are we there yet? road trips reinvented! · travel usa® • largest ongoing study of american...

Are We There Yet? Road Trips Reinvented!Fresh research & insights on marketing to US Road Trips Travelers

Are We There Yet?

Amir Eylon, President & Partner, Longwoods International

Chris Adams, Head of Research & Insights, Miles Partnership

Cathy Ritter, State Tourism Director, Colorado Tourism Office

Jeremy Harvey, VP – Marketing & Communications, Visit Savannah

Road Trips Reinvented!

Topics for Today

Longwoods Research Summary

Marketing Lessons

Colorado Case Study

Savannah Case Study


Are We There Yet?

http:milespartnership.gallery/USRoadTrips

RESOURCES:Presentation Slides

Road Trips Summary & Infographic

140+ Page Research Report

RESEARCH SUMMARYRoad Trips Reinvented!Fresh research & insights on marketing to US Road Trips Travelers

Longwoods International

Established in o 1978 as

consultancy-focused

research company

Tourism since o 1985

Travel USA ® since o

1990

Happy o 40th Birthday!!!

Methodology (short version):

Travel USA®

• Largest ongoing study of American

travelers

• Quarterly random samples of U.S. adult

population

• Consumer online panel

• Profiles of representative sample of

300,000+ overnight and day trips each

year

• Overview survey, then a custom follow-up

After Looking Back 20 Years…We Saw Five Key Takeaways:

1. Road Trips are a Hidden Gem!

Total Size of Road Trip Segment in 2017

Total Overnight Road Trips = 136 Million

Children 28 Million

20%Adults 108 Million

80%

Total Spending on Road Trips in 2017 —by Sector

Accommodations34%

Eating/Drinking20%

Retail11%

Recreation10%

Transportation at Destination

8%

Transportation to/from

Destination17%

Total Spending = $50.1 Billion

2. Road Trips are a Growing Market!

Road Trip Segment

7 77

8 88

8 87 7 7 7 7 8 7 7

88

99

9

0

5

10

`97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17

Perc

ent

Base: Overnight Trips

Regional Destination of Trip

0 10 20 30

South Atlantic

Pacific

Mountain

MidAtlantic

East North Central

East South Central

West South Central

New England

West North Central

Percent

Road Trip Leisure Norm

Base: Overnight Person-Trips

Regional Destination of Trip-1997 v. 2017


0 10 20 30

South Atlantic

Pacific

Mountain

MidAtlantic

East North Central

East South Central

West South Central

New England

West North Central

Percent2017 1997

3. Road Trippers are Valuable!

Average Per Party Expenditures — By Sector

$370

$218$180

$88$125 $110

$246

$171 $164

$70 $99 $98

0

100

200

300

400

Lodging Restaurant Food& Beverage

Transportationto/from

Destination

Transportation atDestination

Retail Purchases Recreation/Sightseeing/

Entertainment

Do

llars

Road Trips Leisure Norm

Road Trip Total Per Party = $ 1,090

Leisure Norm Total Per Party = $ 849

Past Visitation to DestinationBase: Overnight Person-Trips

0 20 40 60 80 100

Ever

Past Year

Percent

AccommodationsBase: Overnight Person-Trips

0 10 20 30

Other HotelMotel

Resort hotelBed & Breakfast

Rented Home/Condo/ApartmentHome of Friend/Relative

Time Share Rented Cottage/Cabin

Campground/Trailer Park/RV ParkCountry Inn/Lodge

Own Home/Condo/Apt/2nd Home Boat/Cruise Ship

Other

Percent


Any Commercial Lodging

Road Trip = 78%

Leisure Norm = 54%

4. Road Trippers are Unique!

Length of Trip PlanningBase: Overnight Person-Trips

0 20 40

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything in advance

Percent


Trip Planning Information SourcesBase: Overnight Person-Trips

0 5 10 15 20 25

Destination websitesOnline travel agencies

Hotel or resortAdvice from relatives or friends

Social MediaTravel company websitesTravel guide/other books

Auto club/AAAVisitors' bureau/gov tourism office

Lodging sharing websites

Percent


Method of BookingBase: Overnight Person-Trips

0 10 20 30

Hotel or resortOnline travel agencies

Travel company websitesAirline/commercial carrier

Destination websitesLodging sharing websites

Auto club/AAATravel agent/company

800/888 numberVisitors' bureau/gov tourism office

Travel/ski show or exhibition

PercentRoad Trip Leisure Norm

Devices Used for Trip PlanningBase: Overnight Person-Trips

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Home computer

Smartphone

Tablet

Percent


Mobile Devices Used During TripBase: Overnight Person-Trips

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Tablet

Laptop

Percent


Activities and ExperiencesBase: Overnight Person-Trips

0 15 30 45

Shopping

Landmark/historic site

National/state park

Fine dining

Museum

Beach/waterfront

Hiking/backpacking

Swimming

Bar/nightclub

Brewery

Art gallery

Percent


Activities and Experiences (Cont’d)Base: Overnight Person-Trips

0 15 30 45

Winery

Casino

Zoo

Theater

Fair/exhibition/festival

Theme park

Boating/sailing

Spa

Camping

Fishing

Biking

Percent


Activities of Special InterestBase: Overnight Person-Trips

0 20 40 60

Historic places, sites and landmarksCultural activities & attraction

Exceptional culinary experienceWinery tours & wine-tasting

Brewery Tours and Beer TastingEco-Tourism

Traveling with grandchildrenAgritourism

Marijuana TourismReligious Travel

WeddingMedical Tourism

Percent


Household IncomeBase: Overnight Person-Trips

0 15 30 45

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent


5. Road Trips are a Partnership Opportunity!

Number of Nights Away on Trip

66 6 6 6 6

66 6 6

4

3

4 4 44 4 4

44 4

0

5

10

`97 `98 `99 `00 `01 `02 `03 `04 `05 `06 `07 `08 `09 `10 `11 `12 `13 `14 `15 `16 `17

Base: Overnight Road Trips

Size of Longer Road Trip Segment in 2017

Total Overnight Road Trips = 136 Million

5+ Nights27%

1 - 4 Nights73%

Total Expenditures of Longer Road Trip Segment in 2017

Total Road Trip Spending = $50.1 Billion

5+ Nights48%

1 - 4 Nights52%

States Visited = 3+

Average Per Party Expenditures — By Sector


$738

$391 $414

$186 $207 $207

$370

$218 $180 $88 $125 $110

0

200

400

600

800

Lodging Restaurant Food &Beverage

Transportationto/from Destination

Transportation atDestination

Retail Purchases Recreation/Sightseeing/

Entertainment

Do

llars

5+ Nights Road Trip Norm

5+ Nights Segment Per Party = $2,143

Road Trip Norm Per Party = $ 1,090

Trip Planning Information SourcesBase: Overnight Person-Trips

0 5 10 15 20 25 30 35

Destination websitesOnline travel agencies

Advice from relatives or friendsHotel or resort

Travel guide/other booksSocial Media

Travel company websitesAirline/commercial carrier

Auto club/AAAVisitors' bureau/gov tourism office

Lodging sharing websites

Percent


Activities and ExperiencesBase: Overnight Person-Trips

0 20 40 60

ShoppingLandmark/historic site

National/state parkMuseum

Fine diningBeach/waterfront

SwimmingHiking/backpacking

Bar/nightclubArt gallery

BreweryWinery

Percent


Number of States Visited on Trip— 2017 Longer Road Trips

Base: 5+ Nights Trips

One State78%

Two States10%

Three or More States12%

Percent of Multi-state (3+) trips

That are 5+ Nights Long = 69%

MARKETING TAKEAWAYSRoad Trips Reinvented!Fresh research & insights on marketing to US Road Trips Travelers

1. POLISH THIS HIDDEN GEM

2. TARGET GROWTH.

3. DRIVE VALUE

4. HYPER ACTIVE & INFORMED

5. ESSENTIAL PARTNERSHIPS

Marketing Strategy

Best Pratices

Marketing Takeaways

International Examples

US Examples

Actionable Marketing Tips


International & US Examples

Marketing Takeaways

Work Across Borders!

Combine Different Types of Transport


Marketing Takeaways

Drive Dispersal to Lesser Known Spots

Use Rich Media Story Telling


Marketing Takeaways

Theme(s) & Brand The Journey

Productize for Travel Partners


Marketing Takeaways

Coop! Work with Destinations & Industry

Focus on What is Unique & Different


Marketing Takeaways

Work Across Borders!

Combine different types of Transport

Drive Dispersal to Lesser Known Spots

Use Rich Media Story Telling

Theme(s) & Brand The Journey

Productize for Travel Partners

Coop! Work with Destinations & Industry

Focus on What is Unique & Different


COLORADO CASE STUDYRoad Trips Reinvented!Fresh research & insights on marketing to US Road Trips Travelers

Inspiring Colorado Road Trips

Scenic Drive Motivation

As 2017 Colorado visitors were younger than in 2016, there is less participation in scenic drives and

fewer trips are motivated by the activity. In 2016, it was the second-highest trip motivator, but has

slipped to third as hiking and backpacking saw growth in both participation and motivation.

50%Participation

39% Motivation

19% Net Motivation

Other Trip ActivitiesIndex of Scenic Drive Visitors’ Trip Activities against All Colorado Visitor Activities*

2017 Index

Boating 169Visiting historical sites 134Visiting a state or national park 128Wildlife watching 127Hot springs 121River rafting 115Visiting museums 114Attending a live music event 114Sightseeing tour 112Canoeing or kayaking 112Hunting 110Participating in marijuana-related activities 110Shopping 107Winery tours 106Attending a festival or fair 106

• Visitors who take scenic

drives participate in an

average of 5.7 activities while

on their Colorado trip,

compared to 5.0 overall.

• While boating is the activity

that scenic drive visitors do

more frequently than other

visitors, it has very low

participation overall.

*activity participation as an index where 100

is average and 110 is 10% higher than

average and 90 is 10% lower than average

Other Trip Specifics

• 4.2 days: Average Visitor

• 4.4 days: Scenic Visitor

• $1,224: Average Visitor

• $1,356: Scenic Visitor

Not only did scenic drive visitors do

more on their trip, they stayed

longer. This additional length of trip

resulted in slightly higher trip

spending.

Visitor Demographics

Age 18-34 Age 35-54 Age 55+ MarriedKids in

HH

High

School or

Some

College

College

Grad or

Higher

Income

Under

$50K

Income

$50K-

$100K

Income

Over

$100K

Scenic Visitors 35% 35% 30% 55% 23% 27% 74% 34% 38% 30%

All 2017 Visitors 42% 30% 28% 54% 25% 30% 70% 29% 37% 34%

• Visitors who take scenic drives are more often older and better educated. However, with lower

incomes than the overall Colorado visitor, it is possibly a reflection of more scenic drive visitors

being retired than in the past.

• There was a significant increase in younger visitors to Colorado in 2017, resulting in fewer

visitors motivated by scenic drives.

The Colorado Field Guide

Collection of • 3- to 7-day itineraries

to drive visitors to far-off places,

often dispersing them to

alternatives to over-loved areas

Created in partnership with DMO •

partners and local businesses

Each incorporates an opportunity •

to give back to the area visited

(e.g., trail repair days), with special

help from friend of the guide,

Volunteers for Outdoor Colorado

Each day of the itinerary includes:•3 ✓ activities

3 ✓ places to eat

1 ✓ place to stay

Insider tips for making the most of the ✓

destination (e.g., Visiting on Saturday?

There’s a farmers’ market on Main Street)

A visitor can sort trips by several •

parameters: Season✓

Length✓

Region✓

Included cities ✓

Activities featured✓

We• ’re up to 84 trips — with more in

the works. A few of most popular

include: Historic Hot Springs Loop✓

Spirit of the Southwest✓

All About Wildflowers✓

San Juan Skyway Scenic Byway✓

Follow the ✓ “Top Chef” Season 15 Food

Map

A Peek at the Experience: Day 1 On The Historic Hot Springs Loop

Results

• 245,000 views Apr 1 – Aug 1

• “Get itineraries” call to action on digital

banners generated a .45% engagement

rate; benchmark is .07%

• “Get itineraries” had best engagement of all

five options offered on the summer

campaign landing page.

• Colorado Field Guide posts on Visit

Colorado Facebook page generated a

10.26% engagement rate, compared with

5.15% on average.

• 7.45% clicked through to an itinerary.

• 62% of fans are out of state.

Grant From the State Historical Fund

The CTO was just awarded a $141,000 grant to develop a Colorado Scenic & Historic Byways

microsite to generate greater awareness and drive visitation to the historic and cultural

experiences along the state's 26 designated byways. Included elements:

✓ Articles

✓ Videos

✓ Photos

✓ Itineraries

✓ Interactive maps

SAVANNAH CASE STUDYRoad Trips Reinvented!Fresh research & insights on marketing to US Road Trips Travelers

A U G U S T 1 4 , 2 0 1 8

Are We There Yet?Road Trips Redifined

– Target a 4-6 hour drive radius around Savannah

– Target potential visitors interested in a getaway

(2-3 night length of stay)

– Geographic target states are Georgia, North

Carolina, South Carolina, and Florida

– Cities most often targeted: Atlanta, Charleston,,

Charlotte, Jacksonville Orlando, Tampa/St Pete

– 13.9 million visitors total, which includes 7.9

million overnight visitors and 6 million day trip

visitors

Targeting the Drive Market

4 hours

6 hours

• Digital marketing campaigns

• Social media and content marketing

• Social inf luencers and bloggers

• Out of home advert is ing

• Print advert is ing

• Media relat ions

• Content and other partnerships

Marketing Campaigns

• Create campaigns that target potent ial

v is i tors to inspire and convert

• Target geographical ly and

psychographical ly

• Example: Quantcast campaign

Digital Marketing Campaigns

• Engage with our social audiences in our

target audiences via paid social

• Target geographical ly and

psychographical ly

• Example: Facebook

Social Media and Content

Marketing

• We work with and host infuencers in

these target markets

• Our goal is for them to feature Savannah

on their channels to their community

• Example: Southern C Group

Social Influencers and Bloggers

• Our goal is to create awareness for the

destination in key geographic markets

• We run bi l lboards on I -95 South and in

select c i t ies in FL targeting car travelers

• We also run a targeted pr int advert ising

campaign in ci ty magazines and

newspapers

• Example: At lanta Magazine

Out of Home and Print

Advertising

• Our goal is to create awareness for the

dest inat ion in key geographic markets

• We run media missions in target DMAs

such as At lanta, Charleston and

Birmingham

• We also bui ld re lat ionships wi th wr i ters,

editors to feature Savannah or include us in

“road tr ip” stor ies along with other

dest inat ions

• Example: Good Housekeeping art ic le

Media Relations

Partnerships.

Vis i tSavannah.com #Vis i tSavannah

Thank you!

Are We There Yet?

http:milespartnership.gallery/USRoadTrips

RESOURCES:Presentation Slides

Road Trips Summary & Infographic

140+ Page Research Report

QUESTIONS & DISCUSSIONRoad Trips Reinvented!Fresh research & insights on marketing to US Road Trips Travelers

THANK YOU! Road Trips Reinvented!Fresh research & insights on marketing to US Road Trips Travelers

are we there yet? road trips reinvented! · travel usa® • largest ongoing study of american...

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