Travel Research Shows Changing Demographics

At the annual Texas Travel Summit held this week in Corpus Christi, industry experts reminded tourism organizations and tourist attractions that travel demographics continue to change, particularly after the events of September 11, 2001.

A new survey from Meredith Publishing confirms that travel decisions are primarily made by women, and the number one factor affecting their decision is relaxation. Shortly after 9-11, while hotel occupancy nationwide dropped, spas and luxury resorts reported a surge in business. According to the Meredith Women's Travel Studies, conducted this past July, that trend continues.

The study shows that women make 95 percent of all travel decisions and that four-of-five women say vacations are a "must." For them, the emotional rewards of vacations fall into five basic categories: 1) relaxation; 2) reconnection with families and friends; 3) escapism; 4) freedom; 5) adventure.

When making their decisions about traveling to particular destinations, 88 percent of the women look primarily for relaxation; 66 percent research local cuisine; 65 percent want to experience local culture. Less than 30 percent are interested in nightlife and gambling.

In addition, the study broke women down into major groups of 1) all women; 2) boomer women/ senior women; 3) Hispanics; 4) health & wellness devotees; 5) greenies (environmental and organic buffs) and 6) professional women. Peter Gross, who presented the findings, reminded the group that one-in-five Americans do not speak English at home, and more than half of those speak Spanish. He concluded that Hispanic women increasingly influence the travel market.

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