The average number of trips taken in the previous 12-months has dropped a full trip (5.4 to 4.5) from the same period in 2007. However, intent to travel more in the next 12 months is up slightly from the same period last year (22.7% to 28.4%).
Interestingly, gas prices are still a motivating factor for over half of Americans, despite the lower cost at the pump this summer. But the runaway reason for respondents to cut back is a concern about personal finances (42% in 2006 to a whopping 66.4% today).
Maybe that gas card promotion you're thinking of killing still has legs. And the message of “value” has never been more important.