Survey delves into consumer vacation plans, beliefs

(May 22, 2009 - DTN) - Travel Trade - The majority of Americans (60%)believe that tours and vacation packages offer more value for the dollar, a recent consumer survey commissioned by USTOA found.

According to an earlier survey of USTOA members, "Buying a tour or vacation package can save an average 20% to 30% in general. In 2009, because of the stronger dollar, international travelers in particular can save an average 20% over last year's prices in many destinations," said Bob Whitley, USTOA president.

The consumer survey also revealed that three out of four Americans are planning a vacation trip this year despite the recession. But people are modifying their vacations by looking for affordable destinations and by traveling closer to home, survey results showed.

Economic factors were the most important factors influencing vacation decisions. Affordability and low priced ranked as the most important consideration by more than 35% of respondents. More than 40% said they would modify their plans by traveling closer to home, and nearly 40% said they would avoid expensive areas.

Nearly 30% said they were looking for destinations with more value, while 25% said they would plan more last minute trips, within three months of departure. Only slightly more than one-quarter of those surveyed said they would eliminate a vacation away from home altogether.

Looking at other ways to save money, nearly 20% were likely to book an all-inclusive destination, while almost 15% said they would take advantage of the stronger dollar by traveling abroad.

On the international front, while more than 45% of Americans said they were not planning to abroad this year, 20% said they are planning to go to Europe. Among those planning international trips, Europe ranked as the most popular destination overall with over 40% of travelers. Western hemisphere vacations outside the US came in at 35% and Australia, New Zealand and the South Pacific, as a group, came in at nearly 20%.

Results by Demographics

Of those polled, people earning $100,000 and more were the most likely to say they will travel abroad. Affluent travelers also were the most value-conscious, as they were most likely to say they look for destinations that offer more value, to book an all-inclusive vacation and plan a vacation within 90 days of departure.

In terms of age, 18-34 year olds were most likely to travel to Europe this year. That age group also was the least likely to say they will eliminate a vacation away from home, and were the least likely to say they will stay closer to home on vacation to avoid expensive destinations. However, when it came to affordability, the younger the traveler, the more important affordability was, with almost 40% of 18-34 year olds ranking affordability as the most important factor, compared to under 30% of those 65 years or older.

In addition to affordability, other qualities were considered important in planning a vacation. Time with family ranked second, and the destination itself came in third. Length of vacation was considered the least important factor.