Destination Unknown: How U.S. and European Travelers Decide Where to Go 2014
Myriad devices, channels and sites influence travelers during trip planning. As online influences hold more and more sway over leisure travelers, and user-generated reviews surge in importance, destination marketers are challenged to make a significant shift to online – and create a
trusted brand that easily sticks with the traveler during the selection process.
Phocuswright's Destination Unknown: How U.S. and European Travelers Decide Where to Go 2014 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.
- 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