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Multicultural Travel Study 2014

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  • 1. Multicultural Travel Study 2014 06.20.14! What Multiculturals Really Think About Travel!
  • 2. Who was Involved? Buzz Marketing Group’s MulticulturalTravel 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%! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014!
  • 3. Location What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! NY# 21%# CA# 15%# IL# 13%#TX# 9%# FL# 8%# PA# 8%# GA# 8%# Rest#of# USA# 18%#
  • 4. Ethnicity What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Black# 48%# Asian# American# 16%# Hispanic# 26%# American# Indian# 1%# Mixed# 9%#
  • 5. Marital Status What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Single# 23%# DaNng# 3%# In#a# relaNonship# 21%# Married# 48%# Divorced# 5%#
  • 6. Education What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! High# school# diploma# 23%# Associates# Degree# 18%#Bachelors# Degree# 42%# Masters# Degree# 15%# Doctorate# 2%#
  • 7. Employment What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Unemployed# 4%# Working# partSNme# 9%# Working# fullSNme# 60%# SelfS employed# 9%# A#student# 8%# A#fullSNme# home# maker# 10%#
  • 8. Household Income What Multiculturals Really Think About Travel! 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%# Multicultural Travel Study 2014!
  • 9. How many vacations do you take each year?! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Zero# One# Two# Three# Four# Five# More#than# five# 8%# 33%# 33%# 17%# 5%# 1%# 3%#
  • 10. Which websites do you use to book your vacations? (Select 3)! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! 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%#
  • 11. How far in advance do you plan your vacation?! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Less#than# 3#months# 23%# 3S6# months# 43%# 6S9# months# 19%# 9S12# months# 11%# More# than#a# year# 4%#
  • 12. Which factors influence your vacation destination?! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Price# Dates# Previous#Visits# Online#Reviews# RecommendaNons# 94%# 93%# 86%# 83%# 82%#
  • 13. What is your preferred airline carrier? (Select 3)! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! 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%#
  • 14. What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! How important are the following when choosing an airline?!
  • 15. Boarding Practices! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 51%# 31%# 18%#
  • 16. Price Point! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 87%# 9%# 4%#
  • 17. Change & Cancel Fees! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 69%# 24%# 7%#
  • 18. Loyalty Program! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 51%# 32%# 17%#
  • 19. Flight Route! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 65%# 25%# 10%#
  • 20. What is your preferred hotel chain? (Select 3)! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! 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%#
  • 21. What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! How important are the following when choosing a hotel?!
  • 22. Hotel Location! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 86%# 12%# 2%#
  • 23. Amenities For Kids! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 51%# 18%# 31%#
  • 24. Loyalty Program! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 49%# 33%# 18%#
  • 25. Price! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 83%# 14%# 3%#
  • 26. Rooms & Suites! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Very#Important# Somewhat#Important# Not#Important# 52%# 30%# 18%#
  • 27. What is your preferred rental car company?(Select 3)! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! 1. Enterprise 57%! 2. Hertz 46%# 3. Budget 36%# 4.Avis 30%# 5. National 10%# 6.Alamo 9%# 7.Thrifty 7%#
  • 28. Which type of reviews do you search for online?! What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! Restaurants# Hotels# Entertainment# Airlines# Rental#Cars# 94%# 93%# 90%# 70%# 63%#
  • 29. Key Findings What Multiculturals Really Think About Travel! Multicultural Travel Study 2014! 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#
  • 30. 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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