US $2,750.00

The NEXTgen Traveler

July 2008
US $2,750 CA $3,402 £1822 €2183

Special Benefit for PhoCusWright Research Subscribers: Order The NEXTgen Traveler™ at the prevailing pricing and receive both a printed copy and a PDF to share internally with your colleagues.

A joint project with Ypartnership

The Internet has forever changed the shopping and buying patterns of U.S. travelers. By 2000 it became clear that online travel booking would eventually become mainstream – it was just a matter of time as the “next generation” quickly adopted new technologies and behaviors. By 2007, the market reached a tipping point when roughly half of all travel was purchased online in the United States. How much can the “next generation”, or the NEXTgen traveler, continue to tip the scales?

To ascertain the next wave of online travel development in the U.S., Ypartership and PhoCusWright joined forces to understand the characteristics of the NEXTgen traveler. The purpose of The NEXTgen Traveler™ study was to learn about their preferences, ownership and use related to: entertainment and computer hardware and software; the Internet, social networks and Web 2.0 features; lifestyle and media habits. In particular, the survey probed consumers’ travel behaviors, intentions, aspirations and budget, thus allowing overall technology savviness to be intersected with travel-related characteristics. This resulted in a thorough view of the NEXTgen traveler across all aspects of the travel value chain, including searching, shopping and buying.

This report presents key findings from The NEXTgen Traveler™ study. It identifies important aspects of the NEXTgen traveler such as:

Channels used for shopping and purchasing travel
Influences affecting travel purchase decisions
Activities performed through the Internet, mobile devices and other technologies
Social media Web sites – and functionalities - used
Media choices

Purchase The NEXTgen Traveler™ today – get to know this important demographic and stay ahead of your competition.

Report Overview Table of Contents Methodology

REPORT OVERVIEW ^top

The purpose of The NEXTgen Traveler™ study was to learn about their preferences, ownership and use related to: entertainment and computer hardware and software; the Internet, social networks and Web 2.0 features; lifestyle and media habits. In particular, the survey probed consumers’ travel behaviors, intentions, aspirations and budget, thus allowing overall technology savviness to be intersected with travel-related characteristics. This resulted in a thorough view of the NEXTgen traveler across all aspects of the travel value chain, including searching, shopping and buying. Key findings from this research are presented in this report.

A confluence of factors has supported the recent shift to online travel shopping and buying, such as supplier distribution strategies and low price availability. But, it took life-changing technological advances – broadband Internet connectivity, user-friendly interfaces, faster and more accurate search engines – to make the Internet the number one travel resource for most NEXTgen travelers next to friends and family⁽³⁾. A finding from this research is that the more time NEXTgen Americans spend online, the more often they would read about travel and be influenced by what they read. Next to email and downloading music and video, searching for travel information is the third most popular Internet pastime for NEXTgen travelers⁽⁴⁾. There is now a segment of the population that is so comfortable with technology that it’s routine and expected in most areas of life – especially throughout the travel process.

Considering that age could be a huge factor related to technology usage and other behaviors, the survey oversampled college students to ensure a large enough base for analysis. As a subset of the overall findings in this report, Ypartnership and PhoCusWright highlight the differences between college students vs. non-college students. Other subset analyses in this report include gender and income.

While the size of your television screen or social network, or your use of the latest technology gadgets may not determine how you travel or even how much you travel, it does impact where trustworthy and convenient travel information is derived. NEXTgen travelers seek out travel information and interact with travel providers in new and unique ways. Points of influence have changed for anyone who embraces technology. Only in understanding these touchpoints can marketers communicate effectively with NEXTgen travelers across all ages and lifestyles.

⁽¹⁾Source: PhoCusWright Inc.
⁽²⁾Have taken a trip of at least 75 miles from home during the last twelve months that required paid overnight accommodations
⁽³⁾Source: The NEXTgen Traveler™
⁽⁴⁾Source: The NEXTgen Traveler™

TABLE OF CONTENTS ^top

Section 1: Entertainment Technologies Preferences and Use
Section 2: Social Networking/Online Communities Participation And Preferences
Section 3: Technology Hardware Preferences and Ownership
Section 4: Travel Specific Use Of The Internet
Section 5: Travel Habits, Intentions, Aspirations And Budget
Section 6: Lifestyle And General Consumer Behavior
Section 7: Media Habits
Section 8: Demography

LIST OF TABLES
Section 1: Entertainment Technologies Preferences and Use
Table 1.1 Play Video Games
Table 1.2 Play Video Games, By Education
Table 1.3 Play Video Games, By Income
Table 1.4 Medium Used To Play Video Games
Table 1.5 Medium Used To Play Video Games, by Student Status
Table 1.6 Medium Used To Play Video Games, by Gender
Table 1.7 Number Of Hours Per Week Spent Playing Video Games
Table 1.8 Number Of Hours Per Week Spent Playing Video Games, By Gender
Table 1.9 Number Of Hours Per Week Spent Playing Video Games, By Income
Table 1.10 Downloaded Or Streamed Rich Media Onto Computer Or Other Device
Table 1.11 Downloaded Or Streamed Rich Media Onto Computer Or Other Device, By Student Status
Table 1.12 Downloaded Or Streamed Rich Media Onto Computer Or Other Device, By Gender
Table 1.13 Uploaded Videos To Web Sites
Table 1.14 Uploaded Videos To Web Sites, By Student Status
Table 1.15 Uploaded Videos To Web Sites, By Income
Table 1.16 Stored, Edited Or Organized Digital Photos With Your Computer Or The Internet
Table 1.17 Stored, Edited Or Organized Digital Photos With Your Computer Or The Internet, By Gender
Table 1.18 Stored, Edited Or Organized Digital Photos With Your Computer Or The Internet, By Income

Section 2: Social Networking/Online Communities Participation And Preferences
Table 2.1 Social Networking, Sharing Or Community Oriented Sites Regularly Visited
Table 2.2 Social Networking, Sharing Or Community Oriented Sites Regularly Visited, By Student Status
Table 2.3 Social Networking, Sharing Or Community Oriented Sites Regularly Visited, By Gender
Table 2.4 Social Networking, Sharing Or Community Oriented Sites Regularly Visited, By Income
Table 2.5 Types Of Reviews Written On Social Networking, Sharing Or Community Oriented Sites
Table 2.6 Types Of Reviews Written On Social Networking, Sharing Or Community Oriented Sites, By Student Status
Table 2.7 Types Of Reviews Written On Social Networking, Sharing Or Community Oriented Sites, By Gender
Table 2.8 Have Programmed/Created A Web Site
Table 2.9 Have Programmed/Created A Web Site, By Student Status
Table 2.10 Have Programmed/Created A Web Site, By Gender
Table 2.11 Have Used An API (Application Programming Interface)
Table 2.12 Have Used An API (Application Programming Interface), By Gender

Section 3: Technology Hardware Preferences and Ownership
Table 3.1 Ownership Of Technology
Table 3.2 Ownership Of Technology, By Student Status
Table 3.3 Ownership Of Technology, By Gender
Table 3.4 Ownership Of Technology, By Income
Table 3.5 Cell Phone Usage
Table 3.6 Cell Phone Usage, By Student Status
Table 3.7 Cell Phone Usage, By Gender
Table 3.8 Cell Phone Usage, By Income
Table 3.9 Number Of Televisions
Table 3.10 Number Of Televisions, By Student Status
Table 3.11 Number Of Televisions, By Income
Table 3.12 Screen Size Of Primary Television
Table 3.13 Screen Size Of Primary Television, By Student Status
Table 3.14 Screen Size Of Primary Television, By Income
Table 3.15 Television Usage
Table 3.16 Television Usage, By Student Status
Table 3.17 Television Usage, By Gender
Table 3.18 Television Usage, By Income
Table 3.19 Television Service Subscriptions
Table 3.20 Television Service Subscriptions, By Student Status
Table 3.21 Television Service Subscriptions, By Gender
Table 3.22 Television Service Subscriptions, By Income
Table 3.23 Television Services Watched While Traveling
Table 3.24 Television Services Watched While Traveling, By Student Status
Table 3.25 Television Services Watched While Traveling, By Gender
Table 3.26 Radio Service Subscriptions
Table 3.27 Radio Service Subscriptions, By Student Status
Table 3.28 Radio Service Subscriptions, By Gender
Table 3.29 Radio Service Subscriptions, By Income

Section 4: Travel Specific Use Of The Internet
Table 4.1 Internet Usage
Table 4.2 Internet Usage, By Student Status
Table 4.3 Internet Usage, By Gender
Table 4.4 Internet Usage, By Income
Table 4.5 Number of Leisure Trips In Which The Internet Or An Online Service Was Used To Obtain Information About Travel Services Or Suppliers
Table 4.6 Number of Leisure Trips In Which The Internet Or An Online Service Was Used To Obtain Information About Travel Services Or Suppliers, By Income
Table 4.7 Number of Leisure Trips In Which The Internet Or An Online Service Was Used To Read User Reviews About Travel
Table 4.8 Number of Leisure Trips In Which The Internet Or An Online Service Was Used To Book A Travel Reservation
Table 4.9 Number of Leisure Trips In Which The Internet Or An Online Service Was Used To Book A Travel Reservation, By Student Status
Table 4.10 Web Sites Used To Obtain Travel Information And Prices And/Or Read User Reviews About Travel
Table 4.11 Web Sites Used To Obtain Travel Information And Prices And/Or Read User Reviews About Travel, By Student Status
Table 4.12 Web Sites Used To Obtain Travel Information And Prices And/Or Read User Reviews About Travel, By Gender
Table 4.13 Web Sites Used To Obtain Travel Information And Prices And/Or Read User Reviews About Travel, By Income
Table 4.14 Influence Of Sources Of Information When Making Decisions About Travel Destinations Or Services
Table 4.15 Influence Of Sources Of Information When Making Decisions About Travel Destinations Or Services, By Gender
Table 4.16 Search Engines Used When Planning Leisure Trips
Table 4.17 Search Engines Used When Planning Leisure Trips, By Student Status
Table 4.18 Search Engines Used When Planning Leisure Trips, By Gender
Table 4.19 Search Engines Used When Planning Leisure Trips, By Income
Table 4.20 Influence Of Travel Web Site Features When Making Decisions About Travel Destinations Or Services
Table 4.21 Influence Of Travel Web Site Features When Making Decisions About Travel Destinations Or Services, By Student Status
Table 4.22 Influence Of Travel Web Site Features When Making Decisions About Travel Destinations Or Services, By Gender
Table 4.23 Influence Of Travel Web Site Features When Making Decisions About Travel Destinations Or Services, By Income
Table 4.24 Use Of Social Networking, Blogging, Tagging Or Travel Sites For Travel Planning

Section 5: Travel Habits, Intentions, Aspirations And Budget
Table 5.1 Annual Travel Expenditures
Table 5.2 Annual Travel Expenditures, By Student Status
Table 5.3 Annual Travel Expenditures, By Income
Table 5.4 Online vs. Offline Travel Expenditures
Table 5.5 Primary Purpose Of Leisure Trips
Table 5.6 Primary Purpose Of Leisure Trips, By Student Status
Table 5.7 Primary Purpose Of Leisure Trips, By Gender
Table 5.8 Primary Purpose Of Leisure Trips, By Income
Table 5.9 Leisure Trip Party Composition
Table 5.10 Leisure Trip Party Composition, By Student Status
Table 5.11 Leisure Trip Party Composition, By Gender
Table 5.12 Leisure Trip Party Composition, By Income
Table 5.13 Seasons Leisure Trips Are Primarily Taken
Table 5.14 Seasons Leisure Trips Are Primarily Taken, By Student Status
Table 5.15 Seasons Leisure Trips Are Primarily Taken, By Gender
Table 5.16 Seasons Leisure Trips Are Primarily Taken, By Income
Table 5.17 Domestic vs. International Leisure Trips
Table 5.18 Domestic vs. International Leisure Trips, By Student Status
Table 5.19 Domestic vs. International Leisure Trips, By Gender
Table 5.20 Domestic vs. International Leisure Trips, By Income
Table 5.21 Length Of Leisure Trips
Table 5.22 Length Of Leisure Trips, By Gender
Table 5.23 Length Of Leisure Trips, By Income
Table 5.24 Sources Used When Booking A Leisure Trip
Table 5.25 Sources Used When Booking A Leisure Trip, By Student Status
Table 5.26 Sources Used When Booking A Leisure Trip, By Gender
Table 5.27 Sources Used When Booking A Leisure Trip, By Income
Table 5.28 Preferred Payment Types
Table 5.29 Preferred Payment Types, By Student Status
Table 5.30 Preferred Payment Types, By Gender
Table 5.31 Preferred Payment Types, By Income
Table 5.32 Preferred Payment Cards
Table 5.33 Preferred Payment Cards, By Student Status
Table 5.34 Preferred Payment Cards, By Gender
Table 5.35 Preferred Payment Cards, By Income
Table 5.36 Primary Accommodation Type
Table 5.37 Primary Accommodation Type, By Student Status
Table 5.38 Primary Accommodation Type, By Gender
Table 5.39 Primary Accommodation Type, By Income
Table 5.40 Purchase Of A Pre-Packaged Tour
Table 5.41 Purchase Of A Pre-Packaged Tour, By Student Status
Table 5.42 Importance Of Hotel And Resort Amenities
Table 5.43 Importance Of Hotel And Resort Amenities, By Student Status
Table 5.44 Importance Of Hotel And Resort Amenities, By Gender
Table 5.45 Importance Of Hotel And Resort Amenities, By Income
Table 5.46 Preferred Hotel Brands
Table 5.47 Preferred Hotel Brands, By Student Status
Table 5.48 Preferred Hotel Brands, By Gender
Table 5.49 Preferred Hotel Brands, By Income
Table 5.50 Preferred Airline Brands
Table 5.51 Preferred Airline Brands, By Student Status
Table 5.52 Preferred Airline Brands, By Gender
Table 5.53 Preferred Airline Brands, By Income
Table 5.54 Preferred Cruise Line Brands
Table 5.55 Preferred Cruise Line Brands, By Student Status
Table 5.56 Preferred Cruise Line Brands, By Gender
Table 5.57 Preferred Cruise Line Brands, By Income
Table 5.58 Preferred Car Rental Brands
Table 5.59 Preferred Car Rental Brands, By Student Status
Table 5.60 Preferred Car Rental Brands, By Gender
Table 5.61 Preferred Car Rental Brands, By Income
Table 5.62 Membership In Loyalty Programs
Table 5.63 Membership In Loyalty Programs, By Student Status
Table 5.64 Membership In Loyalty Programs, By Gender
Table 5.65 Membership In Loyalty Programs, By Income
Table 5.66 Number Of Leisure Trips Taken During The Past 12 Months
Table 5.67 Number Of Leisure Trips Planned During The Next 12 Months
Table 5.68 Number Of Leisure Trips Planned During The Next 12 Months, By Income
Table 5.69 Number Of Leisure Trips Planned This Year Compared To Last Year
Table 5.70 Number Of Leisure Trips Planned This Year Compared To Last Year, By Student Status
Table 5.71 Primary Reason For Taking Fewer Leisure Trips
Table 5.72 Primary Reason For Taking Fewer Leisure Trips, By Student Status
Table 5.73 Primary Reason For Taking Fewer Leisure Trips, By Income

Section 6: Lifestyle And General Consumer Behavior
Table 6.1 Agreement With Lifestyle-Related Attributes: Environment
Table 6.2 Agreement With Lifestyle-Related Attributes: Environment, By Student Status
Table 6.3 Agreement With Lifestyle-Related Attributes: Control
Table 6.4 Agreement With Lifestyle-Related Attributes: Control, By Student Status
Table 6.5 Agreement With Lifestyle-Related Attributes: Control, By Gender
Table 6.6 Agreement With Lifestyle-Related Attributes: Stress
Table 6.7 Agreement With Lifestyle-Related Attributes: Stress, By Student Status
Table 6.8 Agreement With Lifestyle-Related Attributes: Stress, By Gender
Table 6.9 Agreement With Lifestyle-Related Attributes: Self-Invention
Table 6.10 Agreement With Lifestyle-Related Attributes: Self-Invention, By Student Status
Table 6.11 Agreement With Lifestyle-Related Attributes: Self-Invention, By Gender
Table 6.12 Agreement With Lifestyle-Related Attributes: Experientialism
Table 6.13 Agreement With Lifestyle-Related Attributes: Experientialism, By Student Status
Table 6.14 Agreement With Lifestyle-Related Attributes: Experientialism, By Gender
Table 6.15 Agreement With Lifestyle-Related Attributes: Vacation
Table 6.16 Agreement With Lifestyle-Related Attributes: Vacation, By Student Status
Table 6.17 Agreement With Lifestyle-Related Attributes: Vacation, By Gender
Table 6.18 Agreement With Lifestyle-Related Attributes: Vacation, By Income
Table 6.19 Agreement With Lifestyle-Related Attributes: Risk Tendency
Table 6.20 Agreement With Lifestyle-Related Attributes: Risk Tendency, By Student Status
Table 6.21 Agreement With Lifestyle-Related Attributes: Risk Tendency, By Gender
Table 6.22 Agreement With Lifestyle-Related Attributes: Technology
Table 6.23 Agreement With Lifestyle-Related Attributes: Technology, By Student Status
Table 6.24 Agreement With Lifestyle-Related Attributes: Technology, By Gender
Table 6.25 Agreement With Lifestyle-Related Attributes: Technology, By Income
Table 6.26 Interest In Niche Activities
Table 6.27 Interest In Niche Activities, By Student Status
Table 6.28 Interest In Niche Activities, By Gender
Table 6.29 Interest In Niche Activities, By Income

Section 7: Media Habits
Table 7.1 Readership Of Hard-Copy Newspaper
Table 7.2 Readership Of Hard-Copy Newspaper, By Student Status
Table 7.3 Readership Of Hard-Copy Newspaper, By Income
Table 7.4 Readership Of The Sunday Travel Section
Table 7.5 Readership Of The Sunday Travel Section, By Student Status
Table 7.6 Readership Of Online Newspapers
Table 7.7 Readership Of Online Newspapers, By Student Status
Table 7.8 Readership Of Online Newspapers, By Gender
Table 7.9 Magazines Read On A Regular Basis
Table 7.10 Magazines Read On A Regular Basis, By Student Status
Table 7.11 Magazines Read On A Regular Basis, By Gender
Table 7.12 Magazines Read On A Regular Basis, By Income
Table 7.13 Cable Networks Watched On A Regular Basis
Table 7.14 Cable Networks Watched On A Regular Basis, By Student Status
Table 7.15 Cable Networks Watched On A Regular Basis, By Gender
Table 7.16 Cable Networks Watched On A Regular Basis, By Income
Table 7.17 Types Of Music Listened To On A Regular Basis
Table 7.18 Types Of Music Listened To On A Regular Basis, By Student Status
Table 7.19 Types Of Music Listened To On A Regular Basis, By Gender
Table 7.20 Types Of Music Listened To On A Regular Basis, By Income

Section 8: Demography
Table 8.1 Demography

METHODOLOGY ^top

The NEXTgen Traveler™ information was obtained from an online panel of consumers who are nationally representative of U.S. households. A total of 2,559 consumers were involved in this database, including an over-sample of traditional college students. The data in this report have been collected during March 2008.

Screeners and Quota

50/50 gender split
Over sample of traditional full-time college students
Have taken a leisure trip of at least 75 miles from home during the last twelve months that required paid overnight accommodations
Are familiar with the latest entertainment, computer, or consumer technology
Active users of the latest entertainment, computer, or consumer technology
Frequent users of the latest entertainment, computer, or consumer technology

The data presented in this report is weighted to account for the over-sample of college students. Unweighted data is only utilized to analyze the difference between college student and those who are not college students. Additionally, data in tables comparing groups is only presented for particular attributes if there is a significant difference between groups.

The margin of error for this report is ±1.94%.