WE INSPIRE PEOPLE TO GO PLACES. 2016, MMGY Global. All rights reserved.

Transcription

1 WE INSPIRE PEOPLE TO GO PLACES 2016, MMGY Global. All rights reserved.

2 THE NEAR-TERM VIEW

3 (n=2,300, every 90 days since Q1, 2007)

4 THE TRAVELER SENTIMENT INDEX ( ) 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 TM

5 THE TRAVELER SENTIMENT INDEX ( ) TM Source: travelhorizons TM

6 LEISURE TRAVEL INTENTIONS Plan to Take at Least One Leisure Trip During the Next Six Months 55% 52% 48% 56% 60% 59% Wave IV 2010 Wave IV 2011 Wave IV 2012 Wave IV 2013 Wave IV 2014 Wave IV 2015 Source: travelhorizons TM

7 GROWING OPTIMISM Very/Extremely Optimistic About: % 2012 % 2013 % 2014 % 2015 Future of my children My future Future of my job Future of my company Future of America Future of the world

8 THE LONGER VIEW

9 The MMGY Global Portrait of American Travelers n = 2,832 U.S. adults (>18 YOA) Annual HHI >$50K 1,200: HHI $125K+ 25 th year

10 MILLENNIALS AND BOOMERS: DIVERGENT MARKET MAKERS ~ 84,000,000 (18-35 YOA) ~ 78,000,000 (50-68 YOA)

11 MILLENNIALS LEADING THE WAY Expected Trips Next Year Versus Last Year Less 18% More 18% Millennials Xers Boomers Matures More Trips Same 64% The Same Fewer Trips Net All Active Travelers

12 MILLENNIALS: ACQUIRING EXPERIENCES 71% Agree: I am more likely to try new things while on vacation. 60% Agree: Taking a vacation is the event to which I look forward most each year.

13 MOTIVATIONS FOR LEISURE TRAVEL Millennials % Xers % Boomers % Matures % Relaxation Get away from home Exploration Experience different cultures Enhance relationships Experience new cuisines Self-discovery Pursue a hobby Meet new people Pursue wellness programs/lifestyles Play/participate in a sport

14 IT S STILL THE ECONOMY

15 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.)

16 MEDIA SOURCES AND TRAVEL DECISIONS 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

17 GENERAL TRAVEL BEHAVIOR

18 SHIFTING LODGING PREFERENCES Accommodations Used on Vacation During Past 12 Months 2013 % 2014 % Hotel/motel Someone else's private residence Resort Cruise ship Inn or bed & breakfast (B&B) Campground Vacation home you rented Vacation condominium you rented A timeshare you own Vacation home you own Timeshare you rented Recreational vehicle (RV) or camper Vacation condominium you own %

19 MULTIGENERATIONAL TRAVEL Are you a grandparent? Yes 21% No 79% Traveled with grandchildren on one or more leisure trips during past 12 months. Yes 32% No 68% Trip included grandchildren s parent(s). Yes 73% No 22%

20 THE AGE OF ENGAGEMENT

21 AN EMERGING CLASS Digital Elite 38% Access Internet from all three devices. Up from 33% in 2013.

22 USAGE OF MOBILE DEVICES Top 15 Travel-Related Activities on Mobile Devices % Smartphone % Tablet Navigate with GPS Find restaurants/shops nearby based on specific criteria Look for ratings or reviews of hotels, restaurants and destinations Share comments/photos/videos about experiences via social media Share comments or photos/videos about travel experiences via Check in through an app to share location with others Comparison shop airfare/hotel rates Scan QR codes in advertising or promotional materials 12 5 Download/use mobile coupons 18 8 Purchase attraction/event tickets View virtual visitor guides for things to do/see in a destination 14 12

23 FROM MARKETS OF MANY, TO MARKETS OF ONE

24 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

25 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

26 SOCIAL MEDIA ENGAGEMENT

27 SOCIAL MEDIA: FOR IDEAS AND INSPIRATION Ranked Influence Of Social Medial Posts From Friends And Family On Destination And Supplier Selection IDEAS/INSPIRATION ADVICE/RATINGS COMPARE FEATURES/PRICES MAKE RESERVATIONS 16 th 13 th 28 th 34 th Out of 39 attributes measured.

28 FOR MORE INFORMATION