Research on leisure trips, bookings, review sites, social media

The consumer trends identified in this report are the result of research conducted by the Warren Weiss Co. during the first half of June 2015, via a survey questionnaire that was distributed online to a representative sample of the general U.S. population.

Qualified respondents had to be 21 or older and had to have taken one or more leisure trips that required an overnight stay in the previous 12 months.

A total of 607 respondents completed the survey. This sample size provides an overall margin of error of plus or minus 4% and allows for analyses of different subgroups.

After screening for qualification, respondents were asked detailed questions about each leisure trip taken in the past 12 months that required at least one overnight stay, beginning with their most recent leisure trip, and then again for each trip up to a maximum of four trips.

The remaining questions were general questions about travel booking methods used and satisfaction with them, amounts spent, usage and influence of travel review websites, social media, shared economy services and demographics.

"Mobile devices key to more online travel bookings" and "Smartphones, tablets in; desktops, laptops out," on pages C10 and C22, use the data in Phocuswright's report, "U.S. Online Travel Traffic Trends," done in partnership with Millward Brown Digital.

This report takes data from several Phocuswright surveys including the Mobile Travel Landscape 2015, published in May 2015; Traveler Technology Survey 2014, published in January 2015; U.S. Online Travel Traffic Report 2013-2014, published in May 2015; and Millward Brown Digital's data. Phocuswright and Travel Weekly are both owned by Northstar Travel Media.

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