THE STATE OF THE AMERICAN TRAVELER:

MOBILE EDITION

NOVEMBER 8, 2018

With You

Chris AdamsHead of Research and Insights

Miles Partnership

Chris.Adams@MilesPartnership.com

David ReichbachDirector of Analytics and Data Security

Destination Analysts

dreichbach@DestinationAnalysts.com

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

Open or close the control panel with the orange button.

Have a question? Ask it here.

o In case of “drop-off”, use your link to rejoin the webinar.

o A Q&A session will be held at the end of today’s presentation,

o Today’s webinar is being recorded and will be made available for viewing later.

Choose to use computer audio or dial in by phone.

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

The Mobile Travel Planner

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!