• by Tanya Gazdik , April 30, 2011

Despite rising gas prices, most Americans still prefer the flexibility of a driving vacation, according to Mandala Research/ Solutionz.

The study shows that determining one's own schedule and stopping whenever and wherever desired are the primary reasons that Americans -- particularly Boomers -- opt to drive.

Almost three-quarters (74%) opt to drive their own vehicle to their destination, compared to the 17% who choose air travel.

Lodging providers can take advantage of influx of road warriors by offering deals. The availability of loyalty program rewards and discounts significantly influences the hotel decision of 70% of drive market travelers, and two-thirds suggest they can be lured by a lodging discount of 20% or more.

The drive market is extremely important to Wyndham Hotel Group, says Flo Lugli, executive vice president of marketing for the Wyndham Hotel Group. "We believe there is a great opportunity to better target and serve this market," Lugli says in a release.

The impact of a 10% lodging discount was significantly less, with 40% saying it would have an impact. Generation Y responded most favorably to discounts -- with 77% saying a 20% discount would have an impact and 59% responding positively to the influence of a 10% discount.

Drive market travelers use hotels across all lodging tiers, from economy all the way to luxury brands, with a large proportion using quality tier brands. Only Comfort Inn (13%) and Best Western (13%) were selected more often among hotel brands than independent hotels (10%). The Silent Generation and Generation Y stayed at Comfort Inn more than the other generations. Of the top-tier brands, Marriott was selected most.

More than 70% see the value of a hotel loyalty program as influencing their lodging decision. Fifty-two percent were members of at least one loyalty program and 46% considered themselves to be active. Generation Y offers the greatest potential, as most see the value of membership but less than half are members.

The study is part of a larger effort known as Project 85, a think tank of U.S. travel and tourism organizations that are collaborating on marketing approaches and solutions for the U.S. travelers who drive rather than fly to their destinations. The name of the group was chosen because according to the U.S. Travel Association, more than 1 billion overnight trips are taken annually with 85% by car, RV, rental car, truck or motorcycle.

Think Tank participants include AARP Services, Acxiom, MapQuest, Avis/ Budget Group, CALARVC.com, Delaware North, Encore RV Resorts & Campgrounds, Experian/Hitwise, Keane Consulting, Leisure Interactive, Mandala Research, Panasonic, PlumLife.com, Shop America Tours, Smart Destinations, Tickets.com, Travel Guard, US Travel Association, Vantage Strategy, WCities and Wyndham Worldwide.