welcome to the new tradition: where we are & where we are heading to

© 2012 Regents of the University of Minnesota. All rights reserved.

Welcome to the New TraditionWhere we are & Where we are heading to

Xinyi (Lisa) Qian, Ph.D.Tourism Specialist, Tourism Center, University of Minnesota

MRCA Fall Conference, Oct 23, 2013


OUTLINE An overview Important market segments for Minnesota Three trends in travel The changing demographics The environment


24%

19%

18%

16%

16%

6%

Distribution of tourism spending throughout the economy in MN

Food

Lodging

Retail

Recreation

Transportation

Second homes


Deman

d ch

ange

Occ

upan

cy ch

ange

Reven

ue c

hang

e

Reven

ue p

er a

vaila

ble ro

om c

hang

e

Avera

ge ro

om ra

te c

hang

e

Supply

cha

nge-1.00%

0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%9.00%

MN lodging industry performance, first half of 2013

the U.S.

West North Central

MN


2003 2004 2005 2006 2007 2008 2009 2010 2011 20120

200

400

600

800

1000

1200

Active listings in State Tourism Office Databaseby category

Resort Private campground Public campground


2003 2004 2005 2006 2007 2008 2009 2010 2011 201205

101520253035404550

Average Number of Lodging Units

Average # cabins Average # campsites

Average # INDOOR lodging units at resorts


IMPORTANT MARKET SEGMENTS for MINNESOTACULTURAL EXPLORERS & SPONTANEOUS ADVENTURERS


6 TYPES OF VISITORS Sun seekers Guided guys

Spontaneous adventurers Thrifty traditionalists Family folks

Cultural explorers


WHY? Greatest potential:

– Interest in travel to MN: ≥75%

– Likelihood of travelling to MN: >50%

– Highest average spending on leisure travel in the past twelve months

– Most likely to spend MORE on travel in the following year


GENDER

Cultural explorers: 66%

Spontaneous adventurers: 53%


25%

23%29%

24%

Cultural explorers

25-3435-4445-5455-64

19%

20%

34%

27%

Spontaneous adventurers

25-3435-4445-5455-64

AGE


LEVEL OF EDUCATION

Both segments—slightly more likely to:


HOUSEHOLDCompared to the survey participants as a whole:

Culturalexplorers

IncomeSlightly more likely to have $100K - %149K

Parental statusMuch less likely to have kids under 18


Much more likely to have $150K+

Slightly more likely to have kids aged 11-17


APPROACHES TO TRAVEL

Cultural explorers Spontaneous adventurers

A perfect vacation: Travelling with my significant other

Consider themselves adventurous when travelling

Vacation as a time to bond as a family

Attracted to historical sites and places

Splurging on travelLooking for quality


WHAT THEY LOOK FOR WHEN TRAVEL

Cultural explorers: – Want to be entertained & enriched

Spontaneous adventurers:– Look to engage in a wide range of experiences – Like to take short getaways “spur-of-the-moment”


IMAGE OF MINNESOTA Cultural explorers: A mix of urban & outdoor settings

Spontaneous adventurers: Varied & activity-focused

Cultural explorers


Driving (self driving tour) 46% 45%

Hiking/walking in nature 27% 35%Strolling around/exploring small towns 33% 36%

Visiting historic sites 24% 28%Fishing/ice fishing 10% 20%Camping 6% 22%


WHERE RESORT IS IN THE PICTURE “MN offers resorts with a variety of

activities/amenities”

Culturalexplorers


Importance ranking 5th / 18 6th / 18

Ranking – % respondents describing MN in this way

15th / 18 11th /18


WHERE THEY AREIN THE DIGITAL WORLD


ACTIVITY TIME!

StrengthsInternal,

Have some controlWeaknesses

OpportunitiesExternal,

May be beyond controlThreats


3 TRENDS IN TRAVELCONNECTIVITY, COMMUNITY, CULTURE


3 TRENDS: CONNECTIVITY COMMUNITY CULTURE

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=JtyuVsoml6DUDM&tbnid=p78CV9ViLgBfiM:&ved=0CAUQjRw&url=http://www.thedrum.com/news/2013/07/18/tripadvisor-brings-anne-bologna-vice-president-brand-strategy&ei=h3dhUqPaBsWY2QWMkoCIDw&bvm=bv.54934254,d.b2I&psig=AFQjCNG9DBngm4-TgTi1MTMzGKPShSDeTQ&ust=1382205698527084

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=DxP7oyG3oKd0oM&tbnid=k3VJES6_ZYOQWM:&ved=0CAUQjRw&url=http://www.spd.org/2010/07/first-look-travel-leisure-rede.php&ei=qXZhUueiOczS2wXHs4GYCQ&psig=AFQjCNE5rDRTVWu3pNWOAaGOlw9jY41A7Q&ust=1382205365806328

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=TRGdwgVwG5PPMM&tbnid=sPNW4Yqr7AGBuM:&ved=0CAUQjRw&url=http://peggywright.wordpress.com/category/friends/&ei=a3dhUpCoJcSy2wXA_IGgDg&bvm=bv.54934254,d.b2I&psig=AFQjCNFiW8aYyd8cyRqHy0TOglEqPQ3yNw&ust=1382205651609639

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_JijrKNN240m9M&tbnid=SvocMkrx_p3jpM:&ved=0CAUQjRw&url=http://web.appstorm.net/quick-look/quick-look-moably-mobile-website-builder/&ei=7cBmUpCQJaTD2QXH8oGgAg&bvm=bv.55123115,d.b2I&psig=AFQjCNFJlS5uizQ79to-qGegWWTibhOcLg&ust=1382552167306922



1


THE CHANGING DEMOGRAPHICSA FUTURE OF GREATER DIVERSITY


America's Changing Demographic Landscape

http://www.youtube.com/watch?v=1QDxcqco2M8

http://www.youtube.com/watch?v=1QDxcqco2M8


MINNESOTA

Non-Hispanic White aloneAfrican American

American Indian

9%

65%

108% 113%

13%

97%

Percentage of Growth, 2005-2035


Hispanic African American Asian/Hawiian/Pacific Islander

67%

83% 82%

Percentage of each minority population liv-ing in the Twin Cities by 2035


THE ENVIRONMENTSUSTAINABILITY PRACTICES, INVASIVE SPECIES


WHO ANSWERED THE QUESTIONS

63%

32%

5%

Property types

ResortRsort with campgroundCampground

64.5% open seasonally

3%26%

20%9%

4%

2%

36%

Size of property (acres)Less than 1 1 to 5 6 to 10

11 to 15 16 to 20 21 to 25

25+


SUSTAINABILITY PRACTICES (1)No attempt? Under consideration?

Just beginning? Completed or ongoing? Our property offers a linen reuse option to multiple guest

rooms. We install water conserving fixtures such as low-flow

showerheads, toilet-tank fill diverters, ands ink aerators. Our housekeeping and engineering departments have

an active system to detect and repair leaking toilets, faucets and showerheads.

Refillable amenity dispensers are used rather than individual bottles for bathroom amenities.


SUSTAINABILITY PRACTICES (2)No attempt? Under consideration?

Just beginning? Completed or ongoing? Whenever possible, we buy guest amenities in bulk. Bicycles are available for use or for rental. The water-using appliances and equipment, such as ice

machines, washing machines, etc. are on a preventative maintenance schedule to ensure maximum efficiency.

We use guest room energy management systems that allow a guest to easily turn off all unnecessary electronics when leaving the room (e.g., single-point key card systems).


Use guest room energy management systems

Bicycles available for use/rental

Refillable amenity dispensers are used

Water-use appliances on a preventative maintenance schedule

Install water conserving fixtures

Offer linen reuse option

Have an active system to detect and repair leaking toilets, etc.

Buy guest amenities in bulk

0% 20% 40% 60% 80% 100%

15.30%

37.30%

62.10%

71.20%

79.30%

80.30%

89.00%

90.00%

State of sustainability practices in MN lodging sector, 2013

No attempt

Under considera-tion

Just beginning

Completed/ Ongoing


AQUATIC INVASIVE SPECIES (1)Disagree or Strongly disagree?

Neutral?

Agree or Strongly agree?

Aquatic invasive species are harmful to Minnesota’s environment.

Aquatic invasive species are harmful to Minnesota’s economy.

Aquatic invasive species are harmful to Minnesota’s society.

Talking to other people about the threats of Aquatic invasive species in Minnesota will help control the invasive population from spreading.


AQUATIC INVASIVE SPECIES (2)Disagree or Strongly disagree?

Neutral?

Agree or Strongly agree?

Reporting aquatic invasive species to the Minnesota Department of Natural Resources will help control the invasive population.

Cleaning equipment will help control aquatic invasive species.

Not displacing aquatic invasive species will help control the invasive population.

Killing aquatic invasive species on my property will help control the invasive population.


INVASIVE SPECIES – AQUATIC & PLANTAquatic invasive species

Harmful to the environment 96.7%

Harmful to the economy 94.6%

Harmful to the society 78.3%

Cleaning equipment will help control them 92.4%

Killing them on my own property will help control them

84.3%

Reporting them will help control them 83.7%

Talking to other people about them will help control them

85.7%

Not displacing them (aquatic)/not collecting and planting them (plants) will help control them

69%

Invasive plant

species

92.4%

84.6%

71.7%

87%

87%

79.1%

71.1%

83.7%


Volunteering to help maintain parks and trails will help control them

Planting and maintaining native plants will help control them

Encouraging nurseries to avoid themwill help control them

0% 50% 100%

58.7

68.5

81.5

Additional statements about invasive plants

Strongly disagree/DisagreeNeutralAgree/Strongly agree


RESOURCES:

Tourism Center &

Our colleagues


Find us on Twitter-LinkedIn-FacebookXinyi (Lisa) Qian, Ph.D., Tourism [email protected]; [email protected]

A collaboration of the College of Food, Agricultural & Natural Resource Sciences & Extension

mailto:[email protected]

welcome to the new tradition: where we are & where we are heading to

Education

minnesota percentage

travel connectivity

gender cultural explorers

cultural explorers24

leisure travel

picture mn

central mn

connectivity community