Traveling with the Family Dog: Targeting an Emerging Segment

Abstract

More Americans currently consider their dogs as part of their families and are more frequently including them in their travel plans. This study examines this phenomenon and the implications for the marketers of travel-related products and services. Empirical findings show that while over half of those surveyed report traveling with their dogs, many are unaware of the increasing dog-friendliness of the hospitality industry. Also, those traveling with their dogs are more likely to be risk takers, perceive that traveling with dogs is more convenient, and are more likely to see dogs as members of the family.

Keywords:

• Targeting
• animal companions
• travel segments