Last summer, almost half of the traveling public (47%) reported that they had changed their travel plans during 2008. Travelers were less likely to take a vacation at all (21%), took fewer trips (18%), stayed closer to home (17%), used less expensive accommodations (13%) or stayed fewer days (11%). Obviously, many made more than one of these changes in behavior.
These changes were especially prevalent among younger, lower income households, and families with children.
Today, nine months later, an even higher proportion of travelers (62%) say that their 2009 travel plans will be impacted. Now, one-half (49%) will reduce the number of trips they take, and 37% will reduce the distance they travel, staying closer to home for fewer nights. For this reason, many travel marketers have redefined their marketing area, generally to driving distances within 300 or so miles, with less dependence upon air travel.
Source: Research and Travel Consultants The Marketing Workshop
Monday, June 1, 2009
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