Travel Intentions of Americans Improving According To Latest TravelHorizons Survey
The travel intentions of U.S. adults appear to be on the rise according to the latest travelhorizons(TM) survey, the nationally-representative survey that is co-authored quarterly by Ypartnership and the U.S. Travel Association. Almost two-thirds (63 percent) of U.S. adults expect to take at least one trip for leisure purposes between August 2009 and January, 2010, up from 61 percent who expressed the same intention in July 2008. Assuming Americans act on their stated intention, this will translate into an estimated 142 million U.S. adults taking at least one overnight trip during the next six months.
According to the national survey of 2,362 respondents conducted between July 21-28, 2009, the average number of overnight trips U.S. adults intend to take during the next six months increased to 2.8 from 2.6 in July 2008. And although travelers remain concerned about having sufficient money for travel, the majority of adults who are planning to take a trip expect to accommodate this concern by spending less on travel services this year compared to last. They also intend to comparison shop for deals, especially online.
The July Traveler Sentiment Index(TM) (a derivative of six variables measured in the quarterly survey) also reflected consumers' improved sentiment. After falling slightly between February and April 2009, the index rose to 92.1 (against a base of 100 in March 2007), and three points above the number recorded in April 2009 (89.1). All six of the index indicators displayed gains from the last calendar quarter with the exception of one: "money available for travel".
"These results reaffirm our belief that downward pressure on the average household budget continues to present the biggest challenge for the industry, not interest in or the desire to travel," said Peter C. Yesawich, chairman and CEO of Ypartnership. "And that's precisely why value remains king for U.S. travelers."
travelhorizons(TM) is a quarterly survey of Americans' travel intentions viewed through the lens of emerging economic, social and political developments that is co-authored by Ypartnership and the U.S. Travel Association. It is a nationally-representative survey of 2,362 adults, the most recent flight of which was conducted between July 21-28, 2009. The Traveler Sentiment Index(TM) has been calculated each calendar quarter since March, 2007, at which time it was pegged at 100.
The is the national, non-profit organization representing all components of the $770 billion travel industry. U.S. Travel's mission is to promote and facilitate increased travel to and within the United States. For more information, visit .
Ypartnership is worldwide advertising and public relations agency that specializes in serving travel, leisure and entertainment-industry clients and is co-author of the widely acclaimed National Travel MONITORsm with Yankelovich, Inc. For more information visit http://www.ypartnership.com. Stay current on our research findings and client activities by following Ypartnership Public Relations on Twitter (@Ytravels) or become our fan on Facebook (http://tinyurl.com/YpartnershipFB).