旅行和消费者趋向

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Travel and Consumer Trends,Ohio Travel Association,Fall Conference,October 2004,Overview,Key Travel Trends,Yankelovich Leisure Travel Monitor,Travel Industry Association of America,Key Consumer Trends,Psychographics - Iconoculture: the future aint what it used to be,Yankelovich Rocking the Ages (Generational Marketing),Yankelovich Leisure Travel Monitor 2004,Brand Charisma,The 2004 Monitor focuses on building “Brand Charisma.” The report discusses that consumer are disenchanted with the marketplace and business as usual. Customers must be resold on the marketplace in general and with the specific brand.,Brand Charisma,Brand Charisma is “the ability of a brand to inspire and attract consumers with such passion that they aggressively seek the brand out.”,Brand Charisma,For a brand to have charisma it must:,Embody a compelling sense of leadership through integrity, authenticity and a tangible vision of the future,Display momentum, imagination and lan,Be a lightening rods for a positive emotion,Care about consumers more than they care about themselves,Recognize when the consumers mindset or lifestyle changes and immediately lets the consumer know it knows,Marketing Trends,Reselling a consumer requires:,Letting go of conventional assumptions of what ill motivate and satisfy consumers because these assumptions are now in danger of being worse than unhelpful if they speak to a consumer mindset that no longer exists.,Starting from the premise that consumers will actively resist standard marketing efforts.,Marketing Trends,Acknowledging that many elements of value have either become a cost of entry or have lost their power because they have become commonplace.,Identifying emerging, relevant payoffs that will offer consumers a sense that what they do and what they buy and how they buy it adds meaning and satisfaction to their lives.,Trip Experiences,Attributes Considered Extremely/Very Desirable,2003 %,2004 %,Experimentation/Fantasy/Ambiance,Beautiful Scenery8486,A place I have never visited7581,A beach experience6366,An opportunity to eat different cuisines5259,A hotel with casually elegant ambiance4952,Nightlife and live entertainment4752,Option of scheduling vacation activities,prior to arrival4752,A hotel with an historical ambiance 4046,Trip Experiences,2003 %,2004 %,Going to theme parks4443,A destination that is remote/untouched4343,A hotel or resort with a distinctive theme,or atmosphere3642,A hotel with a formal/elegant dcor3635,Going to a spa3334,A boutique hotel - unusual atmosphere3032,Learning a new skill or activity3030,Being able to gamble2525,Trip Experiences,2003 %,2004 %,Physical Activities,Getting exercise4545,Hiking and outdoor adventure3942,Snorkeling or scuba diving3039,Bicycling trips through the countryside2325,Snow skiing1917,Playing golf1516,Mountain biking1215,Snowboarding1210,Playing tennis76,Trip Experiences,2003 %,2004 %,Other activities,Participating in activities,with children6965,Visiting arts/architecture/,historical sites4952,A hotel having a kids club or,organized family activities4341,Shopping4539,Trip Experiences,2003 %,2004 %,Familiarity/Control,Safety of a hotel or motel8684,Safety of a destination7778,A place I have visited before5455,Having a separate childrens/,teens program2730,Having access to the Internet,or an online service2926,Trip Experiences,2003 %,2004 %,Pricing,An all-inclusive vacation,price (air transportation, 6164,accommodations, food, transfer,to the hotel or resort and,some recreation),An all-inclusive resort price,(accommodations, food, 5662,beverage and recreation),Types of Leisure Trips Taken,2003%,2004%,VFR5054,Naturalistic3637,City2128,General Sightseeing2826,Sporting Event98,Gambling1011,Theme Park1010,All-inclusive Resort69,Cruise56,Golf32,Confidence in Selected Information Sources,2003%,2004%,When considering travel, very confident in,Recommendation from family 8083,Information in travel guidebooks5254,Information on a website4149*,Travel agent4646,Information in travel brochures3438,Articles in newspapers/mags/TV3438,Information in travel advertising2126,Internet Access,2003%,2004%,Used internet to,Obtain travel info and pricing5763*,Make a travel booking3845*,Hotel reservations6773*,Airline reservations6564,Car rental reservations2932,Complete vacation reservations2120,Average number of sites visitedN/A3.9,Usage of Travel Web Sites,To make travel reservations,2003 %,2004 %,T2837,E2531,Airline brand web site2229,Hotel brand web site2124,O1319,Car rental brand915,P1114,Usage of Travel Websites,To make travel reservations,2003 %,2004,%,H1213,Search engine 611,H47,AOL Travel56,Country or destination,promotion board-specific45,T21,Other810,Usage of Travel Websites,To obtain information and pricing,2003 %,2004 %,T4755,E4148,Airline brand web site3036,Search engine 2536,O2835,H2332,P3030,Hotel brand web site2530,Usage of Travel Websites,To obtain information and pricing,2003 %,2004 %,Country or destination,promotion board-specific1518,Car rental brand1418,H1317,AOL Travel1313,T64,Other132,Travel Industry Association of America,www.tia.org,Total Domestic U.S. Person-trips - 2003,Total number of trips1,140,000,000*,Purpose of trip,Leisure Travel82%,Business/convention12%,Business/pleasure6%,Person trip = one person traveling 50 miles (one way) or more away from home and/or overnight. A trip is one or more persons from the same household traveling together.,Total Domestic U.S. Person-trips - 2003,Modes of Transportation,Auto/truck/RV78%,Airplane16%,Rental car3%,Bus/Motorcoach2%,Train/ship1%,Top Activities for Domestic Travelers,Shopping30%,Attend a social/family event27%,Outdoor Activities11%,City/Urban Sightseeing10%,Rural Sightseeing10%,Beach Activities10%,Historic Places, Museums8%,Gambling7%,Theme/Amusement Park7%,National/State Park7%,Top Activities for Domestic Travelers,Seminar/Courses6%,Nightlife/Dancing6%,Sports Event6%,Zoo/Aquarium/Science,Museum5%,Water Sports/Boating5%,Performing Arts4%,Cultural Events/Festivals3%,Golf2%,Art Museums2%,Internet Usage,56% of the 213.9 million adults in the U.S. currently use the Internet - 120 million adults (2004),Usage has flattened,82% indicate they are travelers,Among the 145.7 million past-year travelers, 67% use the Internet,Frequent travelers (5 or more trips) have high likelihood of using 74%,Internet Usage for Travel Planning - 2004,65% of online travelers say they consulted the Internet to get information,26% used Internet for business travel planning (similar to 2003),94% of trips planned were for leisure,76% did trip planning online 69% in 2003,Internet Usage for Travel Planning - 2004,Sites Visited,Online travel agency sites70%,Expedia, Travelocity, Priceline,Company-owned sites60%,Airlines, hotels, etc.,Search engine websites59%,Destination sites50%,Internet Usage for Travel Planning - 2004,Online travel planners do a variety of trip planning activities on the Internet:,Searching for airfares and schedules69%,62% in 2003,Rental cars41%,36% in 2003,Online Booking,The share of travel planners who also book online continues to grow,70% of online travel planner are booking or making travel reservations online,Today there are 44.6 million online travel bookers,Purchases:,Airline tickets 82%,75% in 2003,Overnight lodging67%,Annual consumer spending (mean) $2,719,Planning vs. Booking,Online Travelers 2004,Type of Website,Plan,Book,Online travel agency70%69%,Company sites6054,Search engines5931,Destination sites5022,Special Interest165,Travel Guide sites119,Newspaper/Magazine114,Community sites53,Internet Users,Women51%,Men49%,Boomers (35-54)47%,Married66%,Children at home42%,Employed full-time62%,Annual HHI$73,000,E-Marketing,Travel suppliers such as hotels, airlines and online travel agencies have been successful in using email marketing to communicate with current and potential customers (whether or not booked travel),37% of all online travelers (36 million) have registered or subscribed to travel websites,47% say they have registered with three or more travel websites,E-Marketing,Online promotions seem to have an influence over consumers,In 2004, 11% of online travelers claimed they had taken a trip they otherwise would not have taken based on an emailed travel promotion, discount or offer (the same share as in 2003),Psychographics Trends,Iconoculture: the future aint what it used to be; Vickie Abrahamson, Mary Meehan, Larry Samuel; 1997,Psychographics Trends,People are collecting experience “Merit Badges”,Vacationers are collecting experiences rather than consuming things. It is no longer what one has, but what one does. Destinations are about the experience rather than the attributes. Within experience collecting, the following values exist:,a.Learning,b.Growth,c.Freedom,d.Exhilaration,e.Fun,Psychographics Trends,techno.me,Personal technology is changing everyday and is changing the rate at which services need to be delivered. Technology is also becoming more personalized. The values within this area are:,a.,Personalization,b.,Customization,c.,Empowerment,d.,Access,e.,Ease of living,f.,Many are seeking an anti-techno getaway to escape technologys pervasive existence,Psychographics Trends,Homegrown,People have a passion for the real America and authentic experiences. Arts and crafts and nostalgia are important. Within this area experiences such as antiquing, authentic foods, backroad experiences, kitsch, festivals and rural travel are important.,a.,Authenticity,b.,Rediscovering the familiar,c.,Honoring your roots,d.,Curiosity,e.,Discovery,f.,Romance,Psychographics Trends,Fingerprinting,People, especially boomers, are on a search for personal identity. This is the one area where they seek affinity with groups and others with similar quests. This explains the rise in personal coaches and holistic journeys. Affinity travel is the niche of the future. Be a dream maker. Fulfill a fantasy. The values that relate to Fingerprinting are:,a.,Consumer identity,b.,Individuality,c.,Do-it-yourself,d.,Affinity paring with others of like mind,e.,Self-esteem,Consumer Behavior Trends,Natural High,People are seeking a natural experience and seek balance in their hectic lives. Vacationers search for an experience that allows them to unplug from hype and stress. This is the halo of rural, simple life. Spas, self-discovery camps, spiritualism, eco-tourism all fit within this area.,a.,Well-being,b.,Fitness,c.,Balance,d.,Vitality,e.,Conservation,f.,Spirituality,g.,Environmentalism,Generational Marketing,Rocking the Ages: The Yankelovich Report on Generational Marketing; J. Walter Smith 1997,Generational Marketing,Generational Marketing,How we act depends on our generation,Influences,purchase decisions,brand awareness,travel experiences,Opportunities and Challenges,Not the only factor influencing people,Generational Marketing,Matures (1901-1924, 79-102),Silent Generation (1925-1942, 61-78),Baby Boomers (1943-1960/2, 43-60),Gen X (1961/3-1981, 22-42),Generation Y (1982-2000, 3-18),Generation 9/11 (2001-present, 2,),Generational Marketing,Matures,On the road from scout meetings to Sun City, this generation,Triumphed over the Great Depression,Vanquished the Germans and Japanese,Built suburbs and shopping malls,Instituted the New Deal,Built interstate highway system,In 1927, Charles Lindbergh made the first transatlantic flight, accomplished their goals through HARD WORK,Generational Marketing,Matures,Tremendous growth in country,Feel they owe the country,Look for value,Enjoy community, commonalities, connecting,Getting to the end of their travel years,Generational Marketing,Silent Generation,Overlooked,Korean War Forgotten war,Has the most disposable income,Soft adventure,Need to feel important,Like understated luxury,Generational Marketing,Baby Boomers,“Me” generation,Put individual desires ahead of good of a group; job ahead of family,Huge economic gains,Brand savvy,Feel the country owes them,Resent authority,Passion for introspection and self-enlightenment,Generational Marketing,Baby Boomers,VIP services,Forever young,Nonconformists unless its serving them,Participants,Adventure,Diversity pack lots into one vacation,Spas; holistic destinations,Nostalgia,Generational Marketing,Douglas Brinkley surmised that “the street-wise instinct, ground in disillusionment with many aspects of American life, was an understandable reaction, which could also have been praised as pragmatism. Xers were aloof, he said, because they were wary of cliches and propaganda. Anti-commercialism had been a feature of both the Nirvana-led grunge culture and the novel Generation X, which preached Couplands concept of “Lessness” - “a philosophy whereby one reconciles oneself with diminishing expectations of material wealth.”,Generational Marketing,Generation X,Being authentic means showing savvy,Distrustful,Real,Wired,Unafraid to try something new, challenging,Family,Spiritual,Generational Marketing,Generation X,Extreme sports,Depth of purpose,Eco-tourism,WOW!,Finding themselves in challenges,Brands are meaningless,Really smart, savvy, skeptical,Need one of their own to talk to them,Generational Marketing,Generation Y,85% define themselves as loyal and hardworking when they see value in what they are doing.,They tend to value living in the moment as important.,They consistently listed their parents as their most admired choices.,Trust their Grandparents the most, followed by parents; Gen-Xers are trusted the least.,Generational Marketing,Generation Y,They are energetic and need continual stimulation and challenge. Comfortable juggling many things at once and will move on quickly if they get bored or dissatisfied.,Their truth detectors are always on and they do not give second chances if deceived.,Optimistic - more than three-fourths (78%) believe they will achieve their life goals.,Generational Marketing,Generation Y,More than three-fourths do not agree that money buys happiness.,Honesty and integrity are the attributes admired most.,92% place high value on volunteer work.,Community focused; give back,Vacation experience that allows rebuild, provide lasting benefit,Allow for independence,Never sell short wisdom,Generational Marketing,Generation 9/11,Predicted to become a generation of conformists,Risk adverse,Fit in and be part of a crowd,1950s all over again,Cocooning (Faith Popcorn),Stay very close to home,Generational Marketing,Matures,Boomers,Xers,Defining IdeaDutyIndividualityDiversity,CelebratingVictoryYouthSavvy,Success becauseFought hardWere born,Have two,and wontherefore shouldjobs,be a winner,Rewards becauseEarned itDeserve itNeed it,Work isInevitableExcitingDifficult,obligationadventurechallenge,Leisure isReward forPoint of lifeRelief,hard work,Education isA dreamA birthrightA way to,get ahead,