US Travelers And The Recession: A Glance Ahead To 2009

November 6th, 2008

Henry Harteveldt

With contributors:

Carrie Johnson , Kate van Geldern , Elizabeth Stark

Summary

US leisure travelers cut both their non-travel and travel spending during the summer of 2008. Forrester's Consumer Technographics® data currently shows that there are more US leisure travelers who plan to spend more on their leisure travel in the next 12 months than plan to spend less. Analysis of the data shows that many of those who plan to spend more are older travelers who may be more affected by recent stock market gyrations — meaning stated intentions are subject to change. What is certain is that travelers will search for value in 2009 with the same intensity as a pig searching for truffles. To help them succeed, travel eBusiness professionals need to take three simple — and relatively inexpensive — steps to improve their Web sites' future appeal and utility.

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