Destination Unknown: How U.S. and European Travelers Decide Where to Go 2016

Destination Unknown: How U.S. and European Travelers Decide Where to Go 2016 Published December 2016 Analysts: Brandie Wright, Mark Blutstein

 

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The U.S. traveler pool is the largest it's been since the pre-recession peak of 2008. Travel populations in France and Germany are also rising to the highest levels in recent years. In the U.K., however, wavering economic conditions have caused British consumers to cut back on travel – a trend that was happening even prior to Brexit. Seven in 10 travelers in the U.S., France and Germany have a strong wanderlust to see the world and value travel as an important part of life.

Phocuswright's Destination Unknown: How U.S. and European Travelers Decide Where to Go 2015 delves into the leisure travel destination selection process and provides insight into key motivating factors, preferences regarding offline and online information sources, and websites and apps used by travelers in the U.S., France, Germany and the U.K.

Topics include:

  • Overall consumer travel trends in each market, including travel incidence, frequency and duration of trips, international travel and trip expenditure
  • Destination selection patterns for domestic and international travelers (distinguishing between European travelers who travel within versus outside of Europe)
  • Timing of when travelers choose their destination and the specialized process that sets destination selection apart from other travel decisions
  • Motivators for selecting a travel destination and specific sources of influence
  • Information sources and websites used
  • Discussion of the most influential types of social media and online features in each market

Purchase Destination Unknown: How U.S. and European Travelers Decide Where to Go 2015 for insight into market differences and how to influence the destination selection process.

Methodology for U.S. Survey and Traveler Population Projection
Phocuswright fielded an online consumer survey between March 17-24, 2016 through Global Market Insights, Inc. targeting the general U.S. adult population that has Internet access and travels for leisure.

To qualify for participation in the U.S. Consumer Travel Report Eighth Edition, respondents had to indicate they had taken at least one leisure trip at least 75 miles from home in the past 12 months that included paid lodging and/or air travel. An additional screener required consumers to have played an active role in planning their leisure trips. Respondents who qualified are referred to as "U.S. travelers."

Phocuswright received 1,862 qualified responses, and the weighted respondent pool can be projected with confidence to the U.S. adult population with Internet access. A total of 3,718 respondents were surveyed to obtain baseline metrics about travelers and nontravelers within the general online population. The error interval for analysis of the U.S. traveler population is +/-2.3% at a 95% confidence level. 

Methodology for European Survey and Traveler Population Projection
Phocuswright fielded an online survey on April 4-18, 2016, through Global Market Insights, Inc., targeting the general French, German and U.K. adult populations that have Internet access and travel for leisure. To qualify for participation in the European Consumer Travel Report Sixth Edition, respondents had to indicate having taken at east one overnight leisure trip that included paid accommodations at least 100 kilometers from home and/or taken flights/rail for leisure travel in the past 12 months. An additional screener required consumers to have played an active role in planning their leisure trips. Respondents who qualified are referred to as "French/German/U.K. travelers." Paid accommodations include hotels and other nightly priced lodging products, as well as timeshare and vacation rentals. The term "lodging" is used in this report to refer to the broad range of paid accommodations.

Phocuswright received 3,159 qualified responses (France 1,042; Germany 1,071; U.K. 1,046), and the respondent pool can be projected with confidence to the adult population with Internet access. Travel incidence levels were calculated based on the responses of 5,736 adults. The error interval for analysis of the traveler population for each country is +/-3% at a 95% confidence level. Note that U.K. consumer spend figures are expressed in euros in both charts and text for comparative purposes.

US $995 
CA $1,324 • £788 • €893
FREE for Global and European Subscribers
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