TIA and AmEx Identify Travelers' Ideal Vacation

In-Depth Survey by Travel Industry Association and American Express Focuses on What Americans Want

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. October 14, 2008

APRIL 10, 2007. The Travel Industry Association (TIA) and American Express released results of a landmark report profiling what Americans actually do on vacation trips versus what they "want" to do. The results were unveiled at TIA's TravelCom/Res-Expo show in Las Vegas. The Ideal American Vacation Trip report is based on a representative sample of 2,500 vacation travelers conducted online in 2006 and highlights unique travel behaviors by market segments.

'While the American love affair with the vacation trip is still strong, this research reveals that the travel industry has the opportunity to do much more to enhance the vacation experience for travelers of all ages, family types, and motivations,' said Lisa Gregg, Vice President of Marketplace Development/North America for American Express.

Dr. Suzanne Cook, Senior Vice President of Research for the Travel Industry Association, agreed, 'In a day and age of relatively modest growth in travel, targeting specific groups of vacation travelers is more important than ever.'

What is the typical American vacation trip?

Approximately 124 million Americans took a vacation in the past year, amounting to 55% of the adult population, with the typical traveler taking 3 trips per year. On average, the typical household spends $1,500 on a vacation trip and travels 1,200 miles from home.

Traveling by car continues to be the top form of transportation for a vacation trip; however, at least one trip per year is by plane. Generally, vacation travelers take at least two vacation trips that include hotel stays, but the most common accommodations are friends' or relatives' homes (24%) and moderately priced hotels or motels (19%).

Americans most often take a vacation trip with their spouse or significant other (62%). The most popular trip destinations are cities and urban areas (39%), followed by small towns and rural areas (26%), and ocean beaches (23%). The most popular activities are sightseeing (51%) and shopping (51%).

What is the ideal vacation trip?

The report found that overall, rest and relaxation and spending time with significant others are the most important attributes of an ideal vacation trip. Vacation travelers would like to travel more by plane and by ship and, not surprisingly, would like to double the length of their average trip.

While spending time with family is an important aspect of leisure travel, it's currently the most fulfilled need of the vacation traveler. Freedom, escape, and spending time with one's significant other are less fulfilled.

The study also found that ideal vacation destinations for American vacation travelers are those that offer an easy travel experience, a sense of fun and adventure, and local flavor.

What are the barriers to taking the ideal vacation trip?

Although nearly 9 out of 10 travelers are highly satisfied with their last trip, fewer than half say that their last trip was close to their ideal. More than one-quarter say their trip was not close to ideal.

Not surprisingly, money is by far the largest barrier to achieving an ideal vacation, but family and work responsibilities also weigh heavily on vacationers' trip satisfaction.

Note: Vacation travelers as defined in this study are those who have taken at least one vacation trip (2+ nights) in the past year that included air travel or paid lodging or was a cruise.