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Joel Brown AAA National 1-800-709-8070 or [email protected] Understanding AAA & The AAA Market

Understanding AAA & The AAA Market - nccommerce.com · 2012-03-26 · Understanding AAA & The AAA Market . ... auto travel, travel agency, member communication, ... • World’s

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Joel Brown AAA National 1-800-709-8070 or [email protected]

Understanding AAA & The AAA Market

AAA-CAA: FAST FACTS

• More than 53,000,000 AAA-CAA members

• AAA & CAA are federations of clubs across North America with more than 1,100 offices in the U.S. and Canada.

• AAA National Office serves and represents the interests of all the clubs, and handles all travel publishing, all national marketing, public affairs and public relations activities, national discount & affinity programs, and other national programs and agreements.

• AAA clubs provide all the member direct services of road service, auto travel, travel agency, member communication, insurance, financial services and other programs directly for individual AAA & CAA members.

• 6.5 million new members join AAA each year on average

• AAA maintains a renewal rate of about 90% annually, and has had membership growth every year for the past 20 years

AAA-CAA: REGIONAL CLUBS SERVE MEMBERS

AAA-CAA YESTERDAY TO TODAY • From our beginning in 1902, with just 1,500 charter members, to more than 53 million members today: one of the singe largest membership organizations in the world

• AAA began evaluating hotels, restaurants, and reviewing destinations and attractions, and publishing the results for our members more than 75 years ago.

• • One of the largest travel publishers in the world (print-mobile- electronic-online)

•AAA’s Diamond rating system is the largest hospitality rating system in the world

• Members created more than 25 million TripTiks last year

AAA TRAVEL TO NORTH CAROLINA

• More than 1/3 of total booked room nights in NC are by AAA members • more than 7 million room nights last year measured • 70% of AAA travel to NC is leisure travel

• More than 60% of AAA travel to NC by AAA members is booked directly by the member with the establishments

•AAA’s published products work to enable to DIY travel

• Demographics of AAA Members Traveling to NC •Average Age: 50 (17% 18-34; 26% 35-49; 29% 55-64) •Average Income: $97,445 •Average Trip Size: 2.2 •Top Four Activities: Dining; Touring/Sightseeing; Shopping; Entertainment •Top Ten States of Origin: NC, FL, NY, VA, SC, MD, GA, PA, OH & NJ

• Annual AAA Member Booked Room Nights in Select NC Destinations •Asheville MSA: 419,000 •Charlotte MSA: 1,510,000 •Triad MSA: 782,500 •Triangle: 1,793,000 •Wilmington MSA: 353,000

From DK Shifflet & Associates Ltd. DIRECTIONS Performance/Index Survey 2010

AAA TRAVEL: METHODS OF RESERVATION

REACHING NORTH AMERICA’S LARGEST LEISURE TRAVEL SEGMENT – AAA’S PUBLISHED PRODUCTS

• World’s most used travel tools: online, in print, ebooks, Apps, .mobi & select GPS devices

• The only places to find more than 70,000 AAA Diamond rated lodgings and restaurants, plus thousands of attractions and events, along with detailed destination coverage

• AAA provides travelers unbiased and detailed tour & travel information in every format.

• Get Listed! Highly targeted, allowing you to impact millions of travel plans headed to your region.

REACHING THE AAA TRAVELER • AAA clubs produce member magazines (AAA World, Going Places & GO to name three) going into each member household, and also communicate in a variety of ways with their members

• advertising in the club products target AAA households in specific regions

AAA’s Multi-Media Tools for DIY Leisure Travel & Booking • Print, through the TourBooks

•Highly targeted all-inclusive travelguides

• ebooks, through the eTourBooks for select destinations • NC destinations are Outer Banks, Blue Ridge Parkway, Charlotte & Great Smoky Mtns

• Online, at aaa.com and aaamaps.com • TripTik Travel Planner and the Hotel Search Box

• Mobile, through a variety of Apps for iPhone & Android, and aaa.mobi • AAA Mobile TripTik Travel Planner along with several other applications

• GPS Devices, select Magellan devices & the Hertz NeverLost system

• AAA’s Fuel Sites, online tools to get latest fuel data & trip fuel costs • www.fuelcostcalculator.com and www.fuelgaugereport.com

AAA TOURBOOK IN PRINT TODAY • TourBook in Print: The Most Used Product of all AAA Member Products/Services

• The #2 most used AAA member benefit AAA-CAA member average age of 50+ …still heavy users of print

• Most Distributed Travel Guides in North America

• 35 editorially regional editions covering all of North America, the Caribbean, Bermuda & Mexico • Each has full North American circulation

• Available only upon request to AAA & CAA members

• Complete Trip Planner… pre-trip – while en route - at destination

ETOURBOOKS

smartphones

iPad

Kindle

Reader

nook

• Destination Driven Guides •Blue Ridge Parkway, Great Smoky Mountains, Charlotte & Outer Banks • 100% Plus of Printed Content & Advertising • AAA Member only download at aaa.com/ebooks directly from device • Always Current upon Download

ONLINE TRAVEL RESOURCES FROM AAA-CAA… REACHING BOTH MEMBERS & THE WORLD

Lodging Search

TripTik Travel Planner

• The online travel tools are easily found at aaa.com or caa.ca

• Hotel Search Box on home page, as well as links to travel guides • Easy link to TripTik Travel Planner , also directly accessed at aaamaps.com • The entire AAA travel database at your fingertips, in either destination or map based searching

AAA.COM - LODGING SEARCH & BOOKING

• AAA Hotel Search is powered by a AAA-Travelocity partnered booking engine, a private label site • Not a “merchant model”…AAA rates booked as AAA bookings • Destination search for lodgings in all markets across US, Canada, Mexico and the Caribbean • Directly Linked to AAA-Travelocity Partner Site Listing

AAA.COM – TRIPTIK TRAVEL PLANNER

• TripTik Travel Planner

• Mapping & routing program fully integrated with 100% of AAA travel data

• Users easily search using maps displaying all the AAA approved lodgings, restaurants, attractions, travel offices, events…

• Plus gas stations with real time pricing & more - Trip Advisor Ratings; Traffic; Aerial Views with Satellite imagery

AAA’S MOBILE PRODUCTS

• Mobile Products

• A variety of apps for iPhone & Android, featuring the Mobile TripTik Travel Planner

• Users easily search using maps or their own location for directions or the nearest AAA approved hotel, restaurant, attraction or more

• aaa.mobi for any connected mobile device for simple searches of the AAA travel database by destination on aaa.mobi

Mobile TripTik for iPhone & Android

aaa.Mobi for any connected mobile device – simple search

STEPS FOR CVB/TDA ADVERTISERS: ONLINE PORTION

• Get Listed – no cost for basic editorial listing • Once listed appear on all products

• Enhance Presence & Reach to Members With Variety of Programs Designed Specifically For Lodgings, Attractions & DMOs

Ad Programs Include…

• Lodging & Restaurant AAA Official Appointment Program

• AAA Listed Attraction Program

• Hotel Online Featured Listing Program

• Full Program With Coverage on All Media Types

Joel Brown AAA National [email protected] 1-800-709-8070