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Millennials are the Best Target for Winter Leisure Travel

Wednesday, November 21, 2012
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Leading Consumer Market Research Co.

Millennials (travelers under age 35) plan to travel more days for leisure purposes this winter compared to older travelers according to a national survey by D.K. Shifflet & Associates. While most Americans will be traveling the same amount compared to last winter, Millennials demonstrated a little more optimism with almost one in five planning to travel more days compared to last winter.

“Whether it is youthful optimism or their carefree attitude, Millennials appear to be the best target for marketers hoping to increase leisure visitation to their destinations, hotels, and attractions” according to Chris Klauda, Vice President at D.K. Shifflet & Associates.

Q. For leisure travel, do you expect to travel more, the same or fewer days this winter compared to last winter?

In 2012 D. K. Shifflet & Associates began producing quarterly travel intention reports to help marketers anticipate and plan for fluctuations in travel demand and spending. Spring 2013 intentions will be available in February.

Results based on a representative sample of the U.S. population (n=7639) interviewed in Oct 2012 for winter travel intentions by D.K. Shifflet & Associates Ltd. DKSA is located in McLean, VA and has, for the last 27 years, provided the Industry’s most complete consumer based travel data on U.S. residents and their travel worldwide.

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