WE INSPIRE PEOPLE TO GO PLACES

WE INSPIRE PEOPLE
TO GO PLACES
©2016, MMGY Global. All rights reserved.
THE
NEAR-TERM VIEW
(n=2,300, every 90 days since Q1, 2007)
THE TRAVELER SENTIMENT INDEX
TM
(2007-2016)
 On-going measurement of six predictive variables:






Interest in travel
Time available for travel
Personal finances available for travel
Affordability of travel
Expected quality of travel services
Safety of travel
Source: travelhorizonsTM
2/2016
10/2015
7/2015
4/2015
2/2015
10/2014
7/2014
4/2014
2/2014
10/2013
7/2013
4/2013
2/2013
10/2012
7/2012
4/2012
2/2012
10/2011
7/2011
4/2011
2/2011
10/2010
7/2010
4/2010
2/2010
10/2009
7/2009
4/2009
2/2009
10/2008
7/2008
4/2008
2/2008
12/2007
10/2007
8/2007
6/2007
4/2007
3/2007
THE TRAVELER SENTIMENT INDEX
TM
(2007 – 2016)
120
120
110
100
90
80
70
LEISURE TRAVEL INTENTIONS
Plan to Take at Least One Leisure Trip During the Next Six Months
56%
59%
64%
56%
57%
68%
63%
Wave I 2010 Wave I 2011 Wave I 2012 Wave I 2013 Wave I 2014 Wave I 2015 Wave I 2016
Source: travelhorizonsTM
BUSINESS TRAVEL INTENTIONS
Plan to Take at Least One Business Trip During the Next Six Months
32%
15%
16%
20%
34%
23%
15%
Wave I 2010 Wave I 2011 Wave I 2012 Wave I 2013 Wave I 2014 Wave I 2015 Wave I 2016
Source: travelhorizonsTM
THE
LONGER VIEW
The MMGY Global
Portrait of American Travelers™
 n = 2,832
 U.S. adults (>18 YOA)
 Annual HHI >$50K
 1,200: HHI $125K+
 25th year
MILLENNIALS AND BOOMERS:
DIVERGENT MARKET MAKERS
~ 84,000,000
~ 78,000,000
(18-35 YOA)
(50-68 YOA)
MILLENNIALS LEADING THE WAY
Expected Trips Next Year Versus Last Year
Less
18%
More
18%
Same
64%
All Active Travelers
Millennials
Xers
Boomers
Matures
More Trips
24
15
17
18
The Same
62
64
65
61
Fewer Trips
14
21
18
21
Net ∆
+10
-6
-1
-3
MOTIVATIONS FOR LEISURE TRAVEL
Millennials
%
Xers
%
Boomers
%
Matures
%
Relaxation
78
75
76
61
Get away from home
73
75
70
49
Exploration
70
61
58
56
Experience different cultures
68
54
53
51
Enhance relationships
63
56
51
33
Experience new cuisines
59
53
46
43
Self-discovery
52
38
37
24
Pursue a hobby
48
36
28
20
Meet new people
43
32
30
40
Pursue wellness programs/lifestyles
47
30
26
23
Play/participate in a sport
40
25
16
14
IT’S STILL
THE ECONOMY
MORE DISCERNING CONSUMERS
53
%
Agree
“Although the recession is over,
I still don’t feel or act like it is.”
(Down from 61% in July 2012.)
MEDIA SOURCES AND TRAVEL DECISIONS
1
2
3
4
IDEAS/INSPIRATION
ADVICE/RATINGS
COMPARE
FEATURES/PRICING
MAKING
RESERVATIONS
Family/friends
39%
Travel review websites
34%
Search engines
39%
Travel service
provider websites
24%
Search engines
35%
Family/friends
34%
Hotel/resort
promotions
34%
Search engines
20%
Magazine articles
31%
Search engines
33%
Airline promotions
34%
OTAs
16%
Destination websites
31%
Travel service
provider websites
24%
Travel service
provider websites
33%
Hotel/resort
promotions
15%
Printed visitor guides
31%
Online visitor guides
22%
OTAs
26%
Destination websites
14%
Source: 2015 MMGY Global Portrait of American Travelers ®
GENERAL
TRAVEL BEHAVIOR
% OF U.S. LEISURE TRAVELERS
INTERESTED IN VISITING
NORTH CAROLINA?
14%
Up from 13% in 2013.
South Carolina – 15%
Virginia – 12%
INTERESTED IN VISITING
NORTH CAROLINA
BY GENERATIONAL GROUP
Millennials
18-34
12%
Gen Xers Boomers
35-48
49-67
15%
15%
Matures
68+
15%
INTERESTED IN VISITING
NORTH CAROLINA
BY ANNUAL HOUSEHOLD INCOME
$50-$124K
$124-249K
>$250K
15%
10%
15%
INTERESTED IN VISITING
NORTH CAROLINA
Interested
Not
Interested
Vacation with spouse/other adult w/o children
64%
59%
Used personal automobile
80%
68%
Took a “celebration vacation”
62%
55%
Cited “relaxation” as #1 reason for vacation
86%
79%
Cited “exploration” as #2 reason for vacation
80%
68%
“Beautiful scenery” most important attribute
96%
87%
Environmentally conscious
83%
75%
Have smart phone
77%
67%
Downloaded destination mobile app
38%
30%
Profile posted on Facebook
96%
88%
Vacation/Personal Attribute
THE AGE
OF ENGAGEMENT
AN EMERGING CLASS
“Digital Elite”
38%
Access
Internet
from all
three
devices.
Up from 33% in 2013.
USAGE OF MOBILE DEVICES
%
%
Smartphone
Tablet
Navigate with GPS
54
16
Find restaurants/shops nearby based on specific criteria
44
31
Look for ratings or reviews of hotels, restaurants and destinations
31
27
Share comments/photos/videos about experiences via social media
28
14
Share comments or photos/videos about travel experiences via email
25
16
Check in through an app to share location with others
20
11
Comparison shop airfare/hotel rates
20
30
Scan QR codes in advertising or promotional materials
12
5
Download/use mobile coupons
18
8
Purchase attraction/event tickets
16
15
View virtual visitor guides for things to do/see in a destination
14
12
Top 15 Travel-Related Activities on Mobile Devices
FROM MARKETS OF MANY,
TO MARKETS OF ONE
THE EMPOWERED TRAVELER
 Everyone is different from everyone else
 Travelers now empowered by greater information access
 Almost endless permutations for digital decision-making
 Increasingly make choices based on personalized interests
PERSONALIZATION
 The greatest opportunity to drive incremental revenue
and visitor satisfaction
 While planning
 Prior to arrival
 While visiting
 Post-departure
 The case for Big Data
SOCIAL MEDIA
ENGAGEMENT
SOCIAL “STATUS”
Agree:
“I show my vacation photos on
social media to make my
friends/family jealous.”
Millennials
18-34
44%
Gen Xers Boomers
35-48
49-67
27%
13%
Matures
68+
8%
SOCIAL MEDIA:
FOR IDEAS AND
INSPIRATION
Ranked Influence Of Social Medial Posts From Friends And Family
On Destination And Supplier Selection
IDEAS/INSPIRATION
16th
•ADVICE/RATINGS
13th
COMPARE
MAKE
FEATURES/PRICES
RESERVATIONS
28th
Out of 39 attributes measured.
34th
FOR
MORE INFORMATION
Research@mmgyglobal.com