to tourism market research, weakening economic conditions, shrinking options
for credit and borrowing and future employment uncertainty have caused some
online travelers to curtail traveling for leisure and business travel in 2007.
The incidence of taking leisure and business trips declined from 95% to 92% and
44% to 41%, respectively.
only has the proportion of online travelers traveling for leisure declined, but
so has their frequency of travel. Of those taking at least one leisure trip (of
any length) in the past year, less than half (46%) are now taking three or more
leisure trips. This measure has declined steadily since first reported in 2005,
when frequent travelers accounted for 55% of all trips taken. The mean number
of leisure trips (now 3.34 trips per year) has dipped and is symptomatic of the
trade-offs online travelers began to make in 2007 in anticipation of uncertain
economic times according to tourism market research.
Tourism Market Research
similar shift is also occurring in business travel, as corporations have become
more rigorous about limiting the number of traveling employee’s extraneous or
unnecessary trips. As a result, infrequent travelers account for an increasing share
of business trips taken, now at 59%.Because road warriors continue to
transverse the globe more aggressively, the average number of business trips
has increased to 6.93 in 2007.
all leisure trips are created equal, as 2007 reveals differences in travel
patterns among online leisure travelers based on the duration of the trip. Long
weekend trips (defined as a three-night stay away from home) were most notably
impacted by the economy, as fewer online leisure travelers (81% vs. 84%) took these
shorter jaunts in 2007. However, vacation travel (defined as one or more weeks
away from home) gained in both the percentage taking these trips (92% vs.91%)
and the number of trips taken (mean 2.14 trips vs. 1.78 trips).
illustrates two phenomena. First, long weekend travel is increasingly dominated
by the infrequent traveler – almost half took just one or two long weekend
trips in the past year. Second, these travelers are making trade-offs and
indicate that, in times of economic uncertainty, they will relinquish
extraneous, shorter trips in order to preserve their ability to vacation and
completely disengage from work.
more frequent traveler is responsible for sustaining leisure travel in 2007 and
preventing further declines. Frequent travelers are active long weekend and
vacation travelers. Not only do they have an almost equal propensity to take a
long weekend and vacation trip (91% vs. 95%), they take twice as many long
weekend trips (4.99 compared to 2.47) as the infrequent traveler and
significantly more vacations (2.58 vs. 1.74). Consequently, the frequent
traveler is a coveted element of tourism market research and margins,
particularly in this economy.