$928 billion Total Direct Visitor Spending

5 Important Visitor Segments

the power of tourism:travel and tourism marketing essentialsA summary of critical travel stats, trends and best practices every tourism marketer should have in their tool kit

International Tourism

Direct Visitor Spending

$179 billion10%

(average growth 2009-2015)

TOP 5 INTERNATIONAL

MARKETS TO USA BY: Size:

Canada MexicoUnited KingdomJapanBrazil

Growth:

ChinaIndia TaiwanKoreaAustralia/NZ

Couples Includes older empty nesters and

younger couples

Family “Family” means all sorts of family

groupings in 2016

Business Traveler Rebounding with a stronger economy,

great repeat business

Small Leisure Groups From sports groups to reunions the

size is often unrecognized

Meetings Delegates Meetings/events come in all sizes

and types. Connect with event organizers and your CVB.

US travelers are becoming more diverse – ethnically and by age and income. Closely define the characteristics of the visitors you want to market to and understand the mix of

your current customers. Do they match?

Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention and visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content-marketing solutions

Share of Leisure Spending

20% Trains, Planes

& Buses

18% Cars

18% Lodging

10% Activities & Attractions

10% Retail

Shopping24%

Food & Dining

Version 1.0 2017

Type of Travel

Domestic Tourism

Direct Visitor Spending

$749 billion 3%

(2014-2015)

65% Leisure

20% Business

Travel

15% Meetings & Events

(see back page for research sources)

the hyper-informed travelerThe 2016 US traveler is more informed and uses more media and sources of information (40+) than ever before in the history of travel.That’s why Miles funds independent research bi-annually to help our clients make the most of their marketing dollars. Sign up for our email to stay informed.

40% 58%Social MediaOffer free wi-fi to encourage sharing

41% 63%MobileBuild a responsive site

28% 36%TabletOnly 9% use apps

21% 19%Use Official Visitor Guides: City, Regional, or State Vacation Publications

31% 36%DMO WebsiteUses 38+ sites

41% 60%Reviews & UGC

Manage your reputation

49% 54%All Print PublicationsHighest since 2007!

Understand your Audience; become a Tourism-Marketing Expert - Visit our website to find new research and white papers at MilesPartnership.com!

Get our 2016/17 Quarterly State of the American Traveler Research covering trends in mobile, content, technology and generational usage.

STATE OF THE AMERICAN TRAVELER Research Highlights: Media Usage comparing 2013 to 2016

State of the American Traveler Research

Destination Analysts, Inc. | January 2015

page 1

Americans’ Travel Expectations Remain Steadily PositiveAmerica’s love affair with leisure travel remains strong. Our most recent travel sentiment tracking study shows leisure travel expectations are continuing the pattern of stability seen in recent years. The State ofthe American TravelerTM results for January show that optimism about upcoming leisure travels has grown slightly since last summer. The proportion of leisure travelers expecting to travel more (continued on page 2)

JAN 12 JUL 12 JAN 13 JUL 13 JAN 14

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4.6 4.64.3 4.8 4.8

JUL 14

4.7

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4.3

Travel Volume Stable

Strong Travel Expectations

Spending Expectations Stable

32.7

%

27.5

% 34.2

%

30.2

%

32.3

%

29.2

%

32.5

%

26.9

%

33.4

%

31.1

%

32.5

%

31.5

%

55.1

%12

.2%

55.9

%16

.6%

53.8

%11

.9%

57.9

%11

.9%

56.9

%10

.8%

60.2

%10

.6%

31.1

%59

.0%

9.9%

53.2

%14

.3%

53.7

%19

.4%

51.7

%14

.8%

54.4

%14

.5%

53.8

%13

.7%

55.3

%13

.2%

32.1

%56

.7%

11.2

%

60

50

40

30

20

10

60

50

40

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10

JAN 12 JUL 12 JAN 13 JUL 13 JAN 14

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JUL 14

4.7

JAN 15

4.3

Travel Volume Stable

Strong Travel Expectations

Spending Expectations Stable

32.7

%

27.5

% 34.2

%

30.2

%

32.3

%

29.2

%

32.5

%

26.9

%

33.4

%

31.1

%

32.5

%

31.5

%

55.1

%12

.2%

55.9

%16

.6%

53.8

%11

.9%

57.9

%11

.9%

56.9

%10

.8%

60.2

%10

.6%

31.1

%59

.0%

9.9%

53.2

%14

.3%

53.7

%19

.4%

51.7

%14

.8%

54.4

%14

.5%

53.8

%13

.7%

55.3

%13

.2%

32.1

%56

.7%

11.2

%

60

50

40

30

20

10

60

50

40

30

20

10

Americans planning to increase leisure travel spending in the next 12 months

SNAP SHOT

32%

Q: In the next 12 months, do you expect to travel more or less for leisure than you did in the most recent 12 month period?

Q: In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12 month period?

Sponsored By

Leisure Travel BasicsWhile we took an average of 4.3 leisure trips last year, our travels are varied. Highlights of how Americans traveled in the past twelve months follow.

44% of all trips were day trips, with no overnight stay. Nearly half of travelers (47.3%) only took overnight trips.

DayTrips

25% of all trips included air travel. However, more than half (53%) of Ameri-can travelers did not fly for leisure trips during the year.

PlaneTrips

72% of all leisure trips were by car. Car continues to be king in the American travel landscape, with 85% of travelers taking at least one road trip annually.

CarTrips

23% of American travelers ventured abroad for leisure reasons last year, averaging 2.1 trips to foreign destinations.

International Trips

15% of Americans took a cruise (one night or more aboard). Many of these travelers take more than one cruise a year. The average cruiser took two such trips.

CruiseTrips

13% of Americans took a leisure trip by train last year. Train travel is popular with this group, who averaged 2.4 rail trips during the year.

Leisure Trips

THE STATE OF THE AMERICAN TRAVELER Volume 17, January 2015

Conducted by Destination Analysts www.destinationanalysts.com

WHITEPAPER SNAPSHOT:

Miles creates an array of free tourism-marketing whitepapers, all geared toward helping you to create and track effective tourism-marketing campaigns. (Download the top essential whitepapers at: www.milespartnership.com)

Content that travels

Creating Landing

pages that convert

Creating effective on-line

advertising

Data Driven

Destinations

100% Advertising

12 Essential Google

Analytics Reports

Destination Analysts, Inc. | July 2015

page 1

American Travel Expectations Soar

Expectations for near-term leisure travel are soaring, and may have reached

an all-time high. In our most recent The State of the American TravelerTM

survey, more than a third (34.3%) of Americans say they expect to increase

the number of leisure trips they will take in the upcoming year (compared

to last year). This is up from 31.1 percent last January and significantly

above levels seen in previous summer waves of the survey. (continued on page 2)

JUL 12 JAN 13 JUL 13 JAN 14

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Travel Volume Stable

Summer travel expectations high

Spending expectations soar

27.5

%

34.2

%

30.2

%

32.3

%

29.2

%

26.9

%

33.4

%

31.1

%

32.5

%

31.5

%

55.9

%

16.6

%

53.8

%

11.9

%

57.9

%

11.9

%

56.9

%

10.8

%

60.2

%

10.6

%

31.1

%59

.0%

9.9%

JUL 15

34.3

%56

.7%

9.0%

53.7

%

19.4

% 51.7

%

14.8

%

54.4

%

14.5

%

53.8

%

13.7

%

55.3

%

13.2

%

32.1

%56

.7%

11.2

%

JUL 15

35.0

%53

.8%

11.2

%

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40

30

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10

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JUL 12 JAN 13 JUL 13 JAN 14

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JUL 14

4.7

JAN 15

4.3

Travel Volume Stable

Summer travel expectations high

Spending expectations soar

27.5

%

34.2

%

30.2

%

32.3

%

29.2

%

26.9

%

33.4

%

31.1

%

32.5

%

31.5

%

55.9

%

16.6

%

53.8

%

11.9

%

57.9

%

11.9

%

56.9

%

10.8

%

60.2

%

10.6

%

31.1

%59

.0%

9.9%

JUL 15

34.3

%56

.7%

9.0%

53.7

%

19.4

% 51.7

%

14.8

%

54.4

%

14.5

%

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%

13.7

%

55.3

%

13.2

%

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%56

.7%

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%

JUL 15

35.0

%53

.8%

11.2

%

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20

10

60

50

40

30

20

10

Americans planning to increase leisure travel spending in the next 12 months

SNAP SHOT

35%

Q: In the next 12 months, do you expect to travel more

or less for leisure than you did in the most recent 12

month period?

Q: In the next 12 months, do you expect to spend more or

less for leisure travel than you did in the most recent

12 month period?

Sponsored By

Leisure Travel BasicsAmericans took an average of 4.2 leisure trips last year.

Here are some highlights of how they traveled.

47% of all trips were day trips, with no overnight

stay. Yet nearly half of travelers (48%) only took

overnight trips.

28% of all trips included air travel. However, more

than half (50%) of American travelers did not fly for leisure trips during

the year.

80% of all leisure trips wereby car. Car continues to be

king in the American travellandscape, with 86% of

travelers taking at leastone road trip annually.23% of American travelers traveled abroad for leisure reasons last year, averaging 2.0 trips to

foreign destinations.

15% of Americans say they could budget $5,000 or

more for leisure travel this year. The average traveler said

they could budget as much as $3,216 for leisure travel

annually.

26% of Americans took five or more leisure trips in the

past year. Sadly, about the same proportion (24%) only

took one trip.

47%Day

Trips 28%PlaneTrips 80%

CarTrips

23%Intl. Trips 15%

Budgetover 5K 26%Five orMore Trips

THE STATE OF THE AMERICAN TRAVELER July 2015 | Volume 18

MULTI-MEDIA: With such a complex planning landscape, integrated, multi-media advertising is critical.

still DREAMS, PLANS, THEN BOOKS

DreamingBold imagery, video & experiential content

BookingStrong call-to-actions, value

offers, easy access to booking

SharingEncourage visitors to

share their experiences, use user-generated-

content (UGC)

TRAVEL PLANNING LIFECYCLE

With such complex planning landscape, integrated, multi-media advertising is critical.

PlanningPlanning content: Maps, itineraries,

reviews

Did You KNOW?» Mobile:

Mobile users are 58% more likely to use print.

» Print:Print usage is the highest since 2007.

» Millennials:Are more likely than any other age group to use both DMO websites and magazines during trip-planning.

Source: State of the American Traveler - July 2015

ExperiencingTarget visitors in market via

print & mobile

smart advertising tool kitPlan and execute a smart advertising program that generates results by ensuring you include these six best practices:

1 Have a S.M.A.R.T. Plan. Develop a quick, simple campaign brief that includes all theelements below of smart advertising. A campaign brief can be short and simple but make sure it is Specific, Measurable, Attainable and has clear Resources (money & staff) and Timelines assigned (S.M.A.R.T).

2 Define Your Target Audience. Identify the specific travelers and their interests thatyou want to target. Don’t try to be all things to all visitors. Make sure you clearly define who you want to reach.

3 Develop Clear and Compelling Creative. Your advertising should betargeted to specific visitors – with creative; images, keywords and a call to action that will directly appeal to their interests. Good advertisingt needs to grab Attention, raise Interest, develop Desire and have a clear call to Action (A.I.D.A).

Sources of Research: Destination Analysts (State of the American Traveler 2006 - 2016), US Travel Association (Impact of Travel on State Economies 2014, Domestic Travel Market Report 2014, International Top 20 Report 2008 – 2015), Brand USA and PhocusWright (International Market Profiles 2015)

MORE: For a full list of research and other resources visit www.MilesPartnership.com

4 Utilize Integrated Media. Develop a media plan that reaches travelers across thefull range of digital and print media that they use in their trip planning. Some media options and advertising will be more about branding and awareness, others about specific promotions and calls to action. Focus on multimedia solutions.

5 Measure What Matters. Measure a range of success events or “Signals of Intent toTravel” – not just bookings. Most travelers influenced by your advertising won’t book on the Official Destination site or even your site but they will give other “Signals of Intent to Travel”. Make sure you are tracking adverting referrals against a range of other online goals in your analytics; for example, viewing pricing and availability, checking out deals, watching a video or utilizing the click to call function on their phone.

6 Review and Refine. Measure, monitor and manage – change your advertising to focuson what works and to change what doesn’t. Assess the performance of your advertising on a regular basis, looking “beyond the click” at key measurements like bounce rate, time on site and Signals of Intent to Travel. Reconnect with your advertising rep to update your advertising creative, placement and type.