Destination Unknown: How U.S. and European Travelers Decide Where to Go 2012

Summary

With uncertainty lingering over many of the world’s economies, cautious consumers have reigned in their spending in 2012. While most consumers in the U.S. and Europe have avoided cutting leisure trips out altogether, many are cutting back, and travel patterns have shifted as travelers pare down their trips to match their skinny budgets. Understanding these tradeoffs is essential for tailoring strategies to match the mood – and the mood varies from one market to the next.

Phocuswright's Destination Unknown: How U.S. and European Travelers Decide Where to Go 2012 compares leisure travel behavior in the U.S., France, Germany and the U.K., revealing dramatic differences across markets. In addition to outlining key trends in general travel behavior, this report explores how the process of destination selection is evolving, tracking year-over-year shifts in the information sources, online features and websites used in destination selection.

Report topics include:

• Overall consumer travel trends in each market, including travel incidence, spend and frequency
• Destination selection patterns for domestic and international travelers (distinguishing between European travelers who travel within versus outside of Europe)
• Analysis of travelers who independently selected a leisure travel destination in the past year, including travel spend and frequency
• 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 when choosing a destination
• 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 2012 to master market differences and understand how to influence the destination selection process.

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