Travel Research - Celebration Vacations...Q25b: Of your upcoming events or milestones, please indicate which ones you are considering or planning to celebrate with a trip. Base: Has

AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved

AARP TravelResearch:

Celebration Vacations

Allison Kulwicki July 2014https://doi.org/10.26419/res.00085.001


Table of Contents

Celebration Vacation

Objectives 3

Executive Summary 4-5

Section 1: Sizing the Opportunity 6-10

Section 2: Key Findings• Key Findings for Travelers• Key Findings for Dreamers• Generational Differences

11-22

23-33

34-35

Appendix• Methodology• AARP Research Center team

36-38

2


Objectives

• Uncover the emotional reasons for choosing travel as away to celebrate

• Identify the types of Celebration Vacations being takenand desired, and details related to planning and takingthe trip

• Ascertain whether a Celebration Vacation is moreprevalent than in earlier generations

3


Executive Summary

• Approximately three-fourths of those age 45 and above have either taken orintend to take a Celebration Vacation in the next two years.

• There are a number of reasons why people choose travel as a way to celebrate,but the sheer enjoyment of it and the desire to get away top the list.

• Celebration Vacationers are looking for a laid back and relaxing trip, with manylooking forward to spending time with family and friends.

• Anniversaries and Birthdays are the most common milestones to celebrate witha trip, although they do not appear to be planned far in advance and may be abit more spontaneous than other milestone trips.

• Those celebrating the milestone are most likely the person doing all theplanning, with the exception of those who are celebrating bigger birthdays (i.e.70th), these appear to be planned by someone else.

4


Executive Summary (Continued)

• Traveling within the U.S. is a popular choice for Celebration Vacations, followedby trips to a Tropical location or Europe.

– So not surprising, a City is the most common type of location cited, followed by thebeach.

• Approximately 50% of respondents claim to travel with just one other person,primarily their significant other.

– This is driven by the high incidence of Anniversary trips; those celebrating birthdaysor other milestones are more likely to travel with a variety of family and friends.

• The hardest part of the travel process is planning the budget and sticking to it.Among those still in the planning phase of the Celebration Vacation, choosingthe destination and travel dates is also challenging.

• Regardless of the issues one might have faced, Celebration Vacations areextremely satisfying (96% Very/Somewhat Satisfied) to the point that most(92%) are likely to take one again in the near future.

5


SIZING THEOPPORTUNITY

6


Phrase Recall & Interest

• The phrase Celebration Vacationis not mainstream….yet, with lessthan 10% claiming to have heardof it.

– That said, most intuitively know whatit means; ‘A vacation to celebrate alife milestone’

91%

9%

0%

20%

40%

60%

80%

100%

No Yes

Heard Of Celebration Vacation

Q1: Have you ever heard of the phrase Celebration Vacation? Base: Total Respondents (n=1,222)Q3a: How likely would you be to stop and read an article or advertisement that used the phrase Celebration Vacation?

• The phrase generates moderateenthusiasm

– Women are significantly more likelyto stop and read somethingCelebration Vacation related thanare men

– Those 50-59 show more interest inthe subject matter than theiryounger counterparts or those 70+

43%

36%

21%

0%

10%

20%

30%

40%

50%

Likely Neutral Unlikely

Interest in Celebration VacationAds/Articles

7


Possible Milestones to Celebrate

• An Anniversary seems to make the most sense as aCelebration Vacation, followed by a milestone birthday,retirement, or a wedding.

87%

74%69%

66%

53% 51%

33%26%

20%15%

0%

20%

40%

60%

80%

100%

Anniversary Birthday Retirement A wedding A Reunion A Graduation A Success Overcomingan Illness

A Birth A Divorce

Possible Celebration Vacation Milestones

Q3b: Which of the following types of events or milestones do you see falling into the Celebration Vacation category? Base: Total Respondents (n=1,222)

8


Type of Trip to Celebrate

• Traveling by air within theU.S. appears to be a goodfit for a CelebrationVacation

– The <60 year olds appear tobe more adventurous thanthose 60+, with significantlymore being open to all kindsof travel options to celebrate

* Indicates a significant difference between segments at the 95% confidence level

Q3c: What would you most likely do for a Celebration Vacation? Base: Total Respondents

70%

50%47%

21%

74%

55%

50%

24%

66%

46% 45%

18%

0%

20%

40%

60%

80%

Fly within U.S. Drive 50+miles

Fly outsideU.S.

Have peoplecome to your

town

Type of Celebration Vacation Trip

Total (n=1,222) < 60 yr old (n=609) 60+ yr old (n=613)

*

*

*

9


Celebration Vacation Audience

Q4: Have you taken a Celebration Vacation in the past 2 years? Base: Total Respondents (n=1,222)Q23: How likely would you be to plan another Celebration Vacation as a way to celebrate an upcoming special event/milestone? Base: Celebration Vacation Travelers (n=530)Q25b: Of your upcoming events or milestones, please indicate which ones you are considering or planning to celebrate with a trip. Base: Has not taken a Celebration Vacation in the past 2 years (n=692)

Total Respondents(n=1,222)

Taken a Celebration Vacation inthe past 2 years 43% Yes 57% No

Planning or Considering aCelebration Vacation in the next2 years

69% Yes 31% No

Would take another CelebrationVacation 92% Yes

NET Opportunity 39% Travelers 39% Dreamers+ = 78%

• The majority ofthe 45+audience has alistening forCelebrationVacation Travelmarketing; withhalf having takenone in the pastand interested inanother, and theother halfcurrentlyplanning orconsidering onein the nearfuture.

10


KEY FINDINGS:TRAVELERS

11

(Those who have taken a Celebration Vacation in the past 2 years)


Milestones Celebrated - Travelers

• Anniversaries and Birthdays are the most popular milestonescelebrated with a vacation, with most, but not all, waiting for themajor ones.

49%45%

19% 19% 18%

13%

8%5%

3%1%

0%

20%

40%

60%

Anniversary Birthday A Reunion A Wedding A Graduation Retirement A Birth A Success Overcomingan Illness

A Divorce

Milestones Celebrated – Past 2 Years

Anniversary

25th: 11%40th: 11%50th: 10%

Birthday

50th: 14%60th: 16%70th: 13%

12

Q5: Please indicate all the special events or milestones, in your life, you have celebrated with a trip in the past two years?Q6: Which specific anniversary did you celebrate most recently with a trip? Q7: Which specific birthday did you celebrate most recently with a trip?Base: Celebration Vacation Travelers (n=530)


Why Travel To Celebrate - Travelers

• There are a variety of reasons why one would choose travel as away to celebrate, but the love of travel, followed by the milestoneitself (graduation, reunion, wedding), drives most of it.

3%

3%

8%

9%

14%

21%

23%

0% 20% 40%

Wanted to do something special

Wanted a romantic getaway

Wanted to go somewhere new/ different

Allows you to spend quality time with friends/ family

Fun thing to do

Because it was a special occasion

Enjoy traveling/ getting away

Reasons For Choosing Travel To Celebrate

“It was a vacation gift to mydaughter for her graduationand the entire family went to

the UK”

“Travel is my favorite thing to do, andwe have a tradition of celebrating eachof my 5-year birthdays (since 50) with

a trip to Paris and France.”

“I wanted a trip to spend timewith 3 generations thatincluded children and

grandchildren.”

“It was a special way toshow my love and

appreciation to my wife.”

13

Q9: Why did you choose travel as a way to celebrate your most recent special event/milestone? Base: Celebration Vacation Travelers (n=530)


Travel Trade-Offs - Travelers

• For those celebrating a specialevent/milestone, a party wasthe most commonlyconsidered alternative to atrip.

– African Americans/Blacks aremore likely to consider jewelrythan Caucasians or Hispanics.

• Almost half didn’t consideranything but a trip.

– Caucasians are more likely to befocused solely on travel thanAfrican Americans/Blacks orHispanics.

48%

5%

6%

7%

7%

18%

37%

0% 20% 40% 60%

Nothing else considered

New car, boat, motorcycle

Remodeling the home

Contribution to favorite charity

Big-ticket item for the home

Jewelry or other significant, personal item

A party or event

Other Ways to Celebrate a Milestone

14

Q10: Did you consider any of the following as a way to celebrate your most recent special event/milestone before deciding on a trip?Base: Celebration Vacation Travelers (n=530)


Travel Planner - Travelers

• Most trips are planned by the person celebrating the milestone

• That said, women plan more of them then men, as men are morelikely than women to let their significant other make the travelarrangements.

67%

17%

9%

3%

4%

Who Planned the Trip

Myself Significant Other Relative Friend Other

Males59%

Females73%

Males25%

Females11%

15

Q11: Who did the majority of the planning for your most recent Celebration Vacation? Base: Celebration Vacation Travelers (n=530)

Significant Other Plans - By Gender Self Planners - By Gender


Online Travel Tool Use – Travelers

• The majority will use an onlinewebsite to plan or book thetrip, but only one-third will usethe internet to dream up ideasor share their vacation withothers.

• Popular Travel Booking sitesinclude:

– Expedia; 8%

– Trip Advisor; 7%

– Travelocity; 5%

• Popular Airline sites include:– Southwest; 5%

– Delta; 3%

– American; 3%

70%63%

35%30%

0%

20%

40%

60%

80%

To Book Trip To Plan Trip To ShareTrip

To Dream upIdeas

Those Using Online Tools

41%

31%27%

13% 13%6%

0%

20%

40%

60%

TravelBooking

Hotel Airline Cruise SocialMedia

SearchEngines

Types of Sites Used

16

Q12: Were any tools used to help? Base: Celebration Vacation Travelers (n=530)Q13: What specific online tools or sites did you use? Base: Celebration Vacation Travelers Who Used Any Online Site (n=427)


Vacation Destinations - Travelers

63%

6% 4% 2%

18%

5%2%

9%

2% 1%

11%

0%

20%

40%

60%

80%

U.S.Locations

(NET)

Las Vegas Disney Los Angeles Tropical/Beach (NET)

Caribbean Hawaii Overseas(NET)

Italy France/Paris

All Other(NET)

Celebration Vacation Destinations

• The vast majority of Celebration Vacations taken, among past 2year travelers, were taken in the U.S. to a myriad of places, withthe most common being Las Vegas.– Disney is more likely to be visited by those 45-49 yrs old than those 50+

– Hispanics are more likely to have traveled overseas than are African Americans

Differences by Milestone:Anniversaries and Birthdays have a higherincidence than Reunions to be celebrated ina tropical location, as Reunions arepredominantly celebrated within the U.S.

17

Q14a: Where did you spend your most recent Celebration Vacation, specifically? Base: Celebration Vacation Travelers (n=530)

1. Las Vegas2. Disney3. Los Angeles4. Florida5. Hawaii6. New York City7. New Orleans8. Chicago9. California10. Alaska

1. Caribbean2. Hawaii3. Puerto Rico4. Bahamas5. St. Martin6. Cabo7. Cancun8. Maui9. Negril

1. Italy2. France3. Paris4. Africa


Types of Vacations - Travelers

• A city or beach locationare the most popular fora Celebration Vacation.

City Beach On the water* Mountains Other

24%

14%

9%

18% 35%

By Way of Location

53%

27%

56%

81%

46%

61%

44%45%

35%

57%

33%

12%

26% 29% 31%

17%

25%

18%23% 25%

0%

20%

40%

60%

80%

Total Anniversary(n=180)

Birthday(n=124)

Reunion(n=48)

By Way of Experience – Top 3 Milestones

Time w/Others Laid Back Time w/True Love Sun & Fun Active

• With the exception of an Anniversary,time spent with family/friends bestdescribes the Celebration Vacation

• A laid back vacation is more popularthan an active one

18

Q15: Which of the following best describes your Celebration Vacation location? Base: Celebration Vacation Travelers (n=530)Q17: When you look back on your recent Celebration Vacation, which of the following best describes the type of trip it was?

*On the water includes, cruises, sailing, boating


• Anniversaries are celebratedwith the significant other only,most of the time.

• Birthdays appear to takemultiple forms, some travelingwith just one other person,others with groups of friendsor family.

• By nature of what a reunion is,it is no surprise this type ofcelebration involves lots ofdifferent types of people.

Who They Vacation With - Travelers

• The number of people youtravel with, and who you travelwith, is driven primarily by themilestone being celebrated.

Number of Travelers

Anniv. Birthday Reunion

Solo 1% 5% 8%

Two 71% 50% 14%

Four 12% 10% 11%

Six - Ten 7% 16% 21%

Eleven + 4% 12% 42%

Mean 3.7 5.7 24.6

Persons Traveling With


Significant Other 96% 78% 60%

My Children 15% 25% 23%

Friends 11% 22% 21%

Extended Family 8% 17% 30%

My Parents 1% 3% 7%

My Grandchildren 2% 1% 8%

19

Q16a: Approximately how many people traveled for your most recent Celebration Vacation? Base: Celebration Vacation Travelers (n=530)Q16b: Who specifically accompanied you on your most recent Celebration Vacation? Base: Accompanied by at least one person (n=504)


Vacation Satisfaction & Sharing

• Practically everyone that took aCelebration Vacation claim to besatisfied with their decision tocelebrate their milestone with atrip.

96%

2% 2%0%

20%

40%

60%

80%

100%

Very/SomewhatSatisfied

Neither Very/SomewhatDissatisfied

Satisfaction with Celebration Vacation

• Sharing the vacation varies someby age;

– Those 45-69 are significantly morelikely to use Facebook, text andInstagram than those 70+

59%

46%

33%28%

12%

5% 4%

57%52%

39%

29%

11%

3% 5%

64%

29%

15%

24%

16%11%

0%0%

10%

20%

30%

40%

50%

60%

70%

Email Facebook Texts PhotoAlbums

Photosharing

sites

Letters Instagram

How Shared Celebration Vacation

Total < 70 70+

20

Q20: How satisfied were you with choosing a vacation to celebrate your most recent special event/milestone? Base: Celebration Vacation Travelers (n=530)Q19: What are all the ways you shared pictures and stories from your most recent Celebration Vacation? (Base: <70: n=400, 70+: n=130)


Travel Planning Hardships – Travelers

• Although many did not encounter any difficulties in planning theirtrip, those that did cite budgeting as the biggest issue.

41%

5%

7%

7%

7%

8%

8%

9%

11%

13%

17%

0% 20% 40% 60%

Nothing

Comm details to travelers

Making reservations at destination

Comm changes in itinerary

Coordinating ground transportation

Booking airfare

Developing an itinerary

Choosing dates

Identifying activities at destination

Budgeting for trip

Sticking to budget

Top 10 Hardships of Planning a Celebration Vacation

21

Q22: What part of the travel process, if anything, was harder to do that you expected? Base: Celebration Vacation Travelers (n=530)


Likelihood to Travel Again - Travelers

• Nine out of ten travelers are likely to take a second CelebrationVacation, with the challenge in planning one being the onlynegative, mentioned by a handful.

1%

1%

6%

19%

73%

0% 20% 40% 60% 80%

Very Unlikely

Somewhat Unlikely

Undecided

Somewhat Likely

Very Likely

Likelihood to Take Another Celebration Vacation

“It was a real fun time.Expense is the only thing thatwould hold us back from doing

it again.”

“Because it was a great way tocelebrate. We are not one to purchaseexpensive items as a gift, but we will

spend on a trip to celebrate.”

“Would rather just do it athome.”

“No desire.”

“I have a "bucket list" ofplaces I would like to see.”

“It takes a lot of planningand you can never please

everyone.”

22

Q23/Q24: How likely would you be to plan another Celebration Vacation as a way to celebrate an upcoming special event/milestone? And why is that?Base: Celebration Vacation Travelers (n=530)


KEY FINDINGS:DREAMERS

23

(Those who have not taken a Celebration Vacation in the past 2 years,but are considering or planning one in the next 2 years)


Milestones To Celebrate - Dreamers

• Leading up to an event or milestone, there appears to be greatercommitment to take a Celebration Vacation for a wedding or a reunionthan those who anticipate a milestone anniversary, birthday, orretirement.

49%

36%47%

39% 44%54%

29%

52%

37%

18%

14%

26%

28% 18%

16%

21%

16%

12%

0%

20%

40%

60%

80%

Anniversary(n=385)

Birthday(n=411)

A Reunion(n=118)

A Wedding(n=67)

A Graduation(n=84)

Retirement(n=118)

A Birth (n=26) A Success(n=64)

Overcoming anIllness (n=26)

Upcoming Milestones – Intent to Celebrate with a Trip

Considering Planning

67%

50%

67%62%

70%

50%

68%

49%

73%

24

Q25b: Of your upcoming events or milestones, please indicate which ones you are considering or planning to celebrate with a trip.Base: Total Dreamers with Upcoming Milestone (n=varies)


Variance in Intent and Action

• The variances seen between milestones celebrated with a trip and thosecurrently being planned suggest anniversary and birthday trips might be abit more spontaneous than other events.

– Variances in birthdays anticipated vs. those celebrated indicates that perhaps someoneother than the person being celebrated is driving and planning this celebration.

49%45%

19% 19% 18%

13%

8%5%

3%

18%14%

26%28%

18%16%

21%

16%12%

0%

20%

40%

60%

Anniversary Birthday A Reunion A Wedding A Graduation Retirement A Birth A Success Overcoming anIllness

Milestones Celebrated vs. Planning to Celebrate

Travelers Dreamers

BirthdaysCelebrated

50th: 14%60th: 16%70th: 13%

BirthdaysAnticipated

50th: 20%60th: 19%70th: 5%

25

Q5: Please indicate all the special events or milestones, in your life, you have celebrated with a trip in the past two years? Q7: Which specific birthday did you celebrate most recentlywith a trip? Base: Celebration Vacation Travelers (n=530)

Q25b: Of your upcoming events or milestones, please indicate which ones you are considering or planning to celebrate with a trip. Q28: Which upcoming birthday are you planning tocelebrate with a trip? Base: Celebration Vacation Dreamers with Upcoming Milestone (n=varies)


Degrees of Planning – Dreamers

• For those with an intent totake a Celebration Vacation inthe next 2 years, the vastmajority have barely begunthe planning process.

• Among those who have begunplanning, including those whohave completely planned theirtrip, about half have selectedtheir destination.

6% 3% 4%

27%

60%

0%

10%

20%

30%

40%

50%

60%

70%

Completelyplanned

Almostcompletely

planned

Abouthalfwaythrough

Just gettingstarted

It's still justan idea

How Far Along in Planning

52%48%

0%

20%

40%

60%

Yes No

Decided on DestinationBase: Those Planning (n=190)

26

Q31: How far along are you in planning your Celebration Vacation? Base: Those Considering or Planning a Celebration Vacation (n=478)Q34: Have you decided on a final destination for your Celebration Vacation? Base: Those Planning a Celebration Vacation (n=190)


Why Travel To Celebrate - Dreamers

• Those who are considering or planning to celebrate an upcomingmilestone with a trip say it is because they love to travel, it’s fun,it’s special, and allows them to see something new.

3%

4%

5%

6%

6%

13%

15%

31%

0% 20% 40%

Want a romantic getaway

Have time to do it now

To spend quality time with friends/ family

To go somewhere new/ different

Something special to do

Special occasion requires it

Fun thing to do

Enjoy traveling/ getting away

Reasons For Choosing Travel To Celebrate

“It's a big birthday and there aremany places I want to see. So, Iwon't mind spending the money

for such an exciting event.”

“My husband and I loveto travel and it's the

perfect way to celebrate.”

“Traveling back to Michigan for40th high school reunion”

“Would enjoygetting away fromthe daily routine.”

“To experience new placesand people.”

“I will have as much time asI want to stay there and

celebrate.”

27

Q29: Thinking about the event/milestone you have coming up, why are considering/planning a Celebration Vacation?Base: Those Considering or Planning a Celebration Vacation (n=478)


Travel Trade-Offs - Dreamers

• Some of those with interest ina Celebration Vacation areconsidering alternatives to atrip; a party, and to a lesserextent, jewelry.

– African Americans/Blacks aremore likely to consider jewelrythan Caucasians or Hispanics.

• That said, many (41%) are notconsidering anything but atrip.

41%

4%

7%

8%

8%

16%

39%

0% 20% 40% 60%

Nothing else considered

Contribution to favorite charity

Big-ticket item for the home

New car, boat, motorcycle

Remodeling the home

Jewelry or other significant, personal item

A party or event

Other Ways to Celebrate a Milestone

28

Q30: What other ways are you considering celebrating your upcoming event?Base: Those Considering or Planning a Celebration Vacation (n=478)


Travel Planner - Dreamers

• Most trips are being planned by the person celebrating themilestone

• If it’s not the celebratee, then it is likely another family member; formen, that person is usually their significant other.

72%

15%

7%

1%

5%

Who is Planning the Trip

Myself Significant Other Relative Friend Other

Males71%

Females73%

Males21%

Females9%

29

Q32: Who is doing the majority of the planning for your Celebration Vacation? Base: Those Considering or Planning a Celebration Vacation (n=478)

Significant Other Plans - By Gender Self Planners - By Gender


Vacation Destinations - Dreamers

53%

9%

3% 3%

22%

11%

4%2%

16%

6%3%

1% 1%

6%

0%

20%

40%

60%

U.S.Locations

(NET)

Las Vegas Disney NewEngland

Overseas(NET)

France/Paris

Africa Italy Tropical/Beach(NET)

Hawaii PuertoRico

Cabo Maui All Other(NET)

Celebration Vacation Destination Chosen

• Similar to those who have already taken a Celebration Vacation,staying within the U.S. is a popular choice among those planningsuch a trip in the next 2 years; Las Vegas remains a destination ofinterest, as does Paris, France and Hawaii.

Top 3 Drivers of Destination Choice:- Family/Friends are there; 13%- Love to visit there; 13%- Always wanted to go there; 11%

30

Q35a/b: Where are you planning to go for your upcoming Celebration Vacation? Why did you choose this location?Base: Those Who Have Chosen a Destination (n=72)

1. Las Vegas2. Disney3. New England4. Washington, DC5. San Francisco6. Florida7. Alaska


Persons Traveling With


Significant Other 86% 80% 58%

My Children 27% 24% 25%

Friends 13% 32% 33%

Extended Family 8% 30% 16%

My Parents 1% 6% 9%

Other 4% 4% 20%

Number of Travelers


Solo 4% 10% 0%

Two 62% 41% 39%

Four 12% 10% 12%

Six - Ten 14% 24% 14%

Eleven + 5% 5% 38%

Mean 3.7 4.2 13.1

Who They Will Vacation With - Dreamers

• Comparing those who have alreadytraveled to those who are planningto, it appears some may under-estimate the number of people thatmight accompany them on the tripwhile at the planning stage.

• And although 8% claimed to havetraveled solo for a reunion, no oneanticipates this at the get-go.

• Their assumption of who will jointhem on the trip matches closely towho actually does, based onprevious traveler feedback.

– One out of five 45-49 yr olds say theyplan on traveling with their parents

– Women are more likely to travel withextended family than are men

31

Q36: Including yourself, approximately how many people will be traveling for your upcoming Celebration Vacation?Q37: Who will be joining your Celebration Vacation? Base: Those Considering or Planning a Celebration Vacation (n=478)


Types of Vacations - Dreamers

51%

60%

48%

28%

48%41% 44%

74%

38%

62%

30%

20%

33%27%

39%

22%19% 18% 16% 18%

19%20% 19% 20%

0%

20%

40%

60%

80%

Total Anniversary(n=183)

Birthday(n=123)

Reunion(n=43)

Desired Experience – Top 3 Milestones

Laid Back Time w/Others Time w/True LoveSun & Fun Active Adventurous

• A trip that is laid back and/or allows for timespent with family/friends best describes thetype of Celebration Vacation folks are after.

• Sun & Fun is a more popular vacation choicefor birthdays, for those <60 yrs of age, andfor Hispanics. 5%

4%

10%

65%

9%

4%

22%

32%

26%

34%

11%

14%

22%

16%

42%

8%

15%

23%

26%

35%

0% 20% 40% 60% 80%

Just traveling, in general

Being somewhere new/ special

Being Entertained

Time with Friends/ Family

Relaxing/ Getting Away

Looking Forward to the MostTotal Anniversary (n=183) Birthday (n=123) Reunion (n=43)

• What people look forward to the most is amix of relaxing and getting away.

• Spending time with friends and family is alsohigh on the list, but more so among thoseplanning a reunion than celebrating ananniversary or birthday.

32

Q38: Which of the following best describes the type of Celebration Vacation you want it to be? Q39: What do you look forward to the most?Base: Those Considering or Planning a Celebration Vacation (n=478)


Travel Planning Hardships – Dreamers

• The top three aspects of the planning process that have proved to be difficult forthose considering or planning a Celebration Vacation are:

– Budgeting, in general (more of an issue for those 45-49)

– Choosing a destination and travel dates

– Developing the itinerary/activities at the destination

17%

7%

10%

14%

19%

22%

26%

29%

30%

35%

0% 20% 40%

Nothing

Making reservations at destination

Communicating changes in itinerary

Booking airfare

Identifying activities at destination

Developing an itinerary

Sticking to budget

Choosing dates

Choosing a destination

Budgeting for trip

Top 10 Hardships of Planning a Celebration Vacation

33

Q40: What part of the travel process, if anything, do you think will be more difficult than you’d like?Base: Those Considering or Planning a Celebration Vacation (n=478)


KEY FINDINGS:GENERATIONAL DIFFERENCES

34


Who is More Likely To Celebrate w/Travel

• The majority feel they are more likely to take a Celebration Vacation thentheir parents did back in their day. As for reasons why they believe this,money, generational differences, and greater opportunity are citedamong an array of other perspectives.

74%

17%9%

0%

20%

40%

60%

80%

I am more likely We are equal I am less likely

Likelihood to Take a Celebration Vacation vs. Your Parents

“Because we enjoy thesame things”

“I got the idea frommy mother. If I don't

celebrate me whowill.”

“They were very busytaking care of all the

family.”

“My parents did mostof their celebrating at

home.”

“They were more laidback than I am.”

“My parents traveledfrequently for various and allreasons, they loved traveling.I enjoy it but not to the level

they did.”

“My parents lived on atight budget. We have alot more luxuries in ourlives today than people

40 years ago.”

“My parents rarely lefttown or did anything

new.”

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Q45: Are you more or less likely to celebrate special events or milestones with a Celebration Vacation compared to your parents for the sameevent/milestone? Base: Total Respondents (n=1,222)


APPENDIX

36


Methodology

• A 10-minute online survey was conducted among males andfemales, 45+, who have taken at least one trip 50 miles or moreaway from home, with a two-night stay, in the past two years.

• The survey was in field from June 3 - 12, 2014

• A total of n=1,222 surveys werecompleted

• Final counts by segment are detailedin the table to the right

• Final data has been weighted to U.S.Census for analysis

37


Research Team

38

This research was designed and executed byAARP 50+ Research:

and

In partnership with:

AARP Research Center, 50+ Research

Allison Kulwicki, Research Advisor [email protected]

Patty David, Sr Research Advisor/Team Lead [email protected]

Documents

Travel Research - Celebration Vacations...Q25b: Of your upcoming events or milestones, please indicate which ones you are considering or planning to celebrate with a trip. Base: Has