Multicultural Travel Study 2014

Multicultural Travel Study 2014

06.20.14!

What Multiculturals Really Think About Travel!

Who was Involved?

Buzz Marketing Group’s Multicultural Travel Study 2014 is based on qualitative and quantitative research conducted with more than 400 buzzSpotters® throughout the United States during the month of January, 2014. This report is available for download at www.buzzmg.com/reports.!

Composed based on data from 1.1.2014 – 1.22.2014!

467 Participants!3,000 Panelists!

57% Female!43% Male!

Survey fielded online!

Ages 18-55!18-24 ! ! ! !18%!25-35 ! ! ! !38%!36-45 ! ! ! !23%!46-55 ! ! ! !21%!


Multicultural Travel Study 2014!

Location



NY#21%#

CA#15%#

IL#13%#TX#

9%#

FL#8%#

PA#8%#

GA#8%#

Rest#of#USA#18%#

Ethnicity



Black#48%#

Asian#American#

16%#

Hispanic#26%#

American#Indian#1%#

Mixed#9%#

Marital Status



Single#23%#

DaNng#3%#

In#a#relaNonship#

21%#

Married#48%#

Divorced#5%#

Education



High#school#diploma#23%#

Associates#Degree#18%#Bachelors#

Degree#42%#

Masters#Degree#15%#

Doctorate#2%#

Employment



Unemployed#4%#

Working#partSNme#

9%#

Working#fullSNme#60%#

SelfSemployed#

9%#

A#student#8%#

A#fullSNme#home#maker#10%#

Household Income


Less#than#$8,000#

$8,000#S#$33,000#

$33,000S#$82,000#

$82,000#S#$170,000#

$170,000#S##$370,000#

More#than#$370,000#

I#don't#want#to#specify#

10%#

17%#

40%#

19%#

3%#0%#

11%#


How many vacations do you take each year?!



Zero# One# Two# Three# Four# Five# More#than#five#

8%#

33%# 33%#

17%#

5%#

1%#3%#

Which websites do you use to book your vacations? (Select 3)!



1. Expedia 74%!

2. Travelocity 66%#

3. Priceline 63%#

4. Hotwire 62%#

5. Hotels.com 56%#

6. Kayak 52%#

7. Cheapairfare 30%#

8. Tripmama 11%#

How far in advance do you plan your vacation?!



Less#than#3#months#

23%#

3S6#months#43%#

6S9#months#19%#

9S12#months#11%#

More#than#a#year#4%#

Which factors influence your vacation destination?!



Price# Dates# Previous#Visits# Online#Reviews# RecommendaNons#

94%#93%#

86%#

83%#82%#

What is your preferred airline carrier? (Select 3)!



1. Southwest 41%!

2. Delta 39%#

3. American 36%#

4. JetBlue 29%#

5. United 27%#

6. US Airways 18%#

7. Virgin America 11%#

8. Airtran 9%#



How important are the following when choosing

an airline?!

Boarding Practices!



Very#Important# Somewhat#Important# Not#Important#

51%#

31%#

18%#

Price Point!




87%#

9%#4%#

Change & Cancel Fees!




69%#

24%#

7%#

Loyalty Program!




51%#

32%#

17%#

Flight Route!




65%#

25%#

10%#

What is your preferred hotel chain? (Select 3)!



1. Hilton 56%!

2. Marriott International 53%#

3. Wyndham Hotel Group 21%#

4. Best Western 21%#

5. Starwood Hotels & Resorts 20%#

6. Radisson 14%#

7. Ritz-Carlton 12%#

8. Disney Hotels 11%#



How important are the following when choosing a

hotel?!

Hotel Location!




86%#

12%#

2%#

Amenities For Kids!




51%#

18%#

31%#

Loyalty Program!




49%#

33%#

18%#

Price!




83%#

14%#

3%#

Rooms & Suites!




52%#

30%#

18%#

What is your preferred rental car company? (Select 3)!



1. Enterprise 57%!

2. Hertz 46%#

3. Budget 36%#

4. Avis 30%#

5. National 10%#

6. Alamo 9%#

7. Thrifty 7%#

Which type of reviews do you search for online?!



Restaurants# Hotels# Entertainment# Airlines# Rental#Cars#

94%# 93%# 90%#

70%#63%#

Key Findings



92%#take#at#least#one#vacaNon#each#year#and#59%#take#at#least#two#

94%#search#for#restaurant#reviews#online#before#their#trip#

94%#say#that#price#and#(93%)#dates#influence#their#vacaNon#desNnaNon#

77%#plan#their#vacaNon#more#than#three#months#in#advance#

74%#use#Expedia#to#book#their#vacaNons#online#

Buzz Marketing Group !132 Kings Highway!

East Suite 202!Haddonfield, NJ 08033!

856.433.8579!Fax: 856.520.8581!

www.buzzmg.com!

Contact Us

Date post:	05-Sep-2014
Category:	Marketing
Upload:	buzz-marketing-group
View:	457 times
Download:	1 times