Table of Contents
Executive Summary
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- Overview
- The issues
- There’s a reticence to travel over the holidays
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- Figure 1: Sentiment about holiday travel, by generation, February 2019
- Some holiday travelers travel because they have to
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- Figure 2: Obligatory Traveler demographics, February 2019
- Parents are at the mercy of two schedules
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- Figure 3: Share of households with children, by age group of children, November 2018
- The opportunities
- Two peaks of seasonal travel
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- Figure 4: Length of trip, by season, February 2019
- Activities are central to vacation enjoyment
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- Figure 5: Opinions of holiday travel, by number of activities done, February 2019
- Summer travelers tend to be older
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- Figure 6: Summer trip length, by generation and parental status, February 2019
- What it means
The Market – What You Need to Know
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- Slowing macroeconomic factors can limit travel
- Work and school schedules dictate vacations
- Employees angling for more time off
- Most Americans are already close to home
- Per-vacation spending has increased
Market Factors
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- GDP healthy, but stagnation is on the horizon
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- Figure 7: GDP change from previous period, Q1 2007-Q4 2018
- DPI increases, but may face headwinds into summer
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- Figure 8: Disposable personal income change from previous period, January 2014-January 2019
- Fuel prices remain relatively stable
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- Figure 9: US gasoline and diesel retail prices, January 2007-March 2019
- High employment dictates travel times
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- Figure 10: Unemployment and underemployment, January 2007-February 2019
Market Perspective
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- Vacations are getting shorter, more frequent
- Per vacation spending high
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- Figure 11: Spending on domestic vacations, 2014-18
- One third of households are bound by school rules
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- Figure 12: Share of households with children, by age group of children, November 2018
- Workers want more time off
- Out the driveway and down the street to mother’s house we go
Industry Trends – What You Need to Know
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- Multigenerational travel provides a way for families to get together
- Seeking tidings of comfort and joy
- Travel supplier creatives are on trend . . .
- . . . but timing could be better
Holiday Travel Trends
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- Multigenerational travel remains a strong trend
- Friendsgiving
- Hygge put in its place by pyt
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- Figure 14: VisitDenmark’s “Hygge” page, April 2019
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- Figure 15: Pandora “Sound On,” December 2018-January 2019
- New LCC provides XTRA options outside of cities
Holiday Travel Creatives
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- Norwegian lets travelers customize their discount package
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- Figure 16: Norwegian Cruise Line direct mailer, December 2018
- Disney has a smart local focus
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- Figure 17: Disney holiday email, November 2018
- Southwest encourages flying for more holidays
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- Figure 18: Southwest Airlines Obscure Holiday email, April 2019
- Wisconsin leans into good feelings
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- Figure 19: Travel Wisconsin, “Gemütlichkeit: The Spirit of Wisconsin,” March 2018
Digital Ad Spending
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- Spending by industry should reflect year-round travel
- Airlines
- Hotels
- OTAs
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- Figure 20: Monthly digital ad spend of airlines, January-December 2018
- Figure 21: Monthly spend of hotels, January-December 2018
- Figure 22: Monthly spend of OTAs, January-December 2018
The Consumer – What You Need to Know
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- Summer vacations aren’t for the young
- Changing peak cycles
- One fifth of holiday travelers feel their trips are required
- Hotels rule the holidays
- Holidays are traffic jam sessions
- Activities are connected to fulfillment
- People like (but dread) holiday travel
Traveler Segment: The Obligatory Traveler
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- Demographics of Obligatory Travelers
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- Figure 23: Obligatory Traveler demographics, February 2019
- General sentiments of Obligatory Travelers
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- Figure 24: Attitudes toward holiday travel, Obligatory Travelers vs all, February 2019
Timing of Holiday Vacations
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- Summer and Christmas are the most common holiday trips
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- Figure 25: Occasions for holiday travel, February 2019
- Different lengths for different seasons
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- Figure 26: Holiday trips by length and season, February 2019
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- Figure 27: Length of trip, by holiday, February 2019
- Twilight travelers own summer vacation
- Millennials least likely to take long summer trips
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- Figure 28: Summer trip length, by generation and parental status, February 2019
- Obligatory Travelers try to get out of Dodge
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- Figure 29: Length of trip, all holiday travelers vs Obligatory Travelers, by season, February 2019
Where Holiday Travelers Stay
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- Hotels are still the accommodation of choice
- Still, travelers are open to other options
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- Figure 30: Outside Together ™, May 2018
- Figure 31: Holiday lodging, February 2019
- Airbnb can’t beat free
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- Figure 32: Holiday lodging – Select items, by age, February 2019
- Homeshares offer parents space
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- Figure 33: Holiday lodging – Select items, by parental status, February 2019
- Summer is for hotels, winter is for family
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- Figure 34: Lodging used for summer and fall/winter travel, February 2019
- Obligatory Travelers try various lodging
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- Figure 35: Lodging used for holiday travel, all holiday travelers vs Obligatory Travelers, February 2019
How People Travel Over the Holidays
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- Most use a personal vehicle
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- Figure 36: Types of transportation used for holiday travel, February 2019
- Is “rail and hail” the future?
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- Figure 37: Types of transportation used for holiday travel, by generation, February 2019
- Urbanites have travel options, rural dwellers rely on own vehicles
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- Figure 38: Types of transportation used for holiday travel, by residential area, February 2019
- Rural fliers may take off, but fly low
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- Figure 39: Travel habits and sentiment, by area, February 2019
- Black travelers more likely to rent cars
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- Figure 40: Types of transportation used for holiday travel, by race and Hispanic origin, February 2019
Holiday Travel Companions
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- Holidays are family time
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- Figure 42: Holiday travel companions, by generation, February 2019
- Couples retreats fall in the summer season
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- Figure 45: Holiday travel companions, by season, February 2019
Holiday Travel Activities
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- Family visits are an integral part of the holiday travel experience
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- Figure 44: Activities done during holiday travel, February 2019
- Fall and winter trips could use an activity boost
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- Figure 45: Activities done during holiday travel, by season, February 2019
- The family that stays together, plays together
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- Figure 46: Holiday travel accommodations, by number of activities, February 2019
- Activities are connected to fulfillment
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- Figure 47: Opinions of holiday travel, by number of activities done, February 2019
- Do stuff!
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- Figure 48: Opinion of holiday travel as an obligation, by number of activities done, February 2019
Holiday Travel Attitudes
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- Holiday travel is generally positive
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- Figure 49: Sentiment about holiday travel, by generation, February 2019
- People want to travel for the holidays, but dread it
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- Figure 50: Sentiment about holiday travel, by generation, February 2019
- Travelers generally prefer their “own” vacations
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- Figure 51: Sentiment around visiting relatives, by generation and Millennial parent status, February 2019
- Family visits become less appealing as children age
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- Figure 52: Attitudes toward visiting relatives, by age of children, February 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 53: Spending on domestic vacations, 2014-18
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- Figure 54: Family households, by age of own children, 2018
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