|ORLANDO, Fla. (August 11, 2011) - Make
that’s the mantra of today’s resourceful and increasingly experiential
travelers, according to the newly released Ypartnership/Harrison Group
Portrait of American Travelers(SM).
This national survey of just over 2,500 adults tracks the emerging travel habits, preferences and intentions of American leisure travelers and provides valuable insights into the motivations that guide their planning and purchasing behavior.
At the core of this year’s findings is the sustained sense of “new resourcefulness” embraced by travelers, a response to Americans’ unwavering commitment to travel despite persistent economic concerns. Americans treasure their leisure and vacation time - citing travel as their number two passion behind family, the survey found. These travelers are also savvier and more self-reliant since the arrival of the Great Recession, however. Also enabled by the continued growth of the Internet, they are more determined than ever to obtain the most value from their travel purchases - though their definition of this is no longer based on price alone.
What does this mean for the year ahead in the travel industry? The 2011 Portrait of American Travelers(SM) reveals the following key trends:
THE YEAR AHEAD
The Ypartnership/Harrison Group 2011 Portrait of American Travelers(SM) is a national survey of 2,539 U.S. households that was conducted in March 2011. The results provide an in-depth examination of the impact of the current economic environment, social values and media practices on the travel habits of Americans with an annual household income of $50,000 or more who have taken at least one leisure trip of 75 miles or more from home requiring overnight accommodations during the previous 12 months. For more information, please visit the Publications section of http://www.ypartnership.com.
Ypartnership is America's leading marketing services company serving travel, leisure, hospitality and entertainment clients. The agency's Insights group is widely acknowledged as the preeminent source of market intelligence on emerging business and leisure travel trends. For more information, visit http://www.ypartnership.com
Stay current on our research findings and client activities by following Ypartnership Public Relations on Twitter (@Ytravels) or on Facebook (http://facebook.com/YpartnershipFB).
Christie Gregovich or Noel Perkins
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