Alexandria, Va., April 2011– With almost three-quarters of Americans saying they prefer to drive to their vacation destination, the market opportunities for travel agents are wide open according to the Drive Market study, a recent report by Project 85 and in which ASTA participated. Carried out in January 2011, the study examined the habits and attitudes of more than 1,500 Americans toward “drive” vacations and trips, a market which, according to the U.S. Travel Association, represents more than three quarters of the $495 billion in travel spending.

“This study really provides great insight into how Americans plan trips, their motivations for choosing to drive and their use of travel agents. For travel agents looking to break into new markets, the drive market is an often overlooked segment but one that holds distinct opportunities,” said ASTA President and Chair Chris Russo. “For example, as cruise lines look to use more diverse ports, an increasing percentage of Americans can now drive rather than fly to their cruise departure port, presenting an opportunity for agents to design a customized itinerary to complement the cruise.

“The results of this study provide vital information for travel agencies looking to explore new markets and can help hone their marketing and sales campaigns. And, once they have tapped the market, this information can be used to secure a loyal customer base as a better understanding of consumers’ motivations and needs goes a long way to optimizing customer service,” added Russo.

Among the results, the study found that “being comfortable” is the primary reason why 74 percent of Americans prefer to drive to their destination, compared to the 21 percent who choose air travel. Comfort is a driving factor, especially among those over 50, with 81 percent reporting that they like the flexibility to determine their own schedules, and 71 percent saying they prefer to drive because it allows them to “bring more stuff.” The study also shows that among drive market travelers, nearly four in 10 Americans (38 percent) plan trips within a week of departure, and 49 percent plan within two weeks or less.

The study is a part of a larger effort known as Project 85. The Project 85 Think Tank is a collection of U.S. travel and tourism organizations that have united to collaborate on the development of marketing approaches and solutions for the U.S. travelers who drive rather than fly to their destinations. Project 85 is named after the 85 percent of travel that takes place in the United States by car, motorcycle, RV or other vehicle.

Project 85 is managed by Solutionz, which along with Mandala Research conducted the study. In addition to ASTA, other project sponsors include AARP, Avis Budget Group, AOL Travel, Mapquest, Panasonic, the Destination & Travel Foundation, Experian’s Hitwise, Travel Guard, WCities and Wyndham Hotels.

ASTA members will receive a discount on the full report and an overview of the results. Please contact Melissa Teates (mteates@asta.org), director of research, for more details.