A new report identifies five distinct types of travelers in the US. Which type are you?
Travel is up and a record year is expected, with vacationers planning to spend an average of $5,048 on trips, an increase of 30% from 2010 and a 12% increase over 2015, according to MMGY Global’s 2016 Portrait of American Travelers Survey (POAT). After analyzing responses from 2,948 US travelers, POAT divides vacationers into five types, each with different goals and needs.
Which one are you?
HENRYs—High Earner, Not Rich Yet
A luxury consumer with a high income but little accumulated wealth.
• Craves experiences. Two-thirds prefer making memories to acquiring more things.
• Hunts for a good deal but are willing to pay full price if guaranteed quality, service, and personalized attention.
• Reads the online reviews before booking.
• Reports problems online. If disappointed, 45% share their comments online.
A traveler who takes a solo vacation during the year despite having either a significant other or children. The group accounts for 10% of US travelers, or 5.8 million US households.
• Goes on more vacations than those who only travel with their families.
• Tend to be Millennials, rather than Generation X-ers.
• Takes a vacation for relaxation.
YAHTZEEs—Young At Heart Travelers Zooming Everywhere Enthusiastically
A seasoned traveler between 55 and 75 who may be retired.
• Represents 1 in 10 US travelers, or 4.1 million households.
• Active retirees who travel more than three times per year.
• Reports spending an average of $7,988 on vacations in 2015 and intend to spend $8,032 on trips in the next 12 months.
• Likes road trips, which account for one-third of their yearly vacations.
• Slow adaptors of the sharing economy. Only 1 in 10 has tried Airbnb or other sharing accommodations.
Amateur athletes without children who travel to pursue 5K races, marathons, cycling events, or other athletics.
• Represents 10.2 % of travelers, or 6 million American households.
• Likes hiking, climbing, boating, and other outdoor adventures while on vacation as well as seeks nightlife.
• Has a wide variety of vacation motivations besides athletics. They want to experience new cultures and three-fourths want to experience new cuisines.
• Went on 3.5 vacations in the past 12 months.
The Brat Pack
Families with children 12 and under.
• Represents 19% of all vacationing Americans, or 11.2 million households.
• Influenced by their children. Three in four Brat Pack members say children influence the choice of the destination and activities and two-thirds say children influence the lodging choice. Six in 10 say their vacations are entirely child-focused (an increase of 12 %). Just one-quarter of travelers with teenagers say the same
Which group do you belong to? Can you identify another type of traveler not on this list? Comment below, or connect with me on Twitter, @familyitrips. And check out an infographic on the findings below:
https://i.imgsafe.org/4297001aba.jpgClick here for a larger version.