Outlook for Leisure Travel

Transcription

1 University of Massachusetts Amherst Amherst Tourism Travel and Research Association: Advancing Tourism Research Globally 2015 Marketing Outlook Forum - Outlook for 2016 Outlook for Leisure Travel Jamie Faulkner US Travel Association Follow this and additional works at: Faulkner, Jamie, "Outlook for Leisure Travel" (2016). Tourism Travel and Research Association: Advancing Tourism Research Globally This Event is brought to you for free and open access by ScholarWorks@UMass Amherst. It has been accepted for inclusion in Tourism Travel and Research Association: Advancing Tourism Research Globally by an authorized administrator of ScholarWorks@UMass Amherst. For more information, please contact scholarworks@library.umass.edu.

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3 Digital Demand 7 6 Smartphone Ownership Source: Pew Research, Smartphone Tablet Cell Usage by Demographics White, non- Hispanic Hispanic

4 Changing Demographic, Cultural, Economic Environment

5 Hispanics are Younger, Digitally Savvy Source: Pew Research, 2015

6 Mobile and the Sharing Economy

7 Objectives Understand who is doing what, where and why with mobile during planning and booking travel stages as well as in market Outline actual behaviors of individuals with intent to travel Understand the mobile experience and attitudes of actual travelers Uncover the most productive ways for travel stakeholders to inspire and influence potential travelers ultimately resulting in more $$$

8 Methodology Social Media Travel Activities Recs/Reviews Getting Around Destinations

9 Six in 10 Use Getting Around Apps/Websites 10 Overall Categories Accessed - Behavior Analysis Source: U.S. Travel Association; TNS, 2014

10 Males Get Around while Females Plan Activities 10 Apps Utilized by Age 10 Apps Utilized by Gender Source: U.S. Travel Association; TNS, 2014 Male Female

11 Mobile Usage Source: U.S. Travel Association; TNS, 2014

12 First Time Visitors More Mobile Engaged 7 Usage by Visitor Type Social Media Travel Activities Recs/Reviews Getting Around Destinations First Time Visitors Repeat Visitors Source: U.S. Travel Association; TNS, 2014

13 Mobile Usage by Trip Purpose

14 Four in 10 Access Social Media to Share Travel Experience SEND MESSAGES 9% SHARE TRAVEL PHOTOS & VIDEOS 18% PLAY GAMES 5% CHECK INTO A LOCATION 5% BROWSE NEWS FEEDS UPDATE STATUS RELATED TO TRAVEL 16% 23% CHECK FAMILY AND FRIEND S STATUS 15% Primary Motivation for Sharing Travel Experience Inform/ educate 34% Make friends/ family envious 2% Other 2% Capture trip memories 62% Source: U.S. Travel Association; TNS, 2014

15 55+ Year Old Travelers Looking for Directions

16 Recommendations/Reviews Influence Travel Decisions 25% Recommendations and Reviews Reviews Impact on Travel Decisions 15% 1 No 5% Everyday Usage While Traveling Yes 8 Source: U.S. Travel Association; TNS, 2014

17 Finding Things to Do Most Common Reason for Accessing Destination Apps/Websites Primary Reason - Visiting Destinations Reservation 2% Contact information 2% Deal/ coupon 5% Recs/ review 6% Hours of operation 8% Other 8% Things to do 45% Information Result in NEW Travel Decision/Purchase Positive Impacts: Planning a trip back to destination Reserve/book NEW travel activity through No 45% Yes 55% another method Reserve/book a NEW travel activity via mobile Directions 26% Source: U.S. Travel Association; TNS, 2014 Reason for NO decision: Activities too expensive Received irrelevant information

18 More than 8 in 10 Find Destination Apps/Websites Useful Familiar with Destination Website/App Prior to Visit No 43% Yes 57% Usefulness of Destination Websites/Apps Neutral 17% Somewhat Useful 39% Not Very Useful 2% Not at all Useful Very Useful 43% Source: U.S. Travel Association; TNS, 2014

19 Males More Likely to Use Getting Around Apps/Websites 7 Mobile Usage by Gender 7 Mobile Usage by Children Presence Male Female Kids Present No Kids Present Source: U.S. Travel Association; TNS, 2014

20 Travelers Experience Fewer Problems with Destination Apps/Websites 6 Mobile Problems Experienced 7 Top Problems Experienced Source: U.S. Travel Association; TNS, 2014

21 Conclusions - What does this mean for you? Demand for mobile and travel only growing Apps relied on heavily to get around Travel Reviews and Destinations influencing travel decisions Destination should focus on websites over apps Destinations viewed as useful tool to find activities but need to make them more accessible and familiarize travelers Internet connectivity most common issue travelers face