2017 ASTA How America Travels National Study

Transcription

1 Sponsored by 2017 ASTA How America Travels National Study Executive Summary Produced by the American Society of Travel Agents Research Conducted by PSB July 2017

2 Terms of Use ASTA owns the federal copyrights in the information contained in this report. You, as the purchaser of the report, may use this information in connection with your business operations. You may also share the information in this report with your company s management and staff. DISTRIBUTION OR DISCLOSURE OF THIS REPORT OR ANY OF ITS CONTENTS TO ANY OTHER PERSON OR ENTITY IS STRICTLY PROHIBITED. Your use of this report constitutes your acknowledgment that unauthorized distribution and/or disclosure of this report will result in damages to ASTA, the amount of which would be difficult to ascertain. Accordingly, you agree that such unauthorized distribution and/or disclosure will subject you to liability to ASTA, as liquidated damages, in the amount of $7,500. Prepared and Published by: The American Society of Travel Agents (ASTA) 675 North Washington Street, Suite 490 Alexandria, VA U.S.A Citation: The American Society of Travel Agents (ASTA), How America Travels. Alexandria, VA: The American Society of Travel Agents

3 Partner Message Carnival Corporation, an ASTA Proud Partner We are so pleased to be sponsoring, for the fourth year in a row, ASTA consumer research that seeks to illuminate key questions for travel agents and suppliers alike Americans perceptions of travel, what Americans think of travel agents and how the travel agent community can be the voice of America s travelers. As an ASTA Proud Partner, Carnival Corporation is building on its track record of helping agents better understand today s consumers and supporting research that benefits all ASTA travel agents. This year's national study, How America Travels, reached 1,522 American Millennials, Gen Xers and Boomers as well as 6 qualitative focus groups of participants in various cities in the U.S. Through this project, ASTA uncovers consumer travel trends and finds patterns related to travel behaviors and perceptions, views and opinions of various travel industry segments and what Americans think of and want from travel agents. The results, we hope, will help ASTA member travel agents better communicate their value proposition when marketing themselves to potential new and existing clients. ASTA is critical to the success of our company and our industry, so anything we can do to support ASTA with this important research that helps us better understand consumer buying patterns is a win-win for both of us. Travel agents remain a top booking channel for cruise lines. At Carnival Corporation, we value the partnership between travel agents and our company, and hope that this year s ASTA consumer research provides travel agents additional insights and tools to further their success in the business of selling travel. Sincerely, Roger Frizzell Chief Communications Officer Carnival Corporation & plc 3

4 Table of Contents 5. Research Background & Methodology 9. How Travelers Think 16. Millennials: Socially Minded and Seeking Expertise 23. From Agents to Advisors 33. Strategic Recommendations 34. The Politics of Travel: Issues in Detail

5 Background on the 2017 How America Travels National Study The American Society of Travel Agents (ASTA) is the leading industry organization for travel agents and advisors across the United States, as well as for members across 140 countries. This year, in partnership with global research firm PSB, ASTA conducted a wide-ranging, scientific survey of the American public to understand their perspectives and priorities regarding travel. The valuable information gathered in this survey, the 2017 How America Travels National Study, sheds light on Americans perceptions of travel and better enables ASTA and the travel agent community to be the voice of America s travelers, just as travel agents represent the interests of their clients every day. 5

6 Quantitative Survey Objectives and Methodology From April 9-14, 2017, on behalf of ASTA, global market-research consultancy PSB conducted a scientific quantitative study of 1522 Americans ages to gauge perceptions regarding a wide range of travel topics. PSB conducted the survey online, and the respondent sample is proportional by race, gender and generation to U.S. Census demographics. Research Objectives ASTA commissioned PSB to conduct the 2017 How America Travels National Study to: Provide travel agents the insights to best serve new and current clients Better assess which aspects of travel most motivate, distress and concern American travelers Assess perspectives of various travel industries Measure Americans views on various policy issues related to travel, including how different demographics differ in their perspectives Attain the insight necessary to best serve as a voice of American travelers Quantitative Survey Methodology PSB conducted an online quantitative survey of 1522 American ages 25-70, with a margin of error of +/-2.51%. Respondents who met certain criteria such as having used a travel agent, taken a cruise, or flown commercially were posed additional questions pertinent to those behaviors. The survey contained questions regarding the following four general areas: Travel behaviors and preferences Perceptions of various travel-related industries Respondent Criteria All survey respondents met the following criteria: Live in the United States Ages Not a travel agency employee Perceptions regarding travel agents Perspectives on travel-related public policy Note that respondents were not required to have traveled with any particular frequency, although most respondents had taken at least one vacation in the past year. Inclusion of respondents who had not traveled recently was intended to ensure that the respondent pool reflected the U.S. general public. 6

7 Qualitative (Focus Group) Research Background From February 15-21, 2017, PSB conducted six focus groups of American travelers to understand their travel perceptions and priorities. The groups took place in Charlotte, Denver and Philadelphia, and were divided into age groups (25-35 and 36-45). Focus Group Composition ASTA s six focus groups included various travel perspectives by geographic region, age, life stage and travel profile. Two groups featured each of the following travel profiles: International travelers, who vacation mostly outside North America and the Caribbean Luxury Domestic travelers, who generally spend at least $300 per night on hotels Mass-Market Domestic travelers, who generally spend under $200/night on hotels For each travel profile, one group featured Millennials (age 25-35) and the other featured Gen Xers (ages 36-45) Each city (Charlotte, Denver, Philadelphia) hosted two groups Each group included respondents from these life stages : Single: No children and not in a committed relationship Coupled: In a committed relationship but no children Settled: In a committed relationship; raising child(ren) All participants had at least $50,000 in household income, lived in their cities for at least three years and had vacationed in 2016 At least two participants per group had used a travel agent Qualitative Findings The focus groups helped ASTA strengthen its understanding of what travelers priorities are and how those differ between demographics. ASTA also gained insight into travelers perceptions and expectations of travel agents. Travelers are driven to find authentic experiences that take them off the beaten path Millennials are particularly drawn to the small (and big) luxuries of travel, including VIP perks Word of mouth and candidate guest reviews strongly influence Millennials and Gen Xers hotel booking decisions To work with a travel agent, travelers across travel profiles want to know that their agent is an expert on their destination and can understand and adapt to the client s own travel preferences 7

8 Executive Summary

9 How Travelers Think

10 Most Americans travel for relaxation and family time 64% T of women cite quality time with family as a top travel motive vs. just 53% of men 64% call relaxation a top reason to travel 59% say they travel for family time Q. Which are the most important reasons you travel for leisure? Please pick the five reasons that are most important to you. (You may pick fewer than five reasons.) 10

11 Sights, beaches and food motivate at least 1 in 4 travelers 38% 34% 29% 25% See Natural Sights See Historic Sights Go to the Beach Enjoy Different Cuisine It s not all culture and nature: 1 in 8 Americans cite gambling as a top travel motivator Q. Which are the most important reasons you travel for leisure? Please pick the five reasons that are most important to you. (You may pick fewer than five reasons.) 11

12 Flyers prioritize savings and convenience over comfort Price and Ease 57 59% Lowest fare Lowest/ fewest fees Fewest connections Timing and Convenience 49 52% Most convenient departure time Shortest travel time Service 41% Best customer service Most comfortable seats Less-common priorities include earning miles (29%), getting free wifi (24%) and receiving lounge access (15%) Q. When choosing a flight for a vacation or other personal travel (not for work), how important are each of the following factors? 12

13 Price, room comfort and free wifi drive hotel selection 52% T of Millennials say availability of free wifi plays a big role in deciding where to stay 75% 64% 48% 38% 32% 31% 31% Price Has comfortable rooms Has free wifi Proximity to attractions Proximity to restaurants Star rating Guest reviews Q. When considering whether to book a certain hotel, which of the following aspects of the hotel play a big role in your decision? 13

14 Vast majority of past cruisers enjoy cruising especially Millennials How much cruise passengers like cruising Strongly like it Somewhat like it 29% 29% 41% 21% 55% 61% 45% 56% Base Millennial Gen X Boomer All generations Millennials Gen Xers Baby Boomers Q. In general, how much do you like going on cruises? 14

15 Most cruise passengers cite food and relaxation as key draws 57% food and drinks 54% relaxing onboard 43% ports of call 39% shows and entertainment 39% convenience of multiple ports 38% sailing at sea 37% excursions 33% tropical weather 33% all-inclusives Q. Which are the most important reasons you travel for leisure? Please pick the five reasons that are most important to you. (You may pick fewer than five reasons.) 15

16 Millennials: Socially Minded and Seeking Expertise

17 Millennials travel more for work and leisure than older generations Millennials average 1.8 work trips per year and take an average of 3.1 leisure trips Gen Xers average 1.1 work trips Boomers average 0.7 Gen Xers and Boomers Both average 2.3 Q. In 2016, how many trips did you take for leisure (not work)? Q. In 2016, how many trips did you take for work (not leisure)? (Note that the survey asks respondents to include any trip where you traveled over 50 miles from home and stayed over for at least one night. ) 17

18 Millennials cruise more and enjoy it more than older generations 48% of Millennials have cruised 90% of Millennials who have cruised like cruising compared to 39% of both Gen Xers and Boomers versus 86% of Gen Xers and 77% of Boomers Q. Have you ever been a passenger on a cruise? Q. In general, how much do you like going on cruises? 18

19 Millennials more focused than older travelers on cultural experiences Americans most important reasons to travel for leisure Millennial Gen X Boomer 33% 39% 29% 30% 24% 21% 26% 21% 16% See historic sights Experience different foods Explore other cultures See historic sites Experience different foods Explore other cultures Q. Which are the most important reasons you travel for leisure? Please pick the five reasons that are most important to you. (You may pick fewer than five reasons.) 19

20 Millennials splurge on activities and lodging more than flights Roundtrip transportation $394 Gen X: $452 Boomers: $409 I m willing to spend more on a hotel, but I want the cheapest flight. - Millennial in Charlotte Nightly lodging per person $170 Gen X: $174 Boomers: $147 Lodging is very important. If you have a really nice room, that s something I d share. - Millennial in Philadelphia Tours and activities $287 Gen X: $294 Boomers: $204 I want to have amazing meals. And if it s expensive, it s expensive, but it s an experience. - Millennial in Philadelphia Q. Please estimate how much you typically spend per person on the following items when you go on vacation: (a) Roundtrip transportation to/from your destination, such as airfare, train tickets, or gas. (Excluding rental cars.); (b) Lodging per person per night (e.g. hotel room, Airbnb, vacation rental); (c) Tours and activities 20

21 Millennial cruisers favor social aspects of cruising Millennials Gen Xers Baby Boomers The ports of call 31% 40% 57% The social activities 32% 21% 25% Meeting new friends 26% 16% 22% Q. What are your favorite parts of cruising? Please select all that apply. 21

22 Millennials are willing to let travel experts do the planning While most Gen Xers and Boomers book each trip component separately, a majority of Millennials book travel packages as or more often than they book trips a la carte Share booking travel packages at least as often as they book trip components separately 55% of Millennials 42% of Gen Xers 28% of Boomers Q. In general, when you go on vacation, do you tend to book a vacation package where transportation and lodging are bundled for one price or do you tend to book each component (transportation, lodging, etc.) separately? 22

23 From Agents to Advisors

24 Millennials are most likely to see value in travel agents Share who agrees that using a travel agent is worth it Millennials 44% Gen Xers 34% Boomers 33% Q. What are your favorite parts of cruising? Please select all that apply. 24

25 Millennials are see generation agents as most advisors, likely not to see just value bookers in travel agents Millennials who use travel agents are less likely than older clients to have their agents pick flights but more likely to have them plan activities and experiences and even help decide the budget How different generations are using travel agents: Select flights Recommend activities Organize tours Decide travel budget Millennials 38% 27% 23% 20% Gen Xers 49% 16% 14% 15% Boomers 55% 19% 13% 7% Q. What has a travel agent helped you with in the past? Please select all that apply. 25

26 Recent clients far more satisfied with agents than long-past clients Percentage of clients satisfied with their travel agents Very satisfied Somewhat satisfied Between satisfied & dissatisfied Somewhat dissatisfied Very dissatisfied Used agent within 5 years Used agent 10+ years ago Q. In general, how satisfied have you been with the travel agent(s) you have used? 26

27 Recent clients are more likely to agree agents look out for them Share who say travel agents look out for their clients : 63% of those who last used an agent 10+ years ago 59% 78% say they travel for of those who last used an agent family time within 5 years 56% of all Millennials agree agents look out for their clients, compared to 51% of Gen Xers and 54% of Boomers Q. How strongly do you agree with each of these statements about travel agents: Travel agents look out for their clients 27

28 7 in 10 non-clients uncertain lack strong of opinion travel agents of travel value agents value There is an opportunity to win over the many non-clients who do not strongly favor or disfavor agents. Share of non-clients who agrees that using a travel agent is worth it Strongly agree Somewhat agree No opinion Somewhat disagree Strongly disagree No strong opinion Q. How strongly do you agree with each of these statements about travel agents: Overall, it s worth it to use a travel agent. 28

29 Free perks and cash savings most interest non-clients Share of non-clients interested in using agent if aware agent provides the following 58% 57% 54% 48% 46% 35% 25% Free perks & upgrades Save $300/person Find better deals Duty to clients Avoid planning mistakes Save 3 hours planning Agents visit 57 countries Q. How much more or less likely does the following statement, assuming it s true, make you to use a travel agent: (a) Travel agents can add special touches to your trip at no cost, such as free upgrades, late check-out, free breakfast, and free wifi; (b) Travel agents help their clients save over $300 per person per trip; (c) Travel agents find better deals for the things you want to do and places you want to go; (d) Travel agents have a legal and professional duty to put their clients interests first, rather than helping the hotels or airlines they book with; (e) Travel agents help consumers avoid mistakes when purchasing travel; (f) On average, travel agents save travelers over three hours of planning time per trip; (g) The average travel agent has visited 57 countries. 29

30 Finding the best term for travel agents PSB tested the term travel agent against eight alternative terms. We showed each respondent 9 slides each slide had three terms Respondents picked which terms they found most and least appealing We calculated the relative popularity of each term A score of 100 is average for a given audience MOST Appealing LEAST Appealing o Term #2 o o Term #6 o o Term #3 o

31 Travel advisor most popular strategist, designer, curator flop STRONG (well above average) MODERATE (somewhat above average) POOR (far below average) Travel advisor Travel specialist Travel agent Travel planner Travel expert Travel consultant Travel strategist Travel designer Travel curator 31

32 Several policy issues give agents the chance to speak for travelers Share of Americans that supports each of the following policy proposals 89% support requiring airlines to advertise the full ticket price 79% support requiring airlines to disclose all fees up front 61% support prohibiting mandatory resort fees* *ASTA does not advocate banning resort fees. Rather, ASTA advocates greater disclosure of such fees and empowering agents to sell them. Q. How do you feel about each of these issues or policy proposals: (a) Requiring airlines to advertise the full price for a passenger and not hide airline surcharges and government taxes in hyperlinks or fine print; (b) Requiring airlines to clearly disclose any possible fees (for things like checked bags, flight changes, seat assignments and wifi) at the start of the booking process; (c) Allowing hotels and resorts to add on mandatory resort fees in addition to the advertised room rate 32

33 Strategic Recommendations PSB recommends the travel-agent industry pursue the following strategies: Emphasize your expertise in the experiential and social aspects of travel, not just in making bookings Communicate the wide range of travel agents available and assure travelers that they can find an agent who understands their motives, preferences and budget Consider rebranding as travel advisors Engage in high-profile advocacy to position agents as the voice of the traveler

34 The Politics of Travel: Issues in Detail

35 7 Americans in 10 non-clients are split on uncertain overall opinion of travel of agents President value Trump s travel ban However, Democrats and Republicans opinions are sharply polarized, and Millennials are more opposed Overall opinion of travel order (Omitting No Opinion ) All (n=1522) Male (n=761) Female (n=761) Millennial (25-39) (n=521) Gen X (40-51) (n=391) Boomer (52-70) (n=610) Democrat (n=587) Republican (n=423) Independent (n=484) Clinton voters (n=630) Trump voters (n=532) Strongly support Somewhat support Somewhat oppose Strongly oppose Q. How do you feel about this executive order? (Description of executive order provided to respondents: On March 6, President Trump issued a revised executive order limiting entry into the United States from certain countries and for certain types of foreign travelers. Specifically, the executive order: (1) For 90 days, prohibits the U.S. government from issuing new entry visas to most citizens of Iran, Libya, Somalia, Sudan, Syria, Yemen (2) Bans all refugees from the U.S. for 120 days. Note that current visa holders, diplomats, and dual U.S. citizens are not banned from entering the U.S.) 35

36 7 in 10 non-clients uncertain of travel agents value Most say travel ban has not influenced their likelihood to travel abroad Has Trump s travel order made you more or less likely to travel internationally? All (n=1522) Male (n=761) Female (n=761) Millennial (25-39) (n=521) Gen X (40-51) (n=391) Boomer (52-70) (n=610) Democrat (n=587) Republican (n=423) Independent (n=484) Clinton voters (n=630) Trump voters (n=532) Much less likely Somewhat less likely Somewhat more likely Much more likely No impact Q. Has the executive order made you more or less likely to travel internationally? (Description of executive order provided to respondents: On March 6, President Trump issued a revised executive order limiting entry into the United States from certain countries and for certain types of foreign travelers. Specifically, the executive order: (1) For 90 days, prohibits the U.S. government from issuing new entry visas to most citizens of Iran, Libya, Somalia, Sudan, Syria, Yemen (2) Bans all refugees from the U.S. for 120 days. Note that current visa holders, diplomats, and dual U.S. citizens are not banned from entering the U.S.) 36

37 7 Over in 10 1 in non-clients 6 Millennials uncertain have backed of travel off a agents trip due value to the travel ban Men are twice as likely as women to report having backed off a trip due to the ban Have you canceled or called off any foreign trips due to Trump s travel order? Yes, in part because of the order Yes, entirely because of the order All (n=1522) Male (n=761) Female (n=761) Millennial (25-39) (n=521) 3 5 Gen X (40-51) (n=391) 2 1 Boomer (52-70) (n=610) Democrat (n=587) Republican (n=423) 3 3 Independent (n=484) Clinton voters (n=630) Trump voters (n=532) Q. Have you canceled or called off any foreign trips as a result of the executive order? (Description of executive order provided to respondents: On March 6, President Trump issued a revised executive order limiting entry into the United States from certain countries and for certain types of foreign travelers. Specifically, the executive order: (1) For 90 days, prohibits the U.S. government from issuing new entry visas to most citizens of Iran, Libya, Somalia, Sudan, Syria, Yemen (2) Bans all refugees from the U.S. for 120 days. Note that current visa holders, diplomats, and dual U.S. citizens are not banned from entering the U.S.) 37

38 7 Most in 10 say non-clients travel ban will uncertain make U.S. of travel tourists agents feel less value welcome abroad Even Republicans and Trump supporters are unlikely to say order will make U.S. tourists more welcome Views on whether travel order will make U.S. tourists feel more or less welcome abroad All (n=1522) Male (n=761) Female (n=761) Millennial (25-39) (n=521) Gen X (40-51) (n=391) Boomer (52-70) (n=610) Democrat (n=587) Republican (n=423) Independent (n=484) Clinton voters (n=630) Trump voters (n=532) Much less welcome Somewhat less welcome No impact Somewhat more welcome Much more welcome Q. Overall, do you think the executive order will make American tourists feel more or less welcome when they travel to foreign countries? (Description of executive order provided to respondents: On March 6, President Trump issued a revised executive order limiting entry into the United States from certain countries and for certain types of foreign travelers. Specifically, the executive order: (1) For 90 days, prohibits the U.S. government from issuing new entry visas to most citizens of Iran, Libya, Somalia, Sudan, Syria, Yemen (2) Bans all refugees from the U.S. for 120 days. Note that current visa holders, diplomats, and dual U.S. citizens are not banned from entering the U.S.) 38

39 7 Most in 10 Americans non-clients say uncertain a border wall of travel would agents make U.S. value tourists feel less welcome in Mexico Even Republicans and Trump supporters are unlikely to say order will make U.S. tourists more welcome Views on whether travel order will make U.S. tourists feel more or less welcome in Mexico All (n=1522) Male (n=761) Female (n=761) Millennial (25-39) (n=521) Gen X (40-51) (n=391) Boomer (52-70) (n=610) Democrat (n=587) Republican (n=423) Independent (n=484) Clinton voters (n=630) Much less welcome Somewhat less welcome No impact Somewhat more welcome Much more welcome Trump voters (n=532) Q. Overall, do you think building the border wall will make American tourists feel more or less welcome when they travel to Mexico? (Description of border-wall order provided to respondents: Recently, President Trump ordered the U.S. government to build a wall on the border between the United States and Mexico.) 39

40 7 in 10 non-clients uncertain of travel agents value Most Americans support travel to Cuba without government restriction Views on allowing Americans to travel to Cuba without restriction by U.S. government (Omitting No Opinion ) All (n=1522) Male (n=761) Female (n=761) Millennial (25-39) (n=521) Gen X (40-51) (n=391) Boomer (52-70) (n=610) Democrat (n=587) Republican (n=423) Independent (n=484) Clinton voters (n=630) Trump voters (n=532) Strongly support Somewhat support Somewhat oppose Strongly oppose Q. How do you feel about each of these issues or policy proposals: Allowing Americans to travel to Cuba without restriction by the U.S. government 40

41 Americans 7 in 10 non-clients are 7 times uncertain more likely of travel to say agents government value favors airlines, not passengers Views on this question are unusually consistent across demographics and parties All (n=1522) Male (n=761) Female (n=761) Millennial (25-39) (n=521) Gen X (40-51) (n=391) Boomer (52-70) (n=610) Democrat (n=587) Republican (n=423) Independent (n=484) Clinton voters (n=630) Trump voters (n=532) Strongly favors AIRLINES over passengers Somewhat favors AIRLINES over passengers Equally favors airlines and passengers Somewhat favors PASSENGERS over airlines Strongly favors PASSENGERS over airlines Q. In general, whom do you think the U.S. government favors more: Airlines or air passengers? 41

42 78 in 10 Americans non-clients support uncertain requiring of travel airlines agents to disclose value all fees up-front Millennials show the weakest support for such a requirement Views on requiring airlines to clearly disclose possible fees at start of the booking process (Omitting No Opinion ) All Male Female Millennial (25-39) Gen X (40-51) Boomer (52-70) Democrat Republican Independent Clinton voters Trump voters Strongly support Somewhat support Somewhat oppose Strongly oppose Q. How do you feel about each of these issues or policy proposals: Requiring airlines to clearly disclose any possible fees (for things like checked bags, flight changes, seat assignments and wifi) at the start of the booking process 42

43 The American Society of Travel Agents (ASTA) 675 North Washington Street, Suite 490 Alexandria, VA U.S.A. CONTACT Kevin Wang Director, Research American Society of Travel Agents Media/press contact: Erika Richter Director, Communications American Society of Travel Agents