PhoCusWright Survey Shows Group Travel Growth

January 11, 2007

PhoCusWright Survey Shows Group Travel Growth
Jan. 11, 2007 – PhoCusWright has released a new study titled "Groups and Meetings: Market Opportunity Redefined." The survey shows that the groups and meetings market is one of the key competitive areas for online travel and will represent $175 billion by 2008.

The report found that median spending for group gatherings is $1,800 (not including corporate meetings). According to the report, on average 19 individuals attend a gathering and that event typically lasts 3.5 days; the top five destinations for group travel include: Florida, California, Las Vegas, the Caribbean and Mexico; and 55 percent of group travelers are traveling for a family reunion or function.

Younger respondents (21-34) are more likely to plan friend reunions, school group/class reunions, bachelor/bachelorette parties, and concerts or other entertainment/spectator sport events.

The report found that travelers making up the groups and meetings segment include family reunions, sports outings (ski, golf, tennis, etc.), friends’ reunions (mancations, girlfriend getaways, fraternity/sorority, etc.), weddings, association/community groups, religious events and corporate meetings.

When using the Internet to plan a group trip or gathering, respondents said the most important things they look for in a Web site are quick response times to requests, ability to speak to a live person, ability to receive group discounts and planning tools such as calendars, maps and directions and trip idea recommendations.