Report: Vacation Transportation - US

Scope and Themes
What you need to know
Definition
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The recession drives down vacation travel category
Smooth sailing on the high seas
Who is traveling
How they get from here to there (domestically)
How much respondents spend on transportation
Types of vacations respondents take
Insights and opportunities
Popular destinations of respondents
How respondents travel domestically
Which respondents rent cars
Which respondents go on cruises
Market Drivers
Key points
The recession takes its toll on the category
- Figure 1: Trends in spending on summer vacations, June 2008
- Figure 2: How economic downturn has affected travel plans, February 2009
The Swine Flu Virus (H1-N1) concerns travelers, may deter travel
Hitting the road for traditional holidays and popular destinations
- Figure 3: America' s top 10 tourist attractions, 2007
Spring break beckons
- Figure 4: Vacations taken within U.S. in last 12 months, by age, February, 2009
- Figure 5: Most popular destinations for spring break, 2009
Competitive Context
- Figure 6: Biggest changes in favorite leisure activities, 2007-08
- Figure 7: Reasons for not taking a vacation in last 12 months, February, 2009
Brand Qualities
It' s about you at JetBlue
Virgin Atlantic is cool and classy
Avis innovates with technology and rebates
Innovation and Innovators
Getting funky on Southwest
A taste for fine wine at American, and cheesecake at Delta
JetBlue and NCL cast safety nets for the unemployed
Innovation at Delta
Innovation at American Airlines
Innovation at Avis Budget
Luring consumers with triple miles and special promotions
Redefining low-cost travel at Spirit
Advertising and Promotion
Overview
- Figure 10: Ad spends by top airlines and rental car agencies, 2006-07
Noteworthy branding initiatives
Web marketing efforts
Overview
Southwest Airlines
Enterprise Rent-A-Car
Delta
Avis
Analysis of commercials
- Figure 11: Orbitz ad, 2009
- Figure 12: Avis ad, 2009
- Figure 13: Southwest television ad, 2009
Who is Traveling
Key points
Six in 10 went on vacations
- Figure 14: Vacations taken within U.S. in last 12 months, February, 2009
Vacationing in the U.S. is the destination of choice
- Figure 15: Vacations taken outside U.S. in last 24 months, February, 2009
18-24-year-olds have wanderlust
- Figure 16: Vacations taken within U.S. in last 12 months, by age, February, 2009
18-34-year-olds traveling overseas
Figure 17: Vacations taken outside U.S. in last 24 months, by age, February, 2009
Married and traveling
- Figure 18: Domestic travel, by marital status, July 2007-September 2008
More educated respondents travel more often
- Figure 19: Domestic travel, by education, July 2007-September 2008
How Much Respondents Spend On Transportation
Key points
Most spend $1,000 or less
- Figure 20: Amount spent on transportation on last vacation, February, 2009
$1,000 is a nice round number
- Figure 21: Amount spent on transportation on last vacation, by income, February, 2009
How Respondents Travel Domestically
Key points
On the road again
- Figure 22: Modes of transportation used during last vacation within U.S., February, 2009
The affluent fly; the less affluent take buses
- Figure 23: Modes of transportation used during last vacation within U.S., by income, February, 2009
Married and driving
- Figure 24: Mode of transportation for domestic travel, by marital status, July 2007-September 2008
How Respondents Travel Internationally
Key points
A variety of choices when traveling abroad
With children and driving
- Figure 25: Mode of transportation during foreign travel, by children in household, July 2007-September 2008
Usage of Ancillary Services When Traveling
Key points
Paperless/electronic tickets, self serve, and seat selector popular options
- Figure 26: Air travel services used for domestic trips, February, 2009
45-54-year-olds use the most services
- Figure 27: Air travel services used for domestic trips, by age, February, 2009
Affluent use more services
- Figure 28: Air travel services used for domestic trips, by income, February, 2009
Which Respondents Rent Cars?
Key points
Three in 10 rent
- Figure 29: Vehicle rental, July 2007-September 2008
Young and old less likely to rent
- Figure 30: Vehicle rental, by age, July 2007-September 2008
More affluent rent more often
- Figure 31: Vehicle Rental, by household income, July 2007-September 2008
Marriage and renting cars
- Figure 32: Vehicle rental, by marital status, July 2007-September 2008
Which Respondents Go On Cruises?
Key points
About one in 10 went on cruises
- Figure 33: Cruise ship vacations, July 2007-September 2008
Caribbean and Bahamas most popular destinations
- Figure 34: Cruise ship vacation destination, July 2007-September 2008
Cruises for the middle class and affluent
- Figure 35: Cruise ship vacations, by household income, July 2007-September 2008
Six in 10 spent $1,000 or more
- Figure 36: Amount spent on cruise ship vacation, July 2007-September 2008
Older respondents spend more on cruises
- Figure 37: Amount spent on cruise ship vacation, by age, July 2007-September 2008
Popular Destinations of Respondents
Key points
Florida, California, and Nevada are popular destinations
- Figure 38: Top five states visited during last vacation, February, 2009
Mexico, Europe, and the Caribbean are popular destinations
- Figure 39: Overseas destinations visited during last vacation, February 2009
35-44-year-olds going to Europe and the Caribbean
- Figure 40: Overseas destinations visited during last vacation, by age, February 2009
Types of Vacations Respondents Take
Key points
Visiting friends in the U.S.
- Figure 41: Type of vacation taken within U.S. in last 12 months, February 2009
25-34-year-olds head to the beach and the slopes
- Figure 42: Type of vacation taken within U.S. in last 12 months, by age, February 2009
Going abroad for a variety of reasons
- Figure 43: Type of vacation taken overseas in last 24 months, February 2009
Different demographics seek out different diversions
- Figure 44: Type of vacation taken overseas in last 24 months, by age, February 2009
Race/Hispanic Origin
Key points
Hispanics and blacks trading down and bargain hunting
- Figure 45: How economic downturn has affected travel plans, by race/Hispanic origin, February 2009
Hispanics travel overseas more frequently
- Figure 46: Vacations taken outside U.S. in last 24 months, by race/Hispanic origin, February 2009
Blacks and Hispanics least likely to use ancillary services
- Figure 47: Air travel services used for domestic trips, by race/Hispanic origin, February, 2009
Blacks rent cars; Hispanics take public transportation
- Figure 48: Modes of transportation used during last vacation within U.S., by race/Hispanic origin, February 2009
Reasons for Not Traveling
Key points
No money equals no vacations
- Figure 49: Reasons for not taking a vacation in last 12 months, February 2009
The new mantra: trading down and searching for bargains
- Figure 50: How economic downturn has affected travel plans (agree responses), February 2009
18-24-year-olds trading down hard
- Figure 51: How economic downturn has affected travel plans (agree responses), by age, February 2009
Less affluent choosing cheaper transportation
- Figure 52: How economic downturn has affected travel plans (agree responses), by income, February 2009
Appendix: Other Useful Consumer Tables
Less affluent staying home
- Figure 69: Vacations taken within U.S. in last 12 months, by income, February 2009
Affluent going overseas
- Figure 70: Vacations taken outside U.S. in last 24 months, by income, February 2009
Going abroad via airlines
- Figure 71: Modes of transportation used during last vacation outside U.S., February 2009
18-24-year-olds have too much work and not enough money
- Figure 72: Reasons for not taking a vacation in last 12 months, by age, February 2009
Appendix: Trade Associations

Vacation Transportation - US - May 2009

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