When They Get There (and Why They Go): Activities, Attractions, Events and Tours

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