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BizReport : Blogs & Content archives : May 21, 2010


Americans planning for more summer vacations this year

In what is likely one of the strongest indicators that the public feels the worst of the economic recession is in the past, Burst Media is reporting that nearly 30% of Americans plan to take more vacations this summer than in 2009. Nearly 45% report they'll take 'at least the same amount' of vacations this summer.

by Kristina Knight

burstmedia.gifOnly about 12% of consumers say they'll travel less this year. Comparatively speaking, last year's survey found that nearly 35% of consumers were planning to travel less.

What does travel have to do with anything? First, it is a sign that consumers are finding their balance again since the recession. If people are will to travel, they are will to spend more money and, likewise, have more money to spend. The big takeaway, however, is that consumers are turning to online avenues for travel deals. Good news for travel websites, travel destinations and other travel segments.

"The Internet is the primary source for many consumers to both research and make purchases, particularly with their travel plans," said Mark Kaefer, Marketing Director at Burst Media. "As people feel more confident about the economy and plan to take more vacations this summer than they did a year ago, there is a tremendous opportunity for online marketers to engage with these travelers in an extremely targeted and effective manner to maximize their ROI."

How will consumers use the Internet as they plan for summer vacations?

• 88% will research destinations/make travel plans over the Internet
• 54% will turn to travel hubs such as Expedia or Priceline to book flights and hotel stays
• 53% will scope out travel bargains and deals prior to finalizing plans
• 24% will use the Internet to learn about travel alerts prior to leaving home

One more interesting finding from the Burst report is that consumers will stay connected to family and friends via the Internet while they disconnect themselves from the stresses of the workplace. According to the report 72% say they used the Interest for email or social networking during their last vacation. Men (76%) are slightly more like than women (67%) to access the Internet while on vacation.

By the way, merchants, restaurants and touristy sites in destination areas might want to ramp up a bit of advertising for the summer months. Along with emailing family or staying connected with friends through socnets, about one-third of men and women will be logging on during their vacation to find places of interest (movie theatres, local merchants, local restaurants, etc.) for their vacation destination of choice.






Tags: Burst Media, ecommerce, travel, travel content, travel marketing








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