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Mom Study 2014: Vacation Planning

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BuzzMG reached out to thousands of Moms from all over the nation to discuss family vacations and vacation planning. To find out what we learned, read our latest report!

BuzzMG reached out to thousands of Moms from all over the nation to discuss family vacations and vacation planning. To find out what we learned, read our latest report!

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  • 1. Mom Study 2014 03.20.14 What Moms Really Think AboutVacation
  • 2. Who was Involved? Buzz Marketing Group’s Mom Study 2014 is based on qualitative and quantitative research conducted with more than 700 momSpotters® 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 730 Participants 3,000 Panelists 100% Female Survey fielded online Ages 21-55 21-30 23% 31-39 26% 40-49 39% 50-55 12% What Moms Really Think AboutVacation Mom Study 2014
  • 3. Location What Moms Really Think AboutVacation Mom Study 2014 NY   16%   CA   14%   IL   9%   TX   6%  FL   4%   PA   5%   GA   6%   Rest  of  USA   40%  
  • 4. Ethnicity What Moms Really Think AboutVacation Mom Study 2014 White   68%   Black   16%   Asian   American   4%   Hispanic   8%   Mixed   4%  
  • 5. Marital Status What Moms Really Think AboutVacation Mom Study 2014 Single   8%   DaOng   2%   In  a   relaOonship   13%   Married   67%   Divorced   10%  
  • 6. Education What Moms Really Think AboutVacation Mom Study 2014 High  school   diploma   27%   Associates   Degree   23%   Bachelors   Degree   34%   Masters   Degree   14%   Doctorate   2%  
  • 7. Employment What Moms Really Think AboutVacation Mom Study 2014 Unemployed   4%   Working   part-­‐Ome   16%   Working  full-­‐ Ome   47%   Self-­‐ employed   7%   A  student   2%   A  full-­‐Ome   home  maker   24%  
  • 8. Household Income What Moms Really Think AboutVacation Mom Study 2014 Less  than   $8,000   $8,000  -­‐   $33,000   $33,000-­‐   $82,000   $82,000  -­‐   $170,000   $170,000  -­‐     $370,000   More  than   $370,000   I  don't   want  to   specify   6%   17%   39%   21%   5%   0%   12%  
  • 9. How many vacations does your family take each year? What Moms Really Think AboutVacation Mom Study 2014 Zero   One   Two   Three   Four   Five   More  than   five   10%   34%   31%   16%   6%   1%   2%  
  • 10. Which factors influence your vacation destination the most? (Select all that apply) What Moms Really Think AboutVacation Mom Study 2014 1.  Price  (92%)   2. Dates & Availability (92%)   3. Previous visits to location (87%)   4. Recommendations (80%)   5. Reviews (80%)  
  • 11. How far in advance do you plan your vacations? What Moms Really Think AboutVacation Mom Study 2014 Less  than  3   months   3-­‐6  months   6-­‐9  months   9-­‐12  months   Over  a  12   months   27%   42%   17%   10%   5%  
  • 12. Which sites do you use to book your trips? What Moms Really Think AboutVacation Mom Study 2014 1.  Expedia  (65%)   2.Travelocity (59%)   3. Priceline (55%) 4. Hotwire (51%)   5. Hotels.com (47%)   6. Kayak (44%)   7. Cheapairfare (22%)   8.Tripmama (7%)  
  • 13. Which is your preferred airline? (Select Three) What Moms Really Think AboutVacation Mom Study 2014 1.  Southwest  (39%)   2. Delta (34%)   3.American (28%) 4. United (25%)   5. JetBlue (24%)   6. US Airways (17%)   7.Airtran (8%)   8.Virgin Ameria (8%)  
  • 14. How important are the following when choosing an airline? What Moms Really Think AboutVacation Mom Study 2014
  • 15. Boarding Practices What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   46%   38%   16%  
  • 16. Price Point What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   86%   8%   6%  
  • 17. No Change or Cancel Fees What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   68%   23%   9%  
  • 18. Loyalty Program What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   45%   34%   21%  
  • 19. Flight Route What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   65%   26%   9%  
  • 20. Which is your preferred hotel chain? (Select Three) What Moms Really Think AboutVacation Mom Study 2014 1.  Hilton  (50%)   2. Marriott International (46%)   3. Best Western (21%) 4.Wyndham Hotel Group (21%)   5. Starwood Hotels & Resorts (16%)   6. Disney Hotels (12%)   7. Radisson 11%)   8. Ritz-Carlton (11%)  
  • 21. How important are the following when choosing a hotel? What Moms Really Think AboutVacation Mom Study 2014
  • 22. Location What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   85%   12%   3%  
  • 23. Amenities for Kids What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   52%   26%   22%  
  • 24. Loyalty Program What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   45%   35%   20%  
  • 25. Price Point What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   82%   14%   4%  
  • 26. Which is your preferred rental car company? (Select Three) What Moms Really Think AboutVacation Mom Study 2014 1.  Enterprise  (47%)   2. Hertz (38%)   3. Budget (32%) 4.Avis (25%)   5.Alamo (9%)   6. National (8%)   7.Thrifty (6%)  
  • 27. Which reviews do you search for the most when planning a vacation? (Select all that apply) What Moms Really Think AboutVacation Mom Study 2014 1.  Restaurants  (92%)   2. Hotels (89%)   3. Entertainment (88%)   4.Airlines (64%)   5. Rental Cars (55%)  
  • 28. Key Findings What Moms Really Think AboutVacation Mom Study 2014 92% of Moms say that price and availability influence their vacation destination more than anything else 92% of Moms said that they search for restaurant reviews more than any other type of review when planning a vacation 80% of Moms think that loyalty programs are important when choosing both airlines and hotels 55% of Moms take at least two vacations each year and 25% take at least three 42% of Moms plan their vacations three to six months before
  • 29. Buzz Marketing Group 132 Kings Highway East Suite 202 Haddonfield, NJ 08033 856.433.8579 Fax: 856.520.8581 www.buzzmg.com Contact Us

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