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SLIDE/KeyPoints2INTRO12345Americansareprimarilyinterestedinrelaxing,affordablevacations.Themostpopularkindofvacationisatthebeach,andthemostdesireddomesticdestinationisHawaii.Youngergenerationsaremorelikelytowanttotravelabroad,with50%ofmillennialssayingthey’drathertravelinadifferentcountryifmoneyandtimeweren’tanissue.Intermsoftransportationpreferences,Americanslovegettingaroundbycar,andairlinesgenerallylagbehindthealternatives.ThemostpopularairlineinAmericaisSouthwest.However,thefourlargestairlinesareneckandneckwhenitcomestopurchasingconsideration.MostAmericansaren’tparticularlybrandloyalwhenitcomestohotels,withjust24%sayingtheyhavepreferredchain(s)theyoftenbook.6AirbnbtrailsmajorhotelchainsintermsofpurchasingconsiderationandbrandID.Howeveropinionsamongyoungergenerationsareapositivesignalforthefuture.SLIDE/AboutMorningConsult3INTRODUCTIONCurrentlyTracking1,800+Brands(200interviewsperday,perbrand)Collectingover3millionmarketresearchinterviewsEvaluatingover100millionsocialmediapostsAnalyzingover85,000newsmediaoutletsWhatconsumersTHINKWhatconsumersSAYWhatconsumersSEEREQUESTADEMOHEREIncludingAWideRangeofBrandsRelatedtotheTravelIndustry:SLIDE/Agenda4INTROVacationPreferencesWhereAmericanswanttogo,whattheylookforinavacation,andhowtheyuseonlinereviews.123GettingThereTransportationpreferences,withaspecialfocusontheairlineindustry,includingarankingofthemostpopularairlines.AccommodationWhatAmericanslookforinhotels,theprevalenceofAirbnb,andkeybrandmetricsforsomeofthelargesthotelbrandsinthecountry.SLIDE/Howmuchwouldyouenjoygoingonavacationthatincludedelementsofeachofthefollowing?5VACATIONPREFERENCESBeachvacationshavethemostuniversalappeal47%38%38%32%29%29%21%18%18%16%16%12%7%30%32%38%24%41%31%35%27%35%22%20%34%15%5%6%5%8%6%6%6%7%11%6%6%11%7%9%11%11%15%12%16%15%18%19%20%18%23%21%9%13%8%21%11%18%23%30%17%35%39%20%50%BeachResortRoadtripCruiseCultural/historicalThemeparkHiking/naturerelatedCamping(RV)RuralCamping(tents)Fishing/huntingUrbanGolfing/sportingAlotSomeDon'tKnow/NoOpinionNotmuchNotatallSLIDE/HowinterestedwouldyoubeinvisitingthefollowingU.S.vacationdestinations?6VACATIONPREFERENCESHawaiiandTheGrandCanyontopAmerica’smostdesiredvacations51%41%40%38%35%35%35%33%33%31%31%27%26%24%23%23%21%18%22%32%32%23%34%26%31%33%31%27%31%33%31%33%27%36%30%25%HawaiiGrandCanyonYellowstoneDisneyland/DisneyworldNiagraFallsLasVegasFloridaKeysYosemiteGreatSmokyMountainsNewYorkCityNewOrleansBadlands/Mt.RushmoreSanFransiscoWashington,DCMiamiLosAngelesBostonChicagoVeryinterestedSomewhatinterestedSLIDE/Ifmoneyandtimewerenotanissue,wouldyourathertakevacationintheU.S.orinacountryoutsideoftheU.S.?7VACATIONPREFERENCESYoungerAmericansaremuchmorelikelytowanttotravelabroad60%53%39%31%50%32%35%50%56%40%8%12%11%12%10%Boomers(54-72)GenX(38-53)Millennials(22-37)GenZ(18-21)AlladultsDon'tKnowOutsideoftheU.S.IntheU.S.SLIDE/Imagineyouarereadingadescriptionofavacationdestination.Ifthedestinationweredescribedusingthefollowingterms,wouldthatmakeyoumoreorlesslikelytosayyouwanttovisitthatplace?8VACATIONPREFERENCESAlmostallAmericanswantvacationstobeaffordable,relaxing65%57%41%36%35%34%33%32%32%32%31%30%28%27%27%26%26%25%22%20%20%19%23%30%26%38%38%22%36%33%33%32%37%39%36%35%38%37%32%37%31%32%29%35%7%7%14%13%12%16%12%12%14%12%16%17%15%14%17%19%17%14%15%15%17%15%10%9%10%14%13%14%13%16%10%9%15%17%12%14%17%17%20%23%21%22%9%5%14%6%10%9%7%5%5%7%7%6%8%8%7%11%10%14%10%AffordableRelaxingFunforthewholefamilySereneHistoricFamily/kidfriendlyAdventurousNature/wildernessRomanticLuxuriousRevitalizingUnlikeanythingelseExoticThrillingWholesomeWorld-renownedExclusiveLivelyRemoteSocialOff-the-gridPopularVeryinterestedSomewhatinterestedDon'tKnow/NoOpinionNottoointerestedNotinterestedatallSLIDE/Howmuchdoyoupayattentiontoreviewsofvacationdestinationsbeforebooking?9VACATIONPREFERENCESWomenaremorelikelytopayattentiontoreviewsbeforebooking33%23%39%37%8%10%13%17%7%13%WomenMenNotatallNotmuchDon'tknow/NoopinionSomeAlotSLIDE/Whenresearchingforavacation,whichofthefollowingwouldyoumostlikelyuseforrecommendations?10VACATIONPREFERENCESBoomersarejustaslikelyasmillennialstousetheinternettoresearchavacation52%54%52%51%52%8%8%7%6%8%8%8%9%8%30%32%31%42%32%Boomers(54-72)GenX(38-53)Millennials(22-37)GenZ(18-21)AlladultsFamily/friendsAtravelagentTravelguidesTheinternetSLIDE/Agenda11OUTLINEVacationPreferencesWhereAmericanswanttogo,whattheylookforinavacation,andhowtheyuseonlinereviews.123GettingThereTransportationpreferences,withaspecialfocusontheairlineindustry,includingarankingofthemostpopularairlines.AccommodationWhatAmericanslookforinhotel,theprevalenceofAirbnb,andkeybrandmetricsforsomeofthelargestchainsinthecountry.SLIDE/Wouldyousaythefollowingtermsapplytotravelin____,ornot?12GETTINGTHEREAcrosstheboard,carsareAmerica’spreferredmodeoftravel.Airlinesgenerallylagbehind.41%49%49%72%44%33%43%70%52%48%61%68%64%67%42%67%74%82%78%74%FunComfortableAppropriatelypricedEfficientMinimalhassleAirplanesBusesTrainsCarsSLIDE/Thinkingaboutthepastfewyears,wouldyousaytheairlineindustryhasgottenbetterorgottenworsewhenitcom