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Despite Aspirations to Focus on Fitness, R&R Still Reigns as Americans Determine Their Summer Travel Plans, According to a Survey by Room Key

Thursday, July 03, 2014
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A new survey by Room Key finds that Americans aspire to engage in active pursuits when thinking about their summer vacations, but when it comes down to it, the intuitive desire to focus on leisure wins out.

According to the study, which surveyed 1,023 nationally representative Americans aged 18 and over in June, nearly one in two individuals (46 percent) expressed that a fitness-related activity would dictate their travel plans, including pursuits such as learning a new sport, improving at a sport or fulfilling an extreme goal, such as skydiving or mountain climbing.

Additionally, 57 percent of Americans would specifically choose one hotel over another based on fitness-related amenities (other than a pool) or a hotel’s location relative to outdoor activities. The availability of a fitness center ranked at the top of the list, with 23 percent saying this would drive their hotel selection, followed closely by proximity to outdoor activities such as hiking or golf, which 15 percent reported would sway their decision. The availability of fitness equipment provided by a hotel, such as a yoga mat or running shoes, in addition to the availability of on-site fitness classes, were also sought-after amenities.

Yet despite travelers’ fitness-minded aspirations, when asked how they would actually spend most of their summer vacation, the desire to simply relax and take in a destination reigned supreme. A whopping 74 percent of Americans said they would forgo fitness-oriented activities for pursuits that are more leisurely, like sightseeing (37 percent), lounging on the beach or by the pool (28 percent) or attending yoga classes or visiting the spa (8 percent). Though more active engagements such as running, biking or hiking did make the list, only 5 percent said they would plan to spend their time in this way, and fewer, just 4 percent, said golf, tennis or boating would be their vacation activities of choice.

“Though travelers may have active ambitions for their summer vacations, the desire to kick back and relax can take over, so selecting a hotel that offers both active and leisurely pursuits helps ensure an enjoyable trip, whatever mood may strike,” said Laura Pitlik, Senior Director of Brand Marketing & Communications for Room Key. “Researching a property – evaluating amenities and location – to ensure the hotel meets your expectations can be the difference between a vacation you remember fondly for years to come and one you wish had been better.”

Whether opting for active or leisurely vacation pursuits, one thing is clear: choosing to book a hotel through Room Key is an easy way to make a difference – and make the most of summer travel. Booking through Roomkey.com provides a unique opportunity for travelers to turn a basic task – booking a hotel – into a powerful fundraising tool. Room Key’s Stay the Night, Join the Fight ℠ campaign aims to raise a minimum of $3 million to support Stand Up To Cancer’s ® (SU2C) innovative cancer research. For every hotel stay booked through Roomkey.com, Room Key will donate $1 to SU2C, and in fact, contributions to date, through both direct donations and hotel stays booked, are approaching $375,000. The more stays booked through Room Key, the more funds will be raised – there are no limits – and consumers can view the latest results of the campaign’s fundraising efforts at www.Roomkey.com/StaytheNight.

In addition, Room Key has launched a summer photo promotion, asking travelers: “Why Do You #StaytheNight?” Be it for a long-awaited second honeymoon or to escape the office for a few days, travelers are invited to share the inspiration for their much-needed summer hotel stays – in pictures. By submitting a photo now through July 7th, travelers will have a chance to win a $100 hotel gift card; 14 will be given away in addition to a $500 grand prize gift card. Consumers can enter a photo by uploading it to Room Key’s Facebook page(Facebook.com/Roomkey) or by using #StaytheNight when posting a picture to Twitter or Instagram. For more information and complete rules, visit www.Facebook.com/Roomkey.

About Room Key®
Room Key is an experience-tailored hotel search engine created by six of the world's leading hotel companies. The personalized service enables travelers to quickly and easily compare value for their stay – based on specific attributes and preferences most important to individual guests – and book directly with more than 100 leading hotel brands in 159 countries around the world. With a continued focus on providing consumers the best, personalized value for their trip, Room Key also allows travelers to compare properties based on the pricing and benefits associated with their respective hotel frequent guest programs – something that cannot be done on any other online travel booking site.

Through collaboration with Stand Up To Cancer (SU2C), Room Key makes it easy to join the fight against cancer: for every stay booked onwww.Roomkey.com, Room Key will donate $1 to SU2C through February 2017, accelerating vital research, delivering new therapies to patients and helping to save lives now. Room Key donates $1 each and every time you stay, with a minimum guarantee of $500,000 annually.

Room Key was founded in 2012 by Choice Hotels International (NYSE: CHH), Hilton Worldwide, Hyatt Hotels Corporation (NYSE: H), InterContinental Hotels Group (NYSE: IHG), Marriott International, Inc. (NYSE: MAR) and Wyndham Hotel Group, part of the Wyndham Worldwide Corporation (NYSE: WYN), or their respective affiliates.

For more information about Room Key, visit www.Roomkey.com, or for information about the campaign, visit www.Roomkey.com/StaytheNight. You can follow Room Key on their blog, Facebook, Instagram and LinkedIn.

About The Survey
The Room Key Survey was conducted by Kelton between June 11 and June 16, 2014 among 1,023 nationally representative Americans ages 18 and over, using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the entire U.S. population ages 18 and over. Margin of error = +/-3.1 percent.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results.

In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for any subgroups will be slightly higher.

Kelton is a leading global insights firm serving as a partner to more than 100 of the Fortune 500 and thousands of smaller companies and organizations.

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