VALS™ Industry Report: Travel October 2007
About This Report
As autumn approaches, the 2007 peak travel season will soon end. It's an appropriate time for a closer look at the travel industry estimated by the U.S. Department of Commerce to represent $11.7 billion in real GDP.
The Travel Industry Association says that "Travel is part of the American psyche." U.S. domestic travel increased 12.6% to more than 1.9 billion person-trips from 1995 to 2005, the last year for which the association has publicly available information. A person-trip is one person traveling 50 miles (one way) or more away from home or overnight. Even with increasingly crowded highway and airport conditions and the rising cost of fuel, the Travel Industry Association forecasts that person-trips will surpass the 2 billion mark in 2007 and rise to almost 2.2 billion by 2010.
This report explores which VALS™ groups are traveling with what frequency, vacation activities, and travel attitudes.
Table of Contents
| Innovators | 4 |
| General Travel Attitudes | 4 |
| Domestic Travel | 4 |
| Foreign Travel | 6 |
| Thinkers | 8 |
| General Travel Attitudes | 8 |
| Domestic Travel | 9 |
| Foreign Travel | 10 |
| Believers | 11 |
| General Travel Attitudes | 11 |
| Domestic Travel | 11 |
| Foreign Travel | 12 |
| Achievers | 14 |
| General Travel Attitudes | 14 |
| Domestic Travel | 14 |
| Foreign Travel | 16 |
| Strivers | 17 |
| General Travel Attitudes | 17 |
| Domestic Travel | 17 |
| Foreign Travel | 18 |
| Experiencers | 20 |
| General Vacation Attitudes | 20 |
| Domestic Travel | 21 |
| Foreign Travel | 21 |
| Makers | 23 |
| General Travel Attitudes | 23 |
| Domestic Travel | 23 |
| Foreign Travel | 24 |
| Survivors | 25 |
| General Travel Attitudes | 25 |
| Domestic Travel | 26 |
| Foreign Travel | 26 |
| Tables | |
| Travel Trends | 2 |
| Reason for Most Recent Domestic Trip, by VALS™ Group | 15 |
| Domestic Travel: When (Any) Trip in Past 12 Months, by VALS™ Group | 18 |
| Strivers' Vacation Activities | 19 |
| Domestic Travel: Means of Transportation on Most Recent Trip, by VALS™ Group | 24 |
| Domestic Vacation Activities, by VALS™ Group | 26 |
| Figures | |
| VALS™ Framework | 1 |
| Domestic and Foreign Travels, by VALS™ Group | 3 |
| Passports and Frequent-Flyer Membership, by VALS™ Group | 6 |
| Domestic Travel: Internet Site Used for Any Trip, by VALS™ Group | 9 |
| Domestic Travel: Miles Traveled from Home on Most Recent Trip, by VALS™ Group | 12 |
| Vacation Advice, by VALS™ Group | 20 |
| Boxes | |
| Recreational Vehicles | 10 |
| Traveling in Groups: Sharing versus Safety | 25 |
Related Sources
- Bureau of Transportation Statistics
http://www.bts.gov - The Travel Industry Association
http://www.tia.org - Plunkett Research
http://www.plunkettresearch.com/Industries/TravelAirlineHotelTourism/ TravelAirlineHotelTourismStatistics/tabid/253/Default.aspx - U.S. Census Bureau Statistics
http://usgovinfo.about.com/cs/censusstatistic/a/carsperhouse.htm - American Recreation Coalition
http://www.funoutdoors.com/research - MSNBC: 2007 Travel Trends
http://www.msnbc.msn.com/id/16582299/ - Travel and Tourism Research Association
http://www.ttra.com - Travel Research Bureau
http://www.travelresearchbureau.com