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THE STATE OF THE AMERICAN TRAVELER:
MOBILE EDITION
NOVEMBER 8, 2018
With You
Chris AdamsHead of Research and Insights
Miles Partnership
David ReichbachDirector of Analytics and Data Security
Destination Analysts
Guest Presenter
Steven PaganelliHead of Destination Marketing
TripAdvisor
The State of the American Traveler: Mobile Edition
Research, slides and other resources will be available at
www.milespartnership.com/SAT
www.destinationanalysts.com
Thanks to:
DMA West Tech Summit & Vendor Showcase
March 20-22, 2019
Hyatt Regency Albuquerque
Visit Albuquerque | www.visitalbuquerque.org
Featured Presentation
Destination Analysts staff will present the findings
of the DMA West Foundation’s soon-to-be completed research study:
“Measuring Visitor Conversion from DMO Social Media Investment + Traveler Profiles
of DMO Social Media Audiences.”
Nineteen (19) western DMOs are participating in this research study. The combined (blind) findings will produce industry averages on DMO social media marketing impact and performance. This research will also gather important insights into DMO social media audiences, which deepen the industry’s understanding of these traveler profiles and their content desires.
Upcoming Events
December 5-6, 2018Open to any/all DMO’s outside of Georgia
Buford, Georgia (North Atlanta)
March 19-21, 2019STS’s Annual ConferenceDaytona Beach, Florida
For more details, visit SoutheastTourism.org
How to participate
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1. Research: American Traveler Sentiment
2. Research: The Mobile Travel Planner
3. Spotlight: Insights from TripAdvisor
4. Additional Research & ResourcesAgenda
THE STATE OF THE AMERICAN TRAVELER
MOBILE EDITION
About The State of the American Traveler
o Online survey conducted since 2006
o Survey invitation sent to a nationally representative
sample of US adults
o Total sample of 2,000 American leisure travelers
o Examines traveler sentiment, motivations &
behaviors
o Conducted quarterly
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2018
American Traveler
SentimentOctober 2017
Current Leisure Travel OptimismTrips & Spending (Next 12 Months)
36.0%34.9%
38.9%
35.2%
30.2%
32.9%
27.1%25.6%
24.0%
19.6%20.6%
22.8%
19.3%
22.2%21.0%
19.6%
21.5%19.8% 20.1% 20.8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Summer2010
Winter2011
Summer2011
Winter2012
Summer2012
Winter2013
Summer2013
Winter2014
Summer2014
Winter2015
Summer2015
Winter2016
Summer2016
Fall 2016 January2017
Summer2017
Fall 2017 Winter2018
Summer2018
Fall 2018
Impediments to Travel: Airfare is Too Expensive
Percent of Leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017
40.7%39.3%
53.6%
45.9% 46.6%
40.7%39.5%
32.9% 32.4%
26.4%
23.2%
16.9%
13.0%14.3%
15.6%
12.7%
17.6%
14.9%
19.3%18.0%
0%
10%
20%
30%
40%
50%
60%
Summer2010
Winter2011
Summer2011
Winter2012
Summer2012
Winter2013
Summer2013
Winter2014
Summer2014
Winter2015
Summer2015
Winter2016
Summer2016
Fall 2016 January2017
Summer2017
Fall 2017 Winter2018
Summer2018
Fall 2018
Impediments to Travel: Gasoline Prices
Percent of Leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017
55.9%54.6%
48.9% 49.1%47.6%
40.9%
38.6%
41.1%
36.8%35.7% 35.8%
38.5%
36.3%37.4% 37.6%
40.6%
44.0%
35.7%
39.6%
36.9%
0%
10%
20%
30%
40%
50%
60%
Summer2010
Winter2011
Summer2011
Winter2012
Summer2012
Winter2013
Summer2013
Winter2014
Summer2014
Winter2015
Summer2015
Winter2016
Summer2016
Fall 2016 January2017
Summer2017
Fall 2017 Winter2018
Summer2018
Fall 2018
Impediments to Travel: Personal Finances
Percent of Leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc. Fall 2017
2015 2016 2017
94.0% 94.2% 95.8%
Executive Summary (cont.)Mobile vs. Desktop Planning
Source: The State of the American Traveler, Destination Analysts, Inc.
Question: What percent of
your leisure travel planning
is typically done using each
of the following before (and
after) leaving for your trip?
Planning Leisure Travel
Executive Summary (cont.)Ease of Using Mobile Phone: Travel Research
Source: The State of the American Traveler, Destination Analysts, Inc.
Question: Please think
exclusively about researching
your travels PRIOR TO
TRAVELING OR PURCHASING
a travel product. In your
experience, how easy is using
your mobile phone to research
and find travel information?
5.1%
11.0%
24.5%
28.3%
31.2%
0% 10% 20% 30% 40%
Very difficult
Difficult
Neutral
Easy
Very easy
Executive Summary (cont.)Ease of Using Mobile Phone: Booking Travel
Source: The State of the American Traveler, Destination Analysts, Inc.
Question: Please think
exclusively about MAKING
TRAVEL PURCHASES
using your mobile phone. In
general, how easy do you
find using your mobile phone
to purchase or book travel
products and services
(hotels, flights, etc.)?
6.5%
11.9%
28.7%
25.9%
27.1%
0% 10% 20% 30% 40%
Very difficult
Difficult
Neutral
Easy
Very easy
Executive Summary (cont.)Mobile Phones: Resources Used Before Traveling
Source: The State of the American Traveler, Destination Analysts, Inc.
Question: Please think about
the last time you used a mobile
phone to plan a leisure trip.
BEFORE actually booking your
travel, which of the following
resources did you use (on your
mobile phone) to plan your trip? 29.6%
1.7%
11.8%
15.2%
19.2%
22.0%
22.5%
25.4%
25.7%
29.3%
31.1%
33.0%
35.3%
37.7%
0% 10% 20% 30% 40% 50% 60%
NONE OF THESE
Not sure/Don’t know
Festivals and special events info
Articles/Itineraries – reading …
User-generated content
Video – watching online video
Social media content
Activities or attractions info
Deals or special offers
Restaurant/Dining info
Photos – viewing online photos
Maps
Prices
Hotel information
Executive Summary (cont.)Mobile Phones: Resources Used While Traveling
Source: The State of the American Traveler, Destination Analysts, Inc.
Question: Please think about
the trip where you last used a
mobile phone to plan a leisure
trip.
WHILE traveling WITHIN YOUR
DESTINATION (City, Region,
State), which of the following
resources did you use (on your
mobile phone) to plan your trip?
25.3%
1.3%
11.5%
12.7%
13.8%
17.1%
20.0%
23.3%
24.1%
26.5%
26.8%
27.4%
36.8%
40.4%
0% 20% 40% 60%
NONE OF THESE
Not sure/Don’t know
Articles/Itineraries – reading editorial
Festivals and special events info
User-generated content
Video – watching online video
Social media content
Photos – viewing online photos
Deals or special offers
Hotel information
Activities or attractions info
Prices
Restaurant/Dining info
Maps
Executive Summary (cont.)Researching & Mobile Phones
Source: The State of the American Traveler, Destination Analysts, Inc.
Question: While planning a
leisure trip the PAST
TWELVE (12) MONTHS,
which of the following have
you researched using your
mobile phone?
25.1%
7.3%
11.0%
11.4%
11.9%
19.9%
23.0%
35.5%
41.0%
47.5%
50.4%
0% 20% 40% 60%
NONE OF THESE
Tours (unguided)
Tours (guided)
Cruise information
Peer-to-peer lodging (e.g., AirBnB)
Travel packages
Concerts, sporting events,…
Airlines or airfares
Attractions
Hotel or motels
Restaurants
Executive Summary (cont.)Purchasing & Mobile Phones
Source: The State of the American Traveler, Destination Analysts, Inc.
Question: Now, please think
about purchases made with
your mobile phone. In the
PAST TWELVE (12)
MONTHS, which of the
following have you
purchased using your mobile
phone? 49.1%
3.5%
4.2%
7.3%
8.4%
16.3%
17.5%
18.1%
22.4%
28.3%
0% 10% 20% 30% 40% 50%
NONE OF THESE
Tours (guided)
Cruise fares/tickets
Peer-to-peer lodging (e.g., AirBnB)
Travel packages
Concerts, sporting events, festivals tickets
Airlines or airfares
Attraction tickets
Restaurant bill
Hotel or motels stays
Destination Analysts’
Mobile Addiction
Test
• Scored on 6 questions on:
• Behaviors and emotions
regarding mobile phones
• Based on standard addiction self-
assessment test methodologies
• Each respondent scored from 1 to
100
• Measured four times:
• January 2015
• October 2016
• October 2017
• October 2018
Very Likely LikelySomewhat
LikelyUnlikely
Very
Unlikely
THANK YOU!
SPOTLIGHT SEGMENT
THE NEW TRIPADVISOR
Presenter: Steven Paganelli, CDME
Mobile First
The New TripAdvisor:Mobile FirstSteven Paganelli, CDME
AND THE MOBILE MIGRATION
TRIPADVISOR
“By 2021, mobile will representnearly half of all digital travel sales.”
eMarketer
Source: eMarketer, June 2017
42
The Rise & Fall of Desktop/Tablet
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Desktop Mobile Tablet
2015 2016 2017 2018
On TripAdvisor
43
Platform Usage by Country
0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00%
South Korea
China
Canada
Germany
Japan
Spain
United Kingdom
Desktop
Mobile
Tablet
44Source: Jumpshot
Mobile Travel SpaceUS Market
Airbnb 9.3
Trivago 6.6
-
10,000
20,000
30,000
40,000
50,000
Q1
201
7
Q2 2
017
Q3
201
7
Q4
201
7
Q1
201
8
Q2
201
8
Q3
201
8
Q1
201
7
Q2
201
7
Q3
201
7
Q4
201
7
Q1
201
8
Q2
201
8
Q3
201
8
Q1
201
7
Q2
201
7
Q3
201
7
Q4
201
7
Q1
201
8
Q2
201
8
Q3
201
8
Monthly Average Mobile Unique VisitorsQ1 2017 – Q3 2018
Hotel Suppliers OTAs Meta & Vacation Rentals
Marriott 8.1
Hilton 7.1
IHG 4.5
Expedia 18.0
B.com 14.1
H.com 9.2
Priceline 9.2
Hotwire 3.0
TripAdvisor 44.4
• Destinations steadily increasing ratio of mobile investments
• Americas slightly outpacing non-Americas DMOs
• Americas Destinations on-track to top 40%+ in 2019
Rising Investments on Mobile
45
The Trend Among DMOs
Rising Investments on Mobile
46
The Trend Among DMOs
4%
10%
18%
22%
5%
14%
20%
26%
0%
5%
10%
15%
20%
25%
30%
2015 2016 2017 2018
Global DMOs Americas DMOs
Company Confidential 47
INTRODUCING:
A NEW WAY FOR COMMUNITIES AND TRAVELERS TO CONNECT AND SHARE THE WORLD AROUND THEM
YOUR TRIPADVISOR
Company Confidential 48
The Changing Needs of
Our Global Community
Anonymous advice...
Writing reviews...
Reviewing individual places...
Searching and digging...
Researching and planning...
One size fits all...
From: To Also:
Personal connections & recommendations
Expressing myself with photos & videos
Sharing my collective travel story
Assistance in finding just what I want
Exploration and discovery
Personalized experience
Evolving to Meet Consumer Needs
● New homepage: Combines industry-leading
review content with relevant, useful advice
from each member’s handpicked community
● Travel feed: Machine learning personalizes
each traveler’s feed based on the friends,
experts and influencers they follow
● Enhanced consumer experience:
Designed to power the travel community so
each member can connect, share and find
exactly what they need to make the right
choices for them
The World’s Largest Travel Site is Becoming the
World’s Most Personalized & Connected Travel Community
● Brand Profile: Establish your profile and
start building your community of travelers
● Use New Engagement Tools: Like posts
from others, follow other brands and
influencers, and repost content from
other partners
● Create & Tag Content: Share branded
content with your audience and tag it to your
properties as appropriate to increase
visibility to the community
● Direct Messaging: Similar to “Questions &
Answers” – start communicating with
travelers and driving deeper loyalty and
engagement
New Features of the Travel Feed
Company Confidential 53
Beta UpdateBy the Numbers
Employees
2.3KPublishers &
Brands
76Users
1.5K
Photos
30KReviews
10KTrips
1.3KArticles
5KVideos
1.3K
Influencers
900DMOs
31
Company Confidential
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015 Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. May 2015
Visit TripAdvisor Insights for TripAdvisor Tools and Best Practices
55
@TripAdvisorB2B
TripAdvisor.com/Insight
s
Get Started: Build Your Profile
Get Started: Follow Others & Build YOUR Following
Grow your community:
Follow other experts and trusted
travel brands
Follow other influencers that matter
to your brand/you
Grow your community by engaging
with regular travelers or diners
Get Started: Share Great Content
Video Link Posts Photos
● Management Center: This continues to be the
place to manage your TripAdvisor listings
● Review & Photo Moderation: These will
continue to be moderated prior to posting on
individual listing pages
● Notifications: Review & Photo notifications
will continue; Future Phase will include
notifications for new content types
● Responses: Question & Answers,
Management Responses and Review / Photo
Reporting remain the same; Direct Messaging
now more prominent
● Content Policies: All content must meet
TripAdvisor policies and can be reported if it
does not
What is Not Changing
We’re the World’s Largest
Travel Community
455
MILLIONUNIQUE MONTHLY USERS
600
MILLIONREVIEWS & OPINIONS
310+ NEW
CONTRIBUTIONSPOSTED EVERY MINUTE
455+
MILLIONAPP DOWNLOADS
49 MARKETS
28 LANGUAGESACROSS THE GLOBE
Q&A
The State of the American Traveler: Mobile Edition
Research, slides and other resources will be available at
www.milespartnership.com/SAT
www.destinationanalysts.com
Upcoming Webinar- Wednesday, December 12, 2pm EST
“Seven for Nineteen”Trends, Challenges and Opportunities for Destination and Tourism Marketers in 2019
• The webinar will highlight seven major trends, challenges and opportunities for destination and tourism marketers to watch for in 2019. Phocuswright’sDouglas Quinby and Alice Jong will join Miles’ Chris Adams to distill these trends, their impact and what it all means for your organization.
• Register at www.milespartnership.com/7for19
Google DMO Partnership Program
www.milespartnership.com/GoogleDMOProgram
Industry Participation
New White Paper: Cooperative Marketing for Destinations
New Blog Post: 6 Building Blocks of Successful Industry Participation Programs & Coops
Available now at
www.milespartnership.com/how-we-think
THE STATE OF THE AMERICAN TRAVELER:
MOBILE EDITION
NOVEMBER 8, 2018
THANK YOU!