Key Points. In terms of transportation preferences, Americans love getting around by car, and airlines generally lag behind the alternatives.

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2 INTRO 1 Americans are primarily interested in relaxing, affordable vacations. The most popular kind of vacation is at the beach, and the most desired domestic destination is Hawaii. 2 Younger generations are more likely to want to travel abroad, with 50% of millennials saying they d rather travel in a different country if money and time weren t an issue. Key Points 3 4 In terms of transportation preferences, Americans love getting around by car, and airlines generally lag behind the alternatives. The most popular airline in America is Southwest. However, the four largest airlines are neck and neck when it comes to purchasing consideration. 5 Most Americans aren t particularly brand loyal when it comes to hotels, with just 24% saying they have preferred chain(s) they often book. 2 6 Airbnb trails major hotel chains in terms of purchasing consideration and brand ID. However opinions among younger generations are a positive signal for the future.

3 INTRODUCTION About Morning Consult What consumers THINK Collecting over 3 million market research interviews What consumers SAY Evaluating over 100 million social media posts What consumers SEE Analyzing over 85,000 news media outlets Currently Tracking 1,800+ Brands (200 interviews per day, per brand) Including A Wide Range of Brands Related to the Travel Industry: 3 REQUEST A DEMO HERE

4 INTRO 1 Vacation Preferences Where Americans want to go, what they look for in a vacation, and how they use online reviews. Agenda 2 3 Getting There Transportation preferences, with a special focus on the airline industry, including a ranking of the most popular airlines. Accommodation What Americans look for in hotels, the prevalence of Airbnb, and key brand metrics for some of the largest hotel brands in the country. 4

5 VACATION PREFERENCES How much would you enjoy going on a vacation that included elements of each of the following? A lot Some Don't Know/No Opinion Not much Not at all Beach 4 30% 5% 9% 9% Beach vacations have the most universal appeal Resort Road trip Cruise Cultural/historical Theme park Hiking/nature related Camping (RV) % 29% 21% % 41% 31% 6% 35% 6% 1 6% 11% 13% 5% 11% 15% 21% 6% 12% 11% 1 15% 30% Rural 1 35% 11% 19% Camping (tents) 22% 6% 20% 35% Fishing/hunting 20% 6% 1 39% Urban 12% 34% 11% 20% 5 Golfing/sporting 15% 21% 50%

6 VACATION PREFERENCES How interested would you be in visiting the following U.S. vacation destinations? Very interested Somewhat interested Hawaii and The Grand Canyon top America s most desired vacations 6 Hawaii Grand Canyon Yellowstone Disneyland/Disneyworld Niagra Falls Las Vegas Florida Keys Yosemite Great Smoky Mountains New York City New Orleans Badlands/Mt. Rushmore San Fransisco Washington, DC Miami Los Angeles Boston Chicago 51% 22% 41% 40% 3 35% 34% 35% 26% 35% 31% 33% 33% 33% 31% 31% 2 31% 31% 2 33% 26% 31% 24% 33% 2 36% 21% 30% 1 25%

7 VACATION PREFERENCES If money and time were not an issue, would you rather take vacation in the U.S. or in a country outside of the U.S.? Don't Know Outside of the U.S. In the U.S. Younger Americans are much more likely to want to travel abroad 10% 40% 12% 56% 11% 50% 12% 35% 50% 31% 39% 53% 60% 7 All adults Gen Z (18-21) Millennials (22-37) Gen X (38-53) Boomers (54-72)

8 VACATION PREFERENCES Imagine you are reading a description of a vacation destination. If the destination were described using the following terms, would that make you more or less likely to say you want to visit that place? Very interested Somewhat interested Don't Know/No Opinion Not too interested Not interested at all Almost all Americans want vacations to be affordable, relaxing 8 Affordable Relaxing Fun for the whole family Serene Historic Family/kid friendly Adventurous Nature / wilderness Romantic Luxurious Revitalizing Unlike anything else Exotic Thrilling Wholesome World-renowned Exclusive Lively Remote Social Off-the-grid Popular 41% 36% 35% 34% 33% 31% 30% % 26% 25% 22% 20% 20% 19% 65% 5 22% 36% 33% 33% 3 39% 36% 35% % 29% 35% 26% % 14% 15% 15% 15% 30% 14% 10% 9% 13% 9% 12% 10% 5% 14% 14% 13% 6% 14% 10% 13% 9% 12% 12% 14% 12% 15% 14% 10% 9% 15% 12% 14% 20% 21% 22% 5% 5% 6% 11% 10% 14% 10%

9 VACATION PREFERENCES How much do you pay attention to reviews of vacation destinations before booking? 13% Women are more likely to pay attention to reviews before booking 10% 3 13% 39% Not at all Not much Don't know/no opinion Some A lot 33% 9 Men Women

10 VACATION PREFERENCES When researching for a vacation, which of the following would you most likely use for recommendations? Family/friends A travel agent Travel guides The internet Boomers are just as likely as millennials to use the internet to research a vacation 42% 6% 31% 9% 30% 52% 51% 52% 54% 52% 10 All adults Gen Z (18-21) Millennials (22-37) Gen X (38-53) Boomers (54-72)

11 OUTLINE 1 Vacation Preferences Where Americans want to go, what they look for in a vacation, and how they use online reviews. Agenda 2 Getting There Transportation preferences, with a special focus on the airline industry, including a ranking of the most popular airlines. 3 Accommodation What Americans look for in hotel, the prevalence of Airbnb, and key brand metrics for some of the largest chains in the country. 11

12 Would you say the following terms apply to travel in, or not? GETTING THERE Airplanes Buses Trains Cars Across the board, cars are America s preferred mode of travel. Airlines generally lag behind. Fun Comfortable Appropriately priced 33% 41% 43% 49% 49% 61% % 70% 64% 82% Efficient 52% 6 72% 7 12 Minimal hassle 44% 4 42% 74%

13 GETTING THERE Thinking about the past few years, would you say the airline industry has gotten better or gotten worse when it comes to each of the following? Gotten better Stayed about the same Gotten worse Don't Know/No Opinion Cost 13% 4 Few Americans see improvements in the airline industry Comfort Customer Service 15% 2 40% 3 Generally/overall 33% 35% 13 Safety 25% 36% 15%

14 MORNING CONSULT BRAND INTELLIGENCE Southwest is the Most Popular American Airline Do you have a favorable or unfavorable opinion of the following? Unfavorable Neutral Favorable 14% 9% 5% 10% 14% 36% 36% 3 34% 59% 69% 70% 69% 49% 4 46% 43% 2 21%

15 MORNING CONSULT BRAND INTELLIGENCE TRACKING Top Four Airlines in Tight Competition for Purchasing Consideration How likely are you to consider purchasing a product or service from...? Unlikely to purchase Don't know/no opinion Likely to purchase 22% 24% 2 22% 22% 22% 29% 29% 30% 26% 44% 51% 54% 56% 49% 4 46% 46% 34% 26% 25% 21%

16 How important are each of the following when it comes to traveling by airplane? GETTING THERE Very important Somewhat important Don't Know/No Opinion Not too important Not important at all Ticket cost is the most important factor when traveling by plane Cost of the tickets Free checked luggage Comfort/legroom 74% 61% 60% 22% 24% 12% 10% 12% 12% Efficient boarding/deplaning 56% 2 4% Complimentary beverages/snacks 35% 11% 19% 4% 16 Cost of additional beverages/snack options 2 12% 20% 9%

17 GETTING THERE Which of these statements describes you best? Just a quarter of Americans factor in airline preference if it means paying a premium 29% 44% I buy flight tickets based on whats cheapest and most convenient, regardless of airline I factor in airline preferences when buying tickets, even if it means sometimes paying a premium 26% Don't Know / No Opinion 17

18 GETTING THERE How satisfied are you with online flight booking websites/services? Most (63%) are satisfied with online flight booking services 2 2 Very satisfied Somewhat satisfied Not too satisfied 6% 36% Not satisfied at all Don't know/no opinion 18

19 OUTLINE 1 Vacation Preferences Where Americans want to go, what they look for in a vacation, and how they use online reviews. Agenda 2 Getting There Transportation preferences, with a special focus on the airline industry, including a ranking of the most popular airlines. 3 Accommodation What Americans look for in hotel, the prevalence of Airbnb, and key brand metrics for some of the largest chains in the country. 19

20 How important are each of the following when deciding on what hotel to stay in? ACCOMMODATION Very important Somewhat important Don't Know/No Opinion Not too important Not important at all Price 76% 6% What Americans look for in a hotel Location 69% 22% 6% Online reviews % 5% Amenities 3 34% 14% 20

21 ACCOMMODATION Which of these statements describes you best? Most Americans don t pay attention to hotel chain when booking 24% 60% I book hotels based on what most fits my needs, regardless of hotel chain I prefer certain hotel chain(s) that I often book, even if there are alternatives Don't Know / No Opinion 21

22 ACCOMMODATION When it comes to planning a vacation, how important are online reviews for each of the following? Very important Somewhat important Don't Know/No Opinion Not too important Not important at all Housing/hotel reccommednations 50% 31% 6% 5% Online reviews are most important for housing Restaurants Transportation options 40% 3 36% 3 11% 12% 5% Adventorous 33% 36% 12% 13% 6% Cultural destinations 30% 3 22 Tours/guides 36% 21% 11%

23 MORNING CONSULT BRAND INTELLIGENCE TRACKING Airbnb Has Yet to Reach The Brand Recognition Levels of Major Hotels Have you heard of the following? Have not heard of Have heard of 10% 10% 10% 13% 26% 29% 92% 90% 90% 90% 8 83% 74% 71%

24 MORNING CONSULT BRAND INTELLIGENCE TRACKING Airbnb Also Lags Behind Major Hotels In Terms of Purchasing Consideration How likely are you to consider purchasing a product or service from...? Unlikely to purchase Don't know/no opinion Likely to purchase 19% 1 30% 33% 36% 39% 4 30% 49% 54% 52% %

25 MORNING CONSULT BRAND INTELLIGENCE TRACKING However Younger Americans Have More Interest in Using Airbnb How likely are you to consider purchasing a product or service from Airbnb in the future? Unlikely to purchase Don't know/no Opinion Likely to purchase 5 56% 52% 4 14% 1 21% 31% 2 36% 2 Gen Z (18-21) Millennials (22-37) Gen X (38-53) Boomers (54-72)

26 OUTRO CUSTOM POLLING This poll was conducted from June 04-05, 2018, among a national sample of 2,202 Adults. The interviews were conducted online and the data were weighted to approximate a target sample of Adults based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 2 percentage points. Methodology BRAND INTELLIGENCE TRACKING On a daily basis, Morning Consult Brand Intelligence surveys Americans on over 1,800 brands and products. The brand tracking data in this report is the result of aggregated daily surveys from May 13, 2018 to June 13, Each brand was surveyed 6,000 times during that time frame, with the exception of Best Western which was surveyed 2,000 times and Southwest Airlines which was surveyed 16,000 times. 26

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