Skift: The Changing Business of Summer Travel in the United States
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Skift: The Changing Business of Summer Travel in the United States

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It’s a very good time to be in the U.S. travel industry, with summer forecasts looking sunny--by every measure. Here’s what you need to know about the summer travel season to make successful ...

It’s a very good time to be in the U.S. travel industry, with summer forecasts looking sunny--by every measure. Here’s what you need to know about the summer travel season to make successful decisions for your business.

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Skift: The Changing Business of Summer Travel in the United States Document Transcript

  • 1. The Changing Business of Summer Travel in the United States It’s a very good time to be in the U.S. travel industry, with summer forecasts looking sunny -- by every measure. Here’s what you need to know about the summer travel season to make successful decisions for your business. SKIFT REPORT #19 2014 This material is protected by copyright. Unauthorized redistribution, including email forwarding, is a violation of federal law. Single-use copy only. If you require multiple copies, contact us at trends@skift.com.WWW.SKIFT.COM
  • 2. Get the twice-monthly Skift Trends Report for the latest intelligence on the travel industry. Each edition in our new series of reports will brief you on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future. After you subscribe, you will receive 24 reports direct to your inbox for an entire year. Reports are delivered as a downloadable PDF. For any comments or questions, email us at trends@skift.com. For more information on past reports go to Skift.com/travel-trends. Subscribe to the Skift Trends Report
  • 3. Table of contents About Skift Skift is a travel intel- ligence company that services to professionals in travel and professional travelers, to help them make smart decisions about travel. Skift is the business of travel. Visit skift.com for more. Executive Summary 3 Introduction 4 8 8 Road Trip Factors 9 Value Drives Decisions 10 Experiential Content 12 13 Alternative Destinations 14 Traveler Demographics 16 16 Catering to Families 17 Insights and Strategies 18 About Skift 19 The Changing Business of Summer Travel in the United States SKIFT REPORT #19 2014 7
  • 4. The key summer travel season has arrived, bringing with it the promise of robust revenue and increased guest traffic for travel and tourism businesses. Projections and surveys indicate the 2014 summer travel season will be a banner year for revenue, volume and traveler optimism. It’s a crucial time to capitalize on the travel trends that have been observed in the past six to 12 months, as the majority of American adults plan to take a leisure trip during the summer travel season. • 88 percent of Americans plan to take a summer vacation this year, up 11 percent year-over-year, with more than half of trave- lers using reward points to book hotel and airfare, according to Orbitz.com survey data. • Consumers expect to pay $1,246 per person on average, up 9 percent from last year, according to the American Express Spending & Saving Tracker. • Hotel revenue per available room increases are being attributed to rate bumps, rather than occupancy gains, indicating pricing power in many U.S. markets. Rather than driving demand based on pricing, travel and tourism businesses are able to compete on a more sophisticated level of marketing to capture the summer dollars. Today’s traveler has more financial confidence, but wants value. Executive summary The Changing Business of Summer Travel in the United States SKIFT REPORT #19 2014 3