1、+1 720.410.9395 www.arival.travel Boulder, CO insightsarival.travel +1 720.410.9395 www.arival.travel Boulder, CO insightsarival.travel EVENT HORIZON The Role of Performing Arts and Sporting Events in Travel and Tourism ANNE FAILING DOUGLAS QUINBY NOVEMBER 2018 Presented by ABOUT ARIVAL Arival advan

2、ces the business of creating awesome in-destination experiences through events, insights and community for Tour, Activity & Attraction providers. Our mission: establish the Best Part of Travel as the major sector of the global travel, tourism and hospitality industry that it deserves to be. www.ariv

3、al.travel Event Horizon: The Role of Events in Travel ABOUT TICKET EVOLUTION Ticket Evolution operates the largest global B2B ticketing exchange with up to $4 billion in sports, theater and concert inventory running through its platform at any given time. Ticket Evolutions innovative white-label sol

4、utions power inventory and fulfillment for more than 300 leading websites and apps, providing real- time execution, clearing & settlement. Learn more . Event Horizon: The Role of Events in Travel WHY YOU SHOULD READ THIS Catching an unforgettable concert, seeing the hottest Broadway show, or finally

5、 taking in a game at a stadium youve always dreamed of checking out. Events are quickly becoming an important driver of the decisions travelers make. The in-destination sector tours, activities, attractions and events represents the travel industrys third-largest and fastest growing sector. The trav

6、el industry has begun paying more attention to tours, attractions, and activities, and is getting much better at marketing and delivering those services to travelers. But events, especially performing arts and sporting events, remains an underserved part of the sector. This often-overlooked subset o

7、f the in-destination experience generates destination visitation and is a key component of travel planning decisions. The travel industry seems to often ignore the impact that events such as concerts, festivals, and sporting events have on the purchasing decisions of U.S. travelers. Simply put, the

8、travel industry is leaving money on the table. Page 4 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Event Horizon: The Role of Events in Travel WHY YOU SHOULD READ THIS OUR METHODOLOGY This new Arival Guide presents an in-depth picture of events and how they factor into the overall

9、 decision-making of the U.S. traveler. Here are three things youll learn in this report: In August 2018, Arival undertook a comprehensive study to provide insights on the in-destination experience to help creators and sellers of attractions, activities, events, and tours understand the key trends an

10、d drivers around traveler behavior. In this study, we conducted an online survey of 1,000 U.S. adult travelers (18+) who took a trip 100+ miles from home, included an overnight stay, and engaged with a qualifying in-destination experience. Page 5 Copyright 2018 Arival LLC All Rights Reserved www.ari

11、val.travel The role of events in travel How travelers plan and book events (the path to purchase) How travel brands can capitalize on the U.S. event travel opportunity Event Horizon: The Role of Events in Travel TABLE OF CONTENTS 37 M 5 M 8 M Six Key Takeaways Role of Events in Travel and Tourism Di

12、gital Dominates the Path to Purchase How Travelers Research Events How Travelers Purchase Events For Event Booking, Travel Websites Are Nowhere Fitting the Event Square Peg in Travels Round Hole Events Longer Advance Booking Window Key Recommendations 7 7 11 11 12 14 15 16 18 Page 6 Copyright 2018 A

13、rival LLC All Rights Reserved www.arival.travel SIX KEY TAKEAWAYS Page 7 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Events are a key component of the in-destination experience, with over 40% of U.S. travelers incorporating events into their travel plans. For event travelers, the

14、 events are the most important component of the trip- planning process. Digital is key to research and booking, but the ticket window still plays a big role. Travelers book events far more in advance than they do for tours and activities, because of the schedule and capacity constraints of events. J

15、ust 1% of travelers who attend events on trips purchase their tickets through travel sites or apps, a huge missed opportunity for the online travel industry. Travelers seek convenience and best pricing in choosing a booking channel for event tickets. 4 1 2 3 5 6 37 M 5 M 8 M Page 8 Copyright 2018 Ar

16、ival LLC All Rights Reserved www.arival.travel In-destination experiences are generally focused on three main categories: attractions, activities, and tours. However, there is a significantly overlooked sector of the in-destination experience that deserves a closer look: events. What Are Events? Eve

17、nts cover a wide array of in-destination experiences. Events refer to scheduled, ticketed performances, such as performing arts or sporting events, where the traveler is a paying spectator. (Sporting activities where the traveler is the participant, such as in fishing or playing golf, is grouped in

18、Activities.) They include the following: ROLE OF EVENTS IN TRAVEL AND TOURISM Musical performances (rock, pop, classical, jazz, etc.) Festivals (Coachella, Aspen Jazz Festival, etc.) Theater (plays, musicals) Dance or ballet performances Professional or collegiate sporting events TYPES OF EVENTS Mos

19、t attendance at events is by locals. This study looks at the role events play in travel. Arival defines an event traveler as someone who has traveled at least 100 miles from home with an overnight stay over the past year and attended an event on a trip. 8 M Page 9 Copyright 2018 Arival LLC All Right

20、s Reserved www.arival.travel Almost Half of All Travelers Attend Events Events factor significantly into the trips of U.S. travelers: How Many Travelers Attend Events Nearly two in five U.S. travelers attend a concert or theatrical performance when traveling. One in four travelers attend a professio

21、nal sporting event. Nearly one in four attend a festival on a trip Event attendance is especially prominent among leisure travelers under 35 years old, as well as among business travelers. 8 M Page 10 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Events are a significant influencer

22、 on the travel habits of attendees. One in three U.S. travelers indicated that events were extremely important in their overall trip planning, more so than any other component of the trip, including the flight, hotel or other activities. Events Can Drive Trip Planning For many trips, events can play

23、 a significant or even a defining role in overall trip planning. Performances and sporting events are date and time specific, often with limited seating capacity. A traveler looking to attend a specific event such as the Indy 500, the U.S. Open, or Coachella plan their trip around specific dates tha

24、t are announced months in advance. Events such as popular Broadway shows may be sold out for weeks in advance. This means trips for these events are driven by ticket availability. While many events require advance planning due to scheduling and ticket scarcity, there are other events that travelers

25、can add last minute to their trips. For example, a cultural performance such as a luau, or a nightly entertainment show in a leisure destination such as Las Vegas or Orlando can often be added as a last-minute activity, as could walk-up tickets to a Major League Baseball game. 37 M 5 M There is a cl

26、ear traveler path to purchase for events. As with other in-destination experiences, digital channels are leading the way for discovery, shopping and purchasing. This section examines what this path to purchase looks like for events, how it differs from the other in-destination activities and provide

27、s key recommendations for brands to tap into the event opportunity. How Travelers Research Events U.S. leisure travelers predominantly use online resources to research the events they plan to attend on their trip. When researching events online, U.S. travelers rely heavily on their computers or tabl

28、ets and mobile devices (25% and 20%, respectively). In addition to leveraging online resources, U.S. travelers utilize several offline sources of information in their research process. In-person recommendations from friends and family lead the offline resources (19%). Page 11 Copyright 2018 Arival L

29、LC All Rights Reserved www.arival.travel DIGITAL DOMINATES THE PATH TO PURCHASE 5 M 8 M Page 12 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Quick Take: When going online to research events, U.S. travelers use a variety of resources. Like most other in-destination experiences, Goo

30、gle and TripAdvisor searches are prevalent. However, travelers seeking events tend to go directly to the websites or apps of event organizers (e.g. a Broadway show or Major League Baseball) as well as the websites or apps of secondary ticket marketplaces (e.g. RazorGator, StubHub, etc.) for their re

31、search. How Travelers Purchase Events Similar to their research methods, travelers rely on a mix of online and offline purchase processes. They predominantly use computers or mobile phones to book their event tickets. Event attendees use online booking channels at a higher rate than other in-destina

32、tion experiences. The primary online channel for booking event tickets is online via computer (29%). Some 14% of U.S. travelers use their mobile device to book event tickets. Events have the highest incidence of mobile device bookings of the four in-destination experience categories higher than tour

33、s, activities, and attractions. While mobile adoption lags computers usage, it will grow aggressively because mobile usage is higher among younger travelers (35 and younger), who are also more likely to attend events. Most Travelers Use Websites, Apps of Event Organizers 37 M 5 M 8 M Page 13 Copyrig

34、ht 2018 Arival LLC All Rights Reserved www.arival.travel Online & Ticket Window Key to Booking While online bookings play a significant role for events, the ticket window cannot be ignored. Like other in-destination experiences, the ticket window generates a significant portion of bookings through d

35、irect sales (13%). 5 M 8 M Page 14 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Quick Take: For Event Booking, Travel Websites Are Nowhere to Be Found U.S. travelers going online to book event tickets for their trip do not use the same websites they did when purchasing travel. Nea

36、rly one in four (23%) of travelers book their festival, arts or sporting event tickets directly through the event organizers website, while the vast majority of online bookers purchased their tickets through event ticketing websites or apps such as Ticketmaster, T or StubHub. Travel Sites Not Signif

37、icant In Booking Travelers may use some travel sites in their event research, but very few use them for purchasing. Just 3% of online purchasers said they got their tickets from a travel website such as Expedia or TripAdvisor. Since only 43% of travelers purchase their event tickets online, this mea

38、ns that just 1.3% of all travelers who attend events on a trip use a travel website to book those tickets. (3% of the 43% who purchase online). The event sector is a significant component of the in-destination experience. However, travel sites are essentially a non-factor in purchasing. * A website

39、dedicated to selling event tickets, such as Ticketmaster or StubHub 5 M 8 M Page 15 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Quick Take: Fitting the Event Square Peg in Travels Round Hole Most travel sites do not offer event tickets, with the limited exception of a few distinc

40、t types of events typically associated with travel, such as major theatrical and entertainment shows in major travel destinations (e.g. Broadway musicals in New York, shows in the major Las Vegas casino hotels etc.). There are an array of hurdles to overcome. Most sporting and performing arts events

41、 are one-time events, whereas travel services are designed to offer access to supply with consistent and recurring availability over long periods. Another concern is the confusion and competition in the event ticketing sector around primary and secondary markets. The former represents ticket sales b

42、y the event organizer or authorized reseller, while the latter represents the large network of ticket brokers and resellers, where pricing can vary significantly depending on demand. These challenges, along with significant competition from numerous online ticketing sites, can give pause to any new

43、entrant in the sector. The online travel industry may be missing out on a tremendous opportunity. Price and convenience are the main drivers for consumers booking-channel choice, and lack of awareness of current events and performances is a major inhibitor to event attendance. Travel sites have a bu

44、ilt-in advantage in knowing where and when their customers will be traveling and could deliver personalized event booking options that could appeal to the business and leisure traveler alike. The Opportunity for Online Travel 5 M 8 M Page 16 Copyright 2018 Arival LLC All Rights Reserved www.arival.t

45、ravel Quick Take: Events Longer Advance Booking Window Date-specific events with fixed seating capacity warrant early planning and booking. So its no surprise that U.S. travelers generally plan and book the event components of their trip in advance. Some 57% of event travelers researched their event

46、s at least one week in advance of travel, and 52% purchased their ticket at least a week ahead of time. This is significantly higher than attraction ticket booking, which is much more likely to happen the same day or close to the visit. More Travelers Book Events in Advance The greater level of adva

47、nce planning and booking for events suggests that events are more important in the overall trip- planning process. Indeed, events may influence other travel decisions, including transportation, accommodation as well as other in-destination experiences. 5 M 8 M Page 17 Copyright 2018 Arival LLC All R

48、ights Reserved www.arival.travel Quick Take: Not Every Event Is Booked in Advance Most events are time-specific with limited seating. So why are travelers not booking all their event tickets in advance? The advance purchase of tickets is driven somewhat by the level of importance that the event has within the trip decision. Those travelers that did not purchase tickets in advance of their trip primarily cited wanting more flexibility. The other prominent hurdle to advance purchase is simple awareness. 18% of event t