INFOGRAPHIC Traveler Tastes for 2018: To Chill or seek Thrills?

TT Taste Lab - relaxing

As 2017 winds down we’re sharing some fresh traveler preference data to help marketers target the world’s top 10 markets next year. It’s not your typical list of up-and-coming destinations (you can always find those here). Nor is it a list of popular activities or themes. Those have been covered thoroughly.

Our goal is to capture traveler sentiment on a broader scale: to go beyond the what, how or where to understand the why. We’re looking for what truly motivates travelers — the intangible result they want from a vacation — beyond any specific event or criteria.

For many, it means a chance to rest and relax. For others it may be an opportunity to recharge through active exploration. To capture these seemingly opposite objectives, there is a Relaxing vs Active preference slider on TripTuner.com and throughout much of our partner network.

This infographic is based on 1st party data (anonymized and aggregated) from 1 million inputs on that slider across the TripTuner network through December 26, 2017. It shows how travelers in the world’s top 10 outbound countries (as defined by the UNWTO) rank in their desire to relax or be active when on holiday or vacation.

This data is unique in three respects:

  • Actions, not words: it’s based on what users do, not what they say in a survey or review.
  • Qualitative sentiment: by focusing on intangible criteria (e.g. relaxing or active) it offers deeper insight than a model based on quantitative booking data.
  • Captures nuance: preferences are indicated on a sliding scale (what blend of relaxation and activity is desired) instead of a binary preference (do you want to relax OR be active?).

It’s the first of a series of reports we’ll share in the coming year from the TripTuner Taste Lab. So stay tuned for more as we continue to mine an ever-increasing trove of first-party preference data.

 

Feeling Right at Home on a Minneapolis Business Trip

It was good to be squinting.  The rising August sun beamed off Lake Minnewashta, fragmenting into millions of diamonds around my paddle as a gentle breeze offset the rising temperature.  It’s a business trip, and I’m on a paddleboard.  Sweet, right?

Minnesota, paddleboard, SUP, lake, travel

Experiencing a place like a local resident is a desire for many travelers these days.  Lately, it’s increasingly a key ingredient for business trips as well.  Just look at airbnb’s business travel tagline: “Travel for work, feel at home.” 

On a recent trip to a Minneapolis conference, I rode this trend like Paul Bunyan on Babe the Blue Ox. Here’s how I rolled (in an intentionally non-numeric list, because the world has reached listicle peak):

No Hotels for Homies.  Like most business travelers, I usually stay at hotels.  But for this trip I pulled an “airbnBRO”, staying at my brother’s house about 25 minutes southwest of the Minneapple.  No big deal, right?  We’ve all stayed with family.  But the traditional conference strategy is to stay close to the event so you can gorge on the precious face time (the real, in person kind) that paradoxically eludes us in today’s hyper-connected world.  A growing number of business travelers however, want to a more feel at home.  Nowadays it’s not rare for a team of colleagues to rent a house for a business trip.  Staying at an airbnb – or a bed in my brother’s pinball arcade basement – is increasingly a viable business stay option for those who want to feel at home.  Feel me, Homie?

Early bird get that worm.  This isn’t a new trend but if The Wire’s Marlo Stansfield says it, you better listen up.  Conferences often beget late-night benders, but keeping a disciplined at home routine is key to bringing your A game on the road.  This means carving out time by getting up early to meditate, plan the day, hang upside down – whatever gets you going.  If you’re not a morning person (or binged the night before) it may be tough.  But you’ll feel better afterwards, and will have the rest of your day to maximize your chances for serendipitous meetings like Zappos Founder Tony Hsieh does.

Work Work Work Work Work (out).  Keeping a home routine on the road often means exercising, even if only to help clear your mind.  As an entrepreneur my mornings are often chock full of ideas that gestate overnight.  Multiply that by 10x on a business trip.  I was lucky to be staying where I could get out on the lake by paddleboard or canoe for 20 minutes each morning.  It set the tone for the day and let me reflect on a previous day’s meeting that sparked a new go-to-market strategy.  No lake, you say? Poor soul. Try this 15 minute high intensity routine in your room.  Any time, any place.

Get some culture.  Wherever you go, there’s a local culture to explore.  For me, it was the Minneapolis music scene.  For those who aren’t fans of Prince (BTW what’s wrong with you?) Minneapolis is where he got his start.  The week Prince died, my brother planned to go to one of his many public, come-as-you-are house parties at his home/studio complex in Chanhassen.  I missed out on those but made the pilgrimage to share in the outpouring of love and support shown by the mass of mementos placed in tribute to the Purple One.  It had special significance for me as a fan but also as a former DJ on the station credited with “breaking” Prince, KMOJ-FM (shout out to Q-Bear, Chazz and the crew).  For more culture in Minneapolis, try the Walker Art Center, and if the elevator tries to bring you down…go concert crazy at legendary First Ave, where Prince filmed Purple Rain’s concert scenes.

MInnesota, Paisley Park, Prince, travel

Eat Local Fare.  This is definitely one area where you’ll need to be flexible about breaking from routine.  At home I usually don’t consume much dairy, and have recently explored gluten-free options (even though I’m not celiac – another trend).  Traveling to the milk and grain midwest heartlands forced me to suck it up and eat local fare: bring on the deep-fried salty cheese curds and local walleye fish tacos from Lake Minnetonka!

Take Care of Business.  Oh yeah, that.  The main reason for my trip.  No trend here – your bottom line should always remain first.  Even though I stayed outside of the city and it required more effort, my “feel at home on business travel” approach yielded insightful meetings, creative inspiration and a chance to dip my toes in the local culture.  Plus quality time with my brother and his family.  A win on all fronts! #StayTTuned

 

 

 

The Fisherman: You’re Already Home

Last night I had the pleasure of presenting to the DC Lean Startup Circle community.  The theme was around the hidden costs of following the Lean startup methodology, and I closed with an abridged, slightly mangled version of this parable about a fisherman in Mexico.  As a make-good I’m posting the complete version below.

The point I was making is that in life there’s often a tendency to size up how you rate versus something else: another person, company, or lofty goal.  This is exacerbated in a startup, and particularly for practicians of Lean, where close monitoring of metrics, A/B testing and constant challenging of assumptions are key tenets.  It can be often grueling work towards what seem like moving targets.  But if we’re passionate about what we’re doing right now, that won’t matter.  We’ll still be making progress, but we’ll enjoy the journey.  LIke the fisherman, we’ll “already be home” (a phrase inspired by a similarly named Jay-Z track).  Here’s the story:

A boat docked in a tiny Mexican village. An American tourist complimented the Mexican fisherman on the quality of his fish and asked how long it took him to catch them. “Not very long,” answered the Mexican. “But then, why didn’t you stay out longer and catch more?” asked the American. The Mexican explained that his small catch was sufficient to meet his needs and those of his family. The American asked, “But what do you do with the rest of your time?” “I sleep late, fish a little, play with my children, and take a siesta with my wife. In the evenings, I go into the village to see my friends, have a few drinks, play the guitar, and sing a few songs … I have a full life.” The American interrupted, “I have an MBA from Harvard and I can help you! You should start by fishing longer every day. You can then sell the extra fish you catch. With the extra revenue, you can buy a bigger boat. “And after that?” asked the Mexican. With the extra money the larger boat will bring, you can buy a second one and a third one and so on until you have an entire fleet of trawlers. Instead of selling your fish to a middle man, you can then negotiate directly with the processing plants and maybe even open your own plant. You can then leave this little village and move to Mexico City, Los Angeles, or even New York City! From there you can direct your huge new enterprise.” “How long would that take?” asked the Mexican. “Twenty, perhaps 25 years,” replied the American. “And after that?” the Mexican asked. “Afterwards? That’s when it gets really interesting,” answered the American, laughing. “When your business gets really big, you can start selling stocks and make millions!” “Millions? Really? And after that?” “After that you’ll be able to retire, live in a tiny village near the coast, sleep late, play with your children, catch a few fish, take a siesta with your wife and spend your evenings drinking and enjoying your friends.”

 

 

 

Marketing Tips from a 6 year old

So anyone who’s a parent or who’s been around younger kids are amazed at how quickly their young fingers become adept with our iPhones and iPads. And yes, listening to fathers gloat about their kids’ accomplishments can get tiresome.

But I gotta give it up to my daughter. Just started 1st grade and I think she’s ready to help run my web startup. One recent morning, she let out this zinger: “Daddy, how can people you don’t know get to your website?” I was flabbergasted. Just the other day a friend asked for my elevator pitch. And I was ready (it’s a web app for personalized trip ideas and on demand expert advice). But my daughter stumped me. Here I was, giggling on the outside but somehow stymied as I searched for a simple kid-friendly explanation of my marketing strategy! “Well…ah…you know, first you have to create something that people want…so that when they want to read about something…or, when they are searching for something that you have, you want to make sure they click on your site.” I totally flubbed it. How the hell am I going to pitch potential investors? Fortunately my wife chimed in: “you know, it’s just like when you search for Jonas Brothers videos on YouTube.” My daughter got the relevant example. “Oh. So you make it so people can find something they like on your website.”

Now as any entrepreneur knows, marketing is critical to any new business – the old adage about building a better mousetrap (and how the world will beat a path to your door) doesn’t hold true anymore. Finding a core group of “earlyvangelists” or champions for your product is critical to its success for sure. But continued growth will need to come from new customers – the strangers my precocious daughter was talking about. Fortunately I do have a plan, and part of it is something you can participate in. Please take the quick 3-minute survey at http://svy.mk/my6yrold

to see if you fit into our target market (or at least what we think it is). If you’re selected, we’ll give you a chance to earn gift certificates to your favorite places like iTunes, Amazon or Starbucks. And in the process, you’ll be helping out an entrepreneur trying desperately trying to stay one step ahead of his 6-year-old daughter. Which may just ensure success!