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Yahoo Travel Perception Study
- 2. 2 Yahoo Confidential & Proprietary 23% 18% 7% 25% 19% 8% Gender/Age Distribution Males 18-34 Males 35-54 Males 55+ Females 18-34 Females 35-54 Females 55+ Dates Survey fielded by Ipsos, a 3rd party research vendor, using online respondents from December 12-15, 2014 Males <35 48% 35+ Looked at Food content on Yahoo 47% Females 53% 52% Survey Respondents: • 2,005 respondents • US residents • Have traveled for leisure at least once in past 3 years Methodology
- 3. 3 Yahoo Confidential & Proprietary Males Looked at Food content on Yahoo 47% Females 53% Ø Recommendations from friends/family is the top influencer for booking a trip, and online is overwhelmingly the preferred way to do so Ø Over half travel with significant others, and most prefer to take self-guided tours Ø Most use social media while traveling, with Facebook being the lead outlet by a wide margin Ø More than half have traveled alone, and without a significant other Ø The majority of those with paid vacation days are happy with the number they have, and over half use all or most of them Key Findings
- 4. 4 Yahoo Confidential & Proprietary Males Looked at Food content on Yahoo 47% Females 53% 9% 20% 22% 21% 16% 9% 3% Last week Last month Last 3 months Last 6 months Last year Last 2 years Last 3 years Last Traveled Within… 72% of respondents have traveled within the last six months Average Trips Per Year Travelers take 4.0 trips on average per year 3.0 are domestic trips 1.0 are international trips Men have taken a trip within the last week more so than women, while women are more likely to have taken a trip within the last 6 months or year <35 are more likely to have taken a trip within the last week, while 35+ are more likely to have taken one within the last 2 years
- 5. 5 Yahoo Confidential & Proprietary 61% 46% 44% 43% 41% 40% 36% 26% 22% 16% 3% 2% Visiting friends/family Experiencing something new Quiet time/relaxing Seeing something I have never seen before Taking time for myself Adventure Returning somewhere I love Food Connecting with other cultures Sports/activities I rarely if ever travel outside my city or town Other Travel Motivations Women are more moCvated by visiCng friends/ family while men are more moCvated by adventure and sports/acCviCes <35 are more moCvated by experiencing something new, adventure, food, connecCng with other cultures, and sports/acCviCes Visiting friends or family was cited as a key motivation
- 6. 6 Yahoo Confidential & Proprietary Friend or family recommendations 48% Travel review sites 14% Ads 7% Article/videos on a website/blog 6% Travel books 5% Posts on social media 4% Magazine articles 4% Travel agent 3% Other 9% Almost half are influenced by friends and family Women are influenced more by friends/family, and men are most influenced by ads and travel agents <35 are influenced by arCcles/videos on websites/blogs and post on social media more than 35+ are Most Influence on Decision to Book a Trip
- 7. 7 Yahoo Confidential & Proprietary 77% 19% 13% 6% Online Over the phone Via a travel agent Other Online is the preferred method to book travel Usual Travel Booking Method Men book through the phone or through travel agents more so than women <35 are more likely to book a trip online or through a travel agent versus 35+
- 8. 8 Yahoo Confidential & Proprietary 7% 25% 34% 16% 5% 13% Spur of the moment One month 2-3 months 4-6 months More than 6 months It depends on the trip One-third plan travel 2-3 months before a trip Advance Travel Planning Women are more likely than men to plan travel more than 6 months out, or depending on the trip <35 are more likely to plan travel one month before, whereas 35+ are more likely to plan more than 6 months before
- 9. 9 Yahoo Confidential & Proprietary 53% 31% 31% 20% 18% 12% 5% Spouse/significant other Children Friends Parents Other relatives Usually travel alone Co-workers Over half travel with significant others, and almost one-third with children or friends Usual Travel Companions Men are more likely to travel alone or with coworkers, while women travel more with any kind of family member <35 are more likely to travel with parents, other relaCves, friends, or coworkers
- 10. 10 Yahoo Confidential & Proprietary 47% 35% 27% 27% 24% 22% 14% 11% 4% Mid-priced hotels At a family member's home Motels Luxury hotels At a friend's home Bed and Breakfasts Vacation rental by owner Hostels Other Almost half prefer to stay in mid-priced hotels Travel Accommodations Women are more likely to stay at a family member’s home than men <35 are more likely to stay at all accommodaCon types, with the excepCon of mid-‐ priced hotels or motels
- 11. 11 Yahoo Confidential & Proprietary 65% 50% 30% 16% 10% 3% Credit card Cash Savings Points/rewards/sweepstakes Parents Voluntourism Credit card and cash are the top payments to fund travel Men tend to use credit cards and parCcipate in volunteerism more than women; women are more likely to use their parents to fund their travel 35+ use credit cards to fund their travel more so than <35 Payment for Travel
- 12. 12 Yahoo Confidential & Proprietary Less than $500 18% $500-$999 20% $1000-$2999 28% $3000-$4999 18% $5000-$9999 12% $10,000+ 5%Less than $250 12% $250-$499 22% $500-$999 30% $1000-$4999 33% $5000+ 4% About half spend between $250-$1000 on a vacation Amount Spent on Average Vacation Amount Spent on Travel per Year Men are more likely to spend over $1000 on an average vacaCon or on travel throughout the year, whereas women are more likely to spend less than that <35 tend to spend less then $1000 on an average vacaCon, but their older counterparts tend to spend more than $1000
- 13. 13 Yahoo Confidential & Proprietary Facebook is the most used social media outlet while traveling Social Media Used (Among Those Who Use It While Traveling) Men tend to use TwiQer and Flickr more, while women use Pinterest more <35 are more likely to use TwiQer, Instagram, Pinterest, and Tumblr more than 35+ 92% 34% 34% 19% 11% 4% 4%Other 69% of travelers use social media while traveling
- 14. 14 Yahoo Confidential & Proprietary 38% 15% 14% 12% 10% 8% 3% Personal safety Language barriers Health issues/proper medical care Possible political unrest Being physically uncomfortable Natural disaster Other Personal safety is the biggest travel concern when traveling abroad Biggest Travel Concerns When Traveling Abroad <35 are more concerned with language barriers and natural disasters, whereas 35+ are more concerned with personal safety and poliCcal unrest
- 15. 15 Yahoo Confidential & Proprietary 24% 21% 17% 11% 7% 7% 7% 3% 2% I don't get angry on a plane Rude passengers Cramped space Crying baby Rude flight attendants Haven't traveled by plane before Ticket prices No/bad food Other Though a quarter do not get angry on a plane, rude passengers are the largest causes of air rage Biggest Travel Annoyances Women more than men have never traveled by plane before <35 are more likely to be annoyed by rude flight aQendants, Ccket prices, and bad food. By contrast, 35+ are more likely not to get angry on a plane
- 16. 16 Yahoo Confidential & Proprietary More than half have traveled alone or without a significant other Solo Travel 58% of travelers have traveled alone Those who have traveled alone have taken an average of 10.9 trips alone Never 20% Once in a while 34% Frequently 20% Do not have significant other 26% Traveled without Significant Other 7% have lied to their significant other about going on vacation Men tend to lie more than women <35 are more likely to lie
- 17. 17 Yahoo Confidential & Proprietary All of them 38% Most of them 28% Some of them 30% None 5% The majority are happy with the number of paid vacation days they have, and use at least some Paid Vacation Days 73% of employed travelers have paid vacation days through their work 84% of those with paid vacation days are happy with the number they have Vacation Days Taken Past Year (Among Those Who Get Paid Vacation) 12% have lied to their boss to take a vacation (11% never had a boss to lie to) 35+ are more likely to use all their vacaCon days <35 are more likely to lie
- 18. 18 Yahoo Confidential & Proprietary New York is perceived to be the most unfriendly city, with Los Angeles and Paris nearly tying for second Most Unfriendly City 31% 15% 14% 9% 6% 6% 4% 3% 3% 2% 9% New York City Los Angeles Paris Hong Kong São Paulo Tokyo San Francisco London Rome Sydney Other Men tend to think Rome is more unfriendly than women do <35 tend to think Hong Kong and Sydney are more unfriendly than 35+ do
- 19. 19 Yahoo Confidential & Proprietary Las Vegas is considered to be the most overrated city, followed by New York and Miami Most Overrated City 28% 18% 14% 11% 7% 6% 3% 2% 2% 2% 5% Las Vegas New York City Miami Paris Dubai Honolulu London Vaitape, Bora Bora Rome Sydney Other Men say Dubai and Sydney are more overrated than women do, while women say Las Vegas is more overrated <35 say Rome and Sydney are more overrated than 35+ do
- 20. 20 Yahoo Confidential & Proprietary My dream trip would be to go to South America and stay in an all inclusive resort by the beach and I would rent a car and travel throughout the city and go to surrounding countries. – 33, F Take my grandsons and daughter to Disney World in Florida. We can lodge at my brother’s house and he would take us sight seeing too. – 50, F Dream Vacations Verbatim Comments Lying on a Caribbean beach with a fruity drink with an umbrella in it. – 32, M I would take the honeymoon we never got with my husband to Ireland. It would be at least 10 days in Ireland and we would drive ourselves around and stay at bed and breakfasts and kiss the Blarney Stone. We would visit castles and pubs and try new foods. – 37, F I would love to visit Africa. Not only for volunteer work and to make a difference in someone's life, but to experience something completely different. A safari is definitely something I am looking forward to. I would love to go to Morocco to ride camels, see Marrakech and try new cuisine. I am willing to try and learn anything new and exciting. – 23, F Travel to Alaska on a cruise with my wife and daughter. – 50, M A scuba diving live-aboard trip to the South Pacific for 10 days or more. Destinations could include the Solomon Islands, Palau, Indonesia, and Thailand. – 57, M Backpacking through Europe. – 35, F A month long rock climbing and sight seeing trip to Yosemite National Park including an experienced guide/ climbing partner to show me the best places/routes to climb and places to visit. – 31, M