Post on 19-Aug-2020
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
TRAVEL SEGMENTS EDITION
Miles & Destination Analysts. August 23rd 2017
STATE OF AMERICAN TRAVELER
Greetings
Chris Adams
+1 303 842 3394Chris.Adams@MilesPartnership.com
Social: KiwiColorado
Dave Bratton
+1 415 307 3283Dave@DestinationAnalysts.com
Social: DA_Research
Guest PresenterBest Practices in Targeting Traveler Segments Online
Andrea Rosi, Senior Product Marketing
AcquiaWeb: www.acquia.com Social: @Acquia
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A Question & Answer Session will be held at the end of today’s session
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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
THE STATE OF THE AMERICAN 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 Examines traveler sentiment, motivations & behaviors
o Quarterly project
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
Traveler Segments
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
AMERICAN
TRAVELER SENTIMENT
CurrentLeisure Travel Optimism
Trips & Spending (Next 12 Months)
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
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
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
TRAVEL
SEGMENTS
Goal for
The Day
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
Heavy Social Media Users
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
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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
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
Takeaways
1. Male skew
2. Younger profile
3. Strong financials
4. Frequent travelers
5. Diverse interests
6. Social media super users
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
SOCIAL MEDIA
TRAVELERS(SOCIAL TRAVELERS)
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
Social Media Used in Travel Planning
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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
Snapchat
YouTube
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
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
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
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
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
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
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
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
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
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
Targeting Segments Online
Best Practices & Technology Options
Organic Traffic Growth Has Slowed
New White Paper: Optimization of Travelwww.MilesPartnership.com
New White Paper: VALUE OF PRINTwww.MilesPartnership.com
New White Paper: Content that Inspireswww.MilesPartnership.com
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
Thank You!
Chris Adams
+1 303 842 3394Chris.Adams@MilesPartnership.com
Social: KiwiColorado
Dave Bratton
+1 415 307 3283Dave@DestinationAnalysts.com
Social: DA_Research
August 23rd 2017
Thank You!
State of the American Traveler – TRAVELER SEGMENTS