New Research Reveals Group Discount Sites are Impacting Travel Planning

Published 2/21/12
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Sarasota, Fla. (February 21, 2012) – Miles' semi-annual State of the American Traveler, Winter 2012 edition, reveals consumers are increasingly looking to group discount sites, such as Groupon and LivingSocial, when planning trips. This is the first time the study asked participants about these types of web sites, but based on the response the impact is clear. With 21% of respondents indicating they did use a group discount site, it was three times the number indicating they used Twitter.

  The research suggests that group discount sites, and the increasing number of travel businesses using them, is welcomed by consumers as travelers usually seek out value packages or discounted pricing. Previous editions of the State of the American Traveler research (2009 - 2011) have highlighted that a majority of travelers (66%) actively look for travel bargains in their trip planning and “affordability” is an important factor in the decision on destination.   “Based on this edition of the State of the American Traveler, travel is rebounding, albeit modestly to January 2010 levels,” explains Miles’ Chris Adams, director of online marketing and research. “However, it remains heavily impacted by budgets and financial concerns, highlighted by the impact of these Group Discount Sites used by travelers. Deal programs remain a strong call to action and engagement in many destinations.”   The State of the American Traveler survey, now in its eighth year, is conducted for Miles Media by San Francisco based Destination Analysts. To download the full survey click here..  
The Winter Edition also includes the following: • Consumer leisure travel sentiment • Top activities on leisure trips • Destination Hot List   It is important to note that the research for the winter edition was collected prior to the recent increase in gas prices. The summer edition will look further into the impact rising fuel prices may have on the industry.   To see the impact of Facebook on the travel planning process, read the 2011 summer edition of the State of the American Traveler by clicking here.   With offices in Sarasota, Fla., and Denver, Co., Miles markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward thinking online, mobile, email and print content marketing solutions.