4.6 4.8 4.8 4.7 4.3 american travele r 5 …...enjoy one of our national parks this year. the...
TRANSCRIPT
Destination Analysts, Inc. | January 2016
page 1
Destinations Poised for Success in 2016 American destinations can expect high levels of excitement around leisure travel segments this year. In our latest Destinations Edition of this study, 34.2 percent of travelers said that they will increase the number of leisure trips taken this year, up from 31.1 percent one year earlier. 34.4 percent also now plan to devote more money to travel. Demand for leisure travel is strong across regions, destination types and income brackets, but is most pronounced amongst younger, urban residents.
JUL 13 JAN 14
JUL 13 JAN 14
JUL 14 JAN 15
LESS
SAME
MORE
1
2
3
4
5
6
7
8
JAN 12 JUL 12 JAN 13 JUL 13 JAN 14
JUL 14 JAN 15
LESS
SAME
MORE
4.6 4.64.3 4.8 4.8
JUL 14
4.7
JAN 15
4.3
Travel Volume Stable
Up from 31.1% last January
30.2
%
32.3
%
29.2
%
31.1
%
32.5
%
31.5
%
57.9
%11
.9%
56.9
%10
.8%
60.2
%10
.6%
31.1
%59
.0%
9.9%
JAN 16
34.2
%57
.6%
8.2%
JUL 15
34.3
%56
.7%
9.0%
54.4
%14
.5%
53.8
%13
.7%
55.3
%13
.2%
32.1
%56
.7%
11.2
%
JUL 15
35.0
%53
.8%
11.2
%
Spending Expectations Stay Strong
JAN 16
34.4
%54
.8%
10.8
%
60
50
40
30
20
10
60
50
40
30
20
10
JUL 13 JAN 14
JUL 13 JAN 14
JUL 14 JAN 15
LESS
SAME
MORE
1
2
3
4
5
6
7
8
JAN 12 JUL 12 JAN 13 JUL 13 JAN 14
JUL 14 JAN 15
LESS
SAME
MORE
4.6 4.64.3 4.8 4.8
JUL 14
4.7
JAN 15
4.3
Travel Volume Stable
Up from 31.1% last January
30.2
%
32.3
%
29.2
%
31.1
%
32.5
%
31.5
%
57.9
%11
.9%
56.9
%10
.8%
60.2
%10
.6%
31.1
%59
.0%
9.9%
JAN 16
34.2
%57
.6%
8.2%
JUL 15
34.3
%56
.7%
9.0%
54.4
%14
.5%
53.8
%13
.7%
55.3
%13
.2%
32.1
%56
.7%
11.2
%
JUL 15
35.0
%53
.8%
11.2
%
Spending Expectations Stay Strong
JAN 16
34.4
%54
.8%
10.8
%
60
50
40
30
20
10
60
50
40
30
20
10
Americans planning to increase leisure travel spending in the next 12 months
SNAP SHOT
34%
Q: In the next 12 months, do you expect to travel more or less for leisure than you did in the most recent 12 month period?
Q: In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12 month period?
Sponsored By
Who Will Travel More in 2016? Leisure travel expectations from varied perspectives
THE STATE OF THE AMERICAN TRAVELER January 2016 | Volume 19
West
Southwest
Rocky Mt.
Northeast
Midwest
Southeast
Region of Residence(% region planning to travel more)
West
Southwest
Rocky Mountains
Northeast
Midwest
Southeast
40%
35%
30%
25%
20%
15%
10%
5%
0%
35.4
%
34.3
%
28.7
%
31.1
% 37.8
%
32.4
%
Generations(% age planning to travel more)
Millenials
Generation X
Baby Boomers
Pre-Boomers
60%
50%
40%
30%
20%
10%
0%
57.1
%
32.7
%
23.0
%
18.9
%
Annual Household Income(% income planning to travel more)
40%
35%
30%
25%
20%
15%
10%
5%
0%
34.9
%
32.7
%
35.8
%
Less than$80K
$80K to$200K
Over $200K
Multi-Generational Travelers(% planning to travel more, comparison)
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Place of Residence(% planning to travel more, comparison)
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
42.6
%
31.0
%
33.0
%
Large city Suburban Rural
Peer-to-Peer Lodging Guests(% planning to travel more, comparison)
70%
60%
50%
40%
30%
20%
10%
0%
65.2
%
29.6
%
Peer-to-peerlogding guests*
44.7
%
Multigenerationaltravelers**
31.1
%
Other leisuretravelers
Other leisuretravelers
*Travelers using a website such as Airbnb, HomeAway or VRBO to book leisure accommodations in past 12 months
**Travelers taking a trip that included at least three generations of travelers in past 12 months.
Millennials are a force behind these numbers, with sky high expectations.
Users of these high-tech services have expectations
far outpacing other travelers.
Destinations Edition
Destination Analysts, Inc. | January 2016
page 2
The vast majority of Americans are leisure travelers who have taken at least one trip (50 miles+ from home) in the
past year. On average, Americans took 4.4 trips; with about one third taking five or more. Cities and metropolitan
areas are by far the most visited destination type, with nearly three out of four of us planning to visit one this year.
The second most frequented destination type will be “small towns, villages or rural destinations/attractions,” with the
average traveler visiting 1.1 such places in 2016. Beach destination and resorts will generate fewer visits, but still more
than half of Americans will include them in our 2016 itineraries. Below are some fun facts on how Americans got away
last year and how we plan to travel in 2016.
METHODOLOGY: The State of the American Traveler Survey is conducted every six months by Destination Analysts, Inc, a San Francisco-based tourism industry research company. The survey is conducted online amongst a nationally representative sample of adult Americans. From January 4th to 10th, 2016, surveys were collected from a group of respondents who were then screened by their leisure travel behavior. Only those respondents who had traveled at least once in the past 12 months for purely leisure or personal reasons were interviewed. This travel must have been of at least 50 miles one-way — the standard distance threshold used in the tourism industry to signify that a “trip” has been taken. In total, 2,010 leisure travelers completed the survey. With this sample size, the top line data presented here can be considered to have a reliability of +/- 2.19%. This information is provided “as is” and intended for informational purposes only. It should not be relied upon for operational, marketing, legal, technical, tax, financial or other advice. Destination Analysts is not responsible for your use of the information contained herein (including errors, omissions, inaccuracy or non-timeliness of any kind) or any assumptions or conclusions you might draw from its use.
How do Americans Travel?
Metropolitan areas are by far the most popular leisure destination type. 71.6 of American travelers say they will include a metropolitan area on a leisure trip this year.
37 percent of leisure travelers will take a trip that includes a theme or amusement park this year.
78.3 percent of leisure travelers took no foreign adventures last year. On average, the 21.7 percent who did ventured abroad 1.9 times on average.
While only 56.0 percent of Americans expect to visit a beach destination or resort this year, they report the highest levels of excitement about these trips compared to other destination types.
While only one fourth (25%) of American leisure trips involved traveling by plane, 51.2 percent of travelers used an airline last year.
The cruise industry is big business, yet is used by a relatively smaller number of travelers. Only 11 percent of leisure travelers took an overnight cruise last year. The typical cruiser, however, took an average of two such trips.
77.5
% of leisure travelers took more than one trip30.5% of leisure trips were day trips
27.3% took five or more trip
s
4.4 is the average n
um
ber of trips taken
Mountain destinations or resorts, while somewhat less frequented, attract a significant share of travelers. 30 percent of leisuire travelers expect to visit a mountain destination or resort this year. Desert destinations or resorts will be visited by about 15 percent of travelers.
page 3
Destination Analysts, Inc. | January 2016
LEISURE TRAVEL FUN FACTSAmericans took an average of 4.4 leisure trips last year. Here are some highlights of how they traveled.
45% of American leisure travelers took only overnight trips during 2016.
Staycations are still popular. These vacations spent at home (rather than traveling) seem to be here to stay.
36% of the average 4.4 total trips taken were 200 or fewer miles from home.
About a third of Americans say they will enjoy one of our National Parks this year.
The average traveler saidthey could budget as muchas $3,445 for leisure travelthis year, up 7% from one year ago.
Almost one quarter of adults (23%) traveled with 3+generations in a travel party--averaging 2 such trips in the year.
45%No Day
Trips
22%Stay-
Cation
1.6Regional
Trips
32%National
Parks
7%Bigger
Budgets
23%Multi-Gen
Trips
PRICES AT THE PUMP ARE A NON-ISSUEMost leisure travel continues to be by car, the price of gasoline had traditionally been a key factor in trip decision making. Things have changed radically, driven by recent downward trends in gas prices. Fewer and fewer American travelers are now saying that high gasoline prices are causing them to reduce their travels. From a high of 53.6 percent in 2011, the proportion of American travelers cutting back on their travel due to gas prices fell to 16.9 percent in the most recent survey.
LEISURE TRAVEL & GAS PRICES Continued improvement
JUL 11
55%
50%
45%
40%
35%
30%
25%
20%
15%
JAN 12 JUL 12 JAN 13 JUL 13 JAN 14 JUL 14 JAN 15
53.6%
45.9% 46.6%
40.7% 39.5%
32.9% 32.4%
26.4%
JUL 15
23.3%
JAN 16
16.9%
July 11: Avg. retail price $3.16
Jan16: Avg. retail price $1.96
GAS TOO EXPENSIVE
PERSONALFINANCIAL
AIRFARE TOOEXPENSIVE
SAFETYCONCERNS
JULY 2010
JANUARY 2011
JULY 2011
JANUARY 2012
JULY 2012
JANUARY 2013
JULY 2013
JANUARY 2014
JULY 2014
JANUARY 2015
JANUARY 2016
JULY 2015
40.7% 55.9% 36.0% 8.4%
39.3% 54.6% 34.9% 11.0%
53.6% 48.9% 38.9% 8.9%
45.9% 49.1% 35.2% 7.8%
46.6% 47.6% 30.2% 8.6%
40.7% 40.9% 32.9% 9.7%
39.5% 38.6% 27.1% 9.5%
32.9% 41.1% 25.6% 9.5%
32.4% 36.8% 24.0% 9.9%
26.4% 35.7% 19.6% 9.5%
23.2% 35.8% 20.6% 10.8%
16.9% 38.5% 22.8% 10.8%
Reasons for cutting back on leisure travel
JUL 11
55%
50%
45%
40%
35%
30%
25%
20%
15%
JAN 12 JUL 12 JAN 13 JUL 13 JAN 14 JUL 14 JAN 15
53.6%
45.9% 46.6%
40.7% 39.5%
32.9% 32.4%
26.4%
JUL 15
23.3%
JAN 16
16.9%
July 11: Avg. retail price $3.16
Jan16: Avg. retail price $1.96
GAS TOO EXPENSIVE
PERSONALFINANCIAL
AIRFARE TOOEXPENSIVE
SAFETYCONCERNS
JULY 2010
JANUARY 2011
JULY 2011
JANUARY 2012
JULY 2012
JANUARY 2013
JULY 2013
JANUARY 2014
JULY 2014
JANUARY 2015
JANUARY 2016
JULY 2015
40.7% 55.9% 36.0% 8.4%
39.3% 54.6% 34.9% 11.0%
53.6% 48.9% 38.9% 8.9%
45.9% 49.1% 35.2% 7.8%
46.6% 47.6% 30.2% 8.6%
40.7% 40.9% 32.9% 9.7%
39.5% 38.6% 27.1% 9.5%
32.9% 41.1% 25.6% 9.5%
32.4% 36.8% 24.0% 9.9%
26.4% 35.7% 19.6% 9.5%
23.2% 35.8% 20.6% 10.8%
16.9% 38.5% 22.8% 10.8%
What are the five domestic destinations that you would most like to visit in the upcoming year? (OPEN ENDED)
Most Desired U.S. Destinations — 2016
Destination Excitement IndexTM Beaches Narrowly Top Cities
Las Vegas 20.3%
New York City 19.1%
Orlando/Disney World 13.0%
Florida 9.3%
San Francisco 8.6%
Chicago 8.1%
Washington DC 7.8%
Los Angeles 7.7%
Hawaii 7.0%
Miami 6.6%
San Diego 5.6%
New Orleans 4.9%
Destination Excitement Index(1-100 scale)
# of trips planned in 2016
Citie
sor
U.S. National Parks
Small towns, villages
or62
70 1.571.08
7158
61
64
.53
49
.26Dese
rtd
estin
ations
Theme or Beach destinatio
ns
metr
opolit
anar
eas
rural destinations/attractions
/reso
rts
/resorts
Amusement parks
/reso
rts
Moun
tain
dest
inati
on
s
.48.63
.94
Beach destinations and resorts generate the highest level of overall excitement, yet will be visited less than urban (and even small town/rural) destinations.
Las Vegas 20.3%
New York City 19.1%
Orlando/Disney World 13.0%
Florida 9.3%
San Francisco 8.6%
Chicago 8.1%
Washington DC 7.8%
Los Angeles 7.7%
Hawaii 7.0%
Miami 6.6%
San Diego 5.6%
New Orleans 4.9%
Destination Excitement Index (1-100 scale)
# of trips planned in 2016
Citie
s or
U.S. National Parks Small tow
ns, villages or
62
70 1.571.08
7158
61
64
.53
49
.26 Dese
rt destin
ations
Theme or Beach destinatio
ns
metr
opolit
an a
reas
rural destinations/attractions
/
reso
rts
/resorts
Amusement parks
/reso
rts
Moun
tain
dest
inati
on
s
.48.63
.94
Beach destinations and resorts generate the highest level of overall excitement, yet will be visited less than urban (and even small town/rural) destinations.
Our Destination Excitement IndexTM measures Americans’ collective enthusiasm for different destination types. In this
edition of the survey, “Beach Destinations and Resorts” very narrowly edged “Cities and Metropolitan Areas” as the
place type generating the most excitement this year. On a 100-point scale, beach destinations scored 71, indicting
high levels of eagerness to visit. Urban destinations came in just below at 70. Cities and metropolitan areas, however,
will be visited much more frequently than beach destinations and resorts.The average leisure traveler will visit 1.6
cities this year. 56.0% of American travelers will visit a beach destination in 2016
For a complete list visit
www.destinationanalysts.co
m /SATS/hotlist2016
page 4
Destination Analysts, Inc. | January 2016
Destination Analysts, Inc. | January 2016
page 5
Most Appealing U.S. DestinationsOur survey measures destination appeal for 65 U.S. destinations. America’s most appealing destinations are shown
below, as measured by being rated either an “Appealing” or “Extremely appealing” leisure destination. Hawaii
clearly outpaces the competition, scoring well above other first-tier destinations.
Appeal Vs. Likelihood of VisitingTravelers rate destinations very differently for their appeal, familiarity and interest in visiting. The scatter diagram
below shows many of the 65 destinations tested in our survey ranked by appeal and likelihood of visitation.
Bubble size represents traveler familiarity with the destination as a leisure destination. While the correlation between a
destination’s appeal and traveler likelihood of visiting is obvious, comparing destinations in detail reveals the
complexities of their brand positions. For complete detail visit: www.destinationanalysts.com/SATS/destinationappeal
Metropolitan areas are by far the most popular leisure destination type. 71.6 of American travelers say they will include a metropolitan area on a leisure trip this year.
37 percent of leisure travelers will take a trip that includes a theme or amusement park this year.
78.3 percent of leisure travelers took no foreign adventures last year. On average, the 21.7 percent who did ventured abroad 1.9 times on average.
While only 56.0 percent of Americans expect to visit a beach destination or resort this year, they report the highest levels of excitement about these trips compared to other destination types.
While only one fourth (25%) of American leisure trips involved traveling by plane, 51.2 percent of travelers used an airline last year.
The cruise industry is big business, yet is used by a relatively smaller number of travelers. Only 11 percent of leisure travelers took an overnight cruise last year. The typical cruiser, however, took an average of two such trips.
77.5
%of leisure travelers took more than one
trip30.5% of leisure trips were day
trips
27.3% took five or more
trips
4.4 is the average
num
ber
oftripstaken
Mountain destinations or resorts, while somewhat less frequented, attract a significant share of travelers. 30 percent of leisuire travelers expect to visit a mountain destination or resort this year. Desert destinations or resorts will be visited by about 15 percent of travelers.
West
Southwest
Rocky Mt.
Northeast
Midwest
Southeast
Hawaii
Grand Canyon, NP
New York City
San Francisco
Washington, DC
San Diego
The Florida Gulf Coast
New Orleans
Anaheim/Disneyland
Napa ValleyBoston
Niagara FallsAlaska
MiamiDenver
Lake Tahoe areaTampa
Las VegasOrlando
70%
60%
50%
40%
30%
20%
10%
0%
68.8
%
53.9
%
52.0
%
51.7
%
50.7
%
49.5
%
48.6
%
47.6
%
46.2
%
45.7
%
43.2
%
42.0
%
40.9
%
39.9
%
39.8
%
39.7
%
43.9
%
43.4
%
43.3
%
70%
60%
50%
40%
30%
20%
10%
0%
0% 5% 10% 15% 20% 25% 30% 35%
App
eal r
atin
g ("
App
ealin
g" o
r "E
xtre
mel
y ap
peal
ing"
)
Likely to Visit (Next 3 years)
Large: Top-tier familiarity
Medium: Mid-tier familiarity
Small: Low-tier familiarity
Hawaii
Orlando
Las Vegas
New York CitySan Francisco
Boston
Niagra Falls
Los Angeles
San DiegoAtlanta
New OrleansAnaheim/DIsneyland
Anchorage Alaska
Philadelphia Napa Valley
Minneapolis-St. Paul
Hilton Head IslandSonoma County
Newport Beach
MontereyMemphis
Santa Barbara
Oklahoma City
Bubble placement is approximate. See full data for detail.
St. Louis
BaltimoreKansas City
BransonLouisvilleAlbuquerque Houston Seattle
DallasDenver
Charleston
Savannah
Portland
Tampa
Phoenix Nashville
Chicago
Washington D.C
St.Pete/ Clearwater
Tucson
(% of American leisure travelers rating the destination as “Appealing” or “Extremely appealing” as a place to visit.)
West
Southwest
Rocky Mt.
Northeast
Midwest
Southeast
Hawaii
Grand Canyon, NP
New York City
San Francisco
Washington, DC
San Diego
The Florida Gulf Coast
New Orleans
Anaheim/Disneyland
Napa ValleyBoston
Niagara FallsAlaska
MiamiDenver
Lake Tahoe areaTampa
Las VegasOrlando
70%
60%
50%
40%
30%
20%
10%
0%
68.8
%
53.9
%
52.0
%
51.7
%
50.7
%
49.5
%
48.6
%
47.6
%
46.2
%
45.7
%
43.2
%
42.0
%
40.9
%
39.9
%
39.8
%
39.7
%
43.9
%
43.4
%
43.3
%
70%
60%
50%
40%
30%
20%
10%
0%
0% 5% 10% 15% 20% 25% 30% 35%
App
eal r
atin
g ("
App
ealin
g" o
r "E
xtre
mel
y ap
peal
ing"
)
Likely to Visit (Next 3 years)
Large: Top-tier familiarity
Medium: Mid-tier familiarity
Small: Low-tier familiarity
Hawaii
Orlando
Las Vegas
New York CitySan Francisco
Boston
Niagra Falls
Los Angeles
San DiegoAtlanta
New OrleansAnaheim/DIsneyland
Anchorage Alaska
Philadelphia Napa Valley
Minneapolis-St. Paul
Hilton Head IslandSonoma County
Newport Beach
MontereyMemphis
Santa Barbara
Oklahoma City
Bubble placement is approximate. See full data for detail.
St. Louis
BaltimoreKansas City
BransonLouisvilleAlbuquerque Houston Seattle
DallasDenver
Charleston
Savannah
Portland
Tampa
Phoenix Nashville
Chicago
Washington D.C
St.Pete/ Clearwater
Tucson
Destination Analysts, Inc. | January 2016
page 6
iPad or tablet computer
Travel- related radio program
Resources and Services Used to Plan Leisure Travel In the past 12 months, which of these Internet technologies or services have you used to help
plan your leisure travel? (Select all that apply)
Travel Media & Technology
Q QQ: In the past 12 months, have you used the official WEBSITE of a destination’s local Visitors or Convention Bureau (or Chamber of Commerce), or state or national government travel office to help plan any travel?
Q: At which point in your travel planning did you use the website of a destination’s visitors or convention bureau (or chamber of commerce) or state or national government travel office? (Select all that apply)
YES 36.4%NO 58.5%I Don’t Know 5.1%
Before I had decided to travel to the destination 67.6%After I decided to travel to the destination 44.4%While I was in the destination on my trip 15.4%
20
0
10
30
40
20
0
10
30
40
50
50
27.3%
12.4%
25.7%23.2%
9.4% 9.1%
30.8%
11.1%6.3%8.5% 1.6%
36.4%
49.4%
15.6%
12.3%4.3%
50.0%
18.3%
46.2%
24.9%
14.1%12.3%
15.4%18.4%
15.6%15.4% 12.3%
5.4%
User- generated reviews of hotels
Travel- related e-mail newsletter
User- generated travel reviews of desti- nations
Mapping site
User- generated reviews of restaurants or activities
Online videos
User- generated travel itinerary or blog
Audio file/ podcasts
Used Facebook
Group discount website
Used Twitter
Opinions of friends, colleagues, or relatives
Used Instagram
Travel related programm- ing on TV
Used Periscope
Travel or lifestyle magazine
Became a friend/fan of destination on social media website
Newspaper travel section
Social photo sharing websites
Commercial guidebook
Mobile phone to access travel info
Travel agent
DMO website
Direct mail piece
Social book- marking websites
DMO print publication
59.4% used user-generated content 49.8% used social media for travel planning
50.3% used print resources
DMO Website Use in Travel Planning
Q
Travel- related APP on tablet or mobile device
Travel- related radio program
ONLINE
OFFLINE
By comparison,13.7%of travelers used a digital DMO guide