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Consumer Value and Lifestyle Trends / Indicators

This report explores the top travel activities, impacts of terrorism, budget changes, and travel preferences of different generations and demographics. It also analyzes trends such as solo travel, pet-friendly travel, purpose-driven travel, and the rise of Latino and Chinese travelers.

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Consumer Value and Lifestyle Trends / Indicators

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  1. Consumer Value andLifestyle Trends / Indicators John Poimiroo, Poimiroo & Partners

  2. 2010 - Year of the Bed Bug

  3. Top 10 Travel Activities • Visiting friends and relatives • Sightseeing • Beaches/waterfronts • Zoos/aquariums/science museums • National Parks • State Parks • Going on a cruise • Theme Parks • Visiting a City • Visiting a mountain area Source: travelhorizons™, July 2009

  4. The Impact of Terrorism • 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

  5. Lowered Budgets,Not Lowered Expectations • Comfort Travel • Pampering without the cost • Retro lodging with contemporary services

  6. Boomers Older Boomers (1946 – 1954) 15% of leisure travelers 4.4 leisure trips/year Younger Boomers (1955 – 1964) 21% of leisure travelers 4.1 leisure trips/year Boomers now are 46 to 64 years old

  7. X Generation • Born 1965 – mid 1970s (41 million) • Career oriented • Entrepreneurial (Think Dot Com) • Transition from job to job, easily • Pragmatic • Friends are important to them • First computer generation – online buyers • Frustrated home buyers • Some travel with parents or give kids to parents and travel as couples • Skeptical of advertising claims

  8. Y Generation (Millennials) • I am my own person • Communications must be hip and popular without looking commercial • Meaningful life • Public service is important • Not career ladder oriented • Spontaneous travel decisions • Travel with friends • Pessimistic about their future • Born mid- 1970s - 2002 • Echo Boomers (1982 – 1995) • 51 million • Inherently Wired • Cell phones • Email • Blogs • Virtual tribes • Friends as Family • 3 in 4 working mothers; 1 in 4 single parent families

  9. 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

  10. 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

  11. 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

  12. Travel with Pets • 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 Source: travelhorizons™, July 2009

  13. Purpose-driven Travel • X-gens, Y-gens and Boomers • Voluntourism • Edutourism • Adventure Travel • Travel with a purpose • Travel with meaning Angel Island State Park

  14. Park Prescriptions • Take a hike and call me in the morning • Childhood obesity and diabetes • For Physical and Mental health • Unplug and go outside

  15. 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

  16. Latino Travelers

  17. International Travel • 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

  18. Travel From China 61% increase $3.5 billion in 2008

  19. Poimiroo & Partners john@poimiroo.com

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