USTOA Survey Highlights Vacation Preferences

Destination ranks above price and value in terms of importance when booking a vacation, a telephone survey of 1,000 vacationers by the United States Tour Operators Association shows. The largest group of respondents, 35 percent, said they choose a destination first and then shop for the best value, while 19 percent said they travel to the destination of their choice regardless of price and value. Only 16 percent of respondents said they shopped for the lowest price before choosing a destination. What's more, those polled said they prefer returning to destinations they like. Thirty-one percent said they typically repeat favorite vacation spots, but sometimes try new destinations, while 22 percent said they stick to a few places. Only 16 percent said they usually seek a new destination with each vacation, but more than half of the respondents said visiting an unfamiliar place would prompt them to choose a tour or vacation package. Bob Whitley, USTOA's president, said he sees these trends reflected in tour operators' products and advises agents of the selling potential. "The research results underscore the importance of selling the experience of escorted tours and packages," Whitley said. "Savvy travel agents can point out the benefits of traveling with an expert tour manager as well as the added insights into an area's history and culture provided by guides. Another selling point highlighted by the survey's results is that tours and packages provide excellent ways of visiting new places." Visit [].

FREE Virtual Event

Pivoting Back to Travel: Phase 4

Are you prepared to guide your clients through the “new normal” of travel? Join us December 15, 2020 from 1pm-2:20pm EST for Pivoting Back to Travel: Phase 4. The upcoming installment of our FREE virtual series will feature presentations from the Cayman Islands, Dominican Republic, and Seabourn on their most up-to-date travel procedures, health & safety protocols they’ve implemented to keep guests safe, activities that are open to visitors, what your clients need to know while on their trip and more! Visit www.pivotingbacktotravel to view the full agenda and register for your FREE pass.
Read more on:

Suggested Articles:

Accor is taking full ownership of sbe’s hotel asset light business and entered an all-share merger with Ennismore. Here's what it means.

The USTOA asked when active members anticipate restarting operations in destinations around the world. Here's what they had to say.

According to the October survey 69 percent of active members say they are confident or highly confident that guest bookings will increase in 2021.