ATLANTA— According to findings from new research conducted by Accenture, leisure travelers are expected to spend as many days on the road this summer as they did in summer 2001. Despite recent world and economic events, 70% of consumers (versus 71% last year) said they plan to take a vacation, and the vast majority, 79%, will travel as much as or more than they did last summer. The research also unveiled other new information regarding leisure travel trends this summer, including that almost one-half of consumers, 44%, will travel by air— an increase of 26% over last year. Additionally, more than one-third of the survey respondents, 38%, said they plan to visit mid-priced chain hotels— an increase of 30% over last year. A large portion of leisure travelers cited location and price as the most important factors when selecting accommodations, at 40% and 39%, respectively, noted the data. “Traffic is definitely rebounding, but the industry will continue to face the challenge of creating long-term cost efficiencies while simultaneously targeting consumers with the right services and amenities,” said Ron Stewart, global managing partner, Accenture Travel Services industry group. An online bookings surge is also expected to take place this summer according to Accenture’s research. New survey findings show that more than one-half, 63%, of consumers will book their air travel electronically, i.e., through an online travel service or an airlines website. Fewer than one-quarter, 22%, will use a travel agent. Regarding the types of lodging travelers will select, research showed, one-fifth, 20%, of consumers will stay at economy chain hotels— an increase of 49% over 2001; one-fifth, 20%, will go camping; 15% will stay at bed & breakfasts; and one-third, 39%,will visit friends or family. Leisure travelers will also be more likely to take to the roads this summer, according to the research, which noted the majority, 77%, plan to drive during some part(s) of their trip— an increase of 22% over 2001. Accenture, a leading management consulting and technology services organization, fielded fielded the survey among more than 950 consumers in the U.S.
