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Traveler Segments: Their Sentiments,
Interests and Behaviors
The State of the American Traveler
o Online survey conducted since 2006
o Conducted quarterly
o Survey invitation sent to a nationally
representative sample of US adults
o Total sample of 2,000+ American leisure
travelers
o Examines traveler sentiment, motivations &
behaviors
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Traveler Segments
Generation Z
Travelers between 15
and 23 years of age
International Travelers
Travelers who have
ventured abroad for
leisure in the past 12
months
National Parks Travelers
Travelers who have visited
a National Park on a
leisure trip in the past 12
Months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Family Travelers
Travelers who have taken
their own children with
them on a leisure trip in
the past 12 months
Social Media-Influenced
Travelers
Travelers who visited a place
because social media content
influenced them to do so
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Bleisure Travelers
Travelers who have
extended a business trip
for leisure
Print Resource Users
Travelers who have used any
printed travel planning
resource in the past 12
months
Generation ZTravelers between 15 and 23 years of age
of traveling adult Americans*
* Data presented here includes an oversample which allows us to include travelers 15-17 years of age.
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
26.3%
87.5%
9.9%
24.0%
43.4%
30.2%
50.2%
55.6%
33.3% 32.9%33.1%
26.9%
53.6%
17.5%
10.9%
0%
20%
40%
60%
80%
100%
Annual Income > $80K Single College graduate Urban dwellers Non-Caucasian
Generation Z Millennials Baby Boomers
Generation Z: Demographically Different
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
46.7%
31.6%
56.6%
26.4%
43.3%
14.9%
0%
10%
20%
30%
40%
50%
60%
Traveled by air (past 12
months)
Traveled outside the USA (past
12 months)
Generation Z
Millennials
Baby Boomers
4.00
2.13
4.52
1.58
3.07
0.74
-
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Leisure trips taken (past 12
months)
Leisure day trips taken (past 12
months)
Generation Z
Millennials
Baby Boomers
Generation Z: How They Travel
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
70.7%
44.4%
22.7%
72.1%
45.2%
28.5%
48.1%43.2%
26.1%
0%
20%
40%
60%
80%
100%
User-generated Content Printed Resources DMO Website
Generation Z Millennials Baby Boomers
Generation Z: Travel Planning Behaviors
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
39.1%49.2%
13.8%0%
20%
40%
60%
80%
Generation Z Millennials Baby
Boomers
Used Peer-to-Peer Lodging (Past 12 Months)
Used Mobile Phone to Plan Travel(Past 12 Months)
Used Group Discount Website for Travel(Past 12 Months)
Used Any Social Media to Plan Travel(Past 12 Months)
78.0% 78.5%
28.9%
0%
20%
40%
60%
80%
Generation Z Millennials Baby Boomers
44.1% 42.6%
13.2%0%
20%
40%
60%
80%
Generation Z Millennials Baby Boomers
47.7%66.9%
27.5%
0%
20%
40%
60%
80%
Generation Z Millennials Baby Boomers
Travel Behaviors: Generation Z
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
62.2%
42.1%
80.6% 81.3%
3.6%
34.2%
1.3%
67.4%
0.3%
85.3%
45.8%
69.4%
75.6%
23.2%
46.8%
3.7%
52.2%
3.9%
72.2%
18.8%
12.8%
31.6%
14.9%19.3%
1.4%5.3%
0.3%0%
20%
40%
60%
80%
100%
Facebook Twitter Instagram YouTube LinkedIn Pinterest Flickr Snapchat Periscope
Generation Z Millennials Baby Boomers
Generation Z: Regularly Used Social Media
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Always Post Pictures When Traveling(on Social Media)
Traveled for a Festival/Special Event(Past 12 Months)
Visited a National Park/Monument(On a Leisure Trip in the Past 12 Months)
Maximum Annual Travel Budget(Next 12 Months)
41.4%50.0%
20.0%
0%
20%
40%
60%
Generation Z Millennials Baby Boomers
16.8% 22.3%10.9%
0%
20%
40%
60%
Generation Z Millennials Baby Boomers
42.1% 42.1%
24.2%
0%
20%
40%
60%
Generation Z Millennials Baby Boomers
$2,510$2,847 $3,150
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Generation Z Millennials Baby Boomers
Travel Behaviors: Generation Z
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
o Measures the importance of key concepts
to travelers
o Active travel styles
o Culinary
o Arts & Culture
o Connectivity
o Authenticity
o Price Sensitivity
o Travel Planning Intensity
o Outdoors & Nature
o Exploration
o Series of questions related to each
o Survey respondents placed on 100 point
scale
Psychographic Intensity Indices
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
69.3
58.8
56.0
66.0
69.7
67.3
62.2
71.9
69.4
69.1
58.5
55.4
65.2
67.9
62.2
56.9
65.7
63.0
0 25 50 75 100
Exploration Hungry
Nature Lovers
Activity Seeker
Connectivity
Price Sensitivity
Authenticity
Travel Planning Intensity
Cultural Interest
Culinary Interest
Generation Z Millennials
55.4
56.9
58.5
62.2
63.0
65.2
65.7
67.9
69.1
0 25 50 75 100
Activity Seeker
Travel Planning Intensity
Nature Lovers
Authenticity
Culinary Interest
Connectivity
Cultural Interest
Price Sensitivity
Exploration Hungry
Less important <-------> More Important Less important <-------> More Important
Less
importance
for ALL
CATEGORIES
Psychographics: Generation Z
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Takeaways
1. Demographically different
o Primarily Single
o Ethnically diverse
o Lower income and educational
attainment
2. Lag behind Millennials in travel
volume
3. Generally similar travel planning
habits in resource usage
4. Different social media consumption
5. Key Psychographics: Exploration,
Culture and Price sensitivity
6. Our sense: Not fully developed as
a travel segment yet
Generation ZTravelers between 15 and 23 years of age
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
International Travelers
of traveling adult Americans
Travelers who have ventured abroad
for leisure in the past 12 months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
42.9%40.0%
29.8% 29.8%
0%
20%
40%
60%
Expects to take
more trips (next 12
months)
Expects to spend
more on travel
(next 12 months)
International Travelers
Domestic-only Travelers
Demographics: International Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
International
Travelers
Domestic-only
Travelers
Average age (years) 45 50
Generation X or younger 60.8% 47.7%
Annual Income > $80K 47.5% 30.5%
Urban Dweller 37.3% 21.1%
Non-Caucasian 31.9% 18.1%
5.12
2.312.47
3.23
2.38
0.65
0.0
1.0
2.0
3.0
4.0
5.0
6.0
Leisure trips
taken (average
#)
Trips taken by
car (average #)
Trips taken by air
(average #)
International
Travelers
Domestic-only
Travelers
14.3%
39.7%
0% 20% 40% 60%
Domestic-only
Travelers
International
Travelers
Took at Least One
Business/Convention Trip(Past 12 Months)
Travel Behaviors: International Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
The Quintessential
Hyper-Informed
Traveler
75.0%
62.7%
50.0%
56.1%51.2%
40.5%
28.2%
41.1%
0%
20%
40%
60%
80%
Used user-
generated
content
Used print
resources
Used a DMO
website
Used any social
media to plan
travel
International Travelers
Domestic-only Travelers
Planning Resources: International Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
56.2
61.1
62.2
63.9
64.7
68.1
69.8
70.2
73.8
0 25 50 75 100
Activity Seeker
Nature Lovers
Connectivity
Travel Planning Intensity
Price Sensitivity
Culinary Interest
Authenticity
Exploration Hungry
Cultural Interest
73.8
68.1 65.6
62.5
40
50
60
70
80
CULTURAL INTEREST CULINARY INTEREST
Biggest Differences
(Avg. Score, 1-100 point scale)
International Travelers
Domestic-only Travelers
Psychographics: International Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Less important <-------> More Important
Takeaways
1. Super Gung-Ho for Travel
o More trips
o More spending
o More enthusiasm for
increasing their travels
2. Culture and cuisine focused
3. The Quintessential Hyper-
Informed Traveler
International TravelersTravelers who have ventured abroad for leisure in
the past 12 months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
of traveling adult Americans
Travelers who have visited a National Park on a
leisure trip in the past 12 months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
National Parks Travelers
National Parks Travelers
63.7%
36.3%
44.3%
55.7%
0%
20%
40%
60%
80%
Gen X or Younger Baby Boom or older
National Parks Travelers
Non-National Parks Travelers
National Parks Travelers
Average Age 44
Non-National Parks Travelers
Average Age 51
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
National Parks Travelers
4.67
2.803.13
2.17
0.0
2.0
4.0
6.0
Leisure trips taken (average #) Trips taken by car (average #)
National Parks Travelers Non-National Parks Travelers
42.7% 42.0%
27.9% 27.3%
0%
20%
40%
60%
80%
Expects to take more trips (next
12 months)
Expects to spend more on travel
(next 12 months)
National Parks Travelers Non-National Parks Travelers
Frequent, highly enthusiastic travelers…
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
16.6%
54.2%
77.5%
4.5%
23.5% 24.0%
0%
20%
40%
60%
80%
100%
Traveler in a
recreational vehicle
Traveled with their
own children
Visited a State, Local
or Regional Park
National Parks Travelers
Non-National Parks Travelers
Travel Activities in the Past 12 Months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
National Parks Travelers
National Parks Travelers
69.2%63.6%
47.4%
58.0%
50.1%
36.5%
19.4%
37.9%
0%
20%
40%
60%
80%
100%
Used user-
generated
content
Used print
resources
Used a DMO
website
Used any social
media to plan
travel
National Parks Travelers Non-National Parks Travelers
Travel Planning Resources Used in Past 12 Months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Less important <-------> More Important
54.5
62.7
63.1
64.0
67.5
67.7
69.4
72.2
74.1
0 25 50 75 100
Activity Seeker
Travel Planning Intensity
Connectivity
Nature Lovers
Price Sensitivity
Culinary Interest
Authenticity
Exploration Hungry
Cultural Interest
74.1
67.7 64.0
67.564.2
61.8 62.2
68.6
40
50
60
70
80
90
100
Cultural
Interest
Culinary
Interest
Nature Lovers Price
sensitivity
National Parks Travelers
Non-National Parks Travelers
Psychographics: National Parks Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
National Parks TravelersTravelers who have visited a National Park
on a leisure trip in the past 12 Months
Takeaways
1. Large, frequent traveling segment
2. Skew younger in age
3. Includes many family travelers
4. Hyper-informed traveler behaviors
5. Other parks are important to them
6. Defy stereotypes with interest in culture and
cuisine
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
of traveling adult Americans
Family TravelersTravelers who have taken their own children
with them on a leisure trip in the past 12
months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Younger and skew female
56.5%
72.5%
27.5%
48.2%
39.5%
60.5%
0%
20%
40%
60%
80%
100%
Female Gen X or
Younger
Baby Boom or
older
Family TravelersOther Travelers
Family Travelers
41 Average Age
Other Travelers
53 Average Age
Demographics: Family Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Trips Taken in Past Year
4.51
1.63 1.54
3.17
0.89 0.77
0.0
1.0
2.0
3.0
4.0
5.0
Leisure trips
taken (average
#)
Leisure day trips
taken (past 12
months)
Traveled by air
(average # trips)
Family Travelers Other Travelers Family Travelers
30.1%
Other Travelers
15.6%
Traveled Outside the USA
Family Travelers are Super Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
63.9%
48.5%
19.2%
34.5%
23.9%
4.2%
0%
20%
40%
60%
80%
100%
Any social
media
Used Facebook Used Twitter
Family Travelers
Other Travelers
Resources Used in Travel Planning Question: When traveling for leisure, do you take
photos/videos to share on social media?
31.0% 27.4%
45.0%
25.7%
0%
20%
40%
60%
80%
100%
Family Travelers Other Travelers
Yes, sometimes
Yes, always
Families are Super Social Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Used in Past 12 Months
41.8%
20.8%
0%
20%
40%
60%
Family Travelers Other Travelers
Peer-to-Peer Lodging Mega-Consumers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Less important <--------------> More Important
56.5
60.7
63.6
64.3
65.7
67.5
68.1
68.4
71.3
0 25 50 75 100
Activity Seeker
Nature Lovers
Travel Planning Intensity
Connectivity
Authenticity
Price Sensitivity
Culinary Interest
Exploration Hungry
Cultural Interest
68.1
64.3
71.3
65.7
60.7
68.4
61.4
57.6
65.3 65.7 63.8
71.6
40
50
60
70
80
Family TravelersOther Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Psychographics: Family Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Takeaways
1. Younger
2. Heavy social media consumers/users
for travel
3. Propensity to share photos and do so
to influence their networks to travel
4. Peer-to-peer Mega-consumers
5. Key Psychographics: Cuisine,
Connectivity and Culture
Travelers who have taken their own children with
them on a leisure trip in the past 12 months
Family Travelers
of traveling adult Americans
Print Resource UsersTravelers who have used any printed travel
planning resource in the past 12 months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Print Resource Users
Other Travelers
52.9% 52.9%
47.1%45.9%48.4%
51.6%
0%
20%
40%
60%
80%
Male Gen X or Younger Baby Boom or older
Print Resource UsersOther Travelers
48 Average Age
50 Average Age
Demographics: Print Resource Users
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
3.85
1.511.29
3.43
0.83 0.81
0.0
1.0
2.0
3.0
4.0
Leisure trips
taken (average
#)
Leisure day trips
taken (past 12
months)
Traveled by air
(average # trips)
Print Resource Users
Other Travelers
28.4%
54.7%
13.8%
28.6%
0%
20%
40%
60%
Traveled outside the USA Extended a business trip
for leisure
Print Resource Users
Other Travelers
Travel Behaviors: Print Resource Users
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
65.4%61.0%
21.7% 22.3%
48.4%
30.5%
11.5% 9.5%
0%
20%
40%
60%
80%
100%
Any user-generated
content
Any social media Online video Travel related
programming on TV
Print Resource Users Other Travelers
Travel Planning Resources: Print Resource Users
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Takeaways
1. The largest segment studied here
2. Skews male
3. They travel a lot, especially likely to go
overseas
4. Demographically this segment is more
like the norm than the other segments
studied
5. Also heavy consumers of digital
planning content
Print Resource UsersTravelers who have used any printed travel
planning resource in the past 12 months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
of traveling adult Americans
Social Media-
Influenced TravelersTravelers who visited a place because social
media content influenced them to do so
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Which of these social media
services do you regularly use?
11.0%
1.7%
2.5%
16.3%
27.0%
29.4%
31.8%
39.9%
53.9%
75.7%
0% 20% 40% 60% 80%
NONE OF THESE
Periscope
Flickr
Snapchat
YouTube
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
54.5%
83.6%
16.4%
50.1%
42.5%
57.5%
0%
20%
40%
60%
80%
100%
Female Gen X or Younger Baby Boom or older
Social media-influenced Travelers Other Travelers
Social Media-Influenced Travelers
35 years old (Avg.)
Other Travelers
54 years old (Avg.)
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Psychographics: Social Media-Influenced Travelers
Social Media-Influenced Travelers
$3,785 Max. annual
travel budget
Other Travelers
60.8%
55.3%
25.8% 26.3%
0%
20%
40%
60%
80%
Expects to take more
trips (next 12 months)
Expects to spend more
on travel (next 12
months)
Social media-influenced Travelers Other Travelers
$2,975 Max. annual
travel budget
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Psychographics: Social Media-Influenced Travelers
Less important <----------------> More Important
58.4
59.2
65.6
66.4
67.9
68.5
70.0
72.7
76.9
0 25 50 75 100
Activity Seeker
Nature Lovers
Travel Planning Intensity
Price Sensitivity
Exploration Hungry
Connectivity
Authenticity
Culinary Interest
Cultural Interest
Psychographics: Social Media-Influenced Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Less important <----------------> More Important
58.4
59.2
65.6
66.4
67.9
68.5
70.0
72.7
76.9
0 25 50 75 100
Activity Seeker
Nature Lovers
Travel Planning Intensity
Price Sensitivity
Exploration Hungry
Connectivity
Authenticity
Culinary Interest
Cultural Interest
68.7
66.4
0 25 50 75 100
Other Travelers
Social media-
influenced
Travelers
Psychographics: Social Media-Influenced Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
53.8%
48.3%
18.6%
33.3%
0%
20%
40%
60%
80%
Used a group discount websites (past 12 months) Sticking to a carefully planned travel budget is
important
Social media-influenced Travelers Other Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Psychographics: Social Media-Influenced Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Takeaways
1. Nearly one-in-five travelers
2. Young, with high travel budgets
3. Strong enthusiasm for increasing their travel
4. Not price sensitive, but interested in
discounts and deals
Travelers who visited a place because social
media content influenced them to do so
Social Media-Influenced Travelers
of traveling adult Americans
Bleisure TravelersTravelers who have extended a business
trip for leisure in the past 12 months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Why They Combine Business with Leisure
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
9.6%
18.0%
19.1%
24.7%
24.7%
28.10%
29.2%
30.9%
41.0%
46.1%
0% 20% 40% 60%
I didn't want to go right back to work
I was able to pass the costs on to my employer
Great deal on an AirBnB
I wanted to post pictures on social media
Chance to have fun or party
Great hotel deal
To spend extra time with my travel
companion(s)
I had friends or relatives in the area
I wanted to explore the destination
Chance to unwind or relax
Question: Why specifically
did you extend your business
trip(s)?
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Younger and less of a male skew Bleisure Travelers
41 Average Age
Other Business Travelers
45 Average Age
52.2%47.8%
75.8%
24.2%
59.2%
40.8%
62.1%
37.9%
0%
20%
40%
60%
80%
100%
Male Female Gen X or
Younger
Baby Boom
or older
BLeisure Other Business Travelers
Demographics: Business-Leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Bleisure Travelers
60.1%Other Business Travelers
26.1%
Traveled Outside the USA
Frequent Travelers – International Super Travelers
6.12
2.48 2.63
4.73
1.291.56
0.0
2.0
4.0
6.0
8.0
Leisure trips Overnight leisure trips Trips by air
BLeisure
Other Business Travelers
Travel Behaviors: Business-leisure Travelers
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Bleisure Travelers
79.8%
Other Business Travelers
55.0%
Used Social Media for Travel Planning (Past 12 Months)
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Bleisure Travelers
54.5%
Other Business Travelers
36.5%
51.5% 50.3%
29.7%34.5%
20.6%
74.3%
52.7%
12.0% 12.6% 13.8%
0%
20%
40%
60%
80%
Share
experiences with
friends & family
Keep a record of
personal
memories
Influence my
friends/followers
to travel
Start online
conversations
with my
friends/followers
Bragging rights -
to look good to
friends/followers
BLeisure Other Business Travelers
Main Motivations for Posting Images on Social Media
Question: When traveling for leisure, do you take photos/videos to
share on social media? (ALWAYS)
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Takeaways
1. Extend trips for marketable reasons
2. International super travelers
3. Strong use of social media for travel planning
4. Motivated to post on social for different
reasons compared to other business travelers
Travelers who have extended a business trip
for leisure
Bleisure Travelers
Generation Z National Parks Travelers
International Travelers
Travelers between 15
and 23 years of age
Travelers who have
ventured abroad for
leisure in the past 12
months
Travelers who have visited
a National Park on a
leisure trip in the past 12
Months
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Family Travelers
Travelers who have taken
their own children with
them on a leisure trip in
the past 12 months
Social Media-Influenced
Travelers
Travelers who visited a place
because social media content
influenced them to do so
The State of the American Traveler, Traveler Segments Edition, Destination Analysts, Inc.
Bleisure Travelers
Travelers who have
extended a business trip
for leisure
Print Resource Users
Travelers who have used any
printed travel planning
resource in the past 12
months
THANK YOU
destinationanalysts.com
kimberly@destinationanalysts.com
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