the sharing economy - u.s. travel association · campaign results •first dmo to partner this...

The Sharing EconomyThe State of the American Traveler

Erin Francis-Cummings

President and CEO

Destination Analysts, Inc.

Executive Summary (cont.)Destination Metrics by Country:

Current Usage Levels

Traveler Perceptions

Executive Summary (cont.)Destination Metrics by Country: Peer-to-peer Ride Sharing (e.g., Uber, UberX, Lyft) While Traveling

Yes, 19.4%

No, 80.6%

Source: The State of the American Traveler, Destination Analysts, Inc.

Used While Traveling (Part 12 Months)

In the past 12 months, have you used a peer-to-peer ride service like Uber, UberX or Lyft while traveling for leisure?

Executive Summary (cont.)Destination Metrics by Country: Used Peer-to-peer Ride Sharing (Past 12 months)


Generational Perspective

In the past 12 months, have you used a peer-to-peer ride service like Uber, UberX or Lyft while traveling for leisure?

38.9%

21.0%

7.0% 7.4%

0%

10%

20%

30%

40%

50%

Millennial Generation X Baby Boom Pre-BabyBoom

Executive Summary (cont.)Destination Metrics by Country: Peer-to-Peer Bike Share Services


No, 94.1%

Yes, 5.9%

14.1%

5.6%

1.4%0.4%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Millennial GenerationX

Baby Boom Pre-BabyBoom

Generational PerspectiveUsed While Traveling (Part 12 Months)

In the PAST twelve (12) MONTHS, have you used any of these ways of purchasing travel services? Peer-to-peer bike share programs (e.g., spinlister.com)

Executive Summary (cont.)Destination Metrics by Country: Used Peer-to-peer Lodging Services


12.7% 12.7% 12.5%

0%

2%

4%

6%

8%

10%

12%

14%

JAN 2015 JAN 2016 JULY 2016

Yes, 12.5%

No, 87.5%

In the past 12 months, have you used any PEER-TO-PEER LODGING WEBSITE (e.g., Airbnb and VRBO) to book any leisure accommodations?

Recent Data PointsUsed While Traveling (Part 12 Months)

Executive Summary (cont.)Destination Metrics by Country: Used Peer-to-Peer Lodging (Past 12 months)


26.3%

15.8%

6.7%

2.7%

0%

5%

10%

15%

20%

25%

30%

Millennial Generation X Baby Boom Pre-Baby Boom

Generational Perspective

In the past 12 months, have you used any PEER-TO-PEER LODGING WEBSITE (e.g., Airbnb and VRBO) to book any leisure accommodations?

Executive Summary (cont.)Destination Metrics by Country: Likelihood of Use (Next 12 Months)


In the NEXT TWELVE (12) MONTHS, how likely are you to stay in peer-to-peer lodging (e.g., using AirBnB, VRBO, etc.) while on a leisure trip?

40.9%

17.7%

22.6%

10.5%

8.3%

0% 10% 20% 30% 40% 50%

Very unlikely

Unlikely

Neutral - Neither likely norunlikely

Likely

Very likely

18.8%

Executive Summary (cont.)Destination Metrics by Country: International Visitors: Peer-to-Peer Lodging

Source: The State of the International Traveler, Destination Analysts, Inc.

If you were planning an international leisure trip, which of the following ONLINE RESOURCES would you likely use to plan your trip?

11.1%

3.0%4.8%

8.1%8.4%8.6%

9.6%10.5%

11.5%13.1%13.7%

16.9%17.4%

23.0%

0% 5% 10% 15% 20% 25%

Japan

South Korea

Australia

Canada

Mexico

Italy

Argentina

Likely to Use on an International Trip

Executive Summary (cont.)Destination Metrics by Country: Substitute Goods

"Substitute good" is a

product that a consumer

sees as the same or

similar to another product.

Executive Summary (cont.)Destination Metrics by Country: Why Peer-to-Peer Lodging?


2.4%

4.8%

13.6%

16.8%

18.0%

27.6%

27.6%

28.4%

34.0%

38.0%

49.2%

0% 10% 20% 30% 40% 50% 60%

None of these

Prefers destinations that don’t have a lot of …

Prefers neighborhoods without hotels

Prefers not to stay in hotels

Easier to meet people

It feels more like I live there

It's more comfortable for my travel…

Quieter / More relaxing

Prefers the ambiance of a home

Prefer to have a kitchen

Cheaper more affordable

Why do you use peer-to-peer lodging properties (i.e., using AirBnB.com, VRBO, HomeAway, etc.)?

Please think about the MOST

RECENT DESTINATION

where you stayed in a peer-

to-peer lodging property .

Now imagine that this peer-

to-peer lodging was not

available in the destination. In

this case, where would you

have most likely stayed?

Executive Summary (cont.)Destination Metrics by Country: What if Peer-to-Peer Lodging was Unavailable?


2.8%

3.6%

7.6%

16.4%

69.6%

0% 20% 40% 60% 80%

None of these - I would nothave visited the destination

Other

Home of a friend or relative

Hotel, motel or inn elsewhere

Hotel, motel or inn in thedestination

42.1%

14.3%

23.3%

5.9%

6.0%

5.7%

2.7%

0% 10% 20% 30% 40% 50%

Completely disagree

Mostly disagree

Slightly disagree

Neutral

Slightly agree

Mostly agree

Completely agree

Executive Summary (cont.)Destination Metrics by Country: Generally Prefer Peer-to-Peer Lodging (Over Hotels)


I generally prefer using peer-to-peer lodging services (e.g., AirBnB) over staying in hotels

14.4%

25.5%

10.5%

34.8%

5.9%

13.2%

6.8%

3.3%

0% 10% 20% 30% 40%

Completely disagree

Mostly disagree

Slightly disagree

Neutral

Slightly agree

Mostly agree

Completely agree

Executive Summary (cont.)Destination Metrics by Country: Think Peer-to-Peer Lodging is “Cool”


Using peer-to-peer lodging (e.g., AirBnB) is cool

23.3%

14.1%

8.4%

18.2%

7.5%

9.0%

14.2%

28.6%

0% 10% 20% 30% 40%

Completely disagree

Mostly disagree

Slightly disagree

Neutral

Slightly agree

Mostly agree

Completely agree

Executive Summary (cont.)Destination Metrics by Country: Interested in Renting Own Space


I am interested in renting all or part of my own home to travelers to make money.

51.7%

Airbnb +DMOs

The OutIslands of theBahamas

• Promotedexistinglistof villas andB&BsonAirbnb

Brazil

• Added4,000bedsin2 weeks

Denmark

• Hosteducation

London

• Cultural tourismstudy

Glasgow

• Branding thecity

TelAviv

• Promotingthecity’sdiverse neighborhoods

San Francisco

• Promotingouter neighborhoods

Brooklyn

• NeighborhoodTourism Initiative

CAMPAIGN GOALS

INSPIRE TRAVEL TOST. PETE/CLEARWATER

Annual Winter Marketing Blitz (Chicago, NYC, Boston)

Uber Campaign

ATTACH OUR BRAND TO A LARGER BRAND

Uber Campaign

APP INTERACTION

CAMPAIGN RESULTS

• First DMO to partner this extensively with Uber in U.S.

• Most successful Uber Chicago promotion ever.

• 60K+ mobile messages

• 13.5K+ promo codes applied (more than 20%)

• 6K+ trips totaling $60K+ in free rides

SOCIAL ENGAGEMENT

7+ million impressions

MEDIA COVERAGE

200+ million impressions

TAKEAWAYS

• Just because it’s not in the plan don’t freak out.

•Be flexible on original idea. Very siloed. From 3 cities to 1.

• Push the bigger brand to deliver more value.

• Can’t control everything… New Uber brand launch.

• Set aside more money for success.

the sharing economy - u.s. travel association · campaign results •first dmo to partner this...

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