The Drive Market

The Drive Market

Consumer Profile, Behaviors,
Motivators & Economic Impact

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 Thank you to our sponsors and Project 85 Think Tank Members
Sponsors
Lead

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Copyright © 2011 by Mandala Research and Solutionz Holdings LLC.

All rights reserved. This report is for use within the purchaser’s own organization only. Data or information may not be
reproduced or communicated by any means to other people, organizations, or to the media without prior permission from
Mandala Research or Solutionz.

The Consumer Drive Market Research was conducted by Mandala Research, LLC:

Regina Binder Laura Mandala Xiangpong Gao

Director of Research Managing Director Texas A&M University

For more information, see http://www.mandalaresearch.com.

Solutionz collaborated on the development of the final report:

Chicke Fitzgerald
CEO

For more information, see http://www.solutionz.com.

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Table of Contents

5 Research Objectives

6 Methodology

9 Key Findings

11 Executive Summary

16 Demographics

23 Purpose of Trip and Modes of Transport

35 Planning and Booking the Trip

43 W here, How Far and W ith W hom

51 Accommodations

63 Activities

71 Future Plans, Influences and Likelihoods

82 Sources of Information

99 Devices Owned and Used

104 Psychographics

111 Project 85 Think Tank

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Research Objectives

This research was conducted by Mandala Research in partnership with Solutionz, to serve as a
benchmark in identifying, profiling and segmenting Drive Market Leisure Travelers.

Research Objectives:

• Understand how drive market travelers think about travel: how they define it
and how they define themselves as travelers.

• Identify the range of drive market traveler “types” through segmentation.

• Understand the behaviors of the drive market leisure traveler.

• Learn what is important to drive market travelers and their attitudes toward travel.

• Quantify the economic impact of the drive market leisure traveler.

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Research Methodology

This study was conducted among 1,500 drive market travelers in the United States in January, 2011. The
data was collected online using Mandala Research’s Travel Answer domestic leisure travel panel, hosted
by Conduit Systems.

• To qualify for the survey, we used the industry definition of a leisure traveler: Respondents must have
taken at least one trip in the past 12 months for pleasure, vacation or personal purposes within the
United States that was 50+ miles away from home one-way OR spent at least one night away from
home (referred to as overnight” in this report), AND have shared or have sole responsibility for travel
planning.” In order to capture the drive market, we have added to that definition: “and have driven all
or part of the trip.”

• The sample for the survey was balanced on the outgo by age, gender, geographical region, race and
ethnicity according to the latest population parameters reported by the U.S. Census Bureau, while
simultaneously being adjusted for known response rates among these demographics within the online
panel. The advantage of this methodological approach is that the incidence of leisure traveler can be
extrapolated from each demographic segment versus only the population as a whole. For the
purposes of this report, the data was weighted to a sample of 1,000 travelers to represent the age
distribution of the U.S. population.

• Reported results may not equal 100% due to rounding and exclusion of “Don’t Know/Rather Not Say”
response options.

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Research Methodology

In survey research, the entire population is typically not interviewed; rather a sample of the population is
polled. As a result, the data are subject to sampling error. The maximum sampling error of the data for the
weighted sample of 1,000 interviews is +/- 3.03 percentage points at the 95% level of confidence. However,
the sampling error will vary as subgroups of differing sample sizes are examined throughout this report.
Sampling errors are shown below for the total sample.

Sampling Error

Total Sample If the percentage found is around: 50% 40% or 60% 30% or 70% 20% or 80% 10% or 90% 1% or 99%

Then the sampling error in

N=1000 percentage points would be +/-: 3.03 2.97 2.77 2.42 1.82 0.6

For example, if a question asked among the total sample yielded a response with a percentage of 99%, then
we can be sure 95 out of 100 times that the true percentage point in the population would lie between 98.4%
and 99.6% (99% equals +/- .6 percentage points).

Throughout this report, statistically significant differences that are reported (in red lettering) are significant at
the 95% confidence interval. Subgroups for statistical significance were: Generations, Over/Under 50 years
old, and Mode of Transportation for the “car-only” segment.

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Definitions and Sizes of Population Sampled

The following traveler groups are featured in the report. In addition to the standard generational
groups, this report calls out the 50+ population and the Car Only population separately.

Of the weighted sample (n=1,000), population sizes are:

Segment Age Range Population Size

Gen Y under age 29 n=192

Gen X 29 to 44 n=304

Boomers 45 to 64 n=333

Silent/GI over 64 n=166

50+ over 50 n=397

Travelers who say their own car was the

Car Only primary mode of transportation used during n=483
their most recent leisure trip (See page 26)

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Key Findings

Given the travel volume and frequency by American travelers using automobiles (82% took 1-5 leisure
trips in the past year) marketers have multiple opportunities for impact and benefit from this sizable and
lucrative segment ($1,144 is the average spend per trip, with a total economic impact of $148 billion).

These include:
Income Higher income travelers take more trips, on average. This is not surprising, as higher
income generally equates to more disposable time and income.
Impulse Among drive market travelers, nearly four in ten (38%) plan the transportation for trips within a week
of departure and 49% plan within two weeks or less. Three out of five (59%) say they are likely to
take an unplanned trip. Auto travelers make decisions and plan their trips in shorter time frames
than the general leisure market; 66% indicate a 20% discount on lodging would impact decisions on
a last minute trip.

Overall, 54% of drive travelers stay in a hotel or motel with nearly a quarter (24%) planning
their accommodation within a week (0-6 days) of their trip.
Outlook While rising gas prices and the recession are major factors impacting their travel decisions, auto
travelers are only slightly more optimistic about future trips than the general leisure market.

Overall, 82% of auto travelers indicate they will take a leisure trip in the next 12 months.
Party Most trips involve multiple party members; 54% of respondents travel with their spouse or significant
Composition other, 22% with other family members and 19% with children under 18 years old. Sixteen percent of
auto travelers travel alone, about the same as that of general leisure travelers (20%).

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Key Findings (continued)

Self Directed A majority (71%) did not use services provided by a traditional travel agent and those who did (16%)
relied on the travel agent for booking lodging. This is not surprising, since travel agents do not
generally have the tools to support this type of travel planning.
Motivations Auto travelers primarily seek rest and relaxation (92%), lasting memories (89%), enriching
relationships with spouse/partner/children (83%), trying new experiences (82%), getting outdoors
and exploring nature (74%), stimulating the mind or intellectual challenges (72%), learning more
about history and local culture (72%). All these are marketable activities for destinations and travel
suppliers.
Planning Source Auto travelers rely on destination websites about the same (63%) as general leisure travelers (60%).
Nearly all auto travelers (97%) use a computer in planning their trips, relying on destination
websites, conducting general internet searches and using third party internet sites.

Comprehensive area information on destination websites and local search marketing for restaurants,
hotels and attractions help capture business because of compressed planning periods and the
propensity of auto travelers to make final arrangements once they reach their destination.
Most Popular Much like for the general leisure market, Florida and California are the most popular states for auto
Destination travelers. The South ranks as the most popular region for auto travelers (64%), while among
general leisure travelers, the South (39%) ranks slightly ahead of the West (33%).

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Executive Summary

“If all the cars in the United States were placed end to end,
it would probably be Labor Day Weekend.”
Doug Larson—
Author, Newspaper Columnist, Humorist and Cartoonist

With 82% of the U.S. population taking 1-5 leisure trips during the past 12 months, the desire to “get away” by all
age groups is almost an American birth right. And, for 84% of those travelers (slightly higher among Boomers and the
Silent Generations, 88%), the personal car is the most frequently used mode of transportation, nearly twice as popular
as air travel combined with the use of a car (45% overall). This is typically referred to as fly/drive.

NOTE: In addition to car as the preferred method of travel, this report separates out the “car only” data, which
specifically relates to those who did not use any other form of transportation on the trip(s) being discussed.

Vacation and visiting relatives were the two primary reasons for taking leisure trips in the past 12 months. Nearly half
(48%) took a vacation while 41% visited relatives. Weekend getaways (27%), visiting friends (22%) and weekday
getaways (15%) made up the top five reasons for a trip. Generation Y (17%) showed the greatest participation in
weekday getaways.

When selecting one reason for their most recent trip, vacation and visiting relatives tied at 23% each, nearly twice as
many as for weekend getaway (12%).

Higher income travelers (making $100,000 or more), typically cited vacation as the primary reason for their last trip while
those earning less than $50,000 more likely to have visited relatives.

Half of those surveyed expressed interest in taking a cruise vacation within the next three years with greatest interest
among Generation X (59%) and Generation Y (58%).

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Executive Summary (continued)

Economics & Leisure Travel Decisions

Economic conditions had the single most negative impact on taking a leisure trip in both 2008 and 2009. By 2011, almost
three-fifths of drive market travelers (58%) cited gas prices as negatively impacting their decision. Other negative influences
included lack of disposable income (47%) and for Generation Y, 40% were “too busy to get away.”

Distance & Motivation

The median mileage for auto travelers on their most recent trip is 300 miles with Boomers (311 miles) and the Silent
Generation (345 miles) logging the most distance. Generation Y (244 miles) and Generation X (267 miles) preferred slightly
shorter trips. Nearly four in five (78%) prefer driving even when other modes of transportation are available.

The primary reasons for driving focus on convenience and expenses – the ability to “stop where I like” (78%), and to set one’s
own schedule (76%). The flexibility and ability of bringing additional luggage and “more stuff” rated third (63%), followed by
auto travel being more cost effective (60%). More than half (53%) cited “more comfort” as the primary reason.

The most important activities sought on a leisure trip include relaxing and relieving stress (92%), creating lasting memories
(89%), enriching the relationship with a spouse, partner or children (83%) and trying a new experience (82%).

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Executive Summary (continued)

Planning & Booking

Online planning is the preferred method of gathering information, with 63% of all travelers going directly to the website of their
planned destination. This is consistent among all generations. Conducting general internet searches using Google, Yahoo or
similar is cited by 55%, ahead of recommendations from family, friends or word of mouth (51%).

Other key sources of information include third party travel sites (43%), requested brochures and information (30%) and online
portals (26%). Ideas from the media, television and movies (23%), travel magazines (22%), published reviews (19%) and
newspaper travel sections (18%) also play a role.

The majority (71%) did not consult a travel agency for their most recent trip. Those using a travel agency (16%) typically did
so to arrange accommodations. Boomers, Generation X and Generation Y were more inclined to use an online travel agency
or hotel website.

More than three-fifths (61%) share responsibility with someone else when planning the trip. Nearly four in ten (38%) plan their
transportation within six days or less of departure, with 24% planning lodging during that time period. About half (49%) pla n
their transportation two weeks or less. Tickets for events and activities were varied, with 21% planning within six days.

Three out of five (59%) say they are likely to take an unplanned leisure trip, with a minor variation among age groups. Further,
a slightly higher percentage are likely to take a vacation of 7 days or longer, with only slight variation among age groups.

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Executive Summary (continued)

Travel Party
More than half of drive travelers (54%) traveled with a spouse on their most recent trip, 22% traveled with other family
members and 19% traveled with children under 18 years old. While 33% of those under 50 traveled as a couple, 57% of
those 50 years and older traveled together. The typical length of a leisure trip included three overnight stays, 54% of whic h
were at a hotel, motel or resort; an additional 38% stayed with family or friends.

Most Popular Destinations

Consistent with all leisure travelers, California and Florida are visited by the greatest number of travelers, with each havi ng
12% of the population visiting these states on their most recent trip. New York also ranks high among these travelers (8%),
followed by Texas, Pennsylvania, North Carolina and Virginia (6% each). The South ranks highest among regions, with 64%
of the drive market driving to a destination in this region. Nearly 70% of auto travelers visit urban areas (cities with
populations exceeding 100,000). While no city attracted more than 5% of these travelers, Orlando is the most visited at 5%.
Los Angeles, Las Vegas and New York City each had 4% of travelers visiting on their most recent trip.

Lodging
Drive market travelers use hotels across all lodging tiers, from economy all the way to luxury brands, with a large proportion
using quality tier brands. Only Comfort Inn (13%) and Best Western (13%) are used more often among hotel brands than
independent hotels (10%). The Silent Generation and Generation Y stay at Comfort Inn more than the other generations. Of
the top tier brands, Marriott is the most popular.

More than 70% see the value of a hotel loyalty program as influencing their lodging decision. Over half (52%) are members
of at least one loyalty program and 46% consider themselves active in at least one. Generation Y offers the greatest
potential for these programs, as most see the value of membership yet less than half are members.

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Executive Summary (continued)

Activities & Interests

Scenic driving (23%) and fine dining (21%) are the most popular activities enjoyed at the final destination. Unlike older
generations, Generation Y is more inclined to shop on the way to their destination. Other popular activities include attending
sporting events, participating in local culture or history tours, visiting living history museums and visiting history
centers/museums (each 8%).
Spending
Generation Y spent the least on their most recent leisure trip (an average of $879) while Generation X spent the most
(average $1,531). Over three-fifths, 62% of all travelers, spent $250 or less on shopping while 19% did not spend money
shopping. Boomers spent the most on shopping, averaging $505.
The availability of discounts, specifically a 20% lodging discount, is noted as having an impact on 66% of travelers in
making a last minute leisure trip. The impact of a 10% lodging discount is significantly less, with 40% saying it would have
an impact. Generation Y responded most favorably to discounts—77% say a 20% discount would have an impact and 59%
respond positively to the influence of a 10% discount.

Communications & Technology

Sixty-two percent have a mobile phone, with 43% using it on their leisure trip. More than one third (38%) have a portable
navigation device or GPS system. Thirty-five percent have smart phones – with the greatest ownership among Gen X and
Gen Y.
More than half of those surveyed have used social networking sites for two years or more, 68% of Gen Y, 61% of Gen X,
41% of Boomers and 35% of those 64+. Fifty-two percent have used social media sites for between 6 months and 2 years.
Facebook is also visited by more than half (54%) of the travelers surveyed. Predictably, the disparity among generations is
quite high, with 70% of Gen Y regularly visiting Facebook, compared to 60% of Gen X, 49% of Boomers and 35% of those
64+.

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The Drive Market

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Demographics
Demographics – Marital Status and Ethnicity

Marital Status Total 50+ Car Only Gen Y Gen X Boomers Silent

Married 57% 69% 62% 24% 59% 66% 71%

Single, never married 23% 6% 17% 61% 24% 10% 3%
Divorced/Separated 9% 14% 10% 2% 7% 14% 12%
Living with significant other 8% 5% 7% 12% 8% 7% 3%
Widowed 3% 6% 3% 1% 1% 3% 11%
Don't know/Rather not say 1% 0% 0% 1% 1% 0% 1%

Q = Which of the following best describes your marital status?

Base Respondents n = 1000

Q = Are you of Hispanic or Spanish

Descent? Base Respondents n = 1000

Q = Are you white, black, Asian, Native American, or something else? .

Base Respondents n = 1000

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Demographics – Gender and Age

Q = What is Your Gender?

Base Respondents n = 1000 Q = What is your Age?
Base Respondents n=1000

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Demographics – Employment and Community

Q = What is your current employment status? Please choose the Q = And finally, which community do you identify yourself with?
one answer that describes you best. Base Respondents n = 1000
Base Respondents n = 1000

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Demographics - Household Income

Median Household Income $50,548

Gen Y Gen X 29- Boomers

Total Car only Under 29 44 45-64 Silent 64+ 50+

Less than $25,000 16% 10% 30% 14% 10% 15% 11%

$25,000 to less than $50,000 23% 25% 15% 22% 25% 32% 29%

$50,000 to less than $75,000 21% 24% 11% 23% 25% 19% 22%

$75,000 to less than $100,000 16% 15% 8% 18% 17% 17% 17%

$100,000 to less than $125,000 11% 12% 3% 11% 15% 10% 12%

$125,000 or more 6% 4% 5% 5% 7% 7% 8%

Don't know/Rather not say 8% 7% 28% 8% 1% 1% 1%

Income based on tax year, 2009.

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 Demographics - Income and Travel
Average and Median Number of
Leisure Trips by Income
Higher income travelers take more trips, on average. Travelers
7 with household incomes $50,000 or more take an average of 4.9
6 trips annually, versus 3.27 trips for travelers with household
5 incomes than $50,000.
4
3
2
1
0
Total < $25K $25k to $30k to $40k to $50k to $100k+
<$30k $40k <$50k <$100k
Average and Median Number of Business Trips by
Average number of Leisure Trips Income
Median number of Leisure Trips 14
12
10
8
The average (mean) number of business trips taken annually by
6
drive market travelers is 5.6. Among travelers with household
4
incomes under $50,000, the average number of business trips
2
taken is 5.2 per year. The average for travelers with incomes
0
$100,000 or more is 5.1. Total < $25K $25k to $30k to $40k to $50k to $100k+
<$30k $40k <$50k <$100k

Average number of Business or convention purposes

Median number of Business or convention purposes
Now, thinking of all the trips you have taken away from
home of at least 50 miles one-way OR where you spent at
least 1 overnight in the past 12 months,
approximately how many of these trips were for each of
the purposes listed below?
Statement- Leisure (pleasure, vacation, or personal 21
purposes) within the U.S.
Demographics - Geography

Q = Which of the following States do you reside in? 22

Base Respondents n = 1000
The Drive Market

Purpose of Trip & Modes of Transport

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Purpose of Trip
• About half (52%) of the total population took 3 or more
leisure trips in the past 12 months. Despite the economic Combined
Business or International
downturn, one-fifth of the population (17%), took 6+ Purpose Leisure Business &
Convention Travel
leisure trips in the last 12 months. of Trips Leisure

0 1% 72% 81% 80%

• A significant percentage of Gen Xers (26%) have taken 2
leisure trips in the last 12 months. Overall, 22% of drive
market travelers have taken 2 leisure trips. 1 25% 12% 8% 13%

• Silent Generation (24%) and over 50 (21%) travelers are 2 22% 6% 4% 3%

significantly more likely to take 5 or more trips than other
generations. 3 16% 3% 2% 1%

• Twenty-eight percent took a business trip in the last 12

4 11% 2% 1% 1%
months, with 19% combining business travel with leisure.
Those over 45 are significantly less likely to travel for
business. 5 8% 1% 1% 1%

• Twenty percent of the overall population took an 6+ 17% 5% 3% 1%

international trip for business or pleasure. The
percentage of Gen Y taking an international trip is
significantly higher than for the average drive
traveler (29%).

• Gen Y and Gen X are more likely than Boomers and the Silent Generation to take all types of trips mentioned in the
survey. They are also more likely than the older generations to combine business travel with leisure.

Q = Now, thinking of all the trips you have taken away from home
of at least 50 miles one-way OR where you spent at least 1
overnight in the past 12 months, approximately how many of
these trips were for each of the purposes listed below? 24
Base Respondents n = 1000
Reasons for Taking Leisure Trip

Reason for Taking Leisure Trip Total 50+ Car Only Gen Y Gen X Boomers Silent • Vacation and visiting relatives
are the two primary reasons for
Vacation 48% 43% 45% 51% 51% 45% 42%
taking leisure trips in the past
Visiting relatives 41% 46% 43% 33% 43% 40% 51%
12 months. Almost half (48%)
Weekend getaway 27% 23% 29% 31% 30% 25% 19%
of the total population took a
Visiting friends 22% 22% 22% 26% 21% 21% 22%
vacation while 41% visited
Weekday getaway 15% 13% 14% 17% 14% 15% 11%
relatives. This is typical of the
Romantic getaway 13% 8% 12% 20% 15% 11% 6%
population by generation as
Family Reunion 13% 13% 12% 17% 11% 13% 13%
well.
Wedding 12% 9% 10% 19% 11% 10% 8%
Other Family related event 10% 10% 9% 11% 9% 9% 11%
• Gen X and Gen Y travelers are
Cultural event 9% 7% 7% 13% 10% 7% 5%
Pursuing a hobby or passion 8% 9% 8% 10% 7% 8% 9%
more apt to cite vacation as the
Family/friend death 8% 10% 8% 12% 4% 9% 10% reason for taking a leisure trip in
Girlfriend getaway 8% 5% 5% 13% 8% 7% 2% the past year than the Silent
Family/friend illness 8% 9% 6% 10% 4% 10% 7% Generation.
Professional sporting event 7% 5% 5% 10% 7% 7% 4%
Getaway with the guys 5% 3% 4% 6% 7% 3% 3% • Visiting friends and relatives is a
Church/religious group outing/trip 5% 4% 5% 7% 4% 4% 4% more frequently cited reason for
Graduation 4% 5% 3% 6% 3% 4% 6% taking a leisure trip among Gen
Amateur sports event 4% 3% 3% 6% 4% 4% 2% X and the Silent Generation
High School/School reunion 4% 5% 3% 5% 2% 3% 6% compared to the other two
Other life events 3% 3% 2% 3% 3% 4% 3% generations. Women are more
Care giving for sick or elderly 3% 3% 2% 4% 3% 3% 2% likely to cite this reason than
Sorority/Fraternity/Masonic event 2% 1% 1% 5% 1% 1% 1% men.
Other 6% 8% 7% 2% 7% 6% 11%

Q = What were the reasons for taking the leisure trips you have
taken in the past 12 months? Again, a leisure trip is a trip taken
for pleasure, vacation or personal purposes within the United
States that was 50+ miles away from home one-way OR where
you spent at least one overnight, and where you drove for all or
part of the trip? Please select all that apply. 25
Base Respondents n = 1000
Primary Purpose of Your Last Trip

Primary Purpose of Trip Total 50+ Car Only Gen Y Gen X Boomers Silent
Visiting Relatives 23% 29% 27% 14% 23% 26% 30%
• When travelers were asked to Vacation 23% 17% 17% 28% 29% 16% 18%
select only one reason for their Weekend Getaway 12% 7% 15% 16% 14% 10% 5%
LAST trip, vacation and visiting Visiting Friends 6% 6% 5% 8% 5% 6% 7%
relatives were tied (23%). Other Family Related Event 4% 6% 5% 3% 3% 5% 6%
Romantic Getaway 4% 2% 4% 4% 5% 4% 1%
• Individuals earning more than Family Reunion 4% 4% 3% 6% 1% 5% 3%
$100,000 annually more Wedding 3% 2% 2% 4% 3% 3% 1%
typically cited vacation as the Weekday Getaway 2% 3% 2% 1% 2% 2% 3%
primary reason for their trip. Professional Sporting Event 2% 1% 1% 2% 2% 2% 1%
Those earning less than Family/Friend Death 2% 3% 2% 1% - 3% 2%
$50,000 a year are more likely Girlfriend Getaway 2% 2% 1% 2% 1% 3% -
to report visiting relatives. Cultural Event Or Festival 2% 2% 2% 1% 1% 2% 2%
Family/Friend Illness 1% 2% 1% 1% 1% 2% 2%
• Twenty-seven percent of those Pursuing A Hobby Or Passion 1% 2% 2% 1% - 2% 3%
under 50 cited vacation as the Church/Religious Outing 1% 1% 1% 2% - 1% 2%
primary reason for their last Amateur Sports Event 1% 1% 1% - 2% 1% -
leisure trip, compared to 17% for Graduation 1% 1% 1% - 1% 1% 1%
those 50+. Conversely, 29% of Other Life Events 1% 1% 1% 1% 1% 1% -
those 50+ say their last trip was High School/School Reunion 1% 1% - 1% - - 2%
to visit relatives versus 20% for Other 5% 6% 6% 3% 4% 5% 7%
those under 50.
• 15% of those under 50 say the primary reason for their last trip is a weekend
getaway, 7% for those 50+ and 12% for the total population surveyed.

Q = And what was the primary purpose of the last trip you
took for leisure in the past 12 months that was 50 miles or
more away from home OR had an overnight stay, and where
you drove for all or part of the trip? Please select only 26
one.
Base respondents n = 1000
All Modes of Transport

Mode of Transport Total 50+ Car Only Gen Y Gen X Boomers Silent • Modes of transport for leisure
Automobile (own) 84% 88% 97% 75% 83% 88% 88% trips are fairly consistent
Airplane 45% 41% 32% 49% 50% 42% 39% across age groups.
Rental car 26% 24% 13% 29% 30% 22% 24% A traveler’s own automobile
Bus 10% 5% 6% 21% 11% 5% 5% (84%) is by far the most
Train 10% 7% 4% 17% 9% 7% 6% popular mode of transport,
Recreational Vehicle 7% 5% 3% 14% 6% 5% 4% followed by airplane (45%)
Ship 7% 8% 5% 8% 6% 6% 10%
and rental car (26%).
Motorcycle 3% 2% 2% 5% 3% 2% 1% • Younger generations (Gen X
Other 3% 3% 2% 3% 2% 3% 4% and Gen Y) are more likely to
Q = Now, thinking of all the trips for leisure you have taken away from home of at least 50 miles one-way OR where you spent at
report having traveled by
least 1 overnight in the past 12 months please indicate all modes of transportation you have used on those trips. airplane on a leisure trip than
Base Respondents n = 1000
the older generations (Silent
and Boomer).

• Gen Y are much less likely to

have traveled on a leisure trip
via their own automobiles than
any of the three older
generations.

Q = Now, thinking of all the trips for leisure you have taken away
from home of at least 50 miles one-way OR where you spent at
least 1 overnight in the past 12 months please indicate all modes
of transportation you have used on those trips. 27
Base Respondents n = 1000
Primary Mode of Transport

• When selecting their primary mode Mode of Transport Total 50+ Car Only Gen Y Gen X Boomers Silent
of transport for getting to their Automobile (own) 68% 74% 100% 58% 65% 74% 76%
destination on their last trip, 68% of Airplane 21% 18% - 24% 24% 17% 15%
the total population used their own Rental car 6% 3% - 10% 7% 4% 2%
car. Air travel is a far second (21%). Bus 1% 1% - 2% 1% 1% -
Train 1% 1% - - 1% 1% 1%
• Travel by personal automobile is cited
Ship 1% 2% - 1% - 1% 2%
more frequently by the Boomer and
Silent Generation than the younger Recreational Vehicle 1% 1% - 2% 1% - 1%
generations. Gen X and Gen Y were Motorcycle - - - 1% - - -
more likely to report airplane travel Other 1% 1% - 1% - 1% 2%
than Boomers and the Silent
Generation. Gen Y also cited
“airplane” most often as their
“OTHER” mode of transportation for
their trip.

• Those with income exceeding

$100,000 were more apt than other
income groups to cite air travel as
their primary mode of transportation.

• Of those who took a cruise, 46% flew

and 54% drove to the port. Those
50+ were more likely to drive (61%)
while those under 50 were more likely Q = Did you fly or drive to the Port where
you boarded the ship?
to fly (53%). Base Respondents n = 69

Q = And which of the following was your primary mode of

transportation to get to the destination of your most recent
leisure trip? Please choose only one.
Base Respondents n = 1000 28
Other Modes of Transportation

Other Mode of
Total 50+ Car Only Gen Y Gen X Boomers Silent
Transport
• Over a fifth of drive market
Automobile (own) 22% 17% - 35% 22% 19% 14%
travelers say their other mode
Rental car 16% 12% - 22% 19% 11% 12% of transport for their trip is
Airplane 6% 3% - 14% 5% 3% 2% their own vehicle. Gen Y say this
Bus 5% 2% - 12% 5% 2% 2% most often (35%).
Train 3% 2% - 5% 4% 2% 1%
Ship 2% 1% - 3% 2% 1% 2% • Gen Y also say airplane is most
Recreational Vehicle 2% 1% - 4% 1% 1% 1% often their “other” mode of
Motorcycle 1% 0% - 3% 0% 0% 1% transport on their trip.
Other 4% 4% - 3% 2% 5% 5%
None 53% 63% 100% 31% 51% 61% 67%
• More than half of drive market
travelers say they had no other
mode of transport; among
generations, Gen Y say this least.

• In the chart on the left, travelers

who responded NONE to “other
mode of transport” were removed.
Of the 470 people who did have
another mode of transport, almost
half, 47% say their own vehicle is
their “other mode of transport.”

Q = And what other mode of transportation, if any, did you use

on this trip? Please check all that apply.
Base Respondents n = 1000 29
Mode of Transport Typically Used

• Three-quarters (74%) say their own

car is their typical mode of transport
on leisure trips, followed by Mode of Transport Total 50+ Car Only Gen Y Gen X Boomers Silent
airplanes, a distant second (17%).
Automobile (own) 74% 77% 91% 67% 71% 78% 78%
• Boomers and Silent Generation
travelers mention more frequently Airplane 17% 15% 7% 19% 20% 15% 13%
than the younger generations that
Rental car 6% 4% 1% 10% 6% 4% 4%
they most typically drive their own
automobile on leisure trips, while Train 1% 1% - 1% 1% - 1%
airplanes are more typical of the
younger generations. RV/Camper 1% 2% 1% 1% - 1% 2%

• For the most part, it is more typical Bus 1% - - 2% 1% - -

of those earning less than $100,000
annually to drive their own cars. Ship - 1% - 1% - - 1%

Motorcycle - - - - - - -
• Among those earning $50,000 or
more per year, airline travel is more Other - 1% 1% - - 1% 1%
typical.

• Women typically report having

driven their own vehicles, while men
tend to fly.

Q = What mode of transportation do you most

typically use for your leisure trips?
30
Base Respondents n = 1000
Driving When Other Modes Are Available

Driving When Other Modes Available

• The vast majority of drive travelers surveyed (78%) say they

drive even when other transportation is available (80% of those
50+ and 77% of those under 50 prefer to drive).
22%
Yes No • Overall, 22% do not choose to drive when other modes of
transportation are available (20% of those 50+ and 23% under
50).

78%

Q = Do you choose to drive when other modes of transport

are available?
Base Respondents n = 1000
Q = What is the reason you choose to drive? 31
Base Respondents n=781
 Why They Choose to Drive
Reason for Driving Total Gen Y Gen X Boomers Silent

I can stop where I like 78% 75% 77% 78% 84%

I like that I can determine my schedule 76% 69% 73% 77% 85%

It enables me to bring more things along on the trip 63% 50% 61% 68% 73%

Its more cost effective 60% 53% 63% 60% 60%

It is more comfortable 53% 54% 49% 54% 59%

I like the privacy 44% 49% 43% 44% 41%

It gives me time to think 25% 35% 25% 25% 16%

Other 9% 6% 6% 12% 12%

• Three-quarters of those who choose to drive when other modes of

transport are available say this is because they like that they can Reasons for Driving Total 50+ Car Only
stop where they like (78%) and can determine their own schedules
(76%). These are especially important factors among those 50+. I can stop where I like 78% 81% 79%

• Sixty-three percent overall – and 71% of the 50+ group – say they I like that I can determine my schedule 76% 81% 79%
choose drive because it enables them to bring more stuff,
significantly higher than the total population surveyed; 60% say it’s It enables me to bring more things along on the trip 63% 71% 66%
more cost effective.
Its more cost effective 60% 61% 65%
• Being more comfortable is the reason given by more than half
It is more comfortable 53% 57% 55%
(53%) of all drive market travelers surveyed.
I like the privacy 44% 44% 45%
• Over half believe it is more cost effective and more comfortable
while 40% of all travelers say they like the privacy that comes with It gives me time to think 25% 23% 21%
driving. A quarter of all travelers say driving gives them time to
think; this reason is statistically significant for Gen Y (35%). Other 9% 13% 10%

Q = What is your reason for driving? 32

Base Respondents n = 781
Rental Cars

Rent a Car for Leisure Travel Total 50+ Car Only

Never 45% 49% 58% • While 45% of these travelers never use a rental car
instead of their own vehicle for a leisure trip, 15% use
Less than half of my trips 36% 38% 36% a rental car for half or more of their leisure trips; 36%
use a rental car for less than half their trips.
About half of my trips 10% 7% 4%

More than half of my trips 5% 3% 1%

All my trips 3% 3% -

Q = How often do you rent a car for leisure travel,

rather than use your own vehicle?
33
Base Respondents n = 1000
Why They Sometimes Rent a Car

• Among the reasons for using a

rental car on a leisure trip, 66% of
the population who sometimes
use a car that is not their own say Reason for Car Rental Total 50+ Car Only Gen Y Gen X Boomers Silent
they rent a car when they fly to I flew to my destination and needed
to rent a car while I was there 66% 78% 74% 53% 61% 73% 84%
their destination and need a rental
Want to prevent wear and tear on
car when they arrive to use at their my own vehicle 35% 29% 30% 36% 42% 34% 22%
destination. (In addition, 9% who
rent a car at their destination took Need more seating space 18% 14% 12% 24% 17% 18% 7%
a train.) Need more luggage space 14% 10% 8% 22% 15% 11% 8%
Want to try a different brand of
• Thirty-five percent of all vehicle 13% 11% 9% 17% 12% 13% 9%
respondents say the reason they Traveling with friends 13% 7% 6% 24% 14% 8% 6%
sometimes rent a car is to prevent
wear and tear on their own vehicle, Traveling with extended family 11% 11% 8% 13% 9% 12% 8%
including 42% of Gen X. I took the train to my destination and
needed to rent a car while I was
there 9% 8% 5% 13% 9% 6% 8%
• One-fifth (18%) rent cars because
they need more seats, with only Other 3% 6% 4% - 2% 5% 5%
7% of those 64+ agreeing.
• More luggage space is the reason 14% of travelers surveyed use a rental car,
while 13% say it is that they want to try a different brand.

• Traveling with friends (13%) or extended family (11%) are reasons given by at
least one in ten.

Q = Please explain why you SOMETIMES rent a car for your

trips rather than use a personal or family vehicle?
34
Base Respondents n = 546
The Drive Market

Planning & Booking the Trip

35
Factors Influencing Dates of Leisure Travel

• Vacation schedules have the

greatest influence on drive market
Factors Influencing Car
Travel Dates
Total 50+
Only
Gen Y Gen X Boomers Silent travelers with almost half of the
total population surveyed saying
Vacation schedule 49% 38% 43% 51% 57% 51% 26% that this is most influential in their
A specific event I want to choice of travel dates.
35% 36% 38% 32% 34% 36% 38%
attend
Prices of different components • It is highest among Gen X
31% 24% 25% 35% 37% 32% 16%
of the trip respondents (57%) who also report
Family gatherings, celebrations traveling with school age children
28% 34% 32% 26% 23% 30% 36%
or events
the most. It is lowest among Silent
Weekend getaways 23% 16% 24% 27% 27% 23% 12% Generation (26%).
Friends or family visiting
nearby
17% 17% 17% 19% 11% 21% 15% • Similarly, 56% of those under 50
say that vacation schedules have
Sports events 9% 19% 17% 13% 10% 7% 5%
the greatest influence on their date
Blackout dates 5% 6% 8% 10% 5% 2% 4% selection compared to 38% of
those 50+.
Nothing, they're spontaneous 12% 19% 3% 5% 10% 13% 24%
• For more than a third of all
Other 5% 6% 6% 4% 2% 5% 9%
generations and the car only
segment, specific events dictate
24% 23% their travel dates with family
23%
gatherings and celebrations
influencing slightly more drive
market travelers over 50 than
other generations.

Q = Which of the factors below typically have the greatest

influence on the dates you choose for your leisure trips?
Base respondents n = 554 36
Responsibility for Planning

• Three-fifths (61%) share responsibility for

planning their trips.

• Forty-three percent of Gen X travelers

have sole responsibility for planning their
trips, the highest among the age groups
analyzed.

Q = Do you have sole responsibility, share responsibility or

is someone else responsible in your household for planning
your trips for leisure?
Base Respondents n = 1000 37
Planning the Elements of their Trip

Planning a Trip Transportation

Activity/Event
Lodging Others • Thirty-eight percent of all travelers surveyed say
Tickets they plan the transportation component of their trip
anywhere from the same day to up to 6 days in
Same day 13% 8% 9% 3% advance. Just under half (49%) plan their
transportation two weeks or less for their most
1-3 days 16% 9% 9% 2% recent leisure trip and 32% planned their mode of
transportation four weeks or more ahead. There is
4-6 days 9% 4% 6% 1% no significant variation among age groups
analyzed.
1-2 weeks 11% 8% 10% 1%
• In terms of tickets for events and activities on their
2-4 weeks 11% 8% 11% 1%
most recent leisure trip, planning varied among
these drive market travelers. While 21% say they
planned six days or less in advance, this type of
4-6 weeks 8% 7% 9% 1%
planning is not applicable for 37% of the overall
population surveyed. Of those under 50, 28% say
6-12 weeks 7% 5% 8% 0%
it is not applicable, compared to 51% of those 50+.
3 months to < 6
11% 8% 11% 1% • The amount of time for planning accommodations
months
also varied. Almost one-quarter (24%) say they
6 +months 6% 6% 7% 1% planned their accommodation within a week of
their trip (0-6 days). For 20% of the population
Not Applicable 7% 37% 20% 22% surveyed, planning their lodging is not applicable
(16% were under 50 and 25% for 50+).

Q = Thinking of your most recent leisure trip, how far in

advance of your departure date did you start planning
various elements of the trip below? 38
Base Respondents n = 1000
Booking the Elements of their Trip
• Booking transportation the same day received the
highest percentage of respondents (13%). Activity/Event
Booking a Trip Transportation Lodging Others
Tickets
• Twenty-three percent booked travel between the Same day 13% 9% 10% 3%
same day and 3 days. This figure jumps to 29% of 1-3 days 10% 7% 8% 1%
Gen Y and 25% of Gen X.
4-6 days 6% 5% 7% 1%
• One-quarter (26%) of those under 50 travelers book 1-2 weeks 7% 8% 9% 1%
their trans-portation within 3 days of their trip as 2-4 weeks 8% 7% 10% 0%
opposed to 19% of travelers 50+. Twenty-nine
4-6 weeks 6% 5% 9% 0%
percent of the overall population booked within a
week of their trip, including 34% under 50 and 23% 6-12 weeks 5% 4% 6% 0%
of those 50+. For 35%, booking transport is not 3 months - < 6
8% 7% 10% 1%
applicable. months
6 months or more 3% 3% 4% 0%
• Removing those for whom transportation is not Not Applicable 35% 44% 28% 25%
applicable, 45% of the population booked transport
within a week of the trip; a further 10% did so within
two weeks of their trip.

• Booking for events and activities on their most recent leisure trip is not applicable for 44% of travelers surveyed. Of
those who did book events and activities, 21% booked within the week they were taking their most recent leisure trip,
and 29% of the population booked within 2 weeks of their trip.

• Twenty-eight percent of respondents say booking accommodations is not applicable (23% of those under 50 and 34% of
those 50+). Among those who did book accommodations,10% say they booked the same day and 25% say they
booked within the week of their most recent leisure trip. An equal percentage (10%) of total respondents booked 2 -4
weeks ahead as booked the same day,
Q = Thinking of your most recent leisure trip, how far in advance of
your departure date did you start booking various elements of the
trip below? 39
Base Respondents n = 1000
Use of Traditional Travel Agency
Car
Using Travel Agency Total 50+ Gen Y Gen X Boomers Silent
Only
Booking
16% 12% 8% 30% 13% 12% 12%
accommodations
Information Gathering 11% 7% 7% 16% 16% 7% 6%
• Over the past 3 years, the majority (71%) of Booking car rentals 9% 6% 4% 18% 8% 7% 3%
respondents did not use a traditional travel Maps 9% 6% 3% 13% 12% 7% 4%
agent for any of their leisure travel planning. Brochures 8% 5% 5% 13% 10% 6% 4%
Destination Selection 8% 5% 4% 13% 9% 4% 6%
• For 16% of travelers using a traditional
travel agency, booking accommodations Calendar of Events 7% 2% 3% 16% 8% 3% 0%
was the reason. None of the above/Did
71% 82% 86% 52% 68% 82% 83%
not use travel agent
• Gen Y and Gen X were more apt than the
older generations to have used a travel
agent in the past 3 years for booking
accommodations, information gathering,
brochures and destination selection.

• Gen Y were more apt to use a travel agent

for all services included in the survey.

24% 23%
23%

Q = In the past 3 years, please indicate if you have used a

traditional travel agent for any of the following planning
activities for a leisure trip where you drove. (A" traditional"
travel agent is someone who works for a travel agency that
would provide you with personal assistance with your travel
plans.) Please check all services that you have used.
40
Base respondents n = 554
Likelihood to Use an Online Website

• Since only 29% used a traditional travel agency for booking their trips, it is not surprising that 71% of
these travelers are likely to use an online website or program that combines trip planning tools for local
information about destination, with booking capabilities, mapping and navigational tools.

• Gen Y, Gen X and the Boomers are more likely to use such a tool than the Silent Generation.

Q = If it were available, how likely are you to use an

online website or program that combines trip planning
tools, local information about the destination, booking
capabilities, mapping and navigation tools?
Base Respondents n = 554 41
How Each Component of the Trip is Booked

Activity/Event Lodging &

• Booking transportation is not How They Booked Transportation
Tickets Accommodations
Other
applicable for 65% of the drive
Used traditional travel agent 2% 1% 1% 1%
market population.
Used online travel agency
7% 5% 9% 0%
(Expedia,Orbitz,Travelocity,etc.)
• Roughly half (48%) say they
Booked directly via hotel or
booked activity or event 3% 4% 16% 1%
campground lodging web site
tickets for their most recent trip. Booked directly with travel company
The majority did not book in 3% 3% 6% 1%
by telephone
advance or booked in person Booked directly with travel company
5% 2% 4% 0%
after arrival. online
Booked in person after arrival 3% 10% 6% 1%
• Booking lodging is applicable Booked through the destination
for 62% of these travelers. 4% 9% 13% 1%
website
Booking directly through hotel or Did not book in advance 7% 14% 8% 5%
campground websites is the
most popular booking method Not applicable 65% 52% 38% 91%
(16%) overall and slightly more
popular (19%) with travelers 45+
and a lower percentage (13%) of
those under 29.
• Also in terms of lodging, if we combine “did not book in advance” and “booked
in person after arrival”,14% of these travelers booked this way, 19% among
Gen Y. Thirteen percent book through the destination website, 15% for Gen Y,
slightly higher than other age groups.

Q = Now, for each of the following you may have used for this
most recent trip, please indicate how each one was booked.
Base Respondents n = 1000 42
The Drive Market

Where, How Far & With Whom

43
With Whom They Travel

Travel Companions General Car • More than half of all travelers

Total 50+ Gen Y Gen X Boomers Silent
Leisure Only (54%) traveled with their spouse
Traveled with my spouse on their most recent drive trip.
54% 47% 60% 60% 39% 56% 57% 62%
or significant other
Traveled with other family • Gen Y is the least likely age group
22% 27% 17% 17% 37% 18% 19% 16%
members
to do so (39%), and those 64+ is
Traveled with
child/children under 18 19% 17% 6% 20% 18% 36% 13% 3% the highest. Half of those under
years of age 50 travel with a spouse and 60% of
those 50+ travel with a spouse.
Traveled alone 16% 20% 16% 13% 16% 15% 15% 18%
• Over a quarter of those under 50
Traveled with friend(s) 13% 14% 9% 12% 23% 13% 10% 9%
(28%) travel with children while
Traveled with adult 16% of both under and over 50
children 18 years of age or 9% 10% 12% 8% 7% 7% 12% 10% travel alone.
older
Traveled with
3% NA 5% 2% 2% - 4% 6% • A quarter (25%) of those under 50
grandchildren
also travel with other family
Traveled with organized
1% 2% 1% - 5% - 1% 2% members (17% for those 50+ and
group tour
22% for the overall population
Traveled with co-worker(s) 1% 2% - 1% 3% 1% 1% - surveyed).

Other 2% 1% 2% 1% 1% 1% 2% 1%

Q = And, with whom did you travel on this

most recent leisure trip?
44
Base Respondents n = 1000
Size of Travel Parties

• On their most recent leisure trip, 33% of those under 50 traveled as a couple compared to 57% of those 50+ .

• One-fifth (21%) of those under 50 traveled with 4 people in their group and 19% with 3 people in their group.
For those over 50, these percents were 8% and 10%. For travelers over and under 50 years old, 16% traveled alone.

• Among the total population surveyed, 13% traveled in groups of 5 or more.

Q = Including yourself, how many people were in

your travel party on this most recent leisure trip? 45
Base Respondents n = 1000
Miles Traveled

Miles Traveled Total Gen Y Gen X Boomers Silent

1-75 miles 10% 20% 10% 7% 4%

• Of the total population who traveled by 76-250 miles 36% 34% 39% 34% 33%
automobile on their most recent trip, the average
251-500 miles 26% 21% 28% 27% 27%
number of miles traveled was 557. Those over
64 traveled just over 700 miles on average, the 501-1000 13% 11% 12% 14% 16%
highest among generations. Gen X traveled on 1001-2000 9% 9% 9% 9% 13%
average the lowest number of miles at 468.
2000+ 4% 3% 6% 3% 4%
• Those in the “car only” segment traveled an
average of 563 miles while those over 50
traveled 665 miles.

• About half of travelers (52%) traveled 250 miles

or less with approximately a third traveling
between 101 and 250 miles.

• A greater proportion of Gen Y, Gen X and Boomer

travelers than the Silent Generation reported
traveling between 1 and 100 miles.

Q = Approximately, how many miles in total did you drive

during your most recent trip.
46
Base Respondents n = 950
Note: Detail on these sub-segments is available in the
crosstabs.
States and Census Regions Visited

Top 25 States Next 26 States Visited Total

Total
Visited Louisiana 3% • Consistent with all leisure travelers, California
Florida 12% Kentucky 3% and Florida are the states visited by the greatest
California 12% New Mexico 2% number of travelers surveyed, with each state
New York 8% Utah 2% having 12% of the population visiting those on
Texas 6% Massachusetts 2% their most recent trip. New York also ranks high
Pennsylvania 6% Connecticut 2% among these travelers at 8%.
North Carolina 6% Delaware 2%
Virginia 6% Arkansas 2%
Georgia 5% 2%
Oklahoma
Illinois 5% 2%
Mississippi
Arizona 5% 1%
West Virginia
Tennessee 4%
Iowa 1%
Michigan 4%
District of Columbia 1%
Nevada 4%
Hawaii 1%
Indiana 4%
Kansas 1%
Missouri 4%
Maine 1%
Washington 4%
Vermont 1%
Wisconsin 4%
Nebraska 1%
Ohio 3%
Idaho 1%
Oregon 3%
South Dakota 1%
Alabama 3%
Alaska 1%
South Carolina 3%
New Hampshire 1%
New Jersey 3%
3% Rhode Island 1%
Minnesota
3% Montana 1%
Colorado
Maryland 3% Wyoming 1%
North Dakota 1%

Q = Thinking about your most recent leisure trip,

what state(s) did you visit?
47
Base Respondents n = 1000
States Visited by Census Region

Q = Thinking about your most recent leisure trip, what

state(s) did you visit?
Base Respondents n = 1000
48
Top 20 Cities Visited On Their Most Recent Trip

• When provided a list of urban destinations

(cities with populations over 100K) about
70% of travelers responded that they had
visited one of these cities. No city received
more than 5% of these visitors.

• Among the cities mentioned in the survey,

Orlando was the most visited at 5% Los
Angeles, Las Vegas and New York each
had 4% of travelers visiting them on their
most recent drive trip.

Q = Thinking about your most recent leisure trip, what

city(ies) did you visit? 49
Base Respondents n = 1000
Nights Away

Nights
Total 50+ Car Only Gen Y Gen X Boomers Silent
Away
0 8% 10% 11% 6% 6% 9% 10%
• Overall, the typical length of a leisure trip 1 11% 11% 16% 12% 9% 12% 10%
is 3 overnight stays. Around half (47%)
2 20% 19% 23% 20% 20% 22% 16%
stay away between 1 and 3 nights.
3 16% 15% 13% 20% 15% 16% 12%
4 11% 10% 11% 8% 14% 11% 11%
• Drive market travelers over 50 are much
5 8% 7% 5% 12% 8% 7% 7%
more likely to spend 10 or more nights
6 5% 5% 4% 3% 9% 4% 5%
away than any of the younger
generations. 7 7% 8% 5% 8% 6% 7% 7%
8 2% 3% 2% 1% 3% 1% 4%
9 1% 2% 1% 1% 1% 2% 1%
10 2% 3% 2% 2% 3% 3% 3%
11+ 8% 10% 5% 7% 7% 6% 13%

Q = How many nights did you stay away from home

while on this trip?
Base Respondents n = 1000 50
The Drive Market

Accommodations

51
Type of Accommodation

General
Accommodations Total Gen Y Gen X Boomers Silent
Leisure
Hotel/Motel/Resort 54% 61% 60% 53% 54% 51% • More than half (54%) of drive
Stayed with family/friend 38% 35% 38% 37% 37% 45%
market travelers stayed in a hotel,
motel or resort on their most
Owned home/condominium/town recent leisure trip.
6% 5% 7% 7% 5% 5%
home/apartment
Rental condominium/Rental town • The second highest share of
5% 5% 8% 6% 5% 3%
home/Rental house
respondents (38%) stayed with
Bed and Breakfast 5% 4% 7% 8% 3% 1% family and friends.
Timeshare 4% 4% 5% 3% 4% 5%
RV Park/Campground (private or
3% 5% 4% 4% 2% 4%
public)
Other 3% 4% 1% 3% 3% 7%

Q = And, at which of the following accommodations

did you stay during this most recent leisure trip? 52
Base Respondents n = 923
Hotels Where They Stayed on Their Most Recent Trip

Hotels Stayed at During The Hotels Stayed at During The

Total Total
Most Recent Leisure Trip Most Recent Leisure Trip
• Drive market travelers use hotels
across all lodging tiers, from Respondents 738 Respondents 738
economy all the way to luxury Comfort Inn 13% Red Roof Inn 2%
brands, with a large proportion Best Western 13% Clarion 2%
using quality tier brands. Independent hotels 10% Westin 2%
Days Inn 9% Sheraton 2%
• Only Comfort Inn (13%) and Best Holiday Inn Express 9% Hyatt Place 2%
Western (13%) are used more Marriott 8% Candlewood Suites 2%
often among hotel brands than Holiday Inn 8% Homewood Suites 2%
independent hotels. The Silent Hampton Inn 7% Hilton Garden Inn 2%
Generation and Generation Y are Courtyard by Marriott 7% Travelodge 2%
more apt to mention having stayed Hilton 7% Radisson 2%
at Comfort Inn than the other Super 8 6% Crowne Plaza 2%
generations.
Embassy Suites 5% Grand Hyatt 2%
DoubleTree 5% Ritz-Carlton 2%
• Of the top tier brands, Marriott is
Fairfield Inn 4% Residence Inn 2%
used most often.
Quality Inn 3% Cambria Suites 2%
Econo Lodge 3% Aloft 1%
La Quinta 3% Four Seasons 1%
Country Inn & Suites 3% Wingate by Wyndham 1%
Ramada 3% JW Marriott 1%
Hyatt 3% Howard Johnson 1%
Wyndham Hotels and Resorts 3% Fairmont 1%
Baymont 3% Four Points 1%
AmeriSuites 2%

Q = When traveling on your most recent leisure trip, at

which of the following hotels did you stay?
53
Base Respondents n = 738 / multiple selects
 Hotels Stayed In Sorted by Tier

Almost half of these drive market travelers (46%) stayed in full service hotels
Full Service Hotels Total during their most recent trip; 34% stayed in an up-market hotel and 57% stayed
Marriott 8% in moderate hotels. Only 16% say they stayed in an economy hotel.
Hilton 7%
DoubleTree 5% Up Market Hotels Total Moderate Hotels Total
Embassy Suites 5% Holiday Inn 8% Comfort Inn 13%
Hyatt 3% Courtyard by Marriott 7% Best Western 13%
Wyndham Hotels and Resorts 3% Ramada 3% Holiday Inn Express 9%
Crowne Plaza 2% AmeriSuites 2% Hampton Inn 7%
Grand Hyatt 2% Cambria Suites 2% Fairfield Inn 4%
Radisson 2% Clarion 2% Country Inn & Suites 3%
Ritz-Carlton 2% Hilton Garden Inn 2% La Quinta 3%
Sheraton 2% Homewood Suites 2% Quality Inn 3%
Westin 2% Hyatt Place 2% Candlewood Suites 2%
Fairmont 1% Residence Inn 2% Wingate by Wyndham 1%
Four Seasons 1% Aloft 1% Studio Plus 0%
JW Marriott 1% Four Points 1% TownePlace Suites 0%
Conrad 0% Hotel Indigo 0%
Economy Hotels Total
InterContinental 0% SpringHill Suites 0%
Days Inn 9%
Kimpton (e.g. Hotel Monaco, Staybridge Suites 0%
0% Super 8 6%
Hotel Palomar)
Summerfield Suites 0%
Omni 0% Baymont 3%
Park Hyatt 0% Econo Lodge 3%
Renaissance 0% Red Roof Inn 2%
W Hotels 0% Independent Hotels 10% Howard Johnson 1%
Travelodge 1%

Q = When traveling on your most recent leisure trip,

at which of the following hotels did you stay? 54
Base Respondents n = 738 / multiple select
Hotels Stayed in Sorted by Brand
Wyndham Hotels Total
Wyndham, Hilton and Marriott have 75% of market share. Days Inn 9%
Super 8 6%
Hilton Hotels Total Choice Hotels Total Wyndham Hotels and Resorts 3%
Hilton 7% Comfort Inn 13% Ramada 3%
Hampton Inn 7% Quality Inn 3% Baymont 3%
DoubleTree 5% Econo Lodge 3% Howard Johnson 1%
Embassy Suites 5% Cambria Suites 2% Travelodge 1%
Hilton Garden Inn 2% Clarion 2%
Hyatt Hotels Total
Homewood Suites 2%
Hyatt 3%
Conrad 0%
InterContinental Hotels Total Grand Hyatt 2%
Holiday Inn Express 9% Hyatt Place 2%
Holiday Inn 8% AmeriSuites 2%
Marriott Hotels Total
Crowne Plaza 2% Park Hyatt 0%
Marriott 8%
Candlewood Suites 2% Summerfield Suites 0%
Courtyard by Marriott 7%
InterContinental 0%
Fairfield Inn 4% Starwood Hotels
Hotel Indigo 0% Total
Ritz-Carlton 2%
Staybridge Suites 0% Sheraton 2%
Residence Inn 2% Westin 2%
JW Marriott 1%
Best Western Hotels 13% Aloft 1%
Renaissance 0%
Four Points 1%
SpringHill Suites 0%
W Hotels 0%
TownePlace Suites 0% Independent hotels 10%

Carlson Hotels Total

Country Inn & Suites 3%
Radisson 2%

Q = When traveling on your most recent leisure trip,

at which of the following hotels did you stay?
55
Base Respondents n = 738 / multiple select
Hotels Stayed in Sorted by AAA Diamond Rating*

Five Diamond Hotels Total • Five Diamond hotels only have about 5% market share while Four Diamond
Ritz-Carlton 2% hotels have the largest market share at 41%.
Fairmont 1%
Four Seasons 1%
• The Two Diamond tier of hotels has a slightly larger market share than
Three Diamond hotels while the One Diamond hotels captured 16% of
JW Marriott 1%
drive market travelers.
InterContinental 0%
Two Diamond Hotels Total
Park Hyatt 0%
* See AAA Diamond Ratings Guide next page. Comfort Inn 13%
Best Western 13%
Four Diamond Hotels Total
Three Diamond Hotels Total Holiday Inn Express 9%
Marriott 8%
Holiday Inn 8% Hampton Inn 7%
Hilton 7%
Courtyard by Marriott 7% Fairfield Inn 4%
DoubleTree 5%
Ramada 3% Country Inn & Suites 3%
Embassy Suites 5%
AmeriSuites 2% La Quinta 3%
Hyatt 3%
Cambria Suites 2% Quality Inn 3%
Wyndham Hotels and Resorts 3%
Clarion 2% Candlewood Suites 2%
Crowne Plaza 2%
Hilton Garden Inn 2% Studio Plus 0%
Grand Hyatt 2%
Homewood Suites 2% TownePlace Suites 0%
Radisson 2%
Hyatt Place 2%
Sheraton 2%
Residence Inn 2% One Diamond Hotels Total
Westin 2%
Aloft 1% Super 8 6%
Conrad 0%
Kimpton (e.g. Hotel Monaco, Four Points 1% Baymont 3%
0% Hotel Indigo 0% Econo Lodge 3%
Hotel Palomar)
Omni 0% SpringHill Suites 0% Red Roof Inn 2%
Renaissance 0% Staybridge Suites 0% Howard Johnson 1%
W Hotels 0% Summerfield Suites 0% Travelodge 1%

Q = When traveling on your most recent leisure trip,

at which of the following hotels did you stay?
56
Base Respondents n = 738 / multiple select
AAA Diamond Ratings for Hotels

Source: aaa.com 57
 Loyalty Programs
• Overall, about half of the population (52%) belong to at least one loyalty program, with the highest concentration (29%)
belonging to two or more loyalty programs. Boomers are more likely to belong to multiple loyalty programs, with 36%
belonging to two or more programs. More than half of Gen Y drive travelers do not belong to any loyalty programs.

• Fewer drive market travelers (46%) actively participate in these programs. Thirty-one percent of Gen X say they are
active in one loyalty program. More than a quarter of “car-only” travelers (27%) are also active in one program. A greater
percentage of travelers over 45 (48%) say they are active in more than one program than younger generations (33%).

23%

Q = How many lodging loyalty programs do you belong to?

And, in how many loyalty programs are you active? By active,
58
we mean you have earned or redeemed points/miles in the past year.
Base respondents n = 503
Loyalty Influence

• Looking at the total population, more than 70%

say that membership in a loyalty program does
influence their lodging decision; 35% say it
influences their decision a great deal and 36%
say it matters a moderate amount.

• Loyalty program membership most influences

Gen Y, though this generation tends not to be a
part of loyalty programs.

• Those earning less than $30,000 annually say

that their loyalty program membership matters to
them much more than those earning $50,000 to
$100,000 annually.

Q = How much influence do your hotel loyalty program

memberships have in your lodging decisions?
Base Respondents n = 263 59
Note: Detail on these sub-segments is available in the
crosstabs.
Camping Accommodations

• The population of travelers

staying in a campground is
negligible, just over 2% (based on
weighted data from a total of 23
responses).

• Almost three-quarters (73%) of

these travelers stayed in a
commercial campground –
53% stayed in independent
campgrounds or RV parks and
46% stayed in a public RV park.

Q = At which RV park/campground did you stay?

Base Respondents n = 23
60
Type of Accommodation at Campground

Type of Accommodation Total Gen Y Gen X Boomers Silent

Personally owned tent 50% 100% 43% 39% 15%

Personally owned RV 43% 44% 32% 33% 70%

Rented onsite park trailer/cabin/cottage 20% 13% 32% 13% 15%

Rented RV from an agency 12% 29% 10% 7% -

Rented onsite RV 11% 13% 23% - -

Rented onsite other accommodation

4% - - 15% -
(yurt, tent, cabin, teepee, other)

• There was an almost even split between those who stayed in a personally-owned tent and those who said they stayed
in a personally-owned RV for accommodation.

At which RV park/campground did you stay?

61
Base Respondents n = 31
Timeshare Use

• Of those respondents who say they stayed in

a timeshare during their most recent leisure
trip, 41% say they stayed at a timeshare they
own while another 26% used the timeshare
they own to exchange for a different location.

• Sample size for time share is < 4% of the total

population surveyed.

Q = Do you own the timeshare that you stayed at

during your most recent leisure trip?
Base Respondents n = 38

• Usage among those owning a timeshare is high. In the past 3 years, 59% of timeshare owners used it more than 4
times and 43% used it more than 5 times.

Q = Approximately, how many times did you use

your timeshare in the past 36 months?
62
Base Respondents n = 25
The Drive Market

Activities Done Along the Way

& at Final Destination

63
Overnight Stays & Stops Along the Way to Final Destination

Stayed Overnight • More than three-fifths of

Total 50+ Car Only Gen Y Gen X Boomers Silent travelers (65%) did not lodge
Along the Way
along the way to their final
destination on their most
0 65% 70% 71% 53% 63% 69% 72%
recent trip.
1 14% 15% 12% 13% 13% 13% 16%
• Gen Y were the likeliest
2 9% 8% 8% 11% 10% 8% 5% among these travelers to stay
overnight on their way, with
3 6% 4% 5% 10% 6% 4% 3% 24% of these drive market
4 3% 2% 1% 5% 4% 3% 1%
travelers staying 3 or more
nights en route.
5 2% 2% 1% 5% 1% 1% 1%

6+ 2% 1% 1% 3% 2% 1% 2%

Q = And how many places did you visit before reaching

your final destination where you stayed overnight?
64
Base Respondents n = 742
 Overnight Stays & Stops Along the Way to Final Destination

• The majority (61%) did not stop

Places Visited
along the way to their final & Did Not Stay
Total 50+ Car Only Gen Y Gen X Boomers Silent
destination.
0 61% 66% 66% 51% 59% 64% 70%
• Two-thirds (66%) of 50+ drive
travelers did not visit any places en 1 17% 17% 17% 19% 17% 16% 18%
route, compared to 57% of those
under 50. 2 10% 9% 9% 10% 12% 11% 7%

3 5% 4% 4% 9% 4% 5% 3%
• In general, Boomers and the Silent
Generation were less likely to visit 4 2% 2% 2% 4% 3% 2% 1%
places along the way as they
traveled to their final destination than 5 1% 1% 1% 3% 1% 1% -
the younger generations.
6+ 2% 1% 1% 4% 4% 1% 1%

Q = And how many places did you visit before reaching your final
destination but did not stay overnight? 65
Note: Detail on these sub-segments is available in the crosstabs.
Base Respondents n = 742
Activities
Top 20– Combined
• Scenic driving (38%) and fine dining Car
Done Along the Way & Total 50+ Gen Y Gen X Boomers Silent
(30%) were activities drivers took part Only
at Final Destination
in the most when they arrived at their Took a scenic drive 38% 37% 37% 30% 40% 43% 31%
final destinations. Scenic driving is Went to a fine dining restaurant for a
also the activity they participated in 30% 30% 28% 30% 29% 32% 29%
unique and memorable experience
the most while traveling to their final Shopped at discount stores 28% 28% 30% 36% 26% 28% 25%
destination. Shopped at a mall 26% 23% 24% 34% 24% 24% 25%
• Gen Y were more apt to shop at a Attended a social or family event 22% 26% 25% 19% 18% 24% 28%
mall along the way to their destination Explored small towns 21% 22% 20% 15% 23% 24% 20%
than the older generations.
Shopped at an outlet mall 20% 16% 16% 29% 22% 16% 16%
• Gen X more typically say that visiting Visited beaches/waterfronts 20% 16% 18% 20% 22% 20% 14%
the beach or other waterfront is an
Shopped at boutiques and specialty stores 19% 15% 18% 24% 20% 18% 14%
activity that they did at their final
Visited historic sites 18% 16% 18% 14% 19% 19% 13%
destination.
Shopped at a retail stores 16% 15% 14% 22% 14% 14% 16%
• Those earning $30,000 or less
Visited state/national parks 15% 11% 12% 10% 18% 15% 11%
annually were more apt to report that
they participated in fine dining along Participated in night life 15% 12% 14% 18% 18% 12% 12%
the way to their final destination— Shopped for items made by local artisans
14% 15% 14% 11% 14% 17% 13%
and craftspeople
more so than travelers earning
Gambled 13% 15% 12% 9% 13% 14% 15%
$50,000 or more annually.*
Visited a local farmers market 13% 11% 11% 10% 14% 14% 9%
• Travelers earning $30,000- $40,000
Participated in sports 12% 10% 11% 12% 12% 12% 9%
annually were more apt to shop at an
outlet mall along the way to their final Sampled traditional artisan products 11% 10% 10% 7% 16% 9% 11%
destination, more so than those Took self-guided walking tour 11% 11% 9% 10% 11% 10% 9%
earning $50,000 or more per year.* Visited art museums/galleries 9% 5% 7% 14% 12% 7% 5%

Q = Thinking of your last leisure trip, what activities did you

participate in? Please indicate whether you participated in
the activity at the final destination or on the way to the final
destination. Please select all that apply. Base Respondents
n = 742
66
*Note: Detail on these sub-segments is available in the
crosstabs.
Activities (continued)

Combined Done Along the Way & at Final Destination Total 50+ Car Only Gen Y Gen X Boomers Silent

Attended sporting events (professional, minor league,

8% 5% 8% 8% 10% 7% 4%
college, recreational leagues)
Participated in an organized tour of local history or culture 8% 5% 7% 9% 9% 6% 9%

Visited living history museums 8% 3% 4% 13% 10% 7% 4%

Visited history museums/centers 8% 6% 6% 10% 11% 7% 7%

Attended an art/craft fair or festival 7% 4% 7% 6% 7% 7% 6%

Looked at real estate 7% 8% 6% 7% 8% 9% 7%

Explored urban neighborhoods 7% 6% 7% 9% 9% 7% 4%

Visited aquariums 7% 3% 7% 13% 12% 3% 2%

Shopped at Museum Stores 7% 6% 6% 5% 9% 5% 5%

Visited theme or amusement parks 7% 4% 6% 9% 11% 4% 3%

Attended a live music performance (not classical) 6% 6% 6% 5% 11% 5% 5%

Camped 6% 4% 5% 8% 8% 4% 4%

Visited science museums/centers 6% 3% 5% 10% 8% 3% 2%

Attended a food/wine fair or festival 5% 1% 3% 5% 6% 5% 4%

Attended shows: boat, car, home, etc. 5% 3% 5% 5% 5% 3% 4%

Q = Thinking of your last leisure trip what activities did you

participate in? Please indicate whether you participated the
activity at the final destination or on the way to the final
destination. Please select all that apply. 67
Base Respondents n = 742
 Activities (continued)

Combined Done along the way and at Destination Total 50+ Car Only Gen Y Gen X Boomers Silent

Visited farms and ranches 5% 6% 3% 6% 6% 6% 1%

Visited Native American sites 5% 4% 6% 6% 4% 6% 5%

Visited zoos 5% 3% 3% 11% 7% 4% 2%

Attended a music fair or festival 4% 4% 3% 8% 6% 2% 1%

Attended the theatre/play/opera (live performance) 4% 3% 3% 6% 4% 4% 4%

Received spa services (i.e. massage, facials, manicure) 4% 1% 3% 3% 5% 3% 1%

Researched family history 4% 3% 4% 9% 4% 3% 4%

Toured wineries or breweries / Tasting locally made wines/brewed beers 4% 1% 3% 3% 5% 5% 5%

Visited natural history museums/centers 4% 2% 4% 7% 5% 3% 2%

Attended live classical music performance 3% 3% 3% 5% 2% 2% 2%

Took part in personal enrichment (took seminars or courses) 3% 2% 3% 4% 3% 3% 3%

Took a tour focusing on local architecture 3% 2% 2% 5% 5% 2% 4%

Attended a professional dance performance (ballet & other form) 2% 1% 2% 4% 3% 0% 1%

Volunteered or participated in community service 2% 0% 1% 3% 5% 1% 1%

Q = Thinking of your last leisure trip, what activities did you

participate in? Please indicate whether you participated in the
activity at the final destination or on the way to the final 68
destination. Please select all that apply.
Base Respondents n = 742
 Spending on Most Recent Trip

Spending on Most Recent Trip

• One-quarter of drive market travelers
Total Spending Spending on shopping spent between $251 and $500 on
transport, lodging, entertainment, food
and dining on their most recent leisure
$1,531
trip (26%); 21% spent $1,000+ and 10%
spent $2,000+. *
$1,144
$1,068 • Gen Y spent the least on average ($879)
$1,027
$987 and Gen X spent the most ($1,531).
$879

$666
• Those under 50 spent an average of
$1,209 while those 50+ spent $1,068.
$505
$458
$388 $410
$362 • Sixty-two percent of travelers spent
$172 between $1 and $250 on shopping with
$116 19% spending nothing. The average
spend for all of these travelers is $388.*
Total 50+ Car Only Gen Y Gen X Boomers Silent/GI • Boomers spent the most on shopping
($505), Gen Y travelers spent $458,
Gen X spent $362 and those over 64
spent $116.*

Q = About how much would you say you, personally, spent in

total on this most recent leisure trip (including transportation,
lodging, entertainment, food & dining expenses, gas, shopping
etc.)? And how much did you spend on shopping alone on this
most recent leisure trip?
Base Respondents n=1000
69
*Note: Detail on these sub-segments is available in the
crosstabs..
Economic Impact of the Drive Market

Total Drive Market

(Weighted)

Sample Size 1,000

Average Amount Total Spend * $1,144

Median # Leisure Trips * 2

Population* (in Millions) * 129

Median Household Size 2

Estimated Economic Impact (in Billions) ** $147.57

* Total Spend, Leisure Trips and Population estimates rounded.

** Estimated based on 85% of total leisure traveler market (152 million) population.
Formula: (Average Total Spend x Median Leisure Trips x Estimated Population)divided
by Median Household Size = Estimated Economic Impact (in Billions);

70
The Drive Market

Future Plans, Influences & Likelihoods

71
Likelihood to Take an Unplanned Trip or Vacation of 7 Days or More

• Almost three-fifths of drive market travelers (59%)

say they are likely to take an unplanned leisure trip,
with a minor variation among age groups.

• Sixty-two percent of Gen Y travelers and 57% of

those 64+ are likely to take an unplanned leisure
trip.

Q = How likely are you to take an unplanned leisure trip?

Base Respondents n = 1000

• A slightly higher percentage (62%) of drive market

travelers are likely to take a vacation of 7+ days.
Gen Y is most likely at 66% followed by 64% of
Silent/GI travelers.

Q = In the next 12 months, how likely are you to

take a vacation of 7 days or more?
Base Respondents n = 1000 72
Note: Top 2 combines very and somewhat likely
Likelihood to Take a Driving Trip or to Visit State/National Park

• A large majority (82%) with no significant

variation in age, say they are likely to take a
driving vacation, with 56% saying they are very
likely. Sixty-two percent of those 64+ are very
likely to take such a vacation, compared to
52% of Gen Y.

Q = How likely are you to take a leisure trip in the next 12 months where you
drive for all or part of the trip?
Base Respondents n = 1000

• More than half (54%) are likely to visit a national

or state park in the next 12 months.

• Gen X (61%) are among the most likely to take

such a trip. Only 48% of 50+ travelers and 42%
of 64+ travelers are likely to visit national/state
parks.

Q = How likely are you to visit any state/national parks in the

next 12 months?
Base Respondents n = 1000 73
Note: Top 2 combines very and somewhat likely
Likelihood to Take a Cruise Vacation & Distance by Car to Board

• Half of all drive market travelers are

interested in taking a cruise vacation in
the next 3 years, with 27% saying they
are very interested.

• Cruises appeal to 55% of under 50

travelers and 43% of those 50+. In
addition, more than half of Gen X (58%)
and Gen Y (56%) travelers are interested
in taking a cruise vacation within the next
3 years.

Q = And how interested are you in taking a cruise vacation in the next 3 years? N
Base Respondents = 1000

• Forty-six percent of all travelers surveyed say they

would travel up to 200 miles by car to board a ship
for their vacation;
24%one-third (33% ) would travel
between 200-500 miles. 23%

Q = What is the greatest distance you would travel by

car to board a cruise-ship for your vacation?
Base respondents n = 653 74
Note: Top 2 combines very and somewhat likely
Likelihood of a Cabin Stay at a Campground or to Rent or Buy an RV

• Overall, 40% say they are likely to stay in a cabin,

including 51% of Gen Y and 20% of those 64+.
Among those under 50, staying in a cabin has the
greatest appeal (47%).

• While only 10% overall say they are likely to purchase

an RV for an upcoming leisure trip, 19% of Gen Y say
they are likely to purchase one.

• Thirteen percent are likely to rent an RV; 18% among

Gen Y and 2% of those 64+. Renting an RV appeals
to 17% of those under 50 and 7% of those 50+. Q = How likely are you to consider staying overnight in a cabin/lodge accommodation
in a campground on a future leisure trip?
Base Respondents n = 1000

Q = How likely are you to consider purchasing an RV or camper for an Q = How likely are you to consider renting an RV or camper for an upcoming leisure trip?
upcoming leisure trip? Base Respondents n = 1000
Base Responders n = 1000
75
Note: Top 2 combines very and somewhat likely
Factors Having a Negative Impact on a Future Leisure Trip
• While economic conditions were most often cited as the negative factor impacting the general leisure travel market in
both 2008 and 2009, the highest percentage of drive market travelers is impacted by high gas prices. Almost three-fifths
(58%) cite gas prices as negatively impacting their decision. *

* Question regarding gas prices was not asked of General Leisure Travelers.

Q = Which of the following, if any, has a negative impact on

your taking a leisure trip in the next 12 months?
Base Respondents n = 659 76
Negative Impact: Gas Prices, Economic Conditions

• “Don’t have disposable income” is the factor that 47% say had a negative impact on their decision. Travelers
50+ mention this less often (40%) with it mentioned 53% among those <50.

• For Gen Y, economic conditions and “too busy to get away,” are equally cited (40%) as negative influences.

Q = Which of the following, if any, has a negative impact on your taking a leisure trip in the next 12 months?
Base Respondents n = 659

Q = Which of the following, if any, has a negative impact on your taking a leisure trip in the next 12 months?
Base Respondents n = 659
77
Types of Discount

• Two-thirds (66%) of travelers say that a

20% discount on accommodations
would have an impact on their decision
to take a last minute leisure trip by car
or RV.

• More than half (53%) of drive market

travelers say free tickets to theme parks
or attractions would have an impact on
their decision.

• The impact of a 10% discount on

accommodations is considerably less
for these travelers in terms of deciding
to take a last minute trip; only 40% say
it would have an impact.

Q = There are a wide range of discounts travelers can receive to

make their trips more affordable and enjoyable. Please indicate how
much impact each of the types of discounts below would have on
your decision to take a last minute leisure trip by car or RV. Base 78
respondents n = 1000
Club and Group Memberships

Not Am
Past Car
Total Currently Currently Total 50+ Gen Y Gen X Boomers Silent
Member Only
a Member a Member

AAA (American
51% 34% 15% 34% 33% 43% 26% 29% 36% 48%
Automobile Association)

AARP 68% 23% 9% 23% 25% 48% 7% 3% 31% 61%

USAA (United States

90% 7% 3% 7% 8% 7% 10% 5% 6% 9%
Automobile Association)

Costco 66% 23% 10% 23% 20% 23% 29% 20% 23% 24%

Sam's Club 57% 26% 17% 26% 26% 28% 27% 25% 26% 30%

BJ's Club 84% 9% 7% 9% 8% 7% 11% 11% 7% 6%

• About one third, (34%) of drive market travelers are current • About a quarter (26%) of respondents overall say they are
members of AAA, and 15% are past members. Almost half members of Sam’s Club; 30% of those over 64 are currently
(48%) of those 64+ belong to AAA, while Boomers (36%), Gen members.
X (29%) and Gen Y (26%) are less likely to be members.
• Just under a quarter of the population surveyed are members
• Forty-eight percent of those 50+ are members of AARP and of Costco (23%) and another 10% say they are past
61% of those 64+ are members. members; 66% say they are not members of Costco.

• Seven percent are members of USAA and another 3% say they • Only 9% of all respondents are members of BJs Club.
are past members. The balance (90%) say they are not
members.

Q = Are you currently a member of either of the following

associations or organizations?
Base Respondents n = 1000 79
How Choices Differ: Travel Companions

• Choices differ in all areas of

travel when traveling with
different family members,
friends, and children.

• Of all the things these

travelers do, attractions
visited differs most for these
drive market travelers. Sixty-
four percent say their choices
do differ depending on their
travel companion.

• Only the choices of resources

for booking and types of
transportation used were
cited by less than half these
travelers as a choice that
differs.

Q = Thinking about the trips you took for leisure in the past
12 months, please indicate how much your choices on the
following differed for each trip based on who you were
traveling with (children, parents, friends, spouse, etc.) .
Base Respondents n = 1000 80
How Choices Differ: Purpose of Trip

• For drive travelers, around half or more say that what they do differs based on the trip purpose.

• Almost a quarter say their destination choice differs greatly based on the purpose of their trip.

Q = Now, thinking about the trips, you took for leisure in the past
12 months, please indicate how much your choices differed
based on the purpose or the reason for the trip (weekend
getaway, vacation, family reunion, wedding, etc.) .
Base Respondents n = 1000 81
The Drive Market

Sources of Information for

Planning & Booking

82
Planning a Trip Online

Car
Information Gathering Total 50+ Gen Y Gen X Boomers Silent
Only
I go directly to the websites of the destination
63% 67% 65% 50% 63% 71% 63%
I am thinking of visiting
• Over three-fifths (63%) of drive I conduct a general web search, such as with
55% 53% 58% 54% 55% 58% 47%
Google or Yahoo
market travelers go directly to the
I get recommendations from friends and
website of the destination they 52% 49% 56% 50% 55% 53% 46%
family members (word-of-mouth)
plan on visiting when planning a I do research on 3rd party travel websites
leisure trip; 50% among Gen Y, such as Orbitz.com, Expedia.com or 34% 31% 30% 35% 36% 36% 23%
Travelocity.com
63% of Gen X and 71% of I request that brochures and information be
Boomers. sent to me in the mail of the travel 30% 37% 31% 15% 29% 38% 35%
destinations I am thinking of visiting
• More than half (55%) conduct a I use online Portals (e.g., AOL, MSN, Yahoo,
26% 24% 23% 29% 28% 26% 21%
general web search. About, etc.)
I get ideas from TV programs I watch or
23% 18% 23% 26% 19% 27% 18%
movies
• About half (52%) get I read (TripAdvisor, VirtualTourist, etc.) about
23% 23% 22% 23% 28% 22% 13%
recommendations from family the destination I am thinking of visiting
and friends. I read travel and travel related magazines 22% 24% 17% 19% 20% 23% 25%
I read the travel section of my newspaper 19% 26% 17% 12% 14% 22% 29%
• One-third (34%) conduct I read independently published reviews in
magazines and newspapers of the destination 18% 21% 15% 13% 18% 18% 23%
research on a 3rd party website, I am thinking of visiting
with those 64+ doing it the least I use Online guide book sites (e.g.,
(23%) compared to 36% of Gen X Frommer's, Fodor's, Lonely Planet, Rough 16% 14% 11% 18% 18% 14% 13%
Guides, etc.)
and Boomers. I contact convention and visitors bureaus 14% 16% 15% 6% 14% 18% 14%
I use social media networks to learn more
about the destination (Facebook, MySpace, 13% 5% 9% 24% 18% 7% 4%
etc.)
I consult with a traditional travel agent 8% 9% 6% 8% 9% 7% 10%
I visit travel or sports shows and exhibits 4% 4% 4% 5% 4% 4% 3%
Other 7% 11% 8% 4% 2% 9% 13%

Q = How do you typically gather information about

leisure trips you plan to take? Please select all that
83
apply. n = 1000
Gathering Information Drive Market Versus General Leisure

• A third of drive travelers rely on

brochures and information sent to
them. Fifteen percent of Gen Y
gather information from brochures
sent, 38% of boomers and 35% of
those 64+.

• Roughly a quarter (26%) use online

portals, Trip Advisor and Virtual
Tourist (23%) to read about the
destination to which they plan to
travel: Gen Y say this most at 29%
and 64+ say this least at 20%.

• Among overall respondents, slightly

fewer (22%) read travel and travel
related magazines.

• Travel sections of newspapers

(19%), published reviews (18%),
and online guide books (16%) are
among other resources used.

NOTE: Comparison to general leisure market only where items are identical

Q = How do you typically gather information about leisure trips

you plan to take? Please select all that apply.
84
Base Respondents n = 1000
Devices for Information Gathering

• Almost all, 97%, use a computer when gathering information for a leisure trip. This percentage is the same across all
age groups analyzed.

• Fourteen percent use a smart phone, with usage highly varied across age groups: Twenty-eight percent of Gen Y use
smart phones as do 18% of Gen X. Lower usage occurs among Boomers (8%) and those 64+ (4%).

• Five percent of the overall population use an iPad: more than double (11%) among Gen Y, 7% for Gen X, and 2% each
for Boomers and those 64+.

24% 23%
23%

Q = And what devices do you use for gathering

information on or booking your leisure trips?
85
Base Respondents n = 1000
Navigation & Mapping Tools Used to Plan Leisure Trips

• Of the tools used to plan their leisure trips by car, 55% of travelers surveyed say they use MapQuest (64% of
Boomers and 49% of Gen X).

• While half of these travelers use Google Maps (50%), usage varies highly among the generations: 64% of Gen Y,
55% of Gen X , 42% of Boomers and 39% of those 64+.

• No more than about a quarter use any other navigation or mapping tool.

Navigation and Mapping Tools

Total 50+ Car Only Gen Y Gen X Boomers Silent
Used to Plan Leisure Trips
MapQuest 55% 63% 61% 47% 49% 64% 59%
Google Maps 50% 41% 46% 64% 55% 42% 39%
GPS in vehicle 25% 24% 23% 23% 26% 23% 27%
Paper maps 23% 31% 25% 15% 16% 29% 34%
GPS portable 21% 25% 22% 17% 21% 21% 27%
Yahoo Maps 19% 18% 17% 19% 22% 20% 12%
AAA Trip Tiks®, maps and Tour Books 15% 24% 16% 4% 9% 22% 26%
Rand McNally 14% 18% 14% 8% 11% 17% 18%
Driving directions from another website 14% 16% 13% 9% 12% 16% 17%
GPS on smart phone 12% 8% 11% 18% 14% 10% 5%
Bing Maps 8% 7% 5% 13% 8% 7% 5%
Map publication/book 8% 9% 8% 6% 4% 11% 10%
AOL Travel 2% 1% 1% 6% 2% 1% 1%
None of these 6% 6% 6% 8% 5% 6% 6%

Q = And which of the following navigation/mapping tools

do you use when planning your leisure trips by car or RV?
86
Base Respondents n = 1000
Navigation & Mapping Tools Used To Plan Leisure Trips

• Portable or in vehicle GPS tools are used

by 46% of travelers surveyed when
planning a leisure trip by car. A quarter use
vehicle-based systems (25%) while 21%
use the portable version of this tool.
Eighteen percent of Gen Y use GPS on
their smart phone. Of those travelers under
50, 15% say they use GPS on their smart
phone while only 8% of those over 50 use
GPS tools via their smart phones.

• Twenty-three percent overall use paper

maps, including 15% among Gen Y and
16% of Gen X compared to 29% of
Boomers and 34% among those 64 or
older.

• Half of all drive travelers say they use

Google Maps (50%) versus 19% of
travelers who use Yahoo! Maps (some may
use both). Over one-fifth (22%) of Gen X
and 12% of 64+ drive travelers use Yahoo!
Maps.

Q = And which of the following navigation/mapping tools do

you use when planning your leisure trips by car or RV?
87
Base Respondents n = 1000
Online Sites for Planning Travel Arrangements

• Use of internet sites for planning travel arrangements

varies with age, with no more than a third of these
travelers using any one site for planning their leisure trip.

• Expedia (31%) and MapQuest (30%) are most widely

used by drive travelers.

• While 31% of Gen X use Google Maps, less than a

quarter (24%) of Gen Y use this site with 21% of those
64+ using Google Maps.

• Predictably, travelers 45 years old or older use AAA.com

more than do those under 45. Thirty percent of Boomers
use this site along with 28% of those 64+.

• Overall, 21% use Priceline. Gen X travelers are the most

likely to use Priceline (27%), followed by Gen Y (22%),
Boomers (19%) and 12% of those 64+. Use of Orbitz is
similar, with 24% of the total drive travel population using
this site (28% for Gen X, 17% for travelers 64+).

• Airline sites are used less often than other travel

websites. Delta and Southwest are the most used airline
sites: 16% use these, while 12% use American Airlines.
Continental and Jet Blue sites are used by 8% of drive
travelers.
Data under 2% is not listed

Q = Which of the following online sites have you used

to help you plan a leisure trip? Please select all that
apply.
Base Respondents n = 1000 88
Online Sites for Booking Travel Arrangements

• Usage of internet sites for trip booking varies among

age groups, with no more than a quarter using any
one site.

• However, over a quarter (27%) have never used an

internet site to plan or book a trip, only 19% of Gen
X travelers have not while 36% of those 64+ have
never used the internet for planning or booking a
trip.

• Expedia is most widely used overall (23%).

• Travelocity (16%) and Orbitz (15%) show similar

levels of usage.

• Among airline sites used to book, Delta (15%)

and Southwest (14%) are most often used; 12% use
American Airlines’ site.

Q = Which of the following online sites have you used to

book or make travel arrangements? Please select all that
apply. 89
Base Respondents n = 1000
 Satisfaction with Websites: The Top 20 Sites
Top 20 Extremely Next 21 Extremely
Total Total
Satisfied + Very Satisfied Satisfied + Very Satisfied While no site captures a dominant share of
Cheap Tickets 56% these travelers when they are planning or
Google Maps 80%
booking their leisure trips, rates of
78% Hotwire 56%
Southwest Airlines satisfaction when the sites are used is high.
71% AOL Travel 56%
MapQuest
Costco Travel 54% •Google Maps is used by nearly 30% of
AAA.com 71%
travelers, with 80% extremely or very
70% AARP Travel by Expedia 53%
Delta Airlines satisfied with the experience. Ninety-three
69% Lonelyplanet.com 53% percent of Gen Y say they are extremely or
Expedia
Woodalls or Trailer Life 53% very satisfied.
Yahoo! Travel 69%
CheapOair.com 52%
TripAdvisor 67% •Of the almost 20% of travelers who use
Yahoo! Maps 66% AARP.com 50% Southwest Airlines’ site, 40% are
Travelzoo 49% extremely satisfied and 78% saying they
Travelocity 64%
are either extremely or very satisfied with
64% Reserve American 49%
American Airlines their experience.
63% USAA Travel 47%
Orbitz
Camping.com 46% •Thirty-one percent used Mapquest and
Fodors.com 63%
72% say they are extremely or very
63% BJ's Travel 46%
Frommers.com satisfied with their experience. Travelers
62% Sam's Club Travel 46% 64+ show the highest rate of satisfaction
JetBlue Airlines
Roughguides.com 39% (77%).
Continental Airlines 61%
GoCampingAmerica.com 33%
Kayak 61% •Detailed information on satisfaction rates is
61% SmarterTravel 30% available at the end of the report and in the
Bing Maps
Yapta 28% crosstabs.
Facebook 57%
56% Some other online site 63%
Priceline.com
Other Hotel website 77%
Q = How satisfied were you with your experience using the
following online sites? 90
Base Respondents = 1000
Note: Sub-segment data is available in the cross tabs.
Satisfaction with Websites in Planning Leisure Trip

About half (49%) of drive market travelers say they are very satisfied with the websites they used for trip planning in the
last twelve months.

Top 2 – Very and Somewhat Satisfied Online Websites

Very Somewhat

47% 46% 45%

49% 48%
51%

49% 51% 52% 48%

47% 43%

Total 50+ Gen Y Gen X Boomers Silent

Q = Still thinking about the leisure trips you have taken in the past
12 months with different people and for different reasons, how
satisfied are you with the online websites and trip planning.
Base Respondents n = 1000 91
Publications Read
• Publications read varies by generation.

• Community newspapers are read by 42% of the total population responding; 20% of those under 29 with increasingly
higher percentages for other generations: 36% for Gen X, 52% for Boomers and 60% for those travelers 64+.

• A third (31%) read news or entertainment magazines. Readership of news magazines increases with the age for
drive travelers, while readership of entertainment magazines decreases with age. Twenty-six percent read national
newspapers, with the lowest among Gen Y (20%) and highest among Boomers (29%). A slightly higher percentage of
travelers surveyed read travel-related magazines (28%).

Car
• While 23% of the overall
Publications Read Total 50+ Gen Y Gen X Boomers Silent population surveyed say
Only
Community newspaper 42% 56% 49% 20% 36% 52% 60%
they read fashion or
News magazines 31% 37% 31% 25% 26% 34% 41%
homemaking
magazines, as many as
Entertainment magazines 31% 22% 27% 37% 38% 28% 17%
28% of Gen Y and as few
Travel related magazines 28% 30% 22% 22% 28% 29% 30%
as 15% of those 64+ read
National newspaper 26% 28% 23% 20% 25% 29% 27%
these types of
General interest, city life or regional magazines 25% 27% 23% 23% 21% 29% 24%
publications.
Fashion/homemaking magazines 23% 20% 23% 28% 22% 25% 15%
Food/Wine related magazines 21% 20% 19% 18% 24% 21% 19% • More younger travelers
Sports related magazines, 18% 15% 16% 23% 22% 14% 16% read sports-related
Financial magazines 16% 17% 14% 14% 16% 15% 21% magazines, 23% versus
History related magazines 15% 20% 15% 14% 10% 17% 22% 18% for the population
Outdoor sports magazines (hunting, fishing, overall. Financial
15% 14% 14% 15% 17% 13% 16%
golfing) magazines appeal more
Art or Cultural related magazines 13% 14% 12% 14% 12% 15% 12%
to travelers 64+: 21%,
Other 8% 11% 9% 2% 7% 9% 12% versus 16% of the
None of these 15% 13% 17% 19% 16% 15% 10% population surveyed
Q = Which of the following types of publications
overall.
do you typically read, either in print or online?
92
Base Respondents n = 1000
Travel Publications Read

• Travel + Leisure is the most popular

travel magazine among drive travelers,
read by over half of the population
surveyed (53%).

• About a third of travel magazine readers

also read National Geographic (36%),
AAA magazine (35%), Southern Living
(30%) and National Geographic
Traveler (30%).

• About a quarter of those surveyed read

AARP magazine (27%), including 38%
of Boomers and 60% of those 64+ .

Q = Which of the following types of travel publications

do you typically read, either in print or online?
93
Base Respondents n = 276
Websites Regularly Visited

• In terms of sites regularly visited Google is

visited by the greatest percentage of drive
travelers (55%).

• Facebook is also visited by over half (54%)

of the travelers surveyed. The disparity
between the generations is quite high, with
70% of Gen Y regularly visiting Facebook,
as well as 60% Gen X, 49% of Boomers and
35% of those 64+.

• Two-fifths of travelers visit Yahoo! (39%),

and about a third visit YouTube,
Weather.com and Mapquest (32%, 31%,
31% respectively). YouTube is visited much
more (46%) by those under 29 than by those
64+ (16%).
Data under 2% is not listed
• Wikipedia and Craigslist also have a wide
gap among the ages of their visitors. While
both capture a quarter (25%) of total
travelers surveyed, they are visited by a
much lower percentage of 64+ drive
travelers (16% and 14%, respectively).

Q = Which, if any, of the following Internet

sites do you regularly visit?
94
Base Respondents n = 1000
Websites Regularly Visited

I Don’t Read or
I Read This I Post on This
Social Networking Post on This
Social Social
Site Use
Networking Site Networking Site
Social • Of the Social Networking sites used on a
Networking Site regular basis, Facebook is read by a large
Facebook.com 82% 78% 4% majority (82%) of the travelers surveyed, with
little variation among ages. Gen Y and Gen X
Twitter.com 25% 19% 69%
travelers who access Facebook are the most
MySpace.com 22% 13% 73% likely to say they post on the site: 81% for
LinkedIn.com
each, versus 74% for Boomers and 73% for
21% 13% 74%
those 64+.
Yelp.com 9% 4% 88%
• A quarter of these travelers say they read
Bebo.com 6% 2% 93%
Twitter, including 36% of Gen Y, 28% of Gen
Foursquare.com 4% 5% 92% X, 18% of Boomers, and 7% of those 64+.
One-fifth (19%) of travelers who access Twitter
TripIt.com 4% 3% 94%
say they post on it, 26% among Gen Y, 25%
Secondlife.com 4% 2% 95% among Gen X, 12% of Boomers, and 2% of
those 64+ posting on Twitter.
Friendster.com 3% 4% 94%

Others 35% 36% 54%

Q = Which of the following social networking sites do you use

on a regular basis? Please indicate if you read this social
networking site, post on this social networking site or read and
post on this social networking site. Check all that apply.
Base Respondents n =583 95
Length of Social Networking Site Usage

• More than half of those surveyed who use social

networking sites have been using them for two years or
more (54%), including 68% of Gen Y, 61% of Gen X, 41%
of Boomers, and only 35% of those 64+.

• At the same time, many are just beginning to use social

networking sites – 37% have been using them for
between 6 months and 2 years.

Q = How long have you used social networking sites?

Base Respondents n = 805 96
The Drive Market

Devices Owned & Used

97
Devices Owned
• Sixty-two percent of drive travelers say they own a standard cell phone, with the highest rate of ownership reported by
those 64+ (72%). Thirty-eight percent own a portable navigation device, again with the highest percentage of 64+
travelers (43%).

• Overall, 35% of the population have a Smartphone, including 49% of Gen Y and 46% of Gen X. These devices are owned by
fewer 64+ respondents (15%).

• More than a quarter (28%) of travelers surveyed own an iPod. Half of Gen Y travelers surveyed own this device (50%) but
declines among older generations.

Devices Owned Total 50+ Car Only Gen Y Gen X Boomers Silent
Cell phone (without email and web access) 62% 69% 66% 53% 58% 66% 72%
Portable Navigation Device or GPS system 38% 40% 38% 37% 39% 36% 43%
Video game consoles (e.g. Xbox, PS2/3, Wii) 35% 15% 33% 56% 48% 25% 8%
Smartphone with email and web access 35% 19% 27% 49% 46% 25% 15%
HDTV programming from your TV service provider 33% 27% 33% 39% 38% 28% 28%
Portable DVD player 32% 27% 31% 37% 34% 31% 24%
DVR device/service to pause, skip or record live TV 31% 25% 29% 34% 37% 27% 25%
MP3 player or portable digital music player (not iPod) 30% 19% 26% 42% 36% 25% 13%
IPod 28% 14% 25% 50% 35% 20% 9%
Handheld video game player (e.g. Nintendo DC, PSP) 21% 9% 18% 34% 29% 15% 3%
E-reader (Nook, Kindle, etc.) 13% 11% 12% 13% 16% 12% 10%
TV streaming device for your computer (e.g. Slingbox) 8% 4% 5% 17% 10% 5% 3%
IPad 7% 4% 5% 14% 7% 5% 4%
None of the above 4% 6% 4% 3% 1% 5% 7%
Don't know/rather not say 2% 1% 1% 2% 2% 1% 1%

Q = For each of the following please indicate if you own the device
and if it is something you take with you on your leisure trips.
98
Base Respondents n = 1000
Devices Used
• While 62% say they own a standard cell phone, only 43% overall say they use the phone on their leisure trips. More
than half of travelers over 64 (53%) use their cell phone on a leisure trip, but only 11% in the same age group use a
smartphone with email and web access.

• Overall, 35% of drive travelers own a smartphone, but only 26% use it on their leisure trips. Smart phones are used
most by Gen Y and Gen X travelers on leisure trips (36% each).

Devices Used Total 50+ Car Only Gen Y Gen X Boomers Silent
Cell phone (without email and web access) 43% 50% 48% 36% 40% 46% 53%
Portable Navigation Device or GPS 30% 31% 31% 27% 31% 28% 35%
Smartphone with email and web access 26% 15% 21% 36% 36% 19% 11%
iPod 19% 10% 15% 34% 22% 14% 6%
MP3 player or portable digital music player (not Ipod) 16% 9% 14% 23% 22% 11% 6%
Portable DVD player 16% 10% 16% 20% 20% 13% 8%
Handheld video game player 12% 5% 10% 22% 15% 8% 3%
iPad 6% 3% 4% 10% 7% 3% 3%
Video game consoles 5% 2% 2% 11% 5% 2% 2%
TV streaming device for your computer 3% 2% 1% 6% 4% 2% 1%
DVR device/service to pause, skip or record live TV 3% 2% 2% 3% 5% 2% 2%
HDTV programming from your TV service provider 3% 2% 1% 4% 3% 2% 1%
E-reader (Nook, Kindle, etc.) 9% 8% 8% 11% 8% 9% 7%
None of the above 8% 12% 8% 6% 5% 11% 12%
Don't know/rather not say 17% 2% 2% 17% 15% 19% 20%
No Answer 15% 16% 16% 15% 12% 16% 19%

Q = For each of the following please indicate if you own the device
and if it is something you take with you on your leisure trips.
99
Base Respondents n = 1000
The Drive Market

Psychographics

100
Important Factors in Choosing Activities: Top 2

Top 2 – (Very Important and Somewhat Important) Total Leisure 50+ Car Only Gen Y Gen X Boomers Silent

Relaxing and relieving stress 92% 94% 90% 91% 90% 95% 92% 87%

Creating lasting memories 89% 92% 84% 88% 89% 94% 89% 80%
Enriching my relationship with my spouse/partner
83% 88% 81% 82% 80% 86% 83% 79%
/children/grandchildren
Trying a new experience 82% 87% 74% 77% 87% 89% 79% 69%

Desire to get outdoors/explore nature 74% NA 66% 71% 76% 82% 72% 61%

To stimulate your mind/be intellectually challenged 72% 75% 69% 69% 70% 77% 71% 68%

Learning more about history and local cultures 72% 73% 73% 67% 66% 75% 73% 71%

Having stories to share back home 68% 72% 56% 63% 79% 79% 63% 48%

Explore a different culture 65% 70% 58% 57% 67% 72% 63% 52%

Pampering yourself 63% 66% 57% 57% 66% 68% 63% 50%
Providing educational experiences for my children
52% 61% 45% 48% 53% 61% 50% 39%
or grandchildren
Seeking out solitude and isolation 52% 53% 48% 49% 55% 56% 52% 43%

Pursuing a hobby 52% 53% 41% 45% 66% 55% 47% 37%

Challenging myself physically, to feel physically energized 48% 51% 34% 39% 63% 60% 38% 30%

Attending or participating in a competitive sport or other event 33% NA 20% 24% 49% 40% 26% 16%

Learning more about religion or going on a pilgrimage 29% NA 21% 21% 44% 30% 22% 21%

Q = How important are each of the following factors when

choosing the types of activities you do on a leisure trip? 101
Base Respondents n = 1000
Most Important Reasons for Choosing Activities on Trip

Q = How important are each of the following factors when

choosing the types of activities you do on a leisure trip?
Base Respondents n = 1000 102
Most Important Reasons for Choosing Activities on Trip

• Relaxing and relieving stress is important to almost all drive travelers; 92% say this is important overall, and 57%
say it is very important. Sixty-five percent of Gen X say this is a very important factor, compared to only 42% of those
64+.

• Almost the same percentage (89%) say that creating lasting memories is an important factor in their choice of
leisure trip activity. For 62% of Gen X this is very important, compared to only 36% of those 64+.

• Enriching their relationship with their spouse or children is an important motivator for 83% of the overall
population responding to the survey, and is very important to more than half (51%).

• Almost three-quarters (72%) say learning more about history and local culture is an important factor when
choosing a type of activity. Gen Y respondents say this least often (66%) while Gen X say it most often (75%).

• More than half say that providing educational experiences for their children or grandchildren is an important
factor in choosing the type of activity they will engage in on a leisure trip. Across the generations, Gen X says this the
most: 61% of these travelers believe it is important, and more than a quarter (28%) say it is very important.

• For 65% of drive travelers surveyed, exploring a different culture is an important factor in their choice of activities,
and 23% say it is very important. There is a 20 percentage point gap between Gen X and those 64+ who feel this is
important, with 72% of Gen X saying this is an important factor compared to only 52% of travelers 64+.

103
Most Important Reasons for Choosing Activities on Trip

• More than a quarter of the travelers surveyed say that stimulating the mind and pursuing an intellectual
challenge is a very important factor in deciding what activities to engage in on their leisure trip (29%) and 72%
say it is important. There is little difference among age groups.

• Just under half (48% ) consider a physical challenge an important factor. However, this varies considerably
among age groups (63% of Gen Y travelers, 60% of Gen X, 38% of Boomers and 30% of those 64+).

• The majority of travelers (68%) surveyed say that having stories to share is an important factor. Younger
travelers say this more often than older travelers; 79% of Gen Y and Gen X, 63% of Boomers and 48% of those
64+.

• For half of travelers surveyed (52%), seeking solitude is an important factor in decision making. Fewer travelers
say this (43%) among those 64+.

• Over three-fifths (63%) say being pampered is an important factor in their decision of what activities to
participate in. Among the age groups, there is a higher percentage of younger travelers who feel this way: two-
thirds of Gen Y (66%), Gen X (68%), and 63% of Boomers compared to 50% of those 64+.

• The variation among generations on the importance of pursuing a hobby is notable. While 52% of the overall
population say this is an important factor in their decision, it is highest (66%) among Gen Y, followed by 55% of
Gen X, 47% of Boomers, and 37% of those 64+.

104
Most Important Reasons for Choosing Activities on Trip

• More than a third (35%) indicate trying a new experience is a very important factor in their decision of activity to
pursue; 82% of this group say it is important. Among the generations, Gen X agreed most— 89% of these travelers
say it is important with 42% saying it is very important. Forty-four percent of Gen Y say it is very important with 87% of
these respondents saying it is important. More than three-quarters (79%) of Boomers agree compared to 69% of those
64+.

• There is wide range in responses to whether learning about religion or going on a pilgrimage is an important factor
in making decisions about what activities to engage in. Twenty-nine percent of the driver travelers overall say it is
important, 44% of Gen Y, 30% of Gen X, 22% of Boomers and 21% of those 64+.

• Almost a third (31%) of all travelers surveyed say their desire to get outdoors and explore nature is a very important
factor in their choice of activity. Among generations, 40% of Gen X consider it very important compared to 18% of those
64+.

• Exploring nature is an important factor to almost three quarters (74%) of these drive travelers— 76% of Gen Y, 82% of
Gen X, 72% of Boomers, and 61% of those 64+.

• While 33% of the travelers surveyed say that attending or participating in sport or other event is important as a
factor in their decision making, almost half (49%) of Gen Y agree compared to 40% of Gen X, 26% of Boomers, and
16% of those 64+.

105
Motivating Factors Top 2

• Four-fifths (81%) of drive market travelers agree that they

enjoy visiting attractions and towns along the way to
their final destination. Among the generations, almost half
(46%) of Gen Y but only 26% of travelers 64+ agree
strongly with this statement.

• Seventy-one percent of travelers surveyed agree that they

want their travel experience to be educational. There
is little variation among the generations.

• More than half (54%) of travelers surveyed say they are willing to pay more for travel experiences that don’t harm the
environment.

• There is slightly more variation among generations about pursuing a challenge as part of their leisure trip. Overall, 69% of
the travelers surveyed agree they like to do this, including 79% of Gen Y, 71% of Gen X, 68% of Boomers, and 60% of those
64+.

Q = Please indicate how strongly you agree with each of the

following statements as they apply to your leisure travel.
106
Base Respondents n = 1000
Satisfaction with Websites: The Top 20 Sites
Top 20 Extremely Total
Satisfied + Very Satisfied

80%
Google Maps • Eighty percent of drive market travelers are extremely or very satisfied with their experience of
Southwest Airlines 78% Google Maps; 49% of Gen Y say they are extremely satisfied.

MapQuest 71% • Among low cost airline sites, over three-quarters, 78%, say they are extremely or very satisfied
AAA.com 71% with their experience of Southwest Airlines’ site while 62% this about JetBlue’s website.
Delta Airlines 70%
• Satisfaction with the experience of Mapquest is highest among those travelers 64+ (77%) with
Expedia 69% 71% of drive travelers overall saying they are very or extremely satisfied.
Yahoo! Travel 69%
• Among major carriers, the Delta’s website has slightly higher satisfaction rates than American
TripAdvisor 67% Airlines; 70% versus 64% said they are extremely or very satisfied with the experience.
Yahoo! Maps 66%
• Drivers are highly satisfied with their experiences using Expedia; 69% are extremely or very
Travelocity 64% satisfied; this rises to 77% among Gen Y, with 31% of these users extremely satisfied. Sixty-six
American Airlines 64% percent of those 64+ are extremely or very satisfied with Expedia.

Orbitz 63% • Among Yahoo! Maps website users, 66% are highly satisfied with it, including 79% of Gen Y
Fodors.com 63% and 55% of Gen X who are either very or extremely satisfied with Yahoo! Maps.

Frommers.com 63% • Sixty-seven percent of drive market travelers are either very or extremely satisfied with their
JetBlue Airlines 62% experience of Trip Advisor. Eighty-one percent of Gen X and about half of both Gen Y and the
64+ travelers using Trip Advisor are very or extremely satisfied.
Continental Airlines 61%
Kayak 61% • Nearly the same percentage (65%) are extremely or very satisfied with Travelocity, with higher
rates of satisfaction among Gen X (72%). Additionally, 21% of those 64+ are extremely satisfied.
Bing Maps 61%
Facebook 57% • More than three-fifths (63%) are either extremely or very satisfied with their experience of using
Priceline.com 56% Orbitz. Among travelers using Priceline, the same percentage (63%) agree, with 22%
extremely satisfied with their experience.
Q = How satisfied were you with your experience
using the following online sites?
107
Base Respondents = 1000
 Satisfaction with Websites: Following the Top 20
Next 21 Extremely
Total
Satisfied + Very Satisfied
Cheap Tickets 56% • More than half (56%) of Cheap Tickets website users said they are very or
56%
extremely satisfied with their experience. Satisfaction declines with age of
Hotwire
generation, while 36% of Gen Y are extremely satisfied, only 11% of those 64+
AOL Travel 56% agree.
Costco Travel 54%
53%
• Among travelers using Hotwire and AOL Travel, the same (56%) are very or
AARP Travel by Expedia
extremely satisfied. Satisfaction again declines with age for Hotwire, 23% of Gen
Lonelyplanet.com 53% X are extremely satisfied with their experience, compared to 10% of those 64+.
Woodalls or Trailer Life 53%
CheapOair.com 52%
AARP.com 50%
Travelzoo 49%
Reserve American 49%
USAA Travel 47%
Camping.com 46%
BJ's Travel 46%
Sam's Club Travel 46%
Roughguides.com 39%
GoCampingAmerica.com 33%
SmarterTravel 30%
Yapta 28%
Some other online site 63%
Other Hotel website 77%

Q = How satisfied were you with your experience using the 108
following online sites? Base Respondents n = 1000
Note: Details on sub-segments can be found in the crosstabs.
The Project 85 Think Tank

Armed with the knowledge gleaned from the syndicated

research, Solutionz has created an ongoing organization
for industry innovators to collectively investigate the
potential of the drive market.

Our inaugural session was held in conjunction with

TravelCom in Las Vegas on March 29th, 2011. The second
one is planned for the fall of 2011 in New York City. For
more information, see
http://www.solutionz.com/project85.html.

Think Tank Objectives:

• Explore the changes needed systemically in the industry to

Also, join our group on Facebook effectively support the drive market traveler

http://www.tinyurl.com/project85 • Collaborate on how to market to the drive traveler

• Evaluate the business model changes that may be necessary

• Learn what others are doing to serve this highly attractive

market

• Network with other organizations that are also assessing the

potential of this market

109