Marketing and Brand Research - Proprietary and Confidential
About 4 in 10 AAA Hawaii Members Will Travel this Holiday Season • Another 12% have not yet decided if they will take a trip this holiday season.
Plan to take at least one leisure trip?
Undecided 12%
Yes 43%
No 46%
n=341
Q15: “During the 2009 holiday season, do you plan to take at least one leisure trip?” Base: AAA member households in Hawaii.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 2 More than 1 in 10 of AAA Hawaii Members Planning a Trip Will Spend More than $4,000 • Surprisingly, 83% say that the amount they plan to spend this holiday season is the same or more than they would prior to the economic downturn.
Amount planning to spend
50% Amount Compared to before economic downturn
Less More 16% 23%
25% 22% T he same 18% 60% 16% 14% 12% n=138
6% 5% 3% 3% 1% 0% $500 or $501 to $1,001 to $1,501 to $2,001 to $3,001 to $4,001 to $5,001 to $7,001 to More than n=138 less $1,000 $1,500 $2,000 $3,000 $4,000 $5,000 $7,000 $10,000 $10,000
Q16: “About how much do you expect to spend on leisure travel during the 2009 holiday season?” Q17: “How does this amount compare to your holiday travel spending in years prior to the current economic downturn?” Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season. Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 3 Nearly Two-Thirds of Those Traveling Will Be Visiting Family • Visiting friends and Celebrating the holidays were also common responses.
Visiting family 64%
Visiting friends 39%
Celebrating the holidays 38%
Shopping 37%
Sightseeing 31%
Maintaining a family tradition of traveling during the
14% holidays
Spa/relaxation 14%
Pursuing a hobby (golf, tennis, etc.) 12%
n=138
Q18: “What do you plan on doing while traveling during the 2009 holiday season? (Select all that apply).” Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 4 Nearly Two-Thirds of Those Taking a Trip Will Be Traveling to Another US State • About one quarter will be traveling in state.
Traveling to another 63% state in the U.S.
Traveling in state 26%
Going to a gambling destination (Las Vegas, 20% Atlantic City, etc.)
Traveling 14% internationally
Going to a tropical 5% destination
Going to an amusement 3% park n=138
Q19: “To where are you planning to travel during the 2009 holiday season? (Select all that apply).” Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 5 More than One-Third Will Try to Save Money by Redeeming Points/Miles for Plane Tickets • 21% stated they do not plan on doing anything to save money on travel . Redeem loyalty program points/miles for a free or discounted plane ticket 37%
Stay with friends or family rather than stay at a hotel 36%
Reduce your budget for shopping and souvenirs 29%
Use an affinity discount program such as AAA to get cheaper hotel rates 25% Redeem loyalty program points/miles for free or discounted hotel stay 20%
Reduce your budget for meals/snacks 17%
Fly coach rather than business or first class 17%
Take a trip that is shorter in duration 16%
Stay at a less expensive hotel 16%
Reduce your budget for entertainment 16%
Travel within the U.S. rather than internationally 14%
Share costs with other family/friends 12%
Take a trip to a destination that is closer to home 8%
Take a road trip instead of a trip requiring an airline flight 6%
Take a bus or train 1%
n=138 None of the above 21%
Q20: “How are you planning to save money on your 2009 holiday travel, if at all? (Select all that apply).” Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 6 43% of AAA Hawaii Members Believe it’s Now Easier to Get a Good Deal on Travel • Only 32% believe it is now more difficult to get a good deal on travel. Much easier Slightly easier No different Slightly more difficult Much more difficult
AAA HI 11% 31% 26% 21% 11%
n=341
Q21: “Compared to years prior to the current economic downturn, would you say it is now easier or more difficult to get a good deal on travel?” Base: AAA member households in Hawaii.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 7 More than 1 in 5 Non Travelers Say the Economic Downturn Was a Major Influence on their Decision • Those saying the downturn had no influence may have family/friends nearby and have no need or desire to travel during the holidays.
50%
34%
25% 22%
11% 10% 9% 7% 7%
0% No influence 2 3 4 5 6 Major (1) influence (7) n=203
Q8: “You mentioned that you will not take a trip or have not decided if you will take a trip during the 2009 holiday season. To what extent has the current economic downturn influenced your decision? Use a scale of 1 to 7 where 1 means the economic downturn has had no influence and 7 means it has been a major influence on your decision.” Base: AAA member households in Hawaii who are not planning to take a trip this holiday season or are undecided.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 8 AAA Hawaii Members Cutting Back on Travel Over the Next 12 Months • The proportion of AAA Hawaii members planning to scale back on travel far outweighs the proportion planning to increase their travel.
Increase 13% 11% 14%
50% 53% 50%
Stay the same
Decrease 37% 36% 36%
Number of trips you take Number of nights you stay in Your travel budget paid accommodations n=341
Q21: “Please indicate below whether you expect the number of trips you take, number of nights you stay in paid accommodations, and your travel budget will increase, decrease, or remain the same over the next 12 months.” Base: AAA member households in Hawaii.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 9
