Value Still Number One with Consumers

Responses from more than 500 U.S. travelers indicate that consumers take their vacations seriously and engage in extensive research

Smart Destinations, a provider of multi-attraction city passes, released the results of a recent consumer survey, which explored the depth and breadth of travelers’ research processes and purchase preferences and habits.

The survey, which included responses from more than 500 U.S. travelers, indicated that consumers take their vacations seriously and that travelers engage in extensive research and use numerous information sources with friend recommendations the top-rated source.

The survey also revealed that travelers are proactively looking for value and their definition of value is expanding. Travelers’ value mindset now extends beyond hotels and airfare to include attractions, as well as time savings and added convenience. Travelers also indicated that promotions and sales — specifically those offering a 25 percent discount or greater — are key purchasing triggers.

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