Americans seek more novelty in vacations.

What do American families want in a vacation? How are they spending their time once they unpack? According to the Yesawich, Pepperdine & Brown/Yankelovich Partners National Leisure Travel Monitor poll, seven in 10 pleasure travelers wish to see a place they never have visited before.

Consumer interest in novelty and change is at the highest level we've observed in five years," notes Dennis Marzella, senior vice president of research and strategic marketing at Yesawich, Pepperdine & Brown. "Not only do consumers want new experiences. but they intend to have more fun along the way."

The top 10 cities or resort areas that consumers are interested in visiting are the Florida Keys, Orlando Fla.), Lake Tahoe (Calif. and Nev.), New Orleans, San Francisco, Colorado Mountain resorts, San Diego, Las Vegas, St. Petersburg/Clearwater (Fla.), and New York City. Europe, followed distantly by Australia, Canada, and the Caribbean, are top picks among international destinations.

What do vacationers want to do? There is considerable interest in experimentation and fantasy. Six in 10 pleasure travelers would like to take a cruise during the next two years. About half cite naturalistic experiences -- e.g., hiking, climbing, beaches, lakes, snow skiing, and adventure/outfitter trips. Four in 10 express interest in visiting a remote, untouched destination, while a similar number find going to a theme park extremely/very desirable.

"This pattern suggests a rising opportunity to market 'real fantasy' in all forms of travel experiences," Marzella suggests. "In particular, look...