DESTINATIONS EDITION THE STATE OF THE AMERICAN TRAVELER: JANUARY 28, 2021
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THE STATE OF THE AMERICAN TRAVELER: DESTINATIONS EDITION JANUARY 28, 2021
With You
Chris Adams Dave Bratton Laura Libby
Head of Research and Insights Founder & Managing Director Senior Vice President
Miles Partnership Destination Analysts Miles Partnership
Panelists
Jillian Simpson Lynn Bruni-Perkins
Vice President VP, Global Marketing Communications
Alaska Travel Industry Association San Francisco Travel
THE STATE OF THE AMERICAN TRAVELER: DESTINATIONS EDITION Research, slides and other resources will be available at www.milespartnership.com/SAT www.destinationanalysts.com
1. Current Traveler Sentiment
2. Destinations Edition Research
Agenda 3. Panelist Discussion
4. Additional Resources
5. Q&A
THE STATE OF THE AMERICAN TRAVELER Destinations Edition, 2021
The State of the American Traveler
o Quarterly online survey conducted since 2006
o Data collected in mid-January
o Examines traveler sentiment, motivations &
behaviors
o Survey invitation sent to a nationally
representative sample of US adults
o Total sample of 2,000 American leisure travelers
The State of the American Traveler, Destinations Edition, Destination Analysts, Inc. Winter 2021
MONTHS TRIPS WERE TAKEN IN 2020
Question: In which 35%
78.8%
month(s) of 2020 did 29.4% Traveled
30%
you travel for any 27.4%
reason? (Select all the 25%
23.3%
21.5%
months you traveled) 19.2% 19.4%
21.2%
20% 18.9% 17.4%
17.4% 17.0%
(Base: Coronavirus Travel Sentiment Survey,
15%
Destination Analysts, Inc. Waves 43 data. All
respondents, 1,206 completed surveys. Data 11.6%
collected January 1-3, 2021) 9.2%
10%
5%
0%
PAGE 8
• Current Traveler Sentiment • Destination Travel Plans, 2021 • Desired Experiences • Travel Planning Resources • Travel Aspirations • Special Section: Destination Performance Benchmarking
CURRENT TRAVELER SENTIMENT
Question: In the past twelve (12) months, how many trips have you taken of more than 50 miles one-way for purely leisure or personal reasons?
LEISURE TRIPS IN THE PAST 12 MONTHS
Question: In the past twelve (12) months, how many trips have you taken of more than 50 miles one-
way for purely leisure or personal reasons?
6
4.88
5
4 4.07
3.46
3 3.35
2
1
0
PAGE 12LEISURE TRIPS IN THE PAST 12 MONTHS
Question: In the past twelve (12) months, how many trips have you taken of more than 50 miles one-
way for purely leisure or personal reasons?
6 31.5%
Day Trip
5
4
3
51.0%
2 Day Trip
1
0
PAGE 13LEISURE TRIPS IN THE PAST 12 MONTHS
Question: In the past twelve (12) months, how many trips have you taken of more than 50 miles one-
way for purely leisure or personal reasons?
6 56.0%
Road trips
5
4
3
76.6%
2 Road trips
1
0
PAGE 14Question: In the next 12 months, do you expect to travel more or less for leisure than you did in the most recent 12-month period?
TRAVEL IN THE NEXT TWELVE MONTHS: TRIPS
Question: In the next 12
months, do you expect to I expect to
travel more
travel more or less for for leisure,
44.9% I expect to
leisure than you did in the travel about
most recent 12-month the same for
leisure, 39.9%
period? (Select one)
I expect to
travel less for
leisure, 15.3%
PAGE 16TRAVEL IN THE NEXT TWELVE MONTHS: TRIPS
I expect to travel more for leisure I expect to travel about the same for leisure I expect to travel less for leisure
70.0% Pandemic begins
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Question: In the next 12 months, do you expect to travel more or less for leisure than you did in the most recent 12-month period? (Select one)
PAGE 17FUTURE TRAVEL EXPECTATIONS
Question: Please tell us how you're I will travel more to make up for
looking at the future right now. Which lost time 22.2%
best describes how you will approach
leisure travel as life returns to normalcy
(or near normalcy) after the COVID-19
pandemic? I will travel like I did before the
pandemic 50.9%
I will travel less than before the
pandemic 13.9%
S O U RC E : C O RO N AV I R U S T R AV E L
S E N T I M E N T I N D E X , D E S T I N AT I O N
A N A LY S T S, J A N U A RY 2 0 2 1
I don't know / I'm not sure 13.0%
0% 10% 20% 30% 40% 50% 60%
PAGE 18Question: In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12-month period?
TRAVEL IN THE NEXT TWELVE MONTHS: SPENDING
Question: In the next 12
months, do you expect to
I expect to I expect to
spend more or less for leisure
spend more spend about
travel than you did in the most on leisure the same on
travel, 42.1% leisure travel,
recent 12-month period? 41.0%
I expect to
spend less on
leisure travel,
17.0%
PAGE 20TRAVEL IN THE NEXT TWELVE MONTHS: SPENDING
I expect to spend more on leisure travel I expect to spend about the same on leisure travel I expect to spend less on leisure travel
70.0%
Pandemic begins
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Question: In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12-month period?
PAGE 21Thinking carefully about how you expect to spend your income in
the NEXT 12 MONTHS, please use the scale below to describe your
spending priorities in next year.
PAGE 22LEISURE TRAVEL AS A SPENDING PRIORITY
Question: Thinking carefully
about how you expect to spend Extremely high priority 11.8%
your income in the NEXT 12 27.7%
MONTHS, please use the scale
High priority 15.9%
below to describe your spending
priorities in next year.
Somewhat high priority 24.1%
Leisure travel will be a _________
Neutral - neither high nor low priority 30.3%
Somewhat low priority 7.8%
Low Priority 5.2%
10.1%
Extremely low priority 4.9%
0% 5% 10% 15% 20% 25% 30% 35%
PAGE 23LEISURE TRAVEL AS A SPENDING PRIORITY
Top 3-Box Score (High Priority - Any level) Bottom 3-Box Score (Low priority - Any level)
Pandemic begins
80%
70%
60% 70.6% 51.7%
50% 44.8%
35.4%
40%
30%
20%
10%
0%
Winter 2018 Spring 2018 Fall 2018 Winter 2019 Summer Winter 2020 Summer Fall 2020 Winter 2021
2019 2020
Question: Thinking carefully about how you expect to spend your income in the NEXT 12 MONTHS,
please use the scale below to describe your spending priorities in next year.
PAGE 24How much IN TOTAL is the maximum you will spend on leisure travel (including airfare, accommodations and all other trip related spending) during the NEXT TWELVE (12) MONTHS?
MAXIMUM LEISURE TRAVEL BUDGET
2.8%
Question: How much IN TOTAL is Over $4000 27.7% July
the maximum you will spend on
leisure travel (including airfare, $3501 to $4000 4.1%
accommodations and all other trip
related spending) during the $3001 to $3500 7.0%
NEXT TWELVE (12) MONTHS?
$2501 to $3000 6.3%
Mean= $3,865
$2001 to $2500 4.1%
$1501 to $2000 8.8%
$1001 to $1500 6.7%
$501 to $1000 13.9%
Zero to $500 20.7%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
PAGE 26MAXIMUM LEISURE TRAVEL BUDGET (MEAN)
$4,500 Pre-pandemic average = $3,499
$4,180
$4,000 $3,865 $3,847
$3,643 $3,865
$3,649
$3,544 $3,698 $3,642
$3,445
$3,500 $3,381
$3,632
$3,453 $3,232 $3,212
$3,362
$3,000 $3,261 $3,147 $3,133
$2,929
$2,500
Pandemic
begins
$2,000
Question: How much IN TOTAL is the maximum you will spend on leisure travel (including airfare,
accommodations and all other trip related spending) during the NEXT TWELVE (12) MONTHS?
PAGE 27Destination Travel Plans for 2021
PAGE 28EXPECTATIONS TO VISIT DESTINATION TYPES, 2021
Percent taking at least one trip
Question: In the NEXT TWELVE
Cities or metropolitan areas 59.4%
MONTHS, how many trips will you
take that will include each of the Beach destinations/resorts 55.8%
following types of leisure Small towns, villages or rural
52.2%
destinations/attractions
destinations? State, county or regional parks or recreation
36.3%
areas
U.S. National Parks 34.7%
Mountain destinations/resort 30.7%
Theme or amusement parks 27.7%
Desert destinations/resorts 20.3%
0% 10% 20% 30% 40% 50% 60% 70%
PAGE 29EXPECTATIONS TO VISIT DESTINATION TYPES, 2016-2021
80%
Cities or metropolitan areas
70%
Small towns, villages or rural
destinations/attractions
60%
Beach destinations/resorts
50%
Mountain destinations/resort
40%
Desert destinations/resorts
30%
Theme or amusement parks
20%
U.S. National Parks
10%
State, county or regional parks or
recreation areas
0%
Winter 2016 January 2017 Winter 2018 Winter 2019 Winter 2020 Winter 2021
PAGE 30NUMBER OF TRIPS EXPECTED IN 2021
Number of Trips Expected
Question: In the NEXT TWELVE
Cities or metropolitan areas 59.4% 1.42
MONTHS, how many trips will you
Small towns, villages or rural
take that will include each of the destinations/attractions 55.8% 1.19
following types of leisure Beach destinations/resorts 52.2% 1.04
destinations? State, county or regional parks or recreation
36.3% 0.83
areas
U.S. National Parks 34.7% 0.65
Mountain destinations/resort 30.7% 0.60
Theme or amusement parks 27.7% 0.51
Desert destinations/resorts 20.3% 0.40
0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6
PAGE 31TRIPS EXPECTED IN 2021
Number of Trips Expected
2.00
Cities or metropolitan areas
1.80
Small towns, villages or rural
1.60
destinations/attractions
Beach destinations/resorts 1.40
1.20
Mountain destinations/resort
1.00
Desert destinations/resorts 0.80
0.60
Theme or amusement parks
0.40
U.S. National Parks 0.20
0.00
State, county or regional parks or
recreation areas Winter 2016 January 2017 Winter 2018 Winter 2019 Winter 2020 Winter 2021
PAGE 32DESTINATION EXCITEMENT
Top 3 Box Score (8-10)
Question: Thinking carefully
Beach destinations/resorts 52.3%
about THE NEXT TWELVE (12)
MONTHS. Use the 10-point U.S. National Parks 39.4%
scale where 10 = "Very excited"
Cities or metropolitan areas 39.0%
and 1 = "Not at all excited" to
Small towns, villages or rural
state how generally excited you 38.5%
destinations/attractions
are to visit each in the Mountain destinations/resorts 36.1%
upcoming year?
Theme or amusement parks 29.6%
Desert destinations/resorts 25.8%
0% 10% 20% 30% 40% 50% 60%
PAGE 33DESTINATION EXCITEMENT
Cities & Metropolitan Areas Beach Destinations & Resorts
Top 3 Box Score (8-10) Top 3 Box Score (8-10)
70% 70%
60.4% 60.7% 59.0% 60.8%
60% 60% 57.0%
53.2% 54.1%
49.6% 52.3%
49.2%
50% 47.1% 50%
40% 39.0%
40%
30% 30%
20% 20%
10% 10%
0% 0%
Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter
2016 2017 2018 2019 2020 2021 2016 2017 2018 2019 2020 2021
PAGE 34DESTINATION EXCITEMENT
Small towns, villages or rural Theme Parks
destinations/attractions Top 3 Box Score (8-10)
Top 3 Box Score (8-10)
70% 70%
60% 60%
50% 45.7% 45.3% 50%
42.1% 42.4% 42.2% 42.7%
40.1% 38.5% 39.6% 40.8%
40% 40%
34.3%
30% 29.6%
30%
20% 20%
10% 10%
0% 0%
Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter
2016 2017 2018 2019 2020 2021 2016 2017 2018 2019 2020 2021
PAGE 35DESTINATION EXCITEMENT
Mountain Destinations & Resorts U.S. National Parks
Top 3 Box Score (8-10) Top 3 Box Score (8-10)
70% 60%
60% 49.0%
50%
45.8%
50% 42.8% 42.2%
40.4% 39.4%
42.0% 40%
39.5% 40.0% 40.8%
40% 37.1% 36.1%
30%
30%
20%
20%
10% 10%
0% 0%
Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter Winter
2016 2017 2018 2019 2020 2021 2016 2017 2018 2019 2020 2021
PAGE 36INABILITY TO FULLY ENJOY TRAVEL RIGHT NOW
How much do you agree with the following statement?
Statement: If I were to travel now for leisure, I would not be able to fully enjoy it.
Historical data
Agree, 38.2%
Agree or Strongly Agree Disagree or Strongly Disagree
70%
60.5% 65.2%
60%
Strongly
agree, 27.0% 50%
40%
Neutral (neither 30%
agree nor 20% 19.0%
disagree), 19.2%
10%
Strongly disagree, 15.9%
6.8% Disagree, 12.2% 0%
(Base: Base: Coronavirus Travel Sentiment Survey, Destination Analysts, Inc. Waves 20, 28-46
data. All respondents, 1,206, 1,200, 1,205, 1,203, 1,203, 1,204, 1,203, 1,203, 1,205,
1,206, 1,205, 1,205, 1,204, 1,206, 1,201, 1,207, 1,206, 1,225, 1,205 and 1,206
completed surveys.)
PAGE 37DESIRED EXPEREINCES
INTEREST IN TRIP EXPERIENCES
Question: In general, how Enjoying scenic beauty 69.8%
Outdoor activities (warm weather) 65.9%
interested are you in taking Take Road Trips 61.6%
Visits to beach destinations or resorts 61.6%
LEISURE TRIPS which would Visit U.S. National Parks 56.5%
Visiting historical attractions 55.3%
include the following: Cuisine and food experiences 52.8%
Visit State, local or regional parks 51.9%
Small towns, villages or rural destinations/attractions 50.1%
Big city experiences 44.2%
Visits to foreign countries 43.5%
Arts & culture 42.2%
Visits to mountain destinations/resorts (including ski resorts) 42.1%
Attend Festivals and Special Events 38.3%
Visits to desert destinations or resorts 36.6%
INTERESTED OR Theme or amusement parks 36.4%
VERY INTERESTED Outdoor activities (winter) 26.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
PAGE 39INTEREST IN TRIP EXPERIENCES
Question: Tell us about your Have fun 79.5%
Relax 71.3%
TYPICAL PRIORITIES when Find happiness 64.3%
Spend time with family 64.2%
traveling for leisure. However Spend time with my spouse/partner 62.9%
Escape stress 60.0%
you personally define each, use Have brand new experiences 53.9%
Excitement of exploration 50.3%
the scale provided to indicate Escape boredom 50.0%
Connect with nature 44.3%
how important each is to you Food/culinary experiences 43.8%
Outdoor recreation 42.2%
when traveling for leisure. Cultural expereinces 39.1%
Learning/education 29.3%
HIGH IMPORTANCE Attend festivals & events 22.6%
Meeting new people 21.9%
OR CRITICAL Attend sporting events 18.4%
IMPORTANCE Bragging rights 12.6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
PAGE 40TRAVEL GUILT
How much do you agree with the following statement?
Statement: I would feel guilty traveling right now.
Historical data
Agree, 27.9%
Agree or Strongly Agree Disagree or Strongly Disagree
70%
60% 54.6% 53.5% 53.2%
51.8% 50.8% 49.5%
Strongly Neutral (neither 46.8% 47.9% 49.3% 50.5%
50%46.8%
agree, 25.3% agree nor
disagree), 40%
20.0% 30%
29.3% 28.3% 28.5%
20% 27.5% 24.5% 24.6% 23.8% 23.6% 24.3% 25.3% 26.8%
Disagree, 15.5% 10%
Strongly disagree,
11.4% 0%
(Base: Waves 36-46 data. All respondents, 1,206, 1,205, 1,205, 1,204, 1,206, 1,201,
1,207, 1,206, 1,225, 1,205 and 1,206 completed surveys.)
PAGE 41Travel Planning Resources
PAGE 42USE OF ONLINE VIDEO IN TRAVEL PLANNING
Question: In the PAST TWO (2)
YEARS, have you used ONLINE
VIDEO including visiting video No, 66.3%
sharing websites (e.g. Youtube.com,
AOL Video or Google Video) to plan
any of your leisure trips?
Yes, 29.6%
I don't know,
4.2%
PAGE 43FREQUENCY OF VIDEO USE IN TRAVEL PLANNING
Question: How often do
Always – I use videos for every trip I take 22.0%
you use ONLINE VIDEOS 54.0%
to plan your leisure trip?
Usually – I use videos for most of my trips 32.0%
(Select one)
Sometimes – I use videos, but not usually 35.7%
Rarely – I seldom use video often to plan
10.3%
my travel
0% 10% 20% 30% 40% 50%
PAGE 44TRAVEL PLANNING TASKS DONE WITH ONLINE VIDEO
Question: In the PAST TWO Things to see and do 64.5%
(2) YEARS, which of these Which destinations to visit 54.1%
travel tasks have use used Places to stay 44.8%
ONLINE VIDEO to help with?
Restaurants and dining 44.0%
(Select all that apply)
General travel advice or tips 39.1%
Events and shows 30.3%
Finding discounts and bargains 24.2%
NONE OF THESE 2.0%
0% 10% 20% 30% 40% 50% 60% 70%
PAGE 45LENGTH OF TRAVEL VIDEOS USED
Question: Thinking of travel
Very short: 20 seconds or less 14.5%
videos that influenced the 31.7%
Short: 20-45 seconds 17.2%
above decision(s) – what
length were these videos? Medium: 45 seconds to 2 minutes 38.0%
72.6%
(Select all that apply)
Medium to Long: 2 to 4 minutes 34.6%
Long: 4-8 minutes 26.0%
40.3%
Ultra-Long: More than 8 minutes 14.3%
0% 10% 20% 30% 40% 50%
PAGE 46RECEPTIVITY TO MARKETING CHANNELS
Question: Please think about how Websites found via a search engine 35.8%
Email 25.1%
travel destinations could best reach Official local or state visitor guides (printed) 23.4%
Streaming video services (YouTube, Hulu, etc.) 23.3%
you with their messages right now.
Travel or lifestyle magazines (printed) 22.7%
Where would you generally be Online content (articles and blogs) 22.1%
Facebook 22.1%
MOST RECEPTIVE to learning about Broadcast television 17.7%
Instagram 16.2%
new destinations to visit? (Please Newspaper travel sections (printed) 14.9%
Advertisements on the Internet 13.9%
select all that apply) Twitter 9.7%
Pinterest 9.1%
Travel podcasts 9.0%
APPs on my mobile phone 7.9%
Text messages 7.9%
TikTok 6.6%
Digital influencers (online personalities with… 5.6%
NONE OF THESE 13.0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
PAGE 47RECEPTIVITY TO MARKETING CHANNELS
Question: Please think about how Websites found via a search engine 35.8%
Email 25.1%
travel destinations could best reach Official local or state visitor guides (printed) 23.4%
Streaming video services (YouTube, Hulu, etc.) 23.3%
you with their messages right now.
Travel or lifestyle magazines (printed) 22.7%
Where would you generally be Online content (articles and blogs) 22.1%
Facebook 22.1%
MOST RECEPTIVE to learning about Broadcast television 17.7%
Instagram 16.2%
new destinations to visit? (Please Newspaper travel sections (printed) 14.9%
Advertisements on the Internet 13.9%
select all that apply) Twitter 9.7%
Pinterest 9.1%
Travel podcasts 9.0% Total Social Media
APPs on my mobile phone 7.9%
Text messages 7.9% 36.8%
TikTok 6.6%
Digital influencers (online personalities with… 5.6%
NONE OF THESE 13.0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
PAGE 48SINGLE MOST RECEPTIVE CHANNEL
Question: Which would be the
Email 18.1%
SINGLE BEST WAY a travel Websites found via a search engine 13.2%
Facebook 7.6%
destination could reach you right Streaming video services (YouTube, Hulu, etc.) 7.0%
Official local or state visitor guides (printed) 5.6%
now? (Select one) Online content (articles and blogs) 5.6%
Travel or lifestyle magazines (printed) 5.4%
Broadcast television 4.9%
Instagram 4.3%
Newspaper travel sections (printed) 3.2%
Text messages 2.7%
Advertisements on the Internet 2.5%
Twitter 1.7%
APPs on my mobile phone 1.3%
Pinterest 1.2%
TikTok 1.2%
Travel podcasts 1.2%
Digital influencers (online personalities with… 1.0%
NONE OF THESE 12.8%
0% 5% 10% 15% 20%
PAGE 49FREQUENCY OF USE
Question: In general, when Websites found via a search engine 44.9%
Official websites of visitors bureaus 25.0%
planning your travel which Official websites of state or natl govt travel offices 24.8%
Streaming video services (YouTube, Hulu, etc.) 23.9%
best describes how often you Online content (articles and blogs) 23.8%
Official local or state visitor guides (printed) 22.8%
use each of the following? Facebook 19.9%
Broadcast television 19.5%
Travel or lifestyle magazines (printed) 18.6%
Instagram 17.2%
ALWAY S OR APPs on my mobile phone 17.1%
Newspaper travel sections (printed) 15.4%
FREQUENTLY USE Twitter 12.3%
Pinterest 12.0%
Digital influencers (online personalities with large… 11.6%
Travel podcasts 10.9%
TikTok 10.6%
No Answer 29.4%
0% 20% 40% 60%
PAGE 50FREQUENCY OF USE
Question: In general, when Websites found via a search engine 44.9%
Official websites of visitors bureaus 25.0%
planning your travel which Official websites of state or natl govt travel offices 24.8%
Streaming video services (YouTube, Hulu, etc.) 23.9%
best describes how often you Online content (articles and blogs) 23.8%
Official local or state visitor guides (printed) 22.8%
use each of the following? Facebook
Broadcast television
19.9%
Total DMO
19.5%
Travel or lifestyle magazines (printed) 18.6% 37.1%
Instagram 17.2%
ALWAY S OR APPs on my mobile phone 17.1%
Newspaper travel sections (printed) 15.4%
FREQUENTLY USE Twitter 12.3%
Pinterest 12.0%
Digital influencers (online personalities with large… 11.6%
Travel podcasts 10.9%
TikTok 10.6%
No Answer 29.4%
0% 20% 40% 60%
PAGE 51TRAVEL ASPIRATIONS, 2021
PAGE 52MOST DESIRED DOMESTIC DESTINATIONS
New York City 17.1%
Question: What are the Las Vegas 14.5%
Florida 11.7%
five domestic destinations Orlando/DisneyWorld 9.7%
Los Angeles 7.3%
that you would most like California 7.2%
Hawaii 7.0%
to visit in the upcoming Chicago 4.9%
Miami 4.9%
Texas 4.5%
year? (Write in up to five) Yellowstone 4.5%
San Diego 4.4%
Arizona 4.1%
Grand Canyon 3.8%
Washngton DC 3.7%
New Orleans 3.7%
Boston 3.7%
Colorado 3.7%
San Francisco 3.4%
Dallas 2.6%
Myrtle Beach 2.4%
Alaska 2.4%
0% 5% 10% 15% 20%
PAGE 53INTERNATIONAL ASPIRATIONS: NEXT 12 MONTHS
Question: How likely are you to
Very likely 16.6%
travel outside the United States 30.1%
for leisure in the NEXT TWELVE
Likely 13.5%
(12) MONTHS?
Neutral (neither likely nor unlikely) 15.2%
Unlikely 13.2%
54.7%
Very unlikely 41.5%
0% 10% 20% 30% 40% 50%
PAGE 54INTERNATIONAL ASPIRATIONS: NEXT 3 YEARS
Question: How likely are you to
Very likely 30.6%
travel outside the United States
47.1%
for leisure in the NEXT THREE (3)
Likely 16.5%
YEARS?
Neutral (neither likely nor unlikely) 15.2%
Unlikely 8.9%
37.6%
Very unlikely 28.7%
0% 20% 40%
PAGE 55INTERNATIONAL ASPIRATIONS: DESIRED REGIONS
Question: Which regions
Europe 30.6%
are you likely to visit in the
Canada 24.4%
NEXT THREE (3) YEARS?
Mexico, Central America and the
21.9%
Caribbean
Asia and the Middle East 11.0%
Australia, New Zealand & the
8.3%
Pacific Islands
South America 7.7%
Africa 4.8%
0% 5% 10% 15% 20% 25% 30% 35%
PAGE 57MOST DESIRED DESTINATIONS: EUROPE
Italy 31.7%
Question: What destinations (if United Kingdom 21.9%
France 21.7%
any) in EUROPE would you most Germany 16.5%
Spain 14.4%
like to visit? (Write in as many as Ireland 13.1%
London 12.7%
three) Paris 9.2%
Scotland 8.7%
Greece 8.0%
Netherlands 6.5%
Portugal 5.4%
Austria 4.4%
Switzerland 3.9%
Rome 3.3%
Denmark 2.6%
Russia 2.5%
Norway 2.5%
Poland 2.3%
Croatia 2.3%
0% 5% 10% 15% 20% 25% 30% 35%
PAGE 58MOST DESIRED DESTINATIONS: CANADA
Question: What destinations Toronto 28.9%
Vancouver 20.1%
(if any) in CANADA would you Montreal 18.4%
Niagara Falls 11.9%
Quebec 11.1%
most like to visit? (Write in as Ontario 7.6%
British Columbia 7.2%
many as three) Banff National Park 6.1%
Ottawa 4.1%
Victora 3.9%
Nova Scotia 3.7%
Quebec City 2.7%
Calgary 2.3%
Alberta 2.0%
Edmonton 1.8%
Prince Edward Island 1.4%
Yukon 1.2%
New Foundland 1.2%
Lake Louise 1.2%
New Bruswick 1.0%
0% 5% 10% 15% 20% 25% 30% 35%
PAGE 59MOST DESIRED DESTINATIONS: MEXICO/CENTRAL AM/CARIBBEAN
Question: What destinations (if Cancún 14.4%
Bahamas 10.3%
any) in MEXICO, CENTRAL Mexico 10.0%
Aruba 10.0%
AMERICA & THE CARIBBEAN Cabo San Lucas
Jamaica
8.7%
8.2%
Cozumel 8.2%
would you most like to visit? Costa Rica 7.3%
Mexico City 6.4%
(Write in as many as three) Puerto Rico 5.0%
Puerto Vallarta 4.1%
Caribbean 3.9%
Dominican Republic 3.7%
St. Maarten 3.4%
Virgin Islands 3.2%
Belize 3.2%
Cayman Islands 3.0%
Tulum 2.1%
Panama 2.1%
Barbados 1.8%
0% 2% 4% 6% 8% 10% 12% 14% 16%
PAGE 60MOST DESIRED DESTINATIONS: ASIA & THE MIDDLE EAST
Question: What destinations Japan 37.4%
China 16.9%
(if any) in ASIA & THE South Korea 14.6%
India 10.0%
Thailand 9.1%
MIDDLE EAST would you Singapore 7.8%
Philippines 7.8%
most like to visit? (Write in as Hong Kong 6.8%
Israel 6.4%
many as three) Tokyo 5.5%
Vietnam 5.0%
Taiwan 5.0%
Dubai 5.0%
Jordan 4.6%
UAE 3.7%
Turkey 2.7%
Egypt 2.7%
Malaysia 2.3%
Cambodia 2.3%
Indonesia 1.8%
0% 10% 20% 30% 40%
PAGE 61MOST DESIRED DESTINATIONS: AUSTRALIA/NEW ZEALAND/PACIFIC
Question: What destinations (if Sydney 31.9%
Melbourne 9.0%
Auckland 7.2%
any) in AUSTRALIA, NEW The Outback 4.8%
Great Barrier Reef 4.8%
ZEALAND & THE PACIFIC ISLANDS Fiji 4.8%
Tahiti 4.2%
would you most like to visit? Brisbane 4.2%
Tasmania 2.4%
(Write in as many as three) Perth 2.4%
Queensland 1.8%
Hawaii 1.8%
French Polynesia 1.8%
Bora Bora 1.8%
Wellington 1.2%
Canberra 1.2%
Ayers Rock 1.2%
Cairns 0.6%
Alice Springs 0.6%
Adelaide 0.6%
0% 5% 10% 15% 20% 25% 30% 35%
PAGE 62MOST DESIRED DESTINATIONS: SOUTH AMERICA
Question: What destinations (if Brazil 29.9%
Argentina 27.9%
any) in SOUTH AMERICA would Peru 21.4%
Colombia 18.8%
Chile 15.6%
you most like to visit? (Write in as Ecuador 5.2%
Uruguay 3.9%
many as three) Galápagos Islands 3.2%
Machu Picchu 2.6%
Rio de Janeiro 1.9%
Patagonia 1.9%
Falkland Islands 1.9%
Buenos Aires 1.9%
Aruba 1.9%
Paraguay 1.3%
Montevideo 1.3%
Bolivia 1.3%
Bogota 1.3%
Angel Falls 1.3%
Amazon Rainforest 1.3%
0% 5% 10% 15% 20% 25% 30% 35%
PAGE 63MOST DESIRED DESTINATIONS: AFRICA
South Africa 4.4%
Question: What destinations (if Egypt 2.0%
Morocco 1.3%
any) in AFRICA would you most Kenya 1.1%
Nigeria 1.0%
like to visit? (Write in as many as Madagascar 0.8%
Tanzania 0.7%
three) Zimbabwe 0.5%
Ghana 0.5%
Zambia 0.3%
Uganda 0.3%
Tunisia 0.3%
Congo 0.3%
Togo 0.2%
Sudan 0.2%
Nairobi 0.2%
Liberia 0.2%
Johannesburg 0.2%
Ethiopia 0.2%
Cape Town 0.2%
Botswana 0.2%
0% 1% 2% 3% 4% 5%
PAGE 64DESTINATION PERFORMANCE BENCHMARKS
PAGE 65TWO QUESTIONS
Question: I have Question: I am likely to
traveled to (or within) travel to (or within) in
in PAST THREE (3) the NEXT THREE (3)
YEARS YEARS
PAGE 66RECENT PAST - LIKELY FUTURE VISITATION: THE WEST
RECENT VISITATION (PAST 3 YEARS) LIKELY FUTURE VISITATION (NEXT 3 YEARS)
Los Angeles, California 28.9% Las Vegas, Nevada 34.0%
Las Vegas, Nevada 25.5% Hawaii (anywhere in the state) 30.5%
San Francisco, California 21.0% Grand Canyon, Arizona 28.0%
San Diego, California 19.0% San Francisco, California 26.6%
Phoenix, Arizona 17.4% Los Angeles, California 26.3%
Seattle, Washington 15.2% Phoenix, Arizona 24.6%
Anaheim/Disneyland, California 15.0% San Diego, California 24.4%
Grand Canyon, Arizona 13.9% Seattle, Washington 24.1%
Hawaii (anywhere in the state) 13.4% Alaska (anywhere else in the state) 23.9%
Napa Valley, California 13.2% Napa Valley, California 23.7%
Portland, Oregon 11.8% Lake Tahoe area (CA/NV) 22.9%
Sonoma County, California 11.8% Anchorage, Alaska 21.5%
Santa Barbara County, California 11.6% Portland, Oregon 21.5%
Lake Tahoe area (CA/NV) 11.6% Sonoma County, California 21.4%
Tucson, Arizona 11.3% Tucson, Arizona 21.1%
Salt Lake City, Utah 10.9% Anaheim/Disneyland, California 20.4%
Reno, Nevada 10.4% Santa Barbara County, California 19.9%
Rural Nevada (outside Reno or… 9.6% Salt Lake City, Utah 19.6%
Newport Beach, California 9.2% Fairbanks, Alaska 19.1%
Alaska (anywhere else in the… 8.8% Newport Beach, California 18.4%
Monterey County, California 8.5% Monterey County, California 18.4%
Anchorage, Alaska 8.1% Reno, Nevada 18.4%
Fairbanks, Alaska 6.8% Rural Nevada (outside Reno or… 17.4%
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%
Question: I have traveled to (or within) in PAST THREE (3) YEARS Question: I am likely to travel to (or within) in the NEXT THREE (3) YEARS
PAGE 67RATIO OF PAST TO FUTURE VISITATION: THE WEST
Fairbanks, Alaska 2.83
Alaska (anywhere else in the state) 2.72
Anchorage, Alaska 2.65
Hawaii (anywhere in the state) 2.28
Monterey County, California 2.18
Grand Canyon, Arizona 2.02
Newport Beach, California 2.00
Lake Tahoe area (California/Nevada) 1.98
Tucson, Arizona 1.87
Portland, Oregon 1.83
Rural Nevada (outside Reno or Las Vegas) 1.82
Sonoma County, California 1.82
Napa Valley, California 1.80
Salt Lake City, Utah 1.79
Reno, Nevada 1.78
Santa Barbara County, California 1.72
Seattle, Washington 1.59
Phoenix, Arizona 1.41
Anaheim/Disneyland, California 1.36
Las Vegas, Nevada 1.33
San Diego, California 1.29
San Francisco, California 1.27
Los Angeles, California 0.91
0% 50% 100% 150% 200% 250% 300%
PAGE 68FAMILIARITY (TOP 2 BOX SCORES)
Question: How familiar are you Las Vegas, Nevada
Los Angeles, California
46.7%
40.0%
San Francisco, California 39.5%
with the attractions and things Anaheim/Disneyland, California
Hawaii (anywhere in the state)
37.0%
34.0%
San Diego, California 31.7%
to see and do in each Phoenix, Arizona 28.2%
Seattle, Washington 27.3%
Napa Valley, California 26.9%
destination? Lake Tahoe area (California/Nevada) 24.1%
Reno, Nevada 22.7%
Sonoma County, California 22.4%
Tucson, Arizona 22.3%
Portland, Oregon 21.9%
Grand Canyon, Arizona 20.8%
FAMILIAR OR Santa Barbara County, California 19.8%
Salt Lake City, Utah 19.5%
VERY FAMILIAR Newport Beach, California 17.0%
Alaska (anywhere else in the state) 16.3%
Monterey County, California 16.0%
Anchorage, Alaska 16.0%
Rural Nevada (outside Reno or Las Vegas) 15.6%
Fairbanks, Alaska 14.2%
0% 10% 20% 30% 40% 50% 60%
PAGE 69APPEAL (TOP 2 BOX SCORES)
Question: Given what you Hawaii (anywhere in the state)
Grand Canyon, Arizona 49.1%
58.8%
Las Vegas, Nevada 41.9%
currently know and feel about San Francisco, California
San Diego, California
38.9%
38.5%
Lake Tahoe area (California/Nevada) 37.5%
these destinations, please use Alaska (anywhere else in the state) 37.0%
Napa Valley, California 35.3%
Anchorage, Alaska 35.0%
the scale below to state how Anaheim/Disneyland, California 34.2%
Phoenix, Arizona 34.2%
appealing each is to you as a Seattle, Washington
Fairbanks, Alaska
34.1%
32.7%
Los Angeles, California 32.6%
place to visit on a vacation? Sonoma County, California
Tucson, Arizona
30.7%
29.7%
Portland, Oregon 28.8%
Santa Barbara County, California 28.2%
Reno, Nevada 27.3%
APPEALING OR Monterey County, California
Newport Beach, California
26.2%
25.8%
VERY APPEALING Salt Lake City, Utah
Rural Nevada (outside Reno or Las Vegas)
25.5%
22.8%
0% 10% 20% 30% 40% 50% 60% 70%
PAGE 70RECENT PAST - LIKELY FUTURE VISITATION: THE EAST
RECENT VISITATION (PAST 3 YEARS) LIKELY FUTURE VISITATION (NEXT 3 YEARS)
New York City, New York 27.2% New York City, New York 30.8%
Orlando, Florida 24.5% Orlando, Florida 30.4%
Boston, Massachusetts 21.0% The Florida Gulf Coast 27.6%
The Florida Gulf Coast 19.4% Washington, DC 27.4%
Washington, DC 19.1% Boston, Massachusetts 27.2%
Miami, Florida 17.9% Nashville, Tennessee 26.8%
Tampa, Florida 17.5% Charleston, South Carolina 23.4%
Philadelphia, Pennsylvania 16.8% Miami, Florida 22.5%
Nashville, Tennessee 16.5% Philadelphia, Pennsylvania 22.4%
Atlanta, Georgia 16.2% Tampa, Florida 22.1%
St.Petersburg/Clearwater, Florida 14.0% Savannah, Georgia 22.0%
Pittsburgh, PA 12.9% Niagara Falls, New York 21.8%
Atlantic City, New Jersey 12.7% St.Petersburg/Clearwater, Florida 21.7%
Jacksonville, Florida 12.7% Hilton Head Island, South Carolina 21.1%
Savannah, Georgia 12.5% Atlanta, Georgia 20.7%
St. Augustine, Florida 12.2% Outer Banks, NC 20.5%
Charleston, South Carolina 11.9% Sarasota, Florida 20.1%
Sarasota, Florida 11.4% Memphis, Tennessee 19.7%
Memphis, Tennessee 11.3% Atlantic City, New Jersey 18.9%
Baltimore, MD 11.0% Baltimore, Maryland 18.5%
Niagara Falls, New York 10.8% St. Augustine, Florida 18.4%
Hilton Head Island, South Carolina 10.1% Pittsburgh 18.3%
Louisville, Kentucky 10.1% Louisville, Kentucky 17.8%
Outer Banks, NC 10.0% Charlottesville, Virginia 16.6%
Charlottesville, Virginia 7.6% Jacksonville, Florida 15.5%
0% 10% 20% 30% 40% 0% 5% 10% 15% 20% 25% 30% 35%
Question: I have traveled to (or within) in PAST THREE (3) YEARS Question: I am likely to travel to (or within) in the NEXT THREE (3) YEARS
PAGE 71RATIO OF PAST TO FUTURE VISITATION: THE EAST
Charlottesville, Virginia 2.20
Hilton Head Island, South Carolina 2.08
Outer Banks, NC 2.05
Niagara Falls, New York 2.02
Charleston, South Carolina 1.97
Louisville, Kentucky 1.77
Savannah, Georgia 1.77
Sarasota, Florida 1.76
Memphis, Tennessee 1.75
Baltimore, Maryland 1.69
Nashville, Tennessee 1.62
St.Petersburg/Clearwater, Florida 1.56
St. Augustine, Florida 1.51
Atlantic City, New Jersey 1.49
Washington, DC 1.44
The Florida Gulf Coast 1.43
Pittsburgh 1.42
Philadelphia, Pennsylvania 1.33
Boston, Massachusetts 1.29
Atlanta, Georgia 1.27
Tampa, Florida 1.26
Miami, Florida 1.26
Orlando, Florida 1.24
Jacksonville, Florida 1.22
New York City, New York 1.13
0% 50% 100% 150% 200% 250%
PAGE 72FAMILIARITY (TOP 2 BOX SCORES)
Question: How familiar are you Orlando, Florida
New York City, New York
47.8%
46.7%
Washington, DC 42.9%
with the attractions and things Boston, Massachusetts
Miami, Florida
36.5%
34.3%
Tampa, Florida 31.9%
to see and do in each The Florida Gulf Coast
Philadelphia, Pennsylvania
31.7%
31.4%
Niagara Falls, New York 30.8%
destination? Nashville, Tennessee
St.Petersburg/Clearwater, Florida
28.5%
27.8%
Atlanta, Georgia 26.3%
Atlantic City, New Jersey 25.4%
Savannah, Georgia 24.5%
Sarasota, Florida 24.0%
Memphis, Tennessee 23.9%
FAMILIAR OR Baltimore, Maryland
St. Augustine, Florida
22.5%
22.4%
VERY FAMILIAR Charleston, South Carolina
Jacksonville, Florida
22.0%
22.0%
Pittsburgh, PA 20.9%
Hilton Head Island, South Carolina 20.8%
Louisville, Kentucky 20.6%
Outer Banks, NC 20.2%
Charlottesville, Virginia 14.9%
0% 10% 20% 30% 40% 50% 60%
PAGE 73APPEAL (TOP 2 BOX SCORES*)
Question: Given what you Orlando, Florida
The Florida Gulf Coast
42.8%
42.2%
New York City, New York 40.0%
currently know and feel about Boston, Massachusetts
Nashville, Tennessee
39.3%
38.3%
Washington, DC 37.9%
these destinations, please use Niagara Falls, New York
Miami, Florida
36.3%
36.2%
Charleston, South Carolina 36.1%
the scale below to state how Tampa, Florida
St.Petersburg/Clearwater, Florida
36.1%
36.0%
Savannah, Georgia 35.3%
appealing each is to you as a Outer Banks, NC
Hilton Head Island, South Carolina
34.7%
34.6%
Sarasota, Florida 32.6%
place to visit on a vacation? Memphis, Tennessee
St. Augustine, Florida
30.3%
30.3%
Philadelphia, Pennsylvania 30.0%
Atlanta, Georgia 27.2%
Jacksonville, Florida 24.3%
Atlantic City, New Jersey 23.5%
APPEALING OR Louisville, Kentucky
Baltimore, Maryland
23.3%
22.9%
VERY APPEALING Pittsburgh, PA
Charlottesville, Virginia
22.1%
21.5%
0% 10% 20% 30% 40% 50% 60% 70%
PAGE 74RECENT PAST - LIKELY FUTURE VISITATION: CENTRAL
RECENT VISITATION (PAST 3 YEARS) LIKELY FUTURE VISITATION (NEXT 3 YEARS)
Chicago, Illinois 23.2% Denver, Colorado 23.4%
Denver, Colorado 15.0% Chicago, Illinois 23.3%
Dallas, Texas 14.6% New Orleans, Louisiana 22.4%
New Orleans, Louisiana 13.1% Montana (anywhere in state) 21.9%
San Antonio, Texas 12.6% Wyoming (anywhere in state) 21.1%
Austin, Texas 11.9% Dallas, Texas 20.4%
St. Louis, Missouri 11.9% Rapid City, Mt. Rushmore, Badlands area 19.3%
Minneapolis-St. Paul, Minnesota 11.9% Austin, Texas 19.2%
Houston, Texas 11.6% Albuquerque, New Mexico 18.5%
Kansas City, Missouri 11.4% San Antonio, Texas 18.4%
Branson, Missouri 9.7% Branson, Missouri 18.2%
Albuquerque, New Mexico 9.3% St. Louis, Missouri 17.5%
Wyoming (anywhere in state) 9.2% Houston, Texas 17.3%
Detroit, Michigan 9.1% Minneapolis-St. Paul, Minnesota 17.2%
Rapid City, Mt. Rushmore, Badlands… 9.0% Detroit, Michigan 16.7%
Oklahoma City, Oklahoma 8.9% Kansas City, Missouri 16.5%
Montana (anywhere in state) 8.7% Oklahoma City, Oklahoma 16.0%
0% 10% 20% 30% 40% 0% 10% 20% 30% 40%
Question: I have traveled to (or within) in PAST THREE (3) YEARS Question: I am likely to travel to (or within) in the NEXT THREE (3) YEARS
PAGE 75RATIO OF PAST TO FUTURE VISITATION: CENTRAL
Montana (anywhere in state) 2.51
Wyoming (anywhere in state) 2.30
Rapid City, Mt. Rushmore, Badlands area 2.16
Albuquerque, New Mexico 2.00
Branson, Missouri 1.88
Detroit, Michigan 1.84
Oklahoma City, Oklahoma 1.80
New Orleans, Louisiana 1.71
Austin, Texas 1.61
Denver, Colorado 1.56
Houston, Texas 1.49
St. Louis, Missouri 1.48
San Antonio, Texas 1.46
Minneapolis-St. Paul, Minnesota 1.45
Kansas City, Missouri 1.44
Dallas, Texas 1.40
Chicago, Illinois 1.01
0% 50% 100% 150% 200% 250% 300%
PAGE 76FAMILIARITY (TOP 2 BOX SCORES)
Question: How familiar are you New Orleans, Louisiana 29.2%
Chicago, Illinois 27.8%
with the attractions and things San Antonio, Texas
Denver, Colorado
25.6%
25.6%
Dallas, Texas 24.1%
to see and do in each Houston, Texas 22.5%
Austin, Texas 22.5%
destination? Branson, Missouri 21.9%
Minneapolis-St. Paul, Minnesota 21.7%
Rapid City, Mt. Rushmore, Badlands area 19.4%
Kansas City, Missouri 19.0%
Detroit, Michigan 18.5%
FAMILIAR OR Albuquerque, New Mexico 17.9%
VERY FAMILIAR Montana (anywhere in state) 17.0%
Wyoming (anywhere in state) 16.9%
Oklahoma City, Oklahoma 15.1%
North Dakota (anywhere in state) 13.5%
St. Louis, Missouri 12.4%
0% 10% 20% 30% 40% 50% 60%
PAGE 77APPEAL (TOP 2 BOX SCORES*)
Question: Given what you New Orleans, Louisiana 36.9%
Denver, Colorado 31.4%
currently know and feel about San Antonio, Texas
Chicago, Illinois
31.2%
30.6%
Montana (anywhere in state) 29.3%
these destinations, please use Branson, Missouri 29.3%
Austin, Texas 29.0%
the scale below to state how Wyoming (anywhere in state) 27.8%
Dallas, Texas 25.8%
appealing each is to you as a Houston, Texas 25.6%
Albuquerque, New Mexico 24.3%
place to visit on a vacation? Rapid City, Mt. Rushmore, Badlands area 20.8%
Minneapolis-St. Paul, Minnesota 20.5%
North Dakota (anywhere in state) 20.3%
Kansas City, Missouri 18.2%
APPEALING OR Oklahoma City, Oklahoma 16.7%
Detroit, Michigan 15.3%
VERY APPEALING St. Louis, Missouri 12.3%
0% 10% 20% 30% 40% 50% 60% 70%
PAGE 78SPOTLIGHT SEGMENT DMO PANEL DISCUSSION Panelists: Jillian Simpson, Vice President, Alaska Tourism Industry Association & Lynn Bruni-Perkins, VP, Global Marketing Communications, San Francisco Travel
TRAVEL ALASKA – CURRENT CAMPAIGN
TRAVEL ALASKA – CURRENT CAMPAIGN
TRAVEL ALASKA – CURRENT CAMPAIGN
TRAVEL ALASKA – IN-STATE CAMPAIGN
TRAVEL ALASKA – IN-STATE CAMPAIGN
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