BuzzMG reached out to thousands of Moms from all over the nation to discuss family vacations and vacation planning. To find out what we learned, read our latest report!

1. Mom Study 2014
03.20.14
What Moms Really Think AboutVacation

2. Who was Involved?
Buzz Marketing Group’s Mom Study 2014
is based on qualitative and quantitative
research conducted with more than 700
momSpotters® throughout the United
States during the month of January, 2014.
This report is available for download at
www.buzzmg.com/reports.
Composed based on data
from 1.1.2014 – 1.22.2014
730 Participants
3,000 Panelists
100% Female
Survey fielded online
Ages 21-55
21-30
23%
31-39
26%
40-49
39%
50-55
12%
What Moms Really Think AboutVacation
Mom Study 2014

3. Location
What Moms Really Think AboutVacation
Mom Study 2014
NY
16%
CA
14%
IL
9%
TX
6%
FL
4%
PA
5%
GA
6%
Rest
of
USA
40%

4. Ethnicity
What Moms Really Think AboutVacation
Mom Study 2014
White
68%
Black
16%
Asian
American
4%
Hispanic
8%
Mixed
4%

5. Marital Status
What Moms Really Think AboutVacation
Mom Study 2014
Single
8%
DaOng
2%
In
a
relaOonship
13%
Married
67%
Divorced
10%

6. Education
What Moms Really Think AboutVacation
Mom Study 2014
High
school
diploma
27%
Associates
Degree
23%
Bachelors
Degree
34%
Masters
Degree
14%
Doctorate
2%

7. Employment
What Moms Really Think AboutVacation
Mom Study 2014
Unemployed
4%
Working
part-­‐Ome
16%
Working
full-­‐
Ome
47%
Self-­‐
employed
7%
A
student
2%
A
full-­‐Ome
home
maker
24%

8. Household Income
What Moms Really Think AboutVacation
Mom Study 2014
Less
than
$8,000
$8,000
-­‐
$33,000
$33,000-­‐
$82,000
$82,000
-­‐
$170,000
$170,000
-­‐
$370,000
More
than
$370,000
I
don't
want
to
specify
6%
17%
39%
21%
5%
0%
12%

9. How many vacations does
your family take each year?
What Moms Really Think AboutVacation
Mom Study 2014
Zero
One
Two
Three
Four
Five
More
than
five
10%
34%
31%
16%
6%
1%
2%

10. Which factors influence your
vacation destination the most?
(Select all that apply)
What Moms Really Think AboutVacation
Mom Study 2014
1.
Price
(92%)
2. Dates & Availability (92%)
3. Previous visits to location (87%)
4. Recommendations (80%)
5. Reviews (80%)

11. How far in advance do you
plan your vacations?
What Moms Really Think AboutVacation
Mom Study 2014
Less
than
3
months
3-­‐6
months
6-­‐9
months
9-­‐12
months
Over
a
12
months
27%
42%
17%
10%
5%

12. Which sites do you use to
book your trips?
What Moms Really Think AboutVacation
Mom Study 2014
1.
Expedia
(65%)
2.Travelocity (59%)
3. Priceline (55%)
4. Hotwire (51%)
5. Hotels.com (47%)
6. Kayak (44%)
7. Cheapairfare (22%)
8.Tripmama (7%)

13. Which is your preferred airline?
(Select Three)
What Moms Really Think AboutVacation
Mom Study 2014
1.
Southwest
(39%)
2. Delta (34%)
3.American (28%)
4. United (25%)
5. JetBlue (24%)
6. US Airways (17%)
7.Airtran (8%)
8.Virgin Ameria (8%)

14. How important
are the following
when choosing
an airline?
What Moms Really Think AboutVacation
Mom Study 2014

15. Boarding Practices
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
46%
38%
16%

16. Price Point
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
86%
8%
6%

17. No Change or Cancel Fees
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
68%
23%
9%

18. Loyalty Program
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
45%
34%
21%

19. Flight Route
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
65%
26%
9%

20. Which is your preferred hotel
chain? (Select Three)
What Moms Really Think AboutVacation
Mom Study 2014
1.
Hilton
(50%)
2. Marriott International (46%)
3. Best Western (21%)
4.Wyndham Hotel Group (21%)
5. Starwood Hotels & Resorts (16%)
6. Disney Hotels (12%)
7. Radisson 11%)
8. Ritz-Carlton (11%)

21. How important
are the following
when choosing a
hotel?
What Moms Really Think AboutVacation
Mom Study 2014

22. Location
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
85%
12%
3%

23. Amenities for Kids
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
52%
26%
22%

24. Loyalty Program
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
45%
35%
20%

25. Price Point
What Moms Really Think AboutVacation
Mom Study 2014
Very
Important
Somewhat
Important
Not
Important
82%
14%
4%

26. Which is your preferred rental
car company? (Select Three)
What Moms Really Think AboutVacation
Mom Study 2014
1.
Enterprise
(47%)
2. Hertz (38%)
3. Budget (32%)
4.Avis (25%)
5.Alamo (9%)
6. National (8%)
7.Thrifty (6%)

27. Which reviews do you search
for the most when planning a
vacation? (Select all that apply)
What Moms Really Think AboutVacation
Mom Study 2014
1.
Restaurants
(92%)
2. Hotels (89%)
3. Entertainment (88%)
4.Airlines (64%)
5. Rental Cars (55%)

28. Key Findings
What Moms Really Think AboutVacation
Mom Study 2014
92% of Moms say that price and availability influence their vacation
destination more than anything else
92% of Moms said that they search for restaurant reviews more than
any other type of review when planning a vacation
80% of Moms think that loyalty programs are important when
choosing both airlines and hotels
55% of Moms take at least two vacations each year and 25% take at
least three
42% of Moms plan their vacations three to six months before

29. Buzz Marketing Group
132 Kings Highway
East Suite 202
Haddonfield, NJ 08033
856.433.8579
Fax: 856.520.8581
www.buzzmg.com
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