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ADARA released findings around the top summer destinations for U.S. travelers

Based on analysis of data for transactions through June 1, 2015, the leading domestics destinations for U.S. travelers included New York, Chicago and Orlando, with London, San Juan and Paris topping the international destinations. Within the Caribbean, Dominican Republic is the leading destination, featuring a mix of large population centers such as Santo Domingo and Santiago, and tourist destinations like Punta Cana.

This summer, the leading domestic destinations for U.S. travelers included New York, Chicago and Orlando, with London, San Juan and Paris topping the list of international destinations. Within the Caribbean, Dominican Republic is the leading destination, featuring a mix of large population centers such as Santo Domingo and Santiago, and tourist destinations like Punta Cana.

Top Summer Destinations for U.S. Travellers
Based on analysis of data for transactions through June 1, 2015, the leading domestics destinations for U.S. travelers included New York, Chicago and Orlando, with London, San Juan and Paris topping the international destinations.

  • Within the top 10 international destinations, Cancun led with Family Travelers (28%), followed closely by San Juan (23%)
  • Couples travel peaks during August and September at 29%, family travel peaks in July (19%) and solo travel peaks in January at 65% (based on monthly share of hotel bookings)

The Top 10 graphic (attached) outlines the Top 10 domestic and international destinations, and includes additional stats around traveler segments.

Destination Spotlight – The Caribbean
ADARA ranked the most popular Caribbean destinations for U.S. residents traveling during the summer months (June – August 2015), based on air travel data from all of the major U.S. carriers flying to Caribbean destinations[1].

  • The Dominican Republic is the leading Caribbean destination, featuring a mix of large population centers such as Santo Domingo and Santiago, and tourist destinations like Punta Cana.
  • The top 10 destinations capture just over 90% of bookings and searches, with Dominican Republic, Puerto Rico and Jamaica accounting for 56% of bookings

Key Findings
Duration: There is a significant bi-furcation of trip duration when looking at large city or vacation destinations.

  • U.S. visitors to large Caribbean cities tend to stay for longer than those traveling to primarily vacation destinations.
  • The difference in trip duration between population centers like those of Santiago and Punta Cana (Dominican Republic) is likely a direct result of the city destinations having a greater proportion of family/friend related trips, versus vacation travel.

Planning: On average, U.S. visitors to the Caribbean tend to plan their trip well in advance

  • This summer, visitors booked their airline ticket over two months in advance (66.7 days), about 12 days earlier than other times of the year
  • Vacation destinations appear to have longer advance purchase and average search to booking windows than larger population centers

Trip Origin: Residents from all 49 states and the District of Columbia are visiting the Caribbean this summer

  • New York and Florida residents dominate the Caribbean, representing nearly 56% of all U.S. visitors
  • The top five states represent approximately 74% of all of the U.S. visitors to the Caribbean

Brand Takeaways
The Caribbean continues to be a very popular destination for U.S. residents, but visitor origin and destination are concentrated to a few specific states and cities. Given the propensity of travelers from select states who will likely visit the Caribbean, DMO’s can develop campaigns that target new audiences and broaden the consideration set. Hotel and travel brands can reach key audiences with highly-relevant offers and creative, using a strategy that leverages peak travel period info and traveler origin.

[1]  As of July 22, 2015: nearly 25 million searches and over 500,000 air bookings for U.S. visitors traveling to the Caribbean during the time period of June – August 2015).

ADARA Destination Spotlight – The Caribbean

ADARA Top Destinations for US Travelers

Photo caption: Punta Cana, Dominican Republic.

News Editor - TravelDailyNews Media Network | + Posts

Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

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