Despite Economic Troubles – many U.S. adults are taking a Summer Vacation.

Is the economy also taking its toll our vacations? According to a Harris Poll of 2,454 U.S. adults and 1,009 Canadian adults conducted online between June 9 and 16, 2008 by Harris Interactive:

* Half of Americans (50%) say they have taken or are planning to take a vacation this summer. This number is down from the past two years when 54 percent said they had taken or were planning to take a vacation;

* Among Americans who are taking a vacation, almost one-quarter (22%) say they are spending less then last year, one-third (33%) are spending more and 37 percent say they are spending the same amount. Last year, 17 percent said they were spending less;

* Just over one-quarter (27%) of Americans say they plan on spending between $1 and $500 and the same number say they plan on spending between $501 and $1000 on their vacation. One in five (20%) will spend between $1,001 and $2,000 while almost the same number (19%) will spend between $2,001 and $5,000 and 6 percent will spend over $5,001 on their vacation;

* Family and friends remain the top destination for U.S. adults this summer (49%) followed by a beach vacation (33%) and then a scenic trip or visiting a place of great beauty (29%); and,

* In Canada, just over half of adults (54%) say they have taken/are planning to take a vacation this year;

* Among Canadians who are taking a vacation, one-quarter (24%) say they are spending less this year, 44 percent are spending about the same and one-third (33%) are spending less;

* Half of Canadians who are taking a vacation are visiting friends and family (48%), almost three in ten (28%) are taking a scenic trip while almost three-quarters are going to the beach (23%) or taking an active vacation (23%).

In the U.S., there are also some regional, age and income differences on summer travel this year.

* Those in the East are most likely to say they will take or have taken a vacation (54%) while those in the Midwest are the least likely to say the same (47%);

* Over one-quarter (28%) of those with a household income of between $50,000 and $74,999 and 26 percent of those with an income of $75,000 and up say they will be spending less this year than they spent last year on their summer vacations. This suggests that the economy is not hurting just lower income households;

* Echo Boomers (those aged 18-31) are spending the least as two in five (41%) are spending between $1 and $500 this year. Matures (those aged 63 and older) are spending more – one in ten (10%) say they will spend more than $5000; and,

* Echo Boomers are more likely to go on a beach vacation (40%) or visit a theme park (28%), while Gen Xers (those aged 32-43) are more likely to visit a theme park (26%). Baby Boomers (those aged 44-62) are more likely to want to press their luck and visit a casino (20%) while Matures are more likely to do historical sightseeing (32%). So, it seems that age also plays a role on the type of vacation.

So What?

According to Jim Quilty, Vice President of Harris Interactive’s Travel and Tourism practice, “Although vacations are considered by many as a birthright, the recent economic conditions of exorbitant gasoline prices, a declining U.S. dollar, mortgage foreclosures, job losses and reduced airline schedules are giving many consumers reason to pause. The good news is that travelers are still taking vacations this summer; however, the amount spent and duration of those vacations has changed slightly. Our concern for the travel industry is what happens after summer. This Fall, Harris Interactive will release research which will provide our industry with forward-looking insights into consumer travel plans over the next twelve months.”

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