More Consumers to Travel for Holiday and Winter Season
Overall, the travel market has struggled in the recent recession. Even business travel has been curtailed by a number of companies. But a glimmer of good news may be appearing for travel operators. The results of a recent Deloitte survey indicate that more consumers will at least maintain last year’s travel levels while 
another 25% plan to travel more in the next few months.
Here are the specific survey results which should cheer lodging operators:
- Consumers who plan to travel and stay in lodging during the Thanksgiving holiday: 18%
- Consumers who plan to travel and stay in lodging during the December through New Year’s time period: 22%
- Consumers who plan to travel and staying in lodging between New Year’s through March: 32%
Lodging operators should take note of where these consumers are planning to travel during the next few months:
- Warm-weather destinations: 38%
- Cold-weather and winter activity destinations: 18%
- Historic site or national park: 34%
- Entertainment park or facility: 22:
- Philanthropic or environmental work is the reason for the trip: 8%
Lodging operators have more ways than ever to communicate with travelers and these travelers are noticing. According to Deloitte, consumers are checking out the following sources:
- Online consumer comments and reviews: 57%
- Mobile devices to obtain information: 41%
- Travel-company social network page: 26%
- Rewards or customer loyalty program: 40%
Adam Weissenberg, U.S. Tourism, Hospitality and Leisure leader, Deloitte LLP says, “[h]otel companies should continue focusing on driving demand and building long-term customer relationships with their guests through innovative marketing and loyalty programs. When business travel gets back on track, the industry will see further improvement leading to a more complete recovery.”
[Source: Tourism, Hospitality and Leisure…, Deloitte release, 11.17.09]
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