4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016....

6
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 14 JAN 15 LESS SAME MORE Up from 31.1% last January 30.2% 32.3% 29.2% 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% 60 50 40 30 20 10 JUL 13 JAN 14 JUL 14 JAN 15 LESS SAME MORE 31.1% 32.5% 31.5% 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 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 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-peer logding guests* 44.7% Multigenerational travelers** 31.1% Other leisure travelers Other leisure travelers *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

Transcript of 4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016....

Page 1: 4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016. 29.2%. American destinations can expect high levels of excitement around leisure

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

Page 2: 4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016. 29.2%. American destinations can expect high levels of excitement around leisure

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: 4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016. 29.2%. American destinations can expect high levels of excitement around leisure

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%

Page 4: 4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016. 29.2%. American destinations can expect high levels of excitement around leisure

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

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.

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.com

/SATS/hotlist2016

page 4

Destination Analysts, Inc. | January 2016

Page 5: 4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016. 29.2%. American destinations can expect high levels of excitement around leisure

Destination Analysts, Inc. | January 2016

page 5

Most Appealing U.S. Destinations

Appeal Vs. Likelihood of Visiting

Our 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.

Travelers 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.destinationanalyst.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 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.

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

Page 6: 4.6 4.8 4.8 4.7 4.3 AMERICAN TRAVELER 5 Destinations ......Destinations Poised for Success in 2016. 29.2%. American destinations can expect high levels of excitement around leisure

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