traveler segments: their sentiments, interests and behaviors€¦ · culinary interest generation z...

Traveler Segments: Their Sentiments,

Interests and Behaviors

The State of the American Traveler

o Online survey conducted since 2006

o Conducted quarterly

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

The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.

Traveler Segments

Generation Z

Travelers between 15

and 23 years of age

International Travelers

Travelers who have

ventured abroad for

leisure in the past 12

months

National Parks Travelers

Travelers who have visited

a National Park on a

leisure trip in the past 12

Months


Family Travelers

Travelers who have taken

their own children with

them on a leisure trip in

the past 12 months

Social Media-Influenced

Travelers

Travelers who visited a place

because social media content

influenced them to do so


Bleisure Travelers

Travelers who have

extended a business trip

for leisure

Print Resource Users

Travelers who have used any

printed travel planning

resource in the past 12

months

Generation ZTravelers between 15 and 23 years of age

of traveling adult Americans*

* Data presented here includes an oversample which allows us to include travelers 15-17 years of age.


26.3%

87.5%

9.9%

24.0%

43.4%

30.2%

50.2%

55.6%

33.3% 32.9%33.1%

26.9%

53.6%

17.5%

10.9%

0%

20%

40%

60%

80%

100%

Annual Income > $80K Single College graduate Urban dwellers Non-Caucasian

Generation Z Millennials Baby Boomers

Generation Z: Demographically Different


46.7%

31.6%

56.6%

26.4%

43.3%

14.9%

0%

10%

20%

30%

40%

50%

60%

Traveled by air (past 12

months)

Traveled outside the USA (past

12 months)

Generation Z

Millennials

Baby Boomers

4.00

2.13

4.52

1.58

3.07

0.74

-

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

Leisure trips taken (past 12

months)

Leisure day trips taken (past 12

months)

Generation Z

Millennials

Baby Boomers

Generation Z: How They Travel


70.7%

44.4%

22.7%

72.1%

45.2%

28.5%

48.1%43.2%

26.1%

0%

20%

40%

60%

80%

100%

User-generated Content Printed Resources DMO Website


Generation Z: Travel Planning Behaviors


39.1%49.2%

13.8%0%

20%

40%

60%

80%

Generation Z Millennials Baby

Boomers

Used Peer-to-Peer Lodging (Past 12 Months)

Used Mobile Phone to Plan Travel(Past 12 Months)

Used Group Discount Website for Travel(Past 12 Months)

Used Any Social Media to Plan Travel(Past 12 Months)

78.0% 78.5%

28.9%

0%

20%

40%

60%

80%


44.1% 42.6%

13.2%0%

20%

40%

60%

80%


47.7%66.9%

27.5%

0%

20%

40%

60%

80%


Travel Behaviors: Generation Z


62.2%

42.1%

80.6% 81.3%

3.6%

34.2%

1.3%

67.4%

0.3%

85.3%

45.8%

69.4%

75.6%

23.2%

46.8%

3.7%

52.2%

3.9%

72.2%

18.8%

12.8%

31.6%

14.9%19.3%

1.4%5.3%

0.3%0%

20%

40%

60%

80%

100%

Facebook Twitter Instagram YouTube LinkedIn Pinterest Flickr Snapchat Periscope


Generation Z: Regularly Used Social Media


Always Post Pictures When Traveling(on Social Media)

Traveled for a Festival/Special Event(Past 12 Months)

Visited a National Park/Monument(On a Leisure Trip in the Past 12 Months)

Maximum Annual Travel Budget(Next 12 Months)

41.4%50.0%

20.0%

0%

20%

40%

60%


16.8% 22.3%10.9%

0%

20%

40%

60%


42.1% 42.1%

24.2%

0%

20%

40%

60%


$2,510$2,847 $3,150

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000


Travel Behaviors: Generation Z


o Measures the importance of key concepts

to travelers

o Active travel styles

o Culinary

o Arts & Culture

o Connectivity

o Authenticity

o Price Sensitivity

o Travel Planning Intensity

o Outdoors & Nature

o Exploration

o Series of questions related to each

o Survey respondents placed on 100 point

scale

Psychographic Intensity Indices


69.3

58.8

56.0

66.0

69.7

67.3

62.2

71.9

69.4

69.1

58.5

55.4

65.2

67.9

62.2

56.9

65.7

63.0

0 25 50 75 100

Exploration Hungry

Nature Lovers

Activity Seeker

Connectivity

Price Sensitivity

Authenticity

Travel Planning Intensity

Cultural Interest

Culinary Interest

Generation Z Millennials

55.4

56.9

58.5

62.2

63.0

65.2

65.7

67.9

69.1

0 25 50 75 100

Activity Seeker


Nature Lovers

Authenticity

Culinary Interest

Connectivity

Cultural Interest

Price Sensitivity

Exploration Hungry

Less important <-------> More Important Less important <-------> More Important

Less

importance

for ALL

CATEGORIES

Psychographics: Generation Z


Takeaways

1. Demographically different

o Primarily Single

o Ethnically diverse

o Lower income and educational

attainment

2. Lag behind Millennials in travel

volume

3. Generally similar travel planning

habits in resource usage

4. Different social media consumption

5. Key Psychographics: Exploration,

Culture and Price sensitivity

6. Our sense: Not fully developed as

a travel segment yet

Generation ZTravelers between 15 and 23 years of age



of traveling adult Americans

Travelers who have ventured abroad

for leisure in the past 12 months


42.9%40.0%

29.8% 29.8%

0%

20%

40%

60%

Expects to take

more trips (next 12

months)

Expects to spend

more on travel

(next 12 months)


Domestic-only Travelers

Demographics: International Travelers


International

Travelers

Domestic-only

Travelers

Average age (years) 45 50

Generation X or younger 60.8% 47.7%

Annual Income > $80K 47.5% 30.5%

Urban Dweller 37.3% 21.1%

Non-Caucasian 31.9% 18.1%

5.12

2.312.47

3.23

2.38

0.65

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Leisure trips

taken (average

#)

Trips taken by

car (average #)

Trips taken by air

(average #)

International

Travelers

Domestic-only

Travelers

14.3%

39.7%

0% 20% 40% 60%

Domestic-only

Travelers

International

Travelers

Took at Least One

Business/Convention Trip(Past 12 Months)

Travel Behaviors: International Travelers


The Quintessential

Hyper-Informed

Traveler

75.0%

62.7%

50.0%

56.1%51.2%

40.5%

28.2%

41.1%

0%

20%

40%

60%

80%

Used user-

generated

content

Used print

resources

Used a DMO

website

Used any social

media to plan

travel



Planning Resources: International Travelers


56.2

61.1

62.2

63.9

64.7

68.1

69.8

70.2

73.8

0 25 50 75 100

Activity Seeker

Nature Lovers

Connectivity


Price Sensitivity

Culinary Interest

Authenticity

Exploration Hungry

Cultural Interest

73.8

68.1 65.6

62.5

40

50

60

70

80

CULTURAL INTEREST CULINARY INTEREST

Biggest Differences

(Avg. Score, 1-100 point scale)



Psychographics: International Travelers


Less important <-------> More Important

Takeaways

1. Super Gung-Ho for Travel

o More trips

o More spending

o More enthusiasm for

increasing their travels

2. Culture and cuisine focused

3. The Quintessential Hyper-

Informed Traveler

International TravelersTravelers who have ventured abroad for leisure in

the past 12 months



Travelers who have visited a National Park on a

leisure trip in the past 12 months




63.7%

36.3%

44.3%

55.7%

0%

20%

40%

60%

80%

Gen X or Younger Baby Boom or older


Non-National Parks Travelers


Average Age 44


Average Age 51



4.67

2.803.13

2.17

0.0

2.0

4.0

6.0

Leisure trips taken (average #) Trips taken by car (average #)

National Parks Travelers Non-National Parks Travelers

42.7% 42.0%

27.9% 27.3%

0%

20%

40%

60%

80%

Expects to take more trips (next

12 months)

Expects to spend more on travel

(next 12 months)


Frequent, highly enthusiastic travelers…


16.6%

54.2%

77.5%

4.5%

23.5% 24.0%

0%

20%

40%

60%

80%

100%

Traveler in a

recreational vehicle

Traveled with their

own children

Visited a State, Local

or Regional Park



Travel Activities in the Past 12 Months




69.2%63.6%

47.4%

58.0%

50.1%

36.5%

19.4%

37.9%

0%

20%

40%

60%

80%

100%

Used user-

generated

content

Used print

resources

Used a DMO

website

Used any social

media to plan

travel


Travel Planning Resources Used in Past 12 Months


Less important <-------> More Important

54.5

62.7

63.1

64.0

67.5

67.7

69.4

72.2

74.1

0 25 50 75 100

Activity Seeker


Connectivity

Nature Lovers

Price Sensitivity

Culinary Interest

Authenticity

Exploration Hungry

Cultural Interest

74.1

67.7 64.0

67.564.2

61.8 62.2

68.6

40

50

60

70

80

90

100

Cultural

Interest

Culinary

Interest

Nature Lovers Price

sensitivity



Psychographics: National Parks Travelers


National Parks TravelersTravelers who have visited a National Park

on a leisure trip in the past 12 Months

Takeaways

1. Large, frequent traveling segment

2. Skew younger in age

3. Includes many family travelers

4. Hyper-informed traveler behaviors

5. Other parks are important to them

6. Defy stereotypes with interest in culture and

cuisine



Family TravelersTravelers who have taken their own children

with them on a leisure trip in the past 12

months


Younger and skew female

56.5%

72.5%

27.5%

48.2%

39.5%

60.5%

0%

20%

40%

60%

80%

100%

Female Gen X or

Younger

Baby Boom or

older

Family TravelersOther Travelers

Family Travelers

41 Average Age

Other Travelers

53 Average Age

Demographics: Family Travelers


Trips Taken in Past Year

4.51

1.63 1.54

3.17

0.89 0.77

0.0

1.0

2.0

3.0

4.0

5.0

Leisure trips

taken (average

#)

Leisure day trips

taken (past 12

months)

Traveled by air

(average # trips)

Family Travelers Other Travelers Family Travelers

30.1%

Other Travelers

15.6%

Traveled Outside the USA

Family Travelers are Super Travelers


63.9%

48.5%

19.2%

34.5%

23.9%

4.2%

0%

20%

40%

60%

80%

100%

Any social

media

Used Facebook Used Twitter

Family Travelers

Other Travelers

Resources Used in Travel Planning Question: When traveling for leisure, do you take

photos/videos to share on social media?

31.0% 27.4%

45.0%

25.7%

0%

20%

40%

60%

80%

100%

Family Travelers Other Travelers

Yes, sometimes

Yes, always

Families are Super Social Travelers


Used in Past 12 Months

41.8%

20.8%

0%

20%

40%

60%

Family Travelers Other Travelers

Peer-to-Peer Lodging Mega-Consumers


Less important <--------------> More Important

56.5

60.7

63.6

64.3

65.7

67.5

68.1

68.4

71.3

0 25 50 75 100

Activity Seeker

Nature Lovers


Connectivity

Authenticity

Price Sensitivity

Culinary Interest

Exploration Hungry

Cultural Interest

68.1

64.3

71.3

65.7

60.7

68.4

61.4

57.6

65.3 65.7 63.8

71.6

40

50

60

70

80

Family TravelersOther Travelers


Psychographics: Family Travelers


Takeaways

1. Younger

2. Heavy social media consumers/users

for travel

3. Propensity to share photos and do so

to influence their networks to travel

4. Peer-to-peer Mega-consumers

5. Key Psychographics: Cuisine,

Connectivity and Culture

Travelers who have taken their own children with

them on a leisure trip in the past 12 months

Family Travelers


Print Resource UsersTravelers who have used any printed travel

planning resource in the past 12 months



Other Travelers

52.9% 52.9%

47.1%45.9%48.4%

51.6%

0%

20%

40%

60%

80%

Male Gen X or Younger Baby Boom or older

Print Resource UsersOther Travelers

48 Average Age

50 Average Age

Demographics: Print Resource Users


3.85

1.511.29

3.43

0.83 0.81

0.0

1.0

2.0

3.0

4.0

Leisure trips

taken (average

#)

Leisure day trips

taken (past 12

months)

Traveled by air

(average # trips)


Other Travelers

28.4%

54.7%

13.8%

28.6%

0%

20%

40%

60%

Traveled outside the USA Extended a business trip

for leisure


Other Travelers

Travel Behaviors: Print Resource Users


65.4%61.0%

21.7% 22.3%

48.4%

30.5%

11.5% 9.5%

0%

20%

40%

60%

80%

100%

Any user-generated

content

Any social media Online video Travel related

programming on TV

Print Resource Users Other Travelers

Travel Planning Resources: Print Resource Users


Takeaways

1. The largest segment studied here

2. Skews male

3. They travel a lot, especially likely to go

overseas

4. Demographically this segment is more

like the norm than the other segments

studied

5. Also heavy consumers of digital

planning content

Print Resource UsersTravelers who have used any printed travel

planning resource in the past 12 months



Social Media-

Influenced TravelersTravelers who visited a place because social

media content influenced them to do so


Which of these social media

services do you regularly use?

11.0%

1.7%

2.5%

16.3%

27.0%

29.4%

31.8%

39.9%

53.9%

75.7%

0% 20% 40% 60% 80%

NONE OF THESE

Periscope

Flickr

LinkedIn

Snapchat

Pinterest

Twitter

Instagram

YouTube

Facebook


54.5%

83.6%

16.4%

50.1%

42.5%

57.5%

0%

20%

40%

60%

80%

100%

Female Gen X or Younger Baby Boom or older

Social media-influenced Travelers Other Travelers

Social Media-Influenced Travelers

35 years old (Avg.)

Other Travelers

54 years old (Avg.)


Psychographics: Social Media-Influenced Travelers


$3,785 Max. annual

travel budget

Other Travelers

60.8%

55.3%

25.8% 26.3%

0%

20%

40%

60%

80%

Expects to take more

trips (next 12 months)

Expects to spend more

on travel (next 12

months)


$2,975 Max. annual

travel budget



Less important <----------------> More Important

58.4

59.2

65.6

66.4

67.9

68.5

70.0

72.7

76.9

0 25 50 75 100

Activity Seeker

Nature Lovers


Price Sensitivity

Exploration Hungry

Connectivity

Authenticity

Culinary Interest

Cultural Interest



Less important <----------------> More Important

58.4

59.2

65.6

66.4

67.9

68.5

70.0

72.7

76.9

0 25 50 75 100

Activity Seeker

Nature Lovers


Price Sensitivity

Exploration Hungry

Connectivity

Authenticity

Culinary Interest

Cultural Interest

68.7

66.4

0 25 50 75 100

Other Travelers

Social media-

influenced

Travelers



53.8%

48.3%

18.6%

33.3%

0%

20%

40%

60%

80%

Used a group discount websites (past 12 months) Sticking to a carefully planned travel budget is

important





Takeaways

1. Nearly one-in-five travelers

2. Young, with high travel budgets

3. Strong enthusiasm for increasing their travel

4. Not price sensitive, but interested in

discounts and deals

Travelers who visited a place because social

media content influenced them to do so



Bleisure TravelersTravelers who have extended a business

trip for leisure in the past 12 months


Why They Combine Business with Leisure


9.6%

18.0%

19.1%

24.7%

24.7%

28.10%

29.2%

30.9%

41.0%

46.1%

0% 20% 40% 60%

I didn't want to go right back to work

I was able to pass the costs on to my employer

Great deal on an AirBnB

I wanted to post pictures on social media

Chance to have fun or party

Great hotel deal

To spend extra time with my travel

companion(s)

I had friends or relatives in the area

I wanted to explore the destination

Chance to unwind or relax

Question: Why specifically

did you extend your business

trip(s)?


Younger and less of a male skew Bleisure Travelers

41 Average Age

Other Business Travelers

45 Average Age

52.2%47.8%

75.8%

24.2%

59.2%

40.8%

62.1%

37.9%

0%

20%

40%

60%

80%

100%

Male Female Gen X or

Younger

Baby Boom

or older

BLeisure Other Business Travelers

Demographics: Business-Leisure Travelers


Bleisure Travelers

60.1%Other Business Travelers

26.1%

Traveled Outside the USA

Frequent Travelers – International Super Travelers

6.12

2.48 2.63

4.73

1.291.56

0.0

2.0

4.0

6.0

8.0

Leisure trips Overnight leisure trips Trips by air

BLeisure


Travel Behaviors: Business-leisure Travelers


Bleisure Travelers

79.8%


55.0%

Used Social Media for Travel Planning (Past 12 Months)


Bleisure Travelers

54.5%


36.5%

51.5% 50.3%

29.7%34.5%

20.6%

74.3%

52.7%

12.0% 12.6% 13.8%

0%

20%

40%

60%

80%

Share

experiences with

friends & family

Keep a record of

personal

memories

Influence my

friends/followers

to travel

Start online

conversations

with my

friends/followers

Bragging rights -

to look good to

friends/followers

BLeisure Other Business Travelers

Main Motivations for Posting Images on Social Media

Question: When traveling for leisure, do you take photos/videos to

share on social media? (ALWAYS)


Takeaways

1. Extend trips for marketable reasons

2. International super travelers

3. Strong use of social media for travel planning

4. Motivated to post on social for different

reasons compared to other business travelers

Travelers who have extended a business trip

for leisure

Bleisure Travelers

Generation Z National Parks Travelers


Travelers between 15

and 23 years of age

Travelers who have

ventured abroad for

leisure in the past 12

months

Travelers who have visited

a National Park on a

leisure trip in the past 12

Months


Family Travelers

Travelers who have taken

their own children with

them on a leisure trip in

the past 12 months

Social Media-Influenced

Travelers

Travelers who visited a place

because social media content

influenced them to do so


Bleisure Travelers

Travelers who have

extended a business trip

for leisure


Travelers who have used any

printed travel planning

resource in the past 12

months

THANK YOU

destinationanalysts.com

[email protected]

traveler segments: their sentiments, interests and behaviors€¦ · culinary interest generation z...

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