Abstract
It is no secret that the recession has adversely affected the vacation transportation category, but that does not mean that Americans have stopped traveling. In fact, according to Mintel' s proprietary research, the majority is still taking vacations. This report explores the following topics:
- Which demographics are most likely to travel, and the types of transportation they are most likely to take
- What various demographics are spending on vacation travel, and where they are most likely to go
- Reasons respondents take vacations, and how marketers can capitalize on these motivations
- Trends in vacation transportation and how respondents are changing travel habits in response
- Specific strategies and tactics marketers can use to woo travelers
- Innovative ideas by leading companies and an exploration of how they can be re-purposed for other sectors
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 10: 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 11: Orbitz ad, 2009
- Figure 12: Avis ad, 2009
- Figure 13: Southwest television ad, 2009
- Who is Traveling
- Key points
- Six in 10 went on vacations
- Figure 14: Vacations taken within U.S. in last 12 months, February, 2009
- Vacationing in the U.S. is the destination of choice
- Figure 15: Vacations taken outside U.S. in last 24 months, February, 2009
- 18-24-year-olds have wanderlust
- Figure 16: Vacations taken within U.S. in last 12 months, by age,
February, 2009
- 18-34-year-olds traveling overseas
- Figure 17: Vacations taken outside U.S. in last 24 months, by age,
February, 2009
- Married and traveling
- Figure 18: Domestic travel, by marital status, July 2007-September 2008
- More educated respondents travel more often
- Figure 19: Domestic travel, by education, July 2007-September 2008
- How Much Respondents Spend On Transportation
- Key points
- Most spend $1,000 or less
- Figure 20: Amount spent on transportation on last vacation, February,
2009
- $1,000 is a nice round number
- Figure 21: Amount spent on transportation on last vacation, by income,
February, 2009
- How Respondents Travel Domestically
- Key points
- On the road again
- Figure 22: Modes of transportation used during last vacation within
U.S., February, 2009
- The affluent fly; the less affluent take buses
- Figure 23: Modes of transportation used during last vacation within
U.S., by income, February, 2009
- Married and driving
- Figure 24: 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 25: 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 26: Air travel services used for domestic trips, February, 2009
- 45-54-year-olds use the most services
- Figure 27: Air travel services used for domestic trips, by age,
February, 2009
- Affluent use more services
- Figure 28: Air travel services used for domestic trips, by income,
February, 2009
- Which Respondents Rent Cars?
- Key points
- Three in 10 rent
- Figure 29: Vehicle rental, July 2007-September 2008
- Young and old less likely to rent
- Figure 30: Vehicle rental, by age, July 2007-September 2008
- More affluent rent more often
- Figure 31: Vehicle Rental, by household income, July 2007-September 2008
- Marriage and renting cars
- Figure 32: Vehicle rental, by marital status, July 2007-September 2008
- Which Respondents Go On Cruises?
- Key points
- About one in 10 went on cruises
- Figure 33: Cruise ship vacations, July 2007-September 2008
- Caribbean and Bahamas most popular destinations
- Figure 34: Cruise ship vacation destination, July 2007-September 2008
- Cruises for the middle class and affluent
- Figure 35: Cruise ship vacations, by household income, July
2007-September 2008
- Six in 10 spent $1,000 or more
- Figure 36: Amount spent on cruise ship vacation, July 2007-September 2008
- Older respondents spend more on cruises
- Figure 37: 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 38: Top five states visited during last vacation, February, 2009
- Mexico, Europe, and the Caribbean are popular destinations
- Figure 39: Overseas destinations visited during last vacation, February
2009
- 35-44-year-olds going to Europe and the Caribbean
- Figure 40: Overseas destinations visited during last vacation, by age,
February 2009
- Types of Vacations Respondents Take
- Key points
- Visiting friends in the U.S.
- Figure 41: 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 42: Type of vacation taken within U.S. in last 12 months, by age,
February 2009
- Going abroad for a variety of reasons
- Figure 43: Type of vacation taken overseas in last 24 months, February
2009
- Different demographics seek out different diversions
- Figure 44: 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 45: How economic downturn has affected travel plans, by
race/Hispanic origin, February 2009
- Hispanics travel overseas more frequently
- Figure 46: 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 47: Air travel services used for domestic trips, by race/Hispanic
origin, February, 2009
- Blacks rent cars; Hispanics take public transportation
- Figure 48: 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 49: Reasons for not taking a vacation in last 12 months, February
2009
- The new mantra: trading down and searching for bargains
- Figure 50: How economic downturn has affected travel plans (agree
responses), February 2009
- 18-24-year-olds trading down hard
- Figure 51: How economic downturn has affected travel plans (agree
responses), by age, February 2009
- Less affluent choosing cheaper transportation
- Figure 52: How economic downturn has affected travel plans (agree
responses), by income, February 2009
- Appendix: Other Useful Consumer Tables
- Less affluent staying home
- Figure 69: Vacations taken within U.S. in last 12 months, by income,
February 2009
- Affluent going overseas
- Figure 70: Vacations taken outside U.S. in last 24 months, by income,
February 2009
- Going abroad via airlines
- Figure 71: 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 72: Reasons for not taking a vacation in last 12 months, by age,
February 2009
- Appendix: Trade Associations
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