This document summarizes a presentation on trends and opportunities for Minnesota resorts and campgrounds. It discusses how consumers are increasingly connected, conscientious, and interested in experiences. Resorts and campgrounds need to engage customers at all stages of travel planning and during their stay through digital technologies and social media. The presentation also covers demographic trends in Minnesota that will impact tourism, such as rising minority populations, and opportunities to partner with local festivals and events to attract visitors.

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‘C’ingour way forward: Trends & opportunities for MN resorts & campgrounds
INGRID E. SCHNEIDER, PHD
MNRESORT & CAMPGROUND ASSN
OCTOBER 2014

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IMPORTANCE OF RESORT/CAMPING AREAS TO MN IMAGE
http://www.exploreminnesota.com/industry-minnesota/research-reports/researchdetails/?nid=168

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C’INGOUR WAY FORWARD
Connected
Conscientious
Consumer

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Image: Social news daily
Connected conscientious consumer

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Connected conscientious consumer
Image from the marketing spot

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CONNECTED CONSCIENTIOUS CONSUMER
Anticipation
Travel to
Onsite
Return travel
Recall

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CONNECTED CONSCIENTIOUS CONSUMER
Anticipation
Travel to
Search engine (22)
Tripadvisor+ (6-12)
Changes due to weather
Upsell opps(7-14 -30 days)

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CONNECTED CONSCIENTIOUS CONSUMER

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CONNECTED CONSCIENTIOUS CONSUMER
Onsite
Check in digital
Alert text when cabin ready
Pre-order services via text
Digital/QR code scavhunt, tour, recipes. calendar
E list of Restaurant/directions
Specials only through app
Twittering staff
Feedback digitally
Check out digitally
LAZY/NECESSARY?
(Marriott & Ritz mobile app)

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CONNECTED CONSCIENTIOUS CONSUMER
Return travel
Recall
Inspire others to visit
Thank you with request to review
Postcards/wish you were here
Reminders for celebrations

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CONNECTED CONSCIENTIOUS CONSUMER
Anticipation
Travel to
Onsite
Return travel
Recall

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CONNECTED CONSCIENTIOUS CONSUMER

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CONNECTED CONSCIENTIOUS CONSUMER

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CONNECT TO MN FESTIVALS & EVENTS
66
64
46
36
33
28
27
25
19
13
7
0
10
20
30
40
50
60
70
Percentage of respondents
Develop a sense of community
Attract visitors
Provide local entertainment

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> %50 MN festivals & events
…….in the summer
…….on the weekend (Qian & Simmons, 2014)
CONNECTED CONSCIENTIOUS CONSUMER

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Peer to peer
Mesh
Collaborative consumption
‘Lethally disruptive’?
(U Haague)
CONNECTED CONSCIENTIOUS CONSUMER

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C’INGOUR WAY FORWARD
Connected
Conscientious
Consumer

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CONNECTEDCONSCIENTIOUSCONSUMER
Image from patch.com

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CONNECTEDCONSCIENTIOUSCONSUMER

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CONNECTEDCONSCIENTIOUSCONSUMER

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CONNECTEDCONSCIENTIOUSCONSUMER

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CONNECTEDCONSCIENTIOUSCONSUMER
30%

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Heart of Continent
Mississippi River
CONNECTEDCONSCIENTIOUSCONSUMER
http://www.traveltheheart.org/

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C’INGOUR WAY FORWARD
Connected
Conscientious
Consumer

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CONNECTED CONSCIENTIOUS CONSUMER

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CONNECTED CONSCIENTIOUS CONSUMER
People
Personalization
Product

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CONNECTED CONSCIENTIOUS CONSUMER

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Domestic person-trips (in millions) in the United States in 2010 and projections for
2020 (Data from Cook, 2011).
CONNECTED CONSCIENTIOUS CONSUMER

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Average trip spending, 2012 (Data from U.S. Travel Association, 2014).
CONNECTED CONSCIENTIOUS CONSUMER

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Percent growth pop
Percent increase person trips
CONNECTED CONSCIENTIOUS CONSUMER

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67%
83%
82%
Hispanic
African American
Asian/Hawiian/PacificIslander
Percentage of each minority population living in the Twin Cities by 2035

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CONNECTEDCONSCIENTIOUSCONSUMER
ART
CULTURE

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CONNECTED CONSCIENTIOUS CONSUMER
People
Personalization
Product
http://www.locallyexperienced.com/aboutme/

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Image from Juliefergus.com
Connected conscientious consumer

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Time Magazine, 2012

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Vogue 2011

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Minnesota example

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Minnesota example

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Vogue 2011

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Finger Lakes NY via USA Today Aug 2014

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JUNE 6-7, 2015

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Photo from ‘enamor events’

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C’INGOUR WAY FORWARD
Connected
Conscientious
Consumer

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‘C’ingour way forward:

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Be the source for tourism education & research
Lead, prepare & support tourism industry & tourism-dependent communities for success & sustainability

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RESEARCH
Purpose
–Inform
–Generateideas
–Answer applied questions

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ON THE TOURISM CENTER RESEARCH HORIZON
Impact of year round school on leisure travel (Winter 2015)
Hmong travel behaviors (Winter 2015)
Impact of biking in MN (Sum 2016)
MN travel predictions (Jan 2015)
Visitor profiles (Fall/winter 2016)
Vacation Rental By Owner ?!

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3 IDEAS FOR RESEARCH IN THE NEXT 3 TO 5 YEARS?! BURNING QUESTIONS…

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Image: business insider

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CLIMATE CHANGE
Maps from the Arbor Day Foundation

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SELECT UMN RESOURCES OF INTEREST
Tourism Center
–www.tourism.umn.edu; 612 624 4947
Sustainability
–MnTechnicalAssistance Program
–Clean Energy Resource Team
Economic impact
–http://www.extension.umn.edu/community/economic-impact-analysis/507-337-2814

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SELECT COMMERCIAL REPORTS OF INTEREST
American Camping Report 2013
RV profile 2013 ($35/75) http://www.rvia.org/UniPop.cfm?v=3&oid=09CUR05_W1&cc=0
US Campground & RV Industry & Market report ($149) http://www.researchandmarkets.com/reports/2524247/2013_u_s_rv_parks_ and_campgrounds#rela3
Online business guide to glamping(55 British pounds) http://inspiredcourses.com/glamping/#glamping%20business

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SO WHAT!?
Word of Mouth (WOM) still central
E WOM relevance
–Maintain accurate & timely data online with ability to customize for consumer use
–Monitor & respond to online reviews
–Engage markets with opportunities to share
–Generational differences in level of influence
–“focus to maximize, modernize to adapt” (REI)

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PROFILING FESTIVALS & EVENTS IN MN
Regional distribution of respondents
12%
18%
8%
29%
32%
Northeast
Central
Northwest
Southern
Metro

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TIMING OF FESTIVALS & EVENTS
Season:
–55% in summer (June-August)
–20% in fall (September-November)
Length:
–35% one-day
–24% more than 3 days
Time of the week:
–60% weekend only
–35% weekend + weekday(s)