Travel marketers would be smart to focus on an ever-growing travel trend: short weekend trips. These getaways are increasingly appealing to Americans, with 225 million such trips taken last year — an increase of more than 10 percent in just five years, according to the Travel Industry Association's (TIA) U.S. Domestic Leisure Travel Report.
The shoulder seasons of April-May and September-October have become prime weekend getaway times (32%), about equal to the summer months (31%).
According to the study, weekend travelers are much more likely than the typical leisure traveler to stay in a hotel or bed & breakfast. And because they stay just 2.2 nights on average, they don't waste any time — managing to include more activities on their trips than leisure travelers overall (the most popular activities during weekend trips: dining, entertainment, shopping and sightseeing).
As expected, a large share (43%) of weekend trips are taken by male-female couples; however, 28% of these trips are also taken by families with children. In addition, weekend getaways are more likely than other leisure trips to be taken by upper-income households (42% by households with incomes over $75,000). Weekend travelers spend an average of $416 on their getaways, excluding the cost of transportation to their destination, compared to $360 for overall trips.
Our advice? Map a market within three to four hours drive. Package a package of relaxation, dining and entertainment for couples and families. Then price it correctly, promote it properly and profit handsomely.
SOURCE: TravelMole, NOISE
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