The Sharing Economy The State of the American Traveler Erin Francis-Cummings President and CEO Destination Analysts, Inc.

Transcription

1 The Sharing Economy The State of the American Traveler Erin Francis-Cummings President and CEO Destination Analysts, Inc.

2 Destination Executive Metrics Summary by Country: (cont.) Current Usage Levels Traveler Perceptions

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4 Destination Peer-to-peer Executive Metrics Summary Ride by Country: Sharing (cont.) (e.g., Uber, UberX, Lyft) While Traveling Used While Traveling (Part 12 Months) Yes, 19.4% No, 80.6% In the past 12 months, have you used a peer-to-peer ride service like Uber, UberX or Lyft while traveling for leisure? Source: The State of the American Traveler, Destination Analysts, Inc.

5 Destination Used Executive Peer-to-peer Metrics Summary by Country: Ride (cont.) Sharing (Past 12 months) Generational Perspective 50% 40% 38.9% 30% 20% 21.0% 10% 7.0% 7.4% 0% Millennial Generation X Baby Boom Pre-Baby Boom In the past 12 months, have you used a peer-to-peer ride service like Uber, UberX or Lyft while traveling for leisure? Source: The State of the American Traveler, Destination Analysts, Inc.

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7 Destination Executive Peer-to-Peer Metrics Summary by Bike Country: Share (cont.) Services Used While Traveling (Part 12 Months) Generational Perspective Yes, 5.9% 16% 14% 12% 10% 14.1% 8% 6% 5.6% No, 94.1 % 4% 2% 0% Millennial Generation X 1.4% Baby Boom 0.4% Pre-Baby Boom In the PAST twelve (12) MONTHS, have you used any of these ways of purchasing travel services? Peer-to-peer bike share programs (e.g., spinlister.com) Source: The State of the American Traveler, Destination Analysts, Inc.

8 Destination Used Executive Peer-to-peer Metrics Summary by Country: Lodging (cont.) Services Used While Traveling (Part 12 Months) Recent Data Points Yes, 12.5% 14% 12% 10% 8% 6% 4% 12.7% 12.7% 12.5% No, 87.5% 2% 0% JAN 2015 JAN 2016 JULY 2016 In the past 12 months, have you used any PEER-TO-PEER LODGING WEBSITE (e.g., Airbnb and VRBO) to book any leisure accommodations? Source: The State of the American Traveler, Destination Analysts, Inc.

9 Destination Used Executive Peer-to-Peer Metrics Summary by Country: (cont.) Lodging (Past 12 months) Generational Perspective 30% 25% 26.3% 20% 15% 15.8% 10% 5% 6.7% 2.7% 0% Millennial Generation X Baby Boom Pre-Baby Boom In the past 12 months, have you used any PEER-TO-PEER LODGING WEBSITE (e.g., Airbnb and VRBO) to book any leisure accommodations? Source: The State of the American Traveler, Destination Analysts, Inc.

10 Destination Likelihood Executive Metrics Summary of by Use Country: (Next (cont.) 12 Months) Very likely Likely 8.3% 10.5% 18.8% Neutral - Neither likely nor unlikely Unlikely 22.6% 17.7% Very unlikely 40.9% 0% 10% 20% 30% 40% 50% In the NEXT TWELVE (12) MONTHS, how likely are you to stay in peer-to-peer lodging (e.g., using AirBnB, VRBO, etc.) while on a leisure trip? Source: The State of the American Traveler, Destination Analysts, Inc.

11 Destination International Executive Metrics Summary by Visitors: Country: (cont.) Peer-to-Peer Lodging Likely to Use on an International Trip Argentina Italy Mexico Canada Australia South Korea Japan 4.8% 3.0% 17.4% 16.9% 13.7% 13.1% 11.5% 10.5% 9.6% 8.6% 8.4% 8.1% 23.0% 0% 5% 10% 15% 20% 25% 11.1% If you were planning an international leisure trip, which of the following ONLINE RESOURCES would you likely use to plan your trip? Source: The State of the International Traveler, Destination Analysts, Inc.

12 Destination Substitute Executive Metrics Summary Goods by Country: (cont.) "Substitute good" is a product that a consumer sees as the same or similar to another product.

13 Destination Why Executive Peer-to-Peer Metrics Summary by Country: Lodging? (cont.) Cheaper more affordable Prefer to have a kitchen Prefers the ambiance of a home Quieter / More relaxing It's more comfortable for my travel It feels more like I live there Easier to meet people Prefers not to stay in hotels Prefers neighborhoods without hotels Prefers destinations that don t have a lot of None of these 4.8% 2.4% 16.8% 13.6% 18.0% 38.0% 34.0% 28.4% 27.6% 27.6% 49.2% 0% 10% 20% 30% 40% 50% 60% Why do you use peer-to-peer lodging properties (i.e., using AirBnB.com, VRBO, HomeAway, etc.)? Source: The State of the American Traveler, Destination Analysts, Inc.

14 Please think about the MOST RECENT DESTINATION where you stayed in a peerto-peer lodging property. Now imagine that this peerto-peer lodging was not available in the destination. In this case, where would you have most likely stayed?

15 Destination What Executive if Metrics Peer-to-Peer Summary by Country: (cont.) Lodging was Unavailable? Hotel, motel or inn in the destination 69.6% Hotel, motel or inn elsewhere 16.4% Home of a friend or relative 7.6% Other None of these - I would not have visited the destination 3.6% 2.8% 0% 20% 40% 60% 80% Source: The State of the American Traveler, Destination Analysts, Inc.

16 Destination Generally Executive Metrics Summary Prefer by Country: Peer-to-Peer (cont.) Lodging (Over Hotels) I generally prefer using peer-to-peer lodging services (e.g., AirBnB) over staying in hotels Completely agree Mostly agree Slightly agree Neutral 2.7% 5.7% 6.0% 5.9% 14.4% Slightly disagree 23.3% Mostly disagree 14.3% Completely disagree 42.1% 0% 10% 20% 30% 40% 50% Source: The State of the American Traveler, Destination Analysts, Inc.

17 Destination Think Executive Peer-to-Peer Metrics Summary by Country: (cont.) Lodging is Cool Using peer-to-peer lodging (e.g., AirBnB) is cool Completely agree Mostly agree Slightly agree Neutral 3.3% 6.8% 13.2% 5.9% 23.3% Slightly disagree 34.8% Mostly disagree 10.5% Completely disagree 25.5% 0% 10% 20% 30% 40% Source: The State of the American Traveler, Destination Analysts, Inc.

18 Destination Interested Executive Metrics Summary in by Renting Country: (cont.) Own Space I am interested in renting all or part of my own home to travelers to make money. Completely agree 28.6% Mostly agree Slightly agree Neutral Slightly disagree Mostly disagree Completely disagree 14.2% 9.0% 7.5% 18.2% 8.4% 14.1% 0% 10% 20% 30% 40% 51.7% Source: The State of the American Traveler, Destination Analysts, Inc.

19 Airbnb +DMOs

20 The OutIslands of thebahamas Promotedexistinglist of villas and B&Bson Airbnb

21 Brazil Added 4,000 beds in 2 weeks

22 Denmark Host education

23 London Cultural tourismstudy

24 Glasgow Branding thecity

25 TelAviv Promotingthecity s diverse neighborhoods

26 San Francisco Promotingouter neighborhoods

27 Brooklyn Neighborhood Tourism Initiative

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30 CAMPAIGN GOALS INSPIRE TRAVEL TO ST. PETE/CLEARWATER ATTACH OUR BRAND TO A LARGER BRAND Annual Winter Uber Campaign Marketing Blitz (Chicago, NYC, Boston) Uber Campaign

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33 APP INTERACTION

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35 CAMPAIGN RESULTS First DMO to partner this extensively with Uber in U.S. Most successful Uber Chicago promotion ever. 60K+ mobile messages 13.5K+ promo codes applied (more than 20%) 6K+ trips totaling $60K+ in free rides

36 SOCIAL ENGAGEMENT 7+ million impressions

37 MEDIA COVERAGE 200+ million impressions

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39 TAKEAWAYS Just because it s not in the plan don t freak out. Be flexible on original idea. Very siloed. From 3 cities to 1. Push the bigger brand to deliver more value. Can t control everything New Uber brand launch. Set aside more money for success.

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