Washington, DC – November 2006 – Below is a brief snapshot of data from the Voice of
the Traveler survey by the Travel Industry Association and Synovate.
Spa Vacations: More than half (54%) of travelers said they were currently interested in going to
a spa or a place where they can relax and rejuvenate themselves. Good news for the spa
industry...interest appears to be growing. Almost a third (28%) of travelers said they were MORE
interested now compared to five years ago in going to a spa or a place where they can relax and
rejuvenate themselves. In fact, spa vacations ranked fifth when listing all the things people said
they were MORE interested in doing now compared to five years ago. Among those who are
interested in spa vacations, the majority (40%) are 35 – 54 years old; however, interest is also
strong among 18 – 34 year olds (37%).
Volunteer Vacations: One-quarter (24%) of travelers said they were currently interested in
taking a volunteer or service-based vacation. More than one in ten travelers (11%) said they
were MORE interested now compared to five years ago in taking a volunteer or service-based
vacation. Interest was strongest among baby boomers, with the largest share (47%) of those
interested in taking a volunteer vacation falling into the 35 – 54 year old age range.
Children-Friendly Destinations: More than 35% of travelers said they were currently interested
in traveling to places that cater to children. Among those who are interested, the majority (51%)
are 18 – 34 years old, presumably young families with young children. Nearly one in five
travelers (18%) said they were MORE interested now compared to five years ago in traveling to
places that cater to children.
Spiritual Vacations: One-quarter (25%) of travelers said they were currently interested in taking
a spiritual vacation (e.g., religious retreat, pilgrimage). More than one in ten travelers (12%) said
they were MORE interested now compared to five years ago in taking a spiritual vacation. The
appeal of a spiritual vacation spans the ages, with approximately one-third of each age group (18
– 34 years old, 35 – 54 years old and 55+) expressing current interest in taking such a vacation.
Enrichment Travel: More than half (56%) of travelers said they were currently interested in
taking an educational trip where they and/or their family can learn something. Nearly 22% of
travelers said they were MORE interested now compared to five years ago in taking such a trip.
Editor’s Note: The Voice of the Traveler survey by the Travel Industry Association and
Synovate was conducted in May among a representative sample of 1,500 U.S. adults.
Travel Industry Association (TIA) (www.tia.org), the national, non-profit organization
representing all components of the $654 billion travel industry, represents the whole of the
U.S. travel industry to promote and facilitate increased travel to and within the United
States.
Media Contact:
Travel Industry Association of America (TIA)
Cathy Keefe
Manager, Media Relations
