveler Segments Edition

    Research, slides and other resources will be available at

    www.milespartnership.com/SAT

    www.destinationanalysts.com

    http://www.milespartnership.com/SAThttp://www.destinationanalysts.com/

  • Blog Post Series: Top Performing DMO Videos (& Vloggers)

    3 Day Blog Series

    August 6, 7 & 8th

    An analysis of the YouTube Channels of 150+ of the world’s largest Destination Marketing Organizations including the 10 top performing online videos by these DMOs.

    www.MilesPartnership.com/blog

    http://www.milespartnership.com/blog

  • Global All-Stars at Destinations International

    www.milespartnership.com/global-all-stars-2018

    http://www.milespartnership.com/global-all-stars-2018

  • Destinations

    Google DMO Partnership Program Workshop Destinations International Conference

    www.MilesPartnership.com/GoogleDMOProgram

  • ESTO Learning Labs: Saturday, August 11, 2018

    How Industry Co-Ops Can Empower Your DMO

    Best Practices and Essential Skills

    August 11, 2018, Phoenix, Arizona

    2:00pm to 3:30pm and 3:45pm to 5:15pm

    Presenters: Chris Adams, Laura Libby and Paul Winkle

  • THE STATE OF THE AMERICAN TRAVELER:

    TRAVELER SEGMENTSEDITION

    AUGUST 1, 2018

    THANK YOU!

    Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9The State of the �American TravelerThe State of the American TravelerSlide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34Slide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 39Slide Number 40Slide Number 41Slide Number 42Slide Number 43Slide Number 44Slide Number 45Slide Number 46Slide Number 47Slide Number 48Slide Number 49Slide Number 50Slide Number 51Slide Number 52Slide Number 53Slide Number 54Slide Number 55Slide Number 56Slide Number 57Slide Number 58Slide Number 59Slide Number 60Slide Number 61Slide Number 62Slide Number 63Slide Number 64Slide Number 65Slide Number 66Slide Number 67Slide Number 68Slide Number 69Slide Number 70Slide Number 71Slide Number 72Slide Number 73Slide Number 74Slide Number 75Slide Number 76Slide Number 77Slide Number 78Slide Number 79Slide Number 80Slide Number 81Slide Number 82Slide Number 83Slide Number 84Slide Number 85Slide Number 86Slide Number 87Slide Number 88Slide Number 89Slide Number 90Slide Number 91Slide Number 92Slide Number 93Slide Number 94Slide Number 95Slide Number 96Slide Number 97Slide Number 98Slide Number 99Slide Number 100Slide Number 101Slide Number 102Slide Number 103Slide Number 104Slide Number 105Slide Number 106Slide Number 107Slide Number 108Most Important Personal Leisure Activities–Ranked FirstMost Important Personal Leisure Activities–Ranked Top ThreePrioritizing Travel: BudgetPrioritization of Travel as a Personal Leisure Activity—Key TakeawaysSlide Number 113Slide Number 114Slide Number 115Slide Number 116Slide Number 117Slide Number 118Slide Number 121