McLean, VA, May 14, 2015 – All generations plan to travel and spend more on leisure travel this summer with Boomers and Traditionalists leading the charge according to a national survey by D.K. Shifflet & Associates. Boomers intend to increase leisure days traveled and spending at about the same rate (8%) while Traditionalists registered a 9% increase in leisure travel days and an over 10% increase in leisure travel spending. “Perhaps Traditionalists intend to make the most of their final years”, speculates Chris Klauda, Vice President at D.K. Shifflet & Associates.
Millenial and Gen X leisure travel intentions are also positive while their spending is somewhat muted, particularly Millenials. It is notable that the younger generations still intend to travel this summer but they may be frugal about it. Travel marketers are advised to show some restraint in increasing prices to avoid alienating these travelers of the future.
*Age as of 2015 – the year Millennials comprise the entire 18-34 year old demographic
D. K. Shifflet & Associates has been producing quarterly travel intention reports to help marketers anticipate and plan for fluctuations in travel demand and spending. Fall 2015 intentions will be available in August.