According to a recent Maritz(R) Poll, rising travel costs won't be a deterrent to family holiday gatherings this year. U.S. highways and airways will be just as congested this holiday season, as Americans still plan to travel regardless of gas prices being 33 cents higher than last year.*
Still Traveling After All These Years
The consumer research survey, which polled 2,007 Americans on their holiday travel plans and spending, revealed that the percentage of people who plan to travel remained similar to the past several years:
Year Percentage That Planned Holiday Travel
2005 27 percent
2004 25 percent
2003 26 percent
2002 28 percent
The poll taken this past month, when gas prices were near their peak, showed that only 8 percent of total respondents planned to cancel a trip they would normally take due to higher gas prices. The majority of these consumers described themselves as less habitual holiday travelers, with only a few regular holiday travelers indicating that rising gas prices affected their plans this year. Apparently, those canceling plans were offset by approximately equal numbers who said that they were planning to take a holiday trip this year that they normally don't take.
"At a time when Americans were pumping $40 and $50 into their gas tanks every week, it's surprising to see no decline in the number of people who planned to travel over the holidays," says Rick Garlick, Ph.D., director of strategic consulting for Maritz Research Hospitality Group. "With gas prices declining, it should be a nice gift to those holiday travelers."
Prepared to Pay the Price
Consumers who value holiday travel make it a priority despite higher costs. This year, half (51 percent) of those planning to travel say they will spend more this year than last. This figure is significantly higher than previous years:
Year Percentage Who Plan to Spend More than Last Year
2005 51 percent
2004 39 percent
2003 28 percent
In addition, the average amount travelers plan to spend on holiday travel is up slightly, at $108 more than last year:
Year Planned Spend on Holiday Travel
2005 $1,251.41
2004 $1,143.60
2003 $824.90
"Each year, inflation pushes the cost of travel up, so it's not surprising to see people saying they expect to pay more for holiday travel this year," according to Garlick. "However, when analyzing all the data, including the high percentage of people who plan to spend more and the minimal increase in the actual amount they plan to spend, it would appear that Americans are far more resigned to paying higher costs than in previous years. And, most importantly, they aren't going to let it stop them from traveling."
* The average price of gasoline during the week of Nov. 14 was $2.30, which is a 33 cent increase from the week of Nov. 14 last year. The average price for a gallon of regular grade gasoline in the U.S. when the study was conducted from Oct. 18-31 was $2.60.
Maritz Poll is a national consumer opinion survey conducted periodically by Maritz Research. The recent telephone poll, conducted October 18-31, 2005, featured responses from 2,007 randomly selected adults from throughout the United States. Respondents for this poll were split evenly between males and females. The margin of error for the overall poll is +/-2 percent. The survey polled Americans on their holiday travel plans, their finances in relation to travel and gas prices, modes of travel/transportation, and their opinions about travel, holiday dining, hotel accommodations and service. Maritz Research has been conducting similar holiday travel polls yearly since 2001.
About Maritz Poll
Maritz(R) Poll is a copyrighted poll conducted since 1988 by Maritz Research Inc. Maritz Poll comprises bimonthly surveys on topics related to the automotive, financial services, hospitality, retail, technology, and telecommunications sectors as well as workplace issues. Results of the poll may be used in print or broadcast media, provided credit is given to the Maritz Poll and/or Maritz Research Inc. For more information on Maritz Poll, visit the Web site at http://www.maritzpoll.com/.
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