Among the most significant outcomes of the survey, it was found that 27 percent of the U.S. population had gone to restaurants in the past year based solely upon recommendations from advocates. With an average spend of $50 per visit, this translates to more than $3.3 billion worth of annual advocacy-driven purchases at restaurants. Similarly, while it was found that 11 percent of the U.S. population had taken a cruise, four percent of the U.S. population chose a cruise line that came recommended by an advocate. With an average spend of $3,000 per cruise, advocacy directly drove more than $9.5 billion worth of cruise purchase decisions over the past year. 

"It's important to recognize that advocacy is different than buzz," said Judy Melanson, Travel and Hospitality Practice Leader at Chadwick Martin Bailey. "An advocate is an evangelist, not content to merely pass along or comment on the 'latest thing,' the advocate is driven by a heartfelt belief that you should buy this product, and is ready, willing and able to explain why. We see buzz as more a subset of advocacy - more of a short-term, viral campaign during which a willing accomplice spreads information or excitement." 

The "Influential" Factor 

Key among the CMB findings are the benefits of targeting "influentials(sm)," or those whose opinions carry weight among a wide audience. While "influentials," often the targets of popular buzz campaigns, represent approximately 10 percent of the population, they also account for 16 percent of advocacy spending. However, the resulting 90 percent of the population that may be considered "non-influentials," also represents 84 percent of advocacy spending in the U.S. 

Other key findings of the survey include: 

• Exponential Advocacy - Over the past two years seven-in-ten gave a recommendation for a hotel, airline, restaurant, cruise, theme park or airline and, on average, these advocates are making recommendations to at least four people. 
• The Best Advocates - CMB found that Generation Y, (those born in 1979 or later) with their wide circles of contacts, were the most prolific brand advocates in the travel and hospitality segment among all other generations. However, it was Baby Boomers, (born 1946-1964) with their remarkable purchasing power, that accounted for more than half (59 percent) of direct advocacy-related purchases, totaling nearly $18 billion last year. 
• Target the Travelers - Survey results showed that frequent travelers are not only most influenced by advocates but are also most likely to act upon a recommendation, especially for cruise lines, upscale hotels, vacation resorts, casinos and amusement parks. 
• Overall Results

For the study, Chadwick Martin Bailey surveyed a general population of more than 1,000 respondents within the U.S. For more information on this research study please contact Judy Melanson at 617-350-8922. 

About Chadwick Martin Bailey 
Founded in 1984 by John Martin and Anne Bailey Berman, Chadwick Martin Bailey conducts market research for some of the world's largest companies in more than 30 countries. With corporate offices in Boston, Massachusetts, Chadwick Martin Bailey's team-based approach ensures that it applies the right combination of people and expertise to each business challenge or opportunity it faces. Whether it be marketing ROI, product development, or enhanced customer satisfaction, all of Chadwick Martin Bailey's custom research approaches have a singular focus: to bring clarity to what clients can do to get, keep, and grow customers. 

Chadwick Martin Bailey
www.ChadwickMartinBailey.com