Destination loyalty and not price driving tour visitors
“Destination loyalty” drives the majority of decisions about where to go on vacation, according to a new 2007 telephone survey conducted for the US Tour Operators Association.
A full two-thirds (66%) of 1,000 consumers polled said that place is the most important factor when planning a vacation.
“Price and value are also important elements, but for this majority group, they tend to be considered after the destination decision has been made,” says the study.
The largest group of respondents, or more than one third, said they choose a destination first and then shop for the best value. Another 19% reported that they travel to the destination they want, regardless of price and value; and 12% said that they shop for the best value among several preferred destinations.
Only 16% of respondents said that they shopped for the lowest price before choosing a destination.
“When it comes to where to go on vacation, people tend to prefer returning to destinations they like,” the report says.
Nearly a third of Americans polled said they typically repeat favorite vacation spots, but sometimes try new destinations. Another quarter said they stick to a few tried and true places.
According to Bob Whitley, USTOA president, tour operators’ products clearly reflect the desire to return to a favorite destination. He said:
“We have seen a marked trend toward tour operators offering itineraries that focus on a single area or destination. This clearly responds to the repeat traveler who wants to learn more about the history and culture of an area.”
More than half of respondents cited both an interest in visiting unfamiliar places and a wish to discover more about a destination’s history or culture as key reasons that would motivate them to choose a tour or vacation package.
Other frequently cited reasons for choosing a tour or vacation package include convenience (45%) and safety (40%).
When it comes to key motivators for taking a tour or vacation package, younger respondents (18 – 34) scored higher across the board for potential to take a tour or vacation package than any other age group. Main motivators were seeing unfamiliar places (68% of respondents), to find out more about an area’s history and culture (67%), and convenience (54%).
“The research results underscore the importance of selling the experience of escorted tours and packages. Savvy travel agents can point out the benefits of traveling with an expert tour manager as well as the added insights into an area’s history and culture provided by local guides,” said Mr Whitley.
Report by David Wilkening
John Alwyn-Jones
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