Tourism marketers spend just as much time working to get first-time travelers to book a vacation as they do convincing them to return, though destinations may be surprised that nearly one-third of U.S. travelers are likely disappointed with or indifferent to their destination experiences.

Chart 1

Nearly half of respondents indicated that they were “pleased” with the experience they had in their destination while nearly one-third said they were indifferent or disappointed.

Chart 2

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