georgedukelegacyproject.org

travellers road to decision wealthy ins

January 2014

The 2013 Traveler's Road

to Decision: Affluent

Insights

thinkinsights

WHAT

THAT WHICH WE

WE IDENTIFIED

FOUND

Affluent travelers depend on digital to get travel inspiration

as well as research and reserving.

Affluents shop around for travel, and fifty percent anticipate research more within the next year.

Affluent travelers maneuver across devices for all types of travel and leisure activities, coming from research to booking and check-in.

On the net travel video usage can be increasing amongst affluents.

Affluents are elevating their registration in dedication programs, which impacts their particular likelihood to book.

google. com/think

a couple of

Affluent travellers rely on digital for travel around inspiration,

exploration and comparison shopping.

ATTITUDES ABOUT VACATIONS OVER THE FOLLOWING YEAR

70%

I generally begin

exploring online before I

make a decision where or how I desire

to travel.

59%

Search engines will probably be my

first sources for travel

tips and details.

Source: Ipsos MediaCT, Google Travel Analyze, May to June 2013. Base: Affluent cut, N=1532

Q21: Here are a few (more) statements that may or may not describe the attitudes and opinions associated with travel. Make sure you indicate just how much you acknowledge or don't agree with each statement; Q23: Using the level below, you should indicate simply how much you concur or disagree with each of the following assertions about touring for personal/ leisure uses in the next yr. (Select A SINGLE for each statement).

52%

We plan to use more

period shopping around/

researching before booking

travel and leisure because finding value

pertaining to my funds is important

to my opinion.

google. com/think

3

Affluents continue to comparison shop for all

pieces of travel, especially for hotels.

PERCENTAGE OF THOSE WHO HAVE ALWAYS/FREQUENTLY SHOP AROUND

84%

82%

80%

78%

76%

74%

Airline

Hotel

Car Rental

72%

70%

68%

Source: Ipsos MediaCT, Google Travel Examine, May to June 2013. (Q23/Q26) Using the scale listed below, please show how much you agree or perhaps disagree with each of the following statements about traveling pertaining to [personal/ leisure/business] purposes within the next year. (Select ONE for every statement. ) Air quotas: 2013 N=316; 2012 N=383; 2011 N=823

Hotel quotas: 2013 N=310; 2012 N=379; 2011 N=804

Car quotas: 2013 N=322; 2012 N=390; 2011 N=852

google. com/think

4

Affluents are flying coach more often than in the past.

TYPE OF SEAT PURCHASED

90%

80 percent

70%

60 per cent

50%

First Class

40%

thirty percent

Business

Class

20%

Instructor

10%

0%

2013

2012

Source: Ipsos MediaCT, Yahoo Travel Research (Waves a few, 4 and 5), April to May 2011, The spring to May 2012 and May to Summer 2013. Bottom: Airline Quota

QA6: When flying for personal or leisure/business reasons, kind of of seats do you typically purchase? (Select ONE). Notice indicates a significant difference from equivalent group with the 95% confidence level. Only significant differences from 2013 are mentioned.

2011

google. com/think

five

While affluents continue to prioritize upscale accommodations,

boutique and vacation rental interest is growing.

FORM OF LODGING INSTITUTIONS TYPICALLY REMAINED IN BY SIMPLY AFFLUENTS 60 per cent

50%

40%

2011

30%

2012

20%

2013

10%

0%

High end hotel

Mid-scale hotel

Luxurious hotel

Boutique hotel

Local rental house as well as

Vacation home

Source: Ipsos MediaCT, Yahoo Travel Study (Waves three or more, 4 and 5), Apr to May possibly 2011, Apr to May well 2012 and May to Summer 2013. Basic: Lodging Subgroup; 2013 N-310, 2012 N=379, 2011 N=804

QH4: When traveling for personal/business reasons, in which of the pursuing types of lodging companies do you commonly stay? (Select ONE. )

Economy motel

google. com/think

6

New trend: almost half of affluents consider fewer

traditional methods of lodging and transportation.

48%

plan to research or make use of peer-to-peer sharing alternatives

to traditional resorts or car rental services, just like Airbnb or Zipcar, while traveling for business within the next year.

Origin: Ipsos MediaCT, Google Travel and leisure Study, May well to 06 2013. Bottom: Business Subspecies

Q26:...

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