Consumer research & earned media campaign

World Tourism Day


Our research for the West Virginia Department of Tourism explored Americans' vacation habits and their willingness to step outside of their vacation comfort zone.

The online study, conducted ahead of World Tourism Day, revealed three in four are stuck in their ways and always go on vacation to the same kinds of places. We also found that northeasterners are the least likely to stray from their favorite kinds of vacation destinations.

As well as providing valuable consumer insights, the research formed the basis of a data-driven news story, written and distributed by our news generation partner 72Point Inc.

An illustration of a car travelling in the country, title Unexpected Spots
Infographic segment for West Virginia Department of Tourism. Headline 3 in 4 Americans are stuick in their ways and always go on vacation to the same kinds of places

2,004

survey respondents

91

Pieces of coverage

8,170,000

Online coverage views

11

Links from coverage

Research insights and key findings

Vacation destinations


The survey respondents answered questions about their willingness to change up their vacation patterns. 78% said they’re likely to take a chance on visiting an entirely new destination. And nearly three in four agreed that those who aren’t willing to try somewhere new are missing out since vacations are a chance to do things outside of your comfort zone.

We also found that of the 62% of people who have visited somewhere they didn’t think they would enjoy, 89% ended up being pleasantly surprised.

When asked about the the most “underrated” states they’d like to visit, these came out top:
West Virginia (37%)
Rhode Island (31%)
Massachusetts (31%)
Mississippi (30%)
Delaware (27%)

And the "underrated" U.S. holiday spots they'd most like to visit were:
Savannah, Georgia (35%)
St. Petersburg, Florida (33%)
Harpers Ferry, West Virginia (32%)
Mendenhall Glacier, Alaska (31%)
Greenpoint, Brooklyn, New York (30%)

By examining geographical splits, the data revealed that Northeastern respondents are the most likely to enjoy adventurous activities on vacation, while midwesterners have a preference for making the most of their hotel/resort.

And when we compared the habits of different generations, millennials lead the respondents who usually create a detailed itinerary for their vacations, but most confessed that doing so limits what you can do with your time.

Graphic of the three most
West Virginia Tourism illustration with headline Some are willing to change up their whole vacation pattern with 78 percent saying they're likley to take a chance on visiting an entirely new destination.

“Traveling isn’t always about sticking to a set schedule – whether you’re craving world-class outdoor adventures, undiscovered spots or relaxation in charming small towns, there’s an itinerary for all travelers alike. For a new experience, take a chance on the unexpected destination because you may end up being surprised at what you experience and see along the way.”

West Virginia Tourism secretary Chelsea Ruby


Data-driven headlines

Media coverage highlights for the West Virginia Department of Tourism

Photo credit: header image by Jonathan Wheeler

Our research for the West Virginia Department of Tourism explored Americans’ vacation habits and their willingness to step outside of their vacation comfort zone. The U.S. general population survey was conducted between August 4th and 10th 2022, with 2,004 respondents.

BrandWest Virginia Department of TourismServicesInternational research, Online survey, News story, Infographic, Media distributionLinkwvtourism.comContact uswww.onepoll.us

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