The All-American Road Trip
Be there when your consumers hit the road
While travel marketers have traditionally focused on people who fly for vacations, 85% of US leisure travelers drive to their destination.
A new study from Mandala Research, a travel and tourism research firm, and Solutionz, a strategic consulting firm, reveals leisure drive travelers to be a vibrant and valuable consumer group. AOL and MapQuest joined forces with about 20 other organizations to sponsor and develop the survey, and now have exclusive access to the results. Results show leisure drive travelers present a substantial opportunity to marketers: 129 million Americans hit the road annually, spending $171 billion.
The opportunity is particularly strong in digital marketing, as drive travelers rely largely on web-based utilities and self-service tools. Leisure drive travelers selected MapQuest as their #1 choice among navigation tools—beating out GPS devices and paper maps as well as other mapping websites. In fact, MapQuest is the #2 travel site overall. 82% of leisure drive travelers plan to hit the road in the next 12 months. So now’s the time to download the complete study and learn more, including:
- Who takes leisure driving trips and what motivates them?
- When do they plan and book accommodations and activities?
- How do travel companions affect trip activities?
- Which planning tools are most widely used and most trusted?
- How much time do leisure drive travelers spend shopping?
View the original Project 85 research, conducted by Mandala Research, LLC, in collaboration with Solutionz.