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Polling and Market Research Since 1984
AHEAD OF THE CURVE
January, 2007
Volume 2, Issue 1

Americans long for longer vacations

Most support new passport requirements

Air travelers sound off on highs and lows of flying

Taking Time Out to Travel

Cross-country RV trip tops vacation list

Go West, young man. Or woman. Or family. Or couple. Or, if you are already West, then go East, South, or North. Just go – and go – and go (but keep an eye peeled for the next gas station).

Why?

Because that’s what Americans really want to do, the latest Zogby Interactive polling for Zogby’s American Consumer newsletter shows.

A vacation is on the agenda for most Americans this year – but if they could only take one vacation in the next five years, most (23%) would hit the road in an RV for a month-long cross–country trip. Respondents were given a variety of vacation choices, ranging from trips to exotic locations to the opportunity to travel to popular U.S. vacation destinations. A week in Paris would be the top pick for 16%, while 14% would choose a week-long cruise in the Caribbean and 11% would set off on a two-week African safari. Just 7% said they would choose a week at Disneyland or Disney World.

This month’s Zogby’s American Consumer newsletter focuses on travel – where Americans plan to go, how they’ll get there and new security measures they may encounter along the way.

Two of three respondents (68%) said they took a vacation trip last year, and slightly more (71%) said they plan to take a vacation this year. Instead of one long get-away, most (69%) said they favor several shorter vacations – but 23% would rather take all of their vacation time at once. The Zogby Interactive survey polled 9,745 likely voters nationwide from January 5-8, 2007, and contains a margin of error of +/- 1.0 percentage points.

Most respondents (59%) said they like to visit somewhere new on their vacation – while one in three (31%) said they prefer to revisit a place they have gone to in the past. But wherever they're going, half said they like to travel to one spot and stay there, while 41% prefer to move around from place to place to take in as much as possible on their trip.

Due to cutbacks of in-flight food service by airlines, 17% say they have gone 8 or more hours without a full meal on a travel day
Just 20% of respondents would be willing to pay more for their ticket to get an in-flight meal.
Pillows (15%) and blankets (14%) top the list of what travelers would not want to do without on an airplane – 11% are most concerned there is alcohol available when they fly.
The vast majority (92%) say they feel safe while flying.

Volume 1, Issue 3 Page 2

Americans long for longer vacations

The average vacation is too short for most, Zogby polling shows. Most (36%) say their typical vacation is 4-6 days – but just as many wish they could stretch it out for 13 days or more. Traveling for a vacation was preferred by most (82%) – only 12% said they would rather just enjoy some time off without leaving home. But nearly three in four (74%) said they have taken a "home" vacation in the past.

Most make vacationing a family affair – 71% said they most often travel with relatives. Even so, most (60%) of respondents with children younger than 17 living at home said they have taken a vacation without the kids – nearly half (47%) send children to stay with a relative while they're away.

As for the pets, most respondents had someone come to their home to look after their pets while they were gone – 21% have a relative come to their home to stay with their pet, while 20% said a friend looks after their pet while they travel. Just 11% have a professional caregiver come and stay with their pet and another 11% sent the pet to stay at a relative's home. But some respondents don't have to worry about finding a place for their pets to stay when they travel – 7% said they always take their pet along.

While most respondents said they've never taken a solo vacation, 42% have opted to go it alone in the past – but most who have vacationed solo (72%) said they prefer company when they travel. Only one in five (20%) of those who have traveled solo in the past said it's their preferred way to go. More men (45%) than women (39%) said they have traveled alone before and are also slightly more likely to prefer it that way – 21% favor solo travel compared with 19% of women.

Saftey First! Most Favor New Passport Requirements for Travelers

Most Americans support new measures set to begin Jan. 23, 2007, requiring air travelers to have a valid passport to enter or re-enter the U.S. and most believe the requirements will make America safer, our polling shows.

The vast majority of respondents (87%) said they are aware of new passport rules starting in January requiring air travelers – including U.S. citizens – to carry a valid passport when re-entering the U.S. by air from countries in the Western Hemisphere, including Canada and Mexico.

Our polling shows broad support for the new requirements – 76% said U.S. citizens should be required to show a valid passport to re-enter the U.S. from Canada and Mexico by air. Republicans are most likely to favor the new requirements – 89% of Republicans support the measure, compared to 77% of independents and 63% of Democrats. Older respondents were also more likely to view the new requirements favorably.

Most (65%) said the new requirements for air travelers will help increase security – the vast majority of Republicans (85%) believe the increased requirements will boost security, but less than half of Democrats (48%) feel the same. Again, older respondents were more likely to believe stricter passport requirements would help increase security – 74% of those older than 65 support the new measures for security reasons. The youngest respondents were most likely (20%) to say they weren’t sure if the stricter passport rules would help increase security.

Border security since the terrorist attacks of Sept. 11, 2001 is a significant issue for the majority of respondents – 78% said they are concerned with border crossings between Canada and the U.S. and 82% are concerned with border security with Mexico.





Volume 1, Issue 3 Page 3

Saftey First! (cont'd)

While still a majority (71%), fewer respondents said they were aware of additional passport requirements planned to be implemented in 2008 for land and sea travelers than those who said they were aware of the January 2007 requirements. Fourteen percent said they are not aware the U.S. State Department plans to also require valid passports for land and sea travelers entering or re-entering the U.S. next year – 15% say they have little awareness of the planned new requirements in 2008.

Our survey shows a high level of support for the increased 2008 passport rules – 73% agree a valid passport should be required for U.S. citizens traveling by land or sea to enter the U.S. from Canada or Mexico – slightly more (76%) believe a valid passport should be required for all travelers entering the U.S. from Canada or Mexico. Respondents showed even stronger support when asked about travelers who are non-U.S. citizens entering the U.S. – 91% believe they should be required to have a valid passport.

Increased travel requirements aren’t likely to stop U.S. travelers from going over the border – 85% said the passport requirements would make no difference in their plans to travel to Canada, while 86% say the same for traveling to Mexico. Of those respondents who don’t currently have a valid passport, nearly one in three (32%) said they plan to apply for a passport in the next year.

Hitting the Air–Waves

Air travelers sound off on the highs and lows of flying

Our survey also gauged the opinions of those who fly at least once a year on their feelings about the trials and tribulations of air travel – 60% in our poll said they fly at least once per year. The majority of those respondents said their primary reason for flying is for vacation (37%), to visit family and friends (30%) or for business (30%). Unless otherwise specified, the following questions pertain to those respondents who fly at least once per year.

Half (51%) said they book flights most often online through the airline's Web site, while one in three (33%) prefer finding flights online though a discount travel site. Only 10% said they books flights through a travel agent most often, and 4% prefer booking flights with the airline over the phone.

Discount airlines such as Jet Blue or Southwest had a slight edge (33%) over full service airlines (32%) such as United or American Airlines as the preferred type of airline – but most (34%) say they have no preference.

Airline security measures seen as necessary

Just over half (51%) said they have been pulled out of line by airport security – 10% have missed a flight due to security delays. Nearly two out of five (39%) said they have had items confiscated by airport security. The majority (57%) said restrictions on what items can be brought on planes are necessary for the safety of the flight crew and passengers – but 38% said the restrictions are too stringent and more items should be allowed on flights.

Nearly half (52%) support the use of "backscatter" technology some airports may use in the future to better search for concealed objects. A backscatter X-ray would be able to view a 3-D image of a person’s body to allow security personnel to scan for hidden items. But 40% are concerned about potential privacy issues with the new technology and are concerned about revealing images possibly falling into the wrong hands.





Strong support for in-air communications

On the ground, many travelers have PDAs, cell phones and notebook computers to keep them up-to-speed and in constant contact. But in the air, they may find themselves in a communications dead-zone, and many hope in the future flying won’t mean being out of touch. One in four (26%) respondents have used a plane's in-air phone service – but 42% believe passengers should be allowed to make calls on their cell phones during domestic flights. Nearly half (49%) said they would take advantage of the ability to use their cell phone on a flight – but only 6% would use their cell phone on a flight if the airline charged an additional per-minute fee for the service.

Even more (63%) believe U.S. airlines should allow passengers to use their PDAs during domestic flights, and 43% said they would use a PDA on a flight – but only 5% would pay for the privilege.

Three out of four (75%) said airlines should allow passengers to have access to the Internet during domestic flights and nearly as many (69%) say they would take advantage of such a service. There was much greater support for fee-based access to the Internet on flights than PDAs and cell phones – 20% would pay an additional per-minute fee for the ability to go online in the air.

Most want more room – but don’t want to pay too much for it

Two in three respondents (68%) said they have been seated next to a passenger who took up room in their seat – and more than half (57%) said they have had an airline seat that was too small for them to fly comfortably. But an uncomfortable seating situation isn't enough to get the vast majority to lighten their wallets – only 1% said they have paid for two seats so they would have enough room. Most would rather have the airline deal with the problem – 61% say airlines should be able to charge extra for oversized passengers. Nearly one in three (29%) said airlines should make necessary accommodations for oversized passengers, but they shouldn't charge a fee.

Nearly half (48%) would pay more for a seat with more leg room – but how much is more space worth? For more than half of respondents, $1-$25 would be a fair price for more leg room, while 32% say they would pay $26-$50.

Few want to be stuck in the middle

Window seats are the most popular (50%), while slightly fewer (49%) want an aisle seat – fewer than 1% like the middle seat most. One in four (25%) said they would pay more for a plane ticket if airlines offered only aisle and window seats – more than half (55%) would pay $1-$25 more and 30% would pay $26-$50 more. Only 2% said they would pay more than $100 for the assurance they won't be stuck in the middle.

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Zogby International: Keeping Your Company and Your Clients Ahead of the Curve Since 1984.
For more infomation about polling and market research, contact Chad Bohnert at (315) 624-0200 ext. 237 or chad@zogby.com

Zogby's American Consumer Newsletter
Zogby’s American Consumer Publisher
John Zogby
President & CEO, Zogby International
Editor-in-Chief
Fritz Wenzel
Senior Writer
Stephanie DeVries
Managing Editor
Marc Penz
Copy Editor
Joe Zogby
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