The 2015 American TravelerOctober, 2015

Increase in American Leisure Travel

According to Destination Analysts’ July, 2015 “The State of the American Traveler” report, American travel expectations are soaring.

In their most recent survey:

• 34.3% stated that their number of leisure trips would rise compared to last year

• 35% of those polled also stated that they would increase their leisure travel spending in the next 12 months

What does this mean?

Americans are traveling again. And not only are they traveling more, but they’re spending more.

88.8%

91%

Increase/Same Amount in Leisure Travel Spending

Increase/Same Amount of Leisure Travel

*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

Travel Habits:The Average Traveler vs Travel & Adventure Show

Attendees

15% state they spend $5,000 per year for leisure

travel

26% of travelers took 5 or more leisure vacations last

year

23% of travelers took 2 international trips last year

48% took regional overnight trips

Average Traveler*

40% of attendees spend over $5,000 on leisure travel per

year

43% of travelers took between 3-6 leisure vacations last year

67% of travelers took 2 international trips last year

72% took regional overnight trips

Travel & Adventure Show

*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

Demographics: The Average Traveler vs Travel & Adventure Show

Attendees

30% have a household income of over $80,000

52% are married or in committed relationships

48% hold college degrees

Average Traveler

56% have a household income of over $100,000

63% are married or in a committed relationship

96% hold college degrees

Travel & Adventure Show

*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

What Today’s Traveler WantsToday’s traveler wants an authentic, experiential travel experience that fully immerses them in a foreign culture. They’re looking for personalization, inspiration and self-discovery.

*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

Authenticity Culinary Cultural

69%

65%*

74%

66%* 69%*

70%

Booking Influencers

*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

61%Enjoy intensively planning and personalizing their vacation.

Meaning: Today’s traveler enjoys planning and

personalizing their trip just as much as taking it.

69%Look for the best deal available.

Meaning: Although today’s traveler spends more per year

on travel, they still want a deal.

10%Use a travel agent to book their

next trip.

Meaning: More travelers are booking directly with travel

brands.

45%Rely on user-generated content

when planning their trip.

Meaning: They’re trusting their peers and relying on word of

mouth communication to make their travel decisions.

Booking Resources

*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

33%Use the official website of a

brand to plan their trip

Meaning: There are other resources that travelers use

besides just the official website.

38%Use their friend’s opinions.

Meaning: Word of mouth is still a powerful marketing vehicle.

48%Use social media for travel

planning.

Meaning: User generated content is becoming more and

more important to travel marketing.

51%Used print resources.

Meaning: Print publications still work for the Baby Boomer

generation.

The Travel & Adventure Show SeriesLocated in 7 Top U.S. DMA

Markets

4,000,000Traveler decisions have been influenced

by the Travel & Adventure Shows

$2 BillionIn bookings…and counting

*Information from this report was taken from Destination Analysts’ July 2015 report, “The State of the American Traveler.”

San DiegoJanuary 16-17, 2016

ChicagoJanuary 23-24, 2016

DallasJanuary 30-31, 2016

Washington, D.C.February 20-21, 2016

Los AngelesFebruary 27-28, 2016

SF/Bay AreaMarch 5-6, 2016

PhiladelphiaMarch 19-20, 2016

www.TravelShows.com