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WhatA new report from research firm Phocuswright examined how travelers end up choosing their vacation destinations. After surveying various markets — including the U.S., Australia, Brazil, China, Germany, Mexico and the U.K. — the firm revealed that fewer than half of today’s leisure travelers went to a destination they could choose at their whim over the past year. (Note: Phocuswright is owned by Northstar Travel Group, the parent company of TravelAge West.)
Why It MattersMost clients take a limited amount of leisure trips per year to begin with, and the majority of these jaunts consist of visits with friends/family or obligatory events, such as weddings, graduations or reunions. Because a travelers’ leftover vacations day are so precious, it takes a top-notch advisor to help whittle down the destination options to those that most closely cater to their preferences.
Fast Facts- The report investigated how leisure travelers selected their trip destinations and the different factors that influenced that decision.
- Seven source markets across the globe were surveyed between Oct. 10-28, 2018.
- At least 50% of respondents had taken at least one international trip in the past 12 months.
- The top “Traveler Personas” of the U.S. market included “Family Holiday Maker (25%); City Explorer (24%); Beachgoer (24%) and “Avid Sightseeer” (24%).