Peter C. Yesawich

When it comes to travel recommendations, message credibility varies by medium for each of the major generational clusters. This should be kept in mind as you craft the content of marketing communications intended to reach prospects in each generational group.

Consumers have become more insular with a closely knit sphere of influence, and this is affecting how they both arrive at and make purchase decisions.

According to Ypartnership's 2010 Portrait Of American Travelers, the U.S. leisure travel market has finally stabilized. In fact, the data suggests the industry can expect a modest increase in demand in the year ahead.

One of the consequences of the Great Recession was the emergence of a new form of leisure travel called a staycation. Last year, Ypartnership research suggested it was more myth than reality, but this year the data tell a different story and the implication for hotel marketers is clear.

According to YPartnership's most recent travelhorizons survey, one out of four people expects to spend more on leisure trips, roughly the same percentage that expects to spend less.

A Travelhorizons study predicts where demand for business will come from in the first half of 2010.

While the awareness of green issues and the amount of environmentally friendly behaviors are up, consumers still don't appear as if they will pay a premium for green services at a hotel.

More travelers are considering independent lodging because of perceived value.

The U.S. Traveler Sentiment Index by Ypartnership and the U.S. Travel Assn. shows Americans' feelings on travel have improved.

The recent gyrations of the stock market are beginning to affect the travel plans of Americans, as revealed in the results of our October 2008 travelhorizons survey, co-authored with the Travel Industry Assn. This nationally projectable survey of about 2,300 U.S. adults was conducted during the...more >>