US $1,695.00

PhoCusWright's Consumer Travel Report

June 2009
US $1,695 CA $1,741 £1128 €1241

BONUS: Purchase this report and receive the June 17, 2009 Webinar recording and presentation deck.

PhoCusWright closely monitors developing trends in consumer behavior to foresee the impact they will have on the travel industry. Superficial analysis can easily result in faulty conclusions, particularly given the complexities of the travel planning process. PhoCusWright's Consumer Travel Report will provide the best market intelligence for travel suppliers and intermediaries. It offers a clear and updated understanding of the traveling U.S. consumer, including preferences and sentiments in relation to the current state of the travel industry.

The study will be released in two components. PhoCusWright's Consumer Travel Report will unveil the behaviors of the U.S. traveler: trip frequency, duration and spend. Part One will relate these behaviors by demographic segments such as age, gender and employment. Part Two relates traveler behavior to psychographic attitudes and values. PhoCusWright's Consumer Travel Report will help executives understand how consumers are adjusting travel behaviors this year and how spending patterns will differ across various segments.

Travel Behaviors:

Intentions for 2009
Frequency of travel
Durations of trips
Travel spend
Spending increase/decrease
Destination Selection Shopping Purchasing
Preferred shopping channels
Purchase influencers, preferred features

PhoCusWright's Consumer Travel Report (Part One and Part Two packaged together)
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Regular Price: $1,695

PhoCusWright's Consumer Travel Report (Part One: Behavioral Trends)
Regular Price: $1,295

PhoCusWright's Consumer Travel Report (Part Two: Psychographic Trends)
Regular Price: $995

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Table of Contents Methodology

TABLE OF CONTENTS ^top

103 Pages

1. Overview, Methodology and Key Findings
Overview
Methodology and U.S. Traveler Population Projection
Key Findings
2. Strategic Implications
3. General Travel Behavior
Trip Frequency
Trip Duration
Annual Household Travel Spend
Other General Travel Behaviors
Travel Party Makeup
International Travel
4. Travel Component Incidence and Intentions
Lodging and Air Travel Incidence
5. The Travel Planning Process
6. The Destination Selection Phase
7. The Shopping Phase
8. The Travel Purchase Phase
Online vs. Offline Purchasing
Travel Component Purchase Incidence and Frequency (Online and Offline)
Component Channel Purchase Behavior
OTA Shopping-to-Purchase Defectors
9. Key Findings and Strategic Implications
10. The Role of Travel in Consumer Lifestyles
The Importance of Travel in Overall Lifestyle
The Need to Belong and Be Understood
The Need to Reach One’s Potential
Cognitive and Aesthetic Needs
11. Personal Values and Preferences Applied to Travel
Preference for Control
Planning Ahead/Budgeting
Taking the Road Less Traveled
Social Awareness
12. Air and Lodging Travel Enjoyment
Enjoyment of Lodging Products
Enjoyment of Air Travel
13. Pace of Technology Adoption
Appendix: Survey Respondent Demographical Information

TABLE OF TABLES
Figure 1 U.S. Traveler Population
Figure 2 Frequency of Leisure and Business Trips
Figure 3 Travel Frequency Intentions for 2009 by Number of Leisure Trips Taken in 2008
Figure 4 Duration of Leisure Trips
Figure 5 Trip Duration Intentions for 2009 by Longest Trip Taken in 2008
Figure 6 Annual Household Travel Spend
Figure 7 Trip Budget Intentions for 2009 by Annual Household Travel Spend in 2008
Figure 8 Hotel Class/Rating Intentions for 2009 by Annual Household Travel Spend in 2008
Figure 9 Annual Household Travel Spend and Annual Household Income by Age
Figure 10 Trip Budget Intentions for 2009 by Age
Figure 11 2009 Intentions for General Travel Behavior by Age
Figure 12 Travel Party Incidence
Figure 13 International Travel Incidence
Figure 14 Lodging and Air Traveler Incidence
Figure 15 Annual Household Travel Spend and Trip Frequency by Lodging and Air Traveler Incidence
Figure 16 Lodging and Air Travel Intentions for 2009 by Traveler Type
Figure 17 Car, Rail and Travel Distance Intentions for 2009 by Traveler Type
Figure 18 Incidence of Internet Usage for Destination Selection, Shopping and Purchase
Figure 19 Incidence of Internet Usage in Travel Process and Annual Household Travel Spend
Figure 20 Number of Web Sites Used, by Planning Phase
Figure 21 Mean Number of Web Sites Used, by Planning Phase and Annual Household Travel Spend
Figure 22 Destination Selection Incidence and Mean Trips
Figure 23 Motivation for Last Trip to Selected Destination
Figure 24 Original Inspiration Source for Last Trip to Selected Destination
Figure 25 Factors Considered in Destination Decision
Figure 26 Sources of Information Typically Used in Shopping Phase
Figure 27 Sources of Information Typically Used in Shopping Phase by Age
Figure 28 Web Sites Typically Used in the Shopping Phase
Figure 29 Web Sites Typically Used in the Shopping Phase by Age
Figure 30 Motivation for Using Particular Web Sites
Figure 31 Motivation for Using Particular Web Site by Age
Figure 32 Attitudes Toward Online Advertising/Sponsored Links
Figure 33 Influential Features in Travel Planning (Incidence of Slightly to Very Influential)
Figure 34 Influential Features in Travel Planning by Age (Incidence of Slightly to Very Influential)
Figure 35 General Travel Purchase Medium by Annual Household Spend
Figure 36 Online Purchase Adoption
Figure 37 Travel Component Purchase Incidence and Mean Frequency of Purchase (Online and Offline)
Figure 38a Typical Purchase Channel by Travel Component
Figure 38b Typical Purchase Channel by Travel Component
Figure 39a Typical Lodging Purchase Channel by Age
Figure 39b Typical Air Travel Purchase Channel by Age
Figure 40 Purchase Method Used by Online Travel Agency Shoppers and Annual Household Travel Spend
Figure 41 Summary of Values, Habits and Attitudes About Travel
Figure 42 Importance of Travel in Overall Lifestyle and Annual Household Travel Spend by Affluence
Figure 43 Importance of Travel to Overall Lifestyle and Annual Travel Spend by Age
Figure 44 Importance of Travel in Overall Lifestyle by Affluence and Population Density
Figure 45 Trip Frequency Intentions for 2009 by Trip Frequency in 2008 and Importance of Travel in Overall Lifestyle
Figure 46 Enjoyment of Discussing Travel Experiences with Others by Annual Household Travel Spend
Figure 47 Enjoyment of Discussing Travel Experiences with Others by Age
Figure 48 Desire to Travel to as Much of the World as Possible by Annual Household Travel Spend
Figure 49 Desire to Travel to as Much of the World as Possible and Incidence of International Travel by Age
Figure 50 Enjoyment of Travel-Related Entertainment by Enjoyment of Discussing Travel Experiences
Figure 51 Enjoyment of Travel-Related Entertainment by Annual Household Travel Spend
Figure 52 Enjoyment of Travel-Related Entertainment by Age
Figure 53 Preference for Complete Control by Annual Household Travel Spend
Figure 54 Preference for Complete Control by Age
Figure 55 Typical Lodging and Airline Ticket Purchase Channel by Preference for Complete Control
Figure 56 Tendency to Save/Set Aside Money for Travel by Annual Household Travel Spend
Figure 57 Tendency to Save/Set Aside Money for Travel by Age
Figure 58 Trip Budget Intentions for 2009 by Annual Household Travel Spend in 2008 and Tendency to Save/Set Aside Money for Travel
Figure 59 Typical Lodging and Airline Ticket Purchase Channel by Tendency to Save/Set Aside Money for Travel
Figure 60 Traveling On or Off the Beaten Path
Figure 61 Traveling On or Off the Beaten Path by Annual Household Travel Spend
Figure 62 Traveling On or Off the Beaten Path by Age
Figure 63 Typical Lodging and Airline Ticket Purchase Channel by Traveling On or Off the Beaten Path
Figure 64 Importance of Environmental Consciousness by Annual Household Travel Spend
Figure 65 Importance of Environmental Consciousness by Annual Household Income
Figure 66 Importance of Environmental Consciousness by Desire to Travel to as Much of the World as Possible
Figure 67 Enjoyment of Hotel/Resort Stays by Annual Household Travel Spend
Figure 68 Enjoyment of Hotel/Resort Stays by Age
Figure 69 Paid Lodging Night Intentions for 2009 by Annual Household Travel Spend in 2008 and Enjoyment of Hotel/Resort Stays
Figure 70 Typical Lodging Purchase Channel by Enjoyment of Hotel/Resort Stays
Figure 71 Enjoyment of Air Travel by Annual Household Travel Spend
Figure 72 Enjoyment of Air Travel by Age
Figure 73 Air Travel Intentions for 2009 by Annual Household Travel Spend in 2008 and Enjoyment of Air Travel
Figure 74 Typical Airline Ticket Purchase Channel by Enjoyment of Air Travel
Figure 75 Pace of Technology Adoption
Figure 76 Pace of Technology Adoption by Annual Household Travel Spend
Figure 77a Typical Lodging Purchase Channel by Pace of Technology Adoption
Figure 77b Typical Airline Ticket Purchase Channel by Pace of Technology Adoption
Figure 78 Demographics: Employment
Figure 79 Demographics: Age & Gender
Figure 80 Demographics: Household Composition
Figure 81 Demographics: Education & Income

METHODOLOGY ^top

PhoCusWright fielded an online consumer survey December 5-12, 2008 through Global Market Insite, Inc., targeting the general U.S. population that has Internet access and travels for leisure. To qualify for participation in the study, respondents had to indicate that they had taken at least one leisure trip at least 75 miles from home in the past 12 months that included paid accommodations and/or air travel. Since the survey instrument was online, it is assumed that respondents have Internet access. This report will refer to respondents who qualified as "travelers" (formerly referred to as "online travelers"). Paid accommodations include hotels and other nightly-priced lodging products as well as timeshare and vacation rentals. The term "lodging" is used in this report to refer to the broad range of paid accommodations. PhoCusWright received 1,990 qualified responses and the respondent pool can be projected with confidence to the U.S. adult population with Internet access. An additional 300 respondents were surveyed with only screening questions in order to obtain overall incidence of "travelers" within the general online population. The error interval for analysis of the respondent population is +/–2.6% at a 95% confidence level. Significant differences noted in this report were identified at a 95% confidence level. Based on data from the U.S. Census Bureau and Harris Interactive, PhoCusWright projects the number of U.S. adults with Internet access who have taken at least one leisure trip (as defined above) to be 131 million people in 2008 (see Figure 1). These travelers represent 58% of the total U.S. population.