Guess what? A new poll finds that we'll be traveling farther from home this summer and staying longer at our destinations compared to last summer. This summer, 74 percent of consumers polled said they
will leave home for one to two weeks, compared to 54 percent who planned to stay at their destination for fewer than seven days in 2005, according to Prospectiv, a provider of online customer
acquisition solutions.
The Prospectiv CPI poll also finds that the majority of consumers (83 percent) use the Internet for researching and/or booking summer travel plans. And 67 percent of
respondents indicated that they use the Internet as their primary resource for summer travel-related information.
The poll found that not only are consumers extending the length of their
vacations in 2006, they are venturing farther from home; 58 percent of those surveyed said they will leave their home state for vacation this summer, representing an 11 percent increase in
out-of-state travelers, compared to the 2005 Summer Travel CPI poll. According to the recent survey, seaside/lakeside resorts were the No. 1 destination for vacationers, with 29 percent of
consumers staying at a seaside resort in 2006, jumping 10 percent from last year's poll. More people (4 percent) will also be taking a summer cruise in 2006, up 2 percent from 2005. Camping will
decline by 50 percent this summer, as only 8 percent of respondents said they will camp this summer; according to the 2005 survey results, 16 percent of summer vacationers camped last year.
Not surprisingly, the poll revealed that rising fuel prices will affect 60 percent of consumers' decisions regarding their 2006 summer vacation planning. But, despite this fact, 31 percent of
respondents said they will spend more money on vacation arrangements this year compared to what they spent a year ago. Forty percent of consumers surveyed said they will spend the same in 2006, and 20
percent plan to spend less than in 2005.
The poll findings indicate that consumers want even more online travel content, with 88 percent of consumers polled indicating that they would
welcome even more summer travel information specific to their interests via online channels such as Web sites, e-mail offers, and other online discounts. Currently, the poll finds that 30 percent of
consumers book travel arrangements through online travel sites; 21 percent book reservations using a hotel's/destination's own Web site; and 31 percent use online resources for researching summer
travel options, but don't book online.
When are consumers going online to research summer travel plans? Not too far in advance of their trip. According to the survey, 62 percent begin their
research in spring to early summer. Among those polled, 32 percent of consumers said discount offers for extended hotel stays would increase their summer travel this year; 28 percent said
discounts to preferred restaurants, stores and attractions would get them on the move; and rebates on gas expenses would promote more travel by 26 percent of consumers polled.
Prospectiv
conducted the 2006 Summer Travel survey online, gathering responses from over 1000 consumers across the United States. The survey was conducted from May 22 to 29.