THE STATE OF THE AMERICAN TRAVELER: TECHNOLOGY EDITION MAY 16, 2018

Transcription

1 THE STATE OF THE AMERICAN TRAVELER: TECHNOLOGY EDITION MAY 16, 2018

2 With You Chris Adams Head of Research and Insights Miles Partnership (303) David Reichbach Director of Analytics and Data Security Destination Analysts (415)

3 Guest Presenter CA Clark VP - UX & Optimization Miles Partnership CA.Clark@MilesPartnership.com

4 Thanks to:

5 Upcoming Events! DMA West Leadership Summit for CEOs July 30 - August 1, 2018 Marcus Whitman Hotel Walla Walla, Washington FEATURED SESSION: DMOs Evolving Role in Community and Economic Development with Paul Ouimet, Managing Director, DestinationNEXT Initiative DMA West Education Summit & Vendor Showcase and Best Idea Program September 11-13, 2018 The Riverside Hotel Boise, Idaho Boise CVB SUMMIT TRACKS: Sales Marketing Product Development Attendance Scholarships Available Save $$$ on Registration & Lodging from the DMA West Education & Research Foundation Applications at

6 SoutheastTourism.org Presented By: STSConnections.co m

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8 Open or close the control panel with the orange button. Choose to use computer audio or dial in by phone. How to participate 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.

9 1. Digital Influencers Agenda 2. Traveler Technology Adoption 3. Top Tech Interest & Usage 4. Spotlight Segment: New Technology and Trends in Street View 5. Current Traveler Sentiment

10 The State of the American Traveler TECHNOLOGY EDITION David Reichbach Director of Analytics and Data Security Destination Analysts

11 THE STATE OF THE AMERICAN TRAVELER TECHNOLOGY EDITION

12 The State of the American Traveler o Conducted since 2006 o o o o o Online survey Survey invitation sent to a nationally representative sample of US adults Total sample of 2,000+ American leisure travelers Examines traveler sentiment, motivations & behaviors Today: April 2018 results

13 DIGITAL INFLUENCERS

14 DEFINITION: A DIGITAL INFLUENCER is a person who has established credibility online and who shares their opinions and experiences with a large audience. This can include bloggers, travel writers, YouTube personalities and/or persons with large followings on social media (Twitter, Instagram, Facebook, Pinterest, etc.)

15 Digital Influencers Question: In the past 12 months, have you used the opinions of a DIGITAL INFLUENCER to help plan any leisure travel? Yes, 18.3% I don't know, 6.0% No, 75.7% Base: All respondents. (2018 = 2,021 completed surveys. )

16 Digital Influencers Question: In the past 12 months, have you used the opinions of a DIGITAL INFLUENCER to help plan any leisure travel? 40% 35% 30% 25% 20% 15% 10% 5% 0% 36.8% 19.9% 8.0% Millennials Gen Xers Baby Boomers 1.7% Pre-Boomers Base: All respondents. (2018 = 2,021 completed surveys. )

17 Digital Influencers Destinations visited 55.1% Question: Which of the Restaurants or dining 45.1% following decisions were effected by the posts of Hotel or other lodging Tours or day trips Outdoor recreation activities 31.1% 29.7% 43.2% DIGITAL INFLUENCERS? Places to shop (in a destination) Museums, performing arts or cultural attractions 29.5% 28.1% Personal safety tips 26.5% Airlines, train or cruise lines 25.1% Products to buy and use during travel Local transportation options (bus, taxi, bike, etc.) 21.6% 21.4% Base: All respondents. (2018 = 2,021 completed surveys. ) 0% 10% 20% 30% 40% 50% 60% 70%

18 Digital Influencers Question: Which of the following types of places or destinations did DIGITAL INFLUENCERS inspire you to visit? Beach destination or resort National Park Large city or urban area Theme or amusement park Scenic drive or byway State or regional park Mountain destination or Nation or country Small to mid-sized cities Desert destination or resort Rural or agritourism NONE OF THESE 2.0% 46.6% 41.7% 39.7% 37.7% 35.8% 35.3% 30.9% 30.4% 27.5% 23.0% 18.6% Base: All respondents. (2018 = 2,021 completed surveys. ) 0% 10% 20% 30% 40% 50% 60%

19 TECHNOLOGY ADOPTION

20 Technology Adoption Amongst Travelers 2018

21 Technology Adoption Amongst Travelers 2018

22 Our Model 4 Components, 5 Questions Enthusiasm for technology adoption Interest in keeping up with latest in travel tech Expectations for future benefits of technology (for travel) Adoption of the most ubiquitous travel technologies into their lives o Engagement with others using social media (proxy - use) o Intensity of use of mobile phones in planning (proxy - use)

23 Technology Adoption Amongst Travelers 40% 35% 30% 37.2% 32.1% 33.0% 36.0% 33.4% 33.9% % 20% 15% 10% 11.7% 10.2% 9.7% 14.1% 12.6% 13.1% 8.0% 8.3% 6.5% 5% 0% Laggards Late Adopters Early Majority Early adopters Innovators

24 WHY EARLY ADOPTERS AND INNOVATORS ARE WORTH GOING AFTER

25 #1 They Travel More 6 Leisure Trips Taken in the Past 12 Months Laggards Late Adopters Early Majority 4.47 Early adopters 5.09 Innovators Base: All respondents. (2,021 completed surveys.)

26 #2 They re Gung-ho to Travel More 80% 70% 60% 50% 40% 30% 20% 10% 0% 14.8% Laggards 20.5% Late Adopters 41.7% Early Majority 64.0% Early adopters 78.6% Innovators Expect to Travel More in Next 12 Months Base: All respondents. (2,021 completed surveys.)

27 #3 They re Big Spenders Maximum 6,000 5,000 $4,612 $5,458 Annual Travel 4,000 3,000 $3,092 $3,465 $3,349 Budget 2,000 1,000 0 Laggards Late Adopters Early Majority Early adopters Innovators Base: All respondents. (2,021 completed surveys.)

28 #4 They re a Diversity Marketer s Dream 100% 90% 92.8% 87.3% 80% 70% 60% 70.4% 58.0% 60.1% Percent 50% 40% 30% Reporting as 20% 10% 0% Laggards Late Adopters Early Majority Early adopters Innovators Caucasian Base: All respondents. (2,021 completed surveys.)

29 #5 They re Concentrated in Urban MSAs Live in an Urban Area 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 14.8% Laggards 18.1% Late Adopters 28.1% Early Majority 39.4% Early adopters 44.6% Innovators Base: All respondents. (2,021 completed surveys.)

30 #6 They re Connected to Other Travelers 100% 80% 60% 40% 20% 0% 36.4% Laggards 47.5% Late Adopters 66.0% Early Majority 82.6% Early adopters Base: All respondents. (2,021 completed surveys.) 90.5% Innovators DESTINATION INFLUENCED BY WORD OF MOUTH (FOR A TRIP THEY WANT TO TAKE THIS YEAR)

31 #7 They re People You Want in Your Destination! 90% 80% 70% 60% 50% 40% 78.6% 30% 52.7% 20% 10% 30.5% 29.1% 29.8% 0% Laggards Late Adopters Early Majority Early adopters Innovators Generally Consider Themselves to be Happy Base: All respondents. 2,021 completed surveys.

32 Top Tech Interest & Usage

33 APP Usage Q: In the PAST TWELVE (12) MONTHS, have you used any travel-related APPs to help you in travel planning? Yes No % 32% 29% 72.9% 68.1% 71.4% 0% 20% 40% 60% 80% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

34 APP Usage Online Travel Agency (Expedia, Hotels.com, etc.) 60.6% 61.6% 55.8% Hotel (Company specific, Hyatt, Hilton, Marriott, etc.) 47.3% 48.1% 45.9% Recommendations (TripAdvisor, Yelp, Trippy, etc.) 47.1% 48.3% 48.7% Airline 43.8% 47.2% 44.5% Weather 25.5% 33.4% 32.3% Hotel (Last minute travel deals) 25.1% 26.1% 24.3% Transportation (Local transportation system) 20.9% 20.0% 20.3% Destination-specific (State or city tourism office) 20.0% 21.2% 24.7% Transportation (Bus, Ferry or train) 15.2% 17.9% 15.5% Itinerary builder 10.8% 8.8% 6.6% Luggage tracking 10.4% 9.9% 9.2% Travel logistics management (Tripit, tripcase) 8.4% 10.8% 10.6% Language translation 5.5% 5.2% 5.2% 0% 10% 20% 30% 40% 50% 60% 70% Top Growth: Itinerary builders +24% Most Decline: Weather -24% Travel Logistics Mgmt. -22% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

35 Google Trips APP Q: Have you ever used the Google Trips APP? 2018 Yes 14.1% 14.9% No 84.3% 83.3% I don't know 1.7% 1.9% 0% 25% 50% 75% 100% Base: All respondents. (2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

36 APP Usage Q: In the PAST TWELVE (12) MONTHS, have you used any travel-related APPs to help you in travel planning? Q: Have you ever used the Google Trips APP? 60% 50% 40% 30% 20% 10% 0% 42.0% 30.0% 15.1% 11.4% 60% 50% 40% 30% 20% 10% 0% 27.4% 16.8% 3.0% 0.8% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

37 Google-Curated Content

38 Google-Curated Content Q: How frequently do you use Google-curated destination content to plan your leisure trips? (Select one)

39 Google-Curated Content Q: How frequently do you use Google-curated destination content to plan your leisure trips? (Select one) Always use Usually use Sometimes use Rarely use Never use % 11.4% 10.3% 17.5% 17.1% 20.0% 14.1% 16.7% 15.4% 23.3% 24.2% 28.9% 36.1% 30.5% 25.4% Use, by Generation 60% Usually use Always use 50% 40% 30% 20% 10% 0% 19.0% 33.1% 9.2% 18.4% 2.4% 7.3% 0.8% 0.8% 0% 10% 20% 30% 40% 50% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

40 Q: How much would you trust the content, opinions and advice available of Googlecurated destination content? Trust, by Generation Always trustworthy Usually trustworthy Sometimes trustworthy Rarely trustworthy 13.1% 13.5% 11.2% 6.4% 7.0% 4.8% 40.5% 35.4% 44.8% 38.0% 41.7% 37.8% 80% 70% 60% 50% 40% 30% 20% 10% 0% Usually trustworthy 23.9% Always trustworthy 13.7% 5.7% 3.0% 45.7% 40.6% 36.9% 37.9% 0% 20% 40% 60% 80% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

41 Google-Curated Content vs. DMO Content I trust the local tourism office much more I trust the local tourism office more Neutral - I trust them both the same I trust Google-curated content more 14.4% 16.5% 13.7% 25.3% 24.5% 25.8% 7.6% 8.9% 9.6% 50.7% 48.6% 49.0% Q: Which content, opinions and advice would you generally trust more? A local visitor bureau/tourism office or Googlecurated content? (Select one) I trust Google-curated content much more 2.0% 1.5% 1.9% 0% 20% 40% 60% 80% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

42 VR Headsets Q: Have you heard of Virtual Reality Headsets before taking this survey? Yes 63.1% 83.5% 83.6% No 14.9% 14.7% 34.6% I don't know 1.6% 1.7% 2.3% 0% 25% 50% 75% 100% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

43 Q: Have you used a Virtual Reality Headset to help plan any leisure travel? Yes 10.4% 10.7% 7.0% No 88.6% 88.2% 91.6% I don't know 1.0% 1.1% 1.4% 0% 25% 50% 75% 100% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

44 Q: If good content were available to you, how interested would you be in using a Virtual Reality Headset to research leisure destinations you are considering visiting? (Select one) Q: Overall, how valuable do you think a Virtual Reality Headset could be to you in helping you plan your leisure travels? (Select one) Very interested Interested Neutral Uninterested Very uninterested 20.4% 26.5% 22.9% 26.1% 26.8% 23.6% 22.7% 21.9% 25.5% 13.9% 10.5% 12.6% 17.0% 14.4% 15.3% 46.5% Extremely valuable Valuable Of some value Of no value I don't know 16.5% 20.6% 16.9% 19.7% 20.8% 19.7% 29.9% 27.7% 32.5% 25.1% 20.9% 21.8% 8.8% 10.0% 9.1% 36.2 % 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

45 Real Time Video Q: Have you heard of Real-time Video before taking this survey? Yes No I don't know 38.2% 41.0% 43.5% 3.7% 2.2% 3.0% 55.3% 54.3% 58.8% 0% 10% 20% 30% 40% 50% 60% 70% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

46 Q: Have you used Real-time Video to help plan any leisure travel? % Yes 16.2% 10.1% 82.8% No 81.7% 87.9% 1.7% I don't know 2.1% 2.0% 0% 20% 40% 60% 80% 100% Yes, by Generation 60% 50% 40% 30% 20% 10% 0% 30.6% 17.1% 4.5% Millennial Generation X Baby Boomers 0.8% Pre-boomers Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

47 Q: In general, how interested would you be in using Real-time Video to research leisure destinations you are considering visiting? (Select one) Very interested Interested Neutral Uninterested Very uninterested % 18.9% 16.5% 13.4% 13.9% 12.4% 14.9% 12.5% 11.9% 27.2% 27.8% 29.2% 27.8% 26.9% 30.0% 0% 10% 20% 30% 40% 50% Q: Overall, how valuable do you think Real-time Video could be to you in helping you plan your leisure travels? (Select one) Extremely valuable Of some value Of no value I don't know Valuable 8.6% 8.0% 17.9% 15.8% 22.3% 23.7% 19.2% 18.0% 31.9% 34.5% 0% 10% 20% 30% 40% 50% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

48 Amazon Echo - Google Home

49 Amazon Echo/Google Home Q: In the PAST 12 MONTHS, have you used a device like Amazon Echo or Google Home for travel planning? (See image above at right) (see image above on right) Yes No 15.8% 13.3% 84.2% 86.7% 0% 20% 40% 60% 80% 100% Use, by Generation 35% 30% 25% 20% 15% 30.1% 10% 17.6% 5% 0% 5.4% 0.8% Millennials Generation X Baby Boomers Pre-boomers Base: All respondents. (2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. ) Base: All respondents. (2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

50 Messaging APPS or ChatBots

51 Messaging APPS or ChatBots Q: In the PAST 12 MONTHS, have you used a Messaging App or ChatBot solution (using text or voice) to help plan, book or update your leisure travel? Yes No 15.3% 16.3% 84.7% 83.7% 0% 20% 40% 60% 80% 100% Use, by Generation 35% 30% 25% 20% 15% 10% 5% 0% 30.9% Millennials 16.8% Generation X 4.1% 1.5% Baby Boomers Pre-boomers Base: All respondents. (2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

52 Travel-related 360 Degree Video

53 Travel-related 360 Degree Video Q: In the PAST 12 MONTHS, have you viewed a travel-related 360 Degree Video on your computer or smartphone Yes No % 19.2% 76.7% 80.8% 0% 20% 40% 60% 80% 100% Use, by Generation 45% 40% 35% 30% 25% 20% 38.5% 15% 25.3% 10% 5% 12.2% 6.8% 0% Millennials Generation X Baby Boomers Pre-boomers Base: All respondents. (2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

54 WORD OF MOUTH DESTINATION SELECTION Please think specifically about ONE (1) DOMESTIC LEISURE DESTINATION you really want to visit in the NEXT TWELVE (12) MONTHS. Please write in this destination below. (Please only enter a place in America that you realistically might visit. Please spell carefully.)

55 Word of Mouth In Destination Selection Yes No I don't know 2.9% 4.6% 4.6% 36.5% 32.3% 35.6% 60.7% 63.1% 59.8% Please think about the people you have had contact with who have shared their opinions with you about <DESTINATION>. Q: Did these persons' experiences, advice or opinions have any impact on your interest in visiting <DESTINATION> (Select one) 0% 20% 40% 60% 80% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

56 Word of Mouth In Destination Selection Q: How important were these opinions to your interest in visiting <DESTINATION>? (Select one) Very important Important % 44.1% 45.8% 48.8% 43.6% 43.4% 90.9% Neutral 8.6% 11.4% 9.9% Unimportant 0.2% 0.7% 0.6% Very unimportant 0.3% 0.2% 0.3% 0% 20% 40% 60% 80% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

57 Word of Mouth In Destination Selection Q: In which ways did the people you know talk about DESTINATION? (Select all that apply) Personal conversation (faceto-face conversation, telephone call, etc.) 88.8% 90.3% 90.4% , texts, postcards or letters Social media (Facebook, Twitter, Instagram, Pinterest, etc.) 26.0% 29.7% 29.4% 35.9% 41.5% 35.6% 0% 20% 40% 60% 80% 100% Base: All respondents. (2016 = 2,006 completed surveys and 2017 = 2,072 completed surveys, 2018 = 2,021 completed surveys. )

58 Trust, Use and Importance

59

60 SPOTLIGHT SEGMENT NEW TECHNOLOGY AND TRENDS IN STREET VIEW Innovation in 360 and New Opportunities for Destinations

61 360 Imagery and User-Generated Google Street View

62 Summer 2017

63 Street View Auto Ready

64

65 Street View Auto Ready 5fps Onboard Stitching etc.

66

67 2011

68

69

70 5+mi

71

72

73

74 Other Applications Street View 360 Video VR Video (3D) Live Broadcast...

75 google.com/streetview/loan/

76 Street View Mobile Ready

77 Technological barriers to creating 360s

78 Image quality and stitching issues

79 Ricoh Theta V

80 Individual 360s and connected 360s (Virtual Tours) are a great way to engage potential visitors.

81

82 GOOGLE DMO PARTNERSHIP Free tools destinations can use to improve the way your destination looks in Google s products. dmo-partnerships@google.com

83 Education, Training and Execution Program Education: Audit Webinar & Workshop Training: In-Person Documentation Execution: Expert Resources Ongoing Support

84 Summary: Platform and hardware changes make it possible to update your own Street View data on Google Maps Look for other creative ways to use these tools to benefit your destination Hardware quality and ease-of-use make it a great time to look at other single-image 360 and virtual tour opportunities for your destination and your partner businesses

85 CURRENT TRAVEL SENTIMENT

86 37.6 Percent of Americans will take more leisure trips this year 37.1 Percent of Americans will spend more on leisure travel this year Base: All respondents. (2018 = 2,021 completed surveys. )

87 @DA_RESEARCH

88 Q&A Thank you milespartnership.com

89 The State of the American Traveler: Technology Edition Research, slides and other resources will be available at

90 Posts with Google Webinar: Wednesday, May 23, 3 pm ET Aditya Mahesh, Product Manager, Google & Patrick Rodgers, Content Director, Miles Partnership For more information and to register, visit

91 Blog Post: Top Performing DMO Videos (& Vloggers) An analysis of the YouTube Channels of 186 of the world s largest Destination Marketing Organizations & 10 of the world s most active Travel Vloggers (Influencers)

92 THANK YOU! THE STATE OF THE AMERICAN TRAVELER: TECHNOLOGY EDITION MAY 16, 2018