ATTA Members Only Tune In Webinar: 2008 Research Roundup
70 ATTA Members on Tuesday took part in the ATTA Members Tune In Webinar, which highlighted new adventure travel industry research.
The Webinar, which featured guest presenters Christina Heyniger and Henrietta de Veer from Xola Consulting, top-lined key facts and figures from the 2008 Research Roundup, released in August 2008. During this 60-minute educational session, Xola presenters put forth their research-based opinion on the current economic crisis, how it applies to the adventure travel industry, and offered suggestions to tour operators to mitigate their losses during this current recession. The Roundup’s main sections were covered including highlights from the report’s main sections:
- Destination Rankings
- Traveler Trends
- Tourism Supply Chain Trends including developments in technology
- Top Adventure Company News
- Travel Media
ATTA Members Only Tune In Webinars are a free opportunity for current ATTA Members. Members that were unable to attend yesterday’s Webinar may find a recorded version on the Members Only Website by December 21st.
TRUSTe Report Reveals Consumer Awareness and Attitudes About Behavioral Targeting
SAN FRANCISCO, CA- Consumer privacy organization TRUSTe announced today the results of a study conducted by global market insight and information group TNS regarding American Internet users’ knowledge, attitudes and concerns about behavioral targeting and its implications on their online privacy. Overall results indicate a high level of awareness that internet activities are being tracked for purposes of targeting advertising, and a high level of concern associated with that tracking, even when it isn’t associated with personally identifiable information.
Behavioral targeting has become a hot button issue recently, as industry enthusiasm for delivering customized experiences and improved marketing metrics runs up against consumer privacy concerns and calls for greater transparency around emerging tracking and targeting techniques. Based on the results of the survey, lack of transparency may factor into privacy concerns. 71 percent of online consumers are aware that their browsing information may be collected by a third party for advertising purposes, but only 40 percent are familiar with the term “behavioral targeting.” 57 percent of respondents say they are not comfortable with advertisers using that browsing history to serve relevant ads, even when that information cannot be tied to their names or any other personal information.
An overwhelming majority (91 percent) of respondents expressed willingness to take necessary steps to assure increased privacy online when presented with the tools to control their internet tracking and advertising experience, suggesting a need for added education, transparency and choices for behavioral targeting. Nearly two-thirds (64 percent) would choose to see online ads only from online stores and brands that they know and trust and 44 percent of respondents would click buttons or icons to make that happen.
To the contrary, a similar proportion of consumers (42 percent) say they would sign up for an online registry to ensure that advertisers are not able to track browsing behaviors, even if it meant that they would receive more ads that are less relevant to their interests. This division poses a serious dilemma for BT practitioners and industry privacy advocates, because consumers say they want more relevant advertising, but don’t want to be tracked in order to get it.
“Education once again appears to be the key to finding a constructive balance between behavioral targeting and consumer privacy, because no matter how much we assure anonymity, there is still significant discomfort with the idea of tracking,” said Fran Maier, executive director of TRUSTe. “We have a solid indication that consumers want us to find a way to get them the advertising that is relevant to them. In order to do this, behavioral targeting is one of the most promising methods, but at the very least, it has to be made more transparent, provide choices, and deliver real value.
For the TRUSTe behavioral tracking study, TNS conducted an online survey among a randomly selected sample of American adults whose households belong to TNS’s online consumer panel. In total, 1,015 interviews were completed between February 1 and 5, 2008. The data were weighted by region, market size, age, gender and household size, composition and income, to reflect the demographic composition of the online adult population in the continental U.S.
The full research results are available to TRUSTe sealholders at no charge. Media can obtain a complete copy of the study by contacting Morgan McDowell of blast! PR.
About TRUSTe:
TRUSTe helps consumers and businesses identify trustworthy online organizations through its Web Privacy Seal, Email Privacy Seal and Trusted Download Programs. Having celebrated its 10th anniversary in 2007, TRUSTe certifies more than 2,400 Web sites, including the major internet portals and leading brands such as AOL, eBay, IBM, Intuit, Microsoft and Oracle. TRUSTe resolves thousands of individual privacy disputes every year. To learn more about internet privacy visit www.truste.org.
About TNS:
TNS is a global market information and insight group. Its strategic goal is to be recognized as the global leader in delivering value-added information and insights that help its clients make more effective business decisions. TNS delivers innovative thinking and excellent service across a network of 80 countries. Working in partnership with clients, TNS provides high-quality information, analysis and insight that improve understanding of consumer behavior. TNS is the world’s leading provider of customized services, combining sector knowledge with expertise in the areas of Product Development & Innovation, Brand & Communications, Stakeholder Management, Retail & Shopper and Customer Intelligence. TNS is a major supplier of consumer panel, media intelligence and audience measurement services.
TNS is the sixth sense of business™. www.tnsglobal.com
39% of tour operators surveyed by the ATTA recorded more than 16% growth in 2007
ATTA’s 2007 industry-wide snapshot represents more than $300,000,000 of adventure travel business and 875,000+ travelers. 57% from North America, last year was 61%. The profile of tour operators that took this year’s survey was very similar (size, number of employees, year started, etc) to those in 2005 and 2006.
Reflecting on 2007 and looking ahead to 2008:
• 86% indicated positive growth rates, with 39% recording more than 16% growth in 2007
• 40% reported more than 11% net margin
• 98% project growth in 2008, with 66% expecting more than 16% growth
• Trends evident to tour operators:
- 34% reported increased competition among adventure operators (marketing, pricing, sales promotions)
- 59% reported increases in demand for custom itineraries/trips
- 38% reported increases in demand shorter duration trips (less than one week long)
- 43% reported increases in demand for eco-tourism/environmental trips
- 35% reported increase in demand for cultural/educational trips
• Most significant threats:
- 45% reported increased cost of operating (capital/infrastructure spending, equipment )
- 39% reported increased cost of marketing due to competition from other adventure travel businesses
- 39% reported reduced client travel due to poor economy
Tour Operators – most productive types of marketing used in 2007:
85% – Word of Mouth/Viral
70% – Repeat Business/Clients
64% – Travel Agents
*Internet (SEO, Web links, emailing, etc.) and PR follow in the 50+% range
According to Leisure Trends Group: 2007 Dive industry sales totaled $804M, up 5%
In 2007, dive industry sales totaled $804 million*, an increase of 5%.
- Scuba Dive equipment sales grew 1% in units, 4% in average retail selling price
- Equipment sales grew 5% in dollars and finished the year with $375M
- With $74M in sales, the dive suit category jumped 8% in units and 10% in dollars
- Equipment sales total nearly half of the $804 million in total sales
*Scuba dive sales are comprised of equipment, apparel, wet and dry suits and dive services
Study Says Nearly Half Say Social Media Tools Becoming More Important Than TV, Radio, Newspapers and Magazines
Social media tools such as Facebook, YouTube and blogs have become an essential component of the communications mix,
according to an overwhelming majority (85 percent) of Canadian business and marketing leaders. Nearly half (46 percent) say social media tools are becoming even more important than television, radio, newspapers and magazines. The results are contained in a survey of 444 business and marketing leaders conducted by Pollara Strategic Insights for com.motion, a new offering from Veritas Communications.
Developing Countries lead Dynamic World Tourism Growth
(Source: UNWTO) Berlin/Madrid, 6 March 2008 — International tourist arrivals exceeded 6% growth in 2007 on the back of strong global economic growth. Developing countries grew by 8%.These figures again underscore UNWTO’s long held view that sustainable tourism can play a major role in helping to achieve the UN Millennium Development Goals, in two way world services trade and in responding positively to climate change imperatives.
2000-2007
The market share of developing countries has grown to 40% of worldwide international arrivals – up from 34% in 2000:
- Worldwide international tourist arrivals increased to 898 million – an overall 32% increase. An average 4% growth a year
- Developing countries international tourist arrivals increased to 360 million. – an overall 54% increase. An average 6% growth a year
- The 50 least developed countries international tourist arrivals increased to 13 million – an overall 110% increase. An average 11% growth a year.
Governments have become increasingly aware of the possibilities opened by tourism for social and economic development and for job creation.
It has encouraged investment in tourism infrastructure in countries from Asia and the Pacific, the Middle East, Africa, Central and South America.
It has at the same time boosted intra regional travel with strong demand from emerging middle classes – with increasing long term potential in all world markets.
2008 Outlook
UNWTO expects international tourist arrivals to continue its positive growth trends this year, but at a moderated rate.
After four consecutive years of strong growth, less favourable global economic prospects, continuing high oil prices and greater uncertainty are key factors. Estimates stay close to the long-term yearly growth rate of 4.1% through 2020, estimated by UNWTO.
Again, developing countries will be among the frontrunners and continue their strength of the past years. Most regions are expected to sustain their current growth trend in 2008, but at a somewhat slower rate.
For further information please contact
UNWTO Media Section
T: (34) 91-567-8194 /8100 – F: (34) 91-567-8218
comm@unwto.org
www.unwto.org
According to WTTC, “Continued growth signalled for travel and leisure industry”
6 March 2008 – Berlin, GERMANY – The latest research for Travel & Tourism anticipates a slowdown in the industry in 2008 but prospects are bright for the coming ten years
World Travel & Tourism is expected to generate close to US$8 trillion in 2008, rising to approximately US$15 trillion over the next ten years, according to the latest Tourism Satellite Accounting (TSA) research launched today by the World Travel & Tourism Council (WTTC) and its strategic partner Accenture.
Overall, the new TSA results reveal a moderate impact on the Travel & Tourism industry as a result of the global economic downturn, with its annual growth rate experiencing a slowdown in 2008, to 3%, in comparison to 3.9% in 2007.
Looking past this present cyclical downturn, the long-term forecasts point to a mature but steady phase of growth for world Travel & Tourism between 2009 and 2018, averaging a growth rate of 4.4% per annum, supporting 297 million jobs and 10.5% of global GDP by 2018.
WTTC President Jean-Claude Baumgarten explained “Challenges come from the US slowdown and the weak dollar, higher fuel costs and concerns about climate change. However, the continued strong expansion in emerging countries – both as tourism destinations and as an increasing source of international visitors – means that the industry’s prospects remain bright into the medium term.”
Regionally Africa, Asia Pacific and the Middle East are experiencing higher growth rates than the world average, at 5.9%, 5.7% and 5.2% respectively, while the mature markets, most notably the Americas and Europe, are falling below the world average with a growth at 2.1% and 2.3 % respectively.
The overall impact of this slowdown for mature markets is expected to be offset by the strength of the emerging markets explains John Walker, Chairman of Oxford Economics “In particular, China, India and other emerging markets are still growing rapidly, which will increase both business and leisure travel, while many countries in the Middle East are undertaking massive tourism-related investment programmes.”
Moreover, even in countries where economic growth slows, there is likely to be a switch from international to domestic travel rather than a contraction in demand for Travel & Tourism.
Among the 176 countries covered in the TSA research, the United States continues to maintain pole position as the largest Travel & Tourism economy, with its total demand accounting for more than US$1,747 billion this year. With a growth rate at 1.1% in 2008 the credit crunch is leading to a marked slowdown in US economic growth and is likely to restrict the business travel of those working in financial markets.
Considerable ground has been made by the emerging markets which are experiencing rapid economic growth. In 2008, China will jump from fourth to second position above Japan and Germany and is forecasted to increase its Travel & Tourism Demand four-fold by 2018, accounting for US$2,465 billion, with an annual growth rate of 8.9%. Among the fastest growers in 2008, Macau leads with a growth rate at 22%.
Highlighting the challenges of market volatility and external events faced by the industry,
Alex Christou, Managing Partner of Accenture’s Transportation & Travel Services said “High performance companies will differentiate themselves by being highly focused on their individual customers. The winners will be companies that take a balanced view, driving customer intimacy and product innovation while driving non-value added costs out of their operations.”
ENDS
Contact
For further information please contact Louise Oram at WTTC on 44 20 7481 8007 or email louise@wttc.travel
WTTC research covers 176 countries, 13 regions and the world. To access the research please go to http://www.wttc.travel/eng/Research/Tourism_Satellite_Accounting/
About WTTC
WTTC is the forum for business leaders in the Travel & Tourism industry. With Chairmen and Chief Executives of one hundred of the world’s leading Travel & Tourism companies as its Members, WTTC has a unique mandate and overview on all matters related to Travel & Tourism.
WTTC works to raise awareness of Travel & Tourism as one of the world’s largest industries, employing approximately 238 million people and generating nearly 10 per cent of world GDP.
Tourism Satellite Accounting research, based on the UN standard for Satellite Accounting, quantifies the wide-ranging economic impact of Travel & Tourism and provides solid, credible and professional statistical information that can assist in informing government policy and business decision processes.
