MMGY Global, an integrated travel and hospitality marketing firm in the U.S., has released findings from its annual Portrait of American Travelers (POAT) survey that highlights a record year for the leisure travel industry.
According to the 26th annual POAT, Americans’ intent to travel is up 14 percentage points over 2015, with intent to spend on transportation, lodging and entertainment to increase by nine points.
These findings show travel intentions have not only recovered from the Great Recession, but have soared above pre-recessionary levels. The report also reveals the importance of micro-segmentation in lieu of defining travel audiences by broad generational groups, as well as the role reversal between travel suppliers and online travel agents in consumers’ preferences for travel purchase.
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