Marketing Forecast from Ad-ology

Despite concern over high gas prices, improving economic conditions and a pent up demand for travel are prompting Americans to spend nearly $16 billion more on summer travel in 2011 than they did in 2010. Not only are more Americans intending to travel on vacation this summer, but those that are anticipate spending more this year, according to a new survey by Mondial Assistance USA. The average family intends to spend $1,704 traveling in Summer 2011.

As more families have signed up to enjoy the multigenerational vacation experience, cruise ship businesses are taking note. Cruise ship operators have begun to expand their family-friendly programs and facilities. And now they’re gearing up to promote their teen nightclubs and grade school adventure programs directly to their target markets.

According to TripAdvisor’s new summer travel survey, 86% of travelers are planning leisure trips this summer; up from 83% that said they traveled last summer. While most Americans appear committed to taking vacations this summer, they are conscious of gas prices as 39% said the rising cost of fuel is affecting their summer travel plans. Eighteen percent of respondents expect to take fewer trips by car, 12% intend to take shorter driving trips and five percent are not planning to travel at all this summer, as a result of rising fuel prices.

Earlier this year, I posted a blog referencing a Cornell University study that predicted an increase in the use of mobile marketing by hotel operators. Researchers at Cornell’s Center for Hospitality Research just released new data that gives great insight into how destination and accommodation firms are allocating their online marketing budgets, include details on mobile. The report also includes data on marketing plans for 2011 and the news is generally positive.

Ad-ology Research recently updated their Industry Marketing Insights report for Museums. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

More moms are comfortable about taking time off work for family vacation this year, but they’re still watching their purse strings, according to a national survey. Almost two-thirds (64%) of the employed moms are optimistic about taking all of their paid vacation days, up from only 57% in 2010. Just as last year, however, most plan to pay for vacations out of current resources instead of using credit. Almost half of the moms in all three generations plan to purchase vacation with monthly savings (44% of baby boomers and Gen X, 46% of Gen Y), followed by tax refunds (28% for Gen Y and X and 11% for boomers). Summer remains the preferred travel season (61% for this year, 57% last year), but spring is growing (32% this year versus 24% in 2010).