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Seasonal Vacation Trends - US - June 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US consumer expenditure and fan chart forecast of vacations and tourism at current prices, 2008-18
Market drivers
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?
Figure 3: Any vacations taken within the past 12 months, by seasons, by race/Hispanic origin, March 2014
Summer is primary vacation season
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
Figure 5: Duration of seasonal vacations, by seasons, March 2014
Summer most popular time for travel with family
Figure 6: Vacation companions, by seasons, March 2014
Summer vacations mostly kid-friendly
Figure 7: Vacation types, by seasons, March 2014
Moms are primary vacation planners
What we think
ISSUES AND INSIGHTS
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
Trend: Who Are the Joneses?
Trend: Rebirth of Cities
Trend: Prepare for the Worst
MARKET SIZE AND FORECAST
Key points
More consumers planning vacation in 2014
Sales and forecast of vacations and tourism
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
Figure 10: Total US consumer expenditure and fan chart forecast of vacations and tourism at current prices, 2008-18
MARKET DRIVERS
Key points
Aging population positive driver for fall and spring vacation markets
Figure 11: Total US population by age, 2009-19
Disposable personal income has increased
Figure 12: Disposable personal income and personal savings rate, Jan. 1, 2000-Dec. 1, 2013
Growing inequality tempers positive impacts of economic recovery
Figure 13: Consumer confidence and unemployment, annual averages, 2000-13, January-April 2014
Higher-income households see biggest gains in financial security
Figure 14: Current household financial situation, December 2013 versus December 2012
Travel spend still recovering, but vacations are taking priority
Figure 15: Perceived change in spend on vacations in 2013 compared to prior years, January 2014
Figure 16: How extra money is spent, January 2014, January 2013, and July 2008
Consumer and expert views positive for travel industry
Figure 17: Traveler Sentiment Index, March 2007-February 2014
Travel prices rising modestly
Figure 18: US DOT National Level Domestic Average Airfares, 2000-13
CHARACTERISTICS OF SEASONAL VACATIONERS
Key points
Income is a strong driver of vacationing
Figure 19: Any vacations taken within the past 12 months, by seasons, by gender, age, and household income, March 2014
Asians are avid vacationers
Figure 20: Any vacations taken within the past 12 months, by seasons, by race/Hispanic origin, March 2014
Kids drive vacations
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
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
Overview of the marketing landscape
Theme: Family Vacation
Best Western teams with Disney
Figure 22: Best Western, television ad, 2014
California calling all kids and families
Figure 23: Visit California, television ad, 2013
Princess Cruises pushes summer sailings to families
Figure 24: Princess Cruises, Loyalty Program Newsletter, 2014
Theme: Deals and Steals
Atlantis launches Memorial Day Sale
Figure 25: Atlantis Resort, television ad, 2014
Figure 26: Atlantis Resort website, 2014
Spirit rebrands as “Home of the Bare Fare”
Figure 27: Spirit Airlines, television ad, 2014
Figure 28: Spirit Airlines, website, 2014
Theme: Catering to the time-strapped consumer
Princess Cruises offers “short getaways”
Figure 29: Princess Cruises, direct mail, 2013
Hilton targets “weekenders”
Figure 30: Hilton Hotels Corporation, print ad, 2014
Theme: Escapism
Visit Florida encourages seasonal migration
Figure 31: Visit Florida, television ad, 2014
The Bahamas banks on its natural beauty
Figure 32: The Islands of the Bahamas, television ad, 2013
Wyoming calls travelers to roam free
Figure 33: Wyoming Tourism, television ad, 2013
SEASONAL VACATIONS OVERVIEW
Key points
Summer leads in number of vacationers and number of trips per person
Figure 34: Vacations taken within the past 12 months, by seasons, March 2014
Vacation planning nearly universal
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
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
Figure 38: Vacation companions, by seasons, March 2014
Vacationers seek nature in summer, resorts in winter
Figure 39: Vacation types, by seasons, March 2014
Summer is time for relaxation and road trips
Figure 40: Vacation destination, planning, and travel modes, by seasons, March 2014
ATTITUDES TOWARD VACATION DESTINATIONS, PLANNING, AND MOTIVATION
Key points
Vacationers want novelty tempered with security
Figure 41: Attitudes toward vacation destinations, planning, and vacation motivation, March 2014
Younger adults seek adventure and nostalgia
Figure 42: Attitudes toward vacation destinations, planning, and vacation motivation, by age, March 2014
Moms look for new experiences and time with loved ones
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
Key points
Trends for summer vacations are distinct from spring and fall
Kids drive frequent summer vacations
Figure 44: Total summer vacations taken within the past 12 months, by presence of children in household, March 2014
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
Figure 46: Fall vacation plans for the next 12 months, by presence of children in household, March 2014
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
Figure 48: Winter vacation plans for the next 12 months, by gender and presence of children in household, March 2014
DURATION AND DISTANCE
Key points
Children limit long-distance summer travel
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
Figure 50: Duration of fall vacation, by gender and presence of children in household, March 2014
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
Figure 53: Distance traveled for winter vacation, by gender and presence of children in household, March 2014
TRAVEL COMPANIONS
Key points
More women include family and friends in their summer vacations
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
Figure 55: Fall vacation companions, by presence of children in household, March 2014
VACATION TYPES
Key points
Dads take more active summer vacations
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
Figure 57: Fall vacation types, by fall vacation companions, March 2014
Some escape the winter weather, others go skiing
Figure 58: Winter vacation types, by gender and presence of children in household, March 2014
Northeasterners favor resorts for winter breaks
Figure 59: Winter vacation types, by region, March 2014
VACATION DESTINATION, PLANNING, AND TRAVEL MODES
Key points
Moms plan summer vacations around activities
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
Figure 61: Fall vacation destination, planning, and travel modes, by presence of children in household, March 2014
Winter activities drive vacation planning for parents
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
Key points
Asians lead in vacation travel in every season
Figure 63: Any vacations taken within the past 12 months, by race/Hispanic origin, March 2014
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
Figure 66: Summer vacation plans for the next 12 months, by race and age, March 2014
Blacks take short trips close to home
Figure 67: Duration of seasonal vacations, by race/Hispanic origin, March 2014
Figure 68: Distance traveled for vacation, by race/Hispanic origin, March 2014
Hispanics vacation with kids, Blacks with extended family and friends
Figure 69: Summer vacation companions, by race/Hispanic origin, March 2014
Blacks and Hispanics favor structured vacations
Figure 70: Summer vacation types, by race/Hispanic origin, March 2014
Blacks and Hispanics more spontaneous in vacation planning
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
Figure 72: Attitudes toward vacation destination, planning, and motivation, by race/Hispanic origin, March 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Characteristics of seasonal vacationers
Figure 73: Any vacations taken within the past 12 months, by seasons, by age groups, and gender by age groups, March 2014
Figure 74: Any vacations taken within the past 12 months, by seasons, by Census regions, March 2014
Figure 75: Any vacations taken within the past 12 months, by seasons, by generations, March 2014
Seasonal vacations overview
Figure 76: Average number of vacations taken within the past 12 months, by season, by gender and age, March 2014
Figure 77: Average number of vacations taken within the past 12 months, by season, by gender and presence of children in household, March 2014
Figure 78: Average number of vacations taken within the past 12 months, by season, by age and household income, March 2014
Figure 79: Average number of vacations taken within the past 12 months, by season, parent gender and child aged 6-11, March 2014
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
Figure 81: Attitudes toward vacation destinations, planning, and vacation motivation, March 2014
Figure 82: Attitudes toward vacation destinations, planning, and vacation motivation, by gender and age, March 2014
Figure 83: Attitudes toward vacation destinations, planning, and vacation motivation, by household income, March 2014
Figure 84: Attitudes toward vacation destinations, planning, and vacation motivation, by age and household income, March 2014
Figure 85: Attitudes toward vacation destinations, planning, and vacation motivation, by parent gender and child aged 6-11, March 2014
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
Figure 87: Any vacations taken within the past 12 months, by gender and age, March 2014
Figure 88: Any vacations taken within the past 12 months, by gender and presence of children in household, March 2014
Figure 89: Any vacations taken within the past 12 months, by age and income, March 2014
Figure 90: Any vacations taken within the past 12 months, by parent gender and child aged 6-11, March 2014
Figure 91: Any vacations taken within the past 12 months, parent gender and teen aged 12-17 March 2014
Figure 92: Total winter vacations taken within the past 12 months, by race/Hispanic origin, March 2014
Figure 93: Total winter vacations taken within the past 12 months, by parent gender and child aged 6-11, March 2014
Figure 94: Total winter vacations taken within the past 12 months, by parent gender and teen aged 12-17, March 2014
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
Figure 96: Any vacation plans for the next 12 months, by gender and age, March 2014
Figure 97: Any vacation plans for the next 12 months, by presence of children in household, March 2014
Figure 98: Any vacation plans for the next 12 months, by age and household income, March 2014
Duration and distance
Duration
Figure 99: Duration of any vacation, by household income, March 2014
Figure 100: Duration of any vacation, by gender and presence of children in household, March 2014
Figure 101: Duration of any vacation, by presence of children in household, March 2014
Figure 102: Duration of summer vacation, by presence of children in household, March 2014
Figure 103: Duration of fall vacation, by presence of children in household, March 2014
Figure 104: Duration of winter vacation, by gender and presence of children in household, March 2014
Distance
Figure 105: Distance traveled for any vacations, by presence of children in household, March 2014
Figure 106: Distance traveled for any vacations, by gender and presence of children in household, March 2014
Figure 107: Distance traveled for any vacations, by age and household income, March 2014
Vacation companions
Figure 108: Winter travel companions, by presence of children in household, March 2014
Figure 109: Spring travel companions, by gender and presence of children in household, March 2014
Vacation types
Figure 110: Summer vacation types, by presence of children in household, March 2014
Figure 111: Fall vacation types, by gender and presence of children in household, March 2014
Figure 112: Summer vacation types, by summer vacation companions, March 2014
Figure 113: Spring vacation types, by spring vacation companions, March 2014
Figure 114: Winter vacation types, by winter vacation companions, March 2014
Figure 115: Spring vacation types, by gender and presence of children in household, March 2014
Vacation destination, planning, and travel modes
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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