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Demographics - Market Survey Results

CulturalTravels.net Traveler Usage Survey Results
November, 2004

We used fifty $25.00 gift certificates from Magellan's (a travel supply company) to encourage response for a five-part traveler survey.

  • The sample represented 25% of CulturalTravels.net registered travelers.
  • total universe: 5,523
  • sample universe: 1,385
  • total delivered: 1,175
  • response rate: 5.1% (60 useable respondents).

The survey served multiple planning purposes for Enterprise Webs (CulturalTravels.net):

  • advertising demographic support
  • areas of improvement needed
  • competitive positioning
  • quality of service

The results are very gratifying (below). Not only are we serving high income travelers well, the tour operators represented on our sites are thought highly of as well. Nonetheless, our primary reason for conducting the survey was to explore whether, a) we were thought highly enough of to, b) offer Travel Assistance Services (Trip Booking Assistance) - with nearly 40% of respondents replying "Yes."
 

CulturalTravels.net Traveler Usage Survey: November, 2004
 
Part I. About the Respondents
 
Respondents   Travel Category Combined Annual Income
              Under  $60,000 to Over
Age Male Female Couple Alone Friends Family $60,000 $120,000 $120,000
18-30 6% 7% 25% 75% 50% 0% 7% 0% 0%
31-44 0% 2% 0% 100% 100% 0% 0% 2% 0%
45-59 31% 45% 60% 44% 24% 12% 13% 17% 12%
60+ 63% 45% 63% 27% 30% 0% 10% 25% 13%
Totals 27% 73% 58% 38% 30% 5% 30% 43% 25%

 NOTE: 93% of respondents travel with one or more persons - as a Couple, with Family or Friends
                   
Part II. Travel Preferences and Habits
                   
Age Travel as a Couple More Than Once Per Year Once Per Year Occasionally
18-30 25% 2% 5% 0%
31-44 0% 2% 0% 0%
45-59 60% 40% 2% 3%
60+ 63% 47% 3% 0%
Totals 58% 90% 10% 3%
                   
  Trip Durations:   Over 15 Days/Year 10-14 Days/Year Under 10 Days/Year
Age: 18-30   3% 2% 2%
31-44   2% 0% 0%
45-59   18% 15% 8%
60+   33% 12% 5%
Totals   52% 28% 15%
                   
Travel Dollars Spent   Over $5,000 $2,000-$5,000 Under $2,000
for each person per Trip   Each Person/Trip Each Person/Trip Each Person/Trip
Age: 18-30   2% 2% 5%
31-44   0% 2% 0%
45-59   0% 32% 10%
60+   37% 13% 0%
Totals   38% 48% 15%

 NOTE: Inferentially, 15% of CulturalTravels.net travel couples expend over $20,000/per year on travel
                   
Trip Planning Time 1 to 3 Months 4 to 12 Months Over 12 Months
Months Ahead Trip Planning Time Trip Planning Time Trip Planning Time
Totals   38% 56% 6%
                   
Trip Booking Time 1 to 3 Months 4 to 12 Months Over 12 Months
Months Ahead Trip Booking Time Trip Booking Time Trip Booking Time
Totals   54% 43% 3%
                   
Preferred Activities Cultural Interaction Events Sightseeing
Totals   45% 18% 37%
                   
Do you prefer trips designed for you or pre-designed trips? Pre-Designed Custom
Totals   58% 42%
                   
Part III. Internet Usage
                   
Internet Habits Daily Routine Info. Searches Entertainment
Totals   93% 63% 22%
                   
Where do you go first for travel information?   Search Engines "Favorites"
Totals   60% 40%
                   
Is CulturalTravels.net  a "Favorite" site of yours for your travel research?
  Yes No Plan To Use
Totals   79% 8% 13%
                   
Which travel information sites do you use?
CulturalTravels.net* Specialty Travel Info Hub Shaw Guide
68% 28% 17% 12%

 NOTES: * 100% of respondents use CulturalTravels.net.
 68% noted above report CT as their "Favorite."
 23% of total respondents reported using "Other" travel information sites with Fodor's polling 7%.
 No other site mentions were higher than 1.6% of total respondents.
                   
Part IV. How do you use CulturalTravels.net?
                   
Do you research CulturalTravels.net for planning trips?
  Yes No Plan To Use
Totals   68% 19% 13%

 NOTE: A total of 81% of respondents use, or plan to use CulturalTravels.net for travel research.
                   
Do you read "The Cultured Traveler" newsletter?
  Yes Regularly No
Totals   88% 37% 12%
                   
Do you recommend CulturalTravels.net or "The Cultured Traveler" newsletter to friends?
  Total Responding to Question Yes Plan To
Totals   78% 60% 40%
                   
Would you wish us to offer Travel Assistance and Trip Booking Services?
  Yes No Indifferent
Totals   38% 7% 55%
                   
Part V. Tell Us About Your Trip Experiences
                   
Have you requested tour operator or trip information through CulturalTravels.net? *
  Yes No Plan To
Totals   42% 47% 10%
NOTE: * Survey target was ONLY to travelers who DID REQUEST trip or tour operator information. That
58% ("No" or "Plan To" respondents) do not recall their having used CulturalTravels.net, implies
travelers do not necessarily recall where or from whom their travel information emanates.
                   
Have you booked with a Tour Host you found on CulturalTravels.net?
  Yes No Plan To
Totals   15% 75% 10%

 NOTE: * Refer to note above - this response is also skewed by lack of recall.
                   
continued - Part V. Tell Us About Your Trip Experiences
                   
How many tour companies did you request information from for your trip?
  1 to 4 5 to 10 10 or more
Totals   76% 20% 4%
                   
Did you choose to review Web Page Ad Displays by our tour hosts?
  Yes No
Totals   53% 47%
                   
After reviewing did you choose to visit the web sites of Web Page Ad advertisers?
  Yes No
Totals   51% 49%
                   
Of those you booked a trip with, how would you rate their pre-departure service?
  Excellent Good Fair Poor
Totals 72% 21% 7% 0%
                   
How would you rate the trip you took?
  Excellent Good Fair Poor
Totals 58% 38% 0% 4%

 NOTE: 96% of respondents rate trips taken "Excellent" to "Good"
 

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