| Las
Vegas, NV � April 2007 � The Travel Industry
Association (TIA) and American Express have released results of a landmark
report profiling what Americans actually do on vacation trips versus what
they �want� to do. The results were unveiled at TIA�s TravelCom/Res-Expo
show in Las Vegas. The Ideal American Vacation Trip report is based on
a representative sample of 2,500 vacation travelers conducted online in
2006 and highlights unique travel behaviors by market segments.
�While the American love affair with the vacation trip is still strong, this research reveals that the travel industry has the opportunity to do much more to enhance the vacation experience for travelers of all ages, family types, and motivations,� said Lisa Gregg, Vice President of Marketplace Development/North America for American Express. Dr. Suzanne Cook, Senior Vice President of Research for the Travel Industry Association, agreed, �In a day and age of relatively modest growth in travel, targeting specific groups of vacation travelers is more important than ever.� What
is the typical American vacation trip?
Traveling by car continues to be the top form of transportation for a vacation trip; however, at least one trip per year is by plane. Generally, vacation travelers take at least two vacation trips that include hotel stays, but the most common accommodations are friends� or relatives� homes (24%) and moderately priced hotels or motels (19%). Americans most often take a vacation trip with their spouse or significant other (62%). The most popular trip destinations are cities and urban areas (39%), followed by small towns and rural areas (26%), and ocean beaches (23%). The most popular activities are sightseeing (51%) and shopping (51%). What
is the ideal vacation trip?
While spending time with family is an important aspect of leisure travel, it�s currently the most fulfilled need of the vacation traveler. Freedom, escape, and spending time with one�s significant other are less fulfilled. The study also found that ideal vacation destinations for American vacation travelers are those that offer an easy travel experience, a sense of fun and adventure, and local flavor. What
are the barriers to taking the ideal vacation trip?
Not surprisingly, money is by far the largest barrier to achieving an ideal vacation, but family and work responsibilities also weigh heavily on vacationers� trip satisfaction. Editor�s Note: Vacation travelers as defined in this study are those who have taken at least one vacation trip (2+ nights) in the past year that included air travel or paid lodging or was a cruise. The Travel Industry Association (TIA) is the national, non-profit organization representing all components of the $703 billion travel industry. TIA�s mission is to promote and facilitate increased travel to and within the United States. TIA is proud to be a partner in travel with American Express. For more information, visit www.tia.org. American Express Company is a diversified worldwide travel, financial and network services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, business services, insurance, and international banking. American
Express and TIA have formed a strategic alliance focused on promoting travel
to and within the United States. The alliance is designed to leverage the
assets of these travel industry leaders and create thought leadership and
research initiatives to help U.S. travel companies grow and remain competitive
in the global travel space. The study described above is one component
of the partnership.
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