Summer is a season to be out and about – enjoying the sunshine, traveling, and of course vacationing. Nielsen data shows that U.S. travelers of all ages are indeed in the midst of the hottest travel season, visiting a variety of travel sites to research and plan their destinations.
Different Ages, Different Places and Ways of Getting There
Not surprisingly, visits across all Nielsen categories of Travel sites spike in January and then again during the summer months of June and July. As the cost of air travel continues to rise, largely due to fare increases and baggage fees, Americans may be opting to drive to their destinations instead of flying; the number of unique visitors to Ground Transportation sites has remained steady over the past two years while Airline sites have seen a 24 percent decrease in visitors over the same period.
Overall, visits to Travel sites have increased over the last two years (+2%), with Multi-category Travel sites (i.e. Expedia, TripAdvisor, etc.) seeing the largest growth in visitors since June 2009 (+7%).
Spending Power and Vacation Activities among Online Travel Purchasers
Adult Internet users who recently made an online travel purchase don’t mind spending big once they’ve decided to travel. This group is over 2 times more likely than the average adult online to be heavy spenders on hotel reservations (Index 273), airline tickets (Index 266) and vacation packages (Index 288).
Once they have reached their final destination, top vacation activities include visiting family and friends (38%), going to the beach (26%) and camping (16%).