Keith Nowak Keynote

Transcript

1. NOW BOARDING: CRAFT BEER AS A TRAVEL TREND
3. PERFECT TIMING!
4. Population of United States: 222 Million Number of Breweries: 89 Population of United States: 320 Million Number of Breweries: 4200+ 1978 2016 HOW CRAFT BEER... *Source: Brewers Association, Historical U.S. Brewery Count
5. 1978 2016 United States Airline Passengers: 275 Million United States Airline Passengers: 895 Million Price per Mile Flown (2009 dollars): 27.9 cents Price per Mile Flown (2009 dollars): 12.1 cents ...IS LIKE TRAVEL *Sources: U.S. Department of Transportation, 2015 U.S.-Based Airline Traffic Data The Travel Insider, A History of US Airline Deregulation
6. Smokey and the Bandit (1977) Plot: Wealthy Texan Big Enos Burdette and his son Little Enos seek a truck driver willing to bootleg Coors beer to Georgia for their refreshment. At the time, Coors was regarded as one of the finest beers in the United States, but it could not be legally sold east of the Mississippi River. TRAVELING FOR BEER IS NOT NEW (Only the beer has changed)
9. FROM SHARED EXPERIENCE TO SHAREABLE EXPERIENCE 1950’s 2010’s
10. “One thing is certain: Millennials’ relationship to food is special. They want it to be authentic, they want to know how it was produced, and they want it to be a shared experience.” -Forbes “Millennials’ driving values are happiness, passion, diversity, sharing and discovery. Millennials also look for immersive travel experiences. They want to live like a local, share their experiences across social media, and seek recommendations from peers or user-generated sites who have already experienced the local vibe of a place.” -Skift, The Rise of Culinary Tourism “Millennials are looking to hack travel, based on their perceptions about what everyone else doesn’t have. They want to feel like they’re insiders and in on this little secret about where to find a great little restaurant in a hidden neighborhood. They’re always looking for some level of inside information. It speaks to the millennial trend of wanting something special.” - Skift, Rise of the Millennial Traveler “They want to understand the entire storytelling surrounding the experience.” - Skift, The Rise of Food Tourism “...more than half of millennials won’t visit a destination that lacks good restaurants, and 62% said that unique, special or interesting culinary experiences are “very important” to them, expressing more interest than either Generation X or baby boomers.” - Destination Analysts’ “State of the American Traveler”
11. EXPERIENCE VS. OBJECTS • Would you rather spend your disposable income on a travel experience (a trip abroad or family road trip) or material objects (a new television or clothes)? -Skift Megatrends 2017
12. • Le touriste est mort, vive le voyageur! (The tourist is dead, long live the traveler!) • 25% of the world’s population are millennials, a generation that lives the mantra to “live like a local” • Airbnb today has over 3,000,000 listings and has hosted more than 160 million guests to date • 40% of US millennials use Airbnb (or a similar service) *Sources: U.S. Census Bureau, Millennials Outnumber Baby Boomers and Are Far More Diverse, Census Bureau Reports Airbnb, “Fast Facts” Resonance Consultancy, 2015 Portrait of the US Millennial Traveler THE SEARCH FOR AUTHENTICITY…
13. • AVL: #134 largest airport (by enplanements) in US (393,000 enplanements in 2015) • Travelocity data shows greater than average growth for medium-sized destinations • Between 2013 and 2015, tier 2 airports (100k – 500k enplanements) saw 15% growth in demand on Travelocity, relative to all domestic airports …LEADS TO SMALLER DESTINATIONS *Source: Wikipedia, List of Airports in the United States
14. “While destinations once chased the same trends found in big cities…they’re now taking a long look at what they have to offer that’s different.” EXAMPLE: LEXINGTON, KY
15. CVBs TAKE NOTICE
16. CRAFT BREWERIES AS A DESTINATION • On the Travelocity site, demand for “culinary experiences” (which includes brewery tours) were up 150% between 2015 and 2016. • The draw of beer tourism is so strong, that some destinations are finding that it can change the profile of their average visitor: Delaware’s traditional beach visitor has been 35 to 55 years old. But with craft beer on tap, “we’re attracting a younger demographic, 25 to 35 years old. The millennials are looking for that locally grown product.” - Linda Parkowski, Director of Tourism, State of Delaware
17. SEARCHING FOR A BEER (It’s most likely hiding behind the eggs) • A Google Trends analysis clearly shows that interest in craft breweries is steadily increasing year over year: Searches for “Craft Brewery” since 2004 Searches for “Brewery Tour” since 2004
18. TRAVEL TRENDS FOR 2017 • Today travelers want authentic in the age of reality TV, and are no longer satisfied being force-fed dull cruises or sleep on the beach vacations. They want adventurous participatory experiences. - William D. Chalmers, Huffington Post - 12/27/2016 • Travelers in their 50s, squeezed between Gen Xers and Baby Boomers, are breaking new ground in their global meanderings. - Skift Megatrends 2017 • Big travel brands are finally embracing online bookable tours and activities, signalling that the sector is finally becoming a focal point for the largest online travel companies. - Skift Megatrends 2017 • ...millennials are having a huge identity crisis.” Hence the rise in “slow artisanal crafts, like cross stitch or cheese making or micro brewing. It’s a counterpoint to fast technology.” -Tiffanie Darke, author - Now We Are 40: Whatever Happened to Generation X
19. WHY TRAVELOCITY AND CRAFT BEER? • Authentic experience that appeals to today’s traveler • Travelocity’s own data shows growth in consumer interest • Analysis of search trends reveals steady growth in interest of craft beer and craft brewing • The Roaming Gnome loves a hoppy IPA
20. CREATING THE BEER TOURISM INDEX • Unlike the “grandaddy” of craft beverages, wine, craft beer producers are less geographically concentrated into specific regions • Travelocity created the index to put different sized cities on equal footing by correcting for population • Along with traditional media outreach, Travelocity also engaged with CVB’s in winning markets over social media channels • And when all else fails, this is the way to brainstorm the best beer tourism ideas:
21. RATING THE CONTENDERS *Source: https://www.travelocity.com/press/618-2/
23. BEER TOURISM INDEX IN THE NEWS • The Beer Tourism Index proved to be Travelocity’s most successful PR campaign for 2016 • The long shelf life of the campaign has allowed it to continue delivering results long after its official end • Unlike many travel campaigns, this one was successful in local and national outlets
24. KEY LEARNINGS FOR BEER TOURISM • Embrace “local” - but make sure that tourists can easily find you and are welcomed when they visit • Timing isn’t everything - but it is important • Connect with like minded local artisans (distillers, bakers, restaurateurs, hoteliers, etc.) • Work with and leverage your local CVB • Craft brewing is HOT - even if the beer is cold. Become a subject matter expert and make yourself available
25. Let’s Make a Buzzword
26. NATALIE PORTMAN’S TOES? PORT-MAN-TEAU
27. LET’S VOTE! • Pull out your phones and go to travelocity.us/bmtc • Choose your favorite beer tourism portmanteau (or suggest one of your own!) • Enter your name for a chance to win your own Roaming Gnome! (Awarded at end of day) • The winner’s name will be posted to the BMTC Facebook page this afternoon
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