Building Loyalty Among Millennial Hotel Guests

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The meteoric rise of shared economy options in the hotel industry has intensified the efforts of  many hotel chains when it comes to gaining and retaining loyal guests.  According to Nielsen Scarborough, of the over 151 million U.S. adults who stayed at a hotel/motel last year, Millennials accounted for one-third (34%), or more than 52 million, of those overnight guests.  That’s over a million a … [Read more...]

DIY Travelers: Cost Conscious, But Well-Traveled

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Now with summer officially underway, it’s travel time for many Americans.  While there’s no denying the convenience and expertise gained from using a travel agent, many Americans prefer to take the travel planning reigns themselves and go at it DIY-style.  According to Nielsen Scarborough, over 38 million adults in the U.S. classify as a DIY Traveler: they would rather book a trip over the … [Read more...]

Who Has The “Home Court Advantage” In The 2016 NBA All-Star Game?

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On February 14, 2016 NBA history will be made. For the first time in 65 years the NBA All-Star game is leaving the United States and heading north of the border to Toronto. The NBA has long been a league with international diversity among its players, and that was reflected in this year’s team roster. Among the leading elected players, in both conferences and at every position, there were no less … [Read more...]

High-Class on the High Seas: Cruise Lines Attract a Wealthy Customer who Loves Fine Food and Wine

People who take cruises have higher-than-average incomes, a big appetite for fine food and wine and love to be entertained. These "Cruisers" are defined by Scarborough as American adults who went on a cruise during the past three years. Wealthy Americans Board Cruises Thirty-one percent of Cruisers have an annual household income of $100K or more, and they are 54 percent more likely than the … [Read more...]

Active Travelers Maintain Active Lifestyles

Fourteen percent of U.S. adults are Active Travelers, defined by Scarborough as people who completely agree with the statement “I frequently choose active vacations with lots to do.” These consumers are 40 percent more likely than all U.S. adults to be Millennials (ages 18-29) and 13 percent more likely to have a household income of $250,000 or more. The top local market where you'll find Active … [Read more...]

Nearly 16 Million American Adults Belong to Families that Own a Tablet

Tablet Families are Avid Travelers Seeking Active, Entertaining Vacations Americans enjoying family vacations during the summer are likely packing toothbrushes, sunscreen, comfortable shoes, and perhaps a tablet. Seven percent of American adults, more than 15.8 million people, fall into the category of Tablet Families, defined as consumers who own a tablet and have one or more children at home. … [Read more...]

Long Distance Drivers Go the Distance with Online Spending

People who drive more than 200 miles a week (Long Distance Drivers*) are very well compensated for their work, and those dollars flow right through to big online spending habits. Not only do these kings and queens of the road have lots of opportunities to view traditional out-of-home signs as they drive through America, but they are much more likely to see digital displays than the average person … [Read more...]

Hotel Loyalty Card In-Hand, Today’s Business Travelers Hit the Gym Upon Check-In

Today’s business traveler requires a good gym in their hotel and healthy food options, and they carry over their hotel brand loyalty when traveling for leisure. These are two findings from an analysis of Business Travelers from Scarborough. Defined as those adults who have taken a domestic, round-trip flight for business during the past year, Business Travelers account for 10 percent of the adult … [Read more...]

A Place for All Media on the iPad

Since its debut in 2010, the iPad has impacted a multitude of consumer habits – from shopping and socializing to reading books and organizing content. Media professionals on the local and national levels are constantly tweaking their approach to creating content and advertising opportunity to match the power of the tablet. In this report, Scarborough examines the media habits of adults who live in … [Read more...]

Baltimore Takes to the Road

With the summer almost here, visions of vacation dance in our heads. But chances are, many Americans will decide that the adventures and relaxation needs to take place closer to home. After all, gas prices now hover close to $4 a gallon for most people, and the U.S. Labor Dept. calculates that April unemployment was 8.1 percent. Folks in Baltimore, MD are fortunate to have many fun options … [Read more...]

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