New Travel Trend: 'Celebration Vacations'
Ypartnership -- Hotels, 9/18/2008 12:15:00 PM
Vacations have always been a welcomed source of rest and relaxation, yet a new survey reveals they are increasingly motivated by events of high "personal significance."
In a national survey of approximately 4,600 adults conducted by Ypartnership in June 2008, almost three-quarters (70%) revealed they have taken a vacation primarily to celebrate a special occasion. Adults less than 35 years of age (75%) were more likely to have taken such a vacation than adults over 55 years of age (69%).
"The motivations revealed in this fascinating piece of work suggest that vacations are increasingly viewed as an appropriate way to either recognize or reward the participants for some event of great significance in their lives," said Peter C. Yesawich, whose marketing services firm authored the survey. "As such, we call them 'Celebration Vacations'."
Most Significant Life Events
Survey respondents were asked to rate the "life events" of greatest personal significance then identify those they were most likely to celebrate by taking a special vacation. The life events for which a leisure trip is considered most appropriate include:
- A "milestone" anniversary - 78%;
- Honeymoon - 75%;
- Family reunion - 70%;
- First vacation with children - 67%;
- Wedding - 65%;
- Joining of families/family honeymoon - 63%;
- A "milestone" birthday - 59%;
- Anniversary - 57%;
- Retirement - 55%;
- School or College Reunion - 54%;
- Quinceaneras - 54%;
- School Graduation - 51%;
- Bar/Bat Mitzvah - 50%.
By comparison, 28% mentioned "recovery from a personal illness," 26% cited "a promotion" and 23% mentioned "scholastic achievement." And leisure travelers with children in the household were more likely than those without children to agree that "rewarding performance" is an appropriate reason for taking a vacation.
The Anatomy of Celebration Vacations
Celebration Vacations are most likely to be planned around and include the special event being celebrated: two thirds (68%) of respondents who took such a vacation stated the event they celebrated actually took place during the vacation. Given their apparent significance, it's not surprising to note that one out of five (18%) leisure travelers stated, compared to "typical vacations," their Celebration Vacations included more people in the traveling party. One out of five (20%) said their length of stay was longer; one out of four (25%) planned the vacations much further in advance, and fully four out of ten (40%) spent more on such vacations.
Their motivations for taking such vacations were a direct result of a desire to spend more "family time" on vacation: approximately three-fourths did so to reconnect with family (77%), a comparable percentage did so to mark a special moment for someone (76%) or create a special memory for someone (75%).
Asked how influential specific vacation attributes were when selecting a destination for a family-oriented Celebration Vacation, more than eight in ten leisure travelers mentioned the following:
- Activities that adults and children can experience together;
- Cost of getting there;
- Variety of activities for everyone in the vacation party;
- Cost of staying there;
- Activities available for the kids.
Celebration Vacations with Children
When asked about the destinations they would most like to visit with children on a Celebration Vacation, respondents cited the Disney theme parks (40% combined), Hawaii (18%), Florida other than Walt Disney World (13%), Europe (13%) and the Caribbean (12%). Interestingly, respondents without children in their household mentioned Walt Disney World as the preferred destination for a Celebration Vacation with a comparable frequency to those with children (33% versus 27% respectively). The same was true among respondents over 55 years of age versus those between 21 and 34 years of age (34% versus 29% respectively).
When asked about the activities in which they were most likely to participate on a Celebration Vacation that included children respondents cited, among other things, "enjoy a special meal" (54%), "buy souvenirs" and "do more photography/video" (43%), stay in nicer accommodations (31%), "dine in fancier restaurants" (25%) and "travel farther" (21%).
The data for this survey were obtained during the month of June 2008 in an online poll of 4,596 adults. The results are representative of all U.S. adults who are active travelers (took at least one overnight trip during the previous 12 months). All estimates are subject to an error interval of +/-1.8% at the 95% level of confidence.
Life Event for Which Very/Extremely Likely to Travel
Total Percent
n=3,910
Birthdays
Your Milestone Birthday (30, 40, 50, 60, 65, 70, 75, 80, 90, 100) - 59%
Romance
Milestone Anniversary - 1st, 5th, 10th, 15th, 20th, 25th, 50th, 75th - 78% Honeymoon - 75% Wedding - 65% Joining of Families/Familymoon - 63% Anniversary - 57%
Professional
Retirement - 55%
Promotion - 26%
Family
Reunion - 70%
First Vacation with Children - 67%
Cultural/Coming of Age
Quinceaneras - 54%
Bar/Bat Mitzvah - 50%
Accomplishments
Your High-School, College or Graduate School Reunion - 54% School Graduation - 51% Scholastic Achievement - 23%
Health/Wellness
Recovery from Personal Illness - 28%
Reasons for Taking an Overnight Trip to Celebrate a Special Occasion
Total Percent
(n=4596)
To reconnect with family - 77%
To mark a special moment for someone - 76% To create a special memory for someone - 75% To reconnect with friends - 58% To recognize personal achievement - 41% To reward performance - 38%
Top Destinations to Visit with Children on a Celebration Vacation
(Unaided)
Total Percent
(n=4596)
Disney World/Disneyland - 40%
Hawaii - 18%
Florida (Other) - 13%
Europe - 13%
Caribbean - 12%
Cruise - 9%
Beach/beach resort - 8%
California (Other) - 8%
New York - 8%
Orlando - 7%
Mexico - 6%
Disney (unspecified) - 6%
Arizona - 5%
Las Vegas - 5%
Niagara Falls - 1%
Los Angeles - 1%
Massachusetts - 1%
Activities Likely to do on a Special Occasion Vacation with Children
Total Percent*
(n=4596)
Enjoy a special meal - 54%
Buy souvenirs - 43%
Do more photography/video - 43%
Seek out more memorable opportunities - 41% Plan activities/games - 40% Sing a celebration song (e.g. happy birthday) - 36% Seek out more variety/unique experiences - 36% Arrange for a surprise - 33% Order special desserts - 31% Stay in nicer accommodations - 31% Eat in fancier restaurants - 25% Travel farther – 21%
* Does not equal 100% due to multiple responses.
For more information contact Claire Kunzman at claire.kunzman@ypartnership.com or 407 838 1810.
Ypartnership is America's leading marketing, advertising and public relations agency serving travel, leisure and entertainment clients and coauthor of the widely acclaimed National Travel MONITORsm with Yankelovich, Inc. Headquartered in Orlando, the agency maintains additional offices in New York, Los Angeles, Honolulu, Vancouver, Mexico City and London. Visit http://www.ypartnership.com
No related content found.
View All Podcasts
