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By what percentage are you more likely to conduct the following leisure activities than you were five years ago?

Search for coupons,

bargains or deals on the places we visit

Search for places that are restful & relaxing

Review blogs & other opinions before we book

Visit fewer paid attractions when we travel for leisure

Fly to our vacation destination

Travel to an overseas destination

powerful implication for product development and marketing communications at your destination – peppering opportunities for respite and escape throughout your thrilling attraction.


activities that are ‘off the beaten path’ or visit popular places ‘off season’ to avoid crowds”

“We are more likely to pursue

In addition to the increased interest in value and relaxation, visitors noted a number of other increases in various desires, different from what we’ve seen since pre-recession. Tey generally engage in more pre-planning, they’re more likely to stay closer to home (not fly) and visit less crowded places, and they prefer less commercial experiences. In general, they’re more stressed and therefore more specific about what they want out of their precious, little free time. Tese findings indicate it may be an excellent time to refocus efforts on reaching out to your local market, provide simple pre-planning tools, and highlight your destination as “an escape.”

27.3% 37.5% 47.4% 60.1% 69.1%

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