The Travel & Adventure Show's report on the state of today's American travel consumer. Complete with demographic and travel habit information, as well as booking influencers and trends for 2016, this report can help you better market to your target demographic!

1. The 2015 American Traveler
October, 2015

2. Increase in American Leisure Travel
According to Destination Analysts’ July, 2015 “The State of the
American Traveler” report, American travel expectations are
soaring.
In their most recent survey:
• 34.3% stated that their number of leisure trips
would rise compared to last year
• 35% of those polled also stated that they would
increase their leisure travel spending in the next 12
months
What does this mean?
Americans are traveling again. And not only are they
traveling more, but they’re spending more.
88.8%
91%
Increase/Same Amount in Leisure Travel
Spending
Increase/Same Amount of Leisure
Travel
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

3. Travel Habits:
The Average Traveler vs Travel & Adventure Show Attendees
15% state they spend $5,000
per year for leisure travel
26% of travelers took 5 or
more leisure vacations last year
23% of travelers took 2
international trips last year
48% took regional overnight
trips
Average Traveler*
40% of attendees spend over
$5,000 on leisure travel per year
43% of travelers took between
3-6 leisure vacations last year
67% of travelers took 2
international trips last year
72% took regional overnight
trips
Travel & Adventure Show
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

4. Demographics:
The Average Traveler vs Travel & Adventure Show Attendees
30% have a household income
of over $80,000
52% are married or in
committed relationships
48% hold college degrees
Average Traveler
56% have a household income
of over $100,000
63% are married or in a
committed relationship
96% hold college degrees
Travel & Adventure Show
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015

5. What Today’s Traveler Wants
Today’s traveler wants an authentic, experiential travel experience that fully immerses them in a
foreign culture. They’re looking for personalization, inspiration and self-discovery.
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
Authenticity Culinary Cultural
69%
65%*
74%
66%* 69%*
70%

6. Booking Influencers
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
Enjoy intensively planning and
personalizing their vacation.
Meaning: Today’s traveler enjoys
planning and personalizing their trip
just as much as taking it.
Look for the best deal available.
Meaning: Although today’s traveler
spends more per year on travel, they
still want a deal.
Use a travel agent to book their next
trip.
Meaning: More travelers are
booking directly with travel brands.
Rely on user-generated content when
planning their trip.
Meaning: They’re trusting their
peers and relying on word of mouth
communication to make their travel
decisions.

7. Booking Resources
*Source: “The State of the American Traveler,” Destination Analysts, July, 2015
Use the official website of a brand to
plan their trip
Meaning: There are other resources
that travelers use besides just the
official website.
Use their friend’s opinions.
Meaning: Word of mouth is still a
powerful marketing vehicle.
Use social media for travel planning.
Meaning: User generated content is
becoming more and more important
to travel marketing.
Used print resources.
Meaning: Print publications still
work for the Baby Boomer
generation.

8. The Travel & Adventure Show Series
Located in 7 Top U.S. DMA Markets
Traveler decisions have been influenced by the
Travel & Adventure Shows
In bookings…and counting

9. *Information from this report was taken from Destination Analysts’ July 2015 report, “The State of the American Traveler.”
San Diego
January 16-17, 2016
Chicago
January 23-24, 2016
Dallas
January 30-31, 2016
Washington, D.C.
February 20-21, 2016
Los Angeles
February 27-28, 2016
SF/Bay Area
March 5-6, 2016
Philadelphia
March 19-20, 2016
www.TravelShows.com