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Arival 2018 state of in destination

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We did a massive multi-market survey to understand what travelers want and how they choose what to do in-destination. Enjoy this short presentation of key insights presented at Arival 2018 in Las Vegas.

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Arival 2018 state of in destination

  1. 1. 2018 State of In-Destination A multi-market study of traveler attitudes, ambitions and behaviors for tours, activities, attractions and events
  2. 2. © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination The In-Destination Traveler: Who They Are What They Want How & When They Shop What It Means For You Table of Contents
  3. 3. Our Awesome Partners © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination This study would not be possible without the support of these four organizations:
  4. 4. Why We Did This Tours, Activities, Attractions & Events, travels third largest sector by spend, represents everything travelers do in-destination, when they get there. Arival surveyed 4,000 travelers from the U.S., U.K., France and Germany to help creators and sellers of Tours, Activities, Attractions & Events understand what travelers want, how they shop and book, and the key trends shaping the future of travel’s third-largest sector. Methodology: Online survey to 1,000 travelers from each of the four markets (adults, 18+) who have traveled 100 miles from home in the past year, including an overnight stay, and engaged in a qualifying T&A segment. Results are projectable at the 95% confidence level with +/- 3% margin of error. © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  5. 5. Who Is The In-Destination Traveler? © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  6. 6. It’s Everyone
  7. 7. Nearly all leisure travelers booked a tour, attended an event, visited an attraction or did an activity on a trip within the past year A leisure traveler is someone who took a trip for pleasure in the past year at least 100 miles from home that included an overnight stay. 97% 97% 98% 97% Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018
  8. 8. And They Do a Lot of Activities
  9. 9. Average Number of Activities a Traveler Does per Trip: Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018 Total Activities Attractions Tours Events 6.7 2.9 2 1.1 0.7 7
  10. 10. What Do They Want? © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  11. 11. The top activities undertaken in the last year: Shopping is on top, and classic attractions remain popular. 0% 20% 40% 60% 80% Concert, theater, or play Sightseeing tour Museum, zoo, or aquarium Natural attraction Famous attraction Historic or cultural site Shopping Arival’s 2018 State of In-Destination: Activity travelers: US – 993, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 www.arival.travel
  12. 12. A significant portion of travelers also participate in a range of activities on their trips. 0% 20% 40% 60% Thematic tour Pro-sporting event Festival Sporting activity that you participated in Organized outdoor excursion Spa, wellness, or yoga Food or drink tour, tasting, or class Arival’s 2018 State of In-Destination: Activity travelers: US – 993, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 www.arival.travel
  13. 13. Which of the following types of activities have you experienced on a trip in the last year? Arival’s 2018 State of In-Destination: 4,000 U.S., U.K., French & German travelers, August 2018 What Do Younger Travelers Want? www.arival.travel
  14. 14. Younger travelers seek something else: Adventure, physical activity, culinary and thematic tours and amusement parks appeal to more younger travelers. 0% 10% 20% 30% 40% 50% Thematic tour* Sporting activity that you participated in Organized outdoor excursion Food or drink tour, tasting, or class Amusement, adventure or water park 18-34 35-54 55+ * Thematic tour is a tour with a specific theme, such as a ghost tour, TV show themed tour, art or photography tour, etc.). Arival’s 2018 State of In-Destination: Activity travelers: US – 993, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 www.arival.travel
  15. 15. Culinary Experiences Matter Most to Travelers Culinary is not just about food/drink tours or classes. It touches all food and drink elements in any in-destination experience. You are already in the culinary tourism industry! Operators of all types should consider incorporating distinctive food and drink components in any in-destination activity. © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  16. 16. The Purchase Path: How They Plan & Book © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  17. 17. Most travelers go online to research in-destination activity options. Research on mobile devices is far more prevalent among younger U.S. travelers. Arival's 2018 State of In-Destination: Activity travelers: US – 1,000, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 0% 10% 20% 30% Computer Guidebooks Friends and family offline Mobile phone Friends and family via social media 0% 20% 40% 60% 80% 18-24 25-34 35-44 45-54 55-64 65+ Desktop Mobile www.arival.travel
  18. 18. While online is the primary source for research and planning, more travelers still purchase their tickets in-person. Arival's 2018 State of In-Destination: Activity travelers: US – 1,000, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 0% 10% 20% 30% 40% In person Computer Mobile phone Attractions Activities Events Tours www.arival.travel
  19. 19. The Purchase Path: When They Plan & Book © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  20. 20. Tours, Activities, Attractions & Events follow a very different booking window from flights and hotels, which are usually booked well in advance of travel. Travelers begin researching attractions and activities in advance of their trip, but most book last minute. Arival's 2018 State of In-Destination: Activity travelers: US – 1,000, UK – 1,001, FR – 1,000, DE – 1,000; August 2018 0% 10% 20% 30% 40% 50% 60% On trip / 1-2 days in advance 3-7 days in advance 1-4 weeks in advance 1-2 months in advance 3 or more months in advance Book Research www.arival.travel
  21. 21. Why don’t travelers book more activities in advance? 1. They want flexibility 2. They are indecisive 3. They just don’t care to book in advance © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  22. 22. What Does This Mean for Operators of Tours, Activities, Attractions & Events? © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  23. 23. The In-Destination Opportunity The in-destination industry is travel’s third-largest sector and the fastest growing, presenting enormous opportunity for creators and sellers of Tours, Activities, Attractions & Events. Here are four things every operator should be thinking about right now: 1. Make sure you have a competitive digital presence (desktop and mobile) to capture travelers as they plan and book. 2. Incorporate distinctive culinary options into your offerings. 3. Reduce your advance booking minimums as much as possible to capture that last-minute booker (there are a lot of them). 4. To drive more advance booking, give travelers a reason: a better price, a perk or special benefit only available to that advance purchaser. © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination
  24. 24. Full report available soon at © Copyright 2018 Arival LLC, All Rights Reserved Arival’s 2018 State of In-Destination www.arival.travel

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