Two recent studies conducted by MercuryCSC indicate that travel spending among geotravelers will not decline as much as other groups. "Travel is not something they do," said Lex Sanford the lead researcher for the qualitative study. "It’s part of who they are." Quantitative data conducted in February 2009 by Leisure Trends Group, on behalf of MercuryCSC and the Montana Office of Tourism, supported Sanford’s findings. From a sample of 980+ people nationwide who were identified as geotravelers, nearly 90 percent of the respondents reported that they expect to travel the same amount or increase their number of trips in 2009. Both studies indicated that in these fiscally slim financial times geotravelers will be more strategic in their destination choice, more selective in related retail purchases or may stay closer to home, yet they will continue to cultivate their curious and adventurous personalities…and patronize destinations and brands that align with their values.