Agenda
• Seizing Segmentation

• Women’s Market

• The Power of the Golfer as Traveler

• 2005 Golf Travel & Destination S...
Seizing Segmentation
   - Here Come the Zoomers
- The Burgeoning Women’s Market
Seizing Segmentation

                                    GODSPELL
God’s Waiting Room


                     Meets




  B...
Seizing Segmentation


“To be successful in reaching the growing Boomer market, we can’t let the
past get in our eyes… put...
Seizing Segmentation

The Power of the Boomer Market
  • 78 million baby boomers range in age from 40 to 58
  • The Boomer...
Seizing Segmentation



TOMORROW
• Economists estimate than Boomers will experience the greatest wealth transfer in
  hist...
Seizing Segmentation

Unlocking the Boomer Mindset – Not Your Father’s Retiree


 • Idealism

 • Spiritualism

 • “Been th...
Seizing Segmentation

     Unlocking the Boomer Mindset – Not Your Father’s Retiree


                                    ...
Seizing Segmentation
45 is the New 25!



“We are all beginning to realize that because we are
living longer, old may not ...
Seizing Segmentation
And The Golf Lifestyle Is In Synch With Many Of “Life’s Rewarded”
& “Country Club Elite”




        ...
Women’s Market
Women’s Market

    The Burgeoning Women’s Market


                                   +8%
                               ...
Women’s Market
Youth Movement

    • 1.5 million girls age 5-17

    • An increase of almost 400% in 2 years




         ...
The Power of the Golfer as Traveler
The Power of the Golfer as Traveler
    Golf Travel Has Seen Significant Growth in The U.S.

                    Estimated...
The Power of the Golfer as Traveler
    Golfers Are Even More Likely Than Non-Golfers to Be Avid Travelers
    (5+ Domesti...
The Power of the Golfer as Traveler

    The Golf Traveler: A More Affluent Traveler




                NON-GOLF TRAVELER...
The Power of the Golfer as Traveler
  The Golf Traveler: A More Affluent Traveler

  • Last Year Travel Expenditures Among...
The Power of the Golfer as Traveler
     The Golf Traveler: A More Affluent Traveler
                                     ...
The Power of the Golfer as Traveler

    The Golf Traveler: A More Active Traveler


                                     ...
The Power of the Golfer as Traveler

    The Golf Traveler: Spends More On Vacations

                        Participated...
The Power of the Golfer as Traveler
     The Golf Traveler
                       Golf is the #1 Sport Among Affluent Trav...
2005 Golf Travel
        &
Destination Study
2005 Golf Travel & Destination Study

General Travel Up Across the Board in 2004!


         Took Trip Past 12 Months     ...
2005 Golf Travel & Destination Study

Golf Vacation Travel Increased Measurably!

                           Took Golf Tri...
2005 Golf Travel & Destination Study

    A Powerful Travel Base



                 In the Past Twelve Months Golf Digest...
2005 GOLF TRAVEL & DESTINATION STUDY
2005 Golf Travel & Destination Study


         Planning Golf
           Vacations
  ...
Planning Golf Vacations

79% of Golf Digest Subscribers Have Planned a Golf Vacation – and
Those Planning Golf Trips Often...
Planning Golf Vacations

Planning a Golf Vacation


  • 69% of respondents strongly agree that going to different destinat...
Planning Golf Vacations

Golfers Spent More Time Booking Golf Vacations In ‘04 Compared
to a “More Impulsive Attitude” in ...
Planning Golf Vacations
     The “Paradigm Rules” and is More Important than Ever in 2004!

                              ...
Planning Golf Vacations
     Decision-Making Drivers are Universal

                                       Which are the t...
Planning Golf Vacations
    Serious Golfers Seriously Consider Dining Opportunities When
    Choosing a Golf Vacation Dest...
Planning Golf Vacations

    Income Drives Significant Differences in Desired Amenities


                                ...
Planning Golf Vacations
     Golf Digest Readers Want to Read Most About Prices, Promotions
     and Accommodations

     ...
2005 GOLF TRAVEL & DESTINATION STUDY

2005 Golf Travel & Destination Study


Destination Awareness
Destination Awareness
Destination Awareness



Q. Based on your experience, what you have heard from others or read
   abo...
Destination Awareness
Hawaii & San Diego Come Back; Las Vegas and Orlando Lose Rank
Over Last Two Reports; Oregon Increase...
2005 GOLF TRAVEL & DESTINATION STUDY

2005 Golf Travel & Destination Study

   Golfer Perceptions
Golfer Perceptions

Golfer Perceptions




  Q. On a scale of “1” (excellent) to “4” (poor), how would you rate each
     ...
Golfer Perceptions
Newbie Kohler Tops List for Quality, Oregon Delivers Both Bend and the
Oregon Coasts; RTJ Trail Posts R...
Golfer Perceptions
Oregon Coast Breaks into Top Ten; Mid-West Takes #3 an #5 Positions;
Myrtle Beach and “The Trail” Lead ...
Golfer Perceptions
Oregon Destinations Share Strong “Top 5” Positions for “Quality of Golf”
Among Major Regional Competito...
Golfer Perceptions
For the Past Three Studies Bend/SunRiver area Tops List of Regional
Competitors for “Value for the Mone...
Golfer Perceptions

     Oregon Rocks! Myrtle Beach and “The Trail” Best for
     Quality/Value Paradigm



            U....
Golfer Perceptions

The “Quintessential” Golf Vacation


  • Based on the 58% of respondents who took a golf vacation in t...
Golfer Perceptions
    Golf Digest Subscribers Make Their Own Golf Travel Arrangements;
    Internet Usage Increased from ...
Golfer Perceptions
    44% of Respondents Personally Spent $1,000 or More on Their Last
    Golf Vacation – That’s nearly ...
Process of Vacation Planning
Process of Vacation Planning

2005 Golf Travel & Destination Study




   “American’s have come to view vacations as a bir...
Process of Vacation Planning

Background & Objectives


   •   The Golf Digest Companies Research Resource Center sought
 ...
Process of Vacation Planning

Methodology - Three Distinct Research Phases

  •   Quantitative
       – 400 twelve-minute ...
Process of Vacation Planning

Key Findings


 •   Travel inspiration comes primarily from magazines, television, and word ...
Process of Vacation Planning

Key Findings

  • “Value” supersedes price in vacation budgeting…
       – Marketers’ Magic ...
Process of Vacation Planning

The Process of Planning a Vacation Hypothesis for Consideration

 • Step I - Location Inspir...
Process of Vacation Planning

The Process of Planning a Vacation Hypothesis for Consideration


 •   Step III - Prices & L...
The Role of the Media
The Role of the Media

Major Media Influencers




                            Tier One
                   Magazines • Int...
The Role of the Media

How Magazines Contribute


  • “Magazines are great at the beginning of the process; they give me i...
The Role of the Media
    Travel Inspiration from Magazines

       Magazines Are Preferred For Travel Inspiration Because...
The Role of the Media
More Differences about Magazines


• Women rely on magazines more than men for
  “increasing their d...
The Role of the Media

How the Internet Contributes an Effective Enabler




                                 “I really us...
The Role of the Media

    How the Internet Contributes “Prices, Stats & Comparison Shopping”


                         1...
The Role of the Media

It’s Largely About Price


                The Internet Is Important For Planning


             10...
The Role of the Media
Comparing the Internet and Magazines


                                             – Rated Importan...
The Role of the Media

Television & Newspapers Provide Complimentary Weight In All
Three Steps
Re-enforces Destination Sel...
The Role of the Media
 How Media Serves the Process


        Step 1            Magazines, Television,
                   ...
The Role of the Media

Towards Better Understanding Magazines and the Internet


       MAGAZINES                         ...
The Role of the Media

Golfers Provide Unique Marketing Opportunities


Golfers Are Significantly More Likely Than Non-gol...
The Role of the Media
Golfers Do Many Of The Same Things As Non-Golfers Except
They Play Golf Too!
Dispelling The Myth Tha...
72
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2006_Oregon_Golf_Travel_Market_Pres

  1. 1. Agenda • Seizing Segmentation • Women’s Market • The Power of the Golfer as Traveler • 2005 Golf Travel & Destination Study • Planning Golf Vacations • Destination Awareness • Golfer Perceptions • Process of Vacation Planning • The Role of the Media
  2. 2. Seizing Segmentation - Here Come the Zoomers - The Burgeoning Women’s Market
  3. 3. Seizing Segmentation GODSPELL God’s Waiting Room Meets Becomes Today’s New Generation For Marketers 4
  4. 4. Seizing Segmentation “To be successful in reaching the growing Boomer market, we can’t let the past get in our eyes… put aside the old, negative stereotypes, cast aside previous assumptions and begin to look at this population through a new lens.” – William D. Novelli 5
  5. 5. Seizing Segmentation The Power of the Boomer Market • 78 million baby boomers range in age from 40 to 58 • The Boomer population controls $28 trillion or 67% of our nation’s wealth, plus: – 40% of all mutual funds – 60% of all annuities – 48% of all luxury cars Source: Age Wave, Inc. Median net worth of households – 2000 Census Headed by leading $112,000 edge Boomers Headed by someone $7,000 under age 35 6
  6. 6. Seizing Segmentation TOMORROW • Economists estimate than Boomers will experience the greatest wealth transfer in history – $12 trillion over the next 20 years and $161 billion alone in 2003 inheritances according to Boston University economist Laurence Kotlikoff. “The impact of the aging population on markets, employers and cultures cannot be overstated. Just as the Baby Boom flooded maternity wards, ignited school construction and made youth the cultural icon of the ’50s, ’60s and ’70s, the Senior Boom of this century will shape the 2010s, ’20s and ’30s.” – Richard Hobbs, American Institute of Architects 7
  7. 7. Seizing Segmentation Unlocking the Boomer Mindset – Not Your Father’s Retiree • Idealism • Spiritualism • “Been there, done that” (rejection of the ordinary – experience seekers) • Fun & Novelty • Instant Gratification • Selfishness • Rejection of Traditional Values 8
  8. 8. Seizing Segmentation Unlocking the Boomer Mindset – Not Your Father’s Retiree Compared to My Parents… …I plan to work at least part- …I’m confident that I will have …I’m more self-indulgent time during retirement enough to retire in comfort 75% 80% 65% Agree Agree Agree 9 Source: Study of 2,000 Baby Boomers – NOP World
  9. 9. Seizing Segmentation 45 is the New 25! “We are all beginning to realize that because we are living longer, old may not begin until 75 or 80” – Ken Dychtwald, Age Wave, NY Times, 12/01/2003 Vibrant ▪ Active ▪ Free To Spend Considerable Wealth ▪ Seeking Relevance ▪ Re-inventing Retirement 10
  10. 10. Seizing Segmentation And The Golf Lifestyle Is In Synch With Many Of “Life’s Rewarded” & “Country Club Elite” Competitive • Brand Conscious • Pursuing the Best • The Club Community and Travel As Important Anchors 11
  11. 11. Women’s Market
  12. 12. Women’s Market The Burgeoning Women’s Market +8% +1% 27,400 25,400 20,824 20,574 +36% (000) 6,576 4,826 All Golfers Male Golfers Female Golfers 2000 2003 13 Source: National Golf Foundation 2001, 2004
  13. 13. Women’s Market Youth Movement • 1.5 million girls age 5-17 • An increase of almost 400% in 2 years 14
  14. 14. The Power of the Golfer as Traveler
  15. 15. The Power of the Golfer as Traveler Golf Travel Has Seen Significant Growth in The U.S. Estimated Number of Golf Travelers (In Millions) +31% 1989 2002 8.5 Golf Traveler: A golfer who played at least once in the past year while traveling on 6.5 business, vacation, or a golf- only trip +79% 2.5 1.4 Women Men 16 Source: The National Golf Foundation: Golf Travel in the U.S. 1990, 2003
  16. 16. The Power of the Golfer as Traveler Golfers Are Even More Likely Than Non-Golfers to Be Avid Travelers (5+ Domestic Trips ) INDEX +14% +5% (100=U.S. Average) 221 211 185 89 86 85 Golfers Non-Golfers 2002 2003 2004 Source: MRI Spring 2004, MRI Fall 2003, 17 MRI Doublebase 2002
  17. 17. The Power of the Golfer as Traveler The Golf Traveler: A More Affluent Traveler NON-GOLF TRAVELER NON-GOLF TRAVELER $51,700 $180,120 Median Median GOLF TRAVELER GOLF TRAVELER Home $83,471 $266,852 HHI Value TRAVELER TRAVELER $68,136 $218,782 Golf Traveler: Played golf on vacation in past year Traveler: Taken 1+ trip in past year 18 Source: MRI Fall 2005
  18. 18. The Power of the Golfer as Traveler The Golf Traveler: A More Affluent Traveler • Last Year Travel Expenditures Amongst Golfers Exceeded $87.4 Billion – Spending nearly more than twice that of non-golfers on a per person basis Golf Travel $19.5 Non-Golf 22% Leisure Travel $36.7 42% $31.2 36% Non-Golf Business Travel 19 Sources: RRC calculation of TIA and NGF data
  19. 19. The Power of the Golfer as Traveler The Golf Traveler: A More Affluent Traveler INDEX: 100 = U.S. Average GOLF TRAVELER GOLF TRAVELER Spent 295 518 Taken $5,000+ 7+ NON-GOLF NON-GOLF TRAVELER on 96 91 TRAVELER Round Domestic Trips TRAVELER Trips TRAVELER 187 187 GOLF TRAVELER 176 Golf Traveler: Played golf on Taken NON-GOLF vacation in past year Cruise of 98 TRAVELER 1+ Days Cruise Travel: Past 3 Years TRAVELER 158 20 Source: MRI Fall 2005
  20. 20. The Power of the Golfer as Traveler The Golf Traveler: A More Active Traveler INDEX: 100 = U.S. Average GOLF TRAVELER 211 Car NON-GOLF Rental 98 TRAVELER TRAVELER 153 Golf Traveler: Played golf on vacation in past year Car Rental: Any Use/Rented last 12 months GOLF TRAVELER 307 Spent 15+ NON-GOLF Nights in 96 TRAVELER Hotel/Motel TRAVELER 174 21 Source: MRI Fall 2005
  21. 21. The Power of the Golfer as Traveler The Golf Traveler: Spends More On Vacations Participated in the Following on Vacation (Spent $2,000+ on Domestic Vacation in Past Year) 2005 # of People Golf 1,371,000 Bicycling 882,000 Running/Jogging 661,000 Health Spa/Retreat 818,000 Snow Skiing 685,000 Play Tennis 219,000 22 Source: MRI Fall 2005
  22. 22. The Power of the Golfer as Traveler The Golf Traveler Golf is the #1 Sport Among Affluent Travelers (2004 MMR) Tennis Backpackers/ Players Sailors Skiers Campers Golfers Target (millions) (millions) (millions) (millions) (millions) Took a Domestic Airline Round Trip in the Past Year 4.5 1.6 4.4 7.5 10.2 Took a Domestic Airline Round Trip for Business in the Past Year 2.0 1.0 2.0 3.3 5.1 Took a Domestic Airline Round Trip for Vacation in the Past Year 4.1 1.5 4.0 6.3 8.9 Took a Foreign Airline Round Trip in the Past Year 2.2 1.0 1.2 2.7 3.8 Took a Foreign Airline Round Trip for Business in the Past Year 0.6 0.2 0.5 0.6 1.1 Took a Foreign Airline Round Trip for Vacation in the Past Year 1.9 0.8 1.6 2.2 3.0 Member of a Frequent Flyer Program 2.2 0.8 2.1 3.4 4.8 Base: Heads-of-Households; HHI: $75,000+ 23 Source: Mendelsohn Affluent Head-of-Household Study 2005
  23. 23. 2005 Golf Travel & Destination Study
  24. 24. 2005 Golf Travel & Destination Study General Travel Up Across the Board in 2004! Took Trip Past 12 Months Took Air Flight 12 Months Vacation/ Vacation/ 93% 68% Pleasure/ Pleasure/ Personal Personal 91% 64% 2004 2004 41% 30% Business Business Only Only 2002 2002 38% 30% 36% 25% Business/ Business/ Vacation Vacation 29% 20% • 46% said they flew more than a year ago! 25
  25. 25. 2005 Golf Travel & Destination Study Golf Vacation Travel Increased Measurably! Took Golf Trip Past 12 Months 58% Golf Vacation 52% 65% Vacation Where Golf was Played 64% 2004 26% Business Trip Where Golf was Played 27% 2002 15% Trip to Play in Tournament 15% 87% Any Trip Where Golf Was Played 86% 26
  26. 26. 2005 Golf Travel & Destination Study A Powerful Travel Base In the Past Twelve Months Golf Digest Subscribers Took… • 7.2 million total trips • 6.4 round trip air flights • 5.2 million golf trips • 1.7 million golf vacations 27 Note: Projected from ABC, period ending 2004
  27. 27. 2005 GOLF TRAVEL & DESTINATION STUDY 2005 Golf Travel & Destination Study Planning Golf Vacations Subscribers Make The Decisions And Influence Others
  28. 28. Planning Golf Vacations 79% of Golf Digest Subscribers Have Planned a Golf Vacation – and Those Planning Golf Trips Often Handle the Details for Others! Who have you planned a golf vacation for? Myself 88% Friends 41% Other Family Members 32% Co-Workers 8% Business Associates 8% 29
  29. 29. Planning Golf Vacations Planning a Golf Vacation • 69% of respondents strongly agree that going to different destinations enhances the golf experience • Nearly half research a variety of destinations before making a final decision (49%) • 70% of those surveyed disagree that home state golf courses have improved to the point that they will take fewer golf vacations • Following a strong 2004, half say they are planning more golf vacations in the coming 12 months 30
  30. 30. Planning Golf Vacations Golfers Spent More Time Booking Golf Vacations In ‘04 Compared to a “More Impulsive Attitude” in 2002! 2002 2004 Planning golf vacation 3+ months 49% 52% Booking reservations 3+ months 33% 39% 31
  31. 31. Planning Golf Vacations The “Paradigm Rules” and is More Important than Ever in 2004! Which are the two most important deciding factors for choosing a golf destination? 41% Quality of Golf Course 33% 37% Value for the Money 31% 29% Availability of Multiple Courses 29% 24% Weather Conditions 27% 15% Availability of Other Recreational Activities 18% 2004 2002 15% Reputation Based on What You’ve Heard 14% 11% Recommendations of Others 12% 13% Choice of Accommodations 11% 11% Easy To Get To 9% 32 Base: Planned a golf vacation
  32. 32. Planning Golf Vacations Decision-Making Drivers are Universal Which are the two most important deciding factors for choosing a golf destination? 38% Quality of Golf Course 44% 44% Value for the Money 32% 33% Availability of Multiple Courses 26% 18% Weather Conditions 30% 13% Availability of Other Recreational Activities 17% 14% Less than $100K HHI Reputation Based on What You’ve Heard 16% 11% $100K+ HHI Recommendations of Others 11% 11% Choice of Accommodations 15% 11% Easy To Get To 9% 33 Base: Planned a golf vacation
  33. 33. Planning Golf Vacations Serious Golfers Seriously Consider Dining Opportunities When Choosing a Golf Vacation Destination How important do you rate the following amenities when choosing a golf destination? 56% Fine Dining in the Area Restaurants On Site 51% 19% Fitness Center 18% Spa 15% Concierge Services 9% Golf School 3% Business Center 34 Base: Planned a golf vacation; rated “4” or “5” on a five point importance scale
  34. 34. Planning Golf Vacations Income Drives Significant Differences in Desired Amenities How important do you rate the following amenities when choosing a golf destination? – INCOME LEVELS – <$100M >$100M Mean Mean 5 Point Scale Spa 1.9 2.3 Fitness Center 2.1 2.6 Concierge Services 2.0 2.4 Fine Dining in the area 3.3 3.6 35 Base: Planned a golf vacation
  35. 35. Planning Golf Vacations Golf Digest Readers Want to Read Most About Prices, Promotions and Accommodations How important do you rate the following aspects of a golf vacation advertisement in a golf publication? 84% Prices 73% Info about Accommodations & amenities 63% Special promotions 57% Photos of the golf courses 53% Photos of the accommodations & resorts Info about the course, architects, ratings 51% Info about area attractions 42% 36 Base: Planned a golf vacation; rated “4” or “5” on a five point importance scale
  36. 36. 2005 GOLF TRAVEL & DESTINATION STUDY 2005 Golf Travel & Destination Study Destination Awareness
  37. 37. Destination Awareness Destination Awareness Q. Based on your experience, what you have heard from others or read about, how familiar are you with each of the following golf destinations? Know a lot about Know something about Know name only Not familiar with 38
  38. 38. Destination Awareness Hawaii & San Diego Come Back; Las Vegas and Orlando Lose Rank Over Last Two Reports; Oregon Increases Awareness - Still Ranks Low – Top Ten U.S. Destinations & Oregon Destinations – Percent Who Know a Lot/Know Something About These Areas 2004 2002 2001 Rank Incidence Rank Incidence Rank Myrtle Beach, SC 1 68% 1 69% 1 Hawaii 2 67% 5 64% 5 Hilton Head 3 67% 1 69% 4 Las Vegas 4 66% 3 68% 2 Orlando 5 64% 4 65% 2 Charleston/area 6 57% 6 56% 7 Scottsdale/Phoenix 7 57% 7 55% 6 Pinehurst/surrounding area 8 51% 9 51% 12 Miami/Ft. Lauderdale 9 48% 8 52% 8 San Diego 10 48% 13 40% 9 Oregon Coast, OR 33 21% 33 18% NM Bend/Sun River area, OR 35 18% 35 14% 28 Number of Common Markets Measured: 36 36 28 39 NM = not measured
  39. 39. 2005 GOLF TRAVEL & DESTINATION STUDY 2005 Golf Travel & Destination Study Golfer Perceptions
  40. 40. Golfer Perceptions Golfer Perceptions Q. On a scale of “1” (excellent) to “4” (poor), how would you rate each golf destination you are familiar with based on “Quality of Golf” and “Value for the Money”? 41
  41. 41. Golfer Perceptions Newbie Kohler Tops List for Quality, Oregon Delivers Both Bend and the Oregon Coasts; RTJ Trail Posts Remarkable #6 Spot Top Ten U.S. Destinations – Mean “Quality of Golf” Scores 2004 2002 2001 Rank Rank Rank Kohler, WI 1 3 NM Monterey Peninsula, CA 2 1 2 Pinehurst & surrounding area 3 2 1 Hawaii 4 4 3 Hilton Head, SC 5 7 5 Robert Trent Jones, Trail, AL 6 9 8 Bend/Sun River, Oregon 7 15 10 Scottsdale/Phoenix, AZ 8 6 4 Myrtle Beach, SC 9 8 7 Oregon Coast, OR 10 10 NM Number of Common Markets Measured: 36 36 28 NM = not measured 42
  42. 42. Golfer Perceptions Oregon Coast Breaks into Top Ten; Mid-West Takes #3 an #5 Positions; Myrtle Beach and “The Trail” Lead in Value Top Ten U.S. Destinations – Mean “Value for the Money” Scores 2004 2002 2001 Rank Rank Rank Myrtle Beach, SC 1 1 2 Robert Trent Jones Trail, AL 2 2 1 Northern Michigan 3 6 3 Gulf Shores, AL 4 3 7 Minnesota 5 7 NM Northern Carolina Mountains 6 3 6 Bend/Sun River & surrounding area, OR 7 5 8 Oregon Coast, OR 8 13 NM Mississippi Gulf Coast, MS 9 9 NM Charleston & surrounding area, SC 10 8 9 Number of Common Markets Measured: 36 36 28 NM = not measured 43
  43. 43. Golfer Perceptions Oregon Destinations Share Strong “Top 5” Positions for “Quality of Golf” Among Major Regional Competitors! Competitive Set – Mean “Quality of Golf” Scores 2004 2002 2001 Rank Rank Rank Monterey Peninsula, CA 1 1 1 Hawaii 2 2 2 Bend/Sun River area, OR 3t 6 4 Scottsdale/Phoenix, AZ 3t 3 3 Oregon Coast, OR 5 4 NM San Diego, CA 6 8 6 Tucson, AZ 7 5 5 Canadian Rockies/ Banff, CA 8 9 NM Las Vegas, NV 9 7 7 Lake Tahoe/ Reno, NV 10 10 8 Number of Common Markets Measured: 10 10 8 “t” = tie tie “t” = NM = not measured 44
  44. 44. Golfer Perceptions For the Past Three Studies Bend/SunRiver area Tops List of Regional Competitors for “Value for the Money!” Competitive Set – Mean “Value for the Money” Scores 2004 2002 2001 Rank Rank Rank Bend/Sun River area, OR 1 1 1 Oregon Coast, OR 2 2 NM Tucson, AZ 3 3 2 Canadian Rockies, Banff, CA 4 5 NM San Diego, CA 5 4 3 Scottsdale/Phoenix, AZ 6 6 4 Lake Tahoe, Reno, CA 7 7 5 Las Vegas, NV 8 9 6 Hawaii 9 8 7 Monterey Peninsula, CA 10 10 8 Number of Common Markets Measured: 10 10 8 NM = not measured 45
  45. 45. Golfer Perceptions Oregon Rocks! Myrtle Beach and “The Trail” Best for Quality/Value Paradigm U.S. Destinations 2004 2002 2001 Myrtle Beach, SC Yes Yes Yes Robert Trent Jones Trail, AL Yes Yes Yes Oregon Coast, OR Yes * NM Bend/Sun River area, OR Yes ** Yes Pinehurst & surrounding area, NC ** ** Yes Number of common markets measured: 36 36 28 * ranked top 15 for “Quality of Golf” ** ranked in top 15 “Value for the Money” 46 NM = not measured
  46. 46. Golfer Perceptions The “Quintessential” Golf Vacation • Based on the 58% of respondents who took a golf vacation in the past year, the average length of stay was 6 days. Only 18% stayed longer than one week. • The average golf vacation party consisted of 8 people - two foursomes • Golfers are more likely to include friends on their trips (68% of the time) as compared to other family members (48%) • The average number of rounds played per person was 5 rounds, or, approximately one round per day, excluding travel 47
  47. 47. Golfer Perceptions Golf Digest Subscribers Make Their Own Golf Travel Arrangements; Internet Usage Increased from 17% in ’02 to 21% in ‘04 How Reservations Were Made for Most Recent Golf Vacation Used A Travel Agency 4% Used the Internet 21% Called Directly to 57% Arrange Flights, 18% Used A Golf Accommodations Packager to Book and Tee Times Tee Times and Reservations 48 Base: Took a golf vacation in past year
  48. 48. Golfer Perceptions 44% of Respondents Personally Spent $1,000 or More on Their Last Golf Vacation – That’s nearly one Billion Dollars!* How Much Spent on Most Recent Golf Vacation $2,001+ Mean: $1,102 8% $1,501-$2,000 8% 29% 56% <$1,000 $1,000-$1,500 49 Base: Took a golf vacation in past year; projected to 1,400,000 subscriber rate base
  49. 49. Process of Vacation Planning
  50. 50. Process of Vacation Planning 2005 Golf Travel & Destination Study “American’s have come to view vacations as a birthright. They’re not willing to give them up!” Dr. Susan Cook - SVP Travel Industry Association USA Today 51
  51. 51. Process of Vacation Planning Background & Objectives • The Golf Digest Companies Research Resource Center sought insights on the Vacation Planning Process among affluents, focusing on Major Vacations, and not specific to golf vacations (buddy trips.) • Men and women golfers, as well as non golfers, were studied allowing for comparison. • Results provide greater understanding into how Vacation Planning is being approached in today’s consumer marketplace, and the role of various influences 52
  52. 52. Process of Vacation Planning Methodology - Three Distinct Research Phases • Quantitative – 400 twelve-minute phone interviews conducted nationwide • Qualitative – Individual interviews and focus groups in San Francisco and New York – household incomes greater than $125K – Frequent vacationers – Mixture of frequent, infrequent and non golfers • All respondents, all phases – Took pleasure vacation (exclusive of business trips or visits to relatives) within past 12 months – Minimum stay of 5 consecutive days – Personally spent at least $1,000 53
  53. 53. Process of Vacation Planning Key Findings • Travel inspiration comes primarily from magazines, television, and word of mouth, and secondarily from newspapers and guidebooks. • Whether consciously or not, travel planning takes on a distinctly linear and highly involved process that encompasses specific stages, each offering key opportunities for marketers to gain share of mind through a variety of media and communication channels. • Magazines are a critical marketing vehicle, particularly in the initial stages of travel inspiration. They contribute significantly towards framing a traveler’s consideration set. 54
  54. 54. Process of Vacation Planning Key Findings • “Value” supersedes price in vacation budgeting… – Marketers’ Magic formula: Provide a top notch experience that is perceived to be “a deal” • The Internet is a primary source for executing travel arrangements; especially at bargain prices ….. It’s a “transaction enabler” not necessarily a “brand builder.” • Participants are looking for a wide range of activities when they travel. Golfers will endeavor to get one round in on most trips, but golfing is not a requirement for all of their vacations. 55
  55. 55. Process of Vacation Planning The Process of Planning a Vacation Hypothesis for Consideration • Step I - Location Inspiration & Destination Selection – “We look for special places and new ideas by doing research. See where we haven’t been. Read magazines, watch TV, talk to friends and read travel books.” • Step II - Narrowing Down Choices – “Assess the amenities and levels of service we require, the weather and the time we have to travel. Talk to recent visitors, read reviews and rankings in magazines and on the Internet.” 56
  56. 56. Process of Vacation Planning The Process of Planning a Vacation Hypothesis for Consideration • Step III - Prices & Logistics – “Once I’ve decided where to go, I begin to look for deals on the Internet and make air flight reservations. I’ll search endlessly for accommodations and packages; make reservations for activities and so forth.” • Step IV - Controlling The Situation, Beyond The Booking – “As we get closer to leaving, I’m always getting the inside scoop on new restaurants and things to do off the beaten path. I start developing an itinerary, reconfirm reservations and make sure everything is OK.” 57
  57. 57. The Role of the Media
  58. 58. The Role of the Media Major Media Influencers Tier One Magazines • Internet Tier Two Television • Newspapers 59
  59. 59. The Role of the Media How Magazines Contribute • “Magazines are great at the beginning of the process; they give me ideas and direction if I don’t know where I am going.” • “Magazines are good for ideas and locations; I look for rankings to see where the best places to go are.” • “It would never have occurred to me to look for something like that (trip to Belize) and it was because I read an article in a magazine.” 60
  60. 60. The Role of the Media Travel Inspiration from Magazines Magazines Are Preferred For Travel Inspiration Because Of The Personal, Physical And Visual Interaction They Provide • “We do get lots of travel magazines…its fun to read about it…I tear it out if there’s something I want to check out…I have files of articles.” – Maureen • “You can look through that kind of stuff on the internet, but its going to be different pages, where this is all right in front of you (in magazines)” – Robert • “Magazines are good for ideas and locations; I look for rankings to see where the best places to are.” – Paul 61
  61. 61. The Role of the Media More Differences about Magazines • Women rely on magazines more than men for “increasing their desire to take a vacation.” • Vacationers 45-64 are significantly more likely to utilize magazines for their travel planning than those between the ages of 18-44. 62
  62. 62. The Role of the Media How the Internet Contributes an Effective Enabler “I really use the web when I already know where I am going” – Hadley 63
  63. 63. The Role of the Media How the Internet Contributes “Prices, Stats & Comparison Shopping” 1. Prices & packages 2. Encourages me to seek out information 3. Ideas about where to stay 4. Re-enforcing decisions 5. Ideas about where to go 6. Ideas about what to do 7. Increasing my desire to travel 8. Sparks my imagination 64 Base: Internet is important for planning
  64. 64. The Role of the Media It’s Largely About Price The Internet Is Important For Planning 100% 80% 75% 80% 60% NON GOLFERS 40% GOLFERS 20% 0% Prices, Packages 65
  65. 65. The Role of the Media Comparing the Internet and Magazines – Rated Important – Magazines Internet Captures my imagination 51% 74% Gets me thinking about vacation 54% 76% Keeps me abreast of trends 52% 67% Helps me consider destinations to go to 56% 62% Helps me determine accommodations 58% 69% Helps me budget 56% 61% Helps me make my arrangements 55% 70% Helps me decide what activities to do 49% 51% 66
  66. 66. The Role of the Media Television & Newspapers Provide Complimentary Weight In All Three Steps Re-enforces Destination Selection and Logistics TV’s Role: • Increases desire to travel, especially globally • Sparks imagination and desire through motion and sound Newspapers’ Role: • Prices & Packages • Ideas about where to go 67
  67. 67. The Role of the Media How Media Serves the Process Step 1 Magazines, Television, Newspapers and Books Location & Inspiration Step 2 Internal assessment, Internet, magazines and recent visitors Narrowing Down Choices Step 3 Internet, travel agents, newspapers, books Prices & Logistics Direct contact with facilities through Step 4 phone or email, Special promotions Beyond the Process in all media 68
  68. 68. The Role of the Media Towards Better Understanding Magazines and the Internet MAGAZINES INTERNET Macro Micro Personality Prices Ideas Information Inspirations Itineraries Desires Discounts 69
  69. 69. The Role of the Media Golfers Provide Unique Marketing Opportunities Golfers Are Significantly More Likely Than Non-golfers To….. • Revisit favorite places for vacations • Respond to travel ads, clip and/or read travel articles in magazines • Take separate vacations apart from their family • Be interested in purchasing vacation real estate 70
  70. 70. The Role of the Media Golfers Do Many Of The Same Things As Non-Golfers Except They Play Golf Too! Dispelling The Myth That Avid Golfers Are “One Dimensional” On Vacation Golfers Non-Golfers % % Sightseeing 71 69 Fine dining 57 69 Shopped 66 66 Golf 8 63 Tennis 31 36 Water sports 29 32 Theatre, Concerts 27 26 Hiking 23 31 Casino gambling 14 20 Spa 16 20 Amusement parks 11 20 Horseback Riding 2 9 71
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