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US Travel Market - January 2010

This report explores the US domestic travel market. It provides insight into the external and internal factors affecting domestic travel sales, consumption, consumer trends and what they mean for future sales, promotional campaigns and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • What is the effect of the economic downturn on the overall market
  • How is the rise of video conferencing affecting business travel
  • What segments of the domestic market are stagnating, and what can be done to increase activity
  • How can companies use social media more to their favor in promoting travel vacations and rates
  • How is the rise in ticketing fees and overall price points affecting travel volume
  • How can travel operators take advantage of the economic downturn to appeal to consumers seeking budget-conscious travel options
  • What states receive the greatest travel volume? Which ones receive the least?
  • What are the reasons why people may not be traveling domestically these days and are terrorism and the H1N1 swine flu crisis affecting travel more than the recession
  • How are consumers traveling domestically and how much are they spending per trip

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Travel spending in the U.S. declined 9% in 2009
                        • Corporate travel planners reducing budgets, finding more affordable means
                          • Rising fuel prices caused airfare to spike in late 2008, continuing into 2009
                            • Passenger volume drops 20% in 2009, pushing volume levels to pre-2000
                              • Technology allowing face-to-face online meetings affects business travel
                                • U.S. car rental revenue drops 6.5% in 2009, the first time since 2002
                                  • Frequent flier, loyalty programs declining as consumers shift priorities
                                    • Southwest maintains top spot as leading company during market downturn
                                      • Enterprise Holdings continue to dominate industry in revenues, inventory
                                        • Consumer Survey Findings
                                        • Insights and Opportunities

                                          • Provide seat, flight transparency to consumers before they enter the airport
                                            • High-speed rail is positioned to encourage increased domestic travel
                                            • Inspire Insights

                                                • I Travel, Therefore I Am
                                                  • What’s it all about?
                                                    • What we’ve seen
                                                      • Specifics
                                                        • Implications
                                                          • Fresh Travel
                                                            • What’s it all about?
                                                              • What we’ve seen
                                                                • Implications
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Sales expected to return to 2007 levels in 2010
                                                                      • Figure 1: Total U.S. travel spending revenues, at current prices, 2004-10
                                                                      • Figure 2: Total U.S. travel spending revenues, at inflation adjusted prices, 2004-10
                                                                  • Competitive Context

                                                                    • Technology allowing face-to-face online meetings affects business travel
                                                                      • Terrorism, H1N1 less factors in preventing travel; greatest is recession
                                                                        • Figure 3: Reasons why domestic travelers did not take a trip in the U.S. in the past 12 months, by age, October 2009
                                                                      • One third of all household respondents report needing to save than travel
                                                                        • Figure 4: Reasons why domestic travelers did not take a trip in the U.S. in the past 12 months, by household income, October 2009
                                                                    • States Domestic Travelers Visit

                                                                      • Key points
                                                                        • Florida, California, Texas, Nevada, New York, top states visited
                                                                            • Figure 5: Vacations taken within the U.S. in past 12 months, by age, April 2008-June 2009
                                                                        • How Domestic Travelers Travel

                                                                          • Key points
                                                                            • Automotive travel most preferred option for U.S. domestic travel
                                                                              • Buses, recreational vehicles may have similar appeal but to different age groups
                                                                                • Figure 6: How domestic travelers traveled within the U.S. in past 12 months, by age, April 2008-June 2009
                                                                            • Segment Performance—Airlines

                                                                              • Key points
                                                                                • Southwest Airlines most preferred airline among respondents
                                                                                  • Figure 7: Airline preference among those who traveled within the U.S. in past 12 months, by age, April 2008-June 2009
                                                                                • Passenger volume drops 20% in 2009, pushing volume levels to pre-2000
                                                                                  • Figure 8: Number of U.S. domestic passengers traveled via plane, 2000-09*
                                                                              • Segment Performance—Lodging

                                                                                • Key points
                                                                                  • Lodging expected to increase 2.5% in room units in 2010 from last year
                                                                                    • Figure 9: Where domestic travelers stay when traveling within the U.S. in past 12 months, by age, April 2008-June 2009
                                                                                    • Figure 10: Where domestic travelers stay when traveling within the U.S. in past 12 months, by household income, April 2008-June 2009
                                                                                  • Best Western and Comfort Inn preferred equally among survey respondents
                                                                                    • Figure 11: Hotel/motel preferred when traveling within the U.S. in past 12 months, by age, April 2008-June 2009
                                                                                • Segment Performance—Car Rental

                                                                                  • Key points
                                                                                    • Majority of respondents report they do not rent cars on vacations
                                                                                      • Figure 12: Car rental preference among people who traveled within the U.S. in past 12 months, by age, April 2008-June 2009
                                                                                    • Enterprise leading car brand favored by survey respondents
                                                                                      • Figure 13: Car rental company preference among people who traveled within the U.S. in past 12 months, by age, April 2008-June 2009
                                                                                    • U.S. car rental revenue drops 6.5% in 2009, the first time since 2002
                                                                                      • Figure 14: U.S. car rental revenue, 1999-2009
                                                                                      • Figure 15: U.S. car rental cars in service, 1999-2009
                                                                                  • Amount Domestic Travelers Spend While Traveling

                                                                                    • Key points
                                                                                      • Majority of respondents spending less than $300 for domestic travel
                                                                                          • Figure 16: Average amount spent for domestic vacation in past 12 months, by age, April 2008-June 2009
                                                                                        • Middle-income households spending less than $300 in relatively equal rates
                                                                                          • Figure 17: Average amount spent for domestic vacation in past 12 months, by household income, April 2008-June 2009
                                                                                      • Market Drivers

                                                                                        • Security measures tighten at airports, potentially frustrating travelers
                                                                                          • Corporate travel spending down, reducing domestic business volume
                                                                                            • Travel volume for domestic summer trips declining to pre-2003 levels
                                                                                              • Figure 18: Number of summer (June, July, August) leisure travel trips, 2001-09
                                                                                            • Rising fuel prices caused airfare to rise in early 2008
                                                                                              • Figure 19: Average domestic second quarter airfares, 2000-09*
                                                                                              • Figure 20: Average domestic second quarter airfares, 2000-09*
                                                                                          • Leading Companies

                                                                                            • Key points
                                                                                                • Figure 21: Top 25 U.S. Hotels based on number of rooms, March 2009
                                                                                              • Southwest maintains top spot as leading airline during market downturn
                                                                                                • Figure 22: Top 10 U.S. Airlines, by domestic scheduled enplanements, October 2008-October 2009
                                                                                              • Enterprise Holdings continue to dominate industry in revenues, inventory
                                                                                                • Figure 23: U.S. car rental market by fleet, locations and revenue, 2008-09
                                                                                            • Innovation and Innovators

                                                                                              • Pet Airways creates business model to accommodate diehard pet owners
                                                                                                • Website allows users to track flight status, delay status of certain flights
                                                                                                  • Intercity buses, Amtrak, provide wireless access to increase ridership rates
                                                                                                  • Advertising and Promotion

                                                                                                    • Operators reacting to recession by revamping brands, emphasizing value
                                                                                                      • Frequent flier, loyalty programs declining as consumers shift priorities
                                                                                                        • Online allows interactive opportunities such as video, social networking
                                                                                                          • Television broadcast spots portray domestic travel as act of rediscovery
                                                                                                              • Figure 24: Michigan tourism ad, 2010
                                                                                                              • Figure 25: West Yellowstone Montana Tourism ad, 2010
                                                                                                              • Figure 26: Key West ad, 2010
                                                                                                          • Who Travels Domestically and Why

                                                                                                            • Key points
                                                                                                              • Male respondents more likely to travel for business than females
                                                                                                                  • Figure 27: Who travels domestically and why, by gender, October 2009
                                                                                                                • Respondents aged 25-34, 35-44 most likely to take business trips
                                                                                                                    • Figure 28: Who travels domestically and why, by age, October 2009
                                                                                                                  • Respondents with highest household incomes most likely to travel
                                                                                                                      • Figure 29: Who travels domestically and why, by household income, October 2009
                                                                                                                  • Reasons Consumers Do Not Travel Domestically

                                                                                                                    • Key points
                                                                                                                      • Economy plays biggest role in keeping travel down
                                                                                                                          • Figure 30: Reasons not to travel domestically, by gender, October 2009
                                                                                                                      • What Domestic Travelers Rent While Traveling

                                                                                                                        • Key points
                                                                                                                          • Male respondents more active in renting bicycles, etc., than female
                                                                                                                              • Figure 31: What domestic travelers rent while traveling, by gender, October 2009
                                                                                                                            • Young adults were most likely to rent recreational vehicles on U.S. trips
                                                                                                                                • Figure 32: What domestic travelers rent while traveling, by age, October 2009
                                                                                                                              • Higher household income respondents most likely to rent motorcycles
                                                                                                                                  • Figure 33: What domestic travelers rent while traveling, by household income, October 2009
                                                                                                                              • What Domestic Travelers Do When Traveling

                                                                                                                                • Key points
                                                                                                                                  • More female than male respondents shop, eat at restaurants on trips
                                                                                                                                      • Figure 34: Activities domestic travelers engage in while traveling, by gender, October 2009
                                                                                                                                    • Young respondents most likely to choose concerts, sports events
                                                                                                                                        • Figure 35: Activities domestic travelers engage in while traveling, by age, October 2009
                                                                                                                                      • Higher household income respondents more likely to try various activities
                                                                                                                                          • Figure 36: Activities domestic travelers engage in while traveling, by household income, October 2009
                                                                                                                                      • How Domestic Travelers Research Their Trips

                                                                                                                                        • Key points
                                                                                                                                          • Recommendation by family, friends tops list of how travelers research
                                                                                                                                              • Figure 37: Methods for researching domestic travel trips, by gender, October 2009
                                                                                                                                            • Young and middle-aged travelers most likely to seek outside travel help
                                                                                                                                                • Figure 38: Methods for researching domestic travel trips, by age, October 2009
                                                                                                                                              • High-income households most likely to use travel websites, books
                                                                                                                                                  • Figure 39: Methods for researching domestic travel trips, by household income, October 2009
                                                                                                                                              • How Domestic Travelers Book Their Tickets

                                                                                                                                                • Key points
                                                                                                                                                  • Male respondents more likely than females to book trips by phone, online
                                                                                                                                                      • Figure 40: How domestic travelers book their tickets, by gender, October 2009
                                                                                                                                                    • Middle-aged and older respondents show most comfort booking by phone
                                                                                                                                                        • Figure 41: How domestic travelers book their tickets, by age, October 2009
                                                                                                                                                      • Highest-income households more at ease with self-booking
                                                                                                                                                          • Figure 42: How domestic travelers book their tickets, by household income, October 2009
                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • Blacks least likely to afford a domestic trip; may be working the least
                                                                                                                                                            • Figure 43: Reasons why domestic travelers did not take a trip in the U.S. in the past 12 months, by race and Hispanic origin, October 2009
                                                                                                                                                          • Asian respondents most likely to travel for personal or business reasons
                                                                                                                                                              • Figure 44: Who travels domestically and why, by race and Hispanic origin, October 2009
                                                                                                                                                            • Hispanics most likely to rent recreational vehicles while traveling
                                                                                                                                                                • Figure 45: What domestic travelers rent while traveling, by race and Hispanic origin, October 2009
                                                                                                                                                              • White respondents more likely to try a variety of activities on trips
                                                                                                                                                                  • Figure 46: Activities domestic travelers engage in while traveling, by race and Hispanic origin, October 2009
                                                                                                                                                                • Hispanic respondents most likely to use a variety of research sources
                                                                                                                                                                    • Figure 47: Methods for researching domestic travel trips, by race and Hispanic origin, October 2009
                                                                                                                                                                  • Hispanic respondents most likely to use third-party sites like Expedia
                                                                                                                                                                      • Figure 48: How domestic travelers book their tickets, by race and Hispanic origin, October 2009
                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                      • Activators
                                                                                                                                                                        • Casual Tourists
                                                                                                                                                                          • Visitors
                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                              • Figure 49: U.S. travel clusters, October 2009
                                                                                                                                                                              • Figure 50: Activities engaged in during domestic travel, by U.S. travel clusters, October 2009
                                                                                                                                                                              • Figure 51: Resources used for domestic travel, by U.S. travel clusters, October 2009
                                                                                                                                                                              • Figure 52: How domestic travel is purchased, by U.S. travel clusters, October 2009
                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                              • Figure 53: U.S. travel clusters, by gender, October 2009
                                                                                                                                                                              • Figure 54: U.S. travel clusters, by age group, October 2009
                                                                                                                                                                              • Figure 55: U.S. travel clusters, by household income group, October 2009
                                                                                                                                                                              • Figure 56: U.S. travel clusters, by race, October 2009
                                                                                                                                                                              • Figure 57: U.S. travel clusters, by Hispanic origin, October 2009
                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Air Transport Association of America Inc., The
                                                                                                                                                                              • American Bus Association
                                                                                                                                                                              • American Hotel & Lodging Association (AH&LA)
                                                                                                                                                                              • American Society of Travel Agents
                                                                                                                                                                              • Baymont Inns & Suites
                                                                                                                                                                              • Best Western International Inc.
                                                                                                                                                                              • Choice Hotels International
                                                                                                                                                                              • Dollar Thrifty Automotive Group, Inc.,
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Global Business Travel Association
                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                              • Hilton Hotels Corporation
                                                                                                                                                                              • Interactive Travel Services Association
                                                                                                                                                                              • InterContinental Hotels Group PLC
                                                                                                                                                                              • International Air Transport Association
                                                                                                                                                                              • International Trade Administration
                                                                                                                                                                              • International Travel Services Association (ITSA)
                                                                                                                                                                              • JetBlue Airways Corporation
                                                                                                                                                                              • Marriott International, Inc.
                                                                                                                                                                              • National Tour Association
                                                                                                                                                                              • National Tour Association (NTA)
                                                                                                                                                                              • Office of Travel and Tourism Industries
                                                                                                                                                                              • PricewaterhouseCoopers
                                                                                                                                                                              • Receptive Services Association (RSA)
                                                                                                                                                                              • Red Roof Inns
                                                                                                                                                                              • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                                                              • The Bureau of Transportation Statistics
                                                                                                                                                                              • The United States Tour Operators Association (USTOA)
                                                                                                                                                                              • Twitter, Inc.
                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                              • US Department of Commerce
                                                                                                                                                                              • Virgin America
                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                              US Travel Market - January 2010

                                                                                                                                                                              £3,277.28 (Excl.Tax)