The average American traveler took four leisure trips during the past year and spent more than $3,500 on leisure travel services.
A leisure trip is 75 miles or more from home, requiring overnight accommodations.
Four different groups of leisure travelers emerged from this study:
(1) 'Sensationals' or 28% of leasure travelers: Average age of 40 years; professional singles and couples with a preference for action or the club life.
(2) 'Familias' or 23% of leasure travelers: Average age of 42 years, family vacation oriented, dual-income households with children under 18 with a preference for package-travel.
(3) 'Touristers' or 23% of leasure travelers: Average age of 47 years, happily married, entrepreneurial and driven to succeed and favor 'no-mistake' travel. This group travels more and spends more per trip than the other three groups.
(4) 'Extraordinaires' or 26% of leasure travelers: Average age of 52 years, more than one- third are grandparents, wealthy, empty nesters seeking urban cultural experiences.
Today's consumers are described as 'newly resourceful'. They have reaffirmed their priorities and discovered that living with less was not as burdensome as they expected.
Because of the ever-growing array of easy-to-use internet tools, consumers visit an average of 20 websites before actually making a travel purchase. Consumers are asking for and receiving instant feedback on price, value and suitability and read countless reviews.
Consumers were asked to identify the fear most likely to keep them from planning a vacation. It was the fear of overpaying and that's why they spend so many hours researching travel on-line. But, for all the talk of the new frugalness, it is not just price that determins consumer choices. They don't want to give up luxury. They want another layer of feeling good about going on vacation. They want to be connected in a good way. Travel remains an entitlement for many, but it does need to parallel their values. Consumers are now giving themselves 'permission' to travel if the intended travel involves anything to do with family, relationships, or getting in touch with oneself. Two-thirds of leisure travelers based a trip or vacation on a life event such as a wedding, birthday or anniversary celebration during the last year.
The leisure traveler age profile is: 64+ 11%; 45-63 45%; 32-44 30%; 18-31 14%. The age profile of those leasure travelers using traditional travel agents is: 64+ 13%; 45-63 39%;
32-44 28%; 18-31 20% The echo-boomer group (18-31 years) represent 14% of the total population of leisure travelers, but they also represent a significantly higher 20% percent of the leisure travelers who used traditional travel agents. Why? Their longer acquaintance with the internet is 'old hat'. They are not nearly as taken in with what they may find on the Web. They are pushing back from overload and the amount of time it takes for on-line research.
The study also reported that, based on factors other than age, including gender, ethnicity and income, Women, Asians and the affluent are overrepresented among travel agency clients
There is a new travel consumer mindset. Given the present economy and difficult times for family and fiends, it is still OK to travel if you personally have good reason and the justification to do so.
SUMMARY OF AMADEUS NEWSLETTER
More and more consumers are frustrated by travel web sites and are unsure of what they're buying, according to a recent Forrester Research report. As a result, the number of travelers who would consider using a traditional off-line travel agency increased 26% in 2009.
Forrester's report also indicates this turnaround as consumers realize the do-it-yourself on-line approach doesn't always grant them access to the choicest deals, the best trip options or smoothest travel experience, while using traditional travel agencies do.
15% fewer travelers enjoy using the Web.
The number of on-line travel hunters who believe web sites do a good job of presenting travel choices has dropped to 1 in 3.
More travelers believe their business is taken for granted by travel web sites.
travel is a must!
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