The New American Traveler
A day does not pass and generally more than once a day, when a friend, client or new acquaintance asks me “how is the travel business doing?” I thought it an appropriate time to share some information being distributed throughout the travel industry network.
Much of this information was obtained by Ypartnership and Harrison Group during a 30 minute online interview conducted in February. Participants were over 18 years of age, residents of the U.S., had an annual income above $50,000, and had taken at least one leisure trip requiring overnight accommodations during the previous 12 months.
Although most economists have determined the Great Recession over, it continues to weigh heavily on the minds of consumers. Spending on travel continues to attract nearly a quarter of a trillion dollars each year. The average American traveler took four leisure trips during the past year and spent more than $3,500 on leisure travel services.
Data suggests the U.S. leisure travel market has finally stabilized and an increase in demand is forecasted for the year ahead. Among affluent households, 20% plan to take more leisure trips and only 9% stated an intention to take fewer.
The impact of the economy has not been entirely negative. A majority of travelers indicate in some way today’s economic challenges have actually improved their lives:
* 86% agree difficult times have helped them focus on the things that matter in life
* 86% agree they have made their households more fiscally responsible
* 80% agree that despite the recession their family has grown closer
* 79% agree they have become much smarter shoppers
People seem to have reaffirmed their priorities by focusing on family and friends rather than consumption and acquisition. While many see difficult challenges unfolding for society, consumers seem to be more resourceful and are maintaining their optimism.
I believe our client’s expectations are exceptionally high and they are definitely interested in the greatest return for their travel dollar. Ultimately, travelers are looking for experiences that will add to their sense of happiness and delight of their families.
Without a doubt some of our happiest travelers are those who have elected to experience life celebrations with their families on a vacation. Selecting the right destination and type of trip is very individualized and requires conversation about the priorities of the family members, as well as the age diversity. But the rewards are immeasurable.
There are common patterns that are identifiable among travelers that are determined strictly by attitude, not demography (age, income, gender, etc.) which reveal values and motivations unique to their travel selections.
Four different traveler categories can be identified:
Sensationals make up 28% of all leisure travelers and the youngest of the four groups with a mean age of 40. They tend to be professional singles and couples with a preference for action and the club life. They also favor adventure and outdoor vacations, spa destinations, and travel primarily to play. They are particularly receptive to travel deals.
Families represent 23% of all leisure travelers. They are family-vacation-oriented with a mean age of 42, generally dual-income households with children under 18 and are package oriented, with an all-inclusive travel option. Their preferences include theme parks, predictable experiences, cruises and beach vacations. They are safety-conscious.
Touristers represent 23% of all leisure travelers. They are happily married and the second-oldest group with a mean age of 47. This group is entrepreneurial driven to succeed and favor “no-mistake” travel. They view travel as an opportunity to learn. They take the most trips with a focus on family and high-end global destinations.
Extraordinaires make up 26% of all travelers and are the most senior group with a mean age of 52. More than 30% are grandparents. They tend to be wealthy empty-nesters seeking urban cultural experiences with a particular interest in museums, nature and the theatre. European and other more exotic destinations such as Africa, Iceland, Antartica and Aisa, are highly preferred. They have a penchant for boutique hotels and resorts.
A professional travel manager while consulting with travelers will assist in their selection of a vacation that best fits their lifestyle, expectations and budget. Every traveler wants to be certain they are getting a great value and a vacation that meets their expectations. A travel professional will research options with regard to price and create a complete vacation experience with personalized attention to all details.
