Survey Identifies Travel Tribes

Findings show four different tribes of leisure travelers


In its newest Portrait of American Travelers survey, Ypartnerhsip and Harrison Group identified four different tribes of leisure travelers: Sensationals (adventurous; average age of 40; annual travel budget is $59.5 billion; the largest group); Familias (family-focused; average age of 42; annual travel budget of $43 billion); Touristers (entrepreneurial; average age of 47; annual travel budget is $54.5 billion); and Extraordinaires (average age of 52; annual travel budget is $52.5 billion).

Data also showed that 16 percent of all travelers intend to travel more often in 2010 than in 2009 and, of those who planned to cut back on travel, most cited household budget concerns as the main reason.

The research, which was cosponsored by TravelAge West’s parent company, Northstar Travel Media, was conducted in February among 2,534 U.S. adults with household incomes of $50,000 or more who had taken at least one overnight leisure trip in 2009.

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