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