Post on 18-Jul-2020
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
Chris.Adams@MilesPartnership.com
Erin Francis-CummingsPresident & CEO
Destination Analysts
Erin@DestinationAnalysts.com
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
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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 Age
Other 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
Snapchat
YouTube
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 Age
Other Business Travelers
45 Average Age
52.2%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.
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
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
Global All-Stars at Destinations International
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!