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A"rac&ng the Interna&onal Visitor CASEY HANISKO | BILL KNOWLTON | JOE VOLK
Global Travel Trends & The Adventure Traveler
TRAVEL 2015 - 2025 FactorsInfluencingGlobalTravel:
Expandingmiddleclassglobally
Internetconnec5vity
Improvedtransporta5oninfrastructure
Agingglobalpopula5on
GENERAL TRAVELER TRENDS 60+YEARSOLD
2010–2030 40%ofinterna5onaltravelers
900million-1.4billion(20%oftheworld’spopula5on)
Higherstandardsofquality
Largerbudgets
18–30YEARSOLD
2016 20%ofinterna5onaltravelers
USD250billioninsales Travelfurther
Staylonger
Interconnected Spendmore
What Is Adventure Travel?
WedefineadventuretravelashavingthreeaTributes:interac5onwiththeenvironment,physicalac5vityandculturalexchange.Whentwoofthesearepresentitisadventuretravel.Atthecoreofadventuretravelaretripsthatincludeallthreeelements.
Global Adventure Traveler Trends: Ac&vi&es ACTIVITYTRENDS
Trekking
Cycling
Food,beer,uniquegastronomy
Culturalexperiences
Communityinterac5on
Mountainbikingexcursionsintours
THEMES
Conserva5on/wildlife/nature
Culinarytourism
Safetyandsecurity
Ecologicalawareness
The Adventure Traveler Profile Averageage:36 50%Female+
48%havea4-yeardegreeorhigher
Morelikelythannon-adventuretravelerstouseguides,touroperatorsorotherspecializedservices
US-Traveler Segmenta&on
Adventure Travel Personas Whodoyourtripsserve?
GRAZER • Novice • Sampling activities or bucket list driven • Moderate risk
ADVENTURER • Intermediate • Repeat activities or building skills • Moderate risk
ENTHUSIAST • Experienced • Seeks out the best places for favorite activities • Highest risk, mitigated by their skill
Grazer
1)Timing
2)BestLoca5onforPrimaryAc5vity
3)SeasonalWeather
DominantMo5va5onforAdventureTravel
Adventurer &
Enthusiast
1)SeasonalWeather
2)BestLoca5onforPrimaryAc5vity
3)Timing
DominantMo5va5onforAdventureTravel
Planning Horizon
UNWTOYearbookofTourismSta5s5csData2010–2014,2016Edi5on
Tools Used to Prepare for Trip
FriendsandFamily
ReviewSite
TravelMagazine
Canada & Travelers from Europe
A"rac&ng the Interna&onal Visitor Whosejobisthis?
WhatistheCanadamessageandwhyisthisimportant?
WhatistheroleofanAboriginalproduct?
What Is Interna&onal? Ø Well,itisnot‘Canadian’
Ø “Therestoftheworld”
Ø ManydifferentpercepVons/expectaVonsofCanada
Ø Nothomogenoustargetmarket
Ø WesternEuropeisouroriginalinternaVonalmarket
Western Europe LedbyUK,Germany,Francebutalsotravellersfrommanysmallercountries,eachdisVnct
DegreeoftravelsophisVcaVonandexperiencedifferswidely
Differentdrivers:Generaltourism;acVvityfocused;events
Marke&ng. Sales. Delivery. HowdoEuropeansshopandpurchaseaholiday?
WhatisuniqueaboutCanada?
HowdoEuropeanstraveloncetheyarehere?
Aboriginal Product Where Does It Fit? ü IVnerarybuilding:mulVplecomponentsandexperiences
ü Complementaryandaccessible
ü PhysicallocaVon
ü DuraVon,frequency,seasonality
ü AddsvalueandauthenVcity
Connec&ng you with the Asia Pacific Market
ConnecVngyouwiththeAsiaPacificMarket
December2016
WhatisCITAPCanadianInboundTourism–AsiaPacific
Notforprofitorganiza5onestablishedin1997byRecep5veToursOperators.
– Vision:toincreasethebusinessfromtheAsiaPacificmarketintoCanada
– Members:over300membersfromvarioussectorsinthetourismindustryfromacrossCanadaandtheUnitedStates.
• Theworld’sfastest-growingoutboundtravelmarkets.
• Theemergingmarkets:China,India,Malaysia,Thailand,Indonesia,PhilippinesandVietnam.
• Thedevelopedeconomies:Japan,SouthKorea,Taiwan,HongKong,Singapore,AustraliaandNewZealand.
HOWTOTAPINTOTHISMARKET?DistribuVonchannelstoreachendconsumer
SUPPLIERS→ RECEPTIVE→ OVERSEASWHOLESALER/INTERNATIONALTOUR
OPERATOR→
TRAVELAGENT→ CONSUMERS
HotelsAdracVonsTransportaVons
CITAPmembers
In-marketwholesaler Inmarketretailtravelagencies
VisitorsfromChinaandotherAsiaPacificmarkets
www.citap.ca
HOWTOTAPINTOTHISMARKET?Prosandcons• Selldirectlytoendconsumer:biggerprofitmarginbutexpensiveandhighrisk• Workwithoverseastravelagent,touroperatororwholesaler:limitedknowledge
onthedes5na5onandthesuppliers’products;notnecessarilyspecializeinCanadiantourismsuppliers’products
• WorkwithrecepVvetouroperator(RTO):howtoworkwiththemasasupplierof
ourproducts.– Expert:specializinginCanadiantourismexperiencesandproducts– Partner:basedinCanadaandrepresentsCanadiantourismsuppliers’productstotour
operatorsininterna5onalmarketsandlookingforalongtermpartnership.Theysource,package,market,distributeanddelivertheservicesofCanadiantourismproductstoprovideaworldclassCanadianexperiencetointerna5onalvisitors
– CosteffecVve:supplierscanhavetheirproductsfeaturedinthousandsofbrochuresin
countriesallovertheworldatvirtuallynocost.Thiscaneliminatetheneedforexpensivesalesmissionstoforeigncountriesandtheyreduceyourfinancialrisk
www.citap.ca
HOWYOURBUSINESSCANENGAGEANDBESUCCESSFULAsasupplier…• Yourproducts/experiencesareexportready
– Safeandprofessionalopera5on– Havetheabilitytoacceptpaymentfromoverseasclients– Havethecommitmenttostayininterna5onalmarketsforaminimumof3yrs.
– Havelanguagecapabilitytoserviceaninterna5onalclients– Havethewillingnesstoadapttotheneedsofoverseasclients
www.citap.ca
HOWCANCITAPHELPYOU?WhatisCITAP
CanadianInboundTourOperatorforAsiaPacific
CITAP,non-profitorganiza5onestablishedin1997,isaunitedforcewithmembersfromvariousmarketsegmentsoftheHospitalityTourismIndustry.
Growingfrom10pioneerstoover300membersinjustashortperiodof5medoesmeansomethingtousatCITAP–agenuineinterestwithsincereand
devotedsupportinfurtherdevelopingCanadaasthepreferreddes5na5onforAsiaPacifictravellers.
www.citap.ca
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