Segmenting the U.S. Travel Market According to Benefits Realized

Abstract

This research studied the differences between what consumers say they want and what they will actually buy. A segmentation study was conducted based on the benefits derived from travel using a sampling methodology that was not destination-specific. The sampling methodology employed also allows for the findings to be generalizable to the U.S. traveling public. Four market segments are identified — three that are big enough to war rant different marketing strategies — and discussed in detail. Where appropriate, they are compared to the segments identified by previous researchers.