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OUTDOOR VACATION ACTIVITIES - US - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Lifestyle

No. of Pages : N/A

As travelers put greater emphasis on experiences over destination, vacations that include outdoor activities can provide an escape from daily life. Leisurely outdoor activities appeal to a broader group of vacationers, but active outdoor activities tend to attract a more dedicated group of enthusiasts. The opportunity to connect with others and relax outdoors is likely the biggest draw to outdoor vacation activities.

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
The issues
Leisure prominent but less engaging
Figure 1: Outdoor vacation activities, January 2018
Classic nature-based vacations face stiff competition
Figure 2: Dream vacations, by vacationer and outdoor vacationer, January 2018
Frequency, diversity of activities stifles growth
Figure 3: Number of outdoor vacation activities, January 2018
The opportunities
Emphasizing experience
Figure 4: Attitudes toward vacation destinations, January 2018
Family and fun are significant motivators
Figure 5: Outdoor activity motivation, January 2018
Cross-category opportunities for outdoor vacations
Figure 6: Outdoor vacation purchases, January 2018
Tapping into alternative accommodations
Figure 7: Outdoor vacation activities, by type of accommodation, January 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Travel and tourism growing
Outdoor participation continues to increase
Ease of travel important
Confident travelers should lead to more growth
THE TRAVEL MARKET
Travel spending on the rise
Figure 8: Total US vacations and tourism market value, 2013-17
Who goes on vacations?
Figure 9: Profile of the vacationer, January 2018
MARKET BREAKDOWN
Who participates in outdoor vacation activities?
Figure 10: Profile of the outdoor vacationer, January 2018
Outdoor activity participation on a slow rise
Figure 11: Outdoor participation – Number of participants, 2007-16
MARKET PERSPECTIVE
Eight in 10 vacationers stay in a hotel
Figure 12: Accommodations stayed in the past 12 months, January 2018
Leisurely outdoor pursuits significantly more popular than active ones
Families looking for adventure
Figure 13: Run – Go RVing TV Commercial, April 2016
International tourism stagnating
Domestic travelers stay close to home
Figure 14: Map of the US, by nine US Census divisions
Difficult to disconnect
MARKET FACTORS
Sizable iGen, Millennial populations seeking adventure
Figure 15: Population, by generation, 2018
Consumer confidence inspires discretionary spending
Figure 16: Consumer Sentiment Index, January 2007-March 2018
Steady gas prices encourage travel
Figure 17: US gasoline and diesel retail prices, January 2007-March 2018
KEY TRENDS – WHAT YOU NEED TO KNOW
Shaping the outdoor experience
Threats to land could stunt growth
Care: for self and others
WHAT’S HAPPENING?
Being part of the experience
Figure 18: Marriott International “Marriott Traveler” email, August 2017
The role of the sharing economy
Curating experiences for experiential travelers
Glamping goes mainstream
Figure 19: Perricone MD “No water, no problem” email, June 2017
WHAT’S STRUGGLING?
The future of national parks
Price hikes at popular destinations
Starbucks opens at Yosemite, amid cheers and boos
Easier to sell land
Extreme weather a threat to outdoor participation
WHAT’S NEXT?
Millennials provide new base for sustainable tourism
Emphasizing the “getaway” mentality
Popping up outdoors
Figure 20: Blink by Black Tomato, November 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Outdoor activities bring life to all vacation types
Relaxation is mandatory
National parks have strong appeal
Family comes first
Groceries are a top travel purchase
Getting vacationers to new destinations
New activities may be enough of a thrill
Opening up outdoor opportunities
VACATION PREFERENCES
Overview
Travel companions and proximity may be deciding factors
Figure 21: Types of vacations taken, January 2018
Outdoor vacations face stiff competition
Figure 22: Dream vacations, by vacationer and outdoor vacationer, January 2018
Activities can dictate vacation preferences
Figure 23: Dream vacations, by type of outdoor vacation activity, January 2018
VACATION ESSENTIALS
Overview
Outdoor vacationers more likely to want excitement
Figure 24: Vacation essentials, by type of vacationer, January 2018
Young men want to speed it up
Figure 25: Vacation essentials, by age and gender, January 2018
Lower income vacationers want a getaway
Figure 26: Vacation essentials, by age and gender, January 2018
OUTDOOR VACATION ACTIVITIES
Overview
Leisurely pursuits popular on vacation
Figure 27: Outdoor vacation activities, January 2018
Seven in 10 vacationers participate in few outdoor activities, or none
Figure 28: Number of outdoor vacation activities, January 2018
Young vacationers hit the outdoors hard
Figure 29: Outdoor vacation activities, by age, January 2018
Adventures in alternative accommodations
Figure 30: Outdoor vacation activities, by type of accommodation, January 2018
OUTDOOR ACTIVITY MOTIVATION
Overview
Family, fun drive people outdoors
Figure 31: Outdoor activity motivation, January 2018
Motivations shift to family as outdoor vacationers age
Figure 32: Outdoor activity motivation – Select items, by age, January 2018
More involved activities require input
Figure 33: Outdoor activity motivation – Select items, by type of outdoor activity, January 2018
OUTDOOR VACATION PURCHASES
Overview
Hotels remain top lodging choice
Figure 34: Outdoor vacation reservations, January 2018
Food prep crucial to outdoor vacations
Figure 35: Outdoor vacation purchases, January 2018
Lower income households may be spending to save
Figure 36: Outdoor vacation reservations and purchases – Select items, by household income, January 2018
Spending more on the slopes and the campground
Figure 37: Outdoor vacation reservations and purchases, by type of activity – Select items, January 2018
ATTITUDES TOWARD VACATION DESTINATIONS
Overview
There is always more to do
Figure 38: Attitudes toward vacation destinations, January 2018
Younger vacationers more driven by new and different experiences
Figure 39: Attitudes toward vacation destinations, by age, January 2018
Hispanics want more out of outdoor destinations
Figure 40: Attitudes toward vacation destinations, by race and Hispanic origin, January 2018
ATTITUDES TOWARD OUTDOOR ACTIVITIES
Overview
Capitalizing on new, exciting outdoor experiences
Opening up the outdoors to new opportunities
Relaxation driving interest
Traveling to do what they want
Figure 41: Attitudes toward outdoor activities, January 2018
Young vacationers looking for more
Figure 42: Attitudes toward outdoor activities, by age, January 2018
Less affluent travelers make the most out of outdoor vacations
Figure 43: Attitudes toward outdoor activities – Select items, by household income, January 2018
ATTITUDES TOWARD THE OUTDOORS
Overview
Time outdoors is best in a group
Figure 44: Attitudes toward social outdoor activities, January 2018
Soaking up the outdoors on vacation
Figure 45: Attitudes toward the outdoors, January 2018
Parents want to spend the day outside with kids
Figure 46: Attitudes toward the outdoors, by parental status, January 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET
Figure 47: Outdoor activity participation and growth, by number of participants, 2015-16

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