Harness the Power & Economic Punch the Group Tour Market Packs

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2 Harness the Power & Economic Punch the Group Tour Market Packs

3 Agenda Planes/Trains/Automobiles/Buses Let s Discuss the Metrics The reasons for Group Travel 3 P s Keep Your Eye on the Opportunities

4 25 Sectors of the Travel Industry Accommodation 19% Food Service 16% Air Service 16 % Motorcoach 4%

5 Snapshot: U.S. Travel Industry.5 trillion in economic output $166 billion in sales Represents 25% of all U.S. service exports 7.8 million U.S. jobs created One out of every 17 Americans work either directly or indirectly for travel or tourism related industries 93% of industry activity is domestic visitors 7% is international Source: 2013 Motorcoach Census American Bus Foundation

6 Size of the Industry 4,011 motorcoach companies in U.S. & Canada 40,000+ motorcoaches 94% of operators have 25 or less coaches Source: 2013 Motorcoach Census American Bus Foundation

7 Bus vs Coach Average Coach $375,000 and up Leather seats Wi-Fi Leg rests Personalized entertainment systems Source: 2013 Motorcoach Census American Bus Foundation

8 Size of Fleets WHO 94% of motorcoach companies small business and operate fewer than 25 motorcoaches Employ 8 or less full-time people Source: 2013 Motorcoach Census American Bus Foundation

9 What They Sell 97% provided charter service 45% provided tour service 25% provided airport shuttle 23% provided scheduled service 21% provided sightseeing 15% provided special operations 10% provided commuter services. Source: 2013 Motorcoach Census American Bus Foundation

10 Tour Services.ie travel package Common itinerary Common travel dates Prearranged Prepaid Include: Transportation Lodging Some or all dining Attraction admissions.

11 Passenger Trips Others, % Students, Million passenger trips % 28.3% Seniors, 23.3 Travelled 69.3 Billion miles % Others Students Seniors Source: 2013 Motorcoach Census American Bus Foundation

12 Level of Experience Product Managers/Tour Operator Experience in the travel industry 10+ Years Industry Experience..55% 6-10 Years Industry Experience.16% 2-5 Years Industry Experience 23% 1 Year Industry Experience 7%7% 16% 6-10 Years 23% 2-5 Years 7% 1 Year or less 55% 10+ Years Source: 2013 Motorcoach Census American Bus Foundation

13 Where Operators Conduct Business Source: 2013 Motorcoach Census American Bus Foundation

14 Travel South USA region 33 million visitors on group tours 21.7 million room nights 105,000 jobs $9 billion in direct economic impact Source: 2014 Commissioned Report American Bus Foundation

15 North Carolina Source: 2014 Commissioned Report American Bus Foundation

16 North Carolina Group Room Nights 2,243,100 room nights annually Upscale Hotel 16% Luxury Hotel 3% Economy Hotel 3% Moderate Hotel 14% Mid-scale Hotel 64% Source: 2014 Commissioned Report American Bus Foundation

17 North Carolina Group Room Nights Southern U.S. Room Nights Luxury Hotel (e.g. Ritz Carlton, Four Seasons) 903,200 Upscale Hotel (e.g. Hyatt, Marriott, Hilton) 5,341,400 Mid-scale Hotel (e.g. Holiday Inn, Courtyard) 12,361,800 Moderate Hotel (e.g. Days Inn, LaQuinta Inn) 2,680,500 Economy Hotel (e.g. Econolodge, Motel 6) 479, ,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 Source: 2014 Commissioned Report American Bus Foundation

18 Why Groups Travel Adventure Tourism AgriTourism Art, Culture, Entertainment Culinary Travel Faith based Travel Sports Student/Youth Tourism Source: 2015 National Tour Association Market Guides

19 Adventure Tourism Nearly 40% of NTA operators offer adventure or active travel product and services 26% of travelers participate in adventure (Source: Xola Consulting) Soft adventure makes up 2/3 of market Types of Adventure & Active Trips Biking Bird watching Cave exploring Canoeing/kayaking Rock climbing Safaris Scuba Diving/Snorkeling Fishing Skiing Hiking/walking Horseback riding Jet boating Zip lining White water rafting Wildlife viewing Source: 2015 National Tour Association Market Guides

20 AgriTourism 26% of NTA tour operators offer agritourism product More than 33,000 farms provide agritourism services Tourism is $704 million annually ( Source: US Census of Agriculture) 62 Million people visit farms, ranches, wineries annually Types of Agritourism Activities Technical tours of agribusiness operations Professional workshops on new techniques or technologies Tours of farms, orchards, vineyards Picking fruits vegetables on farms, orchards or vineyards Lectures/Educational experiences about farming equipment Guest stays on farms, vineyards or B & B s Corn maze, pumpkin patches, hayrides, sleigh or wagon rides Gardening, planting, harvesting Source: 2015 National Tour Association Market Guides

21 Art, Culture, Entertainment 100% of tour operators feature some form of arts, culture and entertainment 60% of NTA operators offer packages with historical and heritage sites 60% include fairs, festivals, carnivals, parades and exhibitions 50% offer packages with theatre, music and/or comedy 850 Million people visit the more than 17,500 museums (Source: America Alliance of Museums) Source: 2015 National Tour Association Market Guides

22 Culinary 48% of NTA operators offer culinary travel products Definition: Those who travel for unique and memorable eating or drinking experiences Approximately one-fifth of the US leisure travel population (Source: Wine & Culinary Travel Report 2014) Interested in local and authentic foods or experiences Different from what they get at home 30% of travelers choose destinations based on availability related to food and drink Beer/ wine/spirits Cooking classes Local foods festivals (cheese, veggies) Chef demonstrations Food fairs and festivals Farmers markets, farm to table experiences Dining gourmet or local hole-in-the-wall Touring food plants and processing centers Source: 2015 National Tour Association Market Guides

23 Faith Based 37 percent of NTA tour operators offer faith-based travel product and services. More than 400,000 religious congregations and communities exist in North America. (Source: American Church Lists) Faith-based Travel Experiences Pilgrimages Religious heritage tours Conferences, conventions, festivals and events Mission trips and volunteer vacations Adventure and active travel Retreats Student and youth trips Cruises Leisure vacations Retreats and religious guest houses Visits to attractions, museums, amusement parks, waterparks, zoos etc... Day-trips and local getaways Source: 2015 National Tour Association Market Guides

24 Sports 41 percent of NTA tour operators are involved in sports travel Sports travel globally is a $600 billion industry. (Source: Worldwide Sporting Development and Events) According to multiple sources, sports travel comprises 10 percent of the international tourism market. The Olympics brand is worth $47.6 billion and now is the second most valuable brand in the world behind Apple. (Source: Brand Finance) Sports travel visitor spending is $7.68 billion with a 6.5 percent growth rate. An estimated 23.9 million people visit sporting events and venues each year. (Source: National Association of Sports Commissions and Ohio University Industry Study) Source: 2015 National Tour Association Market Guides

25 Student & Youth Travel 56 percent of NTA tour operators are involved in student & youth travel. $190 million international trips per year (WYSE Travel Confederation) By 2020 the youth travel market is expected to grow to $320 billion per annum with almost 300 million international youth trips per year. (Source: WYSE Travel Confederation and UNWTO Forecast) 20 percent of all international tourists (Source: UNWTO) Spending ranges between $1,000 to $6,000 per trip (Source: WYSE Travel Confederation) 52 percent of tour operator revenues are derived from grades percent are from grades 6-8 (Source: SYTA) Source: 2015 National Tour Association Market Guides

26 Source: 2015 National Tour Association Market Guides

27 Geography for $100 Source: 2015 National Tour Association Market Guides

28 Map It! Pocatello Idaho Big Bend National Park Austin MN United States Air Force Museum Canton CVB Source: 2015 National Tour Association Market Guides

29 Map It!

30 Map It! * Pocatello, ID * Austin MN Home of Spam * US Air Force Museum * Big Bend National Park * Canton, MS

31 The 3 P s Packaging Partnering Promotion

32 Packaging Day 1: Hip and Happening Downtown Asheville Asheville Visitor Center Asheville Urban Trail Asheville Art Museum Black Mountain College Museum + Arts Center Day 2: Biltmore: America's Largest Privately Owned Home Day 3: The Great Outdoors North Carolina Arboretum Blue Ridge Parkway Museum of the Cherokee Indian Oconaluftee Indian Village Day 4: Vacation like a President 12 Bones BBQ River Arts District The Grove Park Inn Beer City USA Organize Itineraries

33 Partnering Mansions, Moonshine & Gold Mines

34 Promotion

35 3 day program 500+ delegates 125+ tour operators journalists Pre fams in North Carolina for operators & journalists City Tours for all delegates Journalist only tours

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