Americans aren’t reducing all of their technology usage, however. Programs that help speed up and simplify tasks – like ordering groceries online, meal delivery, ride sharing, and online shopping – continue to increase in popularity as smartphone-native Trailing Millennials grow their usage and teach their Gen. X parents and Boomer grandparents. People certainly are using significant amounts of digital data, but the trend is shifting away from using it for socialization, and more towards polishing off “jobs” to more quickly get to authentic, in-person interactions.
Most importantly, however, is the effect the State of Permanxiety is having on where people want to go. For the first time in the four years of our study, the number one emotional driver which inspired people to visit an attraction was the desire to seek out “a place that made me feel that I am welcome” (29%). Te world is in a difficult period of divisive transition, with – at times - unfortunate marginalizing consequences (even Sir David Attenborough, famed naturalist, opened last December’s UN climate talks with the warning that the “collapse of civilization is on the horizon”). In this environment, people are seeking places where they are welcome and safe; and we have to ask ourselves,
“Is my attraction welcoming and safe for everyone?”
Similarly to previous years, travelers are commonly motivated by something that’s good for the family (26%), and continue to seek new and unique experiences (27%), even more so than five years ago. Both Trailing Millennials and Blacks lead the pack in seeking out these fresh experiences.
A quarter of 2018 travelers noted that the opportunity to unplug and relax is what drove them to visit a specific attraction. As you make your plans for this year and beyond, what steps are you taking to make your destination more relaxing, and less tied to headline-enabling smartphones? Travelers are seeking places to get outdoors and reconnect with nature. While destinations like theme parks and zoos are naturally outdoor-prominent, how can other attractions add gardens, parks, and other peaceful places bathed in sunshine? Lastly, these visitors are looking for environments where they can reconnect and deepen their relationships with their friends and family –
thow are you innovating
o facilitate that bond they so desperately seek?
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