Tourism Trends &Ideas on How to Leverage ThemChristina Lenkowski

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Trends & Insights

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GENERATIONAL

TREND: MILLENIALS ON THE MOVE

> 18-30 year olds

> Much more ethnically diverse

> More interested in urban than resort destinations

> Likely to travel in pursuit of favorite interests or activities

> Likely to travel with friends in organized groups

> Social sharers of experience

> Not interested in print 4

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TREND: MILLENIALS ON THE MOVE

OPPORTUNITY: MILLENIALS

> Encourage, empower and reward social sharing

> Ensure marketing content is mobile-enabled

> Craft opportunities that give groups hands-on experiences

> Customize itineraries and leverage partnerships to go beyond your borders

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TREND: UNSTOPPABLE SENIORS

> 1.3-1.6 billion worldwide

> Customer service is crucial

> World’s wealthiest and most demanding group

> Travel primarily for R&R

> Favor quieter, less congested destinations

> Prefer resort experience

Opportunity

> Showcase the solitude

> Target boomers and seniors for off-peak/shoulder deals

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TREND: PANK’s & INDIE WOMEN

> Professional Aunt, No Kids– Spend billions travelling

with family (nieces & nephews) and friends

> Indie Women– 31 million

– 27yrs+, live alone, no children

– Social & career-focused

– Strong affinities to brands, love to hunt for bargains

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TREND: MULTI-GENERATIONAL TRAVELER

> 40% of families went on multi-generational trip last year

> Seniors living longer, healthier & more mobile lives

> Eager to make up for lost time & long distances

> About memories, convenience & value

Opportunity:

> Embrace milestone events

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TREND: WORKING WEALTHY

> Time-crunched

> Adventurous travelers

> Cash to spend

> Cruise lines are already doing

Opportunity

> Showcase shorter itineraries– 24 hours in….

> Call out luxurious upgrades

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BEHAVIORAL

TREND: RISE OF CONSPICUOUS LEISURE

> Signaling of social status through consumption of experience rather than through consumer goods

> The more exclusive the better

> Unique experiences are social currency

> Social media has fostered the trend

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TREND: RISE OF CONSPICUOUS LEISURE

Top 5 Goods/Experiences Desired by the Affluent

> Owning a smartphone

> Owning a vacation home

> Having the freedom to work from home

> Taking vacations to exotic destinations

> Taking extended time off from work

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TREND: ACTIVE ADVENTURERS

> Growth in adventure travel 65%/year since 2009

> Includes 2 out of 3 criteria– Nature

– Culture

– Physical activity

> 54% of travelers are planning an adventure activity on their next trip

Opportunity:

> Making sure Idaho is known as the place to hit all sort of adventure travel at a value

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TRENDS: WIRED & WIRELESS

> Internet access the MOST important hotel amenity for affluent US travelers

> Destination Marketing Organizations must have dedicated, mobile site for real-time information

> Mobile apps are replacing the concierge

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TREND: WIRED & WIRELESS

Service doesn’t mean

having someone else

help you

as much as having

something help you

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TO CONSIDER

> Not ignoring the way trends are going, embracing them– Realizing that different

segments need different marketing materials

> Showcasing what Idaho can offer these main segments of the traveling population

> Creating a fun, interactive, free way to build an itinerary online; incorporating videos of activities