The FOURTH WAVE of Buzz Marketing Group's year-long profile of today's mom. This month, we focused on Moms and as "The Traveler."

1. The
Buzz on Moms
Report
Meet the Traveler
4.0
Our annual report reveals the truth about Moms: they are connected,
inspiring, innovative, and philanthropic.

2. Who was
Involved?
7000
11
h ed 10.22.
Launc These panelists .
449 members from our
buzzSpotter® network 1,122 a ttempts
participated in this survey
about Moms to learn how F ie lded o n
line Panelists
they re raising the
Millennial Generation. Closed 12.23.11
100%
female
449 Par tic ipa n ts
buzzmg.com

3. Where do
you live?
Rural 9%
Suburbs 56%
As you can see, our
respondents are mostly
suburban moms with 56%
City 36%
raising children here. Less
than half live in the city
and only 9% of moms live
in rural areas.

4. ethnicity
Other
2%
American
Hispanic African
Indian
9% American
1%
16%
Asian
American
4%
Caucasian
68%
buzzmg.com

5. s are
Marital Th e majo rity o f ou
r mo m
Status married.
Other 1%
Widowed 1%
Divorced 6%
Married 73%
In a relationship 12%
Single 8%
buzzmg.com

6. st o ne
o ms take a t lea
66% o f our m year.
How many o r two family
vaca tio ns pe r
y.
vacations do their Only 6% do n t take an
families take each
year?
More than Four Zero
Four
6% 6%
5%
Three
17% One
34%
Two
32%

7. lan th e ir
76% o f o u r m o ms p
How far in vaca tio ns a t least th ree
to six
advance do they m o n th s in adva
nc e .
plan?
9-12 months Over 12 months Less than 3
7% 5% months
24%
6-9 months
19%
3-6 months
45%

8. site fo r
e m ost popular
E xpedia is th line and
Which sites do o wed b y Pric e
our m o ms fo ll
they use? Trave lo c ity.
Expedia 78%
Priceline 72%
Travelocity 72%
Hotwire 64%
Hotels 58%
Kayak 43%
Cheapairfare 29%
Tripmama 15%
*Book directly through airline site 55%
*Book directly through hotel chain site 65%

9. My vacation
a tio ns
destinations said th a t th e ir vac
72% o f Mo ms es o ffe red
p ric e in c e n tiv
are based on… we re based o n ng e lse .
y th i
m o re th an an
Other 6%
My previous visit(s) to this location 52%
Price/incentives offered 72%
Reviews I find online 49%
Family/friend's recommendations 59%

10. Do they plan
o ms
around school th an h alf o f our m
A little m o re ns
family vaca tio
holidays? still plan th e ir days.
l h o li
arou nd sc h oo
Not always
32%
Yes
53%
No
15%

11. What is their
preferred th e
airline? lines is c learly th
Sou th west A ir s wi
e fo r our m o m
favo rite airlin
vo tes.
26% o f th e ir
Other 4%
My family does not fly 10%
US Airways 5%
United Airlines 7%
26%
Southwest Airlines
JetBlue Airways 8%
Delta Air Lines 16%
Continental Airlines 4%
American Airlines 14%
Alaska Airlines 2%
AirTran Airways 3%

12. My choice is ur m o m s base t
h e ir
On c e again, o y th ing
based on… c h o ic es o n p r
ic es m o re th an an
e lse .
Other
Boarding
7%
practices
Route 14%
16%
Loyalty program
17% Price point
36%
No change or
cancel fees
10%

13. el
is th e p re fe rred h o t
Hilto n Ho te ls with 37% o f t
he
What is their c h ain fo r our
m o ms
preferred vo tes.
hotel chain?
Other 16%
We do not stay in hotels 9%
Starwood Hotels & Resorts 10%
Ritz-Carlton 1%
Radisson 9%
InterContinental 2%
Hilton 37%
Fairmont 1%
Disney Hotels 6%
Choice 8%

14. n t fac to r
th e m ost impo r ta
Pric e po in t is d b y ame nitie
s fo r
My choice is fo r our m o ms
fo llo we
uites and lo yalty p rogr
ams.
kids, family s
based on…
Other Amenities for
Kitchen included 6% kids
9% 18%
Kids menu
7%
Family suites
17%
Loyalty program
17%
Price point
26%

15. On vacation I Our m o ms re
n t cars o n vaca tio n ba
sed o n
e n t a car
15% o f th e m r
rent a car… th e ir needs. O
nly
d o nly 20% said th e y
ne ve r
e ve r y time an
re n t a car.
Every time Never
15% 20%
Sometimes
65%

16. What is their
preferred rental
car company? tio n
re n t cars o n vaca
Th ose wh o do rp rise
p re fe r to re n t fro m E n te
12% udge t.
Other fo llo wed b y He r tz and B
Thrifty 2%
National 2%
Hertz 18%
Enterprise 34%
Budget 18%
Avis 8%
Alamo 5%

17. Do they look for If so, are they
ideo re vie ws
video reviews prior Only h alf o f
ou r m o ms loo k fo r v
re th an influenced by these
c h o ic es and sligh tly m o
to making travel be fo re making n c ed b y th e v
ideos th a t
videos?
are influe
choices? h alf o f th e m
th e y find.
reviews
No
No Yes 47% Yes
50% 50%
53%

18. Co n tac t Us!
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com