¨You can’t control the past, but you can control where you go next.¨
What is Leisure Travel?
Leisure travel, according to a US Today article entitled Definition of a Leisure Traveler is: ¨travel in which the primary motivation is to take a vacation from everyday life.¨
According to a 1979 report in Sociology by E. Cohen, Phenomenology of Tourist Experiences, there are two primary motives for leisure travel:
- recreational — undertaken to recreate the body and mind; and
- diversionary — as a diversion or escape from the boredom of the mundane and routine (of life).
Sometimes, leisure travel is also done to visit friends and family and to perform religious pilgrimages. (Until sixty years ago, these were the primary reasons for leisure travel).
Worldwide, leisure travelers represent around 70% of all the industry’s customers. The number of leisure travelers is snowballing, particularly with the rise of Emerging Country economies. Business travel continues to increase; however, at a much slower pace than leisure travel.
What are the Characteristics of Leisure Travel?
Leisure travelers have the following differences from business travelers. Specifically, leisure travelers :
- Are highly price-sensitive: According to Google’s 2014 Traveler Study, 63% of leisure travelers say they are price-sensitive when picking a hotel.
- Spend more time planning their trips: They are willing to dedicate considerable time to:
- Choosing the perfect hotel based on amenities and location;
- Comparing hotel prices between different search engines (like hotels.com, booking.com); and
- Finding the lowest airfare among several various search engines (like travelocity.com) and airline websites.
- Pay attention to reviews and recommendations: Leisure travelers listen to family, friends, colleagues, and online reviews for recommendations. They report that they will not choose a hotel with many negative reviews, even if the price is low.
- Search for packages and specials: The majority of leisure travelers look for hotels that provide them with incentives to stay there. (Some typical amenities include free breakfasts, coffee and water, and leisure activities)
- Desire extra on-site hotel facilities: Leisure travelers seek hotels that offer pools, fitness areas, and restaurants. They are less concerned with in-room amenities than business travelers.