This document provides demographic data and travel trends for different market segments in the US including families, business travelers, and friends/couples. For families, it details the number and income distribution of families with children in the US, as well as their most popular travel destinations and preferences like needing extra space and activities for kids. For business travelers, it discusses their need for internet connectivity, reliance on loyalty programs, and preference for European destinations. Finally, it describes friends/couples as university students and recent grads seeking cultural experiences through affordable shared accommodations.

2. Team 2
Elena Arrobbio Farida El-Ibiary
Matteo Mombelli
Johanne
Kassarjian
Cosimo CorsiniFernando Baptista

3. Table of Contents
US Family segmentation
Business man and women segmentation
Group of Friends/ couples segmentation
Conclusions

4. Families from U.S.A

5. Families in USA
 17.881 families with one child
 15.405 families with two children
 6.935 families with three children
 2.528 families with four children
 1.483 families with 4+ children
 Total of 44.232 families overall

6. Family Distribution & Income
 1st California 12,542,460
 2nd Texas 8,886,471
 3rd New York 7,234,743
 4th Florida 7,158,980

7. Favorite Travel destinations (2015)
 Europe, 706,000 travelers – up 5%
 Caribbean, 523,000 travelers – up 2%
 Asia, 418,000 travelers – up 15%
 Central America 211,000 travelers – up 17%
 Middle East 172,000 travelers – up 20%
 South America 156,000travelers – up 17%
 Oceania 58,000travelers – up 9%
 Africa 25,000 travelers – up almost 13%

8. Travel habits
 75% desire to have time to relax.
 64% wants to explore cities and attraction.
 59% Wish to experience different cultures
 54% want to both relax and explore the city

9. Main Consumer Needs
 Extra space
 Free Breakfast
 Microwaves and Mini Fridges
 Affordability (Competitive prices £150 flat in Central London)
 Activities for kids

10. Family Travel Times & Preferred
Destinations
 May, June, July, August and September
 1 million and 400 thousands people
 Britain, France, Italy and Germany
 travelers who earns more than $250’000 per year takes an average of 6.2
leisure trip (2013 data)
 Families earning $125’000 and $250K takes 4.7 trips

11. Booking a Holiday
 50% of Americans with a salary above
$140,000 are more willing to use a travel
agent (MMGY Global,2014)
 30% visit online community and forums to
get advice on a destination/provider
 75% of travelers relay on individual reviews

12. Recommendations
 Create a good relationship with travel agencies and
public relations
 Promote well in advance the high season May-
September and try to implement in many of their
accommodations amenities for children.
 Focus their marketing on price

13. Business Traveller's

14. Understanding business
traveler Habits
 Internet and connectivity is the main need for
Business travelers
 Business travelers and leisure travelers use the
internet as their main source of trip planning. However
business traveler rely on apps and hotel websites
 One in three leisure traveler and one in two business
travelers select an OTA for its superior site tools and
options

15. Loyalty and reward systems

16. One in two business traveler will
make changes in their bookings

17. Business travelers tend to seek for
more information

18. Business Traveller's
 Rise of woman in the workplace
 30’s to the early 60’s
 middle manager / company director, seeing as
they are travelling for work ($40,000 upwards
annually)

19. Income Distribution
 A or B on the social grade of the socio-economic
scale
 Luxury lifestyle:
1. Luxury dining
1. Social drinkers
1. Work is a major priority

20. Preffered Destinations
 Mainly US Business Men:
1. Traveling to the European capitals
1. International work

21. Travel habits & Reason for
Growth
 From the US 11,774,204 have travelled to Europe in
2015
 assumed that 30% of the 11,774,204 are traveling for
work related reasons:
- this 30% is the target segment for Travelstaytion
 Stable growth  increasing globalization  more work
overseas
 30% of Travel Staytion’s overall market

22. Friends & Couples

23. Demographic Description
 A couple in their twenties studying at university or
having just graduated from university
 In 2012, $217 billion of the $1.088 trillion tourism
came from young travelers
 Student spending has increased by 40 percent since
2007
 Young travelers that want to enrich their cultural
experiences
 Improve chances of Employability

24. Interests and Travel habits

25. Travelling Behaviour
 Type of room: One bedroom house/apartment
 The company should offer more for less
Ex: giving out special promotions, or special holiday
deals.
 About 88% of user reservations are either from
couples of two, or four people.

26. Reccomandations
 Online travel sales in Western Europe are to increase
from 200 billion dollars in 2013 to 270 billion dollars by
2017. (Euromonitor International, 2014).
 Travelstaytion can therefore use this growth to its
advantage.
 Type of media: Tv, radio, newspapers, magazines,
internet
 Every year the usage of media increases by 20%
globally
 Ensures good hospitality and attracts more customers