What Your Guest Really Wants And How to Give It to Them. Debbie Sipe Executive Director - CalARVC

Transcription

1 What Your Guest Really Wants And How to Give It to Them Debbie Sipe Executive Director - CalARVC

2 What Your Guest Really Wants Discuss key findings related to Daniel Levine s ground breaking research on current consumer trends. Discuss key findings related to desires and behavior of the North American camper based on the 2016 North American Camping Report by KOA. Discuss key findings related to the economic impact of the Outdoor Hospitality industry based on the 2016 RVs Move America study by RVIA. 2

3 Daniel Levine Trends Research The World s Leading Trends Expert Business Trends * Consumer Trends * Tech Trends Founding Director of the Avant-Guide Institute trends consultancy Bestselling Author of 11 books on trends, business, travel and marketing Keynote Speaker with over 266 presentations in 37+ Industries Corporate Consultant for American Express, Intel, HBO, NBC, BMW & many more Global Leader of WikiTrend.org for business professionals and entrepreneurs 3

4 2016 North American Camping Report The survey, sponsored by KOA, was conducted by Cairn Consulting Group, an independent market research firm with extensive experience in the hospitality and service industries. The 2016 North American Camping Report is the most extensive research ever conducted on the desires and behaviors of North American campers. 4

5 RVs Move America RVs Move America, the firstever economic impact study of the RV market. The study was commissioned by the RVIA in Available free online at rvsmoveamerica.org 5

6 Trend vs. Fad 6

7 A fad is any form of behavior that is intensely followed by a population for a short period of time. The behavior will rise relatively quickly and fall relatively quickly once the perception of novelty is gone. Utilizing fads in marketing and programs can increase top-ofmind awareness, demonstrate the timeliness of your organization, and serve as a gateway for new audiences. This is all great and important stuff but remember fads don t stick around. 7

8 A helpful trick may be to consider that trends inevitably affect some form of the organization s engagement strategy, but fads usually influence tactics. A trend gains power over time, because it s not merely part of a moment, it s a tool, a connector that will become more valuable as other people commit to engaging in it. - Seth Godin Trends are data driven and have identifiable and explainable rises that are driven by audience needs. 8

9 What Your Guest Really Want And How to Give It to Them 9

10 What Your Guest Really Wants And How to Give It to Them Guests Want Meaningful Experiences Raise the meaningful quotient Think in terms of unique and braggable 10

11 What Your Guest Really Wants And How to Give It to Them Guests Want Simplicity Sell simplicity and being easy to work with Remove pain points for your guest 11

12 What Your Guest Really Wants And How to Give It to Them Guests Want Transparency Know who rates you and join them Encourage social sharing 12

13 What Your Guest Really Wants And How to Give It to Them Guests Want to Be Green & Good Increase health and well-being Shout about green efforts and what you do to make the world a better place 13

14 What Your Guest Really Wants And How to Give It to Them Guests Wants to Make Connections Help people make connections Embrace trends / stay relevant with guest 14

15 What Your Guest Really Wants And How to Give It to Them Guests Want to Make Connections Guests Want to Be Green & Good Guests Want Transparency Guests Want Simplicity Guest Want Meaningful Experiences 15

16 NEW CAMPER: YOUNGER Households who identified they first started camping last year. Estimated size: 1.2 million MORE DIVERSE CABIN-INCLINED CAMPING IN GROUPS TECH-SAVVY

17 KEY TAKEAWAYS

18 TRENDS RELATED TO NEW CAMPERS 29% of Millennials say Site Quality has an impact on their campground decision (more so than location which drives 38% of Baby Boomers decisions). 31% of New Campers stayed in Cabins last year and 50% of campers overall would like to try one. Of those who expect Free Wi-Fi, 43% says it influences their choice of campground.

19 TRENDS RELATED TO NEW CAMPERS 53% of Campers always camp with Pets! Millennials in particular are likely to camp in Groups with friends. 42% of Millennials say On-Site Recreation is Very or Somewhat Important. 59% of African Americans feel the same way.

20 STRONG INTEREST IN CABINS 3 in 10 New Campers stayed in a Cabin 49% of All Campers say they would like to try a full-service cabin with bathroom (Deluxe Cabin). 43% of Cabin campers are between 45 and % of Cabin nights were on private campgrounds.

21 GROUP AMENITIES WILL BECOME MORE IMPORTANT 49% of campers always camp with others. Overall increase in family camping (+5%) to 46%. 51% of Millennials and 67% of Gen X are camping with children. Multi-generational camping popular among Hispanics (22%) Millennials are most likely to say they are camping as part of a group. 21

22 CAMPERS DO NOT DISCONNECT Campers who check while camping camp 3 more days on average. 54% go online at least once a day. Spikes in technology usage among Millennials and Multi-cultural households, particularly African American. Of those who expect free Wi-Fi, 43% say it has an influence on campground selection. 26% say they would be very or somewhat willing to pay more for higher quality Wi-Fi.

23 WHO, HOW, WHERE & WHY PEOPLE CAMP

24 28.6 Million Households Camp Annually Annual Campers 3+ Times/Year, 10% +2% 2 Times/Year, 14% 1 Time/Year, 5% 44% Of North American households (46 million) camp at least occasionally; +6% since % of households camp every year; 34% camp every other year 14% of total campers started camping in the past few years (5% were new last year; 1.2 million households)

25 CAMPERS BY AGE 100% 90% 80% 70% Millennials Gen X Boomer Mature 10% 11% 26% 17% 28% 60% 50% 28% 28% 46% 40% 30% 20% 10% 34% 44% 25% 0% All Campers New Campers KOA Campers 3%

26 CAMPERS BY ETHNICITY 2010 Census 64% 12% 16% 5% All Campers 77% 8% 8% 5% New Campers 60% 18% 11% 10% KOA Campers 81% 6% 7% 5% Caucasian/White African American/Black Hispanic/Latino Asian Pacific/Islander Other

27 CHILDREN IN HOUSEHOLD 100% 90% 80% 70% 60% 50% +5% Increase vs % 30% 20% 10% 34% 46% 45% 31% 0% Census All Campers New Camper KOA Campers

28 TYPE OF CAMPING 100% 90% 80% 70% 60% 50% 18% 22% Tents RVs Cabins Other 31% 18% 10% 77% 40% 30% 20% 59% 48% 10% 0% 12% All Campers New Camper KOA Campers

29 WHERE CAMPER NIGHTS ARE SPENT 100% 90% 80% 70% 60% 5% 14% 2% 9% 14% 17% 3% 7% 9% 6% 3% 1% 27% 50% 40% 45% 38% 30% 20% 10% 25% 22% 54% 0% All Campers New Campers KOA Campers Other Public or privately owned land other than a campground Parking lots such as Walmart or roadside areas Backcountry, national forest or wilderness areas State or National Park campgrounds Privately owned (no membership required) campgrounds

30 DISTANCE TRAVELED TO CAMP 55% within 200 miles 8% 4% 7% 11% 14% 17% 24% More than 500 miles 401 to 500 miles 301 to 400 miles 201 to 300 miles 151 to 200 miles 101 to 150 miles 51 to 100 miles 39% 7% 7% 10% 12% 11% 14% 12% 3% All Campers KOA Campers

31 WHAT IS VALUED IN A CAMPGROUND 47%: Cleaned and well-maintained bathrooms 24%: Self-guided recreation activities (+7% vs. 2014) 22%: Allows pets and has pet area (+3%) 20%: Kid Friendly 20%: Free Wi-Fi:

32 IMPACT ON CAMPGROUND DECISION 100% 90% 5% 6% 5% 5% 5% 80% 70% 30% 22% 28% 38% 45% 60% 29% 50% 31% 33% 40% 30% 20% 10% 0% 31% 17% 32% 14% 14% 12% 26% 10% 19% 20% 14% 9% Total Millennials Gen X Boomers Mature Campground atmosphere Type of Sites Quality of Sites Location On-site Recreation

33 RVs Move America a study by RVIA 33

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36 Just released 2017 North American Camping Report 36

37 Quick Look North American Camping Report 37 Million Households Camp Annually Up 2 % from % Increase In 3+ Stays/Year Since Million New Camping Households since 2014 Tenting Preference Continues to Increase First Report To Address Generation Z

38 Questions & Comments