New Study Reveals Popularity of U.S. Cultural and Heritage Travel

As we started down the path of creating an online community devoted to cultural and heritage travel, we sliced and diced all of the research we could gather from a variety of sources. It didn't take long to realize there was great potential in reaching out to this underserved niche.

We all know the economy has changed dramatically in the past year, so we wanted to commission new consumer research targeting the U.S. cultural and heritage traveler. We were pleased to learn that the desire to participate in cultural and heritage travel remains strong and lucrative.

One of the most satisfying statistics reveals that the number one driver for future cultural and heritage travel is the desire to seek authentic experiences. One survey respondent said, “I seek travel experiences where the destination, its buildings and surroundings have retained their historical character.”

Listed below are a few of the survey highlights. More information about the survey can be found in the press release.

• 78% of U.S. leisure travelers (118 million adults) participate in cultural and/or heritage activities when traveling.

• Fully 40% of all leisure travelers in the U.S. alone can be classified as those who actively engage in cultural and heritage travel.

• 24% of U.S. leisure travelers (36 million) will take a cultural/heritage trip within the next 12 months.

• Cultural/heritage travelers took an average of 5 trips in the past year compared with slightly less than 4 trips for non-cultural/heritage travelers.

• These travelers spend more money on cultural/historic trips ($994 on average) than is spent on the average U.S. trip ($611). Half of these expenditures are spent on activities, dining and shopping.

• Two-thirds of cultural/heritage travelers visited historic sites.

• More than half visited museums/galleries.

• 58% want their travel to be educational and make an effort to explore and learn about the local arts, culture, environment and history.

• 45% spend more money on cultural/heritage activities than on other activities while on a trip.

• 37% would pay more for lodging that reflects the cultural/heritage destination they visit.

• 57% of these travelers use websites as their travel information source.

• Cultural and heritage travelers are active online; 67% use Google and 42% use Facebook.

The Cultural and Heritage Traveler Research was sponsored by Heritage Travel, Inc., commissioned by the U.S. Cultural & Heritage Tourism Marketing Council in conjunction with the U.S. Department of Commerce and conducted by Mandela Research.

I look forward to reading about your cultural and heritage travel experiences on Gozaic.

Regards,

John I. Williams, Jr.
President & CEO
Heritage Travel, Inc.


Photo Credit: Downtown Harpers Ferry, West Virginia by Carol M. Highsmith