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Travel Research: Girls & Guys Getaways · Getaway Travelers and those who have not taken such a...
Transcript of Travel Research: Girls & Guys Getaways · Getaway Travelers and those who have not taken such a...
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Travel Research:Girls & Guys Getaways
October 2015
Contact Vicki Gelfeld, [email protected], for more informationhttps://doi.org/10.26419/res.00113.001
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Table of Contents
2
2015 Girls & Guys Getaways
Executive Summary 3
Audience Profile 4-9
Traveler Findings 10-38
Dreamer Findings 39-46
Barriers & Opportunities 47-50
Appendix 51-56
Methodology
Travel Snapshots
AARP Research Center Team
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Executive Summary
3
• Girls and Guys Getaways are a travel experience that appeals to a niche market among the 45+ leisuretraveler, with 11% having recently taken one.
– Women are more likely than men to embark on such a trip. GenXers are more likely than BabyBoomers.
• Of those who have recently taken a Girls/Guys Getaway, it is a routine trip taken at least once a year.
• A Girls/Guys Getaway is typically a trip with 5-7 life-long friends and/or family members to a U.S. city,stretching anywhere from 2-6 days.
• While women are motivated by the sheer desire to get together with girlfriends, men lean uponcommon sport interests (e.g. golf) or the desire to fulfill “a tradition” for their inspiration for such trips.Hence why men’s trips are more likely to be an annual trip and why a large percent of women’s trips(26%) are spontaneous.
• The majority of travelers will check in with their significant other and will share the details of the trip.And although their activities may be different on a Girls/Guys Getaway then they are on a trip with theirsignificant other, they do not have a preference for one type of trip over the other.
• The biggest barrier to planning a Girls/Guys Getaway is getting everyone to agree on a date. Andalthough some information on good/inexpensive destinations for groups is welcomed, it doesn’tappear these tactics will greatly encourage these travelers anymore than they already are to partake insuch trips in the future.
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AUDIENCE PROFILE
4
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Girls & Guys Getaways Defined
• AARP definition:
The definition is presented to respondents at S11 and S12.
A trip with at least 3 same-gender travelers -all guys or all girls.
5
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Girl & Guy Getaway Travel Audience
Base: Screener, 45+Travelers (n=8,163)S11: Which of the following types of trips have you taken in the past two years, from July 2013 through July 2015?S12: Please indicate all the different types of trips you anticipate taking next year, August 2015 through August 2016?
45+ Traveler(n=8,163)
Girl/Guy Trip
11%
Girl/Guy TripTraveler
11%
• Among the 45+ travel audience, a Girls or Guys Getaway is popular with a nichemarket. Women are more likely to embark on such a trip than are men.
Non-Girl/Guy Trip Traveler85%
6
Girl/Guy Trip Dreamer4%
Net Opportunity
8% 4%+ = 12%
Male
8% 14%
Female Male
2% 7%
Female
Likely In Next Year76%
Likely In Next Year100%
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Traveler vs. Non-Traveler
7
• Looking at the demographics thatcan be compared across Girls/GuysGetaway Travelers and those whohave not taken such a trip in the pasttwo years, some interestingdifferences surface;
– As noted, women are more likely thanmen to take such trips.
– GenXers are more likely than BabyBoomers to make time for a getaway.
– Those 70+ are the least likely to embarkon such trips.
Traveler Non-Traveler
Base 920 7243
Gender
Male 36% 52% *
Female 64% * 48%
Age
45-50 24% * 19%
51-59 31% 30%
60-69 34% 34%
70+ 11% 17% *
Ethnicity
Caucasian/Other 66% * 59%
African American 15% 14%
Hispanic 12% 11%
Asian 7% 16% *
Region
Northeast 19% 18%
Midwest 23% * 18%
South 29% 32%
West 29% 32%
Marital Status
Single/Never married 11%
Married/Living together 67%
Separated/Divorced 14%
Widowed 8%
Kids in Household
% yes 17%
Employment
Full-time employee 43%
Full-time self employeed 5%
Part-time employee 8%
Retired 40%
Other 4%
Income
Under $75K 29%
$75K+ 71%* Indicates a significant difference at 95% between segments
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Traveler Profile – By Gender
8
• There are some demographicdifferences among those whotook a Girls or Guys trip in thepast two years, most notably:
– Female travelers are more likelythan male travelers to be AfricanAmerican.
– Male travelers are more likely thanfemale travelers to be Caucasian.
– Male travelers are more likely to bemarried, while female travelers aremore likely to beseparated/divorced or widowed.
MaleTraveler
FemaleTraveler
Base 452 486
Age
45-50 24% 21%
51-59 26% 32%
60-69 28% 25%
70+ 22% 22%
Ethnicity
Caucasian/Other 82% * 73%
African American 5% 14% *
Hispanic 9% 10%
Asian 4% 3%
Region
Northeast 18% 19%
Midwest 24% 22%
South 33% 37%
West 25% 22%
Marital Status
Single/Never married 11% 11%
Married/Living together 78% * 57%
Separated/Divorced 8% 20% *
Widowed 3% 12% *
Kids in Household
% yes 20% 15%
Employment
Full-time employee 45% 41%
Full-time self employeed 7% * 3%
Part-time employee 5% 10% *
Retired 41% 39%
Other 2% 7% *
Income
Under $75K 22% 35% *
$75K+ 78% * 65%* Indicates a significant difference at 95% between segments
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Frequency of Girls/Guys Getaways
• Among those who took a Girls/Guys trip in the past two years, it appears to be a fairly routineexperience. Approximately 80% claim such trips are taken at least once a year.
Base: Total Travelers (n=938)Q1b: How frequently do you take a Girls/Guys Getaway?
9
How Often a Girls/Guys Getaway is Taken
35%
44%
7% 7%
0%
4% 3%
0%
20%
40%
A few times ayear
Once a year Every otheryear
Every fewyears (3-4)
About every 5years
Verysporadically
I've only takenone so far
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TRAVELERS:THE SET-UP
10
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When They Go
• Although there is some bias in this data based on when we surveyed respondents, it doesappear Spring, Summer, and Fall are far more popular than the holiday or winter months for aGirls or Guys Getaway.
Base: Total Travelers (n=938)Q3: When was your most recent Guys/Girls Getaway?
11
When Last Guys/Girls Getaway Was Taken
9%11%
18%
3%6%
31%
22%
0%
20%
40%
Prior toSummer
2014
Summer2014
Fall 2014 Holidays2014
Winter 2015 Spring 2015 Summer2015
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Who Men Go With
12
13%
9%
11%
11%
22%
22%
54%
0% 20% 40% 60%
Other
Neighbors/NeighborhoodDads
College buddies
High School buddies
Work buddies
Family (male members)
Life-long friends
Guy Getaways
• Men are most likely to take a getaway with life-long friends and travel with significantly morepeople than do women (7 vs. 5, respectively).
Q5a/5b: Who specifically accompanied you on your most recent Guys/Girls Getaway?Q4: Including yourself, how many people went on this most recent Guys/Girls Getaway?
Average # of
Travelers: 7 *
Base: Male Travelers (n=452)
• Married men are more likelythan single men to travelwith other male familymembers, indicating theymay be traveling with maleson the wife’s side (17% cite“Other” beyond Father orBrother(s)).
• Gen X males (21%) aremore likely than BabyBoomers (8%) to travel withCollege Buddies.
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Who Women Go With
13
• Women are also likely to travel with life-long friends but almost equally as likely to travel withfemale family members.
Q5a/5b: Who specifically accompanied you on your most recent Guys/Girls Getaway?Q4: Including yourself, how many people went on this most recent Guys/Girls Getaway?
12%
5%
8%
9%
17%
35%
47%
0% 20% 40% 60%
Other
Neighbors/Neighborhood Moms
High School friends
College friends
Work friends
Family (female members)
Life-long friends
Girl Getaways
Base: Female Travelers (n=486)
Average # of
Travelers: 5• Women’s travel companionsdo not vary based on theirmarital status as do men’s.
• They do slightly by agethough. Gen X females(16%) are more likely thanBaby Boomers (6%) to travelwith High School Friends.
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Trip Inspiration
• A sport is twice as likely to inspire a Guys trip compared to the opportunity to justget together or fulfill an annual tradition.
• A Girls trip is all about getting away together with the location being a big draw forthe trip.
14
Base: Total Travelers Coded (n=938)Q6c: What, if anything, was the inspiration for this most recent getaway?
36%
15% 15%
8% 7%5% 4% 3%3%
26%
11%
20%
10%
4% 4%
8%
0%
20%
40%
Sports (i.e. Golf,hunting, etc)
Just to get away/get together/ have
fun
It's a tradition/reunion
Specific location Friends Seasonal/weather Girls-only /Guys-only
Birthday
Guys (n=452) Girls (n=486)
*
*
*
*
Inspiration for Getaway
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TRAVELERS:THE PLANNING
15
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Who Planned & How
16
• There is no trend on who plans Girls and Guys Getaways, it really depends on the group and does not varyby gender or age.
– That said, there is a slight skew toward “I did” among Hispanics and Asians as compared to Caucasians or AfricanAmericans.
• Independent hotel, airline or car sites appear to be slightly more popular than travel aggregator sites.GenXers (93%) are more likely than Baby Boomers (81%) to use online tools in general.
The Planner Online Planning Tools
1%1%
29%
32%
37%
Base: Total Travelers (n=938)Q7a: Who did the majority of planning for your most recent Guys/Girls Getaway?
Base: I/Group Planned Trip (n=651)Q8: What specific online tools or sites did you use to help you plan your trip?
16%
13%
30%
31%
36%
59%
0% 20% 40% 60%
None
Other
Review sites
Travel info sites withpictures/ideas
Travel booking sites
Hotel/airline/car sites
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51% 20% 12% 12% 5%
One person via online/phone Responsible for own One person via agent A few people Other
Making Reservations
• Although the planning of the trip may take many paths, the actual reservationstypically land on one person.
– Interestingly, GenXers are more likely to utilize a travel agent than are Baby Boomers(17% vs. 11%, respectively).
– There are no differences in how the primary reservations are made by gender.
The Big Things - Hotel and Flight Reservations
Base: Total Travelers (n=938)Q17a: As far as making reservations for the big things, such as hotel and flight, how was that handled?
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Paying for the Trip
18
• The vast majority of travelers areaware of how expenses will behandled prior to the getaway.
• Approximately 8 out of 10 pay theirown way on the big things likeflights and accommodations.
• Women (12%) are more likely thanmen (8%) to have one person treateveryone to accommodations,which is likely due to more womenthan men choosing a friend orfamily’s home for the getaway.
Paying for the Big Things
Base: Total Travelers (n=938)Q17b: Did the group decide beforehand how the trip expenses would be handled?Q17c: How were the big expenses like hotel and flight handled?
6%
2%
2%
6%
10%
79%
0% 20% 40% 60% 80% 100%
Other
Few people treatedtransportation
Few people treatedaccommodations
One person treatedtransportation
One person treatedaccommodations
Each paid own
Decided before triphow to handle
expenses…91%
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Entertainment Expenses
52% 19% 4% 12% 13%
Paid for Own One Bill Divided One person Treated Took Turns Other
• For the most part (71%), everyone paid for their own entertainment expenses.
– Men are slightly more likely than women to take turns picking up the bill.
– There is indication that women ages 50-59 are more likely than women of other ages tostep up and treat the group by paying for the entertainment expenses; again, this may bedue to a higher percent of women taking a girls trip at a family/friends house as compared to men.
The Little Things - Entertainment
Base: Total Travelers (n=938)Q17d: And in regards to expenses while on the trip, how were entertainment expenses paid for?
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Cost of Trip
20
Comparison to Trip with Family/Significant Other
9% 57% 34%
More than trip withfamily/significant
other
Same as trip withfamily/significant
other
Less than trip withfamily/significant
other
Base: Total Travelers (n=938)Q18a: Approximately how much did you personally spend on your mostrecent getaway?
AveragePersonalSpend
$1,088
Base: Total Travelers (n=938)Q18b: Was the cost of this trip less, about the same, or more than what you typically spend on a trip with your familyand/or significant other?
Average Spend
• Girls & Guys Getawaysappear to cost travelers~$1,000, regardless ofgender.
• GenXers ($1,300) spendslightly more than BabyBoomers ($1,000), onaverage.
• A gender-specific getaway will cost the same, ifnot less than, a vacation with the family orsignificant other.
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TRAVELERS:THE TRIP
21
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Type of Trip - Travelers
22
33%
20%
33%
8%
13%
6%3%
7%
23% 23%
3% 2%
26%
15%
5%
11%
0%
20%
40%
60%
Annual Trip tosame
destination
Annual Trip tonew destination
Sportsparticipation
focused
Sports fanfocused
Spontaneous Celebration Cultural event Other
Guys Trip (n=452) Girls Trip (n=486)
Description of Most Recent Getaway
• A Guys trip is either an annual trip or a Sport participation-focused trip. A Girls trip is either an annual trip or aspontaneous trip.
• Among those taking annual trips, Caucasians favor the same destination whereas African Americans favor anew destination. GenXers are also more likely they Baby Boomers to try a new destination.
• African Americans (primarily women) and GenXers are more likely than their counter-parts to use such a trip tocelebrate a birthday.
* *
*
*
*
Base: Total Travelers (n=938)Q6a: Which of the following best describes your most recent Guys/Girls Getaway?Q6b: Which of the following were you celebrating on your most recent getaway? (n=100)
* Indicates a significant difference at 95% between segments
Annual Trip; 49% Sports Trip; 22%
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Where They Go
• Although the vast majority travel domestically for Girls/Guys Getaways, women (15%)
are more likely than men (10%) to take their trip abroad.
23
Getaway Destinations
Florida (14%)
Nevada (10%)
California (10%)
Base: Total Travelers (n=938)Q9: Did the majority of travelers travel internationally or domestically for this trip?Q12b: Where specifically was your final destination?
Caribbean/Tropical (18%)
Mexico (10%)
Italy (10%)
88% 12%
Domestic International
Top DomesticDestinations
Top Internat’lDestinations
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6%
44%
50%
Distance & Transportation
24
74%71%
3%
26%
19%
7%
0%
20%
40%
60%
80%
100%
Out of state(NET)
100+ milesfrom home
<100 milesfrom home
In state(NET)
100+ milesfrom home
<100 milesfrom home
Distance from Home
• Three-fourths of all travelers “get out of town” for a girl/guys trip. This is specificallytrue for African Americans (87% out of state).
• The mode of transportation varies by destination; the closer to home, the more likelythey are to drive a car.
Base: Total Travelers (n=938)Q11: Approximately how far away from home were you?Q12: What was the primary mode of transportation the majority of travelers used to get to your final destination?
Mode of Transportation
Other
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Type of Location
25
Locations Categorized
• Although a City is the top destination for both men and women, women (24%) are more likely thanmen (13%) to select a beach destination, whereas men (11%) are more likely than women (6%) tochoose the mountains.
Base: Total Travelers (n=938)Q12a: What type of location was your final destination on your most recent Guys/Girls Getaway?
City: 52% Beach: 19%
Mountains: 9% On Water: 7% Park: 3%
Other: 10%
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8%
2%
3%
4%
11%
14%
15%
48%
0% 20% 40%
Other
B&B
Camp site
Cruise ship cabin
Vacation rental home
Friend/family home
Resort
Hotel
Where They Stay & Trip Duration
26
• Hotels are sought out most often for Girlsand Guys Getaways.
– Women are more likely than men to stay at afriend’s house (17% vs 11%), whereas men aremore likely than women to camp (6% vs. <1%).
Accommodations
Base: Total Travelers (n=938)Q16: Which of the following best describes the type of accommodations you stayed at onthis trip?
36%
40%
12%
12%
Length of Trip
Base: Total Travelers (n=938)Q13: Approximately, how long was your most recent getaway?
• The majority will take a trip that is less thana week in length.
– Women (14%) are more likely than men (9%) togetaway for more than a week, primarily driven byolder women (70+).
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What The Trip Is All About
27
24%
32%
8%5%
11%7%
2%0%
2%
10%
51%
3%
17%
11%
3% 4%2% 3%
0%
6%
0%
20%
40%
60%
Just beingtogether
Sports &exercise
Relaxing Sightseeing Eating &drinking
The event Going out Shopping Highadrenalineactivities
Other
Guys Trip (n=452) Girls Trip (n=486)
Main Focus Of The Trip
• The main focus of the trip varies by gender.– Women say it is about “being together” and relaxing.
– Men say the focus is on the sport they came to play with some “being together” mentioned along witheating and drinking.
*
*
*
*
*
Base: Total Travelers (n=938)Q19c: Which of the following would you say was the main focus of your most recent getaway?Q19d: Which specific sport was the main focus of your most recent getaway? Travelers Whose Main Focus was Sports/Exercise (n=157)
* *
*
* Indicates a significant difference at 95% between segments
The Sportof Choice?
63% Golf
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Activities – Entire Group
28
• What the group does together appears to depend on the group and the focus of thetrip. That said, the entire group is most likely to eat together.
• Women appear to take part in group activities more so than men.
Activities Engaged By The Group
85%
34% 31%
14%
26%
11%
37%
23% 21%
2%6% 7%
3%
93%
58% 59%66%
26%
38%
5%
16%
4%
15%
2%8%
1%0%
20%
40%
60%
80%
100%
Eating &drinking
Relaxing bypool /beach
Sightseeing Shopping Cards,games
Theater/Art/
Culture
Sports Outdoor/Nature
activities
Sportingevent
Spaservices
Highadrenalineactivities
Other None
Guys (n=452) Girls (n=486)
Base: Total Travelers (n=938)Q19: What types of activities did your most recent getaway include and who participated in each activity?
*
* **
* *
**
*
*
* Indicates a significant difference at 95% between segments
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Activities – Some Individuals
29
• Gender-specific getaways seem to encompass a little bit of everything, with manydifferent activities engaged in by at least some individuals on the trip.
• Interestingly, approximately one-third of travelers seem to indicate that the entiregroup stayed together the whole time, with no individuals breaking off to do theirown thing.
24%
19% 19%16% 17% 16%
9%
15%
7% 6% 7%3%
38%39%
29%27%
25%
19%16%
19%
9%
14%
7%
3%5%
30%
0%
20%
40%
Shopping Relaxing bypool /beach
Eating &drinking
Sightseeing Outdoor/Nature
activities
Cards,games
Spaservices
Sports Theater/Art/
Culture
Highadrenalineactivities
Sportingevent
Other None
Guys (n=452) Girls (n=486)
Base: Total Travelers (n=938)Q19: What types of activities did your most recent getaway include and who participated in each activity?
**
**
*
*
**
*
* Indicates a significant difference at 95% between segments
Activities Engaged By Some Individuals
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Socializing with New People
30
• While a little over half of travelers on a Girls and Guys Getaway meet new people, only4% of those spend romantic time with any of them.
Base: Total Travelers (n=938)Q19a: Did you meet new people while on your most recent getaway?Q19b: Did you spend any romantic time with any of the new people you met? Base: Met new people (n=500)
Met New People
47%
53%
4%Spent romantic
time withsomeone they
met Yes
No
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3%
13%
29%
39%
54%
71%
0% 20% 40% 60% 80%
Other
Time away fromsignificant other
Rekindlefriendships
A break from dailyroutine
Bonding
Relaxation & fun
Trip Benefits
31
• Girls and Guys Getaways are about relaxing and having fun!
• Time to bond with friends is also a big benefit.
• GenXers are more likely than Baby Boomers to see it as a break from the daily routine(kids, work, etc.).
Benefits of a Getaway
Base: Total Travelers (n=938)Q22a: Looking back at this type of trip, what are key benefits of your most recent Guys/Girls Getaway?
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The Best Part – In Their Own Words
32
Base: Total Travelers (n=938)Q2: What is the best part of a Guys/Girls Getaway?
“Relaxing withfriends, without
husband or kids.”
“Spending time withold friends that I
don't get to see veryoften.”
“We just get todo girly things
and have just girltalk.”
“Time just for me torecharge and
connect in a femaleonly environment.”
“No Husbands to hold usback. All the girls in the
group feel includedwhether married or not.”
“Leaving familyresponsibilities
behind.”
“I go with my 3 sisters. Wehave done this for 26 years.
We eat, drink, shop and laugh.We make memories.”“Fishing and tell
"fish" storieslater.”
“Golf, greatwine meals
and noconstraints.”
“No wives, lotsof cigars and
booze.”
“Engage in various sportsactivities and able to relaxwith fun times, stories and
food.”
“Total relaxation.Doing & going where
I want and when Iwant.”
“Having a greattime with yourfriends awayfrom home.”
“Spending timewith old friends
who now liveapart.”
What the Guys Say… What the Girls Say…
• The best parts of a Girls and Guys Getaway can be summarized in the following themes:– Quality time with friends/reconnecting/bonding
– Relaxation
– Fun/laughter
– Telling stories/girl-talk/guy-talk
– Time away from spouse/family/work
– Freedom from responsibilities
– Activities (i.e. golf, shopping, fishing, eating out, drinking, spa)
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Satisfaction & Future Trips
• These types of trips are seen as very satisfying with at least 8 out of 10 verylikely to take another one the next 12 months.
1%11%
88%
Satisfaction with MostRecent Getaway
Base: Total Travelers (n=938)Q23a: When it was all said and done, how satisfied or dissatisfied were you with your most recent getaway?Q23b: How likely or unlikely would you be to plan another Guys/Girls Getaway in the next 12 months?
Very satisfied
Somewhat satisfied
Bottom 3 box
5%
13%
82%
Likelihood to Take AnotherGetaway in 12 months
Very likely
Somewhat likely
Bottom 3 box
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Why Likely To Go Again
34
• Reasons for going again are primarily sparked by those who make it a tradition orthose who look forward to having that much fun again.
Base: Very/somewhat likely to take another getaway in next 12 months (n=885)Q23c: Why are you [Q23b response] to plan another Guys/Girls Getaway in the next 12 months?
28%27%
16%
11%10%
4%
0%
20%
40%
Tradition Fun Will plan/ already planned To get away Love/need to An event
“We get togetherevery year to stay
connected.”
“Had so much funand really enjoy
each otherscompany.”
“We already have oneplanned to the WaldorfAstoria in Key West in
October 2015.”“A chance to getaway and spend
time togetherwithout dailydistractions.”
“LOVE it and itkeeps me sane.”
“Becausethere are
otherplaces wewant to go
to playgolf.”
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TRAVELERS:SHARING THE TRIP
35
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Correspondence with Significant Other
36
• Less the 10% NEVER check in with their significant other. Among those who do, theycontact them approximately 4 times and share most of the trip details.
Base: Travelers Married or In Relationship (n=726)Q20: How often did you check in with your significant other while away on your most recent getaway?Q21a: How transparent were you with sharing trip stories with your significant other?Q21b: What types of things didyou choose not to share with your significant other?
Average# of
Times:4
Check-Ins withSignificant Other
2%
9%
31%
58%
Transparency withSignificant Other
Shared everything Shared a lot Shared a few things Did not share anything
What is Not Shared withSignificant Other
“Socializingwith theopposite
sex.”
“The stupidstuff we did.”
“Bar stories.”
“The amountof drinking.”
“Conversationswith handsome
men.”
“Details thatwould bore
him.”
“How muchmoney we spent
shopping.”
“Girl talk andactivities.”
What Guys Say… What Girls Say…
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Comparing to Trip with Significant Other
37
• For men the biggest difference is in the activities they choose to partake in.– Of those who choose different activities, 40% of males claim them to be more adventurous.
• For women, there is more bonding and possibly more fun.– Of those who choose different activities, they tend to be either more-low key or more scheduled than when with their spouse.
Base: Travelers Married or In Relationship (n=726)Q22b: In what ways did your Guys/Girls Getaway differ from a trip you might take with your significant other?Q22c: How do the activities you partake in on a Guys/Girls Getaway differ from those you do when on a trip with your significant other? Base: Participate in Activities (n=392)
8%
24%
32%
27%
42%
42%
7%
22%
23%
29%
20%
64%
0% 20% 40% 60% 80%
Other
Less stressful
More fun
Less compromise
More bonding
Participate in activities don't normally do
Guys (n=396) Girls (n=330)
*
*
*
* Indicates a significant difference at 95% between segments
How A Getaway Differs from a Trip withSignificant Other
Difference in Activities
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Type of Trip Preferred
38
• The majority do not have a preference between a trip with their significant other versus agetaway with Girls/Guys.
– That said, men (22%) are more likely than women (15%) to suggest they prefer a trip with theirsignificant other.
Base: Travelers Married or In Relationship (n=726)Q24: Generally speaking, when thinking about a Guys/Girls Getaway trip compared to a trip with just you and your significant other, which do you prefer?
Trip Type Preference
11%
19%
70%
Prefer Girls/Guys Getaway Prefer trip with significant other
No preference
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DREAMERS
39
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Commitment to Travel
40
Q31: How far along are you in planning this trip?
• Majority of Dreamers are just getting started with their plans.
10% HalfwayThrough
21% CompletelyPlanned
69% JustGettingStarted
Base: Total Dreamers (n=289)
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Type of Trip
41
27%
17%
10%7%
10%
17%
9%11%
50%
6%
13%
17%
6%3% 2%
9%
0%
20%
40%
60%
Spontaneous Annual Trip tosame
destination
Annual Trip tonew destination
Celebration Cultural event Sportsparticipation
focused
Sports fanfocused
Other
Guys Trip (n=69) Girls Trip (n=126)
Description of Upcoming Getaway
• Women planning an upcoming Girls Getaway are significantly more likely thanmen to indicate the trip is spontaneous.
*
* *
*
Base: Dreamers Planning Trip (n=195)Q36a: Which of the following best describes your upcoming Guys/Girls Getaway?
* Indicates a significant difference at 95% between segments
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Type of Location
42
Locations Categorized
• The type of location chosen for the upcoming trip mirrors that of recentGetaways, with the majority planning on taking the group to a City.
Base: Dreamers with Destination Chosen (n=155)Q42a: What type of location is your final destination for your upcoming Guys/Girls Getaway?
City: 51% Beach: 17%
Mountains: 10%On Water: 11% Park: 3%
Other: 8%
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What The Trip Is All About
43
33%
18%16%
9% 8% 7%
1% 1% 1%
7%
0%
20%
40%
Just beingtogether
Sightseeing Relaxing The event Sports &exercise
Eating &drinking
Shopping Going out Highadrenelineactivities
Other
Main Focus of the Getaway
• While in the planning stages of a Girls/Guys Getaway, the focus is primarily onjust finding time to all be together. Sightseeing and relaxing come in a distantsecond.
Base: Dreamers with Destination Chosen (n=155)Q49c: Which of the following is the main focus of your upcoming Guys/Girls Getaway?
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Inspiration for Trip
44
• Much like Travelers, Dreamers inspiration for taking a Girls/Guys Getaway isprimarily about making the time to get together and have fun.
• A specific location or sporting opportunity can drive some trips.
Base: Dreamers Planning Trip Coded (n=195)Q36c: What, if anything, was the inspiration for this upcoming getaway?
30%
15% 15%
7% 7% 7%6% 6%
3%
6%
0%
20%
40%
Just to get away/get together/
have fun
Friends Specific location Family Sports (i.e. golf,hunting, etc)
It's atradition/reunion
Girls-only/ Guys-only
Birthdaycelebration
Relax Nothing
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Planning Resources
45
• Among those planning an upcoming Getaway, practically all of them (91%) are engagingonline resources. Independent travel sites as well as aggregator and review sites arebeing referenced equally.
– GenXers are more likely to use Travel Booking and Review sites than are Baby Boomers.
Online Planning Tools
Base: I/Group Planning Trip (n=148)Q38: What specific online tools or sites are you using to help you plan your trip?
9%
10%
52%
53%
54%
59%
0% 20% 40% 60%
None
Other
Review sites
Travel info sites with pictures/ideas
Travel booking sites
Hotel/airline/car sites
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Paying for the Trip
46
• Prior to taking a Girls/Guys trip, everyone expects to be paying for their own airfareand accommodations.
Paying for the Big Things
7%
2%
3%
9%
87%
0% 20% 40% 60% 80% 100%
Few people will treattransportation
Few people will treataccommodations
One person will treattransportation
One person will treataccommodations
Each will pay for themselves
Base: Decided How Expenses Will Be Handled (n=128)Q47b: Has the group decided how the trip expenses will be handled?Q47c: How will the big expenses, like hotel and flight, be handled?
Have decided how tohandle expenses…
82%
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BARRIERS & OPPORTUNITIES
47
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Barriers to Planning
48
• Finding a date that works for everyone is the biggest barrier to making a Girls/GuysGetaway a reality.
– GenXers appear to have to deal with competing priorities, costs, and vacation time whereas BabyBoomers have to deal with health issues.
Why No Trip Planned
24%
9%
11%
11%
11%
13%
15%
28%
29%
0% 20% 40% 60%
Nothing specific
Overwhelming to coordinate
Health issues
Limited vacation time
Agreement on destination
Not a priority
Costs
Agreement on date
Timing not right
Base: Total Respondents (n=1227)Q50: In the past, what, if anything, has stopped you from taking a Guys/Girls Getaway? (Travelers/Dreamers Planning)Q51: What has stopped you from making the idea of a Guys/Girls Getaway a reality? (Dreamers not planning)
28%
11%
12%
14%
15%
16%
16%
29%
42%
0% 20% 40% 60%
Nothing specific
Limited vacation time
Health issues
Not a priority
Overwhelming to coordinate
Costs
Timing not right
Agreement on destination
Agreement on date
Travelers/Dreamers Planning(n=1134)
Dreamers Not Planned Yet(n=93)
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Making Planning Easier
49
• It appears different assistance is needed by different people, with almost one in fiveclaiming there is nothing that would make planning such a trip easier.
Ways to Ease the Burden of Planning
Base: Total Respondents Coded (n=1227)Q52: What would make planning a Guys/Girls Getaway easier?
19%
15% 15%
11%
19%
0%
10%
20%
30%
Ease of scheduling/ time Money/budget Easier to plan/ resources People coordination Nothing
“Easily picking adate that works for
everyone.”
“Better rates forsmaller groups.”
“One place to bookall events, hotel,golf, night club,
dinner.”
“Using a ‘Go ToMeeting’ type
website where wecould communicateplans and talk at the
same time.”
“Not much. Wehave a routine
after 15 years.”
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What Encourages Planning
50
• Assistance in finding good and/or inexpensive destinations for groups are found to besomewhat encouraging, as are sales or promotions.
– Women and GenXers are more swayed by these tactics than are Men or Baby Boomers.
Resources to Encourage Planning a Getaway
Base: Total Respondents (n=1227)Q53: Which of the following would encourage you to plan a Guys/Girls Getaway?
36%34% 34%
29%
23%
17%
12%
2%
22%
0%
20%
40%
Knowledge ofinexpensive
groupdestinations
Sales orpromotions
Knowledge ofgood groupdestinations
Website forthis type of
trip
Coordinationtool
Someone todo planning
Information onimportance of
trip
Other None
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
APPENDIX
51
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Methodology
• A 12-minute online survey was conducted amongmales and females, 45-plus, who have taken atleast one Guys/Girls Getaway in the past 2 yearsor plan to take a Guys/Girls Getaway in the nextyear.
– A Guys/Girls Getaway is defined as a trip with 3 or moresame-gender travelers.
• The survey was in field from July 31 - August 13,2015.
• A total on n=1,227 surveys were completed; finalcounts are detailed in the table to the right.
• Final data has been weighted to U.S. Census foranalysis. See next slide for details.
52
MembersNon-
Members
Base 542 685
Gender
Male 232 331
Female 310 354
Age
45-50 30 261
51-59 132 240
60-69 192 108
70+ 188 75
Ethnicity
Caucasian/Other 425 505
African American 54 75
Hispanic 49 69
Asian 14 36
Region
Northeast 103 119
Midwest 114 157
South 193 254
West 133 155
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Weights
• The following weights wereapplied to bring the final data inline with the U.S. Census forAmericans 45+ in age.
53
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Traveler Snapshot – By Generation
54
GenX TravelerBaby Boomer
Traveler
Base 212 726
Frequency of Travel
Past 2 Year Average 3 3
Length of Trip
Average # of Days 5 6
Quantity of Travelers
Average # of Travelers 6 6
Type of Travel
International 13% 12%
Domestic 87% 88%
Location
City 54% 52%
Beach 25% * 17%
Mountains 6% 9%
On the water 7% 7%
Park 3% 3%
Other 5% 12% *
Main Focus
Being together 40% 37%
Sports/Exercise 15% 17%
Relaxing 14% 12%
Sightseeing 8% 8%
Eating/Drinking 8% 7%
An event 6% 6%
Going out 3% 1%
Shopping 1% 2%
High adrenaline activities 1% 1%
Other 4% 9% *
Satisfaction
T2B - Somewhat/Very Satisfied 99% 98%
• Looking at the Girls/Guys Trip travelbehaviors by generation, there arelittle to no differences.
* Indicates a significant difference at 95% between segments
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Traveler Snapshot – By Gender
55
Male Traveler Female Traveler
Base 452 486
Frequency of Travel
Past 2 Year Average 3 3
Length of Trip
Average # of Days 5 6 *
Quantity of Travelers
Average # of Travelers 7 * 5
Type of Travel
International 9% 15% *
Domestic 91% * 85%
Location
City 54% 51%
Beach 13% 24% *
Mountains 11% * 6%
On the water 6% 8%
Park 4% 2%
Other 12% 9%
Main Focus
Being together 24% 51% *
Sports/Exercise 31% * 3%
Relaxing 8% 17% *
Sightseeing 5% 11% *
Eating/Drinking 11% * 3%
An event 7% 4%
Going out 2% 2%
Shopping 0% 3% *
High adrenaline activities 2% * 0%
Other 10% 6%
Satisfaction
T2B - Somewhat/Very Satisfied 99% 98%
* Indicates a significant difference at 95% between segments
• Looking at the Girls/Guys Trip travelbehaviors by gender, a few keydifferences exist.
– Women will travel with less people butwill go on a longer trip than men.
– Women are more likely than men totravel internationally.
– Women prefer the beach over theMountains whereas men like themequally.
– For women, a Girls trip is about beingtogether first and foremost. For men, itis about a Sport with the opportunity tobe together coming in second.
– Both genders find such trips equallysatisfying.
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved
Research Team
56
This research was designed and executed by 50+ Research:
and
In partnership with:
AARP Research Center, 50+ Research
Vicki Gelfeld, Research Advisor [email protected]
Patty David, Sr Research Advisor/Team Lead [email protected]
AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved 57
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