1、+1 720.410.9395 www.arival.travel Boulder,CO insightsarival.travel+1 720.410.9395 www.arival.travel Boulder,CO insightsarival.travelEVENT HORIZONThe Role of Performing Arts and SportingEvents in Travel and Tourism ANNE FAILING DOUGLAS QUINBY NOVEMBER 2018 Presented byABOUT ARIVALArival advances the 2、business of creatingawesome in-destination experiences throughevents,insights and community for Tour,Activity&Attraction providers.Our mission:establish the Best Part of Travel asthe major sector of the global travel,tourismand hospitality industry that it deserves to be.www.arival.travel Event Hori3、zon:The Role ofEvents in TravelABOUT TICKET EVOLUTIONTicket Evolution operates the largest global B2Bticketing exchange with up to$4 billion insports,theater and concert inventory runningthrough its platform at any given time.TicketEvolutions innovative white-label solutionspower inventory and fulfi4、llment for more than300 leading websites and apps,providing real-time execution,clearing&settlement.Learn more .Event Horizon:The Role ofEvents in TravelWHY YOU SHOULD READ THISCatching an unforgettable concert,seeing the hottest Broadwayshow,or finally taking in a game at a stadium youve alwaysdrea5、med of checking out.Events are quickly becoming animportant driver of the decisions travelers make.The in-destination sector tours,activities,attractions and events represents the travel industrys third-largest and fastest growingsector.The travel industry has begun paying more attention totours,att6、ractions,and activities,and is getting much better atmarketing and delivering those services to travelers.But events,especially performing arts and sporting events,remains anunderserved part of the sector.This often-overlooked subset of the in-destination experiencegenerates destination visitation a7、nd is a key component of travelplanning decisions.The travel industry seems to often ignore theimpact that events such as concerts,festivals,and sporting eventshave on the purchasing decisions of U.S.travelers.Simply put,thetravel industry is leaving money on the table.Page 4 Copyright 2018 Arival L8、LC All Rights Reserved www.arival.travel Event Horizon:The Role ofEvents in TravelWHY YOU SHOULD READ THIS OUR METHODOLOGYThis new Arival Guide presents an in-depth pictureof events and how they factor into the overalldecision-making of the U.S.traveler.Here arethree things youll learn in this repor9、t:In August 2018,Arival undertook a comprehensive study toprovide insights on the in-destination experience to helpcreators and sellers of attractions,activities,events,andtours understand the key trends and drivers aroundtraveler behavior.In this study,we conducted an onlinesurvey of 1,000 U.S.adul10、t travelers(18+)who took a trip100+miles from home,included an overnight stay,andengaged with a qualifying in-destination experience.Page 5 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel The role of events in travel How travelers plan and book events(the path to purchase)How travel 11、brands can capitalize on the U.S.event travelopportunity Event Horizon:The Role ofEvents in TravelTABLE OF CONTENTS37 M5 M8 MSix Key Takeaways Role of Events in Travel and Tourism Digital Dominates the Path to Purchase How Travelers Research Events How Travelers Purchase Events For Event Booking,Tra12、vel 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 Arival LLC All Rights Reserved www.arival.travel SIX KEY TAKEAWAYSPage 7 Copyright 2018 Arival LLC All Rights Reserved w13、ww.arival.travel Events are a key component of the in-destination experience,with over 40%of U.S.travelers incorporating events intotheir travel plans.For event travelers,the events are themost important component of the trip-planning process.Digital is key to research and booking,butthe ticket wind14、ow still plays a big role.Travelers book events far more in advancethan they do for tours and activities,because of the schedule and capacityconstraints of events.Just 1%of travelers who attend events ontrips purchase their tickets through travelsites or apps,a huge missed opportunityfor the online 15、travel industry.Travelers seek convenience and bestpricing in choosing a booking channel forevent tickets.41235637 M5 M8 MPage 8 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel In-destination experiences are generally focused on three maincategories:attractions,activities,and tours.H16、owever,there is asignificantly overlooked sector of the in-destination experiencethat deserves a closer look:events.What Are Events?Events cover a wide array of in-destination experiences.Eventsrefer to scheduled,ticketed performances,such as performing artsor sporting events,where the traveler is a17、 paying spectator.(Sporting activities where the traveler is the participant,such as infishing or playing golf,is grouped in Activities.)They include thefollowing:ROLE OF EVENTS IN TRAVELAND TOURISMMusical performances(rock,pop,classical,jazz,etc.)Festivals(Coachella,Aspen Jazz Festival,etc.)Theater18、(plays,musicals)Dance or ballet performances Professional or collegiate sporting events TYPES OF EVENTSMost attendance at events is by locals.This study looks at the roleevents play in travel.Arival defines an event traveler as someonewho has traveled at least 100 miles from home with an overnightst19、ay over the past year and attended an event on a trip.8 MPage 9 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Almost Half of All Travelers Attend Events Events factor significantly into the trips of U.S.travelers:How ManyTravelers AttendEventsNearly two in five U.S.travelers attend20、 a concertor theatrical performance when traveling.One in four travelers attend a professionalsporting event.Nearly one in four attend a festival on a trip Event attendance is especially prominent among leisure travelersunder 35 years old,as well as among business travelers.8 MPage 10 Copyright 201821、 Arival LLC All Rights Reserved www.arival.travel Events are a significant influencer on the travel habits of attendees.One in three U.S.travelers indicated that events were extremelyimportant in their overall trip planning,more so than any othercomponent of the trip,including the flight,hotel or ot22、her activities.Events Can Drive Trip PlanningFor many trips,events can play a significant or even a defining rolein overall trip planning.Performances and sporting events are dateand time specific,often with limited seating capacity.A travelerlooking to attend a specific event such as the Indy 500,t23、he U.S.Open,or Coachella plan their trip around specific dates that areannounced months in advance.Events such as popular Broadwayshows may be sold out for weeks in advance.This means trips forthese events are driven by ticket availability.While many events require advance planning due to scheduling24、 andticket scarcity,there are other events that travelers can add lastminute to their trips.For example,a cultural performance such as aluau,or a nightly entertainment show in a leisure destination suchas Las Vegas or Orlando can often be added as a last-minuteactivity,as could walk-up tickets to a 25、Major League Baseball game.37 M5 MThere is a clear traveler path to purchase for events.As withother in-destination experiences,digital channels are leadingthe way for discovery,shopping and purchasing.This sectionexamines what this path to purchase looks like for events,how it differs from the othe26、r in-destination activities andprovides key recommendations for brands to tap into theevent opportunity.How Travelers Research Events U.S.leisure travelers predominantly use online resources toresearch the events they plan to attend on their trip.Whenresearching events online,U.S.travelers rely heav27、ily on theircomputers or tablets and mobile devices(25%and 20%,respectively).In addition to leveraging online resources,U.S.travelers utilize several offline sources of information in theirresearch process.In-person recommendations from friendsand family lead the offline resources(19%).Page 11 Copyr28、ight 2018 Arival LLC All Rights Reserved www.arival.travel DIGITAL DOMINATES THEPATH TO PURCHASE5 M8 MPage 12 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Quick Take:When going online to research events,U.S.travelers use avariety of resources.Like most other in-destinationexperien29、ces,Google and TripAdvisor searches are prevalent.However,travelers seeking events tend to go directly to thewebsites or apps of event organizers(e.g.a Broadway show orMajor League Baseball)as well as the websites or apps ofsecondary ticket marketplaces(e.g.RazorGator,StubHub,etc.)for their research30、.How Travelers Purchase Events Similar to their research methods,travelers rely on a mix ofonline and offline purchase processes.They predominantly usecomputers or mobile phones to book their event tickets.Eventattendees use online booking channels at a higher rate thanother in-destination experienc31、es.The primary online channelfor booking event tickets is online via computer(29%).Some 14%of U.S.travelers use their mobile device to bookevent tickets.Events have the highest incidence of mobiledevice bookings of the four in-destination experiencecategories higher than tours,activities,and attract32、ions.Whilemobile adoption lags computers usage,it will grow aggressivelybecause mobile usage is higher among younger travelers(35and younger),who are also more likely to attend events.Most Travelers UseWebsites,Apps ofEvent Organizers37 M5 M8 MPage 13 Copyright 2018 Arival LLC All Rights Reserved ww33、w.arival.travel Online&Ticket WindowKey to BookingWhile online bookings play a significant role for events,theticket window cannot be ignored.Like other in-destinationexperiences,the ticket window generates a significantportion of bookings through direct sales(13%).5 M8 MPage 14 Copyright 2018 Ariva34、l 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 donot use the same websites they did when purchasing travel.Nearly one in four(23%)of travelers book their festival,arts or35、sporting event tickets directly through the event organizerswebsite,while the vast majority of online bookers purchasedtheir tickets through event ticketing websites or apps such asTicketmaster,T or StubHub.Travel SitesNot SignificantIn BookingTravelers may use some travel sites in their event resea36、rch,butvery few use them for purchasing.Just 3%of online purchaserssaid they got their tickets from a travel website such as Expediaor TripAdvisor.Since only 43%of travelers purchase their eventtickets online,this means that just 1.3%of all travelers whoattend events on a trip use a travel website t37、o book thosetickets.(3%of the 43%who purchase online).The event sectoris a significant component of the in-destination experience.However,travel sites are essentially a non-factor in purchasing.*A website dedicated to selling event tickets,such as Ticketmaster or StubHub5 M8 MPage 15 Copyright 2018 38、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 limitedexception of a few distinct types of events typically associatedwith travel,such as major theatrical and entertainment showsin m39、ajor travel destinations(e.g.Broadway musicals in NewYork,shows in the major Las Vegas casino hotels etc.).Thereare an array of hurdles to overcome.Most sporting andperforming arts events are one-time events,whereas travelservices are designed to offer access to supply with consistentand recurring a40、vailability over long periods.Another concern is the confusion and competition in the eventticketing sector around primary and secondary markets.Theformer represents ticket sales by the event organizer orauthorized reseller,while the latter represents the largenetwork of ticket brokers and resellers41、,where pricing can varysignificantly depending on demand.These challenges,alongwith significant competition from numerous online ticketingsites,can give pause to any new entrant in the sector.The online travel industry may be missing out on atremendous opportunity.Price and convenience are the maind42、rivers for consumers booking-channel choice,and lack ofawareness of current events and performances is a majorinhibitor to event attendance.Travel sites have a built-inadvantage in knowing where and when their customers will betraveling and could deliver personalized event booking optionsthat could 43、appeal to the business and leisure traveler alike.TheOpportunity forOnline Travel5 M8 MPage 16 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Quick Take:Events Longer Advance Booking Window Date-specific events with fixed seating capacity warrant earlyplanning and booking.So its no 44、surprise that U.S.travelersgenerally plan and book the event components of their trip inadvance.Some 57%of event travelers researched their eventsat least one week in advance of travel,and 52%purchased theirticket at least a week ahead of time.This is significantly higherthan attraction ticket booki45、ng,which is much more likely tohappen the same day or close to the visit.More TravelersBook Events inAdvanceThe greater level of advance planning and booking for eventssuggests that events are more important in the overall trip-planning process.Indeed,events may influence other traveldecisions,inclu46、ding transportation,accommodation as well asother in-destination experiences.5 M8 MPage 17 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Quick Take:Not Every Event Is Booked in Advance Most events are time-specific with limited seating.So why aretravelers not booking all their even47、t tickets in advance?The advance purchase of tickets is driven somewhat by thelevel of importance that the event has within the trip decision.Those travelers that did not purchase tickets in advance of theirtrip primarily cited wanting more flexibility.The otherprominent hurdle to advance purchase i48、s simple awareness.18%of event travelers only found out about the performancelast minute,while 15%and 14%did not think about and did notknow what they wanted to do,respectively.This lack ofdiscovery offers an opportunity that travel brands may be bestpositioned to capitalize on,as it is they not tic49、keting sellers who know when and where their customers are traveling.Lack of AwarenessInhibits AdvancePurchaseKEY RECOMMENDATIONSPage 18 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Events represent a missed opportunity for travelbrands,which sell a paltry amount of event ticketsi50、n relation to the travel demand they generate.Travel brands must plan for events in two ways:Events drive travel they are a primarymotivator for travel and influence thepurchasing of transportation,accommodationand other travel services.Consider offering event tickets travelersseek booking convenien51、ce,and the ability toaccess events and other experiences couldenhance customer stickiness to a travel brand.Event Horizon:The Role ofEvents in TravelPage 19 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel Events arent easy,and they are not like mosttravel products.The products,pricin52、g,availabilityfor events can change daily,unlike the customertravel product(hotel or tour)which is more or lessthe same and recurring.Travel brands must develop flexible approachesand partnerships to accommodate the distinctparameters of event ticket shopping and booking.This is easier than ever with many event ticketresellers offering APIs and other solutions to enableevent ticket distribution.Event Horizon:The Role ofEvents in TravelPage 20 Copyright 2018 Arival LLC All Rights Reserved www.arival.travel