Publication Summary

Choosing a destination is the most important decision leisure travelers make, but deciding where to go is not as simple as it may seem. The destination selection process is unlike any other travel decision. Travelers in individual markets tend to share common preferences, yet for travelers everywhere, the destination decision itself is complicated and highly personal.

This one-hour event features Cathy Schetzina, PhoCusWright's director, communications and senior research analyst. The format consists of a 45-minute presentation, followed by a 15-minute Q&A session.

Destination Unknown: How U.S. and European Travelers Decide Where to Go, a PhoCusWright Online Event, unravels the complexities of leisure destination selection. The event compares traveler behavior in four markets—the U.S., France, Germany and the U.K.—to highlight market differences and identify concepts essential to anyone seeking to influence destination selection.

Key Insights

• Understand traveler preferences unique to each market and how they should impact marketing strategy
• Learn when and how travelers decide where to go and why focusing on their next trip is often a losing battle
• Find out what motivates travelers to select a specific destination and which information sources and websites influence the decision
• Focus on the most influential types of social media and online features in each market