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Millennials have been in the travel industry’s spotlight for years already, yet they still remain somewhat of a mystery. As they continue to gain spending power, their successor generation, Gen Z, is hot on their heels. Thinking about these generational cohorts as a global collective however, risks painting the picture with too broad a brush.
The U.S. is one of the most diverse countries in the world and its residents' travel habits reflect that. That makes studying different demographics and travel spending categories key to understanding the American traveler.
The spending power of U.S. Affluent Travelers makes them an attractive target market. In the third iteration of this report, we look at how their attitudes, behaviors, and values have changed or stayed the same over time, and how they vary based on income level, age, and whether or not they have children.
In the third iteration of this survey, we give an in-depth look at how the modern American travelers’ values, attitudes, and behaviors have changed or remained constant over time.
Food tourism is one trend that we don’t see ever going away, but it will never stop evolving. Destinations and other stakeholders need to understand what it means today in order to reap the benefits food tourists can bring.
Creating customer loyalty can be a challenge for brands in the travel industry, and this is especially true for destinations. The results of our U.S. Repeat Visitation Survey help decode visitors who choose to return to destinations.
The India outbound travel market is poised to boom in a matter of years. The global travel industry needs to make itself aware of this market and why it matters now, so they’re not scrambling to catch up later.
Mobile has become a key component of the in-destination experience for U.S. travelers today. From finding things to do, to spontaneous bookings, mobile apps and websites have a role to play at each part of the in-destination journey. Travel brands that can find a meaningful place in this mobile journey have a lot to gain.
Chinese outbound travel continues to boom and shows high potential for future growth. Travel brands and destinations need to understand the evolving behaviors and preferences of Chinese travelers in order to most effectively appeal to this market.
The relative spending power of affluent Americans makes them an attractive and strategic group for travel brands to target. The results of our second annual U.S. Affluent Traveler Survey help us understand key trends when it comes to their travel preferences, attitudes, and behaviors. Segmenting further by other characteristics allows us to create a more refined consumer portrait of such a lucrative, complex, and diverse group.
WeChat, China’s most popular app, has infiltrated the daily lives of its nearly one billion monthly active users. The popularity and penetration of the app in the country makes it an attractive platform for global travel brands looking to unlock the China market. Without a thoughtful WeChat strategy, however, this is easier said than done.
The data collected from our second annual Experiential Traveler Survey presents a deep dive into the mindset of the modern traveler. We dig into their values, attitudes, travel behavior, and more.
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