Destination Unknown: How U.S. and European Travelers Decide Where to Go 2011

Summary

As leisure travel continues to rebound following the global financial crisis, destination marketers are vying for a larger share of the travel pie. The good news: that pie is growing, with leisure travel incidence among U.S. and European travelers increasing 2011. The improved appetite for travel, however, has differed by market, and individual market conditions, cultural preferences and traveler influencers can vary significantly.

Phocuswright’s Destination Unknown: How U.S. and European Travelers Decide Where to Go 2011, provides insight into leisure travel behavior in the U.S., France, Germany and the U.K., providing in-depth analysis of the traveler segment most relevant to destination marketers: independent destination selectors (i.e., travelers who have independently selected at least one of their leisure travel destinations in the past year). The report analyzes the destination selection process, highlighting the key motivators, information sources, online features and websites used in destination selection.

Report topics include:

• Leisure traveler trends in each market, with a focus on traveler preferences impacting destination selection


• Destination selection patterns for domestic and international travelers (distinguishing between European travelers who travel within versus outside of Europe)


• Analysis of travelers who independently selected a leisure travel destination in the past year, including travel spend and frequency


• Timing of when travelers choose their destination and the specialized process that sets destination selection apart from other travel decisions


• Motivators for selecting a travel destination and specific sources of influence


• Information sources and websites used when choosing a destination


• Discussion of the most influential types of social media and online features in each market

Destination Unknown: How U.S. and European Travelers Decide Where to Go 2011 empowers destination marketers to influence travelers in these key markets as they explore the world of travel possibilities.