United States

Leisure Traveler Profile (total)

  Yr/Yr % Chg
Visitor Spending (2016p) - 50% CA resident/50% non-resident $74.57 billion -
California Market Share (2015) 11.68% -
Visitors to California (2016p) - 77.5% CA residents/22.5% non-resident 206.7 million -
2017 Visitation Forecast (% change vs. 2016p) 212.3 million +2.7%
2021 Visitation Forecast (% change vs. 2016p) 226.9 million +9.7%
2021 Spending Forecast $91.6 billion -

Sources: Tourism Economics; DKSA, TNS Global (domestic); CIC Research, OTTI (international); Dean Runyan, CIC Research (expenditures)

Leisure Travel Profile - California Residents

TOP DMAS Los Angeles (43%), San Francisco (20%), Sacramento (14%), San Diego (8.5%)
Transportation Drive (90.2%), Air (5.3%), Other (4.5%)
With Children Under 18 28.8%
Average Spend Per Trip $220
Trip Decision Less Than 1 Month Before Travel 62.3%
Top Online Planning Resources Search engine, destination website, travel provider, OTA

Sources: TNS TravelsAmerica, 2015

Leisure Travel Profile - Primary Western Market

TOP DMAS Phoenix (29%), Las Vegas (19%), Seattle (10%), Salt Lake City (6%)
Transportation Drive (71%), Air (25%), Other (4%)
With Children Under 18 28.7%
Average Spend Per Trip $403
Trip Decision Less Than 1 Month Before Travel 32.2%
Top Online Planning Resources Travel provider website, online full service travel website, destination website

Sources: TNS TravelsAmerica, 2015

Leisure Travel Profile - Long Haul Markets 

TOP DMAS New York (12.1%), Chicago (6.5%), Dallas-Ft. Worth (3.9%), Washington DC (3.7%)
Transportation Drive (44%), Air (50%), Other (6%)
With Children Under 18 33.9%
Average Spend Per Trip $509
Trip Decision Less Than 1 Month Before Travel 27%
Top Online Planning Resources Travel provider website, online full service travel website, destination website

Sources: TNS TravelsAmerica, 2015


Market Conditions

United States GDP Quarterly Growth Rate
United States Consumer Sentiment
GDP annual growth rate in the United States is expected to be 2.2 percent by the end of the fourth quarter of 2016. Looking forward, it is estimated that GDP Annual Growth Rate will stand at 2.4 percent in 12 months’ time. In the long-term, the GDP Annual Growth Rate is projected to trend around 2.1 percent in 2020.   Consumer sentiment increased to 98 in December 2016, rising from 92 in January 2016. This was the highest reading since January 2015.
Sources: Tradingeconomics.com, U.S. Bureau of Economic Analysis Source: Tradingeconomics.com, University of Michigan



Market Barriers


Risk Factors

The dollar reached a 13-year high in November 2016, continuing to make international travel an attractive option for U.S. travelers.  
  • The economy is currently outperforming other larger economies; there has been an overall steady job and income growth, with consumer spending up 3.8 percent and take-home pay up 3.6 percent year-over-year.
  • Consumer sentiment has risen and consumers remain positive – however, there is some consumer concern due to political uncertainty in both the United States and abroad.

Sources include: Forbes, US Bureau of Economic Analysis, Wall Street Journal



Competitive Landscape


Las Vegas: $29.3 million 2015 Media Spend
Texas: $28.9 million 2015 Media Spend
$27.1 million 2015 Media Spend
$17.2 million 2015 Media Spend
$16.9 million 2015 Media Spend

Source: Kantar



Target Profile

Primary Target
  • Top 33 percent HHI
  • Passionate about or regularly travel
  • Domestically / abroad (U.S.)
  • Travel by air for vacation 1+ times annually
  • Vacation decision-making involvement
  • 47 — Median age
  • $103K — Median HHI
  • Married (71 percent / Index 141) and have children (66 percent / Index 121)
Source: Carat CCS; SMARI    




Other Market Insights

  • Market:
    • Traveler optimism is strong, even with political uncertainty • Intent to travel is up 14 percent over 2015, with domestic tourism expenditure expected to rise 2.7 percent in 2017, driven by leisure travel (up 3.8 percent in 2017)
    • Business travel intention rising; women who don’t often travel and 20-25 years are most likely to add leisure to business trip
  • Product Experience:
    • Experiential travel continues to rise in importance
    • Nearly 60 percent of travelers say experiences are more important than material possessions during 2017 travel
    • Discovery remains strong: more adventurous destinations sought, and luxury travelers seek less-known areas
    • New combinations offered, e.g. relaxation and high energy
    • Strong growth in well-being tourism, with more locations positioning themselves as wellness destinations
    • Culinary emphasis in travel keeps growing - Sustainable travel is predicted to be a top industry trend
  • Audience:
    • Millennial traveler significance is increasing, due to generational size and travel interest
    • This is a diverse group, spanning life stages
    • Place high priority on travel, desire to add value to life through travel, and intend increase travel spend in 2017
    • Seek authentic and immersive experiences, including eating local food; culinary an increasingly important status symbol
    • Social media key: 90 percent update social media while traveling
    • Micro-segments are a driving force, including: HENRY’s (High Earner Not Rich Yet) and The Brat Pack (families with children 12 and under who influence vacation planning decisions)
  • Communication:
    • Technology’s influence is predicted to increase
    • Travel apps (e.g. Airbnb Trips) are rising in intelligence

Sources include: Booking.com; Virtuoso; SKIFT; USA Today; Destination Analysts, Inc.; Expedia; Ipsos; Forbes; Resonance consultancy; MMGY; Tourism Economics; Mandala research; GBTA US Business Travel Outlook



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