TOUR TRAVELER INDEX: A PROFILE OF THE GROUP TOUR CONSUMER
Davidson-Peterson Associates, Inc.
1992 - Present NTF Commissioned Research
A panel of North American tour takers has been established for this study. This marks the first time research has specifically reached actual travelers known to have taken escorted group tours. The results from this study provide data and analysis that can be employed to enhance domestic tour products for consumers and to provide information that will serve the needs of the group travel industry in general. The Tour Traveler Index is an ongoing study to track trends and patterns among tour travelers.
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RESEARCH TOPICS
Benchmark (1992)
The Tour Traveler Profile
Current Travel Patterns
Tour Selection & Planning
A Look at Future Travel Plans
Tours & Coach Amenities for the Future
Wave 1 -- 1993
Early Payment Incentives
Attitudes Toward Travel Today
Trip Detail Preferences
Wave 2 -- 1993
Reasons for Group Tour Traveling
Advance Booking & Payment of Deposit
Interest in Healthy Tours ¨ Marketing Channels
Wave 3 -- 1993
Important Trip Components
Importance of Group Tours (allocation of “extra” $5,000)
Reasons for Not Traveling
1993 Annual Overview
Summary of three seasonal waves from 1993
Wave 4 -- 1994
Importance of the “convenience” factor
Image of Group Tours ¨ Importance of Cancellation Insurance
Effect of the Economy on Travel Plans
Plans for Travel During 1994
Wave 5 -- 1995
Cruising
Gaming
Wave 6 -- 1994
Tour Travelers' Preferences
Hub and Spoke Tours vs. Point-to-Point
Overnight Group Tours Taken
Reaction to Negative Media Coverage
1994 Annual Overview
Summary of three seasonal waves from 1994
Wave 7 -- 1995
Attitudes Toward Travel/Economy Today
Membership in Group Tour Travel Organizations
Independent Group Tours vs. Group Tours with
Organizations
Popular Types of Tours
Wave 8 -- 1995
Group Tour Preferences
Current Views of Mexico as a Destination
Wave 9 -- 1995
Tour Travelers' Views of Different Tour Features
Hosted Tours vs. Escorted Tours
Relationship Between Price & Book Tour Date
Importance of Different Tour Selection Factors
Interest in a Rail Tour ¨ Preference Between Different Dinner Options
Importance of Different Hotel Amenities
Wave 10 -- 1996
Group Tour Travelers' Attitudes Toward
Travel and the Economy Today
Booking Characteristics of Last Group Tour Taken
Preferred Method of Payment ¨ Preferred Time of Researching Travel Destination
Characteristics
Wave 11 -- 1996
Group Tour Travelers' Health Concerns
The Role of Technology Among Group Tour Travelers
Wave 12 -- 1996
Intergenerational Tours
Single Supplement Issues
Importance of New Clothing Purchases When Deciding
To Book a Cruise
1997 Annual Overview
Summary of three seasonal waves from 1994
Wave 13 -- 1997
Travel Expenditures: Past and Future
Importance of Group Tours
Wave 14 -- 1997
Group Tour Travelers' Preference for
Planned Activity Time
Importance of Group Tours
Interest in Activities While Visiting
A National Park
Group Tours Vs. Packaged Trips
Wave 15 -- 1997
Cruising
Mobility and the Tour Traveler
Some of the Findings:
• Price and cancellation protection are among the most important factors tour takers consider when selecting a tour.
• Group tour travelers are becoming increasingly confident in the state of our economy and predict traveling more in the immediate future.
• Group tour travelers are more interested in seeing or learning about things in which they can put to daily use.
• Gaming is very popular among tour travelers and most have visited a gaming casino.
• Tour takers prefer group tours taken with a travel club or organization rather than independent group tours.
• Group tour travelers view evening activities as important, specifically, dinner cruises, Broadway musicals and group themed dinners.
• 80% of our group travelers read the Sunday travel section of the local newspaper regularly, while three quarters read Modern Maturity.
• Tour takers are taking longer and higher-priced trips.
• Overall, they have averaged three vacation trips during the past five years where they traveled 2,000 miles or more oneway from home. They also averaged two vacation trips where they spent more than $2,000 per person during the same period.
