The portrait of the U.S. leisure traveler is changing. Is your leisure marketing changing with it?

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Americans love their leisure trips too much to give them up.

A recent study confirms that Americans are finding the money to take more leisure trips. But they are also finding new ways to save on those trips.

If your travel marketing program is targeted to the leisure traveler, we have good news.

According to the Ypartnership’s latest Portrait of American Travelers study, the U.S. leisure travel market is showing signs of stabilizing.

  • The average American leisure traveler took four overnight trips during the past year, and spent an average of $3,500 on travel services.
  • A net increase of 2% of leisure travelers expect to take more overnight trips in the coming year.
  • 11% more affluent households (HH income of $125K+) say they plan to increase their leisure trips this year.

Value will continue to be a popular travel trend.

  • 1 in 3 leisure travelers are waiting for items to go on sale before buying.
  • 1 in 3 are buying fewer “exclusive brands.”
  • Baby boomers, facing the double whammy of kids in college and elderly parents who need care, are cutting back more than other generations.

Leisure travelers are practicing a new resourcefulness.

  • Coupon use, buying generic brands and adjusting the time and location of one’s shopping to get lower prices continue to trend upward.
  • 8 in 10 leisure travelers rank the ability to check for the lowest fares and the lowest price guarantee as the two most important attributes of a travel services website.

Many leisure travelers are making more impulse travel buys, based on seeing a good deal.

  • 1 in 7 have purchased a travel service after receiving an unsolicited e-mail.
  • 4 in 10 who have responded to these e-mails have booked an entire vacation.
  • 3 in 10 leisure travelers have booked a last-minute vacation.

If you’re the marketer of a travel or attraction brand, you can take advantage of the changing habits of the leisure traveler by:

  • Offering more last minute deals.
  • Packaging those deals in e-mail offers.
  • Offering special coupons for shopping and attractions with your last-minute deals.

That’s what we’ve learned. Tell us how your travel or tourism brand is adjusting to the new realities of the post-recession traveler.

You can order the full Ypartnership report here.

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One Response to The portrait of the U.S. leisure traveler is changing. Is your leisure marketing changing with it?

  1. Hey there! loving the blog. I tried subscribing to ur RSS feed and couldn’t. Just informing you. Take care! =)

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