Executive Summary
Though the majority of travelers said they economy had some effect on their holiday travel plans and that they would be spending less money on holiday travel this year than in the previous year, travelers are overwhelmingly continuing holiday travel traditions.
Holiday travelers are getting more selective about how they spend their money and are willing to take to the road to avoid the cost – as well as the hassle and stress – associated with air travel.
General Findings
• Over one-third (36%) of national sample surveyed are planning to travel over the holidays
• Of those not planning to travel, 36% are hosting family / friends and 28% are staying home by themselves.
Impact of the Economy
• Almost two-thirds (64%) of travelers indicated that the economy had some effect their holiday travel plans and over 50% are spending less on holiday travel this year than they did last year
• Holiday travelers are adjusting their holiday travel because of the economy:
o Over 50% are cutting back on expensive activities
o One-third are traveling closer to home
o More than 25% are shortening the length of their trip
• Travelers are still uncertain about what next year will bring – they were evenly split in whether they expected to travel more in the coming year
Holiday Travel Planning
• Planning holiday travel is tough
o 34% said coordinating with friends and family was the most difficult part
o 29% finding an itinerary that fit within their budget was the most difficult part
• 75% of holiday travelers are booking their trips in advance
• Despite the economy, most (57%) say having to take time off from work does not impact their travel plans
• The roadtrip is the most common method of holiday travel, with 80% planning some sort of drive
Air Travel
• 30% are planning air travel over the holidays
o Delays (39%) and cost (30%) were cited as the most stressful part of air travel
o Almost 50% plan to travel on off-peak days to reduce the stress of air travel
• More than 50% of travelers surveyed skip the flight all-together and opt to drive as a way to reduce holiday travel stress
• Cramped space (40%) topped the list as the worst thing about the flight itself
Holiday Travel Stress and the Family
• We love our family
o Over 75% of travelers are carrying on a tradition with their holiday travel plans
o The majority of travelers would still plan to celebrate the holiday with the extended family rather than go on a vacation, even if cost was not a factor.
• But we don’t want to stay with them
o Over 60% would rather stay in a hotel than with family if price was not a factor
• There is one in every family (“It’s not me, it’s you”)
o Almost 40% of travelers sited “Other Relatives” as the person who makes the holiday the most stressful, though those close to use also rated
• Kids – 16%
• Spouses – 13%
• Parents – 11%
• MIL – 6%
• Concerns of swine flu add to the stress of holiday travel as one-third of travelers (34%) say they are worried about contracting the swine flu while traveling
Celebrity Tidbits
• Travelers chose Jennifer Aniston as the celebrity they would MOST like to sit next to on a long flight.
o More travelers chose Jennifer Aniston than our president, Barack Obama
• Still feeling the fallout from the VMAs, 37% of travelers said Kanye West was the celebrity they would LEAST like to sit next to on a long flight.
o Jon Gosselin came in second with 23% choosing him as the person they would least like to be seated next to
Region
• Those in the Northeast were least likely to say that the economy affected their holiday travel plans, while those in the South were most likely to say that the economy affected their holiday travel plans
• The Northeast was the only region where convenience trumps price when it comes to holiday travel
Age
• 18-24 year olds are the group most likely to be cutting back on holiday travel expenses this year, with over 60% saying they would spend less money this year than last year
• Interestingly, the younger set (18-34) were also most likely to say convenience was important when planning holiday travel. We want to have our cake and eat it too.
• 35-44 year olds are also affected. 58% are spending less money on holiday travel this year than they did in the previous year and this age group was most likely to say that the economy affected their holiday travel plans
• 35-44 were most likely to book their trips last minute – perhaps they are holding out for a deal to help manage costs
• 35-44 year olds were most likely to say they were worried about contracting swine flu while traveling
Methodology
AOL Travel collaborated with DMS Insights, a leading online marketing research agency, to conduct a survey providing insights into Holiday Travel this season. DMS gathered data from a national sample of 1,000 internet users (age 18+) who are traveling for the holidays. Interviews were collected from November 3- 11, 2009.