As a second pandemic summer comes to an end, many Americans are planning their holiday travel amidst consistent and lasting changes to their preferences and expectations of the travel and hospitality industries. For marketing and consumer insights professionals in travel and hospitality, understanding these shifts in diverse consumer behavior is vital to improving short- and long-term brand engagement strategies.
Collage Group’s latest Passion Points research unveils how American consumers across racial and ethnic segments engage with travel, and which segments care most deeply about this important aspect of American life. Passion Points are the activities and areas of life people are deeply interested in. They are the “things” that people prioritize when spending their time, money, and attention. And they are concrete expressions of culture.
Brands apply Passion Points to both extend reach and deepen connection with America’s multicultural consumers. These activations can vary, from authentic creative and brand positioning to partnerships and sponsorships. In all cases, Passion Point research provides critical insight for understanding which activations will be most successful.
Download an excerpt of our research for travel-related attitudes and behaviors marketers and insights leaders can use to connect with diverse America. And read below for five key insights for engaging multicultural consumer travel preferences.
Fill out the form to view a sample from our research on consumer attitudes and behaviors around Travel & Hospitality.
1. Most Americans are Eager to Travel
While many Americans remain concerned about the safety and health of traveling amidst the pandemic, most Americans are eager to travel, with Acculturated Hispanic and Asian Americans leading the pack at 74%.
2. And More than Half of Americans Want to See the World
Despite a preference for traveling domestically, 55% of Americans say they have a strong urge to see the world, with Black and Asian consumers saying they are most interested in traveling abroad.
3. 1 in 3 Americans Have a Favorite Travel Destination
Many Americans may already know where they want to travel. While one-third of Americans say they have a preferred vacation or travel destination, Black consumers are the least likely – at 23%.
4. Consumer Preferences for How They Travel Vary Across Race and Ethnicity, and Asian Americans Enjoy Flying the Most
The experience of flying is most enjoyed by Asian Americans (63%), while less than half of Hispanic consumers say they enjoy the experience. However, Hispanic consumers show great variation in their preference for flying across acculturation levels.
5. And a Large Majority of Consumers Enjoy Road Trips
Many Americans may be taking to the roads for holiday travel, as more than 75% say they enjoy road trips. Make sure not to miss the extreme variations across Hispanic acculturation: Unacculturated Hispanics are the least likely to enjoy the road (15%), while acculturated Hispanic consumers prefer this method of travel (78%).