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The 2015 American TravelerOctober, 2015
Increase in American Leisure Travel
According to Destination Analysts’ July, 2015 “The State of the American Traveler” report, American travel expectations are soaring.
In their most recent survey:
• 34.3% stated that their number of leisure trips would rise compared to last year
• 35% of those polled also stated that they would increase their leisure travel spending in the next 12 months
What does this mean?
Americans are traveling again. And not only are they traveling more, but they’re spending more.
88.8%
91%
Increase/Same Amount in Leisure Travel Spending
Increase/Same Amount of Leisure Travel
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
Travel Habits:The Average Traveler vs Travel & Adventure Show
Attendees
15% state they spend $5,000 per year for leisure
travel
26% of travelers took 5 or more leisure vacations last
year
23% of travelers took 2 international trips last year
48% took regional overnight trips
Average Traveler*
40% of attendees spend over $5,000 on leisure travel per
year
43% of travelers took between 3-6 leisure vacations last year
67% of travelers took 2 international trips last year
72% took regional overnight trips
Travel & Adventure Show
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
Demographics: The Average Traveler vs Travel & Adventure Show
Attendees
30% have a household income of over $80,000
52% are married or in committed relationships
48% hold college degrees
Average Traveler
56% have a household income of over $100,000
63% are married or in a committed relationship
96% hold college degrees
Travel & Adventure Show
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
What Today’s Traveler WantsToday’s traveler wants an authentic, experiential travel experience that fully immerses them in a foreign culture. They’re looking for personalization, inspiration and self-discovery.
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
Authenticity Culinary Cultural
69%
65%*
74%
66%* 69%*
70%
Booking Influencers
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
61%Enjoy intensively planning and personalizing their vacation.
Meaning: Today’s traveler enjoys planning and
personalizing their trip just as much as taking it.
69%Look for the best deal available.
Meaning: Although today’s traveler spends more per year
on travel, they still want a deal.
10%Use a travel agent to book their
next trip.
Meaning: More travelers are booking directly with travel
brands.
45%Rely on user-generated content
when planning their trip.
Meaning: They’re trusting their peers and relying on word of
mouth communication to make their travel decisions.
Booking Resources
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
33%Use the official website of a
brand to plan their trip
Meaning: There are other resources that travelers use
besides just the official website.
38%Use their friend’s opinions.
Meaning: Word of mouth is still a powerful marketing vehicle.
48%Use social media for travel
planning.
Meaning: User generated content is becoming more and
more important to travel marketing.
51%Used print resources.
Meaning: Print publications still work for the Baby Boomer
generation.
The Travel & Adventure Show SeriesLocated in 7 Top U.S. DMA
Markets
4,000,000Traveler decisions have been influenced
by the Travel & Adventure Shows
$2 BillionIn bookings…and counting
*Information from this report was taken from Destination Analysts’ July 2015 report, “The State of the American Traveler.”
San DiegoJanuary 16-17, 2016
ChicagoJanuary 23-24, 2016
DallasJanuary 30-31, 2016
Washington, D.C.February 20-21, 2016
Los AngelesFebruary 27-28, 2016
SF/Bay AreaMarch 5-6, 2016
PhiladelphiaMarch 19-20, 2016
www.TravelShows.com