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Research on Minnesota's tourism market segments reveals key information on important market segments, trends in travel, changing Minnesota demographics, the state of sustainable practices in tourism businesses, & Minnesota tourism's perspectives on invasive species
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© 2012 Regents of the University of Minnesota. All rights reserved.
Welcome to the New TraditionWhere we are & Where we are heading to
Xinyi (Lisa) Qian, Ph.D.Tourism Specialist, Tourism Center, University of Minnesota
MRCA Fall Conference, Oct 23, 2013
© 2012 Regents of the University of Minnesota. All rights reserved.
OUTLINE An overview Important market segments for Minnesota Three trends in travel The changing demographics The environment
© 2012 Regents of the University of Minnesota. All rights reserved.
24%
19%
18%
16%
16%
6%
Distribution of tourism spending throughout the economy in MN
Food
Lodging
Retail
Recreation
Transportation
Second homes
© 2012 Regents of the University of Minnesota. All rights reserved.
Deman
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ange
Occ
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Reven
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Reven
ue p
er a
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Avera
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Supply
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nge-1.00%
0.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%9.00%
MN lodging industry performance, first half of 2013
the U.S.
West North Central
MN
© 2012 Regents of the University of Minnesota. All rights reserved.
2003 2004 2005 2006 2007 2008 2009 2010 2011 20120
200
400
600
800
1000
1200
Active listings in State Tourism Office Databaseby category
Resort Private campground Public campground
© 2012 Regents of the University of Minnesota. All rights reserved.
2003 2004 2005 2006 2007 2008 2009 2010 2011 201205
101520253035404550
Average Number of Lodging Units
Average # cabins Average # campsites
Average # INDOOR lodging units at resorts
© 2012 Regents of the University of Minnesota. All rights reserved.
IMPORTANT MARKET SEGMENTS for MINNESOTACULTURAL EXPLORERS & SPONTANEOUS ADVENTURERS
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6 TYPES OF VISITORS Sun seekers Guided guys
Spontaneous adventurers Thrifty traditionalists Family folks
Cultural explorers
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WHY? Greatest potential:
– Interest in travel to MN: ≥75%
– Likelihood of travelling to MN: >50%
– Highest average spending on leisure travel in the past twelve months
– Most likely to spend MORE on travel in the following year
© 2012 Regents of the University of Minnesota. All rights reserved.
GENDER
Cultural explorers: 66%
Spontaneous adventurers: 53%
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25%
23%29%
24%
Cultural explorers
25-3435-4445-5455-64
19%
20%
34%
27%
Spontaneous adventurers
25-3435-4445-5455-64
AGE
© 2012 Regents of the University of Minnesota. All rights reserved.
LEVEL OF EDUCATION
Both segments—slightly more likely to:
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HOUSEHOLDCompared to the survey participants as a whole:
Culturalexplorers
IncomeSlightly more likely to have $100K - %149K
Parental statusMuch less likely to have kids under 18
Spontaneous adventurers
Much more likely to have $150K+
Slightly more likely to have kids aged 11-17
© 2012 Regents of the University of Minnesota. All rights reserved.
APPROACHES TO TRAVEL
Cultural explorers Spontaneous adventurers
A perfect vacation: Travelling with my significant other
Consider themselves adventurous when travelling
Vacation as a time to bond as a family
Attracted to historical sites and places
Splurging on travelLooking for quality
© 2012 Regents of the University of Minnesota. All rights reserved.
WHAT THEY LOOK FOR WHEN TRAVEL
Cultural explorers: – Want to be entertained & enriched
Spontaneous adventurers:– Look to engage in a wide range of experiences – Like to take short getaways “spur-of-the-moment”
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IMAGE OF MINNESOTA Cultural explorers: A mix of urban & outdoor settings
Spontaneous adventurers: Varied & activity-focused
Cultural explorers
Spontaneous adventurers
Driving (self driving tour) 46% 45%
Hiking/walking in nature 27% 35%Strolling around/exploring small towns 33% 36%
Visiting historic sites 24% 28%Fishing/ice fishing 10% 20%Camping 6% 22%
© 2012 Regents of the University of Minnesota. All rights reserved.
WHERE RESORT IS IN THE PICTURE “MN offers resorts with a variety of
activities/amenities”
Culturalexplorers
Spontaneous adventurers
Importance ranking 5th / 18 6th / 18
Ranking – % respondents describing MN in this way
15th / 18 11th /18
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WHERE THEY AREIN THE DIGITAL WORLD
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ACTIVITY TIME!
StrengthsInternal,
Have some controlWeaknesses
OpportunitiesExternal,
May be beyond controlThreats
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3 TRENDS IN TRAVELCONNECTIVITY, COMMUNITY, CULTURE
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3 TRENDS: CONNECTIVITY COMMUNITY CULTURE
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3 TRENDS: CONNECTIVITY COMMUNITY CULTURE
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3 TRENDS: CONNECTIVITY COMMUNITY CULTURE
1
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THE CHANGING DEMOGRAPHICSA FUTURE OF GREATER DIVERSITY
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America's Changing Demographic Landscape
© 2012 Regents of the University of Minnesota. All rights reserved.
MINNESOTA
Non-Hispanic White aloneAfrican American
American Indian
9%
65%
108% 113%
13%
97%
Percentage of Growth, 2005-2035
© 2012 Regents of the University of Minnesota. All rights reserved.
Hispanic African American Asian/Hawiian/Pacific Islander
67%
83% 82%
Percentage of each minority population liv-ing in the Twin Cities by 2035
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THE ENVIRONMENTSUSTAINABILITY PRACTICES, INVASIVE SPECIES
© 2012 Regents of the University of Minnesota. All rights reserved.
WHO ANSWERED THE QUESTIONS
63%
32%
5%
Property types
ResortRsort with campgroundCampground
64.5% open seasonally
3%26%
20%9%
4%
2%
36%
Size of property (acres)Less than 1 1 to 5 6 to 10
11 to 15 16 to 20 21 to 25
25+
© 2012 Regents of the University of Minnesota. All rights reserved.
SUSTAINABILITY PRACTICES (1)No attempt? Under consideration?
Just beginning? Completed or ongoing? Our property offers a linen reuse option to multiple guest
rooms. We install water conserving fixtures such as low-flow
showerheads, toilet-tank fill diverters, ands ink aerators. Our housekeeping and engineering departments have
an active system to detect and repair leaking toilets, faucets and showerheads.
Refillable amenity dispensers are used rather than individual bottles for bathroom amenities.
© 2012 Regents of the University of Minnesota. All rights reserved.
SUSTAINABILITY PRACTICES (2)No attempt? Under consideration?
Just beginning? Completed or ongoing? Whenever possible, we buy guest amenities in bulk. Bicycles are available for use or for rental. The water-using appliances and equipment, such as ice
machines, washing machines, etc. are on a preventative maintenance schedule to ensure maximum efficiency.
We use guest room energy management systems that allow a guest to easily turn off all unnecessary electronics when leaving the room (e.g., single-point key card systems).
© 2012 Regents of the University of Minnesota. All rights reserved.
Use guest room energy management systems
Bicycles available for use/rental
Refillable amenity dispensers are used
Water-use appliances on a preventative maintenance schedule
Install water conserving fixtures
Offer linen reuse option
Have an active system to detect and repair leaking toilets, etc.
Buy guest amenities in bulk
0% 20% 40% 60% 80% 100%
15.30%
37.30%
62.10%
71.20%
79.30%
80.30%
89.00%
90.00%
State of sustainability practices in MN lodging sector, 2013
No attempt
Under considera-tion
Just beginning
Completed/ Ongoing
© 2012 Regents of the University of Minnesota. All rights reserved.
AQUATIC INVASIVE SPECIES (1)Disagree or Strongly disagree?
Neutral?
Agree or Strongly agree?
Aquatic invasive species are harmful to Minnesota’s environment.
Aquatic invasive species are harmful to Minnesota’s economy.
Aquatic invasive species are harmful to Minnesota’s society.
Talking to other people about the threats of Aquatic invasive species in Minnesota will help control the invasive population from spreading.
© 2012 Regents of the University of Minnesota. All rights reserved.
AQUATIC INVASIVE SPECIES (2)Disagree or Strongly disagree?
Neutral?
Agree or Strongly agree?
Reporting aquatic invasive species to the Minnesota Department of Natural Resources will help control the invasive population.
Cleaning equipment will help control aquatic invasive species.
Not displacing aquatic invasive species will help control the invasive population.
Killing aquatic invasive species on my property will help control the invasive population.
© 2012 Regents of the University of Minnesota. All rights reserved.
INVASIVE SPECIES – AQUATIC & PLANTAquatic invasive species
Harmful to the environment 96.7%
Harmful to the economy 94.6%
Harmful to the society 78.3%
Cleaning equipment will help control them 92.4%
Killing them on my own property will help control them
84.3%
Reporting them will help control them 83.7%
Talking to other people about them will help control them
85.7%
Not displacing them (aquatic)/not collecting and planting them (plants) will help control them
69%
Invasive plant
species
92.4%
84.6%
71.7%
87%
87%
79.1%
71.1%
83.7%
© 2012 Regents of the University of Minnesota. All rights reserved.
Volunteering to help maintain parks and trails will help control them
Planting and maintaining native plants will help control them
Encouraging nurseries to avoid themwill help control them
0% 50% 100%
58.7
68.5
81.5
Additional statements about invasive plants
Strongly disagree/DisagreeNeutralAgree/Strongly agree
© 2012 Regents of the University of Minnesota. All rights reserved.
RESOURCES:
Tourism Center &
Our colleagues
© 2012 Regents of the University of Minnesota. All rights reserved.
Find us on Twitter-LinkedIn-FacebookXinyi (Lisa) Qian, Ph.D., Tourism [email protected]; [email protected]
A collaboration of the College of Food, Agricultural & Natural Resource Sciences & Extension