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U.K. travelers only take a few leisure trips a year, but travel is rarely far from their minds. Mobile devices mean that information is always at their fingertips, and travelers are eating it up. Twenty percent of U.K. destination selectors say they actively research new trips at least once a month; destinations and travel marketers need to consistently entice travelers to remain top of mind.Topic: Destination & Activities MarketingRegion: EuropeResearch Type: Report
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U.S. travelers only take a few leisure trips a year, but travel is rarely far from their minds. Mobile devices mean that information is always at their fingertips, and travelers are eating it up. A quarter of U.S. destination selectors say they actively research new trips at least once a month; destinations and travel marketers need to consistently entice travelers to remain top of mind.Analyst: Mark BlutsteinTopics: Consumer Trends, Destination & Activities MarketingRegion: U.S. & CanadaResearch Type: Report
From perfectly filtered social media posts to heartfelt recollections of friends, visually stunning scenes from movies, and glossy magazine covers, travelers are exposed to an array of inspiration sources that seed ideas of spectacular places they hope to one day see. But with a world of options, travelers must carefully whittle down their options to the one that most speaks to their wishes. Most travelers take just a handful of leisure trips each year. After accounting for the trips to visit family and friends or to attend social obligations – weddings, graduations, reunions – the pool of trips left where travelers actually get to choose their destination independently shrinks. Within various markets across the globe, including the U.S., Brazil, Australia, China, Mexico, Germany and the U.K, less than half of leisure travelers traveled to a destination they could choose at their whim over the past year.Analysts: Alice Jong, Mark BlutsteinTopics: Destination & Activities Marketing, Consumer TrendsSegments: Hotels & Lodging, Online Travel Agencies, Tours & PackagesRegions: Asia Pacific, Europe, Latin America, U.S. & CanadaResearch Type: Report
The travel value chain has finally begun to understand the opportunity to generate incremental revenue from in-destination tours, activities and dining, and the competition to provide these services has never been more intense. Phocuswright estimates that the global tours and activities market will reach US$183 billion by 2020. The competitive landscape is broad and fierce, ranging from traditional and online travel agents, to hoteliers, tours and activity aggregators, and the online powerhouse, Google. Given the fragmentation and competition in the in-destination activity space, who will ultimately be the victor?Analyst: Norm RoseTopics: Destination & Activities Marketing, Technology InnovationSegment: Tours & PackagesResearch Type: Report
When Apple introduced their first smartphone in 2007, the main function was to make phone calls. Ten years later, adoption of smartphones, with their many capabilities, has skyrocketed. Among U.S. travelers, smartphone adoption happened even faster than with the general population. As early users, travelers embraced the opportunity to shift travel tasks from their desktop to their smartphones.Analyst: Mark BlutsteinTopics: Mobile, Technology InnovationRegion: U.S. & CanadaResearch Type: Report
Emerging markets are advancing rapidly, private accommodation and in-destination activities are coming of age, and new technologies are reshaping online travel search, shop and book from the inside-out. There has never been a more exciting time in the world of online travel. From AI to APAC (and a whole lot in between), this report – presented by Expedia Affiliate Network – highlights what to expect from digital travel in the year ahead.Analysts: Maggie Rauch, Mark Blutstein, Alice Jong, Brandie Wright, Douglas QuinbyTopics: Consumer Trends, Destination & Activities Marketing, Mobile, Market Overview & SizingSegments: Air, Hotels & Lodging, Online Travel Agencies, Tours & PackagesRegions: Asia Pacific, Europe, Latin America, Middle East & Africa, U.S. & CanadaResearch Type: Report
More than seven in 10 American and European adults took a leisure holiday in 2015. Yet despite their shared affinity for leisure travel, unique economic conditions, cultural and geographical factors in these markets influence consumers’ decisions about where to go, as well as their travel behavior and attitudes. This report explores how U.S. and European travelers manage the destination selection process and other key aspects of their trips. Analysis includes trip frequency and spend, preferences for domestic vs. international travel, primary motivators for travel, online vs. offline sources of information, and travel intentions for the coming year.Analysts: Brandie Wright, Mark BlutsteinTopics: Destination & Activities Marketing, Consumer TrendsSegments: Air, Hotels & Lodging, Online Travel AgenciesRegions: Europe, U.S. & CanadaResearch Type: Report
DMO Clickstream presents website performance analysis of the destination marketing organizations (DMOs) of the 10 most-visited countries by U.S. travelers. Phocuswright selected the countries by the number of inbound U.S. travelers in 2016.Analysts: Coney Dongre, Douglas QuinbyTopics: Consumer Trends, Mobile, Social & SearchSegment: Online Travel AgenciesResearch Type: Report
This special collection of individual reports – curated by our team of analysts – represents key Phocuswright research, data and analysis of interest to destination marketing organizations (DMOs) and other destination-oriented travel marketers. For those seeking a better understanding of how to promote destinations and in-destination experiences, we recommend this content as a great place to start.Analyst: Phocuswright AnalystsTopic: Destination & Activities MarketingSegments: Air, Car Rental & Ground Transportation, Cruise, Hotels & Lodging, Online Travel Agencies, Tours & PackagesRegions: Europe, U.S. & CanadaResearch Type: Report
This special collection of individual reports – curated by our team of analysts – represents Phocuswright’s most essential research, data and analysis on tours & activities and the in-destination experience. For those seeking a better understanding of this fast-growing travel segment, we recommend this content as a great place to start.Analyst: Phocuswright AnalystsRegions: Asia Pacific, Europe, U.S. & CanadaResearch Type: Report