Personal interests are key drivers in vacation decisions: Survey
Published: 01 Aug 2008
Travelers are intent on continuing to pursue their travel experiences that allow them to indulge in their personal interests despite the softening economy, according to a recent survey by American Express Travel in the US.
As per the findings, 87 percent of respondents indicated that the number of vacations involving one or more personal "passions" would either remain the same or increase over the next two years; of those, 28 percent indicated that they expect the number to increase.
The findings also revealed that 90 percent of respondents feel the US economy is currently in or edging toward a recession. But at least 60 percent of respondents say that it's because travel is so important to their mental health and lifestyle that they have not let economic concerns impact their plans. Although these travelers are not immune to the softening economy, they are still moving ahead with their vacation plans but acting more resourceful in their planning.
Taking savvy approaches to travel, 66 percent of respondents are tapping into rewards points or miles earned to offset costs, 58 percent are visiting more affordable destinations, and 24 percent are taking shorter vacations.
"Given the uncertain economy, we wanted to see how people's passions drive behaviour when it comes to travel," says Audrey Hendley, vice president of marketing, American Express Travel. "The survey results overwhelmingly show that people whose vacations are tied to personal interests intend to continue to travel by taking advantage of money-saving resources, such as rewards programmes."
The survey found that personal interests are key drivers in vacation decisions. Findings were as follows:
- 87 percent of travelers indicate that personal interests drive the majority of their vacation plans
- 60 percent* of travelers say the stronger they feel about a passion, the further they've traveled for it
- 57 percent* of respondents are willing to travel any distance to explore their personal interests
- 36 percent of those surveyed said they wouldn't consider a vacation destination that doesn't help them fulfill at least one personal passion
- 71 percent* of respondents have discovered a "new passion" while on vacation
- 34 percent of vacationers have discovered a passion on vacation and incorporated it into their home life
(* percent - agree strongly/somewhat on a four-point scale).
Data for this travel survey was collected via an online poll conducted by Harrison Group on behalf of American Express Travel of 501 consumers across the US. The poll was fielded in early June 2008.
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Pitkin said on 4 Aug 08:
These are some very interesting statistics, but I have the sense that this report is overly optimistic. The cold, hard truth is that the US economy is in a downward spiral and the middle class and upper middle class households simply are not going to have as much disposable income as in the past. So, when the crunch comes between a vacation or paying the mortgage, heating and electrical bills, it is the vacation that will be cut from the list.
Still, old habits die hard, and many American consumers will continue to go on vacation, but they will become even sharper bargain hunters. The travel and tourism industries should be getting prepared for razor thin low-cost shoppers.