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2010 - YEAR OF THE BED BUG

TOP 10 TRAVEL ACTIVITIES

1. Visiting friends and relatives

2. Sightseeing

3. Beaches/waterfronts

4. Zoos/aquariums/science museums

5. National Parks

6. State Parks

7. Going on a cruise

8. Theme Parks

9. Visiting a City

10.Visiting a mountain area

Source: travelhorizons™, July 2009

• Not a week goes by• Continued threats• Inconveniences to

travel• Greater employment

of technology• Greater intrusion on

personal privacy• Airline delays and

mergers• Frustrated travelers

THE IMPACT OF TERRORISM

LOWERED BUDGETS,NOT LOWERED EXPECTATIONS

Comfort Travel Pampering without the cost Retro lodging with contemporary services

BOOMERSO L D E R B O O M E R S ( 1 9 4 6 – 1 9 5 4 )

15% of leisure travelers4.4 leisure trips/year

Y O U N G E R B O O M E R S ( 1 9 5 5 – 1 9 6 4 )

21% of leisure travelers4.1 leisure trips/year

Boomers now are 46 to 64 years old

X GENERATION

Born 1965 – mid 1970s (41 million)Career orientedEntrepreneurial (Think Dot Com)Transition from job to job, easilyPragmaticFriends are important to themFirst computer generation – online buyersFrustrated home buyersSome travel with parents or give kids to parents and travel as couples

Skeptical of advertising claims

Born mid- 1970s - 2002Echo Boomers (1982 – 1995)51 millionInherently Wired Cell phones Email Blogs Virtual tribes

Friends as Family 3 in 4 working mothers; 1

in 4 single parent families

I am my own person Communications must be

hip and popular without looking commercial

Meaningful life Public service is important

Not career ladder orientedSpontaneous travel decisionsTravel with friendsPessimistic about their future

Y GENERATION (MILLENNIALS)

Z GENERATION (GENERATION ALPHA)

Born 2003 - 2010 The children of Gen Xs and some millennials Entirely born in the 21st century At the edge of becoming players Influence Gen X travel decisions Very hip about pop culture, influenced by media Making purchase and life decisions earlier

i.e., They want gift cards for Christmas Highly connected Impatient, instant-minded Lack ambition Consumer oriented Individualistic Structured lives – day care, youth sports, after-school programs

FAMILY TRAVELERS• 23% of U.S. adult leisure travelers are a

parent or parents with children

• 7% of adult leisure travelers are grandparents with grandchildren

• Multi-generational travel (Vacation Homes)

• Dual wage earners

• Single-parent households

• Split vacations due to divorce

• Scheduling conflicts - youth sports, school years, compressed vacations, work conflicts

• Simplified vacations – all inclusive, packaged

• Shift from camping to lodging

• Combination of tent camping with RVs, yurts, tent cabins, cabins, park models or lodging.

• Ethnic, non-camping families

• Multiple family travel• 50% know another group of campers

Source: travelhorizons™, July 2009

SOLO TRAVEL

• 11% of U.S. adult travelers• 4.3 trips per year

• Mostly single travelers• Increasingly, a Choice• Independence• Greater contact with locals• Greater interest by locals• More time for yourself• More challenging, enriching,

expanding• Focus on the destination, culture,

history, not on your traveling companion

• Personal growth

Source: travelhorizons™, July 2009

• 18% of U.S. adults travel with pets (29.1 million)

• 78% dogs• 18% cats• 76% in cars• 10% in RVs• 6% fly

• Continental kennel• Pet-friendly lodging• AAA Guide

• Dog walking tours of France and the wine country

• Pet Passports

TRAVEL WITH PETS

Source: travelhorizons™, July 2009

X-gens, Y-gens and BoomersVoluntourismEdutourismAdventure TravelTravel with a purpose

Travel with meaning

PURPOSE-DRIVEN TRAVEL

Angel Island State Park

• Take a hike and call me in the morning

• Childhood obesity and diabetes

• For Physical and Mental health

• Unplug and go outside

PARK PRESCRIPTIONS

ENVIRONMENTAL TRAVEL

79% of U.S. adults say they’re environmentally conscious

Yet, they won’t pay extra to support environmentally-friendly travel providers

They want more for the same price

Source: travelhorizons™, July 2009

LATINO TRAVELERS

• 8 consecutive months of growth

• International visitors spent $11.6 billion on travel to and within the United States in August—$1.6 billion more than the previous August

• Total international visitor spending in the United States has increased, on average, $1.0 billion a month in 2010.

• Top markets for public lands:

• Germany/Austria• UK• The Netherlands

INTERNATIONAL TRAVEL

TRAVEL FROM CHINA

61% increase$3.5 billion in 2008

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