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

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

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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?

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.

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.

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.

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.

Airbnb +DMOs

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

Brazil Added 4,000 beds in 2 weeks

Denmark Host education

London Cultural tourismstudy

Glasgow Branding thecity

TelAviv Promotingthecity s diverse neighborhoods

San Francisco Promotingouter neighborhoods

Brooklyn Neighborhood Tourism Initiative

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

APP INTERACTION

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

SOCIAL ENGAGEMENT 7+ million impressions

MEDIA COVERAGE 200+ million impressions

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.