Readers of Travel + Leisure magazine tend
to travel more, and more widely, and to spend more than nonreaders
of the publication. But how much more?
A fair amount, as
it turns out.
According to the
magazines latest Consumer Intelligence Report, readers took an
average of 3.1 domestic trips during the last 12 months, and 31% of
them took five or more. Nonreaders, on the other hand, averaged 1.9
trips, and only 19% of them took five or more.
The results are
based on an online poll of over 1,000 subscribers conducted in
October. For comparison purposes, the magazine also polled a
national sample of travelers who are nonreaders.
According to the
data, the T + L readers spend more than twice as much. When asked
how much they expect to spend on leisure travel over the next year,
readers tallied up an average of $11,136, more than double the
$5,411 reported by nonreaders.
Based on these
estimates, it seems the two groups tend to divide their domestic
and international travel along the same lines, with about 60% to
65% of the total earmarked for international travel.
However, in terms
of the anticipated destinations, the two groups differ more
markedly. As shown on the accompanying chart, nonreaders expressed
proportionately more interest in Canada and Mexico than in European
destinations. T + L readers showed a stronger preference for
The two groups
showed about equal interest in Hawaii.
readers are also more into cruising. More than two-thirds have
cruised, and 36% plan to cruise in the next 12 months. For
nonreaders, the corresponding numbers were 40% and 28%,
they tend to be repeat cruisers, T + L readers also seem to put the
somewhat more far-flung itineraries on their to-do list. When asked
to name their planned cruise destinations, 49% of readers named
Greece and the Mediterranean, while 47% ranked Alaska. The
Caribbean ranked third at 36%.
Rising gas prices
appeared to be less of a deterrent to T+ L readers. Over half the
readers surveyed, 55%, said gas prices will have no effect on car
rentals, and a third said prices will have no effect on leisure
driving. For nonreaders, those numbers came in at 28% and 17%,