Americans are more positive about the number of days they intend to travel this spring but they are not as positive about their spending according to a national survey by D.K. Shifflet & Associates.
While both measures are up over 2011, the net increase for leisure travel is greater than planned spending indicating that travelers plan to travel more and spend less. It is notable that a significant proportion of Americans remain unsure about their leisure travel intentions.
“Given the high level of travel uncertainty coupled with the positive direction of leisure travel, it’s not surprising that flash sales and daily deals are catching on with the American consumer” according to Chris Klauda, Vice President at D.K. Shifflet & Associates. “Increased revenue will come to travel marketers who can convince unsure Americans to travel to their destinations, hotels and attractions with a great value offering.”
In 2012, D. K. Shifflet & Associates began producing quarterly travel intention reports to help marketers anticipate and plan for fluctuations in travel demand and spending. Summer 2012 intentions will be available in May.
Results based on a representative sample of the U.S. population (n=8051) interviewed in January 2012 for spring travel intentions by D.K. Shifflet & Associates Ltd. DKSA is located in McLean, VA and has, for the last 27 years, provided the Industry’s most complete consumer based travel data on U.S. residents and their travel worldwide.
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