MMGY Global’s travelhorizons Survey shows positive perceptions about affordability of travel contribute to leisure travelers spending more.
ORLANDO, FLA. – According to the April 2015 travelhorizons survey of more than 2,300 U.S. adults, conducted by MMGY Global, the largest integrated marketing firm specializing in travel and hospitality, fewer adults (66%) plan to take at least one leisure trip during the next six months, down three percentage points from the same period last year (69%).
While fewer adults intend to take a leisure trip during the next six months, those who do plan to spend more. Specifically, when asked if they plan to spend more, less, or about the same amount on vacations during the next six months compared to the previous year, 27 percent stated they plan to spend more, up five percentage points from the same period in 2014 (22%).
“People may be traveling less, however they are investing more in the trips they do take,” said Steve Cohen, VP of Insights for MMGY Global. “More and more consumers are seeking quality experiences when they travel and are willing to spend more on hotels, tours, dining and other items to enjoy the best vacation possible.“
Perceived Affordability of Travel Improves
The intention to spend more on travel appears to derive from the improved perception of the affordability of travel, one of six factors that contribute to the overall Traveler Sentiment IndexTM (TSI). This factor increased a full 20 points, from 148 in April 2014 to 168 today. The TSI, measured every calendar quarter, is a derivative of six variables that determine Americans’ attitudes towards travel, including interest in travel, time for travel, personal finances available for travel, perceived affordability of travel, quality of service and safety of travel.
This quarter, the affordability of travel was the only component of the TSI to display a significant increase over the previous year, even though the index of personal finances available for travel remained unchanged year over year. All other predictors essentially remained statistically the same as recorded in April 2014.
Financial Factors Less of a Concern
One factor contributing to the improvement in the perceived affordability of travel may be the value of the U.S. dollar against the Euro, which at the time the survey was fielded, was at its highest level since 2003. The declining price of a gallon of gasoline, averaging more than one dollar less in April 2015 than one year ago, also appears to have contributed to this perception.
Business Travel Intentions Remain Robust
Three in ten U.S. adults (31%) plan to take at least one trip for business during the next six months – essentially unchanged from April 2014 (30%). Adults who expect to take a business trip plan to take an average of 3.0 such trips, fewer than the 3.7 trips reported in April 2014.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
