1 Americans are primarily interested in relaxing, affordable vacations.

The
INTRO most popular kind of vacation is at the beach, and the most desired domestic
destination is Hawaii.

2 Younger generations are more likely to want to travel abroad, with 50% of
millennials saying they’d rather travel in a different country if money and time
weren’t an issue.

3 In terms of transportation preferences, Americans love getting around by car,

and airlines generally lag behind the alternatives.

Key Points
4 The most popular airline in America is Southwest. However, the four
largest airlines are neck and neck when it comes to purchasing consideration.

5 Most Americans aren’t particularly brand loyal when it comes to hotels,

with just 24% saying they have preferred chain(s) they often book.

6 Airbnb trails major hotel chains in terms of purchasing consideration and

brand ID. However opinions among younger generations are a positive signal
SLIDE / 2
for the future.
INTRODUCTION

What What What

consumers consumers consumers
THINK SAY SEE
About Collecting over 3 Evaluating over Analyzing over

Morning million market

research interviews
100 million social
media posts
85,000 news
media outlets

Consult
Currently Tracking 1,800+ Brands (200 interviews per day, per brand)
Including A Wide Range of Brands Related to the Travel Industry:

SLIDE / 3
REQUEST A DEMO HERE
INTRO

Vacation Preferences
1 Where Americans want to go, what they look for in a
vacation, and how they use online reviews.

Getting There
Agenda 2 Transportation preferences, with a special focus on
the airline industry, including a ranking of the most
popular airlines.

Accommodation
3 What Americans look for in hotels, the prevalence of
Airbnb, and key brand metrics for some of the
largest hotel brands in the country.

SLIDE / 4
 How much would you enjoy going on a vacation that included
VACATION PREFERENCES elements of each of the following?
A lot Some Don't Know/No Opinion Not much Not at all

Beach 47% 30% 5% 9% 9%

Resort 38% 32% 6% 11% 13%

Beach Road trip 38% 38% 5% 11% 8%

vacations Cruise 32% 24% 8% 15% 21%
have the Cultural/historical 29% 41% 6% 12% 11%
most Theme park 29% 31% 6% 16% 18%
universal Hiking/nature related 21% 35% 6% 15% 23%
appeal Camping (RV) 18% 27% 7% 18% 30%
Rural 18% 35% 11% 19% 17%
Camping (tents) 16% 22% 6% 20% 35%
Fishing/hunting 16% 20% 6% 18% 39%
Urban 12% 34% 11% 23% 20%
SLIDE / 5 Golfing/sporting 7% 15% 7% 21% 50%
 How interested would you be in visiting the following U.S.
VACATION PREFERENCES vacation destinations?
Very interested Somewhat interested

Hawaii 51% 22%

Grand Canyon 41% 32%
Yellowstone 40% 32%
Disneyland/Disneyworld 38% 23%
Hawaii and Niagra Falls 35% 34%
The Grand Las Vegas 35% 26%
Canyon top Florida Keys 35% 31%
America’s Yosemite 33% 33%
most desired Great Smoky Mountains 33% 31%

vacations New York City 31% 27%

New Orleans 31% 31%
Badlands/Mt. Rushmore 27% 33%
San Fransisco 26% 31%
Washington, DC 24% 33%
Miami 23% 27%
Los Angeles 23% 36%
SLIDE / 6
Boston 21% 30%
Chicago 18% 25%
VACATION PREFERENCES If money and time were not an issue, would you rather take
vacation in the U.S. or in a country outside of the U.S.?

Don't Know Outside of the U.S. In the U.S.

10% 8%
Younger 12% 11% 12%

Americans
are much 40% 35%
32%

more likely to 50%

56%
want to travel
abroad

60%
50% 53%
39%
31%

SLIDE / 7 All adults Gen Z (18-21) Millennials (22-37) Gen X (38-53) Boomers (54-72)
 Imagine you are reading a description of a vacation destination. If the destination
were described using the following terms, would that make you more or less likely to
VACATION PREFERENCES say you want to visit that place?

Very interested Somewhat interested Don't Know/No Opinion Not too interested Not interested at all

Affordable 65% 23% 7%

Relaxing 57% 30% 7%
Almost all Fun for the whole family
Serene
41%
36%
26%
38%
14%
13%
10%
9%
9%

Americans Historic 35% 38% 12% 10% 5%

Family/kid friendly
want Adventurous
34%
33%
22%
36%
16%
12%
14%
13%
14%
6%
vacations Nature / wilderness 32% 33% 12% 14% 10%
Romantic
to be Luxurious
32%
32%
33%
32%
14%
12%
13%
16%
9%
7%
affordable, Revitalizing 31% 37% 16% 10% 5%
Unlike anything else 30% 39% 17% 9% 5%
relaxing Exotic 28% 36% 15% 15% 7%
Thrilling 27% 35% 14% 17% 7%
Wholesome 27% 38% 17% 12% 6%
World-renowned 26% 37% 19% 14% 8%
Exclusive 26% 32% 17% 17% 8%
Lively 25% 37% 14% 17% 7%
Remote 22% 31% 15% 20% 11%
Social 20% 32% 15% 23% 10%
SLIDE / 8 Off-the-grid 20% 29% 17% 21% 14%
Popular 19% 35% 15% 22% 10%
VACATION PREFERENCES How much do you pay attention to reviews of vacation
destinations before booking?

7%
13%
13%
Women are Not at all
17%
more likely to 8%
pay attention 10%
Not much

to reviews Don't know/No

before 39% opinion

booking 37% Some

A lot

33%
23%

SLIDE / 9
Men Women
VACATION PREFERENCES When researching for a vacation, which of the following would
you most likely use for recommendations?

Family/friends A travel agent Travel guides The internet

Boomers are
just as likely 32% 31% 32% 30%
as millennials 42%
to use the
8% 9% 8% 8%
internet to 8% 8%
8% 6% 7%
research a
vacation

52% 51% 52% 54% 52%

SLIDE / 10 All adults Gen Z (18-21) Millennials (22-37) Gen X (38-53) Boomers (54-72)
OUTLINE

Vacation Preferences
1 Where Americans want to go, what they look for in a
vacation, and how they use online reviews.

Getting There
Agenda 2 Transportation preferences, with a special focus on
the airline industry, including a ranking of the most
popular airlines.

Accommodation
3 What Americans look for in hotel, the prevalence of
Airbnb, and key brand metrics for some of the
largest chains in the country.

SLIDE / 11
 Would you say the following terms apply to travel in ____, or not?
GETTING THERE
Airplanes Buses Trains Cars

41%
Fun 33%
61%
67%
Across the
board, cars 49%
Comfortable 43%
are America’s 68%
74%
preferred mode
of travel. Airlines 49%
generally lag Appropriately priced 70%
64%
behind. 82%

72%
Efficient 52%
67%
78%

44%
Minimal hassle 48%
SLIDE / 12
42%
74%
 Thinking about the past few years, would you say the airline industry has gotten
better or gotten worse when it comes to each of the following?
GETTING THERE

Gotten better Stayed about the same Gotten worse Don't Know/No Opinion

Cost 13% 23% 48% 16%

Few
Americans Comfort 17% 28% 40% 16%
see
improvements
in the airline
Customer Service 15% 32% 37% 17%
industry

Generally/overall 16% 33% 35% 16%

Safety 25% 36% 23% 15%

SLIDE / 13
 MORNING CONSULT BRAND INTELLIGENCE

Southwest is the Most Popular American Airline

Do you have a favorable or unfavorable opinion of the following…?

Unfavorable Neutral Favorable

9% 5% 10%
14% 16% 17% 14%
23%

36% 36% 37%

34% 59% 69%
70%
69%

49% 47% 46% 43%

32% 27% 21% 17%

1 2 3 4 5 6 7 8
 MORNING CONSULT BRAND INTELLIGENCE TRACKING

Top Four Airlines in Tight Competition for Purchasing Consideration

How likely are you to consider purchasing a product or service from...?

Unlikely to purchase Don't know/No opinion Likely to purchase

22% 24% 23% 27% 22% 22% 22% 23%

29% 29% 30% 26%

44%
51% 54% 56%

49% 47% 46% 46%

34%
26% 25% 21%

1 2 3 3 5 6 7 8
 How important are each of the following when it comes to traveling by airplane?
GETTING THERE

Very important Somewhat important Don't Know/No Opinion

Not too important Not important at all

Cost of the tickets 74% 12% 10%

Ticket cost
is the most Free checked luggage 61% 22% 12%
important
factor when
traveling by Comfort/legroom 60% 24% 12%

plane
Efficient boarding/deplaning 56% 27% 8% 4%

Complimentary beverages/snacks 35% 32% 11% 19% 4%

SLIDE / 16 Cost of additional beverages/snack options 32% 27% 12% 20% 9%

GETTING THERE Which of these statements describes you best?

Just a quarter
I buy flight tickets based
of Americans on whats cheapest and
factor in most convenient,
regardless of airline
airline
preference if 29%
it means 44%
I factor in airline
preferences when buying
paying a tickets, even if it means
premium sometimes paying a
premium

26% Don't Know / No Opinion

SLIDE / 17
GETTING THERE How satisfied are you with online flight booking
websites/services?

Very satisfied
Most (63%)
are satisfied
with online 27%
Somewhat satisfied
28%
flight booking
services
Not too satisfied

6%
36% Not satisfied at all

Don't know/No opinion

SLIDE / 18
OUTLINE

Vacation Preferences
1 Where Americans want to go, what they look for in a
vacation, and how they use online reviews.

Getting There
Agenda 2 Transportation preferences, with a special focus on
the airline industry, including a ranking of the most
popular airlines.

Accommodation
3 What Americans look for in hotel, the prevalence of
Airbnb, and key brand metrics for some of the
largest chains in the country.

SLIDE / 19
 How important are each of the following when deciding on what hotel to stay in?
ACCOMMODATION

Very important Somewhat important Don't Know/No Opinion

Not too important Not important at all

Price 76% 16% 6%

What
Americans
look for in a Location 69% 22% 6%
hotel

Online reviews 38% 38% 8% 12% 5%

Amenities 38% 34% 7% 14% 7%

SLIDE / 20
ACCOMMODATION Which of these statements describes you best?

Most I book hotels based on

Americans what most fits my needs,
regardless of hotel chain
don’t pay
attention to 16%
hotel chain
I prefer certain hotel
when chain(s) that I often book,
booking 24%
60%
even if there are
alternatives

Don't Know / No Opinion

SLIDE / 21
 When it comes to planning a vacation, how important are online reviews for each of
the following?
ACCOMMODATION

Very important Somewhat important Don't Know/No Opinion

Not too important Not important at all

Housing/hotel reccommednations 50% 31% 7% 6% 5%

Online
reviews are Restaurants 40% 37% 7% 11% 5%

most
important for Transportation options 37% 36% 8% 12% 7%
housing
Adventorous 33% 36% 12% 13% 6%

Cultural destinations 30% 38% 8% 16% 8%

SLIDE / 22 Tours/guides 23% 36% 8% 21% 11%

 MORNING CONSULT BRAND INTELLIGENCE TRACKING

Airbnb Has Yet to Reach The Brand Recognition Levels of Major Hotels
Have you heard of the following…?

Have not heard of Have heard of

8% 10% 10% 10% 13% 17%

26% 29%

92% 90% 90% 90% 87% 83%

74% 71%

1 2 2 2 5 6 7 8
 MORNING CONSULT BRAND INTELLIGENCE TRACKING

Airbnb Also Lags Behind Major Hotels In Terms of Purchasing Consideration

How likely are you to consider purchasing a product or service from...?

Unlikely to purchase Don't know/No opinion Likely to purchase

16% 17% 19% 18% 17% 16%

23%
32%

30% 32% 33% 36% 39% 47%

30% 49%

54% 52% 48% 47% 45%

37% 37%
27%

1 2 3 4 5 6 7 8
 MORNING CONSULT BRAND INTELLIGENCE TRACKING

However Younger Americans Have More Interest in Using Airbnb

How likely are you to consider purchasing a product or service from Airbnb in the future?

Unlikely to purchase Don't know/No Opinion Likely to purchase

56% 52% 47%

58%

18% 31%
14% 21%

28% 36%
27% 23%

Gen Z (18-21) Millennials (22-37) Gen X (38-53) Boomers (54-72)

OUTRO

CUSTOM POLLING
This poll was conducted from June 04-05, 2018, among a national sample of
2,202 Adults. The interviews were conducted online and the data were weighted
to approximate a target sample of Adults based on age, race/ethnicity, gender,
educational attainment, and region. Results from the full survey have a margin of
error of plus or minus 2 percentage points.

Methodology
BRAND INTELLIGENCE TRACKING
On a daily basis, Morning Consult Brand Intelligence surveys Americans on over
1,800 brands and products. The brand tracking data in this report is the result of
aggregated daily surveys from May 13, 2018 to June 13, 2018. Each brand was
surveyed 6,000 times during that time frame, with the exception of Best Western
which was surveyed 2,000 times and Southwest Airlines which was surveyed
16,000 times.

SLIDE / 26
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