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Now Available

Now Available

Documents

The American Culinary Traveler Study The American Culinary Traveler Study

The American Culinary Traveler Report - $395

Just released “The American Culinary Traveler Report” provides a comprehensive portrait of this exploding market and segments these travelers into three groups: Deliberate, Opportunistic, and Accidental Culinary travelers.

Over 39 million leisure travelers are “deliberate” culinary travelers with an additional 35 million who are “opportunistic”.

The findings included in this 130 page report enable destination marketers, tourism authorities, CVBs and others to surgically target the right culinary traveler for them.  Details include activities, motivators, behaviors, types of culinary traveler, trip related data, spending, information source used of trip planning and booking, and social media usage. Purchase this report for $395.

Click here to get free FREE_DOWNLOAD_American_Culinary_Traveler_Report.pdf

 

The Gender Report The Gender Report

The New Gender Report for $295.00

The Gender Report helps travel Marketers craft messages precisely based on distinct differences between men and women when it comes to travel decision-making.

Pre-Order The Shop and Dine Study Pre-Order The Shop and Dine Study

Understand the role of food and culinary activities among different categories of shoppers: Department store, Mall, and Outlet shoppers, as well as shoppers who frequents Artisan, and local boutiques stores. The report will cover the full range of travel planning, booking, activities, motivators, and demographics of this lucrative segment of the travel market. The report will be available January 2014. Pre-Order The Shop and Dine Report for $395

The 2013 Cultural and Heritage Traveler Report The 2013 Cultural and Heritage Traveler Report

The 2013 Cultural and Heritage Traveler report identifies the broad range of cultural and heritage travel in the United States, profiles the various segments of cultural travelers, and provides insight into their economic value to travel companies and destinations.

Not only does this report detail all that destination marketers need to know about this high-value segment of travelers, it uses the benchmark data from the first Cultural and Heritage Study to highlight trends and reveal shifts in travel behaviors and preferences since 2009 when that study was conducted.

This new study also includes brand new data and insights related to devices travelers use for travel research, booking and finding information while traveling.

Key data and insights in this report include:

•    Psychographics & Demographics

•    Trip planning and travel behavior

•    Devices used to research, book and find information while traveling

•    Levels of involvement in cultural activities and overlap across activities

•    Traveler’s definition of “cultural” activities and travel and its importance

•    Generational differences in cultural travel preferences (Millennial, Gen X, and Boomers)

•    Overall economic value of this segment to the marketplace

 Click here to get free_download_CH_2013.pdf

The 2009 Cultural & Heritage Traveler Study The 2009 Cultural & Heritage Traveler Study

The U.S. Cultural & Heritage Tourism Marketing Council (USCHT) in partnership with the U.S. Department of Commerce/Office of Travel and Tourism Industries conducted the first segmentation study of U.S. cultural travelers. The study, conducted by Mandala Research, identifies the broad range of cultural and heritage travel in the United States, profiles the various segments of cultural travelers, and provides insight into their economic value to travel companies and destinations.The general areas of study include:
  • Psychographics & Demographics
  • Travel behavior
  • Levels of involvement in cultural activities and overlap across activities
  • Traveler’s definition of “cultural” activities and travel and its importance
  • Trip planning behavior
  • Generational differences in cultural travel preferences (Millennial, Gen X, and Boomers)
  • Overall economic value of this segment to the marketplace

 A bound printed report is available upon request for an additional $95 per copy.

The African American Traveler The African American Traveler

This study examines African American traveller preferences, motivations, attitudes, spending patterns, and behaviors on leisure trips in the United States and shows how these diverge from the total leisure travel population. Segmentation of the market into three distinct groups provides further insight into this lucrative yet largely untapped traveller market.  This study also identifies the print, online, and broadcast media sources that are influential in African American individuals’ leisure travel planning, and examines topics of interest,  awareness and attraction to African American culture and heritage destinations, lodging, and other travel service providers. Sponsored by US Cultural & Heritage Tourism Marketing Council, Shop America Alliance, the state of Louisiana, Texas A&M, the City of Baltimore, The Henry Ford Museum, and the Museum Store Association.

GLBT Travelers Study GLBT Travelers Study

This groundbreaking study examines gay, lesbian, bisexual, and transgender (GLBT) travelers’ preferences, attitudes, spending patterns, and behaviors on leisure trips (domestic and international), and shows how these diverge from those of heterosexual travelers. This study also identifies the print, online, and broadcast media sources that are influential in GLBT individuals’ leisure travel planning, and examines their awareness and attraction to “gay-friendly” destinations, lodging, cruise lines, airlines, car rental companies, and other travel service providers. Sponsored by Harris Interactive and Witeck-Combs Communications. Released December 2006.

Project 85 -- The Drive Market Project 85 -- The Drive Market

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According to the US Travel Association, the drive market represents 85% of the one billion overnight trips taken in the U.S.

This report provides travel, tourism, location-based content, mapping and navigation organizations with the data they need to better understand the travel behavior of this increasingly important segment of the marketplace.  From planning and booking tools to hotel preferences, this study provides comprehensive information for addressing these travelers’ needs increasing your market share, and increasing travel spend. 


This study has both a consumer and industry component, to provide readers with a comprehensive view of the drive market and how industry is responding. 

Component  I - Consumer Survey

This is an online survey with 1,000 consumers who have taken one or more leisure trips 50+ miles from home OR requiring an overnight stay in the past 12 months.  Some component of the trip included a car.  The survey is a nationally representative sampling of adults 18 years or older.   

The general areas of study in the consumer survey includes:

  • Planning behavior, including websites, blogs, photos/videos, other social media, as well as offline tools, such as maps, guidebooks, etc.;
  • Frequency of trips with air as the primary mode of transportation, but with a drive component on the destination end;
  • Use of mapping, content, online travel sites, ticketing sites, etc.;
  • Booking behavior; channel choice and preferences, plus booking window by length of trip;
  • Satisfaction with planning and booking tools; are they meeting travelers’ needs?;
  • Destination preferences for drive trips;
  • Preferences that vary by type of trip and mode of transportation;
  • Use of mobile devices, including GPS and smartphone;
  • Hotel brand preference;
  • Vacation rental ownership and usage;
  • Responsiveness to various offers and discounts;
  • Demographics; with a section focused on the differences for the 50+ market
  • Overall economic value of the drive market

Component  II -  Industry Survey
This component of the research will include online surveys among executives from a wide range of segments of the travel industry.

This component of the research provides insight into:

  • Marketing and advertising strategies they use to reach the drive market;
  • Their assessment of the success of their strategies;
  • Online tools they have used to reach this market;
  • Their assessment of the value of the drive market to their business.

Wine and Culinary Traveler Report Wine and Culinary Traveler Report

Culinary travelers, defined as those who travel for unique and memorable eating or drinking experiences, make up roughly one-fifth of the U.S. leisure traveling population. Compared to the average leisure traveler, wine and culinary travelers are more affluent, better educated, and take part in more activities while traveling, making this a large, active, and lucrative market for destinations and other travel marketers. In addition to providing a detailed demographic profile of these travelers, this report on the wine and culinary traveler provides specific characteristics of the trips they take, including the amount of money they spend, the other activities they engage in while traveling, and the most popular destinations for wine and culinary travel. Sponsored by Gourmet, Edge Research and the International Culinary Tourism Association. Released January 2007.

The International Emerging Market Report  2011 The International Emerging Market Report 2011

The study polled inbound travelers to the US who had visited  within the past twelve months on their overall itineraries and specifically on their shopping plans. The initial findings detail key trends amongst the Top 5 emerging/growth markets as identified by the DOC including visitors from Australia, Brazil, China, India, and Korea where DOC projects arrivals growth from 15 percent to 40 percent within the next three years.

Shopping is a key driver for these travelers in their choice of the U.S. as a destination, with a majority (56%) saying shopping was the key reason they took the trip or it helped them choose among destinations. In addition, these travelers purchased more than the twice the amount they had planned to purchase while shopping in the U.S.

Additional Key Findings:

• Key Activities.

• Brand Awareness.

• Top Retailer.

• What are they buying?

• Use of Technology

According to Laura Mandala, travel industry consultant and former executive with the U.S. Travel Association, “The findings support  the thesis that travel barriers to the U.S. should be eliminated in order for the economy to benefit from the infusion these travelers can have on the U.S. marketplace.”


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Social Media Usage Among Leisure Travelers Social Media Usage Among Leisure Travelers

Learn what social networking sites leisure travelers in the US are using for travel and how they share information following their trips. This nationally representative study of 1,000 leisure travelers includes usage of social networking sites, attitudes toward social networking and the group sharing experience, data on trip planning behavior, the process of choosing a destination, hotel brand usage, leisure activities, business travel.   Other topic areas covered in the report include:
  • Use of traditional media (publications)
  • Trip planning behavior
  • Booking mechanisms
  • Number of business and leisure trips in the past 12 months
  • Number of international trips
  • Travel party composition
  • States and cities visited on last leisure trip
  • Accommodations
  • Transportation
  • Hotel brands used
  • Activities participated in during travel
  • Trip spending
  • Economic impact
  • and More!

A full list of topics is available upon request.

LivingSocial Dining Out Survey Key Findings LivingSocial Dining Out Survey Key Findings

The recession may have put a crimp in consumer spending, but most Americans are still letting the good times roll in restaurants, found the first LivingSocial “Dining Out” survey of consumer behavior.  The survey, conducted last month among 4,000 online Americans by Mandala Research, found some surprising facts about eating habits, culinary choices, and favorite foods.   Some facts:

  • Americans Love Eating Out
  • A Nation of Unhealthy Eaters
  • A Growing Group of Gourmands
  • The Big Four Cuisines Dominate Eating Out
  • Worst Dining Out Cities?  New York and Detroit Bookend the List
  • Try Some Thai:  the Nation’s Hottest New Cuisine of cuisine.
  • Los Angeles: King of the Fast Food Nation
  • New York: We’re the #1 Dining Scene
  • Washington, D.C.: America’s Capital of Vegetarians, Ethiopian Eats
  • Minneapolis-St. Paul: Staying In, Dinnerless Dates

Click here to get a free download of the more in-depth details of the survey, including key facts from America's major cities

 

Hispanic Traveler Report and Webinar Hispanic Traveler Report and Webinar

Our new Hispanic Traveler report, produced in conjunction with Longwoods Travel USA, provides comprehensive demographic data and analysis on the U.S. Hispanic Traveler, including:

  •  Spending 
  •  Activities
  •  Social Media Usage
  •  Mode of Transport
  •  Trip Purpose
  •  Trip Planning 
  •  Booking 
  •  Destinations for both day and overnight stays
  •  And much more

 

This report is essential reading for those who wish to market to this growing segment of the US traveling population. 

 

With the purchase of this report you will also receive a complimentary seat for an in-depth webinar hosted by Laura Mandala. During this webinar, key findings and marketing insights of the new Hispanic Traveler report will be presented, as well as a discussion on the key marketing points and what can help you to target and attract this powerful demographic of U.S. travelers. 

And, as always, there will be a question and answer portion at the end of the webinar directly with Laura Mandala. 

 

Living Social Dining Out Survey Details Living Social Dining Out Survey Details

Living Social Dining Out Details

The recession may have put a crimp in consumer spending, but most Americans are still letting the good times roll in restaurants, found the first LivingSocial "Dining Out" survey of consumer behavior. The survey, conducted last month among 4,000 online Americans by Mandala Research, found some surprising facts about eating habits, culinary choices and favorite foods.

Living Social Vanity Survey Presentation Living Social Vanity Survey Presentation

Living Social Vanity Survey- Key Findings!

Survey on Vanity Social, conducted November 2011 by Mandala Research among 4,000 online consumers in the top 20 DMA's.

Living Social Vanity Survey Press Release Living Social Vanity Survey Press Release

Living Social Vanity Survey Press Release- December 14, 2011