snapshot u.s. vacationers report 10.32.42 am

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Wellness Tourism Worldwide, Copyright 2013 www.wellnesstourismworldwide.com

New Report, U.S. VacaDoners: Health, Happiness & ProducDvity •  Consumer & B2B

Survey Data •  Literary Review •  Interviews •  Peer Reviewed by

Experts in Travel, Hospitality & Academia

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What Americans seek, desire & expect during their vacaDons. 500+ Wellness Consumers Surveyed Unprecedented data with 60 graphs & tables www.wellnesstourismworldwide.com

Wellness Tourism Worldwide, Copyright 2013

About the Respondents… A highly educated and well-‐traveled group with a vested interest in well-‐being & wellness travel experiences, 93% hold a U.S. passport, 80% have a college degree, of which 50% earned a Master’s degree a Doctorate or professional degree. 50% reported they plan on taking a vacaDon within the next 6 months Trip planning | Booking Choices | Preferred DesDnaDons & AcDviDes | Purchase Behaviors | PercepDons on Health, Happiness, ProducDvity & Personal TransformaDon. Demographic segmentaDon & analysis.


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U.S. Vacationers: Health, Happiness & Productivity | Page 1© Wellness Tourism Worldwide, 2013

TABLE OF CONTENTS

Forward .................................................................................................................................................... 5Executive Summary................................................................................................................................... 6

How this Report Can Be Used ......................................................................................................... 7

Who Benefits From Using This Report ............................................................................................ 8

Key stakeholders in Travel and Wellness ........................................................................................... 8

Data Highlights: An Overview ......................................................................................................... 9Introduction .............................................................................................................................................. 10

Methodology................................................................................................................................... 10

The Results ..................................................................................................................................... 10

Sample Bias .................................................................................................................................... 10About the Respondents .............................................................................................................................. 11

Introduction.................................................................................................................................... 11

Demographics ................................................................................................................................. 11Figure 1: Respondents by Sex ..................................................................................................... 11Figure 2: Respondents by Age ..................................................................................................... 11Figure 3: Respondents by Marital Status ..................................................................................... 11Figure 4: Respondents by Education Level ................................................................................. 11Figure 5: Respondents by Ethnicity ............................................................................................ 11Figure 6: Respondents by Household Income ............................................................................. 12Figure 7: Respondents Top 10 Home States ................................................................................ 12

Psychographics ................................................................................................................................ 12Figure 8: More Likely to Buy ...................................................................................................... 12Figure 9 Articulating Life’s Purpose ........................................................................................... 12Figure 10: Owning a Passport ..................................................................................................... 12

Behaviors and Activities .................................................................................................................. 13Figure 11: Frequency of Participation in Religious Community .................................................. 13Figure 12: Frequency of Participation in Relaxation Technique................................................... 14Figure 14: Frequency of Being in Nature .................................................................................... 14Figure 13: Importance of Arts & Culture .................................................................................... 14Figure 15: Top Activities in the Past 12 Months ........................................................................... 16

U.S. Leisure Travel Motivations and Purchases .......................................................................................... 17

Introduction.................................................................................................................................... 17

Main Reason for Leisure Travel ....................................................................................................... 17Figure 16: Main Reason for Leisure Travel .................................................................................. 17Table 1: Main Reason for Leisure Travel Segmented by Sex ......................................................... 18Figure 17: Infographic — Family Vacation Memories Last a Lifetime (Courtesy: U.S. Travel Association) ......................................................................................... 19Figure 18: Infographic — Parents Plan Family Vacations To Create Memories (Courtesy: U.S. Travel Association) ......................................................................................... 20

The Lure of Distant Lands ............................................................................................................... 23Figure 19: Why Travel to Far Away Places? ................................................................................. 23

Introduction to Purchasing Decisions .............................................................................................. 24

Destination Choices in the U.S. ...................................................................................................... 24Figure 20: Did you Travel Within the U.S.? ................................................................................. 24


© Wellness Tourism Worldwide, 2013

Table 3: Last City Visited ............................................................................................................ 24Table 4: Last International Destination Visited ........................................................................... 25Table 5: Last Continent Visited ................................................................................................... 25

Main Barriers to Traveling Outside the U.S. .................................................................................... 26Table 6: Top 10 States to Visit ..................................................................................................... 26Figure 21: Main Barriers to Traveling Outside the U.S. ............................................................... 26Table 7: Top 10 U.S. Cities to Visit ............................................................................................. 26Table 8: Top 10 International Destinations to Visit ...................................................................... 26

Accommodation Choice .................................................................................................................. 27Figure 22: Type of Accommodation Chosen ............................................................................... 27

Length of Time to Plan a Trip .......................................................................................................... 28

Trip Length ..................................................................................................................................... 28

Trip Planning Resources .................................................................................................................. 28Figure 23: Time Spent Trip Planning .......................................................................................... 28Figure 24: How Often Do You Take a Vacation? ......................................................................... 28Figure 25: Help Planning Travel ................................................................................................. 29

Money Spent .................................................................................................................................. 31Figure 26: Trip Spend ................................................................................................................. 31Figure 27: Most Attractive Vacation Deals .................................................................................. 31

Preferred Marketing Promotions ..................................................................................................... 32

Travel Product Purchases ................................................................................................................. 32Figure 28: Most Popular Travel Products Used or Purchased ....................................................... 32

The Importance of Vacations: PRODUCTIVITY ........................................................................................ 33

Vacations During Troubled Economic Times ................................................................................... 33Figure 29: Importance of Vacations During Economic Downturn ............................................... 33Table 10: Vacations Important During Economic Downturn by Age ............................................ 34Figure 30: Why is a Vacation Important? .................................................................................... 34Table 11: Reason a Vacation is Important by Sex ........................................................................ 35Table 12: Reason a Vacation is Important by Age........................................................................ 35

Vacationing During Troubled Times .......................................................................................... 36

Productivity and Vacations — Survey Results ................................................................................... 37

Why Vacations Encourage Productivity ........................................................................................... 37Figure 31: Do Vacations Make You More Productive? ................................................................ 37Figure 32: Why Does a Vacation Make You More Productive? .................................................... 38Table 13: Does a Vacation Improve Productivity by Sex............................................................... 39Table 14: Does a Vacation Improve Productivity by Age .............................................................. 39Table 15: Does a Vacation Improve Productivity by Consumer v.s. Travel Sellers .......................... 39Table 16: How Does a Vacation Improve Productivity by Sex ...................................................... 39Table 17: How Does a Vacation Improve Productivity by Age ...................................................... 39

Main Barrier to Taking a Vacation ................................................................................................... 40Figure 33: Main Barrier to Taking a Vacation .............................................................................. 40

The Importance of Vacations: HEALTH ..................................................................................................... 41

Introduction.................................................................................................................................... 41

Health and Vacations — Survey Results ........................................................................................... 41Figure 34: Do Vacations Make You Healthier? ............................................................................ 41Figure 35: How a Holiday Improves Body and Mind ................................................................... 42

The Importance of Vacations: HAPPINESS .............................................................................................. 44

Introduction.................................................................................................................................... 44

U.S. Vacationers: Health, Happiness & Productivity | Page 3© Wellness Tourism Worldwide, 2013

Happiness and Vacations — Survey Results ...................................................................................... 44

Happiness and Vacations — Other Studies ....................................................................................... 44Figure 36: Do Vacations Make You Happier? .............................................................................. 44

Life Decisions and Vacations — Survey Results ................................................................................ 45Figure 37: Decisions Made During Vacation ............................................................................... 45Figure 38: What Motivates You to Travel? U.S. Consumer Perceptions ....................................... 46

Transformation and Vacations ......................................................................................................... 47Table 18: Can Vacations be Transformative by Sex ....................................................................... 47Table 19: Can Vacations be Transformative by Age ...................................................................... 47Table 20: Can Vacations be Transformative by Travel Sellers v.s. Consumers ................................ 47Figure 39 Transformations and Vacations .................................................................................... 47Table 21: Have You Had a Transformative Vacation by Sex .......................................................... 48Table 22: Have You Had a Transformative Vacation by Age ......................................................... 48Table 23: Have You Had a Transformative Vacation by Travel Seller v.s. Consumer ...................... 48

Conclusion ................................................................................................................................................ 49

Data Highlights: An Overview ......................................................................................................... 49

Implications for the Travel Industry ................................................................................................ 51

Implications for Workplace Wellness, Creating a Sustainable Workforce & Related Policies ............. 51Acknowledgements .................................................................................................................................... 52About ........................................................................................................................................................ 53References ................................................................................................................................................ 55Coming Soon ............................................................................................................................................ 59

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