Great study from Bain & Company on luxury consumers and how they are largely redirecting their spending towards personalized high end travel experiences:
Higher caliber private jet jaunts
- This trend I know about firsthand – I’m leaving on my next NatGeo on a private jet trip on June 1st. Twenty-two days around the world. There is no better way to travel!
- And I am not alone in loving this. People are growing accustomed to personalized experiences, and private planes are par for the course.
- These elevated private jet trips are adding interesting integrations e.g. Four Seasons Hotels and Resorts offers gastro-driven Culinary Discoveries Private Jet Journeys.
Small group cultural immersions
- Luxury travelers want exclusive, regionally-authentic itineraries that cater to small groups – some tour operators are seeing bookings up 50%.
- This “connoisseurs of local culture” trend will boom in 2017 with an emphasis on rural communities and travelers interested in private guides that teach them about the traditional ways of life.
- Food tourism has evolved with over a third of tourism spending devoted to food. Three fourths of both millennials and boomers are “food & cuisine driven travelers.”
Private villa travel surpassing leading resorts
- According to luxury travel agent Sandy Webb who books elite vacations all over the world “private villa residences offering first class, one-of-a-kind services are ushering in an entirely new era of bespoke hospitality around the globe.”
Read on below for the cool ways you can use Google Maps to plan trips and for a recent study on how millennials are driving the growth of camping.
Google Maps to Plan Trips (Source: Wired)
- This is old news but since I have 3 trips coming up (Philly, DC and ATL), the maps are amazing. Just in case anybody doesn’t know about this yet, here you go:
- Sign in to Google Maps on a desktop and click the drop-down menu at top left.
- Select Your Places, then Maps, and click Create Map at the bottom.
- Search for addresses and business names e.g. for my Philly trip I have added the Barnes Foundation and a whole bunch of places in Fishtown. Save each place to the map.
- Then when you go to google maps on your phone, click on the bars on the upper left, your places, maps and when you click on one of the starred items on the map, it gives you all the details. It also shows you the physical location of each of your spots so you can plan accordingly. Totally cool. Love Google!!
Key findings and trends from the 2017 North American Camping Report include:
Millennials are driving the growth of camping in America
- 61%, or 75 million, of U.S. households are active campers. This is up from 58% in 2014.
- The number of highly avid campers is growing even more rapidly, those taking three or more trips per year up 36%.
- Millennials account for 38% of active camper households, up from 34% in 2015.
- Millennials make up 48% of all new campers who started camping in 2016
- Gen Xers account for 34% of campers, up from 28% in 2015
Millennials are discovering the emotional and physical health benefits of time spent outdoors
- 45% say camping reduces stress, and leading a healthier lifestyle (37%).
- Key reasons to camp include spending time with friends and family (43%), being active (33%) and blowing off steam (33%).
- 3-in-10 campers indicate that camping allows them to spend more time vacationing each year.
Younger campers are changing the camping landscape
The influx of younger campers is changing the camping landscape overall, from who is camping to how people are experiencing the outdoors.
- Millennials camp in the largest groups: 10.7, compared to 8.5 for Gen Xers and 7.9 for baby boomers.
- Camping is a family event, 51% have children up from 41% in 2014. Half of younger parents say their children are enthusiastic about camping.
- Younger campers are physically active and more likely to gravitate towards mountain biking, hiking, running and adventure sports.
- For the first time, fishing (44%) has been outranked by hiking (50%) as the most popular form of recreation.
- 70% of Gen Z teens want to stay at campgrounds with a lot of onsite activities. While fishing is in decline overall (-14% since 2014), it may experience a resurgence in the coming years as it is extremely popular among teen campers, with 8-in-10 stating that they go fishing while camping.
- Younger campers are much more diverse, contributing to an increasingly multicultural camping landscape. Of the 1MM U.S. households that started camping in 2016, 4-in-10 were either Hispanic (13%), African American (12%) or Asian American (14%).
- 30% of non-white millennial campers started camping in the past few years, compared to 15% of white millennials.
- There has been a large influx of Asian American campers over the past couple of years. The proportion of new Asian American campers is triple what would be expected from overall population figures. This increase is most prevalent among younger Asian American campers with 43% having started camping in the past couple of years.
Gen Z teens are highly enthusiastic about camping, and many see it as an opportunity to unplug
- 81% of teen campers say it’s very important for people their age to spend time outdoors camping, fishing, hiking, kayaking, rock climbing, etc.
- 58% are very enthusiastic about camping, only 13% said they would rather go to an amusement park than go camping.
- 70% like to stay at campgrounds where there are a lot of activities. 6-in-10 teen campers say that they are more physically active than others in their peer group.
Campers are using technology to spend more time outdoors
- Technology is allowing a large bloc of campers (37%) to spend more time camping – since they can check in to work while away
- While nearly all U.S. campers bring some type of technology with them while camping, they are evenly split in their opinions regarding whether technology enhances or detracts from their camping experiences.
America’s Public Parks
- 3-in-10 U.S. campers say the National Park Service’s 100th anniversary in 2016 got them to visit a park they would not have otherwise visited. Millennials were the most likely to claim this (40%).
- One-third of U.S. campers say they feel more welcome at national parks than they did several years ago. Large blocs of Hispanic (45%) and African American (42%) campers say they feel more welcome when compared to the past.