Vacations are for Families, Friends, and the Great Outdoors

Young vacationers are more willing to spend on ‘green vacations’

The author(s)

  • Chris Jackson Vice President, US, Public Affairs
  • Mallory Newall Director, US, Public Affairs
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Washington, DC, June 14, 2019 – A recent Ipsos survey conducted to help inform the Florida Keys National Marine Sanctuary’s future decisions examined Americans’ preferences for the types of vacations they like to take. Vacationers greatly enjoy spending their time off with their family or friends first and foremost with 84% reporting that they were either currently planning or becoming more interested in taking a vacation to spend time with family or friends. Outside of who they vacation with, Americans were most interested in vacations that involved experiencing natural environments and their wildlife (71%), national parks (71%), or architectural or historic sites (68%).

Americans strongly believe that vacations are for learning and experiencing new things with three-quarters of respondents reporting agreement with the statement. Generally, Americans try to reduce their environmental impact when they travel too with 58% of Americans expressing agreement with the idea of minimizing their impact when they go on vacation. For younger Americans, this preference even extends to a willingness to pay to vacation in an environmentally responsible way. About half (47%) of all Americans say they would be willing to pay a little bit extra to book a hotel or vacation package that they know is environmentally responsible. Agreement jumps among the youngest generation surveyed with 18-34 year old respondents expressing a willingness to pay at a rate of 59% compared to 49% of Americans between ages 35-54 and 34% of Americans age 55 or older.

About the Study

These are findings from an Ipsos poll conducted between May 7-8, 2019. For the survey, a sample of 1,005 adults 18+ from the continental U.S., Alaska, and Hawaii were interviewed online in English. The sample includes 278 adults age 18-34, 356 adults age 35-54, and 371 adults age 55+.

The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Post-hoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.

Statistical margins of error are not applicable to online polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.5 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,005, DEFF=1.5, adjusted Confidence Interval=+/-5.0 percentage points).

For more information about conducting research intended for public release or Ipsos’ online polling methodology, please visit our Public Opinion Polling and Communication page where you can download our brochure, see our public release protocol, or contact us.

About Ipsos

Ipsos is a global independent market research company. Our team of 18,000 across 90 countries serves 5,000 clients and undertakes 70,000 different projects each year. Our polling practice is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

As a global research and insights organization, Ipsos aims to make our changing world easier and faster to navigate and to inspire our clients to make smarter decisions. We are committed to driving the industry with innovative, best-in-class research techniques that are meaningful in today’s connected society. We deliver research with security, speed, simplicity, and substance.  Our tagline “Game Changers” summarizes our ambition.

Our broad range of industry experts offer an intimate understanding of people, markets, brands and society. Whether testing communications content, bringing concepts to market, assessing customer experience, or gauging public opinion, Ipsos strives to identify and offer the right solutions to our client’s specific challenges.

Ipsos is committed to building an organization dedicated to a single endeavor: providing our clients with the best service, using qualitative or quantitative methods, at local, regional, and international levels. This is what drives us to ask and probe, to subject our hypotheses to rigorous analyses, and, finally, to deliver reliable data and the most effective recommendations in the shortest time possible.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,749.5 million in 2018.

The author(s)

  • Chris Jackson Vice President, US, Public Affairs
  • Mallory Newall Director, US, Public Affairs

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