Slide 1

Objectives

Methodology

Trip
Activities

Understanding Trip Activities

Activity Grouping

Developed Activities

Natural Activities

Developed Experiences

Natural Experiences

Traveler Segments

Active Empty Nesters

Active Families

Natural Families

Urban Cowboys

Economy Seekers

Comparing the States

Comparing the States

Comparing the States

Comparing the States –

California

Arizona

Colorado

New Mexico

Washington

Wyoming

Idaho

Montana

Montana

Montana Activities

Montana Activities

Perceptual Map

Changing the State’s Image

Targeting the
Segments

Marketing Differences

Conclusions & Recommendations

Conclusions & Recommendations