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Chart 3
Travellers in different family types report wanting a different mix of preferred travel benefits
Travellers in different family types report wanting a different mix of preferred travel benefits
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This chart uses a quadrant format to demonstrate the pairs of travel benefits preferred by different kinds of travellers. The X-axis shows the scores on the family-and-friends index; the Y-axis shows the scores on the rest-and-relaxation index. The X and Y axes cross at the overall average score for each index; in other words, instead of crossing at 0, 0 as is usually done, they cross at 5.2, 6.2.
The first quadrant in the upper left is entitled “Less family, more R&R”, meaning that any traveller who falls into this quadrant scores below average on the family-and-friends index and above average on the rest-and-relaxation index. In this quadrant are solo travellers aged 25 to 54, with a family score of 4.2 and R&R score of 6.4; travellers in a couple aged 25 to 54, with a family score of 5.0 and R&R score of 6.6; and men, with a family score of 5.0 and R&R score of 6.2.
The second quadrant in the upper right is entitled “More family, more R&R”, meaning that any traveller who falls into this quadrant scores above average on both the family-and-friends and the rest-and-relaxation index. In this quadrant are travellers in husband-wife families with children, with a family score of 5.6 and R&R score of 6.6; travellers in lone-parent families with children, with a family score of 5.6 and R&R score of 6.7; and women, with a family score of 5.3 and R&R score of 6.3.
The third quadrant in the lower left is entitled “Less family, less R&R”, meaning that any traveller who falls into this quadrant scores below average on both the family-and-friends and the rest-and-relaxation index. In this quadrant are solo travellers aged 55 and over, with a family score of 4.6 and R&R score of 5.3; travellers in couples aged 55 and over, with a family score of 5.1 and R&R score of 5.4.
The fourth quadrant in the lower right is entitled “More family, less R&R”, meaning that any traveller who falls into this quadrant scores above average on the family-and-friends index but below average on the rest-and-relaxation index. This quadrant is empty.
For measures of significance across both indices for each data point, see Table A.1.
