How Fiji Finds Happiness - Who’s Travelling, Why & What They Want

How Fiji Finds HappinessWho’s Travelling, Why & What They Want

Tourism Fiji2014 North America Marketing ForumOctober 7, 2014 | Redondo Beach, California

Image Credit: Bradley Davis | flickr (cc)

Session Overview(Sipping from the travel data fire hose)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 1

Image Credit: Tim O'Shea | flickr (cc)

• US Economic Environment

• US Outbound Travel Market

• The Affluent US Consumer

• Affluent US Travelers

• The Seven Step Travel Process

• Video Implications

• Mobile Implications

• What’s Next

Economic Environment


Image Credit: 401(K) 2012 | flickr (cc)

Global Economic Outlook – Mixed(2015 strong, but will it be adjusted?)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 3Source: World Economic Update, International Monetary Fund – Jul 2014Image Credit: Derek Keats | flickr (cc)

• GDP Growth Rate– US Slow Growth– Political Games– Turnaround?

• Good News– Economic Indicators Signal Global Recovery

• Moderating Commodity Prices• Long Term Interest Rates Remain Low

• Bad News– Geopolitical Turmoil

• Middle East / Ukraine / Ebola Virus• Long Term Interest Rate / Monetary Policy Concerns

Year GlobalAdvanced Economies US Canada

2012 3.5% 1.4% 2.8% 1.7%

2013 3.2% 1.3% 1.9% 2.0%

2014 3.4% 1.8% 1.7% 2.2%

2015 4.0% 2.4% 3.0% 2.4%

US Economy - Debt Ratios Improving(But still a long way to go)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 4Source: World Economic Outlook, International Monetary Fund – Apr 2014Image Credit: kyle post | flickr (cc)

US Economy – Lower Unemployment(Due to shrinking of the labor force …)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 5Source: World Economic Outlook, International Monetary Fund – Apr 2014 Image Credit: Christian Haugen | flickr (cc)

US Economy – Fiscal Policy(Interest rates being kept artificially low)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 6Source: World Economic Outlook, International Monetary Fund – Apr 2014Image Credit: Tomoaki INABA | flickr (cc)

US Economy – Consumer Confidence OK(Not great / not awful – but delicate)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 7Source: TradingEconomics.com Thomson/Reuters & University of Michigan – Oct 2014Image Credit: Timothy Kraft | flickr (cc)

US Outbound Travel Market


Image Credit: torbakhopper HE DEAD | flickr (cc)

US Outbound Travel Trend(Recovering, but not fully recovered)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 9Source: 2013 United States Resident Travel Abroad, US Dept. of Commerce – July 2014Image Credit: Jo Munday | flickr (cc)

US International Travel Growing(Oceania Growing faster than Overseas)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 10Source: U.S. Citizen Traffic to Overseas Regions, US Office of Travel & Tourism Industries – Aug 2014Image Credit: miguel sanchez | flickr (cc)

Jan-May 2014

Region Year over Year % Change % Share of Travelers

Overseas

Europe 5.0% 16.0%

Caribbean 9.0% 11.9%

Asia 3.2% 7.3%

South America -0.1% 2.7%

Central America 10.7% 4.5%

Oceania 7.4% 1.0%

Middle East 11.6% 2.8%

Africa -1.9% 0.5%

Total Overseas 6.3% 46.7%

North America 14.6% 53.3%

Mexico

Total 20.4% 40.0%

Air 14.0%

Canada

Total 0.2% 13.2%

Air 5.7%

Grand Total 10.6% 100.0%

US Outbound Traveler Statistics(More vacation, earlier plans, longer stay)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 11Source: 2013 Market Profile: U.S. Outbound, US Dept. of Commerce – July 2014Image Credit: maticulous | flickr (cc)

Main Purpose of Trip 2013 2012 ChangeVacation/Holiday 50.0% 47.3% 2.7 ptsVisit Friends/Relatives 26.9% 28.7% 1.8 pts Business 11.1% 12.2% 1.1 ptsEducation 4.8% 4.7% 0.1 pts

Other Characteristics 2013 2012 ChangeAdvance Trip Decision (Days) 98.3 96.2 2.1First International Trip 7.1% 6.2% 0.9 ptsStay in Lodging 63.5% 62.4% 1.1 ptsAvg. Nights in Lodging 10.4 9.8 0.6

US Travelers - Expect More 2014 Leisure Trips(Improved expectations grow with income)

Compared With Previous Year

$50K to $124K

$125K to $249K

Over $250K

More Trips 17% 19% 28%The Same Number 64% 67% 60%Fewer Trips 17% 13% 10%No Travel Plans 2% 1% 2%Willing to PayPremium for Quality 51% 49% 60%

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 12Source: Portrait of the American Traveler, MMGY - 2013Image Credit: Tim O'Shea | flickr (cc)

Emerging US Travel Topics & Trends(Hot topics for travelers and media)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 13Source: Smarter Travel – Jun 2014Image Credit: Jennifer | flickr (cc)

• Peer to Peer Travel• Experiential Travel• Connectivity While Traveling• Wellness Travel• Hotel Innovations• Expedited Security/Immigration• Pet Friendly Hotels• Sneaky Fees• Mobile Apps• Identity Security

The Affluent US Consumer


Image Credit: Ted Eytan | flickr (cc)

Characteristics of US Affluent Individuals (Dramatic differences between groups)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 15Source: Ipsos Affluent Survey USA, Ipsos MediaCT – Sep 2013Image Credit: Cherrie Mio Rhodes | flickr (cc)

Tier Affluent Ultra Affluent WealthyThreshold (HHI) $100K+ $250K+ $500K+Population 62.5 Million 8.5 Million 1.8 Million % of US Population 26.3% 3.6% 0.8%Households 26 Million 3.5 Million 0.8 Million % of US Households 21.2% 2.9% 0.6%Mean Household Income $200,000 $534,000 $1,300,000 Mean Liquid Assets $551,000 $1,318,000 $2,681,000 Mean Net Worth $1,000,000 $2,100,000 $3,800,000

Number of Affluent US Households –(Forecast to Grow 80% from 2013 - 2020)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 16Source: Deloitte & Oxford EconomicsImage Credit: YXO | flickr (cc)

Household Net Worth 2020 2013 Growth

$1 to $5 Million 15,748 7,753 103%

$5 to $30 Million 4,183 2,292 83%

Over $30 Million 620 496 25%Total US Affluent Households 22,571 12,554 80%

US Affluent Spending Distribution/Impact(1/5 of families = 1/2 of travel spending)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 17Source: 2014 Affluent Outlook, Ipsos MediaCT – Apr 2014Image Credit: YXO | flickr (cc)

Geographic Diversity of US Affluence(West and Northeast most affluent)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 18Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: Frontierofficial | flickr (cc)

Region West Midwest Northeast South% of Affluent Population 26% 21% 22% 32%Affluent Index Score 110 97 120 85Wealthy Index Score 117 97 130 76

US Affluent Cultural Diversity(1/5 wealthy don’t speak English at home)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 19Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: Jo Munday | flickr (cc)

Heritage Affluent WealthyGeneral

PopulationWhite 84% 83% 79%Black/African American 6% 5% 12%Asian 8% 10% 5%Other/Multiple 2% 2% 3%Hispanic Descent 8% 8% 15%

Additional Characteristics Affluent Wealthy

Non-English at Home 17% 21%Born Outside US 11% 15%LGBT Community 4% 6%

US Affluent Schooling/Marriage Diversity(Wealthy tend to be married post-grads)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 20Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: Jessica Gardner | flickr (cc)

Education / Relationship Affluent WealthyGeneral

PopulationCollege Degree 68% 76% 38%Postgraduate Degree 31% 43% 10%Married 71% 75% 53%

US Affluent Social Networking Usage(Facebook & YouTube preferred sites)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 21Source: 2014 Affluent Outlook, Ipsos MediaCT – Apr 2014Image Credit: Mathew Packer | flickr (cc)

US Affluent Magazine Readership(Greater the wealth, greater the reading)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 22Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: Jo Munday | flickr (cc)

Media Consumption AffluentUltra

Affluent Wealthy% Reading Magazines 78% 84% 85%Mean # Magazine Titles 7.0 8.2 9.4Mean # Magazine Issues 15.5 19.1 22.7

US Affluent Sentiment Trends for “Luxury”(Like quality/design over status/pretense)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 23Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: kyle post | flickr (cc)

US Affluent Attitudes Toward Shopping(Wealthy seek value & do their research)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 24Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: melenama | flickr (cc)

Sentiment Share %“Good value for the money is more important than price” 74%“I tend to spend time researching products and services before purchasing” 65%“Sometimes I treat myself to something, even though I don't need it” 66%“I usually buy brand-name packaged goods instead of generic or store brands” 34%“I seek out products or experiences that are truly exclusive” 16%

Affluent US Travelers


Image Credit: Jenny Mealing | flickr (cc)

Affluent Travelers Take Longer Vacations(Total vacation days > 4x average)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 26The Resonance Repot - U.S. Affluent Travel and Leisure, Resonance Consultancy – 2013Image Credit: Yuko Hara | flickr (cc)

• Typical US Traveler Vacation Duration

– 1975 – 7 Days

– 1985 – 5.4 Days

– 2010 – 3.8 Days

• Affluent US Travelers

– Three 5.9 Day Vacation Trips Annually

– Totaling 18 Days of Vacation Traveling

US Affluent Travel Impact & Interest(More wealth = more interest in travel)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 27Sources: The State of the Affluent, CEG/WealthEngine – 2014 & 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014 &The Resonance Report - U.S. Affluent Travel and Leisure, Resonance Consultancy – 2013 | Image Credit: Simon Clancy | flickr (cc)

Available Investment Capital% Interested

in TravelAffluent ($1 - $5 Million) 58.2%Super Affluent ($5 - $25 Million) 62.7%Ultra Affluent (Over $25 Million) 66.7%

Affluent Travelers ($100,000+ HHI) % Share

Took a Personal Trip 82%

Traveled Internationally 31%

Share of Total Air Travel Spending ($150K+ HHI) 29%

Share of Total Lodging Spending ($150K+ HHI) 29%

US Affluent Attitudes Toward Travel(Affluent travel experiences start online)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 28The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos MediaCT - Jan 2014Image Credit: Thomas Ballandras | flickr (cc)

Sentiment Share %“I generally begin researching online before I decide where or how I want to travel” 70%“Search engines will be my go-to sources for travel ideas and information” 59%“I plan to spend more time shopping around/researching before booking travel because finding value for my money is important to me” 52%

US Affluent Traveler Generational Diversity(Wealthy/Gen X spend more time online)

Affluent Population Mix %Millennials (18-32) 22%Gen Xers (33-49) 33%Boomers (50-68) 38%Seniors (69+) 7%US Average Age 46.7Affluent Avg Age 46.1

Internet Hrs/Wk HoursMillennials (18-32) 46.5 Gen Xers (33-49) 47.6 Boomers (50-68) 39.5 Seniors (69+) 26.0 All Affluents 42.9 Wealthy ($500K+) 55.3

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 29Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: Sean McDermott | flickr (cc)

Seven Step Travel Process


PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)

Source: RockCheetah LLCImage Credit: | flickr (cc)

UK Travelers – Total Online Travel Activity(Hard work Inspiration – Booking phases)

• Average Traveler Buying Online:

– Visit 32.5 Sites over 16.7 Sessions

– Spending 129 minutes over 13.8 days

– Across a 73-day period

• Average Traveler Buying Offline:

– Visit 22.5 Sites over 11.9 Sessions

– Spending 94 minutes over 10.1 days

– Across a 66-day period

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 31Source: “Deep dive into travel research activity by online and offline bookers “ Tnooz/Google Proprietary Research Oct 2013Image Credit: miguel sanchez | flickr (cc)



PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)


Motivational Factors Influencing Global Travel(“Why” drives “what” “where” “when” “how”)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 33Source: TripBarometer, TripAdvisor – Sep 2014Image Credit: Jez Arnold | flickr (cc)

Desirable Luxuries Trips for US Affluent Travelers (cool places w/favorite people)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 34The Resonance Report - U.S. Affluent Travel and Leisure, Resonance Consultancy – 2013Image Credit: Kay Adams | flickr (cc)

Type of Trip 2012 2008Exotic Vacation 46% 43%Family Vacation 57% 31%Once in a Lifetime Activity 32% 26%Romantic Vacation 29% 19%Friends Vacation 35% 15%

US Affluent Traveler Inspiration Sources(Seeking experience/expertise of others)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 35Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Steve L. Martin | flickr (cc)

Sources Considered Extremelyor Very Important % Share

Internet 76%Family, friends or colleagues 75%Travel agents 72%800 or toll-free number 68%Travel groups 65%Books 58%Informational brochures 51%Radio 47%Magazines/Newspapers 45%TV 39%



PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)


US Affluent Traveler Research Sources(Internet by far the most popular)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 37Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: melenama | flickr (cc)

Sources % ShareInternet 87%Family, friends or colleagues 48%Magazines/Newspapers 28%Books 25%Informational brochures 24%Travel agents 17%TV 13%800 or toll-free number 10%Travel groups 7%Radio 4%

US Leisure Traveler Search Terms(Destinations at beginning of process)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 38Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Ben 'Jimmy' Angel | flickr (cc)

Google US Travel Category Searches(Destinations dominate video search)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 39Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Derek Keats | flickr (cc)

Affluent US Traveler Destination Selection (Price still an important consideration)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 40Source: The Resonance Repot - U.S. Affluent Travel and Leisure, Resonance Consultancy – 2013Image Credit: RodBland | flickr (cc)

Destination Selection Factor Share %Climate/Weather 59%Cost 53%Scenery/Nature 47%Proximity to Beach/Water 47%Safety 40%Dining/Nightlife 40%

How US Affluent Travelers Prioritize Travel Destinations (It’s all about them)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 41Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: kyle post | flickr (cc)

Online Activity % Share

Activities specific to my interests 79%Price 71%Past experience with destination (previously visited) 63%Variety of activities 63%New experiences/foods/etc. to try 61%Specific accommodation options available 60%Able to relate to the destination on a personal level 57%Recommendation from friend, family member or colleague 51%Online reviews of destinations 50%Promotion 48%



PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)


Travel Websites Used by US Affluent Travelers (Suppliers sites for planning)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 43Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Rupert Taylor-Price | flickr (cc)

Type of Travel Website % ShareAirline sites 78%Hotel sites 77%Search engines 66%Travel review sites 61%Online travel agency 52%Car rental sites 51%Map sites 46%Travel search sites 46%Destination-specific sites 38%Daily deal sites 19%

US Leisure Traveler Lodging Priorities (Price, location & past experience rule)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 44Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: miguel sanchez | flickr (cc)

Influencing Factor Share %Price 88%Most Convenient Location 69%Past Experience with Lodging Establishment 67%Free In-room Wi-Fi 62%In-room Services Offered 60%Cancellation Policy / Ability to Change 52%Promotions 52%Other Reviews of Lodging Establishments 49%Specific Accommodation Options Available 47%Hotel Website (Accessed by Computer) 46%

Websites Used for Leisure Hotel Shopping(OTAs & meta-search dominate brands)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 45Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Erin Khoo | flickr (cc)

Websites Share %Expedia 41%Google 35%Hotels.com 35%Travelocity 32%Priceline 31%Hotwire 23%Orbitz 22%Kayak 21%Brand Website 21%TripAdvisor 18%Booking.com 9%



PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)


US Affluent Online Travel Activities(Reviews Play Very Important Role)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 47Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Derek Keats | flickr (cc)

Online Activity % Share

Researched an upcoming trip 80%

Read reviews from other travelers 67%

Researched destination, flight, hotel or vacation after seeing online ad 56%

Brainstormed or started thinking about a trip 55%

Requested more information related to an upcoming trip 41%

Read a travel-related blog 35%

Looked at travel content or reviews shared/posted by friends or family 33%

Watched a travel video 30%

Posted reviews of places I have been 27%

Commented on a travel review 14%



PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)


US Affluent Booking Methods by Age(<55 - OTA | Older brand/phone/agent)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 49Source: The Resonance Report - U.S. Affluent Travel and Leisure, Resonance Consultancy - 2013Image Credit: Bell and Jeff | flickr (cc)

How US Affluent Travelers Utilize OTAs(Generally lower in the funnel)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 50Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Magnus Buseth | flickr (cc)

Planning Stage When OTA Website Visited % ShareConsidering a few destinations 50%Know exactly where they are going 46%Are considering many destinations 4%

Reasons US Travelers Book with OTA(Better prices and good past experiences)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 51Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Jo Munday | flickr (cc)

Reason for Booking with OTA Share %Booked with OTA (Net) 94%Lower Prices / Better Deals 76%Positive Past Experience / Site Recommendation 56%It's a Name I've Heard Of 39%Better Tools and Options on the Site 32%Has Loyalty / Rewards Program 25%It Came Up at Top of Search Engine Results 17%Other 1%

US Traveler - Booking Channel Perception(OTAs believed better price/convenience)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 52Source: Portrait of the American Traveler, MMGY - 2013Image Credit: kyle post | flickr (cc)

Booking MethodBest Price

Most Convenient

OTA Website 48% 45%Supplier Website 38% 41%Supplier Phone 10% 9%Travel Agent 4% 5%



PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)


US Affluent Travelers – Class of Service(More affluent travelers flying coach)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 54Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Frontierofficial | flickr (cc)

Affluent Traveler Look Online for Activities (Different types of websites used)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 55Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Jenny Mealing | flickr (cc)

Type of Source % Share

Online sources for ancillary information 68%Concierge/Staff at my accommodations 57%Website/App for the destination where I am staying 52%Walking around the destination or my accommodations 47%Brochures/Books in my room/house 39%Website/App for the accommodations where I am staying 35%Other travel websites/apps 35%Other people on my trip 25%Others staying at my accommodations 15%TV in my room/house 14%



PLANNING(How)

VALIDATION(Who)

BOOKING(When)

TRAVEL(What)

SHARING(Wow)

RESEARCH(Where)

INSPIRATION(Why)


Others Solicit Opinions of US Affluents(Sharing advice = free referrals)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 57Source: 2014 Affluent Outlook, Ipsos MediaCT – Sep 2014Image Credit: Frontierofficial | flickr (cc)

Issue Share %Health Issues 29%Where to Vacation 27%Significant Purchase 25%Decorating/Remodeling 23%Buying Technology 20%Entertainment/Leisure 19%Financial Issues 18%Vehicle Acquisition 17%Fashion 16%

Sharing Completes Cycle –> Inspiration(Images for this presentation – all flickr)


Image Credit: Screen Shot | flickr (cc)

Video Drives Inspiration


Image Credit: Paul Townsend | flickr (cc)

Categories of YouTube Travel Videos(Destinations largest & growing fast)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 60Source: TravelContent Takes Off on YouTube, Google Thinkinsights - Aug 2014Image Credit: Richard Gifford | flickr (cc)

Video Category % ViewsYoY

GrowthTourist Destinations & Attractions 40% 179%Airlines 20% 172%Hotels, Resorts & Accommodations 14% 232%OTA / Packages 5% 176%Cruises & Charters 5% 262%Other 17% -2%

When US Affluent Travelers View Videos(Videos assist destination selection)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 61Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Jennifer | flickr (cc)

Step in the Travel Process % ShareWhen thinking about taking a trip 60%When choosing a destination 64%When looking for ideas of things to do at a particular destination 67%When deciding on accommodations 62%When deciding which website to book on 22%

Videos Affluent US Travelers Watch(Prefer reviews from experts over peers)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 62Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Thomas Ballandras | flickr (cc)

Type of Video % ShareVideos from hotels, airlines, cruises, tours, etc. 70%Trip reviews from experts 65%Videos from travel-related channels 56%Trip reviews from people like me 53%Videos made by people like me 36%Commercials/Ads from companies/brands 34%Videos by friends and family 25%

Video Influences Affluent US Travelers(Video best at helping pick destination)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 63Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos - Jan 2014Image Credit: Michelle| flickr (cc)

Result of Viewing Video % ShareTook some kind of action after viewing (Net) 90%“Influenced where I have decided to travel” 62%“Inspired me to think about planning a vacation” 46%“Prompted me to visit the website of the advertiser” 44%“Introduced me to travel brand/company I wasn't aware of” 41%“Encouraged me to consider the brand that was being advertised” 39%“Prompted me to contact the advertiser” 19%

Mobile & Cross-Device Experiences


Image Credit: Richard Giles | flickr (cc)

Device Usage by Affluent US Travelers(Smartphones used in all phases of travel)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 65The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos MediaCT - Jan 2014Image Credit: kyle post | flickr (cc)

US Leisure Traveler Smartphone Usage(“Snacking” for travel inspiration & info)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 66Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Bruce Tuten | flickr (cc)

Travel-related Smartphone Usage Share %In spare moments, waiting, commuting, etc. 69%While doing other activities, watching TV, eating, etc. 56%By doing quick searches on search engines 54%By visiting social networking sites 47%By visiting travel-related websites for quick visits 33%Before looking for travel ideas on computer/tablet 30%Affluent Travelers, usage in spare moments 77%

US Leisure Traveler Smartphone Usage (95% book on computer, 55% use device)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 67Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: kyle post | flickr (cc)

Booking Method Following Smartphone Usage Share %Online: Computer 95%Online: Smartphone 31%Online: Tablet 8%Phone: Smartphone 23%Phone: Other Phone 5%In Person 8%Continues to Book Using Smartphone (Cumulative) 55%

Methods of Moving Between Devices(When travel planning gets interrupted)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 68Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Thomas Huxley | flickr (cc)

Method Employed Share %Conduct Search on Other Device 43%Directly Navigate to the Destination Site 34%Send Email/Link to Myself 31%Save Bookmarks, Shopping Cart or Favorites 18%Sync to Online Service (Dropbox, etc.) 4%Other 10%

After Poor Quality Mobile Experiences(Bad mobile experience hurts brand)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 69Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Jared Wiltshire | flickr (cc)

Next Step Following Poor Mobile Experience Share %Have had a poor mobile travel experience (Net) 84%Pushed through using a non-optimized mobile site 29%Connected with brand a different way (Net) 68%Accessed same site on computer or tablet 51%Looked to see if there was an app available 27%Called the site/company 17%Negative impact on brand (Net) 40%Used competitor's site 20%Complain on social media 13%Stop using brand altogether 13%Tell friends/family 19%

What’s Next(Travel gets personal)

Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 70Source: The 2014 Traveler's Road to Decision, Google/Ipsos MediaCT – Sep 2014Image Credit: Frontierofficial | flickr (cc)

• Personalization is the Future

– Customization

• Changing User Experience Based on Explicit Signals

– Personalization

• Changing User Experience Based on Actions of Others

• People Vote With Their Actions

– Need Robust Analytics to:

• Track Campaign Performance

• Identify Signals

• Test Alternatives

How Fiji Finds HappinessWho’s Travelling, Why & What They Want

The Secret to Fiji Finding Happiness?

Understand the Motivation & Priorities of Affluent North American Travelers and Engage Them

Then, Provide Unique, Personalized Experiences

Robert Cole

phone: +1.262.309.9560

social media: @robertkcole

email: [email protected]


Image Credit: Edward Koren | The New YorkerImage Credit: Bradley Davis | flickr (cc)