This 80+ page study of 2292 travelers goes beyond the environmental definition of sustainability to take a closer look at the other three legs of the sustainability stool namely social, economic and governance. The research specifically gauges how significant sustainable practices are to travelers and how travelers perceive sustainability.
The report which segments sustainable travelers from general leisure travelers assesses the value and impact of sustainability on travelers by understanding traveler expectations and their propensity to support destinations and travel companies that implement sustainable practices. The study was undertaken with our partner Sustainable Travel International. The objectives of the study were:
- To examine traveler expectations, definitions of sustainability, and propensity to visit destinations and support travel companies that contribute to the social, environmental and economic well-being of host communities
- To take a closer look at all key components of sustainability, specifically, environmental, social, cultural, economic and governance
- To demonstrate the role of travel and tourism in protecting the environmental, economic and social fabric of destinations globally
- To engage participants in a collaborative approach to generating the most in-depth and insightful analysis on the value, demand for, and return on investment of sustainability.
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 download a free summary!
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.
Click HERE to download a free summary!
The Gender Report will help travel Marketers craft mesages precisely based on distinct differences bewteen men and women when it comes to travel decison-making.
The Gender Report was released January 6, 2014.
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.
This groundbreaking study examines lesbian, gay, bisexual, and transgender (LGBT) 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 LGBT 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.
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
- Hotel brands used
- Activities participated in during travel
- Trip spending
- Economic impact
- and More!
A full list of topics is available upon request.
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:
- Social Media Usage
- Mode of Transport
- Trip Purpose
- Trip Planning
- 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.
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.