About 42 percent of upscale travelers will book their summer vacation within three months of departure, according to Blue Paper: Resort Trends Summer 2011 from Hilton Hotels & Resorts. The comprehensive research conducted throughout the past year includes findings from 2,500 online interviews in four countries (United States, United Kingdom, Germany and Russia).
In the survey, an overwhelming number of travelers the world over cite attractive and lush grounds, an ambiance of leisure, and a proactive staff among the most important expectations for a resort. Above all, guests are seeking an emotional payoff from a resort vacation. The number one experience sought is relaxation, with 54 percent of guests selecting this as their primary reason for a resort vacation. Reconnecting with family was the primary objective for 18 percent of recent resort guests, while romance trailed as the third most popular experience sought, with only 9 percent of respondents selecting this as primary criteria.
The blue paper also indicates that 75 percent of U.S. travelers rely on the internet to select their resort. The three most important decision factors for where to book are immaculately maintained facilities, getting excellent value for the money, and its location as a getaway locale.
