Report Offers a Fresh Insight into How U.S. and World Travelers Research and Book their Trips
TripAdvisor Identifies Six Traveler Types Based on Behavior
NEEDHAM, Mass., Dec. 15, 2016 (GLOBE NEWSWIRE) -- When it comes to vacations, U.S. travelers are more in love with their own country than any other nation, a new TripAdvisor study suggests.
Fifty-eight percent of U.S. travelers opted to stay within their nation’s borders during their last trip, a higher percentage than any other world travelers polled, and a tribute to the incredible geographical diversity offered in the U.S. This compares to other nations like the U.K. where only 27% of travelers preferred to vacation in their home nation for their last trip. When succumbing to the urge to go abroad, U.S. travelers said they preferred to vacation in Latin America (16%) and Europe (13%), among other top popular destinations.
The findings come from TripAdvisor’s latest TripBarometer1 2016 study, which highlights key factors influencing travelers’ behavior when researching, planning and booking a trip. The study has also identified six traveler types and four booking patterns, as well as providing insight into gender, age and income demographics. Conducted on behalf of TripAdvisor by independent research firm Ipsos, the TripBarometer analyzes more than 36,000 global survey responses from travelers. The report offers a unique and detailed view into the modern and complex travel ecosystem, revealing country-level and global travel trends.
“TripAdvisor’s annual TripBarometer study always aims to provide the global tourism industry and marketing professionals with insights to better understand the motivations of the international traveler,” said Barbara Messing, chief marketing officer, TripAdvisor. “This year’s report sheds new light into traveler types and what motivates their booking decisions.”
Profile of the American Traveler:
U.S. travelers are jetsetters, as 33% have gone on at least 5 trips in the last year (minimum of two nights), compared to 9% of German and 13% of Canadian travelers. While they tend to stay in the country, they travel a lot.
U.S. travelers’ top preferences and behaviors:
Key Global Findings: How Travelers Plan and Book their Trips
The Travel Planning Timeline:
Travel Research Differences by Age and Gender:
Top Global Booking Trends Revealed:
Revealing Travel Types:
For the first time, the TripBarometer study has also identified six new traveler types based on travel motivations and behaviors, which include:
“This is the first time we have worked with TripAdvisor to identify six traveler types that go beyond demographics to differentiate travelers. In an age where personalization of service and anticipation of needs differentiates brands, this research sheds light on travelers’ needs and motivations. It allows travel providers to deliver experiences that speak to consumer needs, whether this is empowering families looking for the best deal, allowing social travelers to replay experiences during and after travel or supporting the researchers as they strive to create the perfect travel experience,” said Stephen Yap, head of customer research at Ipsos.
¹Methodology: The TripBarometer study, by TripAdvisor, is based upon an online survey conducted from June 21 to July 8, 2016, conducted by Ipsos, a global research firm. A total of 36,444 interviews were completed in 33 markets, spanning 7 regions. The sample is made up of TripAdvisor website users and Ipsos online panelists who chose to take part in the survey and have researched their travel plans online in the last year. The survey data is weighted to represent the known profile of the global online population, to keep in line with previous waves of TripBarometer.
For additional information about TripBarometer, please visit www.tripadvisor.com/tripbarometer and download the global report.
About TripAdvisor
TripAdvisor® is the world's largest travel site**, enabling travelers to unleash the potential of every trip. TripAdvisor offers advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools that check hundreds of websites to find the best hotel prices. TripAdvisor branded sites make up the largest travel community in the world, reaching 390 million average monthly unique visitors, and reached 435 million reviews and opinions covering 6.8 million accommodations, restaurants and attractions. The sites operate in 49 markets worldwide. TripAdvisor: Know better. Book better. Go better.
TripAdvisor, Inc. (NASDAQ:TRIP), through its subsidiaries, manages and operates websites under 24 other travel media brands:
www.airfarewatchdog.com, www.bookingbuddy.com, www.citymaps.com, www.cruisecritic.com, www.familyvacationcritic.com, www.flipkey.com, www.thefork.com (including www.lafourchette.com, www.eltenedor.com, www.iens.nl, www.besttables.com and www.dimmi.com.au), www.gateguru.com, www.holidaylettings.co.uk, www.holidaywatchdog.com, www.housetrip.com, www.independenttraveler.com, www.jetsetter.com, www.niumba.com, www.onetime.com, www.oyster.com, www.seatguru.com, www.smartertravel.com, www.tingo.com, www.travelpod.com, www.tripbod.com, www.vacationhomerentals.com, www.viator.com, and www.virtualtourist.com.
*Source: TripAdvisor log files, average monthly unique visitors, Q3 2016
**Source: comScore Media Metrix for TripAdvisor Sites, worldwide, July 2016