Travel Expectations Rise Sharply - Travelers Use "Masses of Media"

Director of Research and Online Marketing
Published 2/1/13
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Are we finally emerging from the impact on travel of the Great Financial Crisis?

Are we finally emerging from the impact on travel of the Great Financial Crisis? The latest edition of the "State of the American Traveler" suggests so. The January 2013 edition highlights a rise in travel expectations by Americans for 2013 to levels previously not seen since 2008. It paints a relatively bright picture for the US travel industryl in the coming year after 4+ years of decline, false recoveries or stagnation.

Read our summary and analysis of the research and download the "State of the American Traveler" research in our Library. 

The latest edition plots the brightest outlook for US leisure travel for 4+ years and continuing changes in the sources of information and media being used by American Travelers.  

Two highlights emerge. Mobile smartphone usage (cited by 41% of American Travelers) is  now almost equal for situations "before travel" versus "during travel". Secondly, print usage rose to almost half (49%) of American leisure travelers, showing continuing strength for guides and magazines but now part of a increasingly complex travel media landscape.

The "State of the American Traveler" research updates trends and provides insights which should prompt many travel marketers to review and refine their plans and budgets for 2013.

About:  Miles is the long term sponsor of the "State of the American" traveler research - conducted by leading, independent research company Destination Analysts. The twice a year report has tracked the changes and long term trends in travel expectations, visitor's behavior and the evolving media use  by US leisure travelers since 2006.

More: Current and Past editions of the "State of the American Traveler" research can be seen in our Library