Targeting the Culinary Traveler - ASTA...Wine Travelers 9% 8 (16.4 million) (15.2 million) Food + Wine Travelers—2.6% (4.3 million) The Culinary Traveler Segments Culinary travelers

Targeting the Culinary Traveler

Our Industry Model: For the Industry, By the Industry

Our Industry Model: For the Industry, By the Industry

Increasing Need for Market Research: Targeting

U.S. lost one-third its share of international tourism since 19971997

Recession in U.S. reduced d ti t ldomestic travel

Result: Increased need to identify profitable niche markets;

Necessitated need to focus marketing effortsEconomic Impact =Justification for Targeting and

SpendingSpending

The Economic Impact of Tourism:

Travel and tourism is one of America’s largest industries (2010 data)

Supports 1 in every 9 jobs

Generated $1.8 trillion into the economy

Generated $118 billion in TAX REVENUE for local, state andREVENUE for local, state and federal governments.

Each U.S. household would pay $1 000 MORE IN TAXES ith t th$1,000 MORE IN TAXES without the tax revenue generated by the travel and tourism industry.

5

Travel Decision-Making: What to Keep in Mind

Friends and Family/ Word of Mouth #1 source of travel informationinformationYour current customers are your best promotional tool. Social media exponentially increases reach.

Pent up DemandThey want to go “somewhere” butThey want to go somewhere but still holding back on spending

Deals, Deals, DealsI i l i li d t th tIncreasingly socialized to the art of the deal Photo Chris Seufert

U.S. Average # Meals Eaten Out – City Ranking

rank sitdown breakfast

carryout lunch

sitdown lunch

sitdown dinner total rank sitdown

breakfast rank carryout lunch rank sitdown

lunch rank sitdown dinner

1 MIA 1.137 1.805 1.415 1.707 6.0632 LA 1.143 1.792 1.372 1.632 5.9393 DAL 0.986 1.752 1.400 1.624 5.7624 HOU 1.067 1.716 1.341 1.543 5.6685 ATL 0.967 1.536 1.359 1.517 5.3786 BOS 0 938 1 732 1 120 1 536 32

1 LA 1.1432 MIA 1.1373 HOU 1.0674 DAL 0.9865 ATL 0.9676 NYC 0 941

1 MIA 1.8052 LA 1.7923 DAL 1.7524 BOS 1.7325 HOU 1.7166 DC 1 701

1 MIA 1.4152 DAL 1.4003 LA 1.3724 ATL 1.3595 HOU 1.3416 NYC 1 164

1 MIA 1.7072 LA 1.6323 DAL 1.6244 NYC 1.5765 HOU 1.5436 BOS 1 5366 BOS 0.938 1.732 1.120 1.536 5.325

7 NYC 0.941 1.635 1.164 1.576 5.3158 DC 0.779 1.701 1.044 1.446 4.9719 DET 0.879 1.568 0.985 1.364 4.79610 SF 0.732 1.488 1.107 1.273 4.60011 DEN 0.796 1.453 0.920 1.348 4.517

6 NYC 0.9417 BOS 0.9388 DET 0.8799 TSP 0.85010 DEN 0.79611 SEA 0.786

6 DC 1.7017 NYC 1.6358 CHI 1.5899 DET 1.56810 ATL 1.53611 SAC 1.498

6 NYC 1.1647 BOS 1.1208 SF 1.1079 DC 1.04410 SEA 0.99111 TSP 0.990

6 BOS 1.5367 ATL 1.5178 TSP 1.4649 DC 1.446

10 DET 1.36411 DEN 1.348

12 TSP 0.850 1.208 0.990 1.464 4.51213 ORL 0.766 1.340 0.976 1.321 4.40214 CHI 0.714 1.589 0.857 1.204 4.36415 SAC 0.781 1.498 0.776 1.273 4.32716 SEA 0.786 1.410 0.991 1.129 4.31417 PHL 0.689 1.274 0.849 1.212 4.024

12 SAC 0.78113 DC 0.77914 ORL 0.76615 SF 0.73216 CHI 0.71417 PHL 0.689

12 SF 1.48813 DEN 1.45314 SEA 1.41015 ORL 1.34016 MSP 1.33817 CLE 1.312

12 DET 0.98513 ORL 0.97614 DEN 0.92015 CHI 0.85716 PHL 0.84917 PHO 0.790

12 ORL 1.32113 SF 1.27314 SAC 1.27315 PHO 1.22416 PHL 1.21217 CHI 1.204

18 PHO 0.590 1.302 0.790 1.224 3.90719 CLE 0.678 1.312 0.727 1.171 3.88820 MSP 0.495 1.338 0.695 1.005 3.533

18 CLE 0.67819 PHO 0.59020 MSP 0.495

18 PHO 1.30219 PHL 1.27420 TSP 1.208

18 SAC 0.77619 CLE 0.72720 MSP 0.695

18 CLE 1.17119 SEA 1.12920 MSP 1.005

national averagesg

sitdown breakfast

carryout lunch

sitdown lunch

sitdown dinner total

0.836 1.522 1.044 1.378 4.780

Sizing the Culinary Market

17% of American leisure travelers have participated inone or more culinary activities while traveling over thepast three years.

Total Leisure Travel Population(160 million)

Culinary

Non-Culinary Traveler

83%Culinary Travelers 17%

27.3 million

Food Travelers10%

Wine Travelers9%

8

10%(16.4 million) (15.2 million)

Food + Wine Travelers—2.6%(4.3 million)

The Culinary Traveler Segments

Culinary travelers fall into three self-defined categories, based on their motivations with regard to food and wine when traveling.

Serious C li

46%: 12.6 million“Deliberate” Culinary Travelers:“The availability of culinary activities was a key reason I

Culinary Travelers

chose to take the trip or destination”

28%: 7.6 million“Opportunistic” Culinary Travelers:Opportunistic Culinary Travelers:“I sought out culinary activities on my travels but they were not necessarily a factor in making a choice.”

26%: 7 1 million26%: 7.1 million“Accidental” Culinary Travelers:“I participated in culinary/wine related activities, simply because they were available.”

10Today’s travelers: 2007-2011

Since pioneering our study in 2006, we have consistently asked culinary related questions in our surveys. This allows us to collect data and update trends to keep our clients current and their decision making freshdecision making fresh

• CH Travelers: Culinary travelers are Culture and Heritage T lTravelers

• Intersection among shopping, dining, culture.

• African American and DriveAfrican American and Drive Market Travelers seeking local cuisine as part of diverse activities

The Shopping Experience: Culinary and Culture Integrated

TotalA

IndiaB

AustraliaC

BrazilD

KoreaE

China

Good value for price paid 43% 42% 42% 42% 38% 48%(D)

Helpful and friendly sales associates 41% 31% 48%

(A E)44%(A)

43%(A) 38%

Availability of fine dining restaurants 35% 22% 49%

(A D E)52%

(A D E) 29% 27%

A wide selection of brands to choose 35% 25% 43%

(A)38%(A)

35%(A)

35%(A)

Outlet mall 33% 19% 41%(A)

39%(A)

34%(A)

33%(A)

Convenient transportation to 30% 41% 29% 33% 46%

and from the shopping area 30% (B C) 29% 33% (B C) -

A wide selection of types of products 29% 32%

(E) 29% 30% 30% 23%

Availability of luxury brands 29% 8% 35%(A)

37%(A)

35%(A)

30%(A)( ) ( ) ( ) ( )

Large variety of dining options 27% 12% 39%(A D E)

41%(A D E)

28%(A E) 15%

Shopping environment that reflects the local culture 27% 22% 31%

(A) 28% 29% 25%

International Shopping Travelers are Culinary Tourists

International Shopping Travelers Unique Dining Experience Wine Tours and TastingsOther Culinary Activities

53%

39%

49%45%

y

24%

11% 9%15%

12%7%

11%8% 9%

17%

6%7% 6%

Canada Mexico UK Germany Japan

Leisure Drive Traveler: Culinary Activities among top

Top 20 –Combined Done along the way and at Destination

Base Respondents = 742Total 50+ Car

Only Gen Y Gen X Boomers Silent

Took a scenic drive 38% 37% 37% 30% 40% 43% 31%Went to a fine dining restaurant for a unique and memorable experience 30% 30% 28% 30% 29% 32% 29%and memorable experience

Shopped at discount stores 28% 28% 30% 36% 26% 28% 25%

Shopped at a mall 26% 23% 24% 34% 24% 24% 25%

Attended a social or family event 22% 26% 25% 19% 18% 24% 28%

Explored small towns 21% 22% 20% 15% 23% 24% 20%p o ed s a to s

Shopped at an outlet mall 20% 16% 16% 29% 22% 16% 16%

Visited beaches/waterfronts 20% 16% 18% 20% 22% 20% 14%

Shopped at boutiques and specialty stores 19% 15% 18% 24% 20% 18% 14%

Visited historic sites 18% 16% 18% 14% 19% 19% 13%

Shopped at a retail stores 16% 15% 14% 22% 14% 14% 16%

Visited state/national parks 15% 11% 12% 10% 18% 15% 11%

Participated in night life 15% 12% 14% 18% 18% 12% 12%Shopped for items made by local artisans and craftspeople 14% 15% 14% 11% 14% 17% 13%

Gambled 13% 15% 12% 9% 13% 14% 15%

Visited a local farmers market 13% 11% 11% 10% 14% 14% 9%

Participated in sports 12% 10% 11% 12% 12% 12% 9%

Sampled traditional artisan products 11% 10% 10% 7% 16% 9% 11%

11% 11% 9% 10% 11% 10% 9%Took self-guided walking tour 11% 11% 9% 10% 11% 10% 9%

Visited art museums/galleries 9% 5% 7% 14% 12% 7% 5%

•+Cultural and Heritage Travelers Also Engage in Culinary ActivitiesCultural and Heritage Travelers Also Engage in Culinary Activities

Seeking Unique and Memorable Dining Seeking Unique and Memorable Dining

ExperiencesExperiences

Desiring Fine Dining ExperiencesDesiring Fine Dining Experienceses g e g pe e ceses g e g pe e ces

Sampling Gourmet Food and WinesSampling Gourmet Food and Wines

Vi iti Wi iVi iti Wi iVisiting WineriesVisiting Wineries

Touring BreweriesTouring Breweries

Buying Gourmet foods and winesBuying Gourmet foods and wines

Visiting Farmers’ Markets Visiting Farmers’ Markets and taking it homeand taking it homegg gg

Drive Market Travelers are Culinary Tourists

Drive Market TravelersUnique Dining ExperienceVisited a local farmers market Sampled traditional artisan products Attended a food/wine fair or festival

30% 29%

32%

29%

10%

14% 14%

9%

16%

9%11%

%7%

%

5% 6% 5% 4%

G Y G X B Sil tGen Y Gen X Boomers Silent

Canadian shopping travelers are also cultural travelers

%Visiting historic sites 44%

Visiting Parks: National, State, etc. 39%

Visiting art or cultural Museums, Art Exhibits, etc. 28%

Attending Concerts, Theatre, Dance, etc. 33%

Visiting a m se m store 21%Visiting a museum store 21%

Unique dining experience 53%

Group Tour 19%

Visiting zoos, aquariums or science museums 31%Visiting zoos, aquariums or science museums 31%

Visiting amusement parks 33%

Taking seminars or courses 14%

Spa services (i.e. massage, facials, manicure) 17%

Participating in culinary activities (cooking classes, farmers markets, etc.) or attending food festivals 11%

Participating in winery tours, driving a wine trail, tasting locally grown wines or attending wine festivals 11%

Shopping 100%

16

German shopping travelers are also cultural travelers


Visiting Parks: National, State, etc. 69%g



Visiting a museum store 32%


Group Tour 15%

Visiting zoos, aquariums or science museums 45%




Participating in culinary activities (cooking classes, farmers markets, 17%Participating in culinary activities (cooking classes, farmers markets, etc.) or attending food festivals 17%


Shopping 100%

Japanese shopping travelers are also cultural travelers

%

Visiting historic sites 33%

Visiting Parks: National State etc 39%Visiting Parks: National, State, etc. 39%



Visiting a museum store 28%Visiting a museum store 28%


Group Tour 18%

Visiting zoos, aquariums or science museums 24%Visiting zoos, aquariums or science museums 24%



Spa services (i.e. massage, facials, manicure) 17%p ( g , , )

Participating in culinary activities (cooking classes, farmers markets, etc.) or attending food festivals 6%


Shopping 100%

Mexican shopping travelers are also cultural travelers

%

Visiting historic sites 53%

Visiting Parks: National, State, etc. 43%



Visiting a museum store 21%Visiting a museum store 21%


Group Tour 15%





Participating in culinary activities (cooking classes farmers marketsParticipating in culinary activities (cooking classes, farmers markets, etc.) or attending food festivals 8%


Shopping 100%pp g

UK shopping travelers are also cultural travelers


Visiting Parks: National State etc 51%Visiting Parks: National, State, etc. 51%



Visiting a museum store 35%g


Group Tour 17%





P ti i ti i li ti iti ( ki l f k t t )Participating in culinary activities (cooking classes, farmers markets, etc.) or attending food festivals 9%


Shopping 100%

Emerging market travelers are culinary tourists

TotalA

IndiaB

AustraliaC

BrazilD

KoreaE

ChinaVisiting amusement parks 47% 48% 43% 51% 47% 44%

Visiting historic sites 44% 42%(E)

46%(E)

48%(E)

49%(E) 33%g (E) (E) (E) (E)

Visiting Parks : National, State, etc. 42% 39% 42% 39% 39% 52%

(A B C D)Visiting art or cultural Museums, Art Exhibits, etc. 41% 33% 35% 48%

(A B)49%(A B) 41%

Visiting zoos, aquariums or 44% 48%Visiting zoos, aquariums or science museums 38% 31% 44%

(A E)48%

(A D E) 38% 31%

Unique dining experience 38% 47%(B C E)

35%(E) 31% 51%

(B C E) 24%

Attending Concerts, Theatre, Dance, etc. 34% 31% 28% 44%

(A B E)40%

(A B E) 29%

Shopping at an outlet mall 30% 33%(B) 24% 34%

(B) 31% 29%

Shopping at individual retail stores that were not part of a mall

28% 14% 12% 42%(A B)

35%(A B)

38%(A B)

Shopping in a mall 25% 24% 20% 27% 22% 33%Shopping in a mall 25% 24% 20% 27% 22% (A B D)

Visiting a museum store 25% 26% 22% 22% 21% 35%(A B C D)

Spa services (i.e. massage, facials, manicure) 20% 23% 21% 17% 18% 20%

21% 24% 24%Visited or gambled at a casino 19% 21%(D)

24%(C D) 16% 11% 24%

(C D)


TotalA

IndiaB

AustraliaC

BrazilD

KoreaE

ChinaVisiting amusement parks 47% 48% 43% 51% 47% 44%

Visiting historic sites 44% 42%(E)

46%(E)

48%(E)

49%(E) 33%g (E) (E) (E) (E)

Visiting Parks : National, State, etc. 42% 39% 42% 39% 39% 52%

(A B C D)Visiting art or cultural Museums, Art Exhibits, etc. 41% 33% 35% 48%

(A B)49%(A B) 41%

Visiting zoos, aquariums or 44% 48%Visiting zoos, aquariums or science museums 38% 31% 44%

(A E)48%

(A D E) 38% 31%

Unique dining experience 38% 47%(B C E)

35%(E) 31% 51%

(B C E) 24%

Attending Concerts, Theatre, Dance, etc. 34% 31% 28% 44%

(A B E)40%

(A B E) 29%

Shopping at an outlet mall 30% 33%(B) 24% 34%

(B) 31% 29%

Shopping at individual retail stores that were not part of a mall

28% 14% 12% 42%(A B)

35%(A B)

38%(A B)

Shopping in a mall 25% 24% 20% 27% 22% 33%Shopping in a mall 25% 24% 20% 27% 22% (A B D)

Visiting a museum store 25% 26% 22% 22% 21% 35%(A B C D)

Spa services (i.e. massage, facials, manicure) 20% 23% 21% 17% 18% 20%

21% 24% 24%Visited or gambled at a casino 19% 21%(D)

24%(C D) 16% 11% 24%

(C D)


International Emerging Growth Market Travelers

U i Di i E i Wi T d T tiUnique Dining Experience Wine Tours and TastingsOther Culinary Activities

35%31%

47%51%

31%24%

13% 13%7%

11% 12%13%6% 7% 6%

12%

Australia Brazil China India Korea

24Emerging Market Travelers are Culinary tourists

TotalA

IndiaB

AustraliaC

BrazilD

KoreaE

China

Taking seminars or courses 18% 8%(B) 3% 34%

(A B D)14%(A B)

31%(A B D)

17% 21% 17% 18%Attending live sporting events 16% 17%(D)

21%(D)

17%(D) 8% 18%

(D)

Group Tour 14% 18%(B) 4% 13%

(B)15%(B)

18%(B)

Shopping at a museum store 13% 19%(B C D) 9% 12% 9% 17%

(B D)5% 49%Looking at real estate 12% 2% 5%(C) - 3% 49%

(A B C D)Attending a festival (art, crafts, music, wine, food) 11% 12% 7% 10% 18%

(B C E) 8%

Participating in winery tours, driving a wine trail, tasting locally grown 11% 9% 13%

(E) 13% 12% 7%wines or attending wine festivals (E)

Taking a scenic drive 8% 8% 13%(D E)

10%(E) 7% 5%

Participating in culinary activities (cooking classes, farmers markets, etc.) or attending food festivals

8% 6% 8% 6% 10% 11%etc.) or attending food festivals

Participated in volunteer activities 7%12%

(B C D E)

7% 4% 7% 6%

Exploring small towns 6% 5% 9%(A C D) 4% 4% 7%

Visited an historic trail 4% 3% 6% 4% 6% 3%Visited an historic trail 4% 3% 6% 4% 6% 3% Visiting Native American sites 3% 4% 1% 4% 1% 3%

African American Business Travelers are Both Cultural and Culinary Travelers

Activities Total BTRespondents 1018 279Attended a social or family event (e.g. wedding, funeral, graduation, reunion) 73% 77%Took a scenic drive 59% 70%Shopped at an outlet mall 66% 69%Shopped 65% 67%Shopped in a mall 59% 65%Attended a live music performance 50% 64%Participated in night life 53% 63%Participated in night life 53% 63%Experienced local or regional cuisine for a unique and memorable experience (not fine dining) 48% 63%Attended festival (music, art, crafts, food) 51% 62%Went to a fine dining restaurant for a unique and memorable experience 54% 62%Attended the theatre/play/opera (live performance) 42% 57%Attended the theatre/play/opera (live performance) 42% 57%Attended sporting events (professional, minor league, college, recreational leagues, and youth) 40% 53%Gambled 47% 52%Attended a church service 44% 52%Visited beaches/waterfronts 43% 51%Attend local attractions/events at the destination 42% 51%Visited historic sites 35% 48%Looked at real estate 33% 47%Spa services (i.e., massage, facials, manicure) 33% 47%Visited theme or amusement parks 36% 46%Enjoyed theme or specialty dining 33% 45%Enjoyed theme or specialty dining 33% 45%

African American “Curious & Engaged” are Culinary Travelers

Activities Total C&ERespondents 1018 325Attended a social or family event 73% 82%Shopped at an outlet mall 66% 79%Shopped 65% 74%Shopped in a mall 59% 72%Shopped in a mall 59% 72%Took a scenic drive 59% 71%Attended festival (music, art, crafts, food) 51% 69%Went to a fine dining restaurant for a unique and memorable experience 54% 67%Attended a live music performance 50% 67%P ti i t d i i ht lif 53% 65%Participated in night life 53% 65%Experienced local or regional cuisine for a unique and memorable experience 48% 63%Attended the theatre/play/opera (live performance) 42% 58%Gambled 47% 58%Attended a church service 44% 56%Attend local attractions/events at the destination 42% 56%Visited historic sites 35% 54%Participated in an organized tour of local history or culture 34% 53%Attended sporting events 40% 52%Visited history museums/centers 33% 51%Visited history museums/centers 33% 5 %Visited beaches/waterfronts 43% 51%Attended an event that focused on African-American heritage and culture 31% 50%Visited theme or amusement parks 36% 50%Visited a museum that covered African American history, art, culture 30% 50%history, art, culture 30% 50%Visited an art museum 32% 49%Looked at real estate 33% 48%

Curious and Engaged are Also Cultural Travelers

Activities Total C&ERespondents 1018 325Shopped for items made by local artisans and craftspeople 31% 48%Enjoyed theme or specialty dining 33% 47%Visited science museums/centers 30% 46%Visited heritage buildings/historical buildings 31% 46%Visited state/national parks 32% 46%Spa services (i.e., massage, facials, manicure) 33% 45%Visited natural history museums/centers 28% 45%Participated in sports (golf, hiking, biking, birding, boating/sailing, hunting, fishing, snow sports, etc.) 31% 45%Shopped in an airport 32% 44%Visited zoos 30% 43%Shopped in a theme park or other attraction 31% 43%Attended historical re-enactments 32% 43%Attended a professional dance performance (ballet & other forms) 30% 43%Shopped at museum stores 27% 42%Researched family history, our roots 28% 42%Toured wineries or breweries / Tasting locally made wines/brewed beers 28% 42%Went to a spa 28% 41%Personal enrichment (took seminars or courses) 27% 40%Attended shows: boat, car, home, etc. 30% 40%Enjoyed gourmet dining at celebrity chef restaurant 27% 38%Volunteered or participated in community service 26% 38%Visited Native American sites 24% 37%Camped 25% 37%Volunteered with a faith or church based organization 24% 36%gVolunteered with an organization 21% 34%Shopped in a Downtown location 11% 7%

Where is Culinary Tourism Headed

Destinations need to consider culinary tourism as part of a retail strategy

Destinations need to embedDestinations need to embed culinary tourism in a range of activities % motivators

D ti ti d t idDestinations need to consider their “local”

Destinations need to consider healthy choices

Implications – True then, True Now

• Serious culinary travelers are significantly different from other types of travelers, which has implications for any travel provider’s strategy and marketing. Serious culinarytravel provider s strategy and marketing. Serious culinary travelers are more likely to:

• Be upscale in terms of their education and income;• Participate in a wide variety of other trip activities ranging p y p g g

from shopping and spa services, to cultural and heritage-related activities, to outdoor/nature-based experiences;

• Choose a destination to experience local culture and i icuisine;

• Spend more money per trip, especially for food and wine;• Be active information seekers, relying heavily on word-of-

mouth recommendations but also reading food and winemouth recommendations but also reading food and wine magazines and a variety of other print publications such as newspapers and news magazines, as well as using online information resources.

Implications True Then, True Now

These differences suggest that this segment of the market may be responsive to travel packages that focus on the uniqueness of the destination and the local food, wine, and environment. It also suggests that travel providers and destinations should work together to offer “immersion” into the local culture from everything to the hoteltogether to offer immersion into the local culture, from everything to the hotel experience, national/state parks, and local wine and cuisine.

The fact that the serious culinary travelers read highly specialized publications that cater y g y p pto their interests confirms that magazines remain a viable channel for reaching this travel segment. However, in addition, large percentages rely on recommendations from friends and family, as well as online resources, suggesting the need for multi-faceted yet integrated marketing campaigns to reach this market.g g p g

Implications True then True Now

• Partnerships among travel providers to create packages that combine the experiences that are desired among this travel segment could provedesired among this travel segment could prove fruitful. Destinations, hotels, cultural institutions, culinary purveyors, wineries and others may find it beneficial to work together to help extend the culinary travelers’ length of trip, resulting in higher spending by the travel party.

B fili th t l d id tif i th i• By profiling these travelers and identifying their interests, this study should provide travel marketers with the intelligence they need to help better shape their offerings to attract increasing p g gnumbers of culinary travelers, to enhance customer satisfaction, and ultimately to increase their intent to return.

32Implications True Then, True Now

Destinations:

• The data reveal that wine and culinary travelers are very likely to t k l l f d d i b k h t h ith f il dtake local foods and wines back home to share with family and friends.

• This presents a secondary opportunity for destinations to spread the word about their unique offerings. In addition to word-of-mouth, food and wine provide very tangible examples of the unique qualities of the destinationqualities of the destination.

The Value of Research: Identifying Trends

• Dining is fundamental• Culinary is more than

restaurantsrestaurants• Culinary is experiential• Local matters• Integrating dining options• Cooperating across

componentsp

Documents

Targeting the Culinary Traveler - ASTA...Wine Travelers 9% 8 (16.4 million) (15.2 million) Food + Wine Travelers—2.6% (4.3 million) The Culinary Traveler Segments Culinary travelers