Morning_Consult-2018年美国人旅游报告（英文）-2018-28页-4mb

Summary of The State of American Travel (2018)

Core Content

This document provides a comprehensive overview of American travel preferences, transportation habits, and accommodation choices based on consumer insights from Morning Consult. It highlights the most desired vacation destinations, the role of online reviews, and the current standing of major travel brands in the U.S. market.

Main Points

Vacation Preferences

• Most Popular Destination: Beach vacations are the most universally appealing, with Hawaii being the most desired domestic destination.
• Interest in Destinations:
  • Hawaii is the most desired destination, with 51% of Americans expressing strong interest.
  • The Grand Canyon and Yellowstone follow closely, with 41% and 40% interest respectively.
  • Other popular destinations include Disneyland/Disneyworld (38%), Niagra Falls (35%), Las Vegas (35%), and Yosemite (33%).
• Preferences for Vacation Types:
  • Americans prioritize affordable and relaxing vacations.
  • Fun for the whole family and romantic are also highly valued, while adventurous and exclusive are less so.
• Gender Differences:
  • Women are more likely to pay attention to online reviews before booking a vacation compared to men.
• Age Differences:
  • Younger generations (millennials and Gen Z) are more inclined to travel abroad, with 50% of millennials preferring international travel if money and time were not an issue.
  • Boomers are just as likely as millennials to use the internet for vacation research.

Transportation Preferences

• Car Preference:
  • Cars are the preferred mode of travel for Americans, with airlines generally lagging behind in popularity.
• Airline Industry:
  • Southwest Airlines is the most popular American airline.
  • The four largest airlines are in tight competition for purchasing consideration.
  • Ticket cost is the most important factor when traveling by plane.
  • Only 24% of Americans are brand loyal to hotels, indicating a lack of preference for specific chains.
• Online Booking:
  • 63% of Americans are satisfied with online flight booking services.
  • Most Americans do not prioritize airline brand preference when booking flights, even if it means paying a premium.

Accommodation Preferences

• Hotel Brand Loyalty:
  • Most Americans do not have a preferred hotel chain, with only 24% indicating they often book a specific chain.
• Airbnb:
  • Airbnb lags behind major hotel chains in terms of brand recognition and purchasing consideration.
  • However, younger generations (Gen Z and Millennials) show greater interest in using Airbnb, suggesting a positive future outlook.

Key Insights

• Affordability and Relaxation are the top priorities for American travelers.
• Beach vacations and Hawaii are the most popular and desired vacation options.
• Cars remain the dominant mode of travel, with airlines struggling to compete in terms of consumer preference.
• Southwest Airlines leads in popularity, but the top four airlines are in a close race for consideration.
• Online reviews play a crucial role in the decision-making process for housing, with less importance for other travel components.
• Brand loyalty is weak in the hotel industry, with Airbnb not yet matching the recognition of major hotel chains.
• Younger generations are more open to international travel and alternative accommodations like Airbnb, signaling a shift in the travel market.

Methodology

• The data was collected from a national sample of 2,202 adults via online interviews conducted between June 4–5, 2018.
• The data was weighted to reflect the demographic composition of the U.S. population.
• The margin of error for the full survey is ±2 percentage points.
• Brand intelligence tracking data was gathered from daily surveys of over 1,800 brands between May 13–June 13, 2018.
• Each brand was surveyed 6,000 times, with some exceptions (e.g., Best Western and Southwest Airlines).

Conclusion

The report underscores a clear trend in American travel behavior: a strong preference for affordable and relaxing vacations, with domestic destinations like Hawaii and beach vacations leading the way. While airlines are not the top choice for transportation, Southwest remains the most popular. Hotel brand loyalty is low, and Airbnb is yet to gain the same level of trust and consideration as traditional hotel chains. However, younger generations show promise for Airbnb and international travel, indicating a potential evolution in the travel industry.