1. CONSUMER VALUE AND LIFESTYLE TRENDS / INDICATORS JOHN POIMIROO, POIMIROO & PARTNERS

2. 2010 - YEAR OF THE BED BUG

3. TOP 10 TRAVEL ACTIVITIES 1.Visiting friends and relatives 2.Sightseeing 3.Beaches/waterfronts 4.Zoos/aquariums/science museums 5.National Parks 6.State Parks 7.Going on a cruise 8.Theme Parks 9.Visiting a City 10.Visiting a mountain area Source: travelhorizons™, July 2009

4. Not a week goes by Continued threats Inconveniences to travel Greater employment of technology Greater intrusion on personal privacy Airline delays and mergers Frustrated travelers THE IMPACT OF TERRORISM

5. LOWERED BUDGETS, NOT LOWERED EXPECTATIONS Comfort Travel  Pampering without the cost  Retro lodging with contemporary services

6. BOOMERS OLDER BOOMERS (1946 – 1954) 15% of leisure travelers 4.4 leisure trips/year YOUNGER BOOMERS (1955 – 1964) 21% of leisure travelers 4.1 leisure trips/year Boomers now are 46 to 64 years old

7. X GENERATION  Born 1965 – mid 1970s (41 million)  Career oriented  Entrepreneurial (Think Dot Com)  Transition from job to job, easily  Pragmatic  Friends are important to them  First computer generation – online buyers  Frustrated home buyers  Some travel with parents or give kids to parents and travel as couples  Skeptical of advertising claims

8. Born mid- 1970s - 2002 Echo Boomers (1982 – 1995) 51 million Inherently Wired  Cell phones  Email  Blogs  Virtual tribes Friends as Family  3 in 4 working mothers; 1 in 4 single parent families I am my own person  Communications must be hip and popular without looking commercial Meaningful life  Public service is important Not career ladder oriented Spontaneous travel decisions Travel with friends Pessimistic about their future Y GENERATION (MILLENNIALS)

9. Z GENERATION (GENERATION ALPHA) Born 2003 - 2010  The children of Gen Xs and some millennials  Entirely born in the 21 st century  At the edge of becoming players  Influence Gen X travel decisions  Very hip about pop culture, influenced by media  Making purchase and life decisions earlier  i.e., They want gift cards for Christmas  Highly connected  Impatient, instant-minded  Lack ambition  Consumer oriented  Individualistic  Structured lives – day care, youth sports, after-school programs

10. FAMILY TRAVELERS 23% of U.S. adult leisure travelers are a parent or parents with children 7% of adult leisure travelers are grandparents with grandchildren Multi-generational travel (Vacation Homes) Dual wage earners Single-parent households Split vacations due to divorce Scheduling conflicts - youth sports, school years, compressed vacations, work conflicts Simplified vacations – all inclusive, packaged Shift from camping to lodging Combination of tent camping with RVs, yurts, tent cabins, cabins, park models or lodging. Ethnic, non-camping families Multiple family travel 50% know another group of campers Source: travelhorizons™, July 2009

11. SOLO TRAVEL 11% of U.S. adult travelers 4.3 trips per year Mostly single travelers Increasingly, a Choice Independence Greater contact with locals Greater interest by locals More time for yourself More challenging, enriching, expanding Focus on the destination, culture, history, not on your traveling companion Personal growth Source: travelhorizons™, July 2009

12. 18% of U.S. adults travel with pets (29.1 million) 78% dogs 18% cats 76% in cars 10% in RVs 6% fly Continental kennel Pet-friendly lodging AAA Guide Dog walking tours of France and the wine country Pet Passports TRAVEL WITH PETS Source: travelhorizons™, July 2009

13. X-gens, Y-gens and Boomers  Voluntourism  Edutourism  Adventure Travel  Travel with a purpose  Travel with meaning PURPOSE-DRIVEN TRAVEL Angel Island State Park

14. Take a hike and call me in the morning Childhood obesity and diabetes For Physical and Mental health Unplug and go outside PARK PRESCRIPTIONS

15. ENVIRONMENTAL TRAVEL 79% of U.S. adults say they’re environmentally conscious Yet, they won’t pay extra to support environmentally-friendly travel providers They want more for the same price Source: travelhorizons™, July 2009

16. LATINO TRAVELERS

17. 8 consecutive months of growth International visitors spent $11.6 billion on travel to and within the United States in August—$1.6 billion more than the previous August Total international visitor spending in the United States has increased, on average, $1.0 billion a month in 2010. Top markets for public lands: Germany/Austria UK The Netherlands INTERNATIONAL TRAVEL

18. TRAVEL FROM CHINA 61% increase $3.5 billion in 2008

19. POIMIROO & PARTNERS JOHN@POIMIROO.COM