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Published by: Mintel International Group Ltd.
Published: May. 1, 2009 - 77 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- The recession drives down vacation travel category
- Smooth sailing on the high seas
- Who is traveling
- How they get from here to there (domestically)
- How much respondents spend on transportation
- Types of vacations respondents take
- Insights and opportunities
- Popular destinations of respondents
- How respondents travel domestically
- Which respondents rent cars
- Which respondents go on cruises
- MARKET DRIVERS
- Key points
- The recession takes its toll on the category
- Figure 1: Trends in spending on summer vacations, June 2008
- Figure 2: How economic downturn has affected travel plans, February 2009
- The Swine Flu Virus (H1-N1) concerns travelers, may deter travel
- Hitting the road for traditional holidays and popular destinations
- Figure 3: America’s top 10 tourist attractions, 2007
- Spring break beckons
- Figure 4: Vacations taken within U.S. in last 12 months, by age, February, 2009
- Figure 5: Most popular destinations for spring break, 2009
- COMPETITIVE CONTEXT
- Figure 6: Biggest changes in favorite leisure activities, 2007-08
- Figure 7: Reasons for not taking a vacation in last 12 months, February, 2009
- BRAND QUALITIES
- It’s about you at JetBlue
- Virgin Atlantic is cool and classy
- Avis innovates with technology and rebates
- INNOVATION AND INNOVATORS
- Getting funky on Southwest
- A taste for fine wine at American, and cheesecake at Delta
- JetBlue and NCL cast safety nets for the unemployed
- Innovation at Delta
- Innovation at American Airlines
- Innovation at Avis Budget
- Luring consumers with triple miles and special promotions
- Redefining low-cost travel at Spirit
- ADVERTISING AND PROMOTION
- OVERVIEW
- Figure 8: Ad spends by top airlines and rental car agencies, 2006-07
- Noteworthy branding initiatives
- WEB MARKETING EFFORTS
- Overview
- Southwest Airlines
- Enterprise Rent-A-Car
- Delta
- Avis
- Analysis of commercials
- Figure 9: Orbitz ad, 2009
- Figure 10: Avis ad, 2009
- Figure 11: Southwest television ad, 2009
- WHO IS TRAVELING
- Key points
- Six in 10 went on vacations
- Figure 12: Vacations taken within U.S. in last 12 months, February, 2009
- Vacationing in the U.S. is the destination of choice
- Figure 13: Vacations taken outside U.S. in last 24 months, February, 2009
- 18-24-year-olds have wanderlust
- Figure 14: Vacations taken within U.S. in last 12 months, by age, February, 2009
- 18-34-year-olds traveling overseas
- Figure 15: Vacations taken outside U.S. in last 24 months, by age, February, 2009
- Married and traveling
- Figure 16: Domestic travel, by marital status, July 2007-September 2008
- More educated respondents travel more often
- Figure 17: Domestic travel, by education, July 2007-September 2008
- HOW MUCH RESPONDENTS SPEND ON TRANSPORTATION
- Key points
- Most spend $1,000 or less
- Figure 18: Amount spent on transportation on last vacation, February, 2009
- $1,000 is a nice round number
- Figure 19: Amount spent on transportation on last vacation, by income, February, 2009
- HOW RESPONDENTS TRAVEL DOMESTICALLY
- Key points
- On the road again
- Figure 20: Modes of transportation used during last vacation within U.S., February, 2009
- The affluent fly; the less affluent take buses
- Figure 21: Modes of transportation used during last vacation within U.S., by income, February, 2009
- Married and driving
- Figure 22: Mode of transportation for domestic travel, by marital status, July 2007-September 2008
- HOW RESPONDENTS TRAVEL INTERNATIONALLY
- Key points
- A variety of choices when traveling abroad
- With children and driving
- Figure 23: Mode of transportation during foreign travel, by children in household, July 2007-September 2008
- USAGE OF ANCILLARY SERVICES WHEN TRAVELING
- Key points
- Paperless/electronic tickets, self serve, and seat selector popular options
- Figure 24: Air travel services used for domestic trips, February, 2009
- 45-54-year-olds use the most services
- Figure 25: Air travel services used for domestic trips, by age, February, 2009
- Affluent use more services
- Figure 26: Air travel services used for domestic trips, by income, February, 2009
- WHICH RESPONDENTS RENT CARS?
- Key points
- Three in 10 rent
- Figure 27: Vehicle rental, July 2007-September 2008
- Young and old less likely to rent
- Figure 28: Vehicle rental, by age, July 2007-September 2008
- More affluent rent more often
- Figure 29: Vehicle Rental, by household income, July 2007-September 2008
- Marriage and renting cars
- Figure 30: Vehicle rental, by marital status, July 2007-September 2008
- WHICH RESPONDENTS GO ON CRUISES?
- Key points
- About one in 10 went on cruises
- Figure 31: Cruise ship vacations, July 2007-September 2008
- Caribbean and Bahamas most popular destinations
- Figure 32: Cruise ship vacation destination, July 2007-September 2008
- Cruises for the middle class and affluent
- Figure 33: Cruise ship vacations, by household income, July 2007-September 2008
- Six in 10 spent $1,000 or more
- Figure 34: Amount spent on cruise ship vacation, July 2007-September 2008
- Older respondents spend more on cruises
- Figure 35: Amount spent on cruise ship vacation, by age, July 2007-September 2008
- POPULAR DESTINATIONS OF RESPONDENTS
- Key points
- Florida, California, and Nevada are popular destinations
- Figure 36: Top five states visited during last vacation, February, 2009
- Mexico, Europe, and the Caribbean are popular destinations
- Figure 37: Overseas destinations visited during last vacation, February 2009
- 35-44-year-olds going to Europe and the Caribbean
- Figure 38: Overseas destinations visited during last vacation, by age, February 2009
- TYPES OF VACATIONS RESPONDENTS TAKE
- Key points
- Visiting friends in the U.S
- Figure 39: Type of vacation taken within U.S. in last 12 months, February 2009
- 25-34-year-olds head to the beach and the slopes
- Figure 40: Type of vacation taken within U.S. in last 12 months, by age, February 2009
- Going abroad for a variety of reasons
- Figure 41: Type of vacation taken overseas in last 24 months, February 2009
- Different demographics seek out different diversions
- Figure 42: Type of vacation taken overseas in last 24 months, by age, February 2009
- RACE/HISPANIC ORIGIN
- Key points
- Hispanics and blacks trading down and bargain hunting
- Figure 43: How economic downturn has affected travel plans, by race/Hispanic origin, February 2009
- Hispanics travel overseas more frequently
- Figure 44: Vacations taken outside U.S. in last 24 months, by race/Hispanic origin, February 2009
- Blacks and Hispanics least likely to use ancillary services
- Figure 45: Air travel services used for domestic trips, by race/Hispanic origin, February, 2009
- Blacks rent cars; Hispanics take public transportation
- Figure 46: Modes of transportation used during last vacation within U.S., by race/Hispanic origin, February 2009
- REASONS FOR NOT TRAVELING
- Key points
- No money equals no vacations
- Figure 47: Reasons for not taking a vacation in last 12 months, February 2009
- The new mantra: trading down and searching for bargains
- Figure 48: How economic downturn has affected travel plans (agree responses), February 2009
- 18-24-year-olds trading down hard
- Figure 49: How economic downturn has affected travel plans (agree responses), by age, February 2009
- Less affluent choosing cheaper transportation
- Figure 50: How economic downturn has affected travel plans (agree responses), by income, February 2009
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Less affluent staying home
- Figure 51: Vacations taken within U.S. in last 12 months, by income, February 2009
- Affluent going overseas
- Figure 52: Vacations taken outside U.S. in last 24 months, by income, February 2009
- Going abroad via airlines
- Figure 53: Modes of transportation used during last vacation outside U.S., February 2009
- 18-24-year-olds have too much work and not enough money
- Figure 54: Reasons for not taking a vacation in last 12 months, by age, February 2009
- APPENDIX: TRADE ASSOCIATIONS
AbstractDiscounted group travel is a common offering found at a wide variety of institutions and organizations, environmental groups, colleges, fraternal institutions, etc. The recession, though, is creating a new kind of discount group travel: nearly a third of respondents took “trips with more people to split the cost.” The longstanding popularity of group travel plus Mintel’s above finding suggests a new opportunity: letting groups of friends band together in order to create their own trips at discounted rates.
For example, an airline could let Jane Doe put together a trip from New York to Orlando for her family and friends. If she can sign up 10 travelers, everyone (or just Jane Doe) receives a 10% discount on ticketing. Such a proposition is likely to appeal to the 31% of respondents who are already joining together to cut costs, and will likely to continue to appeal as long as the recession lasts.
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