NEW YORK, July 20, 2011 (GLOBE NEWSWIRE) -- interclick inc (Nasdaq:ICLK) today announced results from the company's most recent consumer survey, on 2011 summer travel trends. The survey snapshot concluded that the poor U.S. economy will not keep vacationers away from their favorite destinations as Americans are expected to spend $86 billion this summer, an increase of 9% from last year. Whether consumers are planning for a road trip nearby or an excursion overseas; the internet, as one of the largest eCommerce categories, will continue to reign highest for both researching and booking vacation packages.
interclick, in partnership with KN Dimestore, fielded the study in May and surveyed over 1,300 consumers to learn more about what Americans are planning for their vacations this summer. The study found that the beach is king of vacation destinations, yet the great American road trip embodies the highest cost advantage to explore the country. Half of individuals taking a cruise will spend at least $3,000, making it the costliest destination.
Marketers in the travel and tourism industry play an integral role as vacationers select their destination spots, and should maintain the internet as the cornerstone for their campaign. Whether it is reading customer reviews or searching for the best deals, the internet reflects the primary source of information. When utilizing the web as a research tool, individuals in the 18-34 age group are 25% more likely to search travel tips online; however, women are more likely to take advantage of the internet for males and females 55 years and older.
For those who book their travel plans early, the survey found that 40% of vacationers report starting the planning process more than three months in advance, while only 20% plan less than one month away. It's common to worry about canceling a trip for a variety of reasons, but feel rest assured that only 4% of those travelers who plan three months in advance decide to withdraw from their vacation festivities due to the rise in gas prices.
In the international arena, vacationers report having the most resistance to change due to the increase in price per gallon of gas. Nonetheless, jetsetters are more determined than ever to shop for the best deals available.
On the contrary, domestic travelers experience more sensitivity to the rise of gas, since most Americans rely on their automobiles as a means of transportation this summer. According to the survey, 3 in 10 will adapt a new itinerary and adjust preexisting plans to face the recent energy hike.
To sign up for this and future audience insight surveys go to: www.interclick.com/summertravel
About interclick
interclick (Nasdaq:ICLK) is a technology company which has built the only data-valuation platform for advertisers. Combining its unique technology with analytical expertise and media fulfillment, interclick helps marketers navigate the complex data ecosystem to drive successful online display and video campaigns. The Company's proprietary data-valuation platform, OSM, is a powerful solution which aggregates and organizes billions of data points from 3rd party providers – delivering actionable consumer insights, scalable audiences and the most effective campaign execution. For more information, visit http://www.interclick.com.