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CONSUMER VALU
E AND
LIFESTY
LE T
RENDS /
INDIC
ATORS
J OH
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2010 - YEAR OF THE BED BUG
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TOP 10 TRAVEL ACTIVITIES
1. Visiting friends and relatives
2. Sightseeing
3. Beaches/waterfronts
4. Zoos/aquariums/science museums
5. National Parks
6. State Parks
7. Going on a cruise
8. Theme Parks
9. Visiting a City
10.Visiting a mountain area
Source: travelhorizons™, July 2009
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• Not a week goes by• Continued threats• Inconveniences to
travel• Greater employment
of technology• Greater intrusion on
personal privacy• Airline delays and
mergers• Frustrated travelers
THE IMPACT OF TERRORISM
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LOWERED BUDGETS,NOT LOWERED EXPECTATIONS
Comfort Travel Pampering without the cost Retro lodging with contemporary services
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BOOMERSO L D E R B O O M E R S ( 1 9 4 6 – 1 9 5 4 )
15% of leisure travelers4.4 leisure trips/year
Y O U N G E R B O O M E R S ( 1 9 5 5 – 1 9 6 4 )
21% of leisure travelers4.1 leisure trips/year
Boomers now are 46 to 64 years old
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X GENERATION
Born 1965 – mid 1970s (41 million)Career orientedEntrepreneurial (Think Dot Com)Transition from job to job, easilyPragmaticFriends are important to themFirst computer generation – online buyersFrustrated home buyersSome travel with parents or give kids to parents and travel as couples
Skeptical of advertising claims
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Born mid- 1970s - 2002Echo Boomers (1982 – 1995)51 millionInherently Wired Cell phones Email Blogs Virtual tribes
Friends as Family 3 in 4 working mothers; 1
in 4 single parent families
I am my own person Communications must be
hip and popular without looking commercial
Meaningful life Public service is important
Not career ladder orientedSpontaneous travel decisionsTravel with friendsPessimistic about their future
Y GENERATION (MILLENNIALS)
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Z GENERATION (GENERATION ALPHA)
Born 2003 - 2010 The children of Gen Xs and some millennials Entirely born in the 21st century At the edge of becoming players Influence Gen X travel decisions Very hip about pop culture, influenced by media Making purchase and life decisions earlier
i.e., They want gift cards for Christmas Highly connected Impatient, instant-minded Lack ambition Consumer oriented Individualistic Structured lives – day care, youth sports, after-school programs
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FAMILY TRAVELERS• 23% of U.S. adult leisure travelers are a
parent or parents with children
• 7% of adult leisure travelers are grandparents with grandchildren
• Multi-generational travel (Vacation Homes)
• Dual wage earners
• Single-parent households
• Split vacations due to divorce
• Scheduling conflicts - youth sports, school years, compressed vacations, work conflicts
• Simplified vacations – all inclusive, packaged
• Shift from camping to lodging
• Combination of tent camping with RVs, yurts, tent cabins, cabins, park models or lodging.
• Ethnic, non-camping families
• Multiple family travel• 50% know another group of campers
Source: travelhorizons™, July 2009
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SOLO TRAVEL
• 11% of U.S. adult travelers• 4.3 trips per year
• Mostly single travelers• Increasingly, a Choice• Independence• Greater contact with locals• Greater interest by locals• More time for yourself• More challenging, enriching,
expanding• Focus on the destination, culture,
history, not on your traveling companion
• Personal growth
Source: travelhorizons™, July 2009
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• 18% of U.S. adults travel with pets (29.1 million)
• 78% dogs• 18% cats• 76% in cars• 10% in RVs• 6% fly
• Continental kennel• Pet-friendly lodging• AAA Guide
• Dog walking tours of France and the wine country
• Pet Passports
TRAVEL WITH PETS
Source: travelhorizons™, July 2009
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X-gens, Y-gens and BoomersVoluntourismEdutourismAdventure TravelTravel with a purpose
Travel with meaning
PURPOSE-DRIVEN TRAVEL
Angel Island State Park
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• Take a hike and call me in the morning
• Childhood obesity and diabetes
• For Physical and Mental health
• Unplug and go outside
PARK PRESCRIPTIONS
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ENVIRONMENTAL TRAVEL
79% of U.S. adults say they’re environmentally conscious
Yet, they won’t pay extra to support environmentally-friendly travel providers
They want more for the same price
Source: travelhorizons™, July 2009
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LATINO TRAVELERS
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• 8 consecutive months of growth
• International visitors spent $11.6 billion on travel to and within the United States in August—$1.6 billion more than the previous August
• Total international visitor spending in the United States has increased, on average, $1.0 billion a month in 2010.
• Top markets for public lands:
• Germany/Austria• UK• The Netherlands
INTERNATIONAL TRAVEL
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TRAVEL FROM CHINA
61% increase$3.5 billion in 2008
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POIM
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