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TRANSCRIPT
UPCOMING WEBINAR:
The Positive Travel Outlook
Content that Moves People to Travel
The Mobile Traveler of 2015
Practical Takeaways for your Marketing
March 5 2015
CONTENT & MOBILE
Miles & Destination Analysts. March 5th, 2015
Traveler
State of the American
Greetings
Chris Adams+1 303 842 [email protected]
Social: KiwiColorado
Erin Francis - Cummings
+1 415 716 [email protected]
Social: erincummings31
In Association with
IN ASSOCIATION WITH:
Tourism and Sports - Get in the Game
Southeast Tourism Society &
Southeast Chapter, Travel Tourism Research Association
Spring Symposium 2015
March 30 - April 1, 2015 Charlotte, North Carolina
http://www.southeasttourism.org/Meetings/Spring-Symposium
Upcoming Event
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A Question & Answer Session will be held at the end of today’s session
Today’s webinar is being recorded and
HOW TO PARTICIPATE IN TODAY’S WEBINAR
1. Research: Travel Intention
2. Research: Content that Moves
3. Research: The Mobile Traveler
4. 3x Takeaways & Examples
Agenda
“The SmartPhone is
the defining Technology of
our Age”
THE ECONOMIST FEB. 28TH 2015
12,000xIncrease in Mobile Data Speeds Since 2005
99.6%In the last 10 years the average cost of 1 MB of mobile data has declined from $8 to a few cents
Research Findings
The State of the American Traveler
Summary of Latest Findings
RESEARCH OVERVIEW
• Online survey conducted bi-annually since 2006
• Survey invitation sent to a nationally
representative sample of US adults
• Total sample of 2,000+ American leisure
travelers
• Examines traveler sentiment, motivations &
behaviors
• January 2015
The State of the
American Traveler
TRAVEL SENTIMENT
Q: How are American Travelers
feeling about travel right now?
A: Optimism and positivity
continues
2008
$2.91 $3.05
$2.26
$2.99
33.0%
40.7%
33.7% 37.3%
Source: State of the American Traveler Survey, Destination Analysts, Inc.
Plans to travel more for leisure in next 12 months
International Visitor Spending in 2014
$222 BILLION
International Visitor Spending in 2014
$222 BILLION
TOP
INTERNATIONAL
FEEDER
MARKETS:
CURRENCY
AGAINST THE US
DOLLAR
The State of the
American Traveler
CONTENT DESIRES, CONSUMPTION BEHAVIORS
& PREFERENCES
Content that Drives
Destination Decision
Content that Drives
Destination Decision
Where Will I Sleep?
What Will I Eat?
Will I Be Safe?
What Will I See & Do?
Content Preferences: Millennials vs Boomers
Historical Attractions 19.8% 35.6%
Entertainment/Events/Shows 33.0% 24.0%
Off-the-Beaten-Path Attractions 10.0% 19.3%
Ideas for Adventurous Travel 16.2% 5.0%
Peer to Peer Resources: Millennials vs Boomers
DECIDING WHERE TO GO—FIRST ACTIONS
Millennials:
1. Perform
Searches on
Search
Engines
2. Talk
to/Text/Email
People I Know
3. Watch Videos
Online
GenX:
1. Perform Searches on Search Engines
2. Talk to/Text/Email People I Know
3. Read Articles
Baby Boomers:
1. Perform Searches on Search Engines
2. Research Pricing
3. Talk to/Text/Email People I Know
The State of the
American Traveler
THE MOBILETRAVEL PLANNER
QUESTIONS –
COMMENTS?
USE THE
QUESTION BOX
#3 Key Takeaways
THE M MOMENT
> 50% of Users are on
SmartPhones or Tablet
THE M MOMENT – TENNESSEE STATE TOURISM
THE M MOMENT – AUCKLAND, NEW ZEALAND
Mobile Centric ContentKEY TAKEAWAYS #1
Mobile Centric ContentKEY TAKEAWAYS #1
Cuisine CountsKEY TAKEAWAYS #2
Cuisine CountsKEY TAKEAWAYS #3
Cuisine AmbassadorsKEY TAKEAWAYS #2
Content Starts Conversations
KEY TAKEAWAYS #3
Content Starts Conversations
KEY TAKEAWAYS #3
1. Market of Opportunity: Positive Outlook
2. Gas Prices Provide a Historical Opportunity
3. Life Beyond the ‘M Moment’
4. Mobile Centric Content
5. Content Starts Conversations
6. Cuisine & other inspirational content types
Summary
RESEARCH, BLOGS & WHITE PAPER @ WWW.MILESPARTNERSHIP.COM
EXPANDED WHITE PAPER LIBRARY
QUESTIONS –
COMMENTS?
USE THE
QUESTION BOX
Thank You
• Chris Adams
• +1 303 842 3394• [email protected]
• Social: KiwiColorado
• Erin Francis - Cummings
• +1 415 716 7983• [email protected]
• Social: erincummings31