Travel Weekly 2015 Consumer Trend Report: Travel Weekly

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Travel Weekly's 2015 Consumer Trends

Travel Weekly’s annual report on the way consumers research, shop and book travel, what they are buying and why.

Contents

Introduction: As industry soars, innovation will draw new talentWith the industry flourishing, top talent will gravitate to the most innovative agencies.

Review sites guide travelers, especially affluent onesReview sites expand into one-stop shops that offer bookings and ancillary products.

Sharing economy: Awareness soarsMillennials drive a surge in sharing-economy awareness and usage.

Agent specialization is keyAs consumers become more sophisticated, agents get more focused on specialization.

Mobile devices drive online travel bookingsMobile shopping drives an increase in shop-to-book conversion rates among online users.

Consumers increasingly use mobile sites to buy travelU.S. online customers are migrating toward shopping and buying travel via mobile devices, according to Phocuswright and...

Younger travelers an emerging force in luxury spendingMillennials fill a spending gap among travelers over age 55, the group that traditionally leads all ages in average travel...

Social media: Consumers' new platforms of choiceSocial media networks like Twitter, Pinterest and Instagram gain ground on Facebook.

Social media: Instagram's wide reachInstagram threatens to overtake all of the established social platforms as it continues to move up in the social media...

Marketing: Referrals are a must for travel agentsIn the social media era, word of mouth is more important than ever for travel agent referrals.

International trips on the rise, but air travel droppingIn 2014, the Consumer Trends survey found that international travel accounted for 16% of all trips. This year, it's 19%.

Trip lengths: The year of the quick getawayThe survey finds that fewer people take longer trips, and more people take shorter trips.

Methodology

Research on leisure trips, bookings, review sites, social mediaHow the Consumer Trends Survey, by the Warren Weiss Co., and surveys from Phocuswright and Millward Brown Digital, were...

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