The GfK MRI Psychographic Sourcebook

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$more children enjoy math than reading & writing - GfK MRI$

Survey of the American Consumer: Part 2 VIII. Travel & Transportation C. Travel Planning Segmentation This segmentation explores how different groups of travelers plan their trips, and the influence of issues like security and economy on travel-related decisions. • “I’m Staying Close to Home”—These vacationers are cautious about security and focused on special discounts when it comes to travel. They have little use for the Internet in planning their trips or paying for them, mostly due to doubts about its safety. • “I’m My Own Travel Agent”—Travelers in this segment prefer to plan and pay for their vacations using the Internet. Their destination choices often depend less on location or desirability than on the hotel and travel discounts they actively seek online. • “Take Me Away, Please”—These vacationers want to get away from it all, especially if it is to a foreign destination. They prefer to have other people handle the details and logistics of travel, and are very likely to use the full range of services provided by travel agencies. 71
Survey of the American Consumer: Part 2 VIII. Travel & Transportation D. Vacation Preferences Segmentation This segmentation looks at different types of vacationers, based on what people do (and do not) like to do while on vacation. • Tour Groupies—These vacationers enjoy the convenience and ease of guided tours and prefer packaged deals to independent travel. Whether by car, bus, plane or train, they want to see the sights – it’s why they travel. • Kickin’ Back Vacationers use their vacation time to rest and relax; the effort involved in taking a foreign trip, sightseeing or even going on a cruise is not for them. They prefer to travel by themselves or in small groups. • Active Adventurers choose vacation destinations that give them plenty to do. Frequent and independent travelers, they like theme parks and sightseeing, physical exercise and outdoor recreation—especially while on vacation. • Ever the Spring Breakers still go for the fun, not the sights. They like guided or package tours for the convenience, but don’t mind paying extra to fly with a favorite airline. 72
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