Here’s a taster from the most recent EyeforTravel report

EyeforTravel has joined forces with IXI Services, a division of Equifax, to harness proprietary data from more than 120 million US households. The result is a comprehensive 68-page report - US Outbound Travel in 2016 - which drills down into who the US outbound traveller is, what they purchase, where they go and much more. Here is a taster of what to expect.

Who are they? In the main, middle-aged (40+), married and educated Americans are among the most likely to head to foreign shores. You can also throw homeowners, full time employees, couples and families into the mix. The report also drills down into more niche segments for marketers. Eight of these are identified and include ‘Flush Families’, ‘Secure in Suburbia’, 'Golden Globetrotters’ and those 'Consuming on Credit’. 

What are they doing? Americans, it seems, are willing and able to spend on outbound travel. In 2015, EyeforTravel estimates that the total US outbound market was worth around $210bn, with 52% of this being spent on vacations. Meanwhile, spend on leisure flights topped $50bn. They are also using devices with the most popular continuing to be desktops or laptops (73% of US adults currently own one, according to a 2015 Pew Research). But smartphone usage at 68% is also strong. The report drills down further into how various segments are responding to advertising. ‘Secure in Suburbia’ consumers, for example, are focused on bargains and deals, so aggressive offers are likely to perform better as will new product launches, especially if they offer an exclusive discount.

Where are they going? Despite Republican candidate Donald Trump’s threats to build a wall between the US and Mexico, the central American country remains one of the most popular destinations for US outbound travellers, accounting for some 35% of journeys since 2011. Around half this number travel to America’s other neighbour – Canada. The number of trips taken to Mexico has also risen by 40% in the same period (second only to the Middle East at 52%).

Interestingly, just 18% of US outbound travel has been destined for Europe over the period. Post the UK's decision to ‘Brexit’ the European Union, the country is facing plenty of economic concerns but it could well be one of the key European beneficiaries from growing US travel, particularly with the sharp fall in the pound. The UK could also be perceived to be safer destination than France, which last week suffered yet another devastating and tragic blow when a suspected terrorist drove a lorry through a crowd of Bastille Day celebrants killing 84 in the southern city of Nice.

When are they travelling? Summertime is when international travel peaks with July being the most popular month. There are 75% more outbound journeys in the month than in February when the fewest people go abroad. March and December are other seasonal peaks. The report notes that “Americans continue to travel in a structured and highly seasonal manner” this makes it “easier for the travel industry to market to, and plan for.”

Why are they travelling abroad? Among the reasons are that unemployment has fallen and travellers have more money in their pockets as a result. Another factor is that the number of Americans with passports have risen to 126 million representing 39% of the total US population - a 1600% increase since 1989, according to the US Department of State. Also there is some evidence to suggest that travel is increasingly becoming a beneficiary of the much talked about trend towards ‘experiential’ spending. Spending on international travel, the report finds, outpaced all other major categories, growing by just over 21% in four years.

As we said, this is just a taster. Download the full US Outbound Travel in 2016 report for more business critical insights