UPCOMING WEBINAR€¦ · –Facility Envy Best Idea Program ... 2010 Jan 2011 July 2011 Jan 2012...
Transcript of UPCOMING WEBINAR€¦ · –Facility Envy Best Idea Program ... 2010 Jan 2011 July 2011 Jan 2012...
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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
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TRAVEL SEGMENTS EDITION
Miles & Destination Analysts. August 23rd 2017
STATE OF AMERICAN TRAVELER
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Greetings
Chris Adams
+1 303 842 [email protected]
Social: KiwiColorado
Dave Bratton
+1 415 307 [email protected]
Social: DA_Research
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Guest PresenterBest Practices in Targeting Traveler Segments Online
Andrea Rosi, Senior Product Marketing
AcquiaWeb: www.acquia.com Social: @Acquia
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In Association with
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DMA West Education Summit & Vendor ShowcaseSeptember 27-29, The LINQ Hotel in Las Vegas
You’ll keep your skill set competitive and fresh at sessions taught by industry experts and talented peers.
Featured Keynote Presenters
Aaron Wodin-Schwartz, Brand USA | Martin Stoll, Sparkloft Media | AnnDee Johnson, LongwoodsShannon Gray, Gray Research Solutions | Renee Moorefield, Wisdom Works Group, Inc.
Keynotes Workshops (marketing/sales/operations) Marketplace Roundtables Experience-the-Destination Activities
– Downtown Project– Facility Envy
Best Idea Program Register today at www.dmawest.org
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Grab Tab (open or close the control panel)
Choose your audio
How to participate 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
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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
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THE STATE OF THE AMERICAN TRAVELER
TRAVELER SEGMENTS EDITION
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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
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Traveler Segments
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The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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AMERICAN
TRAVELER SENTIMENT
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CurrentLeisure Travel Optimism
Trips & Spending (Next 12 Months)
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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
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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
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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
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TRAVEL
SEGMENTS
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Goal for
The Day
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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
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Heavy Social Media Users
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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
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The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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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
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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
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Takeaways
1. Male skew
2. Younger profile
3. Strong financials
4. Frequent travelers
5. Diverse interests
6. Social media super users
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The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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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
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The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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SOCIAL MEDIA
TRAVELERS(SOCIAL TRAVELERS)
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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
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Social Media Used in Travel Planning
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Summer 2017
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Targeting Segments Online
Best Practices & Technology Options
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Organic Traffic Growth Has Slowed
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New White Paper: Optimization of Travelwww.MilesPartnership.com
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New White Paper: VALUE OF PRINTwww.MilesPartnership.com
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New White Paper: Content that Inspireswww.MilesPartnership.com
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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
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Thank You!
Chris Adams
+1 303 842 [email protected]
Social: KiwiColorado
Dave Bratton
+1 415 307 [email protected]
Social: DA_Research
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August 23rd 2017
Thank You!
State of the American Traveler – TRAVELER SEGMENTS