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THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION AUGUST 1, 2018 The Interests, Motivations & Behavior Of US Travelers
Transcript
Page 1: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

THE STATE OF THE AMERICAN TRAVELER:

TRAVELER SEGMENTSEDITION

AUGUST 1, 2018

The Interests, Motivations & Behavior Of US Travelers

Page 2: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

With YouChris Adams

Head of Research and InsightsMiles Partnership

[email protected]

Erin Francis-CummingsPresident & CEO

Destination Analysts

[email protected]

Page 3: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

Guest Presenter

Amrita GurneyVP of Marketing

CrowdRiff

Page 4: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 5: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

Thanks to:

Page 6: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

Plan to be Boise Bound in September!

▪ Professional of Destination Management (PDM): FundamentalsSeptember 10, 2018 Destinations International & DMA West Partner Program The Riverside Hotel • Boise, IdahoFundamentals is a day-long interactive course focusing on the evolving trends in the travel and tourism industry and marketplace and how destination organizations successfully align with these changes.

▪ DMA West Education Summit & Vendor Showcase and Best Idea Program September 11-13, 2018 The Riverside Hotel • Boise, Idaho • Boise CVB • www.boise.orgFEATURED SESSIONS: Better Human: It’s a Full-time Job Deconstructing Viral: How to Build a Killer Tourism Viral Marketing CampaignCrisis Communications: Progressive MessagingInnovative Travel Campaigns

Register for all programs at www.dmawest.org

Page 7: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

Presented By:

Page 8: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

How to participate

Open or close the control panel with the orange button.

Have a question? Ask it here.

o In case of “drop-off”, use your link to rejoin the webinar.

o A Q&A session will be held at the end of today’s presentation,

o Today’s webinar is being recorded and will be made available for viewing later.

Choose to use computer audio or dia in by phone.

Page 9: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

1. Research: Traveler Segments

2. Spotlight: Using Visual Content for Maximum Effect

3. Research: American Traveler Sentiment

4. Additional Research & Resources

Agenda

Page 10: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

THE STATE OF THEAMERICAN TRAVELER

TRAVELER SEGMENTS EDITION

Page 11: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 12: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior
Page 13: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

Traveler Segments

Page 14: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 15: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 16: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 17: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

Page 18: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

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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

Page 20: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 21: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 22: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 23: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 24: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 25: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 26: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 27: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 28: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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%

Page 29: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 30: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 31: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 32: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 33: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 34: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

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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

Page 36: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 37: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 38: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 39: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 40: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 41: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 42: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

LinkedIn

Snapchat

Pinterest

Twitter

Instagram

YouTube

Facebook

Yes, 19.6%

No, 80.4%

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

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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

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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

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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

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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

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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

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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

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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

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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

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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)?

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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

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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

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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)

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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)

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SPOTLIGHT SEGMENT

USING VISUAL CONTENT FOR MAXIMUM EFFECTAmrita Gurney, CrowdRiff

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Using visual content for maximum effect

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Loved by 400+ DMOs

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Today’s travelers are visual decision-makers

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Visual content tips

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#1Differentiate your DMO’s visuals from what people can find using Google

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Source: Destination Analysts, State of the American Traveler, April 2018

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#2Replace some of your stock photography with UGC.

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Dream Plan Book Experience

Destination-curated UGC

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Type of visuals in State DMO Facebook ads

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Visitor guides

Ads Blog posts

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I

ULD DO I

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#3Use your visuals to reflect your different traveler personas

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Most popular visual themes in State DMO Facebook ads

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Looking ahead

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Trend #1Finding the needle in the (visual) haystack.

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> 1 million posts

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Trend #2Using data to make more informed decisions around visuals.

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Which photos should you use on your website?

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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

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Trend #3Leveraging marketing automation for visuals.

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“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

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AMERICANTRAVELERSENTIMENT

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CurrentLeisure Travel Optimism

Trips & Spending (Next 12 Months)

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2018

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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

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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

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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

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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

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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

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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

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Prioritizing Travel: Budget

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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.

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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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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

Page 116: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

Global All-Stars at Destinations International

www.milespartnership.com/global-all-stars-2018

Page 117: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

Destinations

Google DMO Partnership Program Workshop Destinations International Conference

www.MilesPartnership.com/GoogleDMOProgram

Page 118: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

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

Page 119: THE STATE OF THE AMERICAN TRAVELER: TRAVELER … · 01.08.2018  · THE STATE OF THE AMERICAN TRAVELER: TRAVELER SEGMENTS EDITION. AUGUST 1, 2018. The Interests, Motivations & Behavior

THE STATE OF THE AMERICAN TRAVELER:

TRAVELER SEGMENTSEDITION

AUGUST 1, 2018

THANK YOU!


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