US Traveler Sentiment Index Rose in February

---

(ORLANDO, FL) -- Seems like the bad news just keeps coming from both within and outside the industry.  As such, we were delighted to see, and are now pleased to share, some welcomed good news: the U.S. Traveler Sentiment Index™ is now rising, the first increase we have observed since January of 2008.

The Traveler Sentiment Index™ is measured in our quarterly travelhorizons™ survey, a nationally-representative survey we have co-authored with the U.S. Travel Association (formerly the Travel Industry Association) since early 2007. The survey is the only national survey that tracks the near-term travel intentions of Americans viewed through the lens of emerging economic, social and political developments.  The most recent survey flight was conducted the week of February 7, 2009 with a national sample of 2,270 U.S. adults.

The Traveler Sentiment Index™ is a derivative of six variables:  interest in travel, availability of time to travel, availability of money to travel, perceived affordability of travel, quality of travel services and safety. 

All six measures increased from the levels observed in October 2008 (the last survey flight).   And four measures displayed double-digit increases:  interest in travel (+10.3%), availability of time to travel (+12%), quality of travel services (+14.1%) and perceived affordability of travel (+97.2%).   The result was a 15.3 percent increase in the overall Index from the level recorded in October 2008, although the February 2009 index remains 3 percent below the level recorded in February 2008.  The trend line we have observed since early 2007 is revealed below:


The significant spike in the perceived affordability of travel appears to be a direct result of many travel suppliers' recent efforts to stimulate short-term demand through the aggressive promotion of discounted fares and rates. Promotional pricing and related incentives are now offered by suppliers representing practically every segment of the travel industry including airlines, cruise lines, hotel companies, attractions, restaurants and rental car companies, some of which are featuring up to 50 percent off fares and rates they were quoting just 6 months ago.

---