Travelers Perceive Value as Combination of Money, Time and Convenience, According to Smart Destinations Consumer Survey

Value Mindset Expands Beyond Hotel and Airline to Include Attractions and Activities

Boston, MA — Smart Destinations, provider of Go City Cards, the only multi-attraction passes that maximize the fun, savings and convenience of sightseeing, today announced the results of its consumer survey, which explored the depth and breadth of travelers’ research processes and purchase preferences and habits. The survey results are available for download here.

The survey, which includes responses from more than 500 U.S. travelers, shows that consumers take their vacations seriously, seeking advice, conducting online research and actively looking for deals. Today’s travelers engage in an extensive research process, which often takes place over several months and includes numerous and varied information sources. While travelers consult several sources, when asked to select their most trusted sources, they selected the following:

  • Recommendations from friends (92 percent)
  • Online searches (70 percent)
  • Online reviews from other travelers (53 percent)
  • Travel books (50 percent)


The survey also revealed that travelers are proactively looking for value, and they are willing to conduct the necessary research to accomplish that. Additionally, travelers’ definition of value is expanding. This value-mindset now goes beyond hotels and airfare and includes attractions, as well as savings in time and added convenience.

  • 75 percent of respondents actively try to get discounted admission in advance if there is a specific activity they want to do on their trip
  • 95 percent of respondents would buy admission in advance if they could “skip the line” at popular attractions
  • 46 percent of respondents would pay more than the retail price to eliminate waiting in line


Travelers also indicated that promotions and sales, specifically those offering a 25 percent discount or greater, are key purchase triggers.

  • 90 percent of travelers would pre-purchase attraction tickets for a 25 percent discount
  • 92 percent of travelers would buy bundled admission of 3-5 attractions at once for a 25 percent discount


“The key takeaway from the study is that travelers today want value in all their travel purchases – including attractions and activities – and they are actively seeking out products and companies that can help them achieve that,” said Cecilia Dahl, President and Founder of Smart Destinations. “We have seen this first hand in the sales of our Go City Cards which in 2010 saved consumers a record $5 million on the cost of attraction visits.”

About the survey

The survey was conducted online in December 2010 via the independent research firm Zoomerang. It polled 503 U.S. consumers who use the Internet to plan and purchase travel-related products and services. Aged 24 and older, these respondents vacation domestically often: 50 percent of the respondents take three or more vacations per year and an additional 30 percent take at least two vacations a year.

About Smart Destinations

Smart Destinations is provider of Go City Cards, the only multi-attraction passes that maximize the fun, savings and convenience of sightseeing with flexible purchase options for every type of traveler. Available online and at walk-up retail outlets, Smart Destinations’ Go City Cards provide admission to more than 500 attractions across 14 North American destinations, including Oahu, New York City, Chicago, and San Diego. The passes come with valuable extras, including the ability to skip the line at select attractions and comprehensive city guides that offer insider tips and bonus discounts on shopping and dining. All of Smart Destinations’ passes leverage the company’s patented technology and the industry’s largest network of attraction partners to save consumers up to 55% compared to purchasing individual tickets. The company is headquartered in Boston, MA. For more information, visit

The information contained in this post, to the best of the author's knowledge, was accurate at time of publishing. We do our best to ensure and maintain the accuracy of this information.