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CulturalTravels.com
Traveler Usage Survey Results
November, 2004
 We
used fifty $25.00 gift certificates from Magellan's (a travel supply company) to
encourage response for a five-part
traveler survey.
- The sample represented 25% of
CulturalTravels.com registered travelers.
- total universe: 5,523
- sample universe: 1,385
- total delivered: 1,175
- response rate: 5.1% (60 useable respondents).
The survey served multiple planning purposes for
Enterprise Webs (CulturalTravels.com):
- advertising demographic support
- areas of improvement needed
- competitive positioning
- quality of service
The results are very gratifying (below). Not
only are we serving high income travelers well, the tour operators represented
on our sites are thought highly of as well. Nonetheless, our primary reason for
conducting the survey was to explore whether, a) we were thought highly enough
of to, b) offer Travel Assistance Services (Trip
Booking Assistance) - with nearly 40% of respondents replying "Yes."
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CulturalTravels.com Traveler Usage Survey: November, 2004 |
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Part I. About the Respondents |
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Respondents |
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Travel Category |
Combined Annual Income |
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Under |
$60,000 to |
Over |
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Age |
Male |
Female |
Couple |
Alone |
Friends |
Family |
$60,000 |
$120,000 |
$120,000 |
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18-30 |
6% |
7% |
25% |
75% |
50% |
0% |
7% |
0% |
0% |
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31-44 |
0% |
2% |
0% |
100% |
100% |
0% |
0% |
2% |
0% |
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45-59 |
31% |
45% |
60% |
44% |
24% |
12% |
13% |
17% |
12% |
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60+ |
63% |
45% |
63% |
27% |
30% |
0% |
10% |
25% |
13% |
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Totals |
27% |
73% |
58% |
38% |
30% |
5% |
30% |
43% |
25% |
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NOTE:
93% of respondents travel with one or
more persons - as a Couple, with Family or Friends |
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Part II. Travel Preferences and Habits |
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Age |
Travel as a Couple |
More Than Once Per Year |
Once Per Year |
Occasionally |
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18-30 |
25% |
2% |
5% |
0% |
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31-44 |
0% |
2% |
0% |
0% |
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45-59 |
60% |
40% |
2% |
3% |
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60+ |
63% |
47% |
3% |
0% |
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Totals |
58% |
90% |
10% |
3% |
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Trip Durations: |
Over 15 Days/Year |
10-14 Days/Year |
Under 10 Days/Year |
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Age: 18-30 |
3% |
2% |
2% |
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31-44 |
2% |
0% |
0% |
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45-59 |
18% |
15% |
8% |
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60+ |
33% |
12% |
5% |
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Totals |
52% |
28% |
15% |
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Travel Dollars Spent |
Over $5,000 |
$2,000-$5,000 |
Under $2,000 |
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for each person per Trip |
Each Person/Trip |
Each Person/Trip |
Each Person/Trip |
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Age: 18-30 |
2% |
2% |
5% |
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31-44 |
0% |
2% |
0% |
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45-59 |
0% |
32% |
10% |
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60+ |
37% |
13% |
0% |
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Totals |
38% |
48% |
15% |
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NOTE:
Inferentially, 15% of CulturalTravels.com travel couples expend over
$20,000/per year on travel |
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Trip Planning Time |
1 to 3 Months |
4 to 12 Months |
Over 12 Months |
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Months Ahead |
Trip Planning Time |
Trip Planning Time |
Trip Planning Time |
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Totals |
38% |
56% |
6% |
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Trip Booking Time |
1 to 3 Months |
4 to 12 Months |
Over 12 Months |
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Months Ahead |
Trip Booking Time |
Trip Booking Time |
Trip Booking Time |
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Totals |
54% |
43% |
3% |
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Preferred Activities |
Cultural Interaction |
Events |
Sightseeing |
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Totals |
45% |
18% |
37% |
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Do you prefer trips designed for you or pre-designed trips? |
Pre-Designed |
Custom |
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Totals |
58% |
42% |
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Part III. Internet Usage |
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Internet Habits |
Daily Routine |
Info. Searches |
Entertainment |
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Totals |
93% |
63% |
22% |
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