旅行和消费者趋向(1)

TravelandConsumerTrendsOhioTravelAssociationFallConferenceOctober2004OverviewKeyTravelTrends–YankelovichLeisureTravelMonitor–TravelIndustryAssociationofAmericaKeyConsumerTrends–Psychographics-Iconoculture:thefutureain’twhatitusedtobe–Yankelovich–RockingtheAges(GenerationalMarketing)YankelovichLeisureTravelMonitor2004BrandCharismaThe2004Monitorfocusesonbuilding“BrandCharisma.”Thereportdiscussesthatconsumeraredisenchantedwiththemarketplaceandbusinessasusual.Customersmustberesoldonthemarketplaceingeneralandwiththespecificbrand.BrandCharismaBrandCharismais“theabilityofabrandtoinspireandattractconsumerswithsuchpassionthattheyaggressivelyseekthebrandout.”BrandCharismaForabrandtohavecharismaitmust:Embodyacompellingsenseofleadership–throughintegrity,authenticityandatangiblevisionofthefutureDisplaymomentum,imaginationandélanBealighteningrodsforapositiveemotionCareaboutconsumersmorethantheycareaboutthemselvesRecognizewhentheconsumer’smindsetorlifestylechangesandimmediatelyletstheconsumerknowitknowsMarketingTrendsResellingaconsumerrequires:oLettinggoofconventionalassumptionsofwhatillmotivateandsatisfyconsumersbecausetheseassumptionsarenowindangerofbeingworsethanunhelpfuliftheyspeaktoaconsumermindsetthatnolongerexists.oStartingfromthepremisethatconsumerswillactivelyresiststandardmarketingefforts.MarketingTrendsoAcknowledgingthatmanyelementsofvaluehaveeitherbecomeacostofentryorhavelosttheirpowerbecausetheyhavebecomecommonplace.oIdentifyingemerging,relevantpayoffsthatwillofferconsumersasensethatwhattheydoandwhattheybuy–andhowtheybuyit–addsmeaningandsatisfactiontotheirlives.TripExperiencesAttributesConsideredExtremely/VeryDesirable2003%2004%Experimentation/Fantasy/AmbianceBeautifulScenery8486AplaceIhavenevervisited7581Abeachexperience6366Anopportunitytoeatdifferentcuisines5259Ahotelwithcasuallyelegantambiance4952Nightlifeandliveentertainment4752Optionofschedulingvacationactivitiespriortoarrival4752Ahotelwithanhistoricalambiance4046TripExperiences2003%2004%Goingtothemeparks4443Adestinationthatisremote/untouched4343Ahotelorresortwithadistinctivethemeoratmosphere3642Ahotelwithaformal/elegantdécor3635Goingtoaspa3334Aboutiquehotel-unusualatmosphere3032Learninganewskilloractivity3030Beingabletogamble2525TripExperiences2003%2004%PhysicalActivitiesGettingexercise4545Hikingandoutdooradventure3942Snorkelingorscubadiving3039Bicyclingtripsthroughthecountryside2325Snowskiing1917Playinggolf1516Mountainbiking1215Snowboarding1210Playingtennis76TripExperiences2003%2004%OtheractivitiesParticipatinginactivitieswithchildren6965Visitingarts/architecture/historicalsites4952Ahotelhavingakidsclubororganizedfamilyactivities4341Shopping4539TripExperiences2003%2004%Familiarity/ControlSafetyofahotelormotel8684Safetyofadestination7778AplaceIhavevisitedbefore5455Havingaseparatechildren’s/teensprogram2730HavingaccesstotheInternetoranonlineservice2926TripExperiences2003%2004%PricingAnall-inclusivevacationprice(airtransportation,6164accommodations,food,transfertothehotelorresortandsomerecreation)Anall-inclusiveresortprice(accommodations,food,5662beverageandrecreation)TypesofLeisureTripsTaken2003%2004%VFR5054Naturalistic3637City2128GeneralSightseeing2826SportingEvent98Gambling1011ThemePark1010All-inclusiveResort69Cruise56Golf32ConfidenceinSelectedInformationSources2003%2004%Whenconsideringtravel,veryconfidentin…Recommendationfromfamily8083Informationintravelguidebooks5254Informationonawebsite4149*Travelagent4646Informationintravelbrochures3438Articlesinnewspapers/mags/TV3438Informationintraveladvertising2126InternetAccess2003%2004%Usedinternetto…Obtaintravelinfoandpricing5763*Makeatravelbooking3845*Hotelreservations6773*Airlinereservations6564Carrentalreservations2932Completevacationreservations2120AveragenumberofsitesvisitedN/A3.9UsageofTravelWebSitesTomaketravelreservations…2003%2004%Travelocity.com2837Expedia.com2531Airlinebrandwebsite2229Hotelbrandwebsite2124Orbitz.com1319Carrentalbrand915Priceline.com1114UsageofTravelWebsitesTomaketravelreservations…2003%2004%Hotels.com1213Searchengine611Hotwire.com47AOLTravel56Countryordestinationpromotionboard-specific45Trip.com21Other810UsageofTravelWebsitesToobtaininformationandpricing…2003%2004%Travelocity.com4755Expedia.com4148Airlinebrandwebsite3036Searchengine2536Orbitz.com2835Hotels.com2332Priceline.com3030Hotelbrandwebsite2530UsageofTravelWebsitesToobtaininformationandpricing…2003%2004%Countryordestinationpromotionboard-specific1518Carrentalbrand1418Hotwire.com1317AOLTravel1313Trip.com64Other132TravelIndustryAssociationofAmericaTotalnumberoftrips1,140,000,000*Purposeoftrip–LeisureTravel82%–Business/convention12%–Business/pleasure6%–Persontrip=onepersontraveling50miles(oneway)ormoreawayfromhomeand/orovernight.Atripisoneormorepersonsfromthesamehouseholdtravelingtogether.TotalDomesticU.S.Person-trips-2003ModesofTransportation–Auto/truck/RV78%–Airplane16%–Rentalcar3%–Bus/Motorcoach2%–Train/ship1%TopA