Industry Update
Performance 1 March 2011

Ypartnership/US Travel Association Traveler Sentiment Index™ (TSI) soars to highest level since April 2007

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Yesawich, Pepperdine, Brown & Russel MMGY

After languishing since February 2009, the Ypartnership/US Travel Association Traveler Sentiment Index (TSI) has soared to its highest level since April 2007, driven by the dramatic improvement of four out of the six measurements from which the index is derived. The overall TSI now stands at 95.2, up 9.2% from October 2010. The February survey revealed a substantial increase in the "Affordability of travel" index (up to 118.2 in February 2011 from 105.2 in October 2010), suggesting that consumers are increasingly more positive about their ability to afford to travel than just three months ago. It still remains below its July 2009 peak of 124.0, however, when travel suppliers ramped up discounts and special offers to counteract the impact of the Great Recession.


Positive increases have also been observed in "Interest in travel," "Time for travel" and "Money available for travel," all of which returned to levels last seen in February 2008, thereby suggesting the travel and tourism industry can expect a rebound in leisure demand during the year ahead.

Leisure Travel Intentions

According to the February survey, 59% of U.S. adults plan to take a leisure trip between now and July of 2011. The percentage of U.S. adults intending to travel for leisure purposes during the next six months grew from 56% in February 2010 to 59% in February 2011. This is higher than the percentage recorded in February 2007 at the onset of the Great Recession. Based on 233 million U.S. adults aged 18 or over (a figure that will be updated once results from the 2010 U.S. Census are available), an estimated 138 million U.S. adults expect to take at least one leisure trip between now and the end of July, while 24%, or 55 million, have already decided not to travel for leisure purposes. The remaining 40 million U.S. adults have yet to decide whether or not to take a leisure trip during the next six months, thus there is still considerable (additional) potential in the market for travel service suppliers to create attractive marketing programs that will convert this large block of "undecideds" to travel.

For more information on the Ypartnership/US Travel travelhorizonsTM survey please visit the Publications section of


About MMGY Global

MMGY Global is the largest integrated travel marketing organization in the world. With more than 35 years of experience in the travel, hospitality and entertainment industries, the award-winning agency provides expertise in all marketing channels, serving the world's premier travel and tourism brands. MMGY Global maintains the industry's most complete database of U.S. resident travel information and, for 27 consecutive years, has published the Portrait of American Travelers®, the most comprehensive survey of the travel habits, preferences and intentions of Americans. Today, the organization represents six offices across the globe and four agency brands including MMGY, DK Shifflet, Hills Balfour, Myriad International Marketing and NJF. Visit for more information.