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When They Get There (and Why They Go): Activities, Attractions, Events and Tours
Report | Published: February 2011
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US $995 · CA $1,075 • £586 • €740
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  • Summary
  • Contents
  • Methodology

Publication Summary

For more than a decade, PhoCusWright has sized and assessed the U.S. travel marketplace and the major trends shaping how travelers shop for and purchase travel. Yet the travel industry has lacked essential market data on a central element of the travel landscape: what leisure travelers do "when they get there."

When They Get There (and Why They Go): Activities, Attractions, Events and Tours provides a detailed picture of the U.S. travel activities landscape, comprised of the in-destination activities, events, tours and attractions that are often core to the leisure travel experience. Together they form a market that is nearly twice the size of the car rental segment. While the fragmented activities market has been slow to integrate with the broader travel distribution ecosystem, a growing aggregator network and a flood of technology innovation are creating fresh opportunities to monetize activities content.

When They Get There (and Why The Go): Activities, Attractions, Events and Tours unravels the complexities of this diverse market, providing data and analysis to help travel companies understand its unique challenges and opportunities. Key topics include:


  • Market sizing and forecasts for the U.S. travel activities market from 2008-2012, including breakouts by activity type
  • Traveler behavior in relation to in-destination services, including research, shopping and booking trends; key drivers and inhibitors; and demographic patterns
  • The role and impact of emerging technologies, including reservation and distribution technologies, social media and mobile
  • Challenges and opportunities for travel suppliers, distributors and technology providers
This landmark study draws from 45 in-depth interviews with senior executives across the activities and travel distribution landscapes; quantitative surveys of both consumers and activity/event suppliers; and analysis of extensive third-party data across 20 activity types.

Purchase When They Get There (and Why They Go): Activities, Attractions, Events and Tours to gain unprecedented insight into an untapped travel industry segment whose time has come.


The report covers the following in-destination activities categories:
Ground transportation
Tours by air (helicopter tours, tours by plane)
Tours by land (bus tours)
Tours by water (boat tours)
Cultural tours
Performing arts events
Sporting events as a spectator
Museums
Zoos
Aquariums
Cultural attractions
Natural attractions
Amusement parks
Theme parks
Spa and wellness
Shore excursions
Multi-attraction passes
Walking tours
Land-based adventure
Water-based adventure
Active riding activities
Skiing, or other snow activities
Hunting/fishing

Table of Contents

38 Pages

Section One - Introduction: A Market Fantastically Fragmented

Section Two - Travel Activities: Market Size and Structure

Section Three - Consumer Behavior

Section Four - Activity Providers: Technology, Marketing, and Distribution

Section Five - Local Social Mobile MOJO


LIST OF TABLES

Size of the U.S. Travel Activities Market and Total Travel Market by Segment, 2009 (US$B)

Activity Groups, Types, and Subsegments

Total Market and Travel Segment Revenue by Activity Type, 2009 (US$B)

Activity Type & Activity Group Share of All Activity Travel Revenue

Sales and Share of the Activities Market by Sales Channel, 2009 (US$M)

U.S. Addressable Travel Activities Market and Online Channel Share, 2008-2012 (US$M)

U.S. Addressable Online Travel Activities Market by Providers and Intermediaries and Intermediary Share, 2008-2012 (US$M)

Share of Addressable Online Travel Activities Market by Activities Type, 2009

The "Traditional" Travel Distribution Chain

The Travel Activity Market's Tangled Distribution Web

U.S. Active Traveler Population

Activity Trip Priority Profiles, Importance and Booking Chronology

Activity Trip Priority Profiles, Activity Types

Active Travelers' Typical Shopping Methods for Activities

Active Travelers' Typical Websites Used for Activity Shopping

Reported Revenue Ranges for All Providers, 2009

Incidence of Technology System Use

Incidence of Sales Channel Use

Influence of Online Features and Content on Activity Purchasing

Mobile Phone Use and Future Intents

Local Social Mobile MOJO

Local Social Mobile MOJO: Key Objectives

Local Social Mobile MOJO: Category Timeliness and Relevance

Methodology

Research Background and Overview/Methodology

When They Get There (and Why They Go): Activities, Attractions, Events and Tours charts the in-destination activities landscape. This study has the following objectives:


  1. Size the travel opportunity for events and activities in the U.S., both in aggregate and by activity type

  2. Understand traveler behavior in relation to in-destination services, including research, shopping and booking trends; key drivers and inhibitors; and demographic patterns

  3. Understand the role and impact of emerging technologies, including reservation and distribution technologies, social media and mobile

  4. Identify opportunities and challenges for travel suppliers, distributors and technology providers


PhoCusWright took a multifaceted approach to studying the travel activities market, conducting in-depth interviews with senior executives across the activities and travel distribution landscapes, conducting quantitative surveys of both consumers and activity/events suppliers, and compiling and analyzing extensive thirdparty data across the 20 types of activities addressed in this study.

Consumer Survey

  • Online survey of U.S. active travelers

  • Source: GMI (Global Market Insite Inc.), a leading online panel company. GMI provided 1,283 qualified responses in July of 2010

    • 2.7 point margin of error at the 95% confidence level


  • Additional incidence testing to project to U.S. traveler population


Activity and Event Supplier Survey

  • Online survey of suppliers/providers to the global travel activity market (tours, activities, events, attractions, etc.)

  • Survey fielded via email by Adventure Travel Trade Association (ATTA), CityDiscovery, RezGo, Southeast Tourism Society, TripAdvisor and Viator for the months of June-August 2010.

  • 340 qualified respondents, of which 164 operate exclusively in the U.S., 176 operate internationally

    • 5.3 point margin of error at the 95% confidence level


  • The majority of respondents were tour providers (64%), with attractions and events under-represented at 12% and 4%, respectively.


PhoCusWright also conducted interviews with 45 senior executives across the activity provider and travel distribution landscape, including online travel agencies (OTAs), online activity specialists (OASs), activity providers and technology companies.

PhoCusWright developed market and channel sizing across all activity categories and segments through projections from the consumer survey to the U.S. traveler population and validated through corroboration with the following:

  • Activity supplier survey

  • Executive interviews

  • U.S. Economic Census and other third-party data

  • PhoCusWright's Consumer Travel Report Second Edition and PhoCusWright's U.S. Online Travel Overview Tenth Edition


U.S. Active Traveler spend includes expenditures for all activities while traveling both domestically and internationally. U.S. Economic Census data reflects gross receipts of U.S.-based companies, which include both U.S. traveler spend and spend by U.S. international arrivals (i.e., inbound tourists). PhoCusWright assumes that U.S. traveler spend abroad and international arrivals spend are comparable.