TravelMuse 2009 Travel Trends Survey: The Road Still Traveled
In the February 10, 2009 Forrester Teleconference "Selling Travel Online in a Recession," Forrester Research Vice President and Principal Analyst Henry H. Harteveldt stated that a Q4 2008 Forrester Technographics® study showed that online travelers would prefer to "trim around the edges" - and as a result, travel sellers need to "help travelers find ways to stick to their budgets." According to the information Harteveldt presented, only 28 percent of U.S. online consumers surveyed are considering canceling a trip currently planned for the first six months of 2009. Far more plan to cut their budgets for shopping (40 percent), entertainment (37 percent), and meals and snacks (35 percent) while on a trip.
In a recent "2009 Travel Trends" survey conducted on TravelMuse.com, respondents also indicated they would rather give up material goods (e.g., newspapers, new car, event tickets), cut back (e.g., make espressos and lunches at home) and even downsize (e.g., smaller lattes) than part with vacations.
Survey Highlights (conducted February 2009):
- People are giving up dining (55 percent), apparel (47.1 percent), pampering (37.6 percent) and electronics (34.3 percent) to travel in 2009.
- 62.2 percent plan on taking the same or more leisure trips in 2009 as they did in 2008.
- 64.8 percent said vacations are very important.
- 67.8 percent plan to travel within the United States.
V = Value and Vacation
For 2009 travelers, value is key. The most recent U.S. Travel Association-Ypartnership travelhorizons™ survey (October 2008) showed that for 2009, consumers were more likely to pursue "good values" when planning trips - 76 percent of respondents expected to book a packaged vacation to save money, while 67 percent planned to stay fewer nights and/or spend less on food and entertainment when traveling.
"No matter what the economic conditions, there is something that transcends the current financial malaise - and that’s travel itself," said Peter Greenberg, travel guru and New York Times best-selling author. "It’s part of our cultural DNA. We will find a way to travel, no matter what. We may deny ourselves an expensive dinner or a new fashion purchase, but we will not deny ourselves the opportunities to travel. Where there’s a will - especially to travel - there are many ways."