US Online Travelers' Outlook On The Economy And Spending

Travel is a discretionary purchase, and travelers account for 83% of the US online population. Forrester wanted to learn online travelers' opinions about their own personal financial situations and understand how that might affect their travel spending. The news is mixed: 45% of online travelers feel that their personal financial conditions will improve in the next year, but only 12% expect the US economy to get better. At this point, most online travelers don't expect to cut back their budgets or their spending, but it is likely that they'll cut the duration of their trips. Forrester expects that the industry will respond to online travelers with disciplined, strategic promotions and focused cross-selling and upselling efforts.