Despite Economic Downturn, Americans and Foreign Visitors Flocked to U.S. National Parks in 2009
March 3, 2010
WASHINGTON, D.C. – Ten million more Americans and foreign tourists visited the nation’s national parks last year than in 2008, a 3.9 percent increase that marked the fifth busiest year ever for the National Park System, Secretary of the Interior Ken Salazar announced today.
“People both here and abroad know that our national parks are America’s best idea, even during an economic downturn,” Salazar said. “Our national parks are treasures that tell the story of our country and celebrate its beauty and culture, and they provide vacation bargains for families living on a tight budget. They offer priceless opportunities to inspire adults and children alike with our wonderful natural, cultural and historic heritage.”
“In an increasingly sedentary society, our parks give parents a place to connect their children with nature and learn to appreciate the good feelings that come from healthy green exercise,” he said.
More than 285 million people visited national parks and other units of the National Park System during 2009, up from just under 275 million in 2008. This fell just short of the all-time visitation record of 287.2 million in 1987.
Possible reasons for the increase in visitation include three weekends last summer when the Park Service waived entrance fees, the visits by President Obama and his family to Yellowstone and the Grand Canyon, the publicity generated by Ken Burns’ documentary on the history of the national parks, a decline in gasoline prices, and the continued strong exchange rate the Euro enjoys against the dollar.
Salazar highlighted the benefits national parks provide to our economy. A study released today revealed that the National Park System supports more than 223,000 jobs and nearly $14 billion in economic activity across the country.
Great Smoky Mountain National Park continued its reign as the most-visited national park in 2009, attracting 9.4 million visitors, while the Blue Ridge Parkway was the most visited unit of the system with nearly 16 million visitors.
The top 10 most visited national parks were:
* Great Smoky Mountains National Park, 9,491,437 visitors
* Grand Canyon National Park, 4,348,068
* Yosemite National Park, 3,737,472
* Yellowstone National Park, 3,295,187
* Olympic National Park, 3,276,459
* Rocky Mountain National Park, 2,822,325
* Zion National Park, 2,735,402
* Cuyahoga Valley National Park, 2,589,288
* Grand Teton National Park, 2,580,081
* Acadia National Park, 2,227,698
(Source: Feb. 23, 2010 – http://www.doi.gov/news/)
comScore’s, “The 2009 U.S. Digital Year in Review”, Summarizes 2009 Digital Marketing Trends, Offers Implications for 2010
February 11, 2010
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released The comScore 2009 U.S. Digital Year in Review. The complimentary report recaps key trends in U.S. digital media landscape, including e-commerce, search, online video, online advertising and mobile, with an emphasis on how digital marketers can capitalize on these trends in 2010.
To download a copy of The comScore 2009 U.S. Digital Year in Review report, please visit: www.comscore.com/digital09
Despite Tough Economic Environment Digital Consumer Behavior Surged in 2009
2009 proved to be a critical year in digital marketing as the economic environment brought unprecedented challenges to the industry. After years of strong growth across the digital economy, the recession introduced softness to many digital business sectors. But despite these economic headwinds, consumers’ use of digital media climbed to new heights in 2009 as the Internet continued to evolve as an integral component of Americans’ personal and professional lives.
The report provides a comprehensive view across the fixed and mobile digital sectors to uncover this past year’s important consumer trends. Key findings highlighted in the report include:
- The U.S. core search market grew 16 percent in 2009, driven by a 6-percent gain in unique searchers and a 10-percent gain in search queries per searcher. Google and Bing led among the core search engines in terms of increases in market share.
- Social networking continued to gain momentum in 2009 with nearly 4 out of 5 Internet users visiting a social networking site on a monthly basis and Facebook and Twitter propelling much of the growth in the category.
- Display ad impressions grew 21 percent in 2009 as the online advertising sector increased its share of media spending. Growth was driven by an 8-percent increase in ad reach and a 12-percent increase in average frequency.
- Total (retail and travel) U.S. e-commerce spending reached $209.6 billion in 2009, down 2 percent versus the previous year and the first year on record with negative growth rates. Nonetheless, e-commerce retail spending continued to increase its share of consumer spending in a challenging economic environment.
- Six out of seven U.S. Internet users now view online video content in a month, with YouTube and Hulu continuing to experience rapid increase in viewership.
- In the past year, the mobile industry witnessed smartphone ownership increase from 11 percent to 17 percent of mobile users, while 3G phone ownership increased from 32 percent to 43 percent.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Travel Shows Signs of Muted Growth
January 26, 2010
Brussels — The European Travel Commission has just published its fourth quarterly report on European Tourism 2009 – Trends & Prospects.
Travel demand trends in the last three months of 2009 confirmed that the recovery was underway, although the growth was in large part due to comparisons with the low levels in late 2008. And the improvement, which benefited Europe less than most other regions of the world, came too late to make much difference to the final full-year results. In summary, for the travel and tourism industry, 2009 was undoubtedly a year to forget.
The outlook for growth in 2010 is more positive that it was three month ago – with more ‘risk’ to the upside. Europe’s tourism performance in the first half of 2010 will of course be aided by comparison with the depths of the recession in 2009. However, some significant downside risks remain, including security concerns and the possibility (although now deemed less likely) of a more virulent A(H1N1) pandemic.
Tourism Economics’ forecast remains muted for 2010 – in contrast to the situation in some previous recoveries, is does not expect a strong rebound.
For the full report, please click here.
The European Travel Commission is an association of National Tourism Organisations (NTOs). It was created in 1948 to promote Europe as a tourism destination to the long-haul markets outside Europe, originally in the USA and later in Canada, Latin America and Asia. It currently has 39 member NTOs, including 12 from outside the European Union. ETC is an independent body which is financed entirely by annual membership contributions and partnership funding. For further information, see ETC’s corporate website: www.etc-corporate.org
Survey Reveals Traveler Motivations for ‘Once in a Lifetime Trips’…and more
January 25, 2010
The Trip of a Lifetime Travel Report 2010, a travel study about the motivations and preferences behind vacations that are considered “A Trip of a Lifetime.” This report was conducted by GeckoGo and iExplore in conjunction with Lasso Communications. Given the rise of experiential travel, the goal of this survey (conducted between December 2009 and January 2010 with 2,311 respondents) was to obtain a snapshot of consumer attitudes globally towards taking “lifetime” trips, what destinations are considered, the importance of travel companions, the price and duration. The survey looks at the difference between expectations for what a trip of a lifetime means, compared against those who have already gone.
- Seeing the World Wonders, safaris and rain forest expeditions are the top experiences travelers are most interested in for a once-in-a-lifetime trip. 70% of respondents said they are most interested in visiting natural and man-made wonders on a once-in-a-lifetime trip such as Machu Picchu, the Pyramids or Victoria Falls. Beyond that, 53% said they were very interested in going on safari and 42% were very interested in a rainforest expedition. Extreme sports – like sky diving – proved less popular with only 16% saying that they were very interested.
- Picking the right travel companion is THE most important consideration when planning a once in a lifetime trip. 50% of respondents felt “who I travel with” is a very important consideration, followed closely by “being able to fulfill a personal goal”, which was selected as very important by 45% of respondents. The preferred travel companion(s) are typically a partner/spouse (59% of respondents) or friends (24%), although 5% of married respondents would prefer to go on their trip by themselves.
- Travel media plays an important role in decision making–70% of travelers said that inspiration for a trip typically came from books or magazines versus 40% who were inspired from hearing stories from other people or 27% who gained inspiration from TV.
- The majority of travelers are independent, yet travel agents and tour groups play an important planning role. While 52% of respondents organized their lifetime trip independently, 18% join a tour group, and 16% use a travel agent to organize their trip. The remainder either used a combination of options or let their travelling partner handle the arrangements.
- A Once-in-lifetime trip does not have to break the bank. 28% of respondents who are planning a once- in-a- lifetime trip reported that they are willing to spend between $2,000-$3,999 (excluding airfare) and another 26% are willing to spend $4,000-$5,999.
Download the full report here
Germany’s Online Travel Market Gains Significant Ground
January 22, 2010
Sherman, Conn. USA — In a year when global travel markets struggled under the weight of recession, Germany’s online travel market held up to the pressure. Travel industry research authority, PhoCusWright Inc., reveals that the online travel market in Germany grew by 10.4% in 2009 even while overall revenues declined in its recent publication, PhoCusWright’s German Online Travel Overview Fifth Edition.
Online travel agencies (OTAs) have a recognizable competitive advantage in this strained economy because they enable consumers to find affordable options and build their own dynamic packages. As dynamic packaging drives growth—and demand for customized holidays remains high—German OTAs will continue to benefit.
The German travel market underwent a less severe fall in demand in comparison to other major European markets in 2009. Online channels experienced a countercyclical lift that we often see in markets that are
soft, but not suffering major declines.
Currency exchange rates may have led Germany to usurp the top spot from the U.K. as the largest of Europe’s travel markets in 2009, but deeply-ingrained cultural appreciation for travel is also helping to support German demand as other European markets falter. Germany is the third largest European online travel market, but it is expected to overtake France in the next several years as its share jumps from 17% in 2008 to 20% by 2011.
Learn more with PhoCusWright’s German Online Travel Overview Fifth Edition. The report is a subset of PhoCusWright’s European Online Travel Overview Fifth Edition. Electronic market data and individual market reports are also available (France, Italy, Scandinavia, Spain, and the U.K.).
Expert analysts will forecast the U.S., Europe and Asia Pacific (APAC) share of the global online travel market through 2011 in the February 3, 2010 Online Event, PhoCusWright’s Global Online Travel Overview.
About PhoCusWright Inc.
PhoCusWright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased. PhoCusWright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.
International Tourism on Track for a Rebound after an Exceptionally Challenging 2009
January 19, 2010
Growth returned to international tourism in the last quarter of 2009 contributing to better than expected full-year results, according tothe latest edition of the UNWTO World Tourism Barometer. International tourist arrivals fell by an estimated 4% in 2009. Prospects have also improved with arrivals now forecast to grow between 3% and 4% in 2010. This outlook is confirmed by the remarkable rise of the UNWTO Panel of Experts’ Confidence Index.
2009 – Last quarter sees return to growth
International tourist arrivals for business, leisure and other purposes are estimated to have declined worldwide by 4% in 2009 to 880 million. This represents a slight improvement on the previous estimate as a result of the 2% upswing in the last quarter of 2009. In contrast, international tourist arrivals shrank by 10%, 7% and 2% in the first three quarters respectively. Asia and the Pacific and the Middle East led the recovery with growth already turning positive in both regions in the second half of 2009.
“The global economic crisis aggravated by the uncertainty around the A(H1N1) pandemic turned 2009 into one of the toughest years for the tourism sector”, said UNWTO Secretary-General, Taleb Rifai. “However, the results of recent months suggest that recovery is underway, and even somewhat earlier and at a stronger pace than initially expected”, he added.
Experience shows that tourism earnings generally follow the trend in arrivals quite closely, even if they suffer somewhat more in difficult times. Based on the trends through the first three quarters, receipts for 2009 are estimated to have decreased by around 6%. While this is unquestionably a disappointing result for an industry accustomed to continuous growth, it can also be interpreted as a sign of comparative resilience given the extremely difficult economic environment. This becomes even more evident when compared with the estimated 12% slump in overall exports as a consequence of the global crisis.
Similarly to the situation in previous crisis, consumers tended to travel closer to home during 2009. Several destinations have seen domestic tourism endure the crisis better and even grow significantly, often with the support of specific government measures aimed at leveraging this trend. This was the case among many other countries, of China, Brazil and Spain, where the domestic market, representing a large share of the total demand, contributed to partially offsetting the decline in international tourism.
Regional panorama
Except for Africa, which bucked the global trend, all world regions show negative results in 2009:
- Europe ended 2009 down 6% after a very complicated first half (-10%). Destinations in Central, Eastern and Northern Europe were particularly badly hit, while results in Western, Southern and Mediterranean Europe were relatively better.
- Asia and the Pacific (-2%) showed an extraordinary rebound. While arrivals declined by 7% between January and June, the second half of 2009 saw 3% growth reflecting improved regional economic results and prospects.
- In the Americas (-5%), the Caribbean returned to growth in the last four months of 2009. The performance was more sluggish in the other sub-regions, with the A(H1N1) influenza outbreak exacerbating the impact of the economic crisis.
- The Middle East (-6%), though still far from the growth levels of previous years, had a positive second half in 2009.
- Africa (+5%) was a robust performer, with sub-Saharan destinations doing particularly well.
2010 – Improved prospects in a ‘year of transformation’
Against the backdrop of both the upturn in international tourism figures and overall economic indicators in recent months, UNWTO forecasts a growth in international tourist arrivals of between 3% and 4% in 2010. The International Monetary Fund (IMF) has just recently stated that the global recovery is occurring “significantly” faster than expected, as compared with its October assessment which already counted on a clear return of economic growth in 2010 (+3.1% worldwide, with stronger performance for emerging economies at +5.1%, alongside a more sluggish one for advanced economies at +1.3%).
By region, Asia is expected to continue showing the strongest rebound, while Europe and the Americas are likely to recover at a more moderate pace. Growth is expected to return to the Middle East while Africa will continue its positive trend benefiting from the extra boost provided by the 2010 FIFA World Cup in South Africa.
These improved prospects are confirmed by the encouraging steep rise in the UNWTO Panel of Experts’ Confidence Index for 2010, despite persistent uncertainties regarding the global economy and the operating environment for tourism. The experts who judge prospects for the current year as ‘better or ‘much better than would reasonably be expected’ (61%) clearly outnumber those rating it as ‘the same as’ (32%), or ‘worse’ (7%). The average score for 2010 (131), is well above the neutral 100 and close to the level of the boom years 2004-2007.
As a result, 2010 promises to be a ‘year of transformation’, and provides several upside opportunities, while naturally not eliminating downside risks.
Upside opportunities:
- Business and consumer confidence has picked up;
- Interest rates and inflation remain at historically low levels and are expected to rise only moderately in the short term;
- A slump is generally followed by a rebound due to pent-up demand and destinations are expected to actively leverage this opportunity;
- There is scope for a revival among source markets which were hard hit in 2009 such as the Russian Federation or the UK;
- Major international events will take place in South Africa (FIFA World Cup), Canada (Winter Olympics) and China (Shanghai Expo), creating potential extra travel demand;
- The momentum of the spirit of cooperation and partnership bred by the crisis is expected to be maintained by stakeholders;
- The flexibility shown by the tourism sector in dealing with rapid shifts in demand and volatile market conditions has made it stronger;
- Crises provide an opportunity to address underlying structural weaknesses and implement strategies fostering sustainable development and the transformation to the Green Economy.
Downside risks:
- Unemployment is the key challenge. The jobs crisis is not over yet, particularly in major advanced economies and many valuable human resources are still at risk;
- Economic growth in major source markets, specially in Europe and the USA, is still fragile;
- Stimulus measures are likely to be phased out due to increasing public deficits while a number of advanced economies may see increases in taxation, putting extra pressure on household and company budgets;
- Oil prices remain volatile;
- Although the overall impact of the influenza A(H1N1) virus was milder until now than anticipated, experience from previous pandemics shows that the situation could once again become challenging;
- Security threats and the potential of increased related hassle and costs for travellers are still a challenge;
- Revenues and yields are expected to recover at a slower pace than travel volumes.
Although prospects have improved, 2010 will still be a demanding year. “Many countries were quick in reacting to the crisis and actively implemented measures to mitigate its impact and stimulate recovery. Although we expect growth to return in 2010, a premature withdrawal of these stimulus measures and the temptation to impose extra taxes may jeopardize the pace of rebound in tourism. As highlighted in the UNWTO Roadmap for Recovery, the sector can make a vital contribution to economic recovery, particularly as a primary vehicle for job creation and the transformation to the Green Economy. But to do so we need serious global policies that are supportive of tourism”, said Mr. Rifai.
Relevant links:
Excerpt of the UNWTO World Tourism Barometer (Spanish and French forthcoming)
Presentation of 2009 results and 2010 forecast (in Spanish)
UNWTO’s Roadmap for Recovery and National Stimulus Measures Report
TUI Activity Sector Companies Release “Industry Trend Report 2010″
January 9, 2010
There is expected to be 70% increase in participation in adventure travel over the next 3 years, while demand for ethical and environmentally sensitive travel will quadruple in the same period, according to a study – Passport to Adventure, Industry Trend Report 2010* – commissioned by seven of TUI’s adventure-oriented travel companies.
Here are just a few selected highlights from the consumer trends report:
How did the credit crunch affect the market?
Adventure Travel was affected by the global economic slowdown with a reduction in consumer spending
over the last 18 months. This is a function of the relatively high cost of this type of holiday and the
aspirational nature of many of the journeys.
In 2009, passenger numbers and revenues were down on the previous year across the market.
The nature of adventure travel, however, attracts committed enthusiasts who are now coming back for
more, as evidenced by much stronger early bookings for 2010 departures.
The recessionary environment has created demand for:
Value driven destinations
• Non Eurozone destinations, Turkey (+40% year on year), Poland and Slovakia
• Mid haul growth in Egypt, Jordan, and Morocco (+80% year on year)
• Longhaul growth in Cambodia, Nepal, India (+40% year on year) and Kenya
More content and memorable experiences from holidays
• From our research 80% of activity holiday consumers cite their holiday as memorable (vs only 54%
average for all holiday types)
Returning back to the list of ‘must dos’
• Clients who delayed their ‘once in a lifetime’ list of iconic destinations are now back in earnest;
in demand destinations include Kilimanjaro, The Inca Trail, Everest Base Camp, India’s Golden
Triangle, and Cambodia’s Angkor Wat.
A Growth Sector
The YouGov survey shows a predicted 70% increase in participation in adventure travel over the
next 3 years. Based on our survey responses, compared to the previous three years,
• Participation in either Activity Holidays or ‘Off the Beaten Track’ Holidays or Special Interest
Holidays to nearly DOUBLE over the next three years
• Similarly, participation in either an Adventure holiday or Eco friendly/Ethical holiday or ‘Discovery’
holiday is predicted to TREBLE over the next three years
• Small Group travel is forecast to increase to nearly eight million adults over the next three years.
Although this includes all small group travel types, it is strongly indicative of the popularity and
acceptance of holidaying with like minded travellers.
• The Adventure Companies’ own brand data shows an increased interest and confidence from
consumers’ booking patterns: in December 2009 forward bookings for 2010 are trending solidly ahead
year on year for the same period. Customers have ‘bucket lists’ of ‘do-before-you-die’ iconic trips, and
although stalled for a year, they are now back with gusto.”
Decline in Self-Packaging
5% more consumers will choose tour operators for adventure travel in the next three years because:
-Customers don’t have the time or inclination to organise trips themselves with ease of booking cited as being the most important factor
From our research we know that those bookings through a tour operator in the next three years there will be:
-30% increase in the importance of Comfort; growing demand for active days and comfortable nights
-40% increase in the importance of the Security offered by a bonded tour operator
-40% increase in the importance of Destination Knowledge
*The report has been commissioned by The Adventure Company, Exodus, Imaginative Traveller, Peregrine Adventures, Geckos, Quark Expeditions and Headwater, referred to in the recently released report as “The Adventure Companies”. Sources include YouGov market research, tour operator booking figures, tourist office figures and Google search trend reports.
OAG Reports Global Airline Capacity Up 4% In December 2009
December 30, 2009
Low Cost Sector Continues to Show Growth with Frequencies and Capacity Up 10%
CHICAGO, Dec. 21 /PRNewswire/ — Global airline capacity for December 2009 shows positive growth compared to December 2008, reports OAG, (www.oagaviation.com ) the world’s leading aviation data business with its monthly report on trends in the supply of airline flights and seats. There are 294.8 million seats available this month, a rise of 4% over December 2008 levels. Global frequencies are up 1% compared to December 2008, with a total of 2.4 million flights scheduled for December 2009, despite an average North American frequency decline of 2%. Worldwide, frequencies and capacity in the low cost sector are both up by 10% compared to a year ago, accounting for 444,539 flights (18%) and 65.6 million seats (22%).
John Weber, senior vice president OAG Aviation, said, “Global capacity continues to rise, boosted by worldwide increases in both frequency and capacity in the low cost sector, which would tend to show us that travelers are choosing to fly airlines that offer more economical choices. This increase in December 2009 capacity recovers the global pull-down of minus 10 million scheduled seats in 2008 and brings us back to the pre-crisis level of December 2007, but the characteristics of many markets have fundamentally changed,” Weber continued.
Analysis of major routes reveals that frequency and capacity on certain routes reflect positive growth, while others are showing strong decreases. Leading the growth is traffic between Western Europe and Africa with an increase of 19% (3,883) in the number of flights and an 18% increase in seats (710,129). However, between Western Europe and North America there is a 9% decrease in the number of flights and an 8% decrease in the number of seats.
Frequency and capacity between North America and Central/South America are up 5% compared to December 2008. A hubs analysis shows that Beijing has seen an impressive 10% increase in the number of flights and a 9% increase in seats, while Paris Charles de Gaulle Airport shows a negative growth of 6% in the number of flights and a 4% reduction in capacity. A similar trend can be seen for other major European hubs, with flights at Amsterdam Schiphol down 7% and seats down 6%.
The month-by-month trend since the start of the economic downturn can be seen in chart format at http://www.oagaviation.com/trends-chart-dec09.jpg.
The figures are revealed in the December 2009 edition of OAG FACTS (Frequency & Capacity Trend Statistics), the dynamic monthly market intelligence tool providing the latest data on current passenger airline activity around the world.
OAG FACTS uses interactive graphs to display a visual trend of the performance of a specific airport, route, country or region from 2001 onwards, sourced from OAG’s consolidated database of global airline schedules. A more detailed review of this month’s OAG FACTS statistics – including information about specific regions, routes and airports with illustrative charts and graphs – is available to download at http://www.oagaviation.com/aviation-reports/reports-facts-1209.htm.
OAG, based in London, Chicago and Singapore, collects and distributes the most accurate and complete global aviation intelligence.
SOURCE UBM Aviation
Five Online Travel Predictions for Europe in 2010
December 22, 2009
Sherman, Conn. USA — Europe may still be experiencing the effects of the recession, but online travel continues its upward march across the continent’s diverse and complex markets, according to travel industry research authority, PhoCusWright Inc. Changes in the economy and the travel industry have driven significant shifts in how consumers shop for and purchase travel. PhoCusWright’s European Online Travel Overview Fifth Edition analyzes the dynamics of online and offline travel distribution across Europe’s major travel markets.
Here are five predictions for the European online travel market in 2010 from the new report:
1. Online travel will account for more than one-third of the total European travel market.
While the total European travel market experiences a double-digit decline, online leisure and unmanaged business travel will in fact grow slightly in 2009. As effects of the recession linger into next year, consumers are increasingly shopping online for better deals. Online penetration will surge from 28% in 2008 to 34% by 2010.
2. Priceline could become the largest pan-European online travel agency (OTA).
Long in last place among the big four global OTAs (Expedia, Orbitz and Travelocity being the other three), Priceline has gained ground dramatically since the onset of the recession and especially through the success of its main European acquisition, Booking.com. Amid Orbitz’ stumbles and Expedia’s catch-up play with Venere, Priceline is poised to become the number two OTA globally and quite possibly the largest OTA in Europe (although Expedia may have something to say about that…).
3. Metasearch will make it in Europe—finally.
The highly fragmented European online travel shopping landscape—among OTAs and suppliers—could prove fertile ground for metasearch. Uptake of meta in Europe has lagged behind the U.S., but the growing incidence of online shopping is driving more consumers to visit metasearch sites when they plan their travel.
4. Germany gains ground amid the recession.
The lumbering giant of Europe’s online travel market is picking up plenty of regional market share. The country’s strong cultural affinity for travel is helping prop up demand as other European markets falter. Germany’s share of the European online travel market will jump from 17% in 2008 to 20% by 2011. Gute Reise!
5. As larger markets mature, all eyes turn south—and east.
The largest European travel market, the U.K., has over 40% online penetration. France and Germany are catching up. Now that the low-hanging fruit is gone, the online travel industry is looking to opportunities in less penetrated Southern and Eastern European markets. Emerging markets like Poland offer perhaps the most promising opportunities for growth.
PhoCusWright’s European Online Travel Overview Fifth Edition and individual market reports for France, Germany, Italy, Scandinavia, Spain, and the U.K. provide data and analysis essential to understanding the dynamics of your market and forecasting the performance of your business. These reports are also included in PhoCusWright’s European Edition, an annual subscription-based research service providing travel industry data and analysis for Europe.
About PhoCusWright Inc.
PhoCusWright is the travel industry research authority on how travelers, suppliers and intermediaries connect. Independent, rigorous and unbiased, PhoCusWright fosters smart strategic planning and tactical decision-making.
PhoCusWright delivers qualitative and quantitative research on the evolving dynamics that influence travel, tourism and hospitality distribution. Our marketplace intelligence is the industry standard for segmentation, sizing, forecasting, trends, analysis and consumer travel planning behavior. Every day around the world, senior executives, marketers, strategists and research professionals from all segments of the industry value chain use PhoCusWright research for competitive advantage.
To complement its primary research in North and Latin America, Europe and Asia, PhoCusWright produces several high-profile conferences and trade shows in the U.S. and Germany, and partners with conferences in Canada, China and Singapore. Industry leaders and company analysts bring this intelligence to life by debating issues, sharing ideas and defining the ever-evolving reality of travel commerce.
The company is headquartered in the United States with Asia Pacific operations based in India and local analysts on five continents.
# # #
ASTA Study Reveals Hot Spots for Consumer Travel
December 1, 2009
Alexandria, VA – The recently released ASTA Travel Agency Business Trends survey has found that consumer interest in cruises remains for high for the upcoming winter and spring travel seasons, with the Caribbean and Mexico topping the destination charts for winter travel and spring finding U.S. travelers heading to the Caribbean and Europe.
“Regardless of what type of vacation a client is looking for or where they want to visit, ASTA travel agents have the experience and first-hand-knowledge to make sure their client has the best vacation possible. Whether a client is looking for a relaxing get-away at an excellent value or wants to be among the first to visit an upcoming destination, travel agents are there to help make their customer’s travel dreams a reality,” said Chris Russo, ASTA president and chair.
Regarding winter travel, 84 percent of respondents said that their clients were considering a cruise as part of their winter vacation, while 63 percent said the Caribbean was high on their clients’ wish-lists. Mexico (49%), Hawaii (36%) and ski vacations (14%) were also popular winter vacations among consumers using travel agents. Spring travel, agents reported, will include cruises (77%) and trips to the Caribbean (54%), Europe (53%), Mexico (48%) and Hawaii (36%).
ASTA conducted the study to assist leisure and corporate agencies in planning for the future as well as benchmarking their first half 2009 sales performance. Along with questions about agency operations trends, the survey also asked agencies what destinations and types of travel consumers were considering for the winter and spring.
The ASTA Research Family is comprised of a representative sample of ASTA member travel agency owners and managers. The report indicates a 95% confidence with an error rate +/- 4.8%.
Premium members receive ASTA’s Travel Agency Benchmarking reports as part of their membership. ASTA Travel Agent members may purchase the entire report for $99; ASTA Allied members pay $199. Non-members pay $299. For additional information, please contact mteates@asta.org or visit the research page on ASTA.org.
The mission of the American Society of Travel Agents (ASTA) is to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism. ASTA seeks a retail travel marketplace that is profitable and growing and a rewarding field in which to work, invest and do business.
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