Targeting in travel is more important than ever
About 124 million Americans took a vacation in the past year, amounting to 55% of the adult population. They typically took three trips per year, spending $1,500 and traveling 1,200 miles from home, says a new survey.
Traveling by car continues to be the top form of transportation for a vacation trip; however, at least one trip per year is by plane, said the study from American Express and Travel Industry Association (TIA).
Generally, vacation travelers take at least two vacation trips that include hotel stays, but the most common accommodations are friends’ or relatives’ homes (24%) and moderately priced hotels or motels (19%).
Americans most often take a vacation trip with their spouse or significant other (62%). The most popular trip destinations are cities and urban areas (39%), followed by small towns and rural areas (26%), and ocean beaches (23%). The most popular activities are sightseeing (51%) and shopping (51%).
What is the ideal vacation trip? The report found that overall, rest and relaxation and spending time with significant others are the most important attributes of an ideal vacation. Vacation travelers would like to travel more by plane and by ship and, not surprisingly, would like to double the length of their average trip.
While spending time with family is an important aspect of leisure travel, it’s currently the most fulfilled need of the vacation traveler. Freedom, escape, and spending time with one’s significant other are less fulfilled.
“While the American love affair with the vacation trip is still strong, this research reveals that the travel industry has the opportunity to do much more to enhance the vacation experience for travelers of all ages, family types, and motivations,” said Lisa Gregg, Vice President of Marketplace Development/North America for American Express.
Dr. Suzanne Cook, Senior Vice President of Research for the Travel Industry Association, agreed:
“In a day and age of relatively modest growth in travel, targeting specific groups of vacation travelers is more important than ever.”
The study also found that ideal vacation destinations for American vacation travelers are those that offer an easy travel experience, a sense of fun and adventure, and local flavor.
Report by David Wilkening
David
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