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August 23 rd 2017 UPCOMING WEBINAR: 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

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Page 1: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

August 23rd 2017

UPCOMING WEBINAR:

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

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TRAVEL SEGMENTS EDITION

Miles & Destination Analysts. August 23rd 2017

STATE OF AMERICAN TRAVELER

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Greetings

Chris Adams

+1 303 842 [email protected]

Social: KiwiColorado

Dave Bratton

+1 415 307 [email protected]

Social: DA_Research

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Guest PresenterBest Practices in Targeting Traveler Segments Online

Andrea Rosi, Senior Product Marketing

AcquiaWeb: www.acquia.com Social: @Acquia

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In Association with

Page 6: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

DMA West Education Summit & Vendor ShowcaseSeptember 27-29, The LINQ Hotel in Las Vegas

You’ll keep your skill set competitive and fresh at sessions taught by industry experts and talented peers.

Featured Keynote Presenters

Aaron Wodin-Schwartz, Brand USA | Martin Stoll, Sparkloft Media | AnnDee Johnson, LongwoodsShannon Gray, Gray Research Solutions | Renee Moorefield, Wisdom Works Group, Inc.

Keynotes Workshops (marketing/sales/operations) Marketplace Roundtables Experience-the-Destination Activities

– Downtown Project– Facility Envy

Best Idea Program Register today at www.dmawest.org

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Grab Tab (open or close the control panel)

Choose your audio

How to participate in today’s webinar

Use Text Box to ask questions

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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TRAVELER SEGMENTS EDITION

Agenda1. 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

Page 10: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

THE STATE OF THE AMERICAN TRAVELER

TRAVELER SEGMENTS EDITION

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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 Quarterly project

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

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Page 13: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Traveler Segments

Page 14: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

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AMERICAN

TRAVELER SENTIMENT

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Page 17: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

CurrentLeisure Travel Optimism

Trips & Spending (Next 12 Months)

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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%

12.7%

0%

10%

20%

30%

40%

50%

60%

July2010

Jan2011

July2011

Jan2012

July2012

Jan2013

July2013

Jan2014

July2014

Jan2015

July2015

Jan2016

July2016

Jan2017

July2017

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 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% 19.6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

July2010

Jan2011

July2011

Jan2012

July2012

Jan2013

July2013

Jan2014

July2014

Jan2015

July2015

Jan2016

July2016

Jan2017

July2017

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

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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%

40.6%

0%

10%

20%

30%

40%

50%

60%

July2010

Jan2011

July2011

Jan2012

July2012

Jan2013

July2013

Jan2014

July2014

Jan2015

July2015

Jan2016

July2016

Jan2017

July2017

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

Page 21: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

TRAVEL

SEGMENTS

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Goal for

The Day

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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

Page 24: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Heavy Social Media Users

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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

Page 26: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

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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

Page 28: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

Page 29: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Takeaways

1. Male skew

2. Younger profile

3. Strong financials

4. Frequent travelers

5. Diverse interests

6. Social media super users

Page 30: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

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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

Page 32: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

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SOCIAL MEDIA

TRAVELERS(SOCIAL TRAVELERS)

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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 USELESS USE

MORE TRUST

LESS TRUST

Page 35: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Social Media Used in Travel Planning

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

Page 36: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

of content seen on any of these

social media channels?

Yes, 19.7%

No, 80.2%

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

Page 37: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Visited a destination as a result

of content seen on any of these

social media channels?

Yes, 19.7%

No, 80.2%

Social

Media

Traveler

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

Page 38: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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%

% MillennialSocial Media Travelers

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

Page 39: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

Page 40: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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

Page 41: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

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 overnightcruise

Visited foreigncountry

Took a multi-gentrip

Took a multi-state trip

Traveled withown children

Theme oramusement park

Festival orspecial event

Sporting event State, local orregional parks

National Park orMonument

Social Travelers Non-Social Travelers

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

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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

Page 43: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Thank you!

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

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Takeaways: Segments of Opportunity

1. Cross Marketing Opportunities – eg: driving repeat visitation

2. Social Travelers – esp: important in Events, Festivals, Sports

3. Connected in Remote Locations – ‘High Tech – High Touch’

4. Alternative Accommodation – Smart Growth Opportunities

5. Attractive Audience – DMO Resources Users

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Questions in today’s webinar

Use Text Box to ask questions

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

Page 46: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Targeting Segments Online

Best Practices & Technology Options

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Organic Traffic Growth Has Slowed

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New White Paper: Optimization of Travelwww.MilesPartnership.com

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New White Paper: VALUE OF PRINTwww.MilesPartnership.com

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New White Paper: Content that Inspireswww.MilesPartnership.com

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UPCOMING WEBINARS:

State of the American Traveler - Mobile EditionWednesday, November 15th 2 pm ET

Phocuswright Year in Review & Year Ahead

10 Key Trends for Tourism MarketersWednesday, December 13th 2 pm ET

WEBINAR REGISTRATION LINK IN FOLLOW UP EMAIL

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Page 55: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

Thank You!

Chris Adams

+1 303 842 [email protected]

Social: KiwiColorado

Dave Bratton

+1 415 307 [email protected]

Social: DA_Research

Page 56: UPCOMING WEBINAR - Destination Analysts€¦ · Periscope Tumblr LinkedIn Snapchat Pinterest Twitter Instagram YouTube Facebook Which of these social media services do you regularly

August 23rd 2017

Thank You!

State of the American Traveler – TRAVELER SEGMENTS