Mom Study 2014
03.20.14	

What Moms Really Think AboutVacation
Who was Involved?
Buzz Marketing Group’s Mom Study 2014
is based on qualitative and quantitative
research conducted with m...
Location
What Moms Really Think AboutVacation	

Mom Study 2014	

NY	
  
16%	
  
CA	
  
14%	
  
IL	
  
9%	
  
TX	
  
6%	
  ...
Ethnicity
What Moms Really Think AboutVacation	

Mom Study 2014	

White	
  
68%	
  
Black	
  
16%	
  
Asian	
  
American	
...
Marital Status
What Moms Really Think AboutVacation	

Mom Study 2014	

Single	
  
8%	
  
DaOng	
  
2%	
  
In	
  a	
  
rela...
Education
What Moms Really Think AboutVacation	

Mom Study 2014	

High	
  school	
  
diploma	
  
27%	
  
Associates	
  
De...
Employment
What Moms Really Think AboutVacation	

Mom Study 2014	

Unemployed	
  
4%	
  
Working	
  
part-­‐Ome	
  
16%	
 ...
Household Income
What Moms Really Think AboutVacation	

Mom Study 2014	

Less	
  than	
  
$8,000	
  
$8,000	
  -­‐	
  
$33...
How many vacations does
your family take each year?	

What Moms Really Think AboutVacation	

Mom Study 2014	

Zero	
   One...
Which factors influence your
vacation destination the most?
(Select all that apply)	

What Moms Really Think AboutVacation	...
How far in advance do you
plan your vacations?	

What Moms Really Think AboutVacation	

Mom Study 2014	

Less	
  than	
  3...
Which sites do you use to
book your trips?	

What Moms Really Think AboutVacation	

Mom Study 2014	

1.	
  Expedia	
  (65%...
Which is your preferred airline?
(Select Three)	

What Moms Really Think AboutVacation	

Mom Study 2014	

1.	
  Southwest	...
How important
are the following
when choosing
an airline?	

What Moms Really Think AboutVacation	

Mom Study 2014
Boarding Practices	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
...
Price Point	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
   Not	...
No Change or Cancel Fees	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Impor...
Loyalty Program	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
   ...
Flight Route	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
   Not...
Which is your preferred hotel
chain? (Select Three)	

What Moms Really Think AboutVacation	

Mom Study 2014	

1.	
  Hilton...
How important
are the following
when choosing a
hotel?	

What Moms Really Think AboutVacation	

Mom Study 2014
Location	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
   Not	
  ...
Amenities for Kids	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
...
Loyalty Program	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
   ...
Price Point	

What Moms Really Think AboutVacation	

Mom Study 2014	

Very	
  Important	
   Somewhat	
  Important	
   Not	...
Which is your preferred rental
car company? (Select Three)	

What Moms Really Think AboutVacation	

Mom Study 2014	

1.	
 ...
Which reviews do you search
for the most when planning a
vacation? (Select all that apply)	

What Moms Really Think AboutV...
Key Findings
What Moms Really Think AboutVacation	

Mom Study 2014	

92% of Moms say that price and availability influence ...
Buzz Marketing Group 	

132 Kings Highway	

East Suite 202	

Haddonfield, NJ 08033	

856.433.8579	

Fax: 856.520.8581	

www...
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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!

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Mom Study 2014: Vacation Planning

  1. 1. Mom Study 2014 03.20.14 What Moms Really Think AboutVacation
  2. 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. 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. 4. Ethnicity What Moms Really Think AboutVacation Mom Study 2014 White   68%   Black   16%   Asian   American   4%   Hispanic   8%   Mixed   4%  
  5. 5. Marital Status What Moms Really Think AboutVacation Mom Study 2014 Single   8%   DaOng   2%   In  a   relaOonship   13%   Married   67%   Divorced   10%  
  6. 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. 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. 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. 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. 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. 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. 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. 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. 14. How important are the following when choosing an airline? What Moms Really Think AboutVacation Mom Study 2014
  15. 15. Boarding Practices What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   46%   38%   16%  
  16. 16. Price Point What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   86%   8%   6%  
  17. 17. No Change or Cancel Fees What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   68%   23%   9%  
  18. 18. Loyalty Program What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   45%   34%   21%  
  19. 19. Flight Route What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   65%   26%   9%  
  20. 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. 21. How important are the following when choosing a hotel? What Moms Really Think AboutVacation Mom Study 2014
  22. 22. Location What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   85%   12%   3%  
  23. 23. Amenities for Kids What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   52%   26%   22%  
  24. 24. Loyalty Program What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   45%   35%   20%  
  25. 25. Price Point What Moms Really Think AboutVacation Mom Study 2014 Very  Important   Somewhat  Important   Not  Important   82%   14%   4%  
  26. 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. 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. 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. 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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