Dr. Schneider MRCA Keynote

© 2014 Regents of the University of Minnesota. All rights reserved.

‘C’ing our way forward:Trends & opportunities for MN resorts & campgrounds

INGRID E. SCHNEIDER, PHD

MN RESORT & CAMPGROUND ASSN OCTOBER 2014








IMPORTANCE OF RESORT/CAMPING AREAS TO MN IMAGE

http://www.exploreminnesota.com/industry-minnesota/research-reports/researchdetails/?nid=168


C’ING OUR WAY FORWARD

Connected

Conscientious

Consumer


Image: Social news daily

Connected conscientious consumer



Image from the marketing spot


CONNECTED CONSCIENTIOUS CONSUMER

Anticipation Travel to OnsiteReturn travel

Recall



Anticipation Travel to

Search engine (22)

Tripadvisor+ (6-12)

Changes due to

weather

Upsell opps (7-14 -30

days)





Onsite

Check in digital

Alert text when cabin ready

Pre-order services via text

Digital/QR code scav hunt, tour,

recipes. calendar

E list of Restaurant/directions

Specials only through app

Twittering staff

Feedback digitally

Check out digitally

LAZY/NECESSARY?

(Marriott & Ritz mobile app)



Return travel

Recall

Inspire others to visit

Thank you with request to

review

Postcards/wish you were

here

Reminders for celebrations



Anticipation Travel to OnsiteReturn travel

Recall






CONNECT TO MN FESTIVALS & EVENTS

66

64

46

36

33

28

27

25

19

13

7

0 10 20 30 40 50 60 70Percentage of respondents

Develop a sense of community

Attract visitors

Provide local entertainment


> %50 MN festivals & events

…….in the summer

…….on the weekend (Qian & Simmons, 2014)



Peer to peer

Mesh

Collaborative

consumption‘Lethally disruptive’? (U Haague)





Connected

Conscientious

Consumer



Image from patch.com









30%


Heart of Continent Mississippi River


http://www.traveltheheart.org/



Connected

Conscientious

Consumer





People

Personalization

Product




Domestic person-trips (in millions) in the United States in 2010 and projections for

2020 (Data from Cook, 2011).



Average trip spending, 2012 (Data from U.S. Travel Association,

2014).



Percent growth pop

Percent increase

person trips



67%

83% 82%

Hispanic African American Asian/Hawiian/PacificIslander

Percentage of each minority population living in the Twin Cities by 2035


CONNECTED CONSCIENTIOUSCONSUMER

ART

CULTURE



People

Personalization

Product

http://www.locallyexperienced.c

om/aboutme/


Image from Juliefergus.com



Time Magazine, 2012


Vogue 2011



Minnesota example


Minnesota example


Vogue 2011


Finger Lakes NY via USA Today Aug 2014



JUNE 6-7, 2015


Photo from ‘enamor events’



Connected

Conscientious

Consumer


‘C’ing our way forward:



Be the source for tourism education & research

Lead, prepare & support tourism industry & tourism-dependent communities for success & sustainability


RESEARCH

Purpose

– Inform

– Generate ideas

– Answer applied questions


ON THE TOURISM CENTER RESEARCH HORIZON

Impact of year round school on leisure

travel (Winter 2015)

Hmong travel behaviors (Winter 2015)

Impact of biking in MN (Sum 2016)

MN travel predictions (Jan 2015)

Visitor profiles (Fall/winter 2016)

Vacation Rental By Owner ?!



3 IDEAS FOR RESEARCH IN THE NEXT 3 TO 5 YEARS?!

BURNING QUESTIONS…



Image: business insider



CLIMATE CHANGE

Maps from the Arbor Day Foundation


SELECT UMN RESOURCES OF INTEREST Tourism Center

– www.tourism.umn.edu; 612 624 4947

Sustainability

– MnTechnical Assistance Program

– Clean Energy Resource Team

Economic impact

– http://www.extension.umn.edu/community/eco

nomic-impact-analysis/ 507-337-2814

http://www.tourism.umn.edu/

http://www.extension.umn.edu/community/economic-impact-analysis/



SELECT COMMERCIAL REPORTS OF INTEREST American Camping Report 2013

RV profile 2013 ($35/75)

http://www.rvia.org/UniPop.cfm?v=3&oid=09CUR05_W1&cc=0

US Campground & RV Industry & Market report ($149)

http://www.researchandmarkets.com/reports/2524247/2013_u_s_rv_parks_

and_campgrounds#rela3

Online business guide to glamping (55 British pounds)

http://inspiredcourses.com/glamping/#glamping%20business

http://www.rvia.org/UniPop.cfm?v=3&oid=09CUR05_W1&cc=0

http://www.researchandmarkets.com/reports/2524247/2013_u_s_rv_parks_and_campgrounds#rela3



SO WHAT!? Word of Mouth (WOM) still central

E WOM relevance

– Maintain accurate & timely data online with

ability to customize for consumer use

– Monitor & respond to online reviews

– Engage markets with opportunities to share

– Generational differences in level of influence

– “focus to maximize, modernize to adapt” (REI)


PROFILING FESTIVALS & EVENTS IN MNRegional distribution of respondents

12%

18%

8%

29%

32% Northeast

Central

Northwest

Southern

Metro


TIMING OF FESTIVALS & EVENTS

Season:

– 55% in summer (June-August)

– 20% in fall (September-November)

Length:

– 35% one-day

– 24% more than 3 days

Time of the week:

– 60% weekend only

– 35% weekend + weekday(s)

Dr. Schneider MRCA Keynote

Documents

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conscientious consumerimage

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domestic persontrips

projections for2020

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