Recessionary markets provide extraordinary opportunities to observe shifts in consumer behaviors and attitudes. PhoCusWright, the travel industry research authority, projects that the total U.S. travel market will decline 11% in 2009, returning the industry to pre-2006 levels. This decline reflects a dramatic shift in consumer demand levels, and new research from PhoCusWright’s Consumer Travel Report provides valuable insight into the changing behavior of today’s traveler…
Recessionary markets provide extraordinary opportunities to observe shifts in consumer behaviors and attitudes. PhoCusWright, the travel industry research authority, projects that the total U.S. travel market will decline 11% in 2009, returning the industry to pre-2006 levels. This decline reflects a dramatic shift in consumer demand levels, and new research from PhoCusWright’s Consumer Travel Report provides valuable insight into the changing behavior of today’s traveler.
Top U.S. Traveler Trends
Twenty-five to 34 year olds are spending the most per household on travel and 18-34 year olds are significantly more likely than older age groups to indicate that they plan to travel more this year.
While boomers are commonly described as the wealthiest generation, the 45-64 age group is spending the least per household on travel and is also the most likely to reduce travel spend this year.
Consumers who spend more than average on travel are more likely to reduce travel expenditure this year, and those that spend less than average are more likely to actually increase travel expenditure this year. The result of this mixed bag of intentions is that overall expenditure will decline considerably across the board, but budget brands will experience a smaller decline than upscale brands.
It may seem surprising given the recent flurry of fee cuts and revenue-eroding promotions from online travel agencies (OTAs) like Expedia and Orbitz, but OTAs will outperform other channels in year over year bookings because of their consumer base.
Though the majority of travelers typically book online, there is still plenty of opportunity to grow online transactions. Consumers that spend the most on travel still use a mix of online and offline methods.
Travel search engines like Kayak are not new to the travel industry, but are now becoming a mainstream element in the travel planning process. Over a quarter (28%) of travelers typically turn to them when shopping for travel and new entrants like TripAdvisor will continue to broaden the audience.
PhoCusWright’s Consumer Travel Report uncovers the detailed behaviors and attitudes of the U.S. traveler and helps companies understand how consumers are adjusting travel behaviors and reacting to market trends. Trends and key findings from this report will be presented at The PhoCusWright Analyst Forum on June 9 in New York City.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
