2010 Consumer Highlights

Highlights from the  Travel Weekly 2010 Consumer Survey (click link for complete survey)

18-31 year olds like using Travel Agents

Who knew! The 18 to 31 year olds represent 14% of the population yet represent a significantly higher percentage of the leisure travelers who use traditional agents. This is attributed to, among a variety of reasons, to that generation wanting to be coddled and online information overload.

Information overload

Frugality is the new norm.

Travelers are 36% more likely to use coupons, 35% more likely to wait for sales, 26% more likely to buy online.

The Only Green People Want To See Are Lower Fares

Of the total surveyed, 84% said no or are unsure about paying a higher fare to use a travel supplier that demonstrates environment responsibility.

Lists 4 different “tribes” of leisure travelers.

Sensationals make up 28% of all leisure travelers and are the youngest of the four segments (mean age of 40). They tend to be professional singles and couples with a preference for action/the club life. They also favor adventure and outdoor vacations, clothing-optional/spa destinations and travel primarily to play. They are particularly receptive to travel deals discovered through flash emails.

Families represent 23% of all leisure travelers. They are family-vacation-oriented, represent the second-youngest segment by age (mean of 42), reside in dual-income households with children under 18 and are package-travel-oriented. Their preferences include theme parks, predictable experiences, cruises and beach vacations. They are safety-conscious and are smart comparison shoppers.

Touristers represent 23% of all leisure travelers. They are happily married and the second-oldest group (mean of 47), entrepreneurial/driven to succeed and favor “no-mistake” travel. They view travel as an opportunity to learn. They take the most trips and spend the highest amount per trip. Their travel preferences index highly on family visits and high-end global destinations.

Extraordinaires make up 26% of all travelers and are the oldest tribe (mean of 52).

More than one-third (36%) are grandparents. They tend to be wealthy empty-nesters seeking urban cultural experiences with a particular interest in museums and the theater. City, European and other foreign destinations index highly in terms of their preferences. They have a penchant for boutique hotels and resorts.

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About Abrar

Welcome to the narration of whatever is piquing my interest. I spent the first 6 years of my professional life in software development and project management at a start-up, a 10 person consulting company and ultimately reporting to the C.I.O. for a Fortune 150 conglomerate. I've spent the last 9 years in travel the travel industry: 2 years in managing travel technology projects (the systems travelers use like booking engines and fare databases) and the remaining 7 years in business development at an online travel agency specializing in international travel. I truly enjoyed growing from 2 people and near zero sales to a multi-national travel agency with an offshore call center, deploying an overseas sales office, securing key corporate clients, implementing strategic relationships within the travel industry and embracing technology as best we could afford to do. I stepped away from a day to day role in 2006 and have since specialized in advising companies in and outside of the travel industry on what to do and what not to do as they expand. My personal interests include international travel, reading books and spending time with family and friends. I love business, I love travel and I love technology.

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