Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Travel spending in the U.S. declined 9% in 2009
- Corporate travel planners reducing budgets, finding more affordable means
- Rising fuel prices caused airfare to spike in late 2008, continuing into 2009
- Passenger volume drops 20% in 2009, pushing volume levels to pre-2000
- Technology allowing face-to-face online meetings affects business travel
- U.S. car rental revenue drops 6.5% in 2009, the first time since 2002
- Frequent flier, loyalty programs declining as consumers shift priorities
- Southwest maintains top spot as leading company during market downturn
- Enterprise Holdings continue to dominate industry in revenues, inventory
- Consumer Survey Findings
Insights and Opportunities
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- Provide seat, flight transparency to consumers before they enter the airport
- High-speed rail is positioned to encourage increased domestic travel
Inspire Insights
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- I Travel, Therefore I Am
- What’s it all about?
- What we’ve seen
- Specifics
- Implications
- Fresh Travel
- What’s it all about?
- What we’ve seen
- Implications
Market Size and Forecast
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- Key points
- Sales expected to return to 2007 levels in 2010
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- Figure 1: Total U.S. travel spending revenues, at current prices, 2004-10
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- Figure 2: Total U.S. travel spending revenues, at inflation adjusted prices, 2004-10
Competitive Context
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- Technology allowing face-to-face online meetings affects business travel
- Terrorism, H1N1 less factors in preventing travel; greatest is recession
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- Figure 3: Reasons why domestic travelers did not take a trip in the U.S. in the past 12 months, by age, October 2009
- One third of all household respondents report needing to save than travel
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- Figure 4: Reasons why domestic travelers did not take a trip in the U.S. in the past 12 months, by household income, October 2009
States Domestic Travelers Visit
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- Key points
- Florida, California, Texas, Nevada, New York, top states visited
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- Figure 5: Vacations taken within the U.S. in past 12 months, by age, April 2008-June 2009
How Domestic Travelers Travel
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- Key points
- Automotive travel most preferred option for U.S. domestic travel
- Buses, recreational vehicles may have similar appeal but to different age groups
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- Figure 6: How domestic travelers traveled within the U.S. in past 12 months, by age, April 2008-June 2009
Segment Performance—Airlines
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- Key points
- Southwest Airlines most preferred airline among respondents
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- Figure 7: Airline preference among those who traveled within the U.S. in past 12 months, by age, April 2008-June 2009
- Passenger volume drops 20% in 2009, pushing volume levels to pre-2000
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- Figure 8: Number of U.S. domestic passengers traveled via plane, 2000-09*
Segment Performance—Lodging
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- Key points
- Lodging expected to increase 2.5% in room units in 2010 from last year
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- Figure 9: Where domestic travelers stay when traveling within the U.S. in past 12 months, by age, April 2008-June 2009
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- Figure 10: Where domestic travelers stay when traveling within the U.S. in past 12 months, by household income, April 2008-June 2009
- Best Western and Comfort Inn preferred equally among survey respondents
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- Figure 11: Hotel/motel preferred when traveling within the U.S. in past 12 months, by age, April 2008-June 2009
Segment Performance—Car Rental
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- Key points
- Majority of respondents report they do not rent cars on vacations
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- Figure 12: Car rental preference among people who traveled within the U.S. in past 12 months, by age, April 2008-June 2009
- Enterprise leading car brand favored by survey respondents
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- Figure 13: Car rental company preference among people who traveled within the U.S. in past 12 months, by age, April 2008-June 2009
- U.S. car rental revenue drops 6.5% in 2009, the first time since 2002
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- Figure 14: U.S. car rental revenue, 1999-2009
- Figure 15: U.S. car rental cars in service, 1999-2009
Amount Domestic Travelers Spend While Traveling
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- Key points
- Majority of respondents spending less than $300 for domestic travel
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- Figure 16: Average amount spent for domestic vacation in past 12 months, by age, April 2008-June 2009
- Middle-income households spending less than $300 in relatively equal rates
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- Figure 17: Average amount spent for domestic vacation in past 12 months, by household income, April 2008-June 2009
Market Drivers
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- Security measures tighten at airports, potentially frustrating travelers
- Corporate travel spending down, reducing domestic business volume
- Travel volume for domestic summer trips declining to pre-2003 levels
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- Figure 18: Number of summer (June, July, August) leisure travel trips, 2001-09
- Rising fuel prices caused airfare to rise in early 2008
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- Figure 19: Average domestic second quarter airfares, 2000-09*
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- Figure 20: Average domestic second quarter airfares, 2000-09*
Leading Companies
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- Key points
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- Figure 21: Top 25 U.S. Hotels based on number of rooms, March 2009
- Southwest maintains top spot as leading airline during market downturn
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- Figure 22: Top 10 U.S. Airlines, by domestic scheduled enplanements, October 2008-October 2009
- Enterprise Holdings continue to dominate industry in revenues, inventory
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- Figure 23: U.S. car rental market by fleet, locations and revenue, 2008-09
Innovation and Innovators
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- Pet Airways creates business model to accommodate diehard pet owners
- Website allows users to track flight status, delay status of certain flights
- Intercity buses, Amtrak, provide wireless access to increase ridership rates
Advertising and Promotion
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- Operators reacting to recession by revamping brands, emphasizing value
- Frequent flier, loyalty programs declining as consumers shift priorities
- Online allows interactive opportunities such as video, social networking
- Television broadcast spots portray domestic travel as act of rediscovery
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- Figure 24: Michigan tourism ad, 2010
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- Figure 25: West Yellowstone Montana Tourism ad, 2010
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- Figure 26: Key West ad, 2010
Who Travels Domestically and Why
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- Key points
- Male respondents more likely to travel for business than females
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- Figure 27: Who travels domestically and why, by gender, October 2009
- Respondents aged 25-34, 35-44 most likely to take business trips
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- Figure 28: Who travels domestically and why, by age, October 2009
- Respondents with highest household incomes most likely to travel
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- Figure 29: Who travels domestically and why, by household income, October 2009
Reasons Consumers Do Not Travel Domestically
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- Key points
- Economy plays biggest role in keeping travel down
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- Figure 30: Reasons not to travel domestically, by gender, October 2009
What Domestic Travelers Rent While Traveling
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- Key points
- Male respondents more active in renting bicycles, etc., than female
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- Figure 31: What domestic travelers rent while traveling, by gender, October 2009
- Young adults were most likely to rent recreational vehicles on U.S. trips
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- Figure 32: What domestic travelers rent while traveling, by age, October 2009
- Higher household income respondents most likely to rent motorcycles
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- Figure 33: What domestic travelers rent while traveling, by household income, October 2009
What Domestic Travelers Do When Traveling
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- Key points
- More female than male respondents shop, eat at restaurants on trips
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- Figure 34: Activities domestic travelers engage in while traveling, by gender, October 2009
- Young respondents most likely to choose concerts, sports events
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- Figure 35: Activities domestic travelers engage in while traveling, by age, October 2009
- Higher household income respondents more likely to try various activities
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- Figure 36: Activities domestic travelers engage in while traveling, by household income, October 2009
How Domestic Travelers Research Their Trips
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- Key points
- Recommendation by family, friends tops list of how travelers research
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- Figure 37: Methods for researching domestic travel trips, by gender, October 2009
- Young and middle-aged travelers most likely to seek outside travel help
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- Figure 38: Methods for researching domestic travel trips, by age, October 2009
- High-income households most likely to use travel websites, books
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- Figure 39: Methods for researching domestic travel trips, by household income, October 2009
How Domestic Travelers Book Their Tickets
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- Key points
- Male respondents more likely than females to book trips by phone, online
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- Figure 40: How domestic travelers book their tickets, by gender, October 2009
- Middle-aged and older respondents show most comfort booking by phone
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- Figure 41: How domestic travelers book their tickets, by age, October 2009
- Highest-income households more at ease with self-booking
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- Figure 42: How domestic travelers book their tickets, by household income, October 2009
Race and Hispanic Origin
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- Key points
- Blacks least likely to afford a domestic trip; may be working the least
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- Figure 43: Reasons why domestic travelers did not take a trip in the U.S. in the past 12 months, by race and Hispanic origin, October 2009
- Asian respondents most likely to travel for personal or business reasons
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- Figure 44: Who travels domestically and why, by race and Hispanic origin, October 2009
- Hispanics most likely to rent recreational vehicles while traveling
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- Figure 45: What domestic travelers rent while traveling, by race and Hispanic origin, October 2009
- White respondents more likely to try a variety of activities on trips
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- Figure 46: Activities domestic travelers engage in while traveling, by race and Hispanic origin, October 2009
- Hispanic respondents most likely to use a variety of research sources
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- Figure 47: Methods for researching domestic travel trips, by race and Hispanic origin, October 2009
- Hispanic respondents most likely to use third-party sites like Expedia
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- Figure 48: How domestic travelers book their tickets, by race and Hispanic origin, October 2009
Cluster Analysis
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- Activators
- Casual Tourists
- Visitors
- Cluster characteristics
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- Figure 49: U.S. travel clusters, October 2009
- Figure 50: Activities engaged in during domestic travel, by U.S. travel clusters, October 2009
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- Figure 51: Resources used for domestic travel, by U.S. travel clusters, October 2009
- Figure 52: How domestic travel is purchased, by U.S. travel clusters, October 2009
- Cluster demographics
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- Figure 53: U.S. travel clusters, by gender, October 2009
- Figure 54: U.S. travel clusters, by age group, October 2009
- Figure 55: U.S. travel clusters, by household income group, October 2009
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- Figure 56: U.S. travel clusters, by race, October 2009
- Figure 57: U.S. travel clusters, by Hispanic origin, October 2009
- Cluster methodology
Appendix: Trade Associations
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