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Vacation Transportation - US - May 2009

It is no secret that the recession has adversely affected the vacation transportation category, but that does not mean that Americans have stopped traveling. In fact, according to Mintel’s proprietary research, the majority is still taking vacations. This report explores the following topics:

  • Which demographics are most likely to travel, and the types of transportation they are most likely to take
  • What various demographics are spending on vacation travel, and where they are most likely to go
  • Reasons respondents take vacations, and how marketers can capitalize on these motivations
  • Trends in vacation transportation and how respondents are changing travel habits in response
  • Specific strategies and tactics marketers can use to woo travelers
  • Innovative ideas by leading companies and an exploration of how they can be re-purposed for other sectors

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Abbreviations and terms
            • Abbreviations
              • Terms
              • Executive Summary

                • The recession drives down vacation travel category
                  • Smooth sailing on the high seas
                    • Who is traveling
                      • How they get from here to there (domestically)
                        • How much respondents spend on transportation
                          • Types of vacations respondents take
                            • Insights and opportunities
                              • Popular destinations of respondents
                                • How respondents travel domestically
                                  • Which respondents rent cars
                                    • Which respondents go on cruises
                                    • Market Drivers

                                      • Key points
                                        • The recession takes its toll on the category
                                            • Figure 1: Trends in spending on summer vacations, June 2008
                                            • Figure 2: How economic downturn has affected travel plans, February 2009
                                          • The Swine Flu Virus (H1-N1) concerns travelers, may deter travel
                                            • Hitting the road for traditional holidays and popular destinations
                                              • Figure 3: America’s top 10 tourist attractions, 2007
                                            • Spring break beckons
                                              • Figure 4: Vacations taken within U.S. in last 12 months, by age, February, 2009
                                              • Figure 5: Most popular destinations for spring break, 2009
                                          • Competitive Context

                                                • Figure 6: Biggest changes in favorite leisure activities, 2007-08
                                                • Figure 7: Reasons for not taking a vacation in last 12 months, February, 2009
                                            • Insights and Opportunities

                                              • The new group travel
                                                • Figure 8: How economic downturn has affected travel plans (agree responses), February, 2009
                                              • Family travel packages
                                                • Figure 9: Type of vacation taken within U.S. in last 12 months, February, 2009
                                              • Target “Vulture Vacationers”
                                                • It’s all about the recession
                                                  • Send them an email
                                                  • Inspire Insights

                                                    • Introduction
                                                      • Sunning on Empty
                                                        • What it’s about
                                                          • The new vacation
                                                            • Sign of the times
                                                              • Implications
                                                                • Binge On
                                                                  • What’s it about
                                                                    • ‘Lost’ for the weekend
                                                                      • Implications
                                                                      • Brand Qualities

                                                                        • It’s about you at JetBlue
                                                                          • Virgin Atlantic is cool and classy
                                                                            • Avis innovates with technology and rebates
                                                                            • Innovation and Innovators

                                                                              • Getting funky on Southwest
                                                                                • A taste for fine wine at American, and cheesecake at Delta
                                                                                  • JetBlue and NCL cast safety nets for the unemployed
                                                                                    • Innovation at Delta
                                                                                      • Innovation at American Airlines
                                                                                        • Innovation at Avis Budget
                                                                                          • Luring consumers with triple miles and special promotions
                                                                                            • Redefining low-cost travel at Spirit
                                                                                            • Advertising and Promotion

                                                                                              • Overview
                                                                                                • Figure 10: Ad spends by top airlines and rental car agencies, 2006-07
                                                                                              • Noteworthy branding initiatives
                                                                                                • Web marketing efforts
                                                                                                  • Overview
                                                                                                    • Southwest Airlines
                                                                                                      • Enterprise Rent-A-Car
                                                                                                        • Delta
                                                                                                          • Avis
                                                                                                            • Analysis of commercials
                                                                                                              • Figure 11: Orbitz ad, 2009
                                                                                                              • Figure 12: Avis ad, 2009
                                                                                                              • Figure 13: Southwest television ad, 2009
                                                                                                          • Who is Traveling

                                                                                                            • Key points
                                                                                                              • Six in 10 went on vacations
                                                                                                                • Figure 14: Vacations taken within U.S. in last 12 months, February, 2009
                                                                                                              • Vacationing in the U.S. is the destination of choice
                                                                                                                • Figure 15: Vacations taken outside U.S. in last 24 months, February, 2009
                                                                                                              • 18-24-year-olds have wanderlust
                                                                                                                • Figure 16: Vacations taken within U.S. in last 12 months, by age, February, 2009
                                                                                                              • 18-34-year-olds traveling overseas
                                                                                                                • Figure 17: Vacations taken outside U.S. in last 24 months, by age, February, 2009
                                                                                                              • Married and traveling
                                                                                                                • Figure 18: Domestic travel, by marital status, July 2007-September 2008
                                                                                                              • More educated respondents travel more often
                                                                                                                • Figure 19: Domestic travel, by education, July 2007-September 2008
                                                                                                            • How Much Respondents Spend On Transportation

                                                                                                              • Key points
                                                                                                                • Most spend $1,000 or less
                                                                                                                  • Figure 20: Amount spent on transportation on last vacation, February, 2009
                                                                                                                • $1,000 is a nice round number
                                                                                                                  • Figure 21: Amount spent on transportation on last vacation, by income, February, 2009
                                                                                                              • How Respondents Travel Domestically

                                                                                                                • Key points
                                                                                                                  • On the road again
                                                                                                                    • Figure 22: Modes of transportation used during last vacation within U.S., February, 2009
                                                                                                                  • The affluent fly; the less affluent take buses
                                                                                                                    • Figure 23: Modes of transportation used during last vacation within U.S., by income, February, 2009
                                                                                                                  • Married and driving
                                                                                                                    • Figure 24: Mode of transportation for domestic travel, by marital status, July 2007-September 2008
                                                                                                                • How Respondents Travel Internationally

                                                                                                                  • Key points
                                                                                                                    • A variety of choices when traveling abroad
                                                                                                                      • With children and driving
                                                                                                                        • Figure 25: Mode of transportation during foreign travel, by children in household, July 2007-September 2008
                                                                                                                    • Usage of Ancillary Services When Traveling

                                                                                                                      • Key points
                                                                                                                        • Paperless/electronic tickets, self serve, and seat selector popular options
                                                                                                                          • Figure 26: Air travel services used for domestic trips, February, 2009
                                                                                                                        • 45-54-year-olds use the most services
                                                                                                                          • Figure 27: Air travel services used for domestic trips, by age, February, 2009
                                                                                                                        • Affluent use more services
                                                                                                                          • Figure 28: Air travel services used for domestic trips, by income, February, 2009
                                                                                                                      • Which Respondents Rent Cars?

                                                                                                                        • Key points
                                                                                                                          • Three in 10 rent
                                                                                                                            • Figure 29: Vehicle rental, July 2007-September 2008
                                                                                                                          • Young and old less likely to rent
                                                                                                                            • Figure 30: Vehicle rental, by age, July 2007-September 2008
                                                                                                                          • More affluent rent more often
                                                                                                                            • Figure 31: Vehicle Rental, by household income, July 2007-September 2008
                                                                                                                          • Marriage and renting cars
                                                                                                                            • Figure 32: Vehicle rental, by marital status, July 2007-September 2008
                                                                                                                        • Which Respondents Go On Cruises?

                                                                                                                          • Key points
                                                                                                                            • About one in 10 went on cruises
                                                                                                                              • Figure 33: Cruise ship vacations, July 2007-September 2008
                                                                                                                            • Caribbean and Bahamas most popular destinations
                                                                                                                              • Figure 34: Cruise ship vacation destination, July 2007-September 2008
                                                                                                                            • Cruises for the middle class and affluent
                                                                                                                              • Figure 35: Cruise ship vacations, by household income, July 2007-September 2008
                                                                                                                            • Six in 10 spent $1,000 or more
                                                                                                                              • Figure 36: Amount spent on cruise ship vacation, July 2007-September 2008
                                                                                                                            • Older respondents spend more on cruises
                                                                                                                              • Figure 37: Amount spent on cruise ship vacation, by age, July 2007-September 2008
                                                                                                                          • Popular Destinations of Respondents

                                                                                                                            • Key points
                                                                                                                              • Florida, California, and Nevada are popular destinations
                                                                                                                                • Figure 38: Top five states visited during last vacation, February, 2009
                                                                                                                              • Mexico, Europe, and the Caribbean are popular destinations
                                                                                                                                • Figure 39: Overseas destinations visited during last vacation, February 2009
                                                                                                                              • 35-44-year-olds going to Europe and the Caribbean
                                                                                                                                • Figure 40: Overseas destinations visited during last vacation, by age, February 2009
                                                                                                                            • Types of Vacations Respondents Take

                                                                                                                              • Key points
                                                                                                                                • Visiting friends in the U.S.
                                                                                                                                  • Figure 41: Type of vacation taken within U.S. in last 12 months, February 2009
                                                                                                                                • 25-34-year-olds head to the beach and the slopes
                                                                                                                                  • Figure 42: Type of vacation taken within U.S. in last 12 months, by age, February 2009
                                                                                                                                • Going abroad for a variety of reasons
                                                                                                                                  • Figure 43: Type of vacation taken overseas in last 24 months, February 2009
                                                                                                                                • Different demographics seek out different diversions
                                                                                                                                  • Figure 44: Type of vacation taken overseas in last 24 months, by age, February 2009
                                                                                                                              • Race/Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Hispanics and blacks trading down and bargain hunting
                                                                                                                                    • Figure 45: How economic downturn has affected travel plans, by race/Hispanic origin, February 2009
                                                                                                                                  • Hispanics travel overseas more frequently
                                                                                                                                    • Figure 46: Vacations taken outside U.S. in last 24 months, by race/Hispanic origin, February 2009
                                                                                                                                  • Blacks and Hispanics least likely to use ancillary services
                                                                                                                                    • Figure 47: Air travel services used for domestic trips, by race/Hispanic origin, February, 2009
                                                                                                                                  • Blacks rent cars; Hispanics take public transportation
                                                                                                                                    • Figure 48: Modes of transportation used during last vacation within U.S., by race/Hispanic origin, February 2009
                                                                                                                                • Reasons for Not Traveling

                                                                                                                                  • Key points
                                                                                                                                    • No money equals no vacations
                                                                                                                                      • Figure 49: Reasons for not taking a vacation in last 12 months, February 2009
                                                                                                                                    • The new mantra: trading down and searching for bargains
                                                                                                                                      • Figure 50: How economic downturn has affected travel plans (agree responses), February 2009
                                                                                                                                    • 18-24-year-olds trading down hard
                                                                                                                                      • Figure 51: How economic downturn has affected travel plans (agree responses), by age, February 2009
                                                                                                                                    • Less affluent choosing cheaper transportation
                                                                                                                                      • Figure 52: How economic downturn has affected travel plans (agree responses), by income, February 2009
                                                                                                                                  • Cluster Analysis

                                                                                                                                      • Economic Explorers
                                                                                                                                        • Who they are
                                                                                                                                          • Opportunity
                                                                                                                                            • Voyagers
                                                                                                                                              • Who they are
                                                                                                                                                • Opportunity
                                                                                                                                                  • Family Trucksters
                                                                                                                                                    • Who they are
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Cluster characteristics
                                                                                                                                                          • Figure 53: Vacation transportation clusters, February 2009
                                                                                                                                                          • Figure 54: Vacations taken within the U.S. in past 12 months, by vacation transportation clusters, February 2009
                                                                                                                                                          • Figure 55: Vacations taken outside of the U.S./overseas in past 24 months, by Vacation transportation clusters, February 2009
                                                                                                                                                          • Figure 56: Estimated expenditure for transportation on last vacation (including cab fares, airfare, car rental, public transit, gas, etc), by Vacation transportation clusters, February 2009
                                                                                                                                                          • Figure 57: Vacations taken within the U.S. in past 12 months by Vacation transportation clusters, February 2009
                                                                                                                                                          • Figure 58: How the recession has affected travel plans, by Vacation transportation clusters, February 2009
                                                                                                                                                        • Cluster demographics
                                                                                                                                                          • Figure 59: Vacation transportation clusters, by gender, February 2009
                                                                                                                                                          • Figure 60: Vacation transportation clusters, by age group, February 2009
                                                                                                                                                          • Figure 61: Vacation transportation clusters, by income group, February 2009
                                                                                                                                                          • Figure 62: Vacation transportation clusters, by race, February 2009
                                                                                                                                                          • Figure 63: Vacation transportation clusters, by Hispanic origin, February 2009
                                                                                                                                                          • Figure 64: Vacation transportation clusters, by parent of a child under 18, February 2009
                                                                                                                                                        • Cluster methodology
                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                          • Males aged 18-34 travel often
                                                                                                                                                            • Figure 65: Vacations taken within U.S. in last 12 months, by gender and age, February 2009
                                                                                                                                                          • Affluent females travel often
                                                                                                                                                            • Figure 66: Vacations taken within U.S. in last 12 months, by gender and income, February, 2009
                                                                                                                                                          • Affluent travel regardless of race
                                                                                                                                                            • Figure 67: Vacations taken within U.S. in last 12 months, by race/Hispanic origin and income, February, 2009
                                                                                                                                                          • Females aged 18-34 use a variety of transportation
                                                                                                                                                            • Figure 68: Modes of transportation used during last vacation outside U.S., by gender and age, February, 2009
                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                          • Less affluent staying home
                                                                                                                                                            • Figure 69: Vacations taken within U.S. in last 12 months, by income, February 2009
                                                                                                                                                          • Affluent going overseas
                                                                                                                                                            • Figure 70: Vacations taken outside U.S. in last 24 months, by income, February 2009
                                                                                                                                                          • Going abroad via airlines
                                                                                                                                                            • Figure 71: Modes of transportation used during last vacation outside U.S., February 2009
                                                                                                                                                          • 18-24-year-olds have too much work and not enough money
                                                                                                                                                            • Figure 72: Reasons for not taking a vacation in last 12 months, by age, February 2009
                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Advantage Rent-A-Car
                                                                                                                                                          • Air Transport Association of America Inc., The
                                                                                                                                                          • Airbus S.A.S.
                                                                                                                                                          • American Automobile Association (AAA)
                                                                                                                                                          • American Cancer Society (ACS)
                                                                                                                                                          • American Car Rental Association (ACRA)
                                                                                                                                                          • American Society of Travel Agents
                                                                                                                                                          • AMR Corporation (American Airlines)
                                                                                                                                                          • Avis Budget Group, Inc.
                                                                                                                                                          • Bed Bath & Beyond Inc
                                                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                                                          • Burt's Bees Inc.
                                                                                                                                                          • Carnival Corporation
                                                                                                                                                          • Chrysler LLC
                                                                                                                                                          • Colgate-Palmolive Company
                                                                                                                                                          • Continental Airlines Inc.
                                                                                                                                                          • Delta Air Lines, Inc.
                                                                                                                                                          • Dunkin' Brands
                                                                                                                                                          • Enterprise Rent-A-Car Company
                                                                                                                                                          • Expedia Inc.
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                          • Ford Motor Company (USA)
                                                                                                                                                          • Garmin International Inc.
                                                                                                                                                          • Google, Inc.
                                                                                                                                                          • Gotham Inc.
                                                                                                                                                          • Greenfield Online
                                                                                                                                                          • Holland America Line Inc.
                                                                                                                                                          • Home Box Office, Inc.
                                                                                                                                                          • Honeywell International Inc.
                                                                                                                                                          • Hotwire
                                                                                                                                                          • Interactive Travel Services Association
                                                                                                                                                          • International Air Transport Association
                                                                                                                                                          • International Travel Services Association (ITSA)
                                                                                                                                                          • JetBlue Airways Corporation
                                                                                                                                                          • JWT
                                                                                                                                                          • Lehman Brothers Holdings Inc.
                                                                                                                                                          • Los Angeles Times
                                                                                                                                                          • Marriott International, Inc.
                                                                                                                                                          • MasterCard Incorporated
                                                                                                                                                          • MSN (USA)
                                                                                                                                                          • National Railroad Passenger Corporation
                                                                                                                                                          • NCL Corporation
                                                                                                                                                          • Netflix, Inc.
                                                                                                                                                          • Nissan North America, Inc.
                                                                                                                                                          • Nokia Corporation (US)
                                                                                                                                                          • Northwest Airlines Corporation
                                                                                                                                                          • Office of Travel and Tourism Industries
                                                                                                                                                          • Orbitz Inc.
                                                                                                                                                          • Priceline.com Incorporated
                                                                                                                                                          • Reuters Group PLC
                                                                                                                                                          • Royal Caribbean Cruises Ltd.
                                                                                                                                                          • Southwest Airlines Co.
                                                                                                                                                          • Spirit Airlines Inc.
                                                                                                                                                          • Sprint Nextel Corporation
                                                                                                                                                          • The Bureau of Transportation Statistics
                                                                                                                                                          • The DIRECTV Group Inc.
                                                                                                                                                          • The Hertz Corporation
                                                                                                                                                          • The McGraw-Hill Companies, Inc.
                                                                                                                                                          • The New York Times Company
                                                                                                                                                          • Toyota Motor Corporation USA
                                                                                                                                                          • Travel Industry Association of America
                                                                                                                                                          • Travelocity.com L.P.
                                                                                                                                                          • Turner Broadcasting System, Inc.
                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                          • U.S. Department of Transportation
                                                                                                                                                          • UAL Corporation (United Airlines)
                                                                                                                                                          • US Department of Commerce
                                                                                                                                                          • USA Today
                                                                                                                                                          • Virgin America
                                                                                                                                                          • Virgin Atlantic Airways Limited
                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                          • Walt Disney Company, The
                                                                                                                                                          • Windstar Cruises
                                                                                                                                                          • World Health Organization
                                                                                                                                                          • Wynn Resorts Limited
                                                                                                                                                          • XM Satellite Radio Holdings Inc.
                                                                                                                                                          • Yahoo! Inc

                                                                                                                                                          Vacation Transportation - US - May 2009

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