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2009 Holiday Travel Poll

Marketing and Brand Research - Proprietary and Confidential

About 4 in 10 AAA Hawaii Members Will Travel
this Holiday Season
• Another 12% have not yet decided if they will take a trip this
holiday season.

Plan to take at least one leisure trip?

Undecided
12%

Yes
43%

No
46%

n=341

Q15: “During the 2009 holiday season, do you plan to take at least one leisure trip?”
Base: AAA member households in Hawaii.

Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 2
More than 1 in 10 of AAA Hawaii Members
Planning a Trip Will Spend More than \$4,000
• Surprisingly, 83% say that the amount they plan to spend this holiday season
is the same or more than they would prior to the economic downturn.

Amount planning to spend

50%
Amount Compared to before
economic downturn

Less
More
16%
23%

25%
22% T he
same
18% 60%
16%
14%
12% n=138

6%
5%
3% 3%
1%
0%
\$500 or \$501 to \$1,001 to \$1,501 to \$2,001 to \$3,001 to \$4,001 to \$5,001 to \$7,001 to More than
n=138
less \$1,000 \$1,500 \$2,000 \$3,000 \$4,000 \$5,000 \$7,000 \$10,000 \$10,000

Q16: “About how much do you expect to spend on leisure travel during the 2009 holiday season?”
Q17: “How does this amount compare to your holiday travel spending in years prior to the current economic downturn?”
Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season.
Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 3
Nearly Two-Thirds of Those Traveling Will Be
Visiting Family
• Visiting friends and Celebrating the holidays were also common responses.

Shopping 37%

Sightseeing 31%

Maintaining a family tradition of traveling during the

14%
holidays

Spa/relaxation 14%

Pursuing a hobby (golf, tennis, etc.) 12%

n=138

Q18: “What do you plan on doing while traveling during the 2009 holiday season? (Select all that apply).”
Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season.

Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 4
Nearly Two-Thirds of Those Taking a Trip Will
Be Traveling to Another US State
• About one quarter will be traveling in state.

Traveling to another
63%
state in the U.S.

Traveling in state 26%

Going to a gambling
destination (Las Vegas, 20%
Atlantic City, etc.)

Traveling
14%
internationally

Going to a tropical
5%
destination

Going to an amusement
3%
park
n=138

Q19: “To where are you planning to travel during the 2009 holiday season? (Select all that apply).”
Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season.

Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 5
More than One-Third Will Try to Save Money by
Redeeming Points/Miles for Plane Tickets
• 21% stated they do not plan on doing anything to save money on travel .
Redeem loyalty program points/miles for a free or discounted plane
ticket 37%

Reduce your budget for shopping and souvenirs 29%

Use an affinity discount program such as AAA to get cheaper hotel
rates
25%
stay 20%

n=138 None of the above 21%

Q20: “How are you planning to save money on your 2009 holiday travel, if at all? (Select all that apply).”
Base: AAA member households in Hawaii taking at least one leisure trip during the 2009 holiday season.

Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 6
43% of AAA Hawaii Members Believe it’s Now
Easier to Get a Good Deal on Travel
• Only 32% believe it is now more difficult to get a good deal on
travel.
Much easier Slightly easier No different Slightly more difficult Much more difficult

AAA HI 11% 31% 26% 21% 11%

n=341

Q21: “Compared to years prior to the current economic downturn, would you say it is now easier or more difficult to get a good deal on travel?”
Base: AAA member households in Hawaii.

Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 7
More than 1 in 5 Non Travelers Say the Economic Downturn
Was a Major Influence on their Decision
• Those saying the downturn had no influence may have family/friends nearby
and have no need or desire to travel during the holidays.

50%

34%

25%
22%

11% 10%
9%
7% 7%

0%
No influence 2 3 4 5 6 Major
(1) influence (7)
n=203

Q8: “You mentioned that you will not take a trip or have not decided if you will take a trip during the 2009 holiday season. To what extent has the
current economic downturn influenced your decision? Use a scale of 1 to 7 where 1 means the economic downturn has had no influence and 7 means it
has been a major influence on your decision.”
Base: AAA member households in Hawaii who are not planning to take a trip this holiday season or are undecided.

Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 8
AAA Hawaii Members Cutting Back on Travel Over
the Next 12 Months
• The proportion of AAA Hawaii members planning to scale back on
travel far outweighs the proportion planning to increase their travel.

Stay the
same

Decrease 37% 36% 36%

Number of trips you take Number of nights you stay in Your travel budget
paid accommodations
n=341

Q21: “Please indicate below whether you expect the number of trips you take, number of nights you stay in paid accommodations, and your
travel budget will increase, decrease, or remain the same over the next 12 months.”
Base: AAA member households in Hawaii.

Marketing & Brand Research – Holiday Travel Poll – October 2009 - Page 9