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PhoCusWright's Destination Unknown: How U.S. and European Travelers Decide Where to Go
PhoCusWright, Oct 2010, Pages: 42
For destination marketers facing slashed budgets and a sluggish travel market, it is crucial to connect with the right travelers using the most effective strategies. To influence destination selection, marketers must understand the market they are targeting, as well as the complex and highly personal destination selection process. How, and when, do leisure travelers decide where to go? What factors influence the decision to visit a particular destination?
Destination Unknown: How U.S. and European Travelers Decide Where to Go studies the destination decision in four key markets: the U.S., France, Germany and the U.K. The report highlights characteristics unique to each market and identifies destination selection trends common to all. An in-depth analysis of the destination selection process includes discussion of key motivators, psychographics, information sources, online features, and websites used when choosing a leisure destination.
Report topics include:
- Leisure traveler trends in each market, with a focus on traveler preferences impacting destination selection
- Destination selection patterns for domestic and international travelers (distinguishing between European travelers who travel within versus outside of Europe)
- Analysis of travelers who independently selected a leisure travel destination in the past year, including travel spend and frequency
- When travelers choose their destination and the unique influence process that sets destination selection apart from other travel decisions
- Motivators for selecting a travel destination and specific sources of influence
- Information sources and websites used when choosing a destination
- Discussion of the most influential types of social media and online features in each market
- For maximum impact, destination marketers need to master market differences and understand the complexities of the destination selection process.
Purchase Destination Unknown: How U.S. and European Travelers Decide Where to Go to improve targeting and make every bit of your marketing budget count.
Also available
Presentation Destination Unknown: How U.S. and European Travelers Decide Where to Go
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