Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US consumer expenditure and fan chart forecast of vacations and tourism at current prices, 2008-18
- Market drivers
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- Figure 2: Consumer confidence, traveler sentiment, unemployment, annual averages, 2000-13, January-April 2014
- Growth in senior population to drive increased vacationing
- Technological innovations transforming travel
- The consumer
- Who is the seasonal vacation traveler?
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- Figure 3: Any vacations taken within the past 12 months, by seasons, by race/Hispanic origin, March 2014
- Summer is primary vacation season
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- Figure 4: Vacations taken within the past 12 months, seasonal vacation plans for the next 12 months by seasons, March 2014
- Travelers go farther in winter, stay longer in summer
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- Figure 5: Duration of seasonal vacations, by seasons, March 2014
- Summer most popular time for travel with family
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- Figure 6: Vacation companions, by seasons, March 2014
- Summer vacations mostly kid-friendly
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- Figure 7: Vacation types, by seasons, March 2014
- Moms are primary vacation planners
- What we think
Issues and Insights
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- Will the growth of the sharing economy transform the vacation market?
- The issues:
- The implications:
- Is the middle-class squeeze hurting travel providers?
- The issues:
- The implications:
- Do vacationers really want time to unplug?
- The issues:
- The implications:
Trend Applications
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- Trend: Who Are the Joneses?
- Trend: Rebirth of Cities
- Trend: Prepare for the Worst
Market Size and Forecast
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- Key points
- More consumers planning vacation in 2014
- Sales and forecast of vacations and tourism
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- Figure 8: Total US consumer expenditure of vacations and tourism, at current prices, 2008-18
- Figure 9: Total US consumer expenditure of vacations and tourism, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US consumer expenditure and fan chart forecast of vacations and tourism at current prices, 2008-18
Market Drivers
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- Key points
- Aging population positive driver for fall and spring vacation markets
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- Figure 11: Total US population by age, 2009-19
- Disposable personal income has increased
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- Figure 12: Disposable personal income and personal savings rate, Jan. 1, 2000-Dec. 1, 2013
- Growing inequality tempers positive impacts of economic recovery
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- Figure 13: Consumer confidence and unemployment, annual averages, 2000-13, January-April 2014
- Higher-income households see biggest gains in financial security
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- Figure 14: Current household financial situation, December 2013 versus December 2012
- Travel spend still recovering, but vacations are taking priority
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- Figure 15: Perceived change in spend on vacations in 2013 compared to prior years, January 2014
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- Figure 16: How extra money is spent, January 2014, January 2013, and July 2008
- Consumer and expert views positive for travel industry
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- Figure 17: Traveler Sentiment Index, March 2007-February 2014
- Travel prices rising modestly
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- Figure 18: US DOT National Level Domestic Average Airfares, 2000-13
Characteristics of Seasonal Vacationers
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- Key points
- Income is a strong driver of vacationing
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- Figure 19: Any vacations taken within the past 12 months, by seasons, by gender, age, and household income, March 2014
- Asians are avid vacationers
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- Figure 20: Any vacations taken within the past 12 months, by seasons, by race/Hispanic origin, March 2014
- Kids drive vacations
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- Figure 21: Any vacations taken within the past 12 months, by seasons, by presence of children in household and children’s age and gender, March 2014
Innovations and Innovators
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- Mobile solutions to travel challenges
- Find your way in the airport
- Bring the sounds of home on vacation
- Make your phone into a virtual travel planner
- Skip check-in and go straight to your room with a mobile key
- Crowdsource your travel guide with Minube
- Augmented reality apps allow tourists to walk through the past
- Gamification makes travel (and travel planning) even more fun
- Starwood Preferred Guest
- TrueBlue Badges
- KLM Aviation empire
- Expedia Rewards virtual travel game
Marketing Strategies
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- Overview of the marketing landscape
- Theme: Family Vacation
- Best Western teams with Disney
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- Figure 22: Best Western, television ad, 2014
- California calling all kids and families
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- Figure 23: Visit California, television ad, 2013
- Princess Cruises pushes summer sailings to families
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- Figure 24: Princess Cruises, Loyalty Program Newsletter, 2014
- Theme: Deals and Steals
- Atlantis launches Memorial Day Sale
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- Figure 25: Atlantis Resort, television ad, 2014
- Figure 26: Atlantis Resort website, 2014
- Spirit rebrands as “Home of the Bare Fare”
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- Figure 27: Spirit Airlines, television ad, 2014
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- Figure 28: Spirit Airlines, website, 2014
- Theme: Catering to the time-strapped consumer
- Princess Cruises offers “short getaways”
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- Figure 29: Princess Cruises, direct mail, 2013
- Hilton targets “weekenders”
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- Figure 30: Hilton Hotels Corporation, print ad, 2014
- Theme: Escapism
- Visit Florida encourages seasonal migration
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- Figure 31: Visit Florida, television ad, 2014
- The Bahamas banks on its natural beauty
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- Figure 32: The Islands of the Bahamas, television ad, 2013
- Wyoming calls travelers to roam free
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- Figure 33: Wyoming Tourism, television ad, 2013
Seasonal Vacations Overview
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- Key points
- Summer leads in number of vacationers and number of trips per person
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- Figure 34: Vacations taken within the past 12 months, by seasons, March 2014
- Vacation planning nearly universal
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- Figure 35: Seasonal vacation plans for the next 12 months, by seasons, March 2014
- Summer is the season for long vacations, winter travelers go the distance
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- Figure 36: Duration of seasonal vacations, by seasons, March 2014
- Figure 37: Distance traveled for vacation, by seasons, March 2014
- Summer most popular time for travel with family
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- Figure 38: Vacation companions, by seasons, March 2014
- Vacationers seek nature in summer, resorts in winter
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- Figure 39: Vacation types, by seasons, March 2014
- Summer is time for relaxation and road trips
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- Figure 40: Vacation destination, planning, and travel modes, by seasons, March 2014
Attitudes toward Vacation Destinations, Planning, and Motivation
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- Key points
- Vacationers want novelty tempered with security
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- Figure 41: Attitudes toward vacation destinations, planning, and vacation motivation, March 2014
- Younger adults seek adventure and nostalgia
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- Figure 42: Attitudes toward vacation destinations, planning, and vacation motivation, by age, March 2014
- Moms look for new experiences and time with loved ones
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- Figure 43: Attitudes toward vacation destinations, planning, and vacation motivation, by gender and presence of children in household, March 2014
Seasonal Vacations Taken and Planned
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- Key points
- Trends for summer vacations are distinct from spring and fall
- Kids drive frequent summer vacations
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- Figure 44: Total summer vacations taken within the past 12 months, by presence of children in household, March 2014
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- Figure 45: Summer vacation plans for the next 12 months, by presence of children in household, March 2014
- Families with kids less important to spring/fall travel market than summer
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- Figure 46: Fall vacation plans for the next 12 months, by presence of children in household, March 2014
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- Figure 47: Spring vacation plans for the next 12 months, by gender and presence of children in household, March 2014
- Winter slowest season for vacations
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- Figure 48: Winter vacation plans for the next 12 months, by gender and presence of children in household, March 2014
Duration and Distance
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- Key points
- Children limit long-distance summer travel
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- Figure 49: Distance traveled for summer vacation, by presence of children in household, March 2014
- Parents least likely to travel long distances in spring and fall
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- Figure 50: Duration of fall vacation, by gender and presence of children in household, March 2014
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- Figure 51: Duration of spring vacation, by gender and presence of children in household, March 2014
- Figure 52: Distance traveled for fall vacation, by gender and presence of children in household, March 2014
- Vacationers without kids prefer long-distance travel in winter
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- Figure 53: Distance traveled for winter vacation, by gender and presence of children in household, March 2014
Travel Companions
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- Key points
- More women include family and friends in their summer vacations
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- Figure 54: Summer vacation companions, by gender and presence of children in household, March 2014
- Parents more likely to leave kids at home in spring and fall, compared with summer
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- Figure 55: Fall vacation companions, by presence of children in household, March 2014
Vacation Types
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- Key points
- Dads take more active summer vacations
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- Figure 56: Summer vacation types, by gender and presence of children in household, March 2014
- Non-family groups important to nature-based travel in fall and spring
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- Figure 57: Fall vacation types, by fall vacation companions, March 2014
- Some escape the winter weather, others go skiing
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- Figure 58: Winter vacation types, by gender and presence of children in household, March 2014
- Northeasterners favor resorts for winter breaks
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- Figure 59: Winter vacation types, by region, March 2014
Vacation Destination, Planning, and Travel Modes
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- Key points
- Moms plan summer vacations around activities
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- Figure 60: Summer vacation destination, planning, and travel modes, by gender and presence of children in household, March 2014
- Busy parents combine work and vacation in spring and fall
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- Figure 61: Fall vacation destination, planning, and travel modes, by presence of children in household, March 2014
- Winter activities drive vacation planning for parents
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- Figure 62: Winter vacation destination, planning, and travel modes, by gender and presence of children in household, March 2014
Impact of Race and Hispanic Origin
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- Key points
- Asians lead in vacation travel in every season
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- Figure 63: Any vacations taken within the past 12 months, by race/Hispanic origin, March 2014
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- Figure 64: Vacations taken within the past 12 months, by season, by race/Hispanic origin, March 2014
- Figure 65: Average number of vacations taken within the past 12 months, by race/Hispanic origin, March 2014
- Vacation planning aspirational for younger Blacks
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- Figure 66: Summer vacation plans for the next 12 months, by race and age, March 2014
- Blacks take short trips close to home
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- Figure 67: Duration of seasonal vacations, by race/Hispanic origin, March 2014
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- Figure 68: Distance traveled for vacation, by race/Hispanic origin, March 2014
- Hispanics vacation with kids, Blacks with extended family and friends
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- Figure 69: Summer vacation companions, by race/Hispanic origin, March 2014
- Blacks and Hispanics favor structured vacations
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- Figure 70: Summer vacation types, by race/Hispanic origin, March 2014
- Blacks and Hispanics more spontaneous in vacation planning
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- Figure 71: Summer vacation destination, planning, and travel modes, by race/Hispanic origin, March 2014
- Taste for the exotic clashes with limited budgets for Blacks and Hispanics
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- Figure 72: Attitudes toward vacation destination, planning, and motivation, by race/Hispanic origin, March 2014
Appendix – Other Useful Consumer Tables
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- Characteristics of seasonal vacationers
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- Figure 73: Any vacations taken within the past 12 months, by seasons, by age groups, and gender by age groups, March 2014
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- Figure 74: Any vacations taken within the past 12 months, by seasons, by Census regions, March 2014
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- Figure 75: Any vacations taken within the past 12 months, by seasons, by generations, March 2014
- Seasonal vacations overview
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- Figure 76: Average number of vacations taken within the past 12 months, by season, by gender and age, March 2014
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- Figure 77: Average number of vacations taken within the past 12 months, by season, by gender and presence of children in household, March 2014
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- Figure 78: Average number of vacations taken within the past 12 months, by season, by age and household income, March 2014
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- Figure 79: Average number of vacations taken within the past 12 months, by season, parent gender and child aged 6-11, March 2014
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- Figure 80: Average number of vacations taken within the past 12 months, by season, by parent gender and teen aged 12-17, March 2014
- Attitudes toward vacation destinations, planning, and motivation
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- Figure 81: Attitudes toward vacation destinations, planning, and vacation motivation, March 2014
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- Figure 82: Attitudes toward vacation destinations, planning, and vacation motivation, by gender and age, March 2014
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- Figure 83: Attitudes toward vacation destinations, planning, and vacation motivation, by household income, March 2014
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- Figure 84: Attitudes toward vacation destinations, planning, and vacation motivation, by age and household income, March 2014
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- Figure 85: Attitudes toward vacation destinations, planning, and vacation motivation, by parent gender and child aged 6-11, March 2014
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- Figure 86: Attitudes toward vacation destinations, planning, and vacation motivation, by parent gender and teen aged 12-17, March 2014
- Vacations taken and planned
- Taken in the past 12 months
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- Figure 87: Any vacations taken within the past 12 months, by gender and age, March 2014
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- Figure 88: Any vacations taken within the past 12 months, by gender and presence of children in household, March 2014
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- Figure 89: Any vacations taken within the past 12 months, by age and income, March 2014
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- Figure 90: Any vacations taken within the past 12 months, by parent gender and child aged 6-11, March 2014
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- Figure 91: Any vacations taken within the past 12 months, parent gender and teen aged 12-17 March 2014
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- Figure 92: Total winter vacations taken within the past 12 months, by race/Hispanic origin, March 2014
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- Figure 93: Total winter vacations taken within the past 12 months, by parent gender and child aged 6-11, March 2014
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- Figure 94: Total winter vacations taken within the past 12 months, by parent gender and teen aged 12-17, March 2014
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- Figure 95: Total spring vacations taken within the past 12 months, by gender and presence of children in household, March 2014
- Planned for the next 12 months
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- Figure 96: Any vacation plans for the next 12 months, by gender and age, March 2014
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- Figure 97: Any vacation plans for the next 12 months, by presence of children in household, March 2014
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- Figure 98: Any vacation plans for the next 12 months, by age and household income, March 2014
- Duration and distance
- Duration
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- Figure 99: Duration of any vacation, by household income, March 2014
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- Figure 100: Duration of any vacation, by gender and presence of children in household, March 2014
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- Figure 101: Duration of any vacation, by presence of children in household, March 2014
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- Figure 102: Duration of summer vacation, by presence of children in household, March 2014
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- Figure 103: Duration of fall vacation, by presence of children in household, March 2014
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- Figure 104: Duration of winter vacation, by gender and presence of children in household, March 2014
- Distance
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- Figure 105: Distance traveled for any vacations, by presence of children in household, March 2014
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- Figure 106: Distance traveled for any vacations, by gender and presence of children in household, March 2014
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- Figure 107: Distance traveled for any vacations, by age and household income, March 2014
- Vacation companions
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- Figure 108: Winter travel companions, by presence of children in household, March 2014
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- Figure 109: Spring travel companions, by gender and presence of children in household, March 2014
- Vacation types
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- Figure 110: Summer vacation types, by presence of children in household, March 2014
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- Figure 111: Fall vacation types, by gender and presence of children in household, March 2014
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- Figure 112: Summer vacation types, by summer vacation companions, March 2014
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- Figure 113: Spring vacation types, by spring vacation companions, March 2014
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- Figure 114: Winter vacation types, by winter vacation companions, March 2014
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- Figure 115: Spring vacation types, by gender and presence of children in household, March 2014
- Vacation destination, planning, and travel modes
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- Figure 116: Spring vacation destination, planning, and travel modes, by gender and presence of children in household, March 2014
Appendix – Trade Associations
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