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Emotional Power of Travel Now Trumps Americans’ Economic Concerns
Despite years of a challenging economic climate, new research points to a revival of the most meaningful driver of American vacations: the emotional connection between travel and quality of life. Leisure travelers are doing less of the things that characterized the economic hardship of recent years and are now adopting more behaviors that confirm the importance of travel in their emerging lifestyles, according to the newly released MMGY Global/Harrison Group 2012 Portrait of American Travelers, a nationally-representative survey of 2,527 U.S. households.
The in-depth, annual survey reveals that while the average number of overnight leisure trips taken during the past year has remained essentially unchanged versus the previous year, the motivations underlying these getaways are evolving. "Trading down," "staycations" and other cost-conscious travel behaviors that emerged during the Great Recession have waned, and the new findings augur well for a boost in 2013 travel spending thanks to a renewed interest in quality experiences that Americans deem "worth it."
Key insights from the new MMGY Global/Harrison Group 2012 Portrait of American Travelers reveal that today's travelers:
The MMGY Global/Harrison Group 2012 Portrait of American Travelers is a national survey of 2,527 U.S. households. The results provide a detailed examination of the impact of the current economic environment, social values and emerging media habits of Americans with an annual household income of $50,000 or more who have taken at least one overnight trip of 75 miles or more from home during the previous 12 months.
For more information about these insights, other industry research, to order a report or a custom subset analysis, visit http://www.mmgyglobal.com.
About MMGY Global
MMGY Global is a $150 million integrated global marketing firm with more than 35 years of experience in the travel, hospitality and entertainment industries. For more information, visit www.mmgyglobal.com.
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