Travel Research: Girls & Guys Getaways · Getaway Travelers and those who have not taken such a trip in the past two years, some interesting differences surface; – As noted, women

AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved

Travel Research:Girls & Guys Getaways

October 2015

Contact Vicki Gelfeld, [email protected], for more informationhttps://doi.org/10.26419/res.00113.001


Table of Contents

2

2015 Girls & Guys Getaways

Executive Summary 3

Audience Profile 4-9

Traveler Findings 10-38

Dreamer Findings 39-46

Barriers & Opportunities 47-50

Appendix 51-56

Methodology

Travel Snapshots

AARP Research Center Team


Executive Summary

3

• Girls and Guys Getaways are a travel experience that appeals to a niche market among the 45+ leisuretraveler, with 11% having recently taken one.

– Women are more likely than men to embark on such a trip. GenXers are more likely than BabyBoomers.

• Of those who have recently taken a Girls/Guys Getaway, it is a routine trip taken at least once a year.

• A Girls/Guys Getaway is typically a trip with 5-7 life-long friends and/or family members to a U.S. city,stretching anywhere from 2-6 days.

• While women are motivated by the sheer desire to get together with girlfriends, men lean uponcommon sport interests (e.g. golf) or the desire to fulfill “a tradition” for their inspiration for such trips.Hence why men’s trips are more likely to be an annual trip and why a large percent of women’s trips(26%) are spontaneous.

• The majority of travelers will check in with their significant other and will share the details of the trip.And although their activities may be different on a Girls/Guys Getaway then they are on a trip with theirsignificant other, they do not have a preference for one type of trip over the other.

• The biggest barrier to planning a Girls/Guys Getaway is getting everyone to agree on a date. Andalthough some information on good/inexpensive destinations for groups is welcomed, it doesn’tappear these tactics will greatly encourage these travelers anymore than they already are to partake insuch trips in the future.


AUDIENCE PROFILE

4


Girls & Guys Getaways Defined

• AARP definition:

The definition is presented to respondents at S11 and S12.

A trip with at least 3 same-gender travelers -all guys or all girls.

5


Girl & Guy Getaway Travel Audience

Base: Screener, 45+Travelers (n=8,163)S11: Which of the following types of trips have you taken in the past two years, from July 2013 through July 2015?S12: Please indicate all the different types of trips you anticipate taking next year, August 2015 through August 2016?

45+ Traveler(n=8,163)

Girl/Guy Trip

11%

Girl/Guy TripTraveler

11%

• Among the 45+ travel audience, a Girls or Guys Getaway is popular with a nichemarket. Women are more likely to embark on such a trip than are men.

Non-Girl/Guy Trip Traveler85%

6

Girl/Guy Trip Dreamer4%

Net Opportunity

8% 4%+ = 12%

Male

8% 14%

Female Male

2% 7%

Female

Likely In Next Year76%

Likely In Next Year100%


Traveler vs. Non-Traveler

7

• Looking at the demographics thatcan be compared across Girls/GuysGetaway Travelers and those whohave not taken such a trip in the pasttwo years, some interestingdifferences surface;

– As noted, women are more likely thanmen to take such trips.

– GenXers are more likely than BabyBoomers to make time for a getaway.

– Those 70+ are the least likely to embarkon such trips.

Traveler Non-Traveler

Base 920 7243

Gender

Male 36% 52% *

Female 64% * 48%

Age

45-50 24% * 19%

51-59 31% 30%

60-69 34% 34%

70+ 11% 17% *

Ethnicity

Caucasian/Other 66% * 59%

African American 15% 14%

Hispanic 12% 11%

Asian 7% 16% *

Region

Northeast 19% 18%

Midwest 23% * 18%

South 29% 32%

West 29% 32%

Marital Status

Single/Never married 11%

Married/Living together 67%

Separated/Divorced 14%

Widowed 8%

Kids in Household

% yes 17%

Employment

Full-time employee 43%

Full-time self employeed 5%

Part-time employee 8%

Retired 40%

Other 4%

Income

Under $75K 29%

$75K+ 71%* Indicates a significant difference at 95% between segments


Traveler Profile – By Gender

8

• There are some demographicdifferences among those whotook a Girls or Guys trip in thepast two years, most notably:

– Female travelers are more likelythan male travelers to be AfricanAmerican.

– Male travelers are more likely thanfemale travelers to be Caucasian.

– Male travelers are more likely to bemarried, while female travelers aremore likely to beseparated/divorced or widowed.

MaleTraveler

FemaleTraveler

Base 452 486

Age

45-50 24% 21%

51-59 26% 32%

60-69 28% 25%

70+ 22% 22%

Ethnicity

Caucasian/Other 82% * 73%

African American 5% 14% *

Hispanic 9% 10%

Asian 4% 3%

Region

Northeast 18% 19%

Midwest 24% 22%

South 33% 37%

West 25% 22%

Marital Status

Single/Never married 11% 11%

Married/Living together 78% * 57%

Separated/Divorced 8% 20% *

Widowed 3% 12% *

Kids in Household

% yes 20% 15%

Employment

Full-time employee 45% 41%

Full-time self employeed 7% * 3%

Part-time employee 5% 10% *

Retired 41% 39%

Other 2% 7% *

Income

Under $75K 22% 35% *

$75K+ 78% * 65%* Indicates a significant difference at 95% between segments


Frequency of Girls/Guys Getaways

• Among those who took a Girls/Guys trip in the past two years, it appears to be a fairly routineexperience. Approximately 80% claim such trips are taken at least once a year.

Base: Total Travelers (n=938)Q1b: How frequently do you take a Girls/Guys Getaway?

9

How Often a Girls/Guys Getaway is Taken

35%

44%

7% 7%

0%

4% 3%

0%

20%

40%

A few times ayear

Once a year Every otheryear

Every fewyears (3-4)

About every 5years

Verysporadically

I've only takenone so far


TRAVELERS:THE SET-UP

10


When They Go

• Although there is some bias in this data based on when we surveyed respondents, it doesappear Spring, Summer, and Fall are far more popular than the holiday or winter months for aGirls or Guys Getaway.

Base: Total Travelers (n=938)Q3: When was your most recent Guys/Girls Getaway?

11

When Last Guys/Girls Getaway Was Taken

9%11%

18%

3%6%

31%

22%

0%

20%

40%

Prior toSummer

2014

Summer2014

Fall 2014 Holidays2014

Winter 2015 Spring 2015 Summer2015


Who Men Go With

12

13%

9%

11%

11%

22%

22%

54%

0% 20% 40% 60%

Other

Neighbors/NeighborhoodDads

College buddies

High School buddies

Work buddies

Family (male members)

Life-long friends

Guy Getaways

• Men are most likely to take a getaway with life-long friends and travel with significantly morepeople than do women (7 vs. 5, respectively).

Q5a/5b: Who specifically accompanied you on your most recent Guys/Girls Getaway?Q4: Including yourself, how many people went on this most recent Guys/Girls Getaway?

Average # of

Travelers: 7 *

Base: Male Travelers (n=452)

• Married men are more likelythan single men to travelwith other male familymembers, indicating theymay be traveling with maleson the wife’s side (17% cite“Other” beyond Father orBrother(s)).

• Gen X males (21%) aremore likely than BabyBoomers (8%) to travel withCollege Buddies.


Who Women Go With

13

• Women are also likely to travel with life-long friends but almost equally as likely to travel withfemale family members.

Q5a/5b: Who specifically accompanied you on your most recent Guys/Girls Getaway?Q4: Including yourself, how many people went on this most recent Guys/Girls Getaway?

12%

5%

8%

9%

17%

35%

47%

0% 20% 40% 60%

Other

Neighbors/Neighborhood Moms

High School friends

College friends

Work friends

Family (female members)

Life-long friends

Girl Getaways

Base: Female Travelers (n=486)

Average # of

Travelers: 5• Women’s travel companionsdo not vary based on theirmarital status as do men’s.

• They do slightly by agethough. Gen X females(16%) are more likely thanBaby Boomers (6%) to travelwith High School Friends.


Trip Inspiration

• A sport is twice as likely to inspire a Guys trip compared to the opportunity to justget together or fulfill an annual tradition.

• A Girls trip is all about getting away together with the location being a big draw forthe trip.

14

Base: Total Travelers Coded (n=938)Q6c: What, if anything, was the inspiration for this most recent getaway?

36%

15% 15%

8% 7%5% 4% 3%3%

26%

11%

20%

10%

4% 4%

8%

0%

20%

40%

Sports (i.e. Golf,hunting, etc)

Just to get away/get together/ have

fun

It's a tradition/reunion

Specific location Friends Seasonal/weather Girls-only /Guys-only

Birthday

Guys (n=452) Girls (n=486)

*

*

*

*

Inspiration for Getaway


TRAVELERS:THE PLANNING

15


Who Planned & How

16

• There is no trend on who plans Girls and Guys Getaways, it really depends on the group and does not varyby gender or age.

– That said, there is a slight skew toward “I did” among Hispanics and Asians as compared to Caucasians or AfricanAmericans.

• Independent hotel, airline or car sites appear to be slightly more popular than travel aggregator sites.GenXers (93%) are more likely than Baby Boomers (81%) to use online tools in general.

The Planner Online Planning Tools

1%1%

29%

32%

37%

Base: Total Travelers (n=938)Q7a: Who did the majority of planning for your most recent Guys/Girls Getaway?

Base: I/Group Planned Trip (n=651)Q8: What specific online tools or sites did you use to help you plan your trip?

16%

13%

30%

31%

36%

59%

0% 20% 40% 60%

None

Other

Review sites

Travel info sites withpictures/ideas

Travel booking sites

Hotel/airline/car sites


51% 20% 12% 12% 5%

One person via online/phone Responsible for own One person via agent A few people Other

Making Reservations

• Although the planning of the trip may take many paths, the actual reservationstypically land on one person.

– Interestingly, GenXers are more likely to utilize a travel agent than are Baby Boomers(17% vs. 11%, respectively).

– There are no differences in how the primary reservations are made by gender.

The Big Things - Hotel and Flight Reservations

Base: Total Travelers (n=938)Q17a: As far as making reservations for the big things, such as hotel and flight, how was that handled?


Paying for the Trip

18

• The vast majority of travelers areaware of how expenses will behandled prior to the getaway.

• Approximately 8 out of 10 pay theirown way on the big things likeflights and accommodations.

• Women (12%) are more likely thanmen (8%) to have one person treateveryone to accommodations,which is likely due to more womenthan men choosing a friend orfamily’s home for the getaway.

Paying for the Big Things

Base: Total Travelers (n=938)Q17b: Did the group decide beforehand how the trip expenses would be handled?Q17c: How were the big expenses like hotel and flight handled?

6%

2%

2%

6%

10%

79%

0% 20% 40% 60% 80% 100%

Other

Few people treatedtransportation

Few people treatedaccommodations

One person treatedtransportation

One person treatedaccommodations

Each paid own

Decided before triphow to handle

expenses…91%


Entertainment Expenses

52% 19% 4% 12% 13%

Paid for Own One Bill Divided One person Treated Took Turns Other

• For the most part (71%), everyone paid for their own entertainment expenses.

– Men are slightly more likely than women to take turns picking up the bill.

– There is indication that women ages 50-59 are more likely than women of other ages tostep up and treat the group by paying for the entertainment expenses; again, this may bedue to a higher percent of women taking a girls trip at a family/friends house as compared to men.

The Little Things - Entertainment

Base: Total Travelers (n=938)Q17d: And in regards to expenses while on the trip, how were entertainment expenses paid for?


Cost of Trip

20

Comparison to Trip with Family/Significant Other

9% 57% 34%

More than trip withfamily/significant

other

Same as trip withfamily/significant

other

Less than trip withfamily/significant

other

Base: Total Travelers (n=938)Q18a: Approximately how much did you personally spend on your mostrecent getaway?

AveragePersonalSpend

$1,088

Base: Total Travelers (n=938)Q18b: Was the cost of this trip less, about the same, or more than what you typically spend on a trip with your familyand/or significant other?

Average Spend

• Girls & Guys Getawaysappear to cost travelers~$1,000, regardless ofgender.

• GenXers ($1,300) spendslightly more than BabyBoomers ($1,000), onaverage.

• A gender-specific getaway will cost the same, ifnot less than, a vacation with the family orsignificant other.


TRAVELERS:THE TRIP

21


Type of Trip - Travelers

22

33%

20%

33%

8%

13%

6%3%

7%

23% 23%

3% 2%

26%

15%

5%

11%

0%

20%

40%

60%

Annual Trip tosame

destination

Annual Trip tonew destination

Sportsparticipation

focused

Sports fanfocused

Spontaneous Celebration Cultural event Other

Guys Trip (n=452) Girls Trip (n=486)

Description of Most Recent Getaway

• A Guys trip is either an annual trip or a Sport participation-focused trip. A Girls trip is either an annual trip or aspontaneous trip.

• Among those taking annual trips, Caucasians favor the same destination whereas African Americans favor anew destination. GenXers are also more likely they Baby Boomers to try a new destination.

• African Americans (primarily women) and GenXers are more likely than their counter-parts to use such a trip tocelebrate a birthday.

* *

*

*

*

Base: Total Travelers (n=938)Q6a: Which of the following best describes your most recent Guys/Girls Getaway?Q6b: Which of the following were you celebrating on your most recent getaway? (n=100)

* Indicates a significant difference at 95% between segments

Annual Trip; 49% Sports Trip; 22%


Where They Go

• Although the vast majority travel domestically for Girls/Guys Getaways, women (15%)

are more likely than men (10%) to take their trip abroad.

23

Getaway Destinations

Florida (14%)

Nevada (10%)

California (10%)

Base: Total Travelers (n=938)Q9: Did the majority of travelers travel internationally or domestically for this trip?Q12b: Where specifically was your final destination?

Caribbean/Tropical (18%)

Mexico (10%)

Italy (10%)

88% 12%

Domestic International

Top DomesticDestinations

Top Internat’lDestinations


6%

44%

50%

Distance & Transportation

24

74%71%

3%

26%

19%

7%

0%

20%

40%

60%

80%

100%

Out of state(NET)

100+ milesfrom home

<100 milesfrom home

In state(NET)

100+ milesfrom home

<100 milesfrom home

Distance from Home

• Three-fourths of all travelers “get out of town” for a girl/guys trip. This is specificallytrue for African Americans (87% out of state).

• The mode of transportation varies by destination; the closer to home, the more likelythey are to drive a car.

Base: Total Travelers (n=938)Q11: Approximately how far away from home were you?Q12: What was the primary mode of transportation the majority of travelers used to get to your final destination?

Mode of Transportation

Other


Type of Location

25

Locations Categorized

• Although a City is the top destination for both men and women, women (24%) are more likely thanmen (13%) to select a beach destination, whereas men (11%) are more likely than women (6%) tochoose the mountains.

Base: Total Travelers (n=938)Q12a: What type of location was your final destination on your most recent Guys/Girls Getaway?

City: 52% Beach: 19%

Mountains: 9% On Water: 7% Park: 3%

Other: 10%


8%

2%

3%

4%

11%

14%

15%

48%

0% 20% 40%

Other

B&B

Camp site

Cruise ship cabin

Vacation rental home

Friend/family home

Resort

Hotel

Where They Stay & Trip Duration

26

• Hotels are sought out most often for Girlsand Guys Getaways.

– Women are more likely than men to stay at afriend’s house (17% vs 11%), whereas men aremore likely than women to camp (6% vs. <1%).

Accommodations

Base: Total Travelers (n=938)Q16: Which of the following best describes the type of accommodations you stayed at onthis trip?

36%

40%

12%

12%

Length of Trip

Base: Total Travelers (n=938)Q13: Approximately, how long was your most recent getaway?

• The majority will take a trip that is less thana week in length.

– Women (14%) are more likely than men (9%) togetaway for more than a week, primarily driven byolder women (70+).


What The Trip Is All About

27

24%

32%

8%5%

11%7%

2%0%

2%

10%

51%

3%

17%

11%

3% 4%2% 3%

0%

6%

0%

20%

40%

60%

Just beingtogether

Sports &exercise

Relaxing Sightseeing Eating &drinking

The event Going out Shopping Highadrenalineactivities

Other


Main Focus Of The Trip

• The main focus of the trip varies by gender.– Women say it is about “being together” and relaxing.

– Men say the focus is on the sport they came to play with some “being together” mentioned along witheating and drinking.

*

*

*

*

*

Base: Total Travelers (n=938)Q19c: Which of the following would you say was the main focus of your most recent getaway?Q19d: Which specific sport was the main focus of your most recent getaway? Travelers Whose Main Focus was Sports/Exercise (n=157)

* *

*


The Sportof Choice?

63% Golf


Activities – Entire Group

28

• What the group does together appears to depend on the group and the focus of thetrip. That said, the entire group is most likely to eat together.

• Women appear to take part in group activities more so than men.

Activities Engaged By The Group

85%

34% 31%

14%

26%

11%

37%

23% 21%

2%6% 7%

3%

93%

58% 59%66%

26%

38%

5%

16%

4%

15%

2%8%

1%0%

20%

40%

60%

80%

100%

Eating &drinking

Relaxing bypool /beach

Sightseeing Shopping Cards,games

Theater/Art/

Culture

Sports Outdoor/Nature

activities

Sportingevent

Spaservices

Highadrenalineactivities

Other None


Base: Total Travelers (n=938)Q19: What types of activities did your most recent getaway include and who participated in each activity?

*

* **

* *

**

*

*



Activities – Some Individuals

29

• Gender-specific getaways seem to encompass a little bit of everything, with manydifferent activities engaged in by at least some individuals on the trip.

• Interestingly, approximately one-third of travelers seem to indicate that the entiregroup stayed together the whole time, with no individuals breaking off to do theirown thing.

24%

19% 19%16% 17% 16%

9%

15%

7% 6% 7%3%

38%39%

29%27%

25%

19%16%

19%

9%

14%

7%

3%5%

30%

0%

20%

40%

Shopping Relaxing bypool /beach

Eating &drinking

Sightseeing Outdoor/Nature

activities

Cards,games

Spaservices

Sports Theater/Art/

Culture

Highadrenalineactivities

Sportingevent

Other None


Base: Total Travelers (n=938)Q19: What types of activities did your most recent getaway include and who participated in each activity?

**

**

*

*

**

*


Activities Engaged By Some Individuals


Socializing with New People

30

• While a little over half of travelers on a Girls and Guys Getaway meet new people, only4% of those spend romantic time with any of them.

Base: Total Travelers (n=938)Q19a: Did you meet new people while on your most recent getaway?Q19b: Did you spend any romantic time with any of the new people you met? Base: Met new people (n=500)

Met New People

47%

53%

4%Spent romantic

time withsomeone they

met Yes

No


3%

13%

29%

39%

54%

71%

0% 20% 40% 60% 80%

Other

Time away fromsignificant other

Rekindlefriendships

A break from dailyroutine

Bonding

Relaxation & fun

Trip Benefits

31

• Girls and Guys Getaways are about relaxing and having fun!

• Time to bond with friends is also a big benefit.

• GenXers are more likely than Baby Boomers to see it as a break from the daily routine(kids, work, etc.).

Benefits of a Getaway

Base: Total Travelers (n=938)Q22a: Looking back at this type of trip, what are key benefits of your most recent Guys/Girls Getaway?


The Best Part – In Their Own Words

32

Base: Total Travelers (n=938)Q2: What is the best part of a Guys/Girls Getaway?

“Relaxing withfriends, without

husband or kids.”

“Spending time withold friends that I

don't get to see veryoften.”

“We just get todo girly things

and have just girltalk.”

“Time just for me torecharge and

connect in a femaleonly environment.”

“No Husbands to hold usback. All the girls in the

group feel includedwhether married or not.”

“Leaving familyresponsibilities

behind.”

“I go with my 3 sisters. Wehave done this for 26 years.

We eat, drink, shop and laugh.We make memories.”“Fishing and tell

"fish" storieslater.”

“Golf, greatwine meals

and noconstraints.”

“No wives, lotsof cigars and

booze.”

“Engage in various sportsactivities and able to relaxwith fun times, stories and

food.”

“Total relaxation.Doing & going where

I want and when Iwant.”

“Having a greattime with yourfriends awayfrom home.”

“Spending timewith old friends

who now liveapart.”

What the Guys Say… What the Girls Say…

• The best parts of a Girls and Guys Getaway can be summarized in the following themes:– Quality time with friends/reconnecting/bonding

– Relaxation

– Fun/laughter

– Telling stories/girl-talk/guy-talk

– Time away from spouse/family/work

– Freedom from responsibilities

– Activities (i.e. golf, shopping, fishing, eating out, drinking, spa)


Satisfaction & Future Trips

• These types of trips are seen as very satisfying with at least 8 out of 10 verylikely to take another one the next 12 months.

1%11%

88%

Satisfaction with MostRecent Getaway

Base: Total Travelers (n=938)Q23a: When it was all said and done, how satisfied or dissatisfied were you with your most recent getaway?Q23b: How likely or unlikely would you be to plan another Guys/Girls Getaway in the next 12 months?

Very satisfied

Somewhat satisfied

Bottom 3 box

5%

13%

82%

Likelihood to Take AnotherGetaway in 12 months

Very likely

Somewhat likely

Bottom 3 box


Why Likely To Go Again

34

• Reasons for going again are primarily sparked by those who make it a tradition orthose who look forward to having that much fun again.

Base: Very/somewhat likely to take another getaway in next 12 months (n=885)Q23c: Why are you [Q23b response] to plan another Guys/Girls Getaway in the next 12 months?

28%27%

16%

11%10%

4%

0%

20%

40%

Tradition Fun Will plan/ already planned To get away Love/need to An event

“We get togetherevery year to stay

connected.”

“Had so much funand really enjoy

each otherscompany.”

“We already have oneplanned to the WaldorfAstoria in Key West in

October 2015.”“A chance to getaway and spend

time togetherwithout dailydistractions.”

“LOVE it and itkeeps me sane.”

“Becausethere are

otherplaces wewant to go

to playgolf.”


TRAVELERS:SHARING THE TRIP

35


Correspondence with Significant Other

36

• Less the 10% NEVER check in with their significant other. Among those who do, theycontact them approximately 4 times and share most of the trip details.

Base: Travelers Married or In Relationship (n=726)Q20: How often did you check in with your significant other while away on your most recent getaway?Q21a: How transparent were you with sharing trip stories with your significant other?Q21b: What types of things didyou choose not to share with your significant other?

Average# of

Times:4

Check-Ins withSignificant Other

2%

9%

31%

58%

Transparency withSignificant Other

Shared everything Shared a lot Shared a few things Did not share anything

What is Not Shared withSignificant Other

“Socializingwith theopposite

sex.”

“The stupidstuff we did.”

“Bar stories.”

“The amountof drinking.”

“Conversationswith handsome

men.”

“Details thatwould bore

him.”

“How muchmoney we spent

shopping.”

“Girl talk andactivities.”

What Guys Say… What Girls Say…


Comparing to Trip with Significant Other

37

• For men the biggest difference is in the activities they choose to partake in.– Of those who choose different activities, 40% of males claim them to be more adventurous.

• For women, there is more bonding and possibly more fun.– Of those who choose different activities, they tend to be either more-low key or more scheduled than when with their spouse.

Base: Travelers Married or In Relationship (n=726)Q22b: In what ways did your Guys/Girls Getaway differ from a trip you might take with your significant other?Q22c: How do the activities you partake in on a Guys/Girls Getaway differ from those you do when on a trip with your significant other? Base: Participate in Activities (n=392)

8%

24%

32%

27%

42%

42%

7%

22%

23%

29%

20%

64%

0% 20% 40% 60% 80%

Other

Less stressful

More fun

Less compromise

More bonding

Participate in activities don't normally do


*

*

*


How A Getaway Differs from a Trip withSignificant Other

Difference in Activities


Type of Trip Preferred

38

• The majority do not have a preference between a trip with their significant other versus agetaway with Girls/Guys.

– That said, men (22%) are more likely than women (15%) to suggest they prefer a trip with theirsignificant other.

Base: Travelers Married or In Relationship (n=726)Q24: Generally speaking, when thinking about a Guys/Girls Getaway trip compared to a trip with just you and your significant other, which do you prefer?

Trip Type Preference

11%

19%

70%

Prefer Girls/Guys Getaway Prefer trip with significant other

No preference


DREAMERS

39


Commitment to Travel

40

Q31: How far along are you in planning this trip?

• Majority of Dreamers are just getting started with their plans.

10% HalfwayThrough

21% CompletelyPlanned

69% JustGettingStarted

Base: Total Dreamers (n=289)


Type of Trip

41

27%

17%

10%7%

10%

17%

9%11%

50%

6%

13%

17%

6%3% 2%

9%

0%

20%

40%

60%

Spontaneous Annual Trip tosame

destination

Annual Trip tonew destination

Celebration Cultural event Sportsparticipation

focused

Sports fanfocused

Other


Description of Upcoming Getaway

• Women planning an upcoming Girls Getaway are significantly more likely thanmen to indicate the trip is spontaneous.

*

* *

*

Base: Dreamers Planning Trip (n=195)Q36a: Which of the following best describes your upcoming Guys/Girls Getaway?



Type of Location

42

Locations Categorized

• The type of location chosen for the upcoming trip mirrors that of recentGetaways, with the majority planning on taking the group to a City.

Base: Dreamers with Destination Chosen (n=155)Q42a: What type of location is your final destination for your upcoming Guys/Girls Getaway?

City: 51% Beach: 17%

Mountains: 10%On Water: 11% Park: 3%

Other: 8%


What The Trip Is All About

43

33%

18%16%

9% 8% 7%

1% 1% 1%

7%

0%

20%

40%

Just beingtogether

Sightseeing Relaxing The event Sports &exercise

Eating &drinking

Shopping Going out Highadrenelineactivities

Other

Main Focus of the Getaway

• While in the planning stages of a Girls/Guys Getaway, the focus is primarily onjust finding time to all be together. Sightseeing and relaxing come in a distantsecond.

Base: Dreamers with Destination Chosen (n=155)Q49c: Which of the following is the main focus of your upcoming Guys/Girls Getaway?


Inspiration for Trip

44

• Much like Travelers, Dreamers inspiration for taking a Girls/Guys Getaway isprimarily about making the time to get together and have fun.

• A specific location or sporting opportunity can drive some trips.

Base: Dreamers Planning Trip Coded (n=195)Q36c: What, if anything, was the inspiration for this upcoming getaway?

30%

15% 15%

7% 7% 7%6% 6%

3%

6%

0%

20%

40%

Just to get away/get together/

have fun

Friends Specific location Family Sports (i.e. golf,hunting, etc)

It's atradition/reunion

Girls-only/ Guys-only

Birthdaycelebration

Relax Nothing


Planning Resources

45

• Among those planning an upcoming Getaway, practically all of them (91%) are engagingonline resources. Independent travel sites as well as aggregator and review sites arebeing referenced equally.

– GenXers are more likely to use Travel Booking and Review sites than are Baby Boomers.

Online Planning Tools

Base: I/Group Planning Trip (n=148)Q38: What specific online tools or sites are you using to help you plan your trip?

9%

10%

52%

53%

54%

59%

0% 20% 40% 60%

None

Other

Review sites

Travel info sites with pictures/ideas

Travel booking sites

Hotel/airline/car sites


Paying for the Trip

46

• Prior to taking a Girls/Guys trip, everyone expects to be paying for their own airfareand accommodations.

Paying for the Big Things

7%

2%

3%

9%

87%

0% 20% 40% 60% 80% 100%

Few people will treattransportation

Few people will treataccommodations

One person will treattransportation

One person will treataccommodations

Each will pay for themselves

Base: Decided How Expenses Will Be Handled (n=128)Q47b: Has the group decided how the trip expenses will be handled?Q47c: How will the big expenses, like hotel and flight, be handled?

Have decided how tohandle expenses…

82%


BARRIERS & OPPORTUNITIES

47


Barriers to Planning

48

• Finding a date that works for everyone is the biggest barrier to making a Girls/GuysGetaway a reality.

– GenXers appear to have to deal with competing priorities, costs, and vacation time whereas BabyBoomers have to deal with health issues.

Why No Trip Planned

24%

9%

11%

11%

11%

13%

15%

28%

29%

0% 20% 40% 60%

Nothing specific

Overwhelming to coordinate

Health issues

Limited vacation time

Agreement on destination

Not a priority

Costs

Agreement on date

Timing not right

Base: Total Respondents (n=1227)Q50: In the past, what, if anything, has stopped you from taking a Guys/Girls Getaway? (Travelers/Dreamers Planning)Q51: What has stopped you from making the idea of a Guys/Girls Getaway a reality? (Dreamers not planning)

28%

11%

12%

14%

15%

16%

16%

29%

42%

0% 20% 40% 60%

Nothing specific

Limited vacation time

Health issues

Not a priority

Overwhelming to coordinate

Costs

Timing not right

Agreement on destination

Agreement on date

Travelers/Dreamers Planning(n=1134)

Dreamers Not Planned Yet(n=93)


Making Planning Easier

49

• It appears different assistance is needed by different people, with almost one in fiveclaiming there is nothing that would make planning such a trip easier.

Ways to Ease the Burden of Planning

Base: Total Respondents Coded (n=1227)Q52: What would make planning a Guys/Girls Getaway easier?

19%

15% 15%

11%

19%

0%

10%

20%

30%

Ease of scheduling/ time Money/budget Easier to plan/ resources People coordination Nothing

“Easily picking adate that works for

everyone.”

“Better rates forsmaller groups.”

“One place to bookall events, hotel,golf, night club,

dinner.”

“Using a ‘Go ToMeeting’ type

website where wecould communicateplans and talk at the

same time.”

“Not much. Wehave a routine

after 15 years.”


What Encourages Planning

50

• Assistance in finding good and/or inexpensive destinations for groups are found to besomewhat encouraging, as are sales or promotions.

– Women and GenXers are more swayed by these tactics than are Men or Baby Boomers.

Resources to Encourage Planning a Getaway

Base: Total Respondents (n=1227)Q53: Which of the following would encourage you to plan a Guys/Girls Getaway?

36%34% 34%

29%

23%

17%

12%

2%

22%

0%

20%

40%

Knowledge ofinexpensive

groupdestinations

Sales orpromotions

Knowledge ofgood groupdestinations

Website forthis type of

trip

Coordinationtool

Someone todo planning

Information onimportance of

trip

Other None


APPENDIX

51


Methodology

• A 12-minute online survey was conducted amongmales and females, 45-plus, who have taken atleast one Guys/Girls Getaway in the past 2 yearsor plan to take a Guys/Girls Getaway in the nextyear.

– A Guys/Girls Getaway is defined as a trip with 3 or moresame-gender travelers.

• The survey was in field from July 31 - August 13,2015.

• A total on n=1,227 surveys were completed; finalcounts are detailed in the table to the right.

• Final data has been weighted to U.S. Census foranalysis. See next slide for details.

52

MembersNon-

Members

Base 542 685

Gender

Male 232 331

Female 310 354

Age

45-50 30 261

51-59 132 240

60-69 192 108

70+ 188 75

Ethnicity

Caucasian/Other 425 505

African American 54 75

Hispanic 49 69

Asian 14 36

Region

Northeast 103 119

Midwest 114 157

South 193 254

West 133 155


Weights

• The following weights wereapplied to bring the final data inline with the U.S. Census forAmericans 45+ in age.

53


Traveler Snapshot – By Generation

54

GenX TravelerBaby Boomer

Traveler

Base 212 726

Frequency of Travel

Past 2 Year Average 3 3

Length of Trip

Average # of Days 5 6

Quantity of Travelers

Average # of Travelers 6 6

Type of Travel

International 13% 12%

Domestic 87% 88%

Location

City 54% 52%

Beach 25% * 17%

Mountains 6% 9%

On the water 7% 7%

Park 3% 3%

Other 5% 12% *

Main Focus

Being together 40% 37%

Sports/Exercise 15% 17%

Relaxing 14% 12%

Sightseeing 8% 8%

Eating/Drinking 8% 7%

An event 6% 6%

Going out 3% 1%

Shopping 1% 2%

High adrenaline activities 1% 1%

Other 4% 9% *

Satisfaction

T2B - Somewhat/Very Satisfied 99% 98%

• Looking at the Girls/Guys Trip travelbehaviors by generation, there arelittle to no differences.



Traveler Snapshot – By Gender

55

Male Traveler Female Traveler

Base 452 486

Frequency of Travel

Past 2 Year Average 3 3

Length of Trip

Average # of Days 5 6 *

Quantity of Travelers

Average # of Travelers 7 * 5

Type of Travel

International 9% 15% *

Domestic 91% * 85%

Location

City 54% 51%

Beach 13% 24% *

Mountains 11% * 6%

On the water 6% 8%

Park 4% 2%

Other 12% 9%

Main Focus

Being together 24% 51% *

Sports/Exercise 31% * 3%

Relaxing 8% 17% *

Sightseeing 5% 11% *

Eating/Drinking 11% * 3%

An event 7% 4%

Going out 2% 2%

Shopping 0% 3% *

High adrenaline activities 2% * 0%

Other 10% 6%

Satisfaction

T2B - Somewhat/Very Satisfied 99% 98%


• Looking at the Girls/Guys Trip travelbehaviors by gender, a few keydifferences exist.

– Women will travel with less people butwill go on a longer trip than men.

– Women are more likely than men totravel internationally.

– Women prefer the beach over theMountains whereas men like themequally.

– For women, a Girls trip is about beingtogether first and foremost. For men, itis about a Sport with the opportunity tobe together coming in second.

– Both genders find such trips equallysatisfying.


Research Team

56

This research was designed and executed by 50+ Research:

and

In partnership with:

AARP Research Center, 50+ Research

Vicki Gelfeld, Research Advisor [email protected]

Patty David, Sr Research Advisor/Team Lead [email protected]

AARP Research | aarp.org/research | Copyright 2014 AARP, All Rights Reserved 57

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Documents

Travel Research: Girls & Guys Getaways · Getaway Travelers and those who have not taken such a trip in the past two years, some interesting differences surface; – As noted, women