US Consumer Travel Intentions

Bellevue, WA - New study results by research industry giant Ipsos helps clients identify trends into the attitudes and behaviors of the leisure and business traveler.

Ipsos reported today that in its baseline of early October, 2009, there appears to be signs the US leisure travel industry is stabilizing. The proportion of those who say they will travel more for leisure in the next twelve months compared to the past 12 months is slightly higher (19%) than those who say they will travel less (15%); producing a NET outlook momentum score of + 4 - the difference between the two groups of travelers. Two thirds (66%) say their leisure travel activities will be the same in the next 12 months as it was in the past 12 months.

Mary Kaye O'Brien, Vice President of Travel for Ipsos Marketing also noted that "For the leisure traveler, more feel travel is affordable now (41%) compared to those who feel it isn't (32%). Their personal wallet also doesn't appear to be a significant barrier to future travel intentions with 47% saying that - based solely on their personal finances - they are somewhat or very able to travel."

O'Brien said that "Two-thirds (66%) of consumers are also telling us that they have the time availability to travel so with affordability and flexibility converging, there's a possible sweet spot for some travel suppliers and destinations."

Travelers do not appear to be in any hurry to finalize their purchases though; overall, 70% have not yet purchased travel products they will need for their next trip. This feeling of flexibility is even more heightened for certain types of travelers and travel products and could lead to a crunch on product availability. With the holiday season approaching, `visiting friends or relatives' (63%) and/or grabbing `weekend getaways' (53%) are among the most likely trip to be taken first by US travelers in the next 6 months; and hotel is the most popular travel product purchased for both types of trips. Yet 80% of those planning to visit friends or relatives and 93% of those planning a weekend getaway have not yet purchased their needed hotel nights.

Of the more than 15 types of trips that Ipsos studied, others that show stronger signs of consumer travel consideration over the next six months include beach or sunny destinations (30% very/somewhat likely), a family trip with the kids (28% very/somewhat likely), romantic getaways (26%), and major vacations within the US (26%). Trips that are least likely to be taken over the next 6 months tend to be seasonally and niche oriented, including ski (85% not very/not at all likely), golf (84% not very/not at all likely), and major international vacations (80% not very/not at all likely).

The business travel part of the industry shows a bit more fluctuation in travel, producing a NET outlook momentum score of -4; with more travelers on the extreme end of traveling less (23%) or more (19%) for business than those planning to travel the same amount (59%).

Further, the study identified travelers reporting having taken an average of 4.3 leisure trips and 1.2 business trips in the past 12 months, and profiled over nine in ten (93%) past year travelers who are actually likely to take some type of trip in the next 6 months. "This insight will help marketers in the travel industry develop more effective marketing and merchandising to these traveler segments by knowing exactly what their tastes, needs and wants are for travel in the next six months. Having this advanced look is critical to surviving and prospering in these times."

These are the findings of an Ipsos online study conducted from September 24, 2009 - October 5, 2009 with 1,249 U.S. adults (18+). With a sample of this size, the results are considered accurate within 2.77 percentage points, 19 times out of 20, of what they would have been had the entire adult population in the United States been polled. The margin of error for sub-samples may be higher. Note: a trip is defined as having traveled 50 or more miles away from home for purposes of leisure/ vacation and/or business.

For more information on this news release, please contact:

Mary Kaye O'Brien Vice President Ipsos Marketing Travel Sector (425) 586-5589 [email protected]

OR

Dave Pierzchala Vice President Ipsos Marketing Travel Sector (778) 373-5006 [email protected]

About Ipsos Marketing

Ipsos Marketing - The Innovation and Brand Research Specialists - is the Ipsos brand for Marketing Research.

Ipsos Marketing operates under a global structure that brings clients unequalled research expertise throughout their innovation and brand development process. Supported by specialized teams, Ipsos Marketing offers in-depth understanding of the drivers of consumer choice and of the marketing challenges faced by our clients. Our experts provide integrated qualitative and quantitative research solutions, as well as advanced modelling and forecasting techniques that include simulations and linkages to in-market data.

Ipsos Marketing is a specialization of Ipsos, a global survey-based market research company that offers expertise in advertising, customer and employee loyalty, marketing, media, and public affairs research. Ipsos is present in 64 countries, with a leading position in both mature and emerging markets. In 2008, it achieved global revenues of 979.3 million euros, Marketing research contributing to 48% of Ipsos' total global revenues.

Visit www.ipsosmarketing.com to learn more.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2008, Ipsos generated global revenues of e979.3 million ($1.34 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.