Expedia.com, the world’s leading online travel agency, released the results of a study of American attitudes in today’s economy as they relate to domestic travel, international travel, hotel selection criteria and social media. The American Traveler survey was conducted online within the United States by Harris Interactive on behalf of Expedia fromFebruary 16-20, 2012 among 2,262 adults ages 18 and older.

Among other findings, it revealed that a full 41% of Americans – and nearly 1 in 2 men (49%) – have driven across the United States at one point. Just under one in four Americans (23%), and one in three students (31%) are “at least somewhat likely” to travel internationally in the next year.

Forty percent of Americans report the economic downturn over the past few years did not impact their personal/leisure travel. They “travel as usual,” particularly those between 35 and 44 years of age (46%). A percentage of young men (13%) and women (14%) aged 18 -34 are taking more trips these days, perhaps because a down economy prompts travel destinations to sweeten deals.

“This study, combined with our own data, tells us a lot about how Americans are traveling in today’s economy.  Our data shows that even though Americans are taking fewer flights, they are booking more hotel nights.  We believe that Americans are proving to be resilient in a down economy, by driving instead of flying and taking more frequent, shorter trips,” said Joe Megibow, vice president and general manager, Expedia.com.

“The study also showed how important friends and family were to the travel experience. Friends and family were the most important resource when choosing a hotel. Social networks are enabling new reach when seeking advice on travel, and we are thrilled to be able to help share that knowledge.”

Eighty-one percent of Americans have visited at least one of twelve major U.S. landmarks in their travels. Approximately one third of people have visited the National Mall in Washington DC, the Statue of Liberty, the Golden Gate Bridge and the Grand Canyon, while approximately one in four have visited the Gateway Arch in St. Louis, Route 66, the Liberty Bell, Independence Hall and the Alamo.

Expedia’s American Traveler study also found that:

Social media keeps travelers connected.

• 75% of those who travel use social media.
• 51% of those users do so to stay connected while on a trip regularly or periodically.
• 18 – 44 year olds are more likely than those aged 45 or older to use social media sites to connect with others during trip.

For some American families, social media is connection enough.

• 12% of Americans say they are less likely to visit their family in person thanks to social media, while 25% say they are more likely to visit family in person.
• Among those who use Feedback to connect with family members, younger adults aged 18 – 34 (22%) and those living in the West (22%) are significantly more likely to indicate that they are less likely to visit family.

78% of Americans rely on reviews to provide direction when selecting a hotel.

• The primary review source is friends and family (51%).
• A slightly higher percentage cited friends (44%) than cited family (40%).
• The hotel’s own web site is the second-most important source of reviews (47%).

Men are more likely to have ever driven cross-country than women (49% compared to 34%).

• Both genders still dream of the open road: 25% of men and 33% of women have “not done so but always wanted to” drive across the country.
• Westerners are more adventurous, with 57% having made the cross-country vehicle journey, significantly higher than those in the Northeast (31%).

13% report having purchased travel via a “flash sale”.

• Young adults aged 18 -34 (24%) and those living in the West (21%) were most likely than their counterparts to have done so.

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In a global study released January 25 at the World Economic Forum, it was revealed that international travel is considered even more important than the Internet, TV/movies, or political diplomacy at stimulating the economy and breaking down cultural barriers.

The independent study was conducted by Penn Schoen Berland on behalf of Marriott International and included the views of 1,100 global travelers and opinion leaders from eight countries, including Brazil, China, France, Germany, India, Spain, the United Kingdom and the United States.

Ninety-six percent of respondents, who ranged in age from under 35 to over 50 years old, believed that travel and tourism stimulates the economy, while 77 percent felt that “the more people experience other countries and cultures, the more peace will spread.”

“I believe we are entering a ‘Golden Age of Travel,’ where opportunities to do business and travel abroad are opening up like never before,” said Arne Sorenson, Marriott International’s CEO-elect and current president, pointing to the number of international arrivals, which have doubled in the last 10 years and will reach 1 billion in 2012 (UN World Tourism Organization).  “Travel opens up your mind, your heart and your wallet. This survey shows it is also a powerful form of soft diplomacy in the world today.”

“Bringing down barriers to travel creates jobs and prosperity and we applaud President Obama’s announcement to reform U.S. visa and entry systems to welcome more international visitors.  We look forward to even more progress in the U.S. and around the world to develop multi-national solutions that will grow the travel industry and benefit economies and people worldwide.”

According to the World Travel & Tourism Council (WTTC), the industry is predicted to account for an extra 69 million net jobs by 2021, including direct, indirect and induced employ­ment — almost 80 percent of which will be in Asia, Latin America, the Middle East and Africa.

Put another way, one American job is created for every 35 international visitors to the U.S., according to the U.S. Travel Association.  Marriott plans to fill about 60,000 jobs in 2012 alone, with two-thirds of those being in countries outside the U.S., where more than 50 percent of its hotel pipeline resides.

WTTC estimates that total contributions of Travel & Tourism to the global gross domestic product (GDP) are forecast to rise by 4.2 percent annually to US $9.226 trillion by 2021.  Visitor exports—or the amount visitors spend in a given foreign country—will increase 6.6 percent annually through 2021, rising to US$1.789 billion by 2021.

As an example, in New York City alone, Brazilians spent a total of $1.63 billion, topping the $1.42 billion spent by travelers from the U.K., the $1.27 billion spent by Canadians and the$1.1 billion spent by Italians, according to NYC & Co., the city’s tourism board.

“We already knew that travel and tourism have a major impact on the economy, but now we also know that it can change people’s views worldwide,” says Mark Penn, CEO of Penn Schoen Berland and CEO of Burson-Marsteller.  “International travelers advance people’s understanding of different cultures and reinforce all that we as humans have in common with each other.”

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American Airlines has applauded the Obama Administration’s initiatives to increase travel and tourism to the United States and within our nation’s borders.

“The initiatives set forth and outlined today by the Obama Administration will definitely benefit all who work in the nation’s travel and tourism industry, which can only add jobs and strengthen the economy,” said Tom Horton, American’s Chairman and CEO. “President Obama is to be commended for his leadership in this effort.

“We have long advocated for enhancements to the distribution of non-immigrant visas in such important emerging markets as Brazil and China and have told the Administration that improving the process will not only allow more tourists to visit but create travel and tourism jobs in the United States. Increasing non-immigrant visa capacity in China and Brazil by 40 percent and ensuring that 80 percent of those applicants interviewed receive their visas within three weeks is a laudable goal,” said Horton.

“Additionally, the new pilot program that was announced to simplify and expedite the non-immigrant visa process for certain applicants and the opportunity for low-risk applicants to have visa interviews waived is exciting news.

“We also applaud the Administration for its initiative to expand the Visa Waiver Program to include more participants and assist more travelers through an expansion of trusted traveler programs such as the Global Entry program, which truly enhances the customer experience when passengers are able to expedite customs and immigration processing,” Horton added.

“Creating a task force to recommend ways to promote domestic and international travel opportunities for U.S. citizens and promoting visits to our nation’s parks, wildlife refuges, cultural and historic sites also will have a positive effect on the transportation industry,” said Horton.

American operates a daily flight to Beijing and Shanghai from its cornerstone hub in Chicago and a daily flight to Shanghai from Los Angeles. American also operates flights from Dallas/Fort Worth, Miami and New York JFK each day to Brazil. American serves Sao Paulo, Rio de Janeiro, Brasilia, Salvador Bahia,Recife and Belo Horizonte in Brazil.

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