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BizReport : Research archives : July 24, 2013

Reports: Travel still top of consumers' interests

Summer in Northern Hemisphere may be half over, but that isn't stopping travel plans - especially those who haven't finalized destinations yet. According to the 2013 Harris Poll EquiTrend study vacations are getting a lot of attention, especially from budget-minded shoppers.

by Kristina Knight

The Brand of the Year, Value Airline category remains Southwest while Alaska/Horizon is top of the list for Full-Service Airline. The important news for travel brands, though, is that most Americans (64%) plan to take a leisure trip over the summer months - and there is still time to capture their interest.

"The summer travel season is upon us, and choosing where to go on vacation is a big decision, especially with anticipated leisure travel up four percentage points over last year," says Allison Powell, Research Director at Harris Interactive. "Consumers want to feel like they're getting their money's worth when it comes to all aspects of travel - from flying to renting a car to booking their hotel stay - and will shop around to get the best value out of their travel dollars and vacation experience."

Of those planning a summer getaway just over half say they'll spend over $1,00, and many are looking to discounted sites - like Travelocity and Expedia - to find those deals. As for where vacationers want to go:

• 38% want to visit a beach
• 27% plan to visit a city center
• 23% plan to go rural
• 23% plan to visit state parks
• 21% say they'll visit a theme park, with most choosing Disney

Image via Shutterstock

Tags: Harris Interactive, travel advertising, travel content, travel trends

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