In survey research, what people say they will do and what they actually do are not always the same. DKSA used its historical tracking data to compare people’s travel intentions and actual travel estimates for the past three years. Comparing ten quarters of intended travel to actual travel activity yields an almost perfect correlation between intentions and actual leisure travel by U.S. residents. “This strong relationship in leisure travel makes sense because it is almost entirely discretionary travel which is easier for travelers to predict,” notes Chris Klauda, Vice President at D. K. Shifflet & Associates.
The relationship between intended business travel and actual business travel is less clear. Business travel intentions have been negative for the past ten quarters while actual business travel has increased. This also makes sense because the decision to travel is often not made by the traveler and thus more difficult to predict.
Travel organizations should be ready for a busy summer as DKSA predicts leisure travel to increase about 7% over last year.
D. K. Shifflet & Associates has been producing quarterly travel intention reports to help marketers anticipate and plan for fluctuations in travel demand and spending since 2012. Fall 2014 intentions will be available in August, 2014.
Results based on a representative sample of the U.S. population (n=9348) interviewed in April 2014 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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