1. © 2012 Regents of the University of Minnesota. All rights reserved. Welcome to the New Tradition Where we are & Where we are heading to Xinyi (Lisa) Qian, Ph.D. Tourism Specialist, Tourism Center, University of Minnesota MRCA Fall Conference, Oct 23, 2013

2. © 2012 Regents of the University of Minnesota. All rights reserved. OUTLINE  An overview  Important market segments for Minnesota  Three trends in travel  The changing demographics  The environment

3. © 2012 Regents of the University of Minnesota. All rights reserved.

7. IMPORTANT MARKET SEGMENTS for MINNESOTA CULTURAL EXPLORERS & SPONTANEOUS ADVENTURERS

8. © 2012 Regents of the University of Minnesota. All rights reserved. 6 TYPES OF VISITORS  Sun seekers  Guided guys  Spontaneous adventurers  Thrifty traditionalists  Family folks  Cultural explorers

9. © 2012 Regents of the University of Minnesota. All rights reserved. WHY?  Greatest potential: –Interest in travel to MN: ≥75% –Likelihood of travelling to MN: >50% –Highest average spending on leisure travel in the past twelve months –Most likely to spend MORE on travel in the following year

10. © 2012 Regents of the University of Minnesota. All rights reserved. GENDER  Cultural explorers: 66%  Spontaneous adventurers: 53%

11. © 2012 Regents of the University of Minnesota. All rights reserved. AGE

12. © 2012 Regents of the University of Minnesota. All rights reserved. LEVEL OF EDUCATION  Both segments—slightly more likely to:

13. © 2012 Regents of the University of Minnesota. All rights reserved. HOUSEHOLD Compared to the survey participants as a whole: Cultural explorers Income Slightly more likely to have $100K - %149K Parental status Much less likely to have kids under 18 Spontaneous adventurers Much more likely to have $150K+ Slightly more likely to have kids aged 11-17

14. © 2012 Regents of the University of Minnesota. All rights reserved. APPROACHES TO TRAVEL Cultural explorersSpontaneous adventurers A perfect vacation: Travelling with my significant other Consider themselves adventurous when travelling Vacation as a time to bond as a family Attracted to historical sites and places Splurging on travel Looking for quality

15. © 2012 Regents of the University of Minnesota. All rights reserved. WHAT THEY LOOK FOR WHEN TRAVEL  Cultural explorers: –Want to be entertained & enriched  Spontaneous adventurers: –Look to engage in a wide range of experiences –Like to take short getaways “spur-of-the-moment”

16. © 2012 Regents of the University of Minnesota. All rights reserved. IMAGE OF MINNESOTA  Cultural explorers: A mix of urban & outdoor settings  Spontaneous adventurers: Varied & activity-focused Cultural explorers Spontaneous adventurers Driving (self driving tour) 46%45% Hiking/walking in nature 27%35% Strolling around/exploring small towns 33%36% Visiting historic sites 24%28% Fishing/ice fishing 10%20% Camping 6%22%

17. © 2012 Regents of the University of Minnesota. All rights reserved. WHERE RESORT IS IN THE PICTURE  “MN offers resorts with a variety of activities/amenities” Cultural explorers Spontaneous adventurers Importance ranking5 th / 186 th / 18 Ranking – % respondents describing MN in this way 15 th / 1811 th /18

18. © 2012 Regents of the University of Minnesota. All rights reserved. WHERE THEY ARE IN THE DIGITAL WORLD

19. © 2012 Regents of the University of Minnesota. All rights reserved. ACTIVITY TIME! Strengths Internal, Have some control Weaknesses Opportunities External, May be beyond control Threats

20. © 2012 Regents of the University of Minnesota. All rights reserved. 3 TRENDS IN TRAVEL CONNECTIVITY, COMMUNITY, CULTURE

21. © 2012 Regents of the University of Minnesota. All rights reserved. 3 TRENDS: CONNECTIVITY COMMUNITY CULTURE

22. © 2012 Regents of the University of Minnesota. All rights reserved. 3 TRENDS: CONNECTIVITY COMMUNITY CULTURE

23. © 2012 Regents of the University of Minnesota. All rights reserved. 3 TRENDS: CONNECTIVITY COMMUNITY CULTURE

24. © 2012 Regents of the University of Minnesota. All rights reserved. THE CHANGING DEMOGRAPHICS A FUTURE OF GREATER DIVERSITY

25. © 2012 Regents of the University of Minnesota. All rights reserved.  America's Changing Demographic Landscape America's Changing Demographic Landscape

26. © 2012 Regents of the University of Minnesota. All rights reserved. MINNESOTA

27. © 2012 Regents of the University of Minnesota. All rights reserved.

28. THE ENVIRONMENT SUSTAINABILITY PRACTICES, INVASIVE SPECIES

29. © 2012 Regents of the University of Minnesota. All rights reserved. WHO ANSWERED THE QUESTIONS 64.5% open seasonally

30. © 2012 Regents of the University of Minnesota. All rights reserved. SUSTAINABILITY PRACTICES (1) No attempt? Under consideration? Just beginning? Completed or ongoing?  Our property offers a linen reuse option to multiple guest rooms.  We install water conserving fixtures such as low-flow showerheads, toilet-tank fill diverters, ands ink aerators.  Our housekeeping and engineering departments have an active system to detect and repair leaking toilets, faucets and showerheads.  Refillable amenity dispensers are used rather than individual bottles for bathroom amenities.

31. © 2012 Regents of the University of Minnesota. All rights reserved. SUSTAINABILITY PRACTICES (2) No attempt? Under consideration? Just beginning? Completed or ongoing?  Whenever possible, we buy guest amenities in bulk.  Bicycles are available for use or for rental.  The water-using appliances and equipment, such as ice machines, washing machines, etc. are on a preventative maintenance schedule to ensure maximum efficiency.  We use guest room energy management systems that allow a guest to easily turn off all unnecessary electronics when leaving the room (e.g., single-point key card systems).

32. © 2012 Regents of the University of Minnesota. All rights reserved.

33. AQUATIC INVASIVE SPECIES (1) Disagree or Strongly disagree? Neutral? Agree or Strongly agree?  Aquatic invasive species are harmful to Minnesota’s environment.  Aquatic invasive species are harmful to Minnesota’s economy.  Aquatic invasive species are harmful to Minnesota’s society.  Talking to other people about the threats of Aquatic invasive species in Minnesota will help control the invasive population from spreading.

34. © 2012 Regents of the University of Minnesota. All rights reserved. AQUATIC INVASIVE SPECIES (2) Disagree or Strongly disagree? Neutral? Agree or Strongly agree?  Reporting aquatic invasive species to the Minnesota Department of Natural Resources will help control the invasive population.  Cleaning equipment will help control aquatic invasive species.  Not displacing aquatic invasive species will help control the invasive population.  Killing aquatic invasive species on my property will help control the invasive population.

35. © 2012 Regents of the University of Minnesota. All rights reserved. INVASIVE SPECIES – AQUATIC & PLANT

36. © 2012 Regents of the University of Minnesota. All rights reserved.

37. RESOURCES: Tourism Center & Our colleagues

38. © 2012 Regents of the University of Minnesota. All rights reserved. Find us on Twitter-LinkedIn- Facebook Xinyi (Lisa) Qian, Ph.D., Tourism Specialist qianx@umn.eduqianx@umn.edu; tourism@umn.edu A collaboration of the College of Food, Agricultural & Natural Resource Sciences & Extension