The economic trends supporting the affluent US international traveler provide an excellent marketing opportunity for unique, exotic destinations like Fiji. Presentation by Robert Cole of RockCheetah for the Tourism Fiji 2014 North American Marketing Conference held at the Portofino Hotel and Marina in Redondo Beach, California on Tuesday, October 7, 2014.

1. How Fiji Finds HappinessWho’s Travelling, Why & What They Want
Tourism Fiji
2014 North America Marketing Forum
October 7, 2014 | Redondo Beach, CaliforniaImage Credit: Bradley Davis | flickr(cc)

2. 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

3. Economic Environment
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 2
Image Credit: 401(K) 2012 | flickr(cc)

4. Global Economic Outlook –Mixed(2015 strong, but will it be adjusted?)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 3
Source: 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
Global
Advanced 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%

5. 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 | 4
Source: World Economic Outlook, International Monetary Fund –Apr 2014Image Credit: kyle post | flickr(cc)

6. US Economy –Lower Unemployment(Due to shrinking of the labor force …)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 5
Source: World Economic Outlook, International Monetary Fund –Apr 2014 Image Credit: Christian Haugen | flickr(cc)

7. US Economy –Fiscal Policy(Interest rates being kept artificially low)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 6
Source: World Economic Outlook, International Monetary Fund –Apr 2014Image Credit: TomoakiINABA| flickr(cc)

8. US Economy –Consumer ConfidenceOK(Not great / not awful –but delicate)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 7
Source: TradingEconomics.com Thomson/Reuters & University of Michigan –Oct 2014Image Credit: Timothy Kraft | flickr(cc)

9. US Outbound Travel Market
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 8
Image Credit: torbakhopperHE DEAD | flickr(cc)

10. US Outbound Travel Trend(Recovering, but not fully recovered)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 9
Source: 2013 United States Resident Travel Abroad, US Dept. of Commerce –July 2014Image Credit: Jo Munday| flickr(cc)

11. US International Travel Growing(Oceania Growing faster than Overseas)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 10
Source: 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%

12. US Outbound Traveler Statistics(More vacation, earlier plans, longer stay)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 11
Source: 2013 Market Profile: U.S. Outbound, US Dept. of Commerce –July 2014Image Credit: maticulous| flickr(cc)
Main Purpose of Trip
2013
2012
Change
Vacation/Holiday
50.0%
47.3%
2.7 pts
Visit Friends/Relatives
26.9%
28.7%
1.8 pts
Business
11.1%
12.2%
1.1 pts
Education
4.8%
4.7%
0.1 pts
Other Characteristics
2013
2012
Change
Advance Trip Decision (Days)
98.3
96.2
2.1
First International Trip
7.1%
6.2%
0.9 pts
Stay in Lodging
63.5%
62.4%
1.1 pts
Avg. Nights in Lodging
10.4
9.8
0.6

13. 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 Pay
Premium for Quality
51%
49%
60%
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 12
Source: Portrait of the American Traveler, MMGY-2013Image Credit: Tim O'Shea | flickr(cc)

14. Emerging US Travel Topics & Trends(Hot topics for travelers and media)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 13
Source: 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

15. The Affluent US Consumer
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 14
Image Credit: Ted Eytan| flickr(cc)

16. Characteristics of US Affluent Individuals (Dramatic differences between groups)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 15
Source: IpsosAffluent Survey USA, IpsosMediaCT–Sep 2013Image Credit: Cherrie Mio Rhodes | flickr(cc)
Tier
Affluent
Ultra Affluent
Wealthy
Threshold (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

17. 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 | 16
Source: 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%

18. 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 | 17
Source: 2014 Affluent Outlook, IpsosMediaCT–Apr 2014Image Credit: YXO| flickr(cc)

19. Geographic Diversity of US Affluence(West and Northeast most affluent)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 18
Source: 2014 Affluent Outlook, IpsosMediaCT–Sep 2014Image Credit: Frontierofficial| flickr(cc)
Region
West
Midwest
Northeast
South
% of Affluent Population
26%
21%
22%
32%
Affluent Index Score
110
97
120
85
Wealthy Index Score
117
97
130
76

20. 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 | 19
Source: 2014 Affluent Outlook, IpsosMediaCT–Sep 2014Image Credit: Jo Munday| flickr(cc)
Heritage
Affluent
Wealthy
General Population
White
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%

21. 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 | 20
Source: 2014 Affluent Outlook, IpsosMediaCT–Sep 2014Image Credit: Jessica Gardner | flickr(cc)
Education / Relationship
Affluent
Wealthy
General Population
College Degree
68%
76%
38%
Postgraduate Degree
31%
43%
10%
Married
71%
75%
53%

22. US Affluent Social Networking Usage(Facebook & YouTube preferred sites)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 21
Source: 2014 Affluent Outlook, IpsosMediaCT–Apr 2014Image Credit: Mathew Packer | flickr(cc)

23. US Affluent Magazine Readership(Greater the wealth, greater the reading)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 22
Source: 2014 Affluent Outlook, IpsosMediaCT–Sep 2014Image Credit: Jo Munday| flickr(cc)
Media Consumption
Affluent
Ultra Affluent
Wealthy
% Reading Magazines
78%
84%
85%
Mean # Magazine Titles
7.0
8.2
9.4
Mean # Magazine Issues
15.5
19.1
22.7

24. 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 | 23
Source: 2014 Affluent Outlook, IpsosMediaCT–Sep 2014Image Credit: kylepost | flickr(cc)

25. US Affluent Attitudes Toward Shopping(Wealthy seek value & do their research)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 24
Source: 2014 Affluent Outlook, IpsosMediaCT–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%

26. Affluent US Travelers
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 25
Image Credit: Jenny Mealing| flickr(cc)

27. Affluent Travelers Take Longer Vacations(Total vacation days > 4x average)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 26
The 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

28. US Affluent Travel Impact & Interest(More wealth = more interest in travel)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 27
Sources: The State of the Affluent, CEG/WealthEngine–2014 & 2014 Affluent Outlook, IpsosMediaCT–Sep 2014 &The Resonance Report -U.S. Affluent Travel and Leisure, Resonance Consultancy –2013 | Image Credit: Simon Clancy | flickr(cc)
AvailableInvestment Capital
% Interested in Travel
Affluent ($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%

29. US Affluent Attitudes Toward Travel(Affluent travel experiences start online)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 28
The 2013 Traveler's Road to Decision: Affluent Insights, Google/IpsosMediaCT-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%

30. 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
46.7
Affluent AvgAge
46.1
Internet Hrs/Wk
Hours
Millennials (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 | 29
Source: 2014 Affluent Outlook, IpsosMediaCT–Sep 2014Image Credit: Sean McDermott | flickr(cc)

31. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 30
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

32. 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 | 31
Source: “Deep dive into travel research activity by online and offline bookers “ Tnooz/Google Proprietary Research Oct 2013Image Credit: miguel sanchez| flickr(cc)

33. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 32
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

34. Motivational Factors Influencing Global Travel(“Why” drives “what” “where” “when” “how”)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 33
Source: TripBarometer, TripAdvisor –Sep 2014Image Credit: JezArnold | flickr(cc)

35. 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 | 34
The Resonance Report -U.S. Affluent Travel and Leisure, Resonance Consultancy –2013Image Credit: Kay Adams | flickr(cc)
Type of Trip
2012
2008
Exotic Vacation
46%
43%
Family Vacation
57%
31%
Once in a Lifetime Activity
32%
26%
Romantic Vacation
29%
19%
Friends Vacation
35%
15%

36. US Affluent Traveler Inspiration Sources(Seeking experience/expertise of others)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 35
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: Steve L. Martin | flickr(cc)
Sources ConsideredExtremely
or 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%

37. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 36
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

38. US Affluent Traveler Research Sources(Internet by far the most popular)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 37
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: melenama| flickr(cc)
Sources
% Share
Internet
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%

39. US Leisure Traveler Search Terms(Destinations at beginning of process)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 38
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–Sep 2014Image Credit: Ben 'Jimmy' Angel | flickr(cc)

40. Google US Travel Category Searches(Destinations dominate video search)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 39
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–Sep 2014Image Credit: Derek Keats | flickr(cc)

41. Affluent US Traveler Destination Selection (Price still an important consideration)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 40
Source: 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%

42. 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 | 41
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: kylepost | 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%

43. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 42
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

44. Travel Websites Used by US Affluent Travelers (Suppliers sites for planning)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 43
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: Rupert Taylor-Price | flickr(cc)
Type of Travel Website
% Share
Airline 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%

45. US Leisure Traveler LodgingPriorities (Price, location & past experience rule)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 44
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–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%

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 | 45
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–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%

47. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 46
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

48. US Affluent Online Travel Activities(Reviews Play Very Important Role)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 47
Source: 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%

49. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 48
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

50. 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 | 49
Source: The Resonance Report -U.S. Affluent Travel and Leisure, Resonance Consultancy -2013Image Credit: Bell and Jeff | flickr(cc)

51. How US Affluent Travelers Utilize OTAs(Generally lower in the funnel)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 50
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: Magnus Buseth| flickr(cc)
Planning Stage When OTA WebsiteVisited
% Share
Considering a few destinations
50%
Know exactly where they are going
46%
Are considering many destinations
4%

52. 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 | 51
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–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%

53. US Traveler -Booking Channel Perception(OTAs believed better price/convenience)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 52
Source: Portrait of the American Traveler, MMGY-2013Image Credit: kyle post | flickr(cc)
Booking Method
Best Price
Most Convenient
OTA Website
48%
45%
Supplier Website
38%
41%
Supplier Phone
10%
9%
Travel Agent
4%
5%

54. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 53
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

55. US Affluent Travelers –Class of Service(More affluent travelers flying coach)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 54
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: Frontierofficial | flickr(cc)

56. Affluent Traveler Look Online for Activities (Different types of websites used)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 55
Source: 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%

57. Seven Step Travel Process
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 56
PLANNING(How) VALIDATION(Who) BOOKING(When) TRAVEL(What) SHARING(Wow) RESEARCH(Where) INSPIRATION(Why) Source: RockCheetah LLCImage Credit: | flickr(cc)

58. Others Solicit Opinions of US Affluents(Sharing advice = free referrals)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 57
Source: 2014 Affluent Outlook, IpsosMediaCT–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%

59. Sharing Completes Cycle –> Inspiration(Images for this presentation –all flickr)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 58
Image Credit: Screen Shot | flickr(cc)

60. Video Drives Inspiration
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 59
Image Credit: Paul Townsend | flickr(cc)

61. Categories of YouTube Travel Videos(Destinations largest & growing fast)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 60
Source: TravelContentTakes Off on YouTube, Google Thinkinsights-Aug 2014Image Credit: Richard Gifford | flickr(cc)
VideoCategory
% Views
YoYGrowth
Tourist Destinations & Attractions
40%
179%
Airlines
20%
172%
Hotels, Resorts & Accommodations
14%
232%
OTA / Packages
5%
176%
Cruises & Charters
5%
262%
Other
17%
-2%

62. When US Affluent Travelers View Videos(Videos assist destination selection)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 61
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: Jennifer | flickr(cc)
Step inthe Travel Process
% Share
When 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%

63. Videos Affluent US Travelers Watch(Prefer reviews from experts over peers)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 62
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: Thomas Ballandras| flickr(cc)
Type of Video
% Share
Videos 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%

64. Video Influences Affluent US Travelers(Video best at helping pick destination)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 63
Source: The 2013 Traveler's Road to Decision: Affluent Insights, Google/Ipsos-Jan 2014Image Credit: Michelle| flickr(cc)
Result of Viewing Video
% Share
Took 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%

65. Mobile & Cross-Device Experiences
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 64
Image Credit: Richard Giles | flickr(cc)

66. 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 | 65
The 2013 Traveler's Road to Decision: Affluent Insights, Google/IpsosMediaCT-Jan 2014Image Credit: kylepost | flickr(cc)

67. US Leisure Traveler Smartphone Usage(“Snacking” for travel inspiration & info)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 66
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–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%

68. 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 | 67
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–Sep 2014Image Credit: kylepost | 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%

69. Methods of Moving Between Devices(When travel planning gets interrupted)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 68
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–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%

70. After Poor Quality Mobile Experiences(Bad mobile experience hurts brand)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 69
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–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%

71. What’s Next(Travel gets personal)
Tourism Fiji - North America Marketing Forum How Fiji Finds Happiness Robert Cole ● RockCheetah | 70
Source: The 2014 Traveler's Road to Decision, Google/IpsosMediaCT–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

72. How Fiji Finds HappinessWho’s Travelling, Why & What They WantThe Secret to Fiji Finding Happiness? Understand the Motivation & Priorities of Affluent North American Travelers and Engage ThemThen, Provide Unique, Personalized Experiences Robert Colephone: +1.262.309.9560 social media: @robertkcoleemail: robert@rockcheetah.com
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Image Credit: Edward Koren| The New YorkerImage Credit: Bradley Davis | flickr(cc)