2. Who was Involved?
Buzz Marketing Group’s MulticulturalTravel
Study 2014 is based on qualitative and
quantitative research conducted with more
than 400 buzzSpotters® throughout the
United States during the month of January,
2014.This report is available for download
at www.buzzmg.com/reports.!
Composed based on data
from 1.1.2014 – 1.22.2014!
467 Participants!
3,000 Panelists!
57% Female!
43% Male!
Survey fielded online!
Ages 18-55!
18-24 ! ! ! !18%!
25-35 ! ! ! !38%!
36-45 ! ! ! !23%!
46-55 ! ! ! !21%!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
3. Location
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
NY#
21%#
CA#
15%#
IL#
13%#TX#
9%#
FL#
8%#
PA#
8%#
GA#
8%#
Rest#of#
USA#
18%#
4. Ethnicity
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Black#
48%#
Asian#
American#
16%#
Hispanic#
26%#
American#
Indian#
1%#
Mixed#
9%#
5. Marital Status
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Single#
23%#
DaNng#
3%#
In#a#
relaNonship#
21%#
Married#
48%#
Divorced#
5%#
6. Education
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
High#
school#
diploma#
23%#
Associates#
Degree#
18%#Bachelors#
Degree#
42%#
Masters#
Degree#
15%#
Doctorate#
2%#
7. Employment
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Unemployed#
4%#
Working#
partSNme#
9%#
Working#
fullSNme#
60%#
SelfS
employed#
9%#
A#student#
8%#
A#fullSNme#
home#
maker#
10%#
8. Household Income
What Multiculturals Really Think About Travel!
Less#than#
$8,000#
$8,000#S#
$33,000#
$33,000S#
$82,000#
$82,000#S#
$170,000#
$170,000#S##
$370,000#
More#than#
$370,000#
I#don't#
want#to#
specify#
10%#
17%#
40%#
19%#
3%#
0%#
11%#
Multicultural Travel Study 2014!
9. How many vacations do you
take each year?!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Zero# One# Two# Three# Four# Five# More#than#
five#
8%#
33%# 33%#
17%#
5%#
1%#
3%#
10. Which websites do you use
to book your vacations? (Select 3)!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
1. Expedia 74%!
2.Travelocity 66%#
3. Priceline 63%#
4. Hotwire 62%#
5. Hotels.com 56%#
6. Kayak 52%#
7. Cheapairfare 30%#
8.Tripmama 11%#
11. How far in advance do you
plan your vacation?!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Less#than#
3#months#
23%#
3S6#
months#
43%#
6S9#
months#
19%#
9S12#
months#
11%#
More#
than#a#
year#
4%#
12. Which factors influence your
vacation destination?!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Price# Dates# Previous#Visits# Online#Reviews# RecommendaNons#
94%#
93%#
86%#
83%#
82%#
13. What is your preferred
airline carrier? (Select 3)!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
1. Southwest 41%!
2. Delta 39%#
3.American 36%#
4. JetBlue 29%#
5. United 27%#
6. US Airways 18%#
7.Virgin America 11%#
8.Airtran 9%#
14. What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
How important
are the following
when choosing
an airline?!
15. Boarding Practices!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
51%#
31%#
18%#
16. Price Point!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
87%#
9%#
4%#
17. Change & Cancel Fees!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
69%#
24%#
7%#
18. Loyalty Program!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
51%#
32%#
17%#
19. Flight Route!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
65%#
25%#
10%#
20. What is your preferred hotel
chain? (Select 3)!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
1. Hilton 56%!
2. Marriott International 53%#
3.Wyndham Hotel Group 21%#
4. Best Western 21%#
5. Starwood Hotels & Resorts 20%#
6. Radisson 14%#
7. Ritz-Carlton 12%#
8. Disney Hotels 11%#
21. What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
How important
are the following
when choosing a
hotel?!
22. Hotel Location!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
86%#
12%#
2%#
23. Amenities For Kids!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
51%#
18%#
31%#
24. Loyalty Program!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
49%#
33%#
18%#
25. Price!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
83%#
14%#
3%#
26. Rooms & Suites!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Very#Important# Somewhat#Important# Not#Important#
52%#
30%#
18%#
27. What is your preferred
rental car company?(Select 3)!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
1. Enterprise 57%!
2. Hertz 46%#
3. Budget 36%#
4.Avis 30%#
5. National 10%#
6.Alamo 9%#
7.Thrifty 7%#
28. Which type of reviews do
you search for online?!
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
Restaurants# Hotels# Entertainment# Airlines# Rental#Cars#
94%# 93%# 90%#
70%#
63%#
29. Key Findings
What Multiculturals Really Think About Travel!
Multicultural Travel Study 2014!
92%#take#at#least#one#vacaNon#each#year#and#59%#take#at#least#two#
94%#search#for#restaurant#reviews#online#before#their#trip#
94%#say#that#price#and#(93%)#dates#influence#their#vacaNon#desNnaNon#
77%#plan#their#vacaNon#more#than#three#months#in#advance#
74%#use#Expedia#to#book#their#vacaNons#online#
30. Buzz Marketing Group !
132 Kings Highway!
East Suite 202!
Haddonfield, NJ 08033!
856.433.8579!
Fax: 856.520.8581!
www.buzzmg.com!
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