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Surprise: Leisure travelers look at price last
Leisure travelers decide where they want to go and for how long before they even ponder the price, says a new study.
That was the conclusion of the Travel Industry Association of America (TIA) in a recent study of over 5,000 consumers who have taken at least one overnight leisure trip in the past year.
“Travelers continue to shop mercilessly for the lowest prices after they’ve made these two decisions,” said Suzanne Cook, senior vice president, Research, TIA.
What factors affect leisure travel decisions?
They include:
• Trip occasion, which has the greatest influence (51%).
• Travel companions (46%).
• Time available (43%).
• Available finances (42%).
Time of year, travel prices and information sources played lesser roles.
The study also found that location and comfort were priorities in choosing accommodations.
But also important were the cost of a room and privacy issues.
Report by David Wilkening
David
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