Mom Study 2014

03.20.14

What Moms Really Think About Vacation

Who was Involved?

Buzz Marketing Group’s Mom Study 2014 is based on qualitative and quantitative research conducted with more than 700 momSpotters® throughout the United States during the month of January, 2014. This report is available for download at www.buzzmg.com/reports.

Composed based on data from 1.1.2014 – 1.22.2014

730 Participants 3,000 Panelists

100% Female

Survey fielded online

Ages 21-55 21-30 23% 31-39 26% 40-49 39% 50-55 12%

What Moms Really Think About Vacation

Mom Study 2014

Location

What Moms Really Think About Vacation

Mom Study 2014

NY  16%  

CA  14%  

IL  9%  

TX  6%  FL  

4%  PA  5%  

GA  6%  

Rest  of  USA  40%  

Ethnicity

What Moms Really Think About Vacation

Mom Study 2014

White  68%  

Black  16%  

Asian  American  

4%  

Hispanic  8%  

Mixed  4%  

Marital Status

What Moms Really Think About Vacation

Mom Study 2014

Single  8%  

DaOng  2%  

In  a  relaOonship  

13%  

Married  67%  

Divorced  10%  

Education

What Moms Really Think About Vacation

Mom Study 2014

High  school  diploma  27%  

Associates  Degree  23%  

Bachelors  Degree  34%  

Masters  Degree  14%  

Doctorate  2%  

Employment

What Moms Really Think About Vacation

Mom Study 2014

Unemployed  4%  

Working  part-­‐Ome  

16%  

Working  full-­‐Ome  47%  

Self-­‐employed  

7%  

A  student  2%  

A  full-­‐Ome  home  maker  

24%  

Household Income

What Moms Really Think About Vacation

Mom Study 2014

Less  than  $8,000  

$8,000  -­‐  $33,000  

$33,000-­‐  $82,000  

$82,000  -­‐  $170,000  

$170,000  -­‐    $370,000  

More  than  $370,000  

I  don't  want  to  specify  

6%  

17%  

39%  

21%  

5%  

0%  

12%  

How many vacations does your family take each year?

What Moms Really Think About Vacation

Mom Study 2014

Zero   One   Two   Three   Four   Five   More  than  five  

10%  

34%  31%  

16%  

6%  

1%   2%  

Which factors influence your vacation destination the most?

(Select all that apply)

What Moms Really Think About Vacation

Mom Study 2014

1.  Price  (92%)  

2. Dates & Availability (92%)  

3. Previous visits to location (87%)  

4. Recommendations (80%)  

5. Reviews (80%)  

How far in advance do you plan your vacations?

What Moms Really Think About Vacation

Mom Study 2014

Less  than  3  months  

3-­‐6  months   6-­‐9  months   9-­‐12  months   Over  a  12  months  

27%  

42%  

17%  

10%  

5%  

Which sites do you use to book your trips?

What Moms Really Think About Vacation

Mom Study 2014

1.  Expedia  (65%)  

2. Travelocity (59%)  

3. Priceline (55%)

4. Hotwire (51%)  

5. Hotels.com (47%)  

6. Kayak (44%)  

7. Cheapairfare (22%)  

8. Tripmama (7%)  

Which is your preferred airline? (Select Three)

What Moms Really Think About Vacation

Mom Study 2014

1.  Southwest  (39%)  

2. Delta (34%)  

3. American (28%)

4. United (25%)  

5. JetBlue (24%)  

6. US Airways (17%)  

7. Airtran (8%)  

8. Virgin Ameria (8%)  

How important are the following when choosing

an airline?

What Moms Really Think About Vacation

Mom Study 2014

Boarding Practices

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

46%  

38%  

16%  

Price Point

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

86%  

8%   6%  

No Change or Cancel Fees

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

68%  

23%  

9%  

Loyalty Program

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

45%  

34%  

21%  

Flight Route

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

65%  

26%  

9%  

Which is your preferred hotel chain? (Select Three)

What Moms Really Think About Vacation

Mom Study 2014

1.  Hilton  (50%)  

2. Marriott International (46%)  

3. Best Western (21%)

4. Wyndham Hotel Group (21%)  

5. Starwood Hotels & Resorts (16%)  

6. Disney Hotels (12%)  

7. Radisson 11%)  

8. Ritz-Carlton (11%)  

How important are the following when choosing a

hotel?

What Moms Really Think About Vacation

Mom Study 2014

Location

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

85%  

12%  3%  

Amenities for Kids

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

52%  

26%  22%  

Loyalty Program

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

45%  

35%  

20%  

Price Point

What Moms Really Think About Vacation

Mom Study 2014

Very  Important   Somewhat  Important   Not  Important  

82%  

14%  4%  

Which is your preferred rental car company? (Select Three)

What Moms Really Think About Vacation

Mom Study 2014

1.  Enterprise  (47%)  

2. Hertz (38%)  

3. Budget (32%)

4. Avis (25%)  

5. Alamo (9%)  

6. National (8%)  

7. Thrifty (6%)  

Which reviews do you search for the most when planning a

vacation? (Select all that apply)

What Moms Really Think About Vacation

Mom Study 2014

1.  Restaurants  (92%)  

2. Hotels (89%)  

3. Entertainment (88%)  

4. Airlines (64%)  

5. Rental Cars (55%)  

Key Findings

What Moms Really Think About Vacation

Mom Study 2014

92% of Moms say that price and availability influence their vacation destination more than anything else

92% of Moms said that they search for restaurant reviews more than any other type of review when planning a vacation

80% of Moms think that loyalty programs are important when choosing both airlines and hotels

55% of Moms take at least two vacations each year and 25% take at least three

42% of Moms plan their vacations three to six months before

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