Traveler Sentiment Index (TSI) is a measurement of consumer attitude towards leisure travel conducted by US Travel Association based on the following factors:
1. Available time
5. Travel Safety
6. Service Quality
The data is obtained from US based adults only. So, Hoteliers outside of US, though this key data is useful to you, please take it with a pinch of salt.
The TSI has soared to its highest level since April 2007, driven by four of the six parameters listed above.
The overall TSI, in February 2011, stands at 95.2, up by 9.2% from October 2010.
How is TSI computed ?
TSI is calculated with reference to a base period, which is March 2007. TSI for March 2007 was 100. And all subsequent TSIs wer computed with reference to March 2007 TSI.
Here is the Formula : (Travel Sentiment Score (Feb 2011) / March 2007 TSI) * 100
Now, how is Travel Sentiment Score computed ?
Of the total survey population, determine the
(1) % more interested in travel compared to previous survey period
(2) % less interested in travel compared to previous survey period
Travel Sentiment Score: (1) – (2) + 100
Example: 40-30 + 100 = 110
Some of the other key statistics include:
1). “Interest in Travel” increased to 91 in Feb 2011, compared to 80 in October 2010.
2). “Time for Travel” increased to 95.3 in Feb 2011, compared to 83.3 in October 2010.
3). “Money available for Travel” increased to 89 in Feb 2011, compared to 75 in October 2010.
4). “Safety of Travel” returned to normal.
5). “Service Quality” dropped a bit from 95.6 in Oct 2010 to 95.3 in Feb 2011. So, Hoteliers, watch out !.
6). “Travel Affordability” is slightly below the July 2009 peak of 124.
Overall several KPIs have gone up thus pushing the Traveler Sentiments. All is well thus far.
Bring in the Middle-East crisis, soaring oil prices in the mix, how does the situation look like?
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