travel planning statistics

What is the future of travel?

All aboard! After the pandemic upended life and leisure as we know it, travel is roaring back. The industry is set to make a full recovery by the end of 2024, after losing 75 percent of its value in 2020. Much of this has been so-called “revenge travel,” or people embarking on international or bucket list trips that were delayed by the pandemic. But domestic travel is recovering quickly too and is set to represent 70 percent of travel spending by 2030.

Get to know and directly engage with senior McKinsey experts on travel and tourism

Margaux Constantin is a partner in McKinsey’s Dubai office, Matteo Pacca is a senior partner in the Paris office, and Vik Krishnan is a senior partner in the Bay Area office.

We’ve done a deep dive into the latest travel trends and how industry players can adjust accordingly in The state of travel and hospitality 2024 report. Check out the highlights below, as well as McKinsey’s insights on AI in travel, mass tourism, and much more.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice .

Who are today’s travelers, and what do they want?

In February and March 2024, McKinsey surveyed  more than 5,000 people in China, Germany, the United Arab Emirates (UAE), the United Kingdom, and the United States who had taken at least one leisure trip in the past two years. Here are six highlights from the results of that survey:

• Travel is a top priority, especially for younger generations. Sixty-six percent of travelers we surveyed said they are more interested in travel now than before the COVID-19 pandemic. And millennials and Gen Zers  are traveling more and spending a higher share of their income on travel than their older counterparts.
• Younger travelers are keen to travel abroad. Gen Zers and millennials who responded to our survey are planning nearly an equal number of international and domestic trips in 2024. Older generations are planning to take twice as many domestic trips.
• Baby boomers are willing to spend if they see value. Baby boomers still account for 20 percent of overall travel spending. They are willing to spend on comforts such as nonstop flights. On the other hand, they are more willing to forego experiences to save money while traveling, unlike Gen Zers who will cut all other expense categories before they trim experiences.
• Travel is a collective story, with destinations as the backdrop. Travelers both want to hear other travelers’ stories and share their own. Ninety-two percent of younger travelers were inspired by social media in some shape or form for their last trip.
• What travelers want depends on where they’re from. Sixty-nine percent of Chinese respondents said they plan to visit a famous sight on their next trip, versus the 20 percent of European and North American travelers who said the same. Respondents living in the UAE also favor iconic destinations, as well as shopping and outdoor activities.

Learn more about McKinsey’s  Travel, Logistics, and Infrastructure Practice .

What are the top three travel industry trends today?

Travel is back, but traveler flows are shifting. McKinsey has isolated three major themes for industry stakeholders to consider as they look ahead.

• The bulk of travel spending is close to home. Seventy-five percent of travel spend is domestic. The United States is currently the world’s largest domestic travel market, but China is set to overtake it in the coming years. Stakeholders should make sure they capture the full potential of domestic travelers before turning their attention abroad.
• New markets such as India, Southeast Asia, and Eastern Europe are growing sources of outbound tourism. Indians’ travel spending is expected to grow 9 percent per year between now and 2030; annual growth projections for Southeast Asians and Eastern Europeans are both around 7 percent.
• Unexpected destinations are finding new ways to lure travelers and establish themselves alongside enduring favorites. Rwanda, for example, has capitalized on sustainable tourism by limiting gorilla trekking permits and directing revenue toward conservation.

Looking for direct answers to other complex questions?

For a more in-depth look at these trends, check out McKinsey’s State of travel and hospitality 2024   report .

How will AI change how people travel?

In the 1950s, the introduction of the jet engine dramatically reduced travel times, changing the way people traveled forever. Now AI is upending the industry  in a similarly fundamental way. Industry players down to individual travelers are using advances in generative AI (gen AI) , machine learning , and deep learning  to reimagine what it means to plan, book, and experience travel. “It’s quite clear,” says McKinsey partner Vik Krishnan , “that gen AI significantly eases  the process of travel discovery.”

For travel companies, the task now is to rethink how they interact with customers, develop products and services, and manage operations in the age of AI. According to estimates by McKinsey Digital, companies that holistically address digital and analytics opportunities have the potential to see an earnings improvement of up to 25 percent .

McKinsey and Skift Research interviewed executives from 17 companies across five types of travel business. Here are three key findings on how travel companies can reckon with emerging technologies, drawn from the resulting report The promise of travel in the age of AI :

• Segmentation. Companies can use AI to create hyperspecific customer segments to guide how they interact with and serve customers. Segmentation can be based on a single macro characteristic (such as business versus leisure), or it can be so specific as to relate to just one customer.
• Surprise and delight. In the travel context, gen AI could take the form of digital assistants that interact with customers throughout their journeys, providing personalized trip itineraries and tailored recommendations and helping to resolve unexpected disruptions.
• Equipping workers better. AI tools can free up frontline workers’ time, allowing them to focus more on personal customer interactions. These tools can also shorten the training time for new hires and quickly upskill  the existing workforce.

AI is important, yes. But, according to Ella Alkalay Schreiber, general manager (GM) of fintech at Hopper, “The actual challenge is to understand the data, ask the right questions, read prediction versus actual, and do this in a timely manner. The actual challenge is the human thinking, the common sense .”

How is mass tourism changing travel?

More people are traveling than ever before. The most visited destinations are experiencing more concentrated flows of tourists ; 80 percent of travelers visit just 10 percent of the world’s tourist destinations. Mass tourism can encumber infrastructure, frustrate locals, and even harm the attractions that visitors came to see in the first place.

Tourism stakeholders can collectively look for better ways to handle visitor flows before they become overwhelming. Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

Destinations should remain alert to early warning signs about high tourism concentration and work to maximize the benefits of tourism, while minimizing its negative impacts.

For one thing, destinations should understand their carrying capacity of tourists—that means the specific number of visitors a destination can accommodate before harm is caused to its physical, economic, or sociocultural environment. Shutting down tourism once the carrying capacity is reached isn’t always possible—or advisable. Rather, destinations should focus on increasing carrying capacity to enable more growth.

Next, destinations should assess their readiness to handle mass tourism and choose funding sources and mechanisms that can address its impacts. Implementing permitting systems for individual attractions can help manage capacity and mitigate harm. Proceeds from tourism can be reinvested into local communities to ensure that residents are not solely responsible for repairing the wear and tear caused by visitors.

After risks and funding sources have been identified, destinations can prepare for growing tourist volumes in the following ways:

• Build and equip a tourism-ready workforce to deliver positive tourism experiences.
• Use data (gathered from governments, businesses, social media platforms, and other sources) to manage visitor flows.
• Be deliberate about which tourist segments to attract (business travelers, sports fans, party groups, et cetera), and tailor offerings and communications accordingly.
• Distribute visitor footfall across different areas, nudging tourists to visit less-trafficked locations, and during different times, promoting off-season travel.
• Be prepared for sudden, unexpected fluctuations triggered by viral social media and cultural trends.
• Preserve cultural and natural heritage. Engage locals, especially indigenous people, to find the balance between preservation and tourism.

How can the travel sector accelerate the net-zero transition?

Global warming is getting worse, and the travel sector contributes up to 11 percent of total carbon emissions. Many consumers are aware that travel is part of the problem, but they’re reticent to give up their trips: travel activity is expected to soar by 85 percent  from 2016 to 2030. Instead, they’re increasing pressure on companies in the travel sector to achieve net zero . It’s a tall order: the range of decarbonization technologies in the market is limited, and what’s available is expensive.

But decarbonization doesn’t have to be a loss-leading proposition. Here are four steps  travel companies can take toward decarbonization that can potentially create value:

• Identify and sequence decarbonization initiatives. Awareness of decarbonization levers is one thing; implementation is quite another. One useful tool to help develop an implementation plan is the marginal abatement cost curve pathway framework, which provides a cost-benefit analysis of individual decarbonization levers and phasing plans.
• Partner to accelerate decarbonization of business travel. Many organizations will reduce their business travel, which accounts for 30 percent of all travel spend. This represents an opportunity for travel companies to partner with corporate clients on decarbonization. Travel companies can support their partners in achieving their decarbonization goals by nudging corporate users to make more sustainable choices, while making reservations and providing data to help partners track their emissions.
• Close the ‘say–do’ gap among leisure travelers. One McKinsey survey indicates that 40 percent of travelers globally say they are willing to pay at least 2 percent more for carbon-neutral flights. But Skift’s latest consumer survey reveals that only 14 percent  of travelers said they actually paid more for sustainable travel options. Travel companies can help close this gap by making sustainable options more visible during booking and using behavioral science to encourage travelers to make sustainable purchases.
• Build new sustainable travel options for the future. The travel sector can proactively pioneer sustainable new products and services. Green business building will require companies to create special initiatives, led by teams empowered to experiment without the pressure of being immediately profitable.

What’s the future of air travel?

Air travel is becoming more seasonal, as leisure travel’s increasing share of the market creates more pronounced summer peaks. Airlines have responded by shifting their schedules to operate more routes at greater frequency during peak periods. But airlines have run into turbulence when adjusting to the new reality. Meeting summer demand means buying more aircraft and hiring more crew; come winter, these resources go unutilized, which lowers productivity . But when airlines don’t run more flights in the summer, they leave a lot of money on the table.

How can airlines respond to seasonality? Here are three approaches :

• Mitigate winter weakness by employing conventional pricing and revenue management techniques, as well as creative pricing approaches (including, for example, monitoring and quickly seizing on sudden travel demand spikes, such as those created by a period of unexpectedly sunny weather).
• Adapt to seasonality by moving crew training sessions to off-peak periods, encouraging employee holiday taking during trough months, and offering workers seasonal contracts. Airlines can also explore outsourcing of crew, aircraft, maintenance, and even insurance.
• Leverage summer strengths, ensuring that commercial contracts reflect summer’s higher margins.

How is the luxury travel space evolving?

Quickly. Luxury travelers are not who you might expect: many are under the age of 60 and not necessarily from Europe or the United States. Perhaps even more surprisingly, they are not all millionaires: 35 percent of luxury-travel spending is by travelers with net worths between $100,000 and $1 million. Members of this group are known as aspirational luxury travelers, and they have their own set of preferences. They might be willing to spend big on one aspect of their trip—a special meal or a single flight upgrade—but not on every travel component. They prefer visibly branded luxury and pay close attention to loyalty program points and benefits .

The luxury-hospitality space is projected to grow faster than any other segment, at 6 percent per year  through 2025. And competition for luxury hotels is intensifying too: customers now have the option of renting luxurious villas with staff, or booking nonluxury hotels with luxury accoutrements such as rainfall showerheads and mattress toppers.

Another critical evolution is that the modern consumer, in the luxury space and elsewhere, values experiences over tangible things (exhibit).

Luxury properties may see more return from investing in a culture of excellence—powered by staff who anticipate customer needs, exceed expectations, create cherished memories, and make it all feel seamless—than in marble floors and gold-plated bath fixtures. Here are a few ways luxury properties can foster a culture of excellence :

• Leaders should assume the role of chief culture officer. GMs of luxury properties should lead by example to help nurture a healthy and happy staff culture and listen and respond to staff concerns.
• Hire for personalities, not resumes. “You can teach someone how to set a table,” said one GM we interviewed, “but you can’t teach a positive disposition.”
• Celebrate and reward employees. Best-in-class service is about treating customers with generosity and care. Leaders in the service sector can model this behavior by treating employees similarly.
• Create a truly distinctive customer experience . McKinsey research has shown that the top factor influencing customer loyalty in the lodging sector is “an experience worth paying more for”—not the product. Train staff to focus on tiny details as well as major needs to deliver true personalization.

What’s the latest in travel loyalty programs?

Loyalty programs are big business . They’ve evolved past being simply ways to boost sales or strengthen customer relationships; now, for many travel companies, they are profit centers in their own right. One major development was that travel companies realized they could sell loyalty points in bulk to corporate partners, who in turn offered the points to their customers as rewards. In 2019, United’s MileagePlus loyalty program sold $3.8 billion worth of miles to third parties, which accounted for 12 percent of the airline’s total revenue for that year. In 2022, American Airlines’ loyalty program brought in $3.1 billion in revenue, and Marriott’s brought in $2.7 billion.

But as this transition has happened, travel players have shifted focus away from the original purpose of these programs. Travel companies are seeing these loyalty programs primarily as revenue generators, rather than ways to improve customer experiences . As a result, loyalty program members have become increasingly disloyal. Recent loyalty surveys conducted by McKinsey revealed a steep decline in the likelihood that a customer would recommend airline, hotel, and cruise line loyalty programs to a friend. The same surveys also found that airline loyalty programs are driving fewer customer behavior changes than they used to.

So how can travel brands win customers’ loyalty back? Here are three steps to consider:

• Put experience at the core of loyalty programs. According to our 2023 McKinsey Travel Loyalty Survey , American respondents said they feel more loyal to Amazon than to the top six travel players combined, despite the absence of any traditional loyalty program. One of the reasons for Amazon’s success may be the frictionless experience it provides customers. Companies should strive to design loyalty programs around experiential benefits that make travelers feel special and seamlessly integrate customer experiences between desktop, mobile, and physical locations.
• Use data to offer personalization  to members. Travel brands have had access to customer data for a long time. But many have yet to deploy it for maximum value. Companies can use personalization to tailor both experiences and offers for loyalty members; our research has shown that 78 percent  of consumers are more likely to make a repeat purchase when offered a personalized experience.
• Rethink partnerships. Traditionally, travel companies have partnered with banks to offer cobranded credit cards. But many credit card brands now offer their own, self-branded travel rewards ecosystems. These types of partnerships may have diminishing returns in the future. When rethinking partnerships, travel brands should seek to build richer connections with customers, while boosting engagement. Uber’s partnership with Marriott, for example, gives users the option to link the brands’ loyalty programs, tapping into two large customer bases and providing more convenient travel experiences.

In a changing travel ecosystem, travel brands will need to ask themselves some hard questions if they want to earn back their customers’ loyalty.

Learn more about McKinsey’s Travel, Logistics, and Infrastructure Practice . And check out travel-related job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

• “ Updating perceptions about today’s luxury traveler ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ The way we travel now ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ Destination readiness: Preparing for the tourist flows of tomorrow ,” May 29, 2024, Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann
• “ How the world’s best hotels deliver exceptional customer experience ,” March 18, 2024, Ryan Mann , Ellen Scully, Matthew Straus, and Jillian Tellez Holub
• “ How airlines can handle busier summers—and comparatively quiet winters ,” January 8, 2024, Jaap Bouwer, Ludwig Hausmann , Nina Lind , Christophe Verstreken, and Stavros Xanthopoulos
• “ Travel invented loyalty as we know it. Now it’s time for reinvention. ,” November 15, 2023, Lidiya Chapple, Clay Cowan, Ellen Scully, and Jillian Tellez Holub
• “ What AI means for travel—now and in the future ,” November 2, 2023, Alex Cosmas  and Vik Krishnan
• “ The promise of travel in the age of AI ,” September 27, 2023, Susann Almasi, Alex Cosmas , Sam Cowan, and Ben Ellencweig
• “ The future of tourism: Bridging the labor gap enhancing customer experience ,” August 1, 2023, Urs Binggeli, Zi Chen, Steffen Köpke, and Jackey Yu
• “ Hotels in the 2030s: Perspectives from Accor’s C-suite ,” July 27, 2023, Aurélia Bettati
• “ Tourism in the metaverse: Can travel go virtual? ,” May 4, 2023, Margaux Constantin , Giuseppe Genovese, Kashiff Munawar, and Rebecca Stone
• “ Three innovations to solve hotel staffing shortages ,” April 3, 2023, Ryan Mann , Esteban Ramirez, and Matthew Straus
• “ Accelerating the transition to net-zero travel ,” September 20, 2022, Danielle Bozarth , Olivier Cheret, Vik Krishnan , Mackenzie Murphy, and Jules Seeley
• “ The six secrets of profitable airlines ,” June 28, 2022, Jaap Bouwer, Alex Dichter , Vik Krishnan , and Steve Saxon
• “ How to ‘ACE’ hospitality recruitment ,” June 23, 2022, Margaux Constantin , Steffen Köpke, and Joost Krämer
• “ Opportunities for industry leaders as new travelers take to the skies ,” April 5, 2022, Mishal Ahmad, Frederik Franz, Tomas Nauclér, and Daniel Riefer
• “ Rebooting customer experience to bring back the magic of travel ,” September 21, 2021, Vik Krishnan , Kevin Neher, Maurice Obeid , Ellen Scully, and Jules Seeley

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Global travelers plan to take more short getaways (≤3 nights) than longer vacations (>3 nights) in the next 12 months.

Google/Phocuswright, Travel Study 2017, base: Leisure Travelers: U.S. n=673, Brazil n=640, U.K. n=635, France n=480, Germany n=553, Australia n=617, India n=707, Japan n=462, S. Korea n=688, 2017.

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of experience bookings are happening once travelers arrive at their destination.

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Search interest in the U.S. for “my activity,” where people can manage information saved to their Google Account has increased sixfold since 2016.

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Travelers who book their activities ahead of their trip spend 47% more on lodging and 81% more on transportation than those who wait to book in destination.

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In the 12 weeks leading up to a trip, there are 3X more experiences searches than hotel searches.

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In the 12 weeks leading up to a trip, 8X more experiences searches than air searches

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Travel and Tourism Statistics: The Ultimate Collection

Ray Bradbury – author of the space travel and colonization classic The Martian Chronicles – once wrote, “Half of the fun of travel is the aesthetic of lostness.”

What did Mr. Bradbury mean when he penned this now famous quote? We may never know.

Don’t get the wrong idea, of course. We get the part about travel being extra rewarding when people get far off the beaten path into places they didn't even know existed. (Duh.)

What civilization will always wonder is this. Did he mean “half” in the general sense, as in give or take a third? Or “half” in the 50% sense, where if he’d meant 51 percent, he’d have said 51 percent?

Whatever the math behind Ray’s statistical calculations, one thing we know for sure…

People looooooove to travel.

Families and individuals of all ages, sizes and incomes. To faraway lands. For weekend getaways. To pursue new business deals. With kids. Without kids. On planes, trains, automobiles, boats and buses.

Because our hard-earned PTO is usually spent on travel. Because lots of money AND emotional expectation are wrapped up in most of our travel purchase decisions.

So to better understand today’s traveler, we at Access have compiled what we believe is a comprehensive “ultimate collection” of statistics having to do with the travel and tourism industry. We've tried to make this list as relevant as possible, which means we combed through recent research from travel and tourism related sources.

Most of these stats are focused on Americans who travel – though other nationalities may creep into the mix from time to time. We've provided source links for each statistic. Sometimes you’ll find the data conflicts with other sources - so we’ll leave it up to you to decipher which is most accurate.

We'll keep this list updated regularly with the latest and greatest. If you know of a stat we're missing, or want your own research included in our collection, leave us a note in the comments. Enjoy!

• The Cost of Travel: How Much People Spend
• Demographics: A Profile of People Who Travel
• Destinations: Where People Go When They Travel

Reasons & Decisions: Why People Travel & How They Decide

• Activities: What People Do When They Travel

Other Travel Statistics

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• Airfare prices are up 9.6%
• Hotel prices are up 15.3%
• Car rental prices are up 51.4%
• Restaurant prices are up 24.2%
• Entertainment prices are up 18.2%
• Despite inflationary pressures, only 5% of travelers said they will or have already decreased their travel budget ( Insider Intelligence, 2023 )
• 34% of consumers say their personal financial situation has a negative impact on their willingness to travel ( Morning Consult, 2023 )
• 69% of travelers would spend more during a vacation if they knew it supported the local community ( American Express, 2023 )
• Nearly 25% of global travelers plan to travel more frugally in 2023 ( Expedia, 2023 )
• 38% of travelers cook their own food to cut down on vacation costs ( Expedia, 2023 )
• 84% of travelers plan to spend more on travel this year than in 2022 ( Hopper, 2023 )
• Travelers who fly midweek can save an average of $90 off domestic airfare and $140 on international airfare ( Hopper, 2023 )
• 56% of travelers plan to increase per person travel spending over 2019 (the last pre-pandemic year) ( The IRF, 2023 )
• 85% of travelers from North America and 73% from the rest of the world are most concerned about inflation and rising costs ( The IRF, 2023 )
• U.S. businesses expect their international share of travel costs will jump 33% in 2023 ( Deloitte, 2023 )
• 1/3 of US businesses say they need to reduce travel per employee by more than 20% to meet their 2030 sustainability targets ( Deloitte, 2023 )
• 71% of US businesses expect a full recovery in travel spend by the end of 2024 ( Deloitte, 2023 )
• US businesses expect to that 33% of their business travel budget will be on international trips (16% on trips to Europe, 10% to South America and 10% to Asia) ( Deloitte, 2023 )
• Higher travel prices is the number one factor slowing the return of business travel, followed by travel restrictions and reduced travel budgets ( Deloitte, 2023 )
• 90% of businesses will reimburse for non-hotel accommodations, up from 50% in 2022 ( Deloitte, 2023 )
• To help control business travel spending, 59% of businesses are picking cheaper, alternative lodging, 58% are negotiating preferred rates, 56% are picking lower-cost flights and 45% are limiting travel frequency ( Deloitte, 2023 )
• 49% of travelers will spend more on travel in 2023 because of missed vacations during the pandemic. 43% will maximize their experience and 33% will shop for items not available back home ( Booking.com, 2023 )
• The highest priority for most travelers financially is restaurants/dining experience (34%) followed by suitable accommodations (32%), all-inclusive accommodations (28%), travel insurance (27%) and purchasing souvenirs (25%) ( Booking.com, 2023 )
• Using deals, hacks and smartly-timed travel (63%)
• Planning further in advance (61%)
• Using discounts and loyalty programs (60%)
• Taking 2 longer vacations rather than more short ones (55%)
• Choosing off-season destinations or longer routes (53%)
• 69% of millennials use technology to help save money when traveling ( Booking.com, 2023 )
• When booking a hotel, 23% of travelers most value finding atypically low pricing, 21% value the ability to get a full refund on cancellations and 14% value enhanced and frequent cleaning methods most ( Expedia, 2023 )
• 60% of travelers say “getting the right price” is the most important feature of online travel booking sites ( Expedia, 2023 )
• A complimentary add-on (like free parking) (33%)
• A discount for booking in advance (33%)
• A discount for booking a package (32%)
• A discount for booking last minute (22%)
• A discount for booking a longer stay or trip (22%)
• A discount for booking through a mobile app (21%)
• A discount for a specific location (20%)
• A discount for being a member of the travel provider’s loyalty program (17%)
• 37% of travelers prioritize lowest cost when booking travel, 35% prioritize minimizing COVID-19 exposure ( Expedia, 2023 )
• 51% of consumers say inflation will impact their travel plans over the next 12 months ( Expedia, 2023 )
• 31% of travelers say their travel budget will be the same this year as it was last year, 43% have a larger budget this year ( Expedia, 2023 )
• 1 in 3 consumers are planning an upcoming business trip ( Expedia, 2023 )
• Americans are more willing to splurge on travel plans in 2022: 15% will upgrade rooms or flights, 16% will visit bucket-list destinations, 32% will splurge on the things that take a trip from good to great ( Expedia )
• Travelers age 18-34 are the most likely to go big on their next trip (80% compared to 56% of travelers over 50) ( Expedia )
• Gen X travelers are the most likely to splurge on a high-end restaurant (18%, compared to 16% overall) ( Expedia )
• In 2021, premium economy ticket prices were around 290% more expensive than economy tickets, compared to pre-pandemic when they were 430% more expensive ( Expedia )
• 68% of Americans are planning to go big on their next trip ( Expedia )
• 40% of US travelers are more willing than ever to splurge on their future travels ( Expedia )
• Global travel and tourism levels are projected to reach pre-pandemic levels in 2022, contributing nearly $2 trillion to the US economy ( WTTC )
• U.S. domestic travel & tourism spending is forecast to reach more than $1.1 trillion for the year, surpassing pre-pandemic levels by 11.3% ( WTTC )
• International traveler spending in the U.S. could reach $155 billion which is a growth of $113 billion, compared to 2020, though it would still be slightly below (14%) 2019 levels ( WTTC )
• Employment travel and tourism could surpass pre-pandemic levels, reaching nearly 16.8 million jobs, which is above pre-pandemic levels by almost 200,000 jobs ( WTTC )
• Airline losses from 2020-2022 could reach $200 billion ( IATA )
• After reducing costs in 2021 by 34%, expenses are expected to rise again in 2022 due to expanded operations and higher fuel prices, averaging only 15% lower than pre-pandemic levels ( IATA )
• Boomers plan to spend the most of any generation: at least $4,000 on travel in the next 12 months ( MMGY )
• With the rising price of fuel, domestic flight prices rose 36% in March 2022 from the beginning of the year to reach an average price of $300 ( Bloomberg )
• The 2022 travel price index rose 12%, mostly driven by a 44% increase in motor oil ( US Travel )
• The January 2022 travel price index was 11.6% higher than 2019 levels (on par with consumer prices overall) ( US Travel )
• In January 2022, travel spending declined to $79 billion, this is down from $92 billion in December and down 11% from January 2019 levels ( US Travel )
• 50% of travelers would not pay extra for plane fare that offers free cancellation, 17% would pay up to $20 more, 16% would pay $20-$49 more and 9% would pay $50-$99 more ( Morning Consult )
• 56% of travelers would not pay extra for plane fare from a company that prioritizes pandemic safety, 17% would pay up to $20 more, 13% would pay $20-$49 more and 9% would pay $50-$99 more ( Morning Consult )
• 51% of Americans who traveled in the spring of 2021 plan to spend more when they travel in 2022, 23% plan to spend significantly more ( Trip Advisor )
• Average spend per booking for US travelers in spring 2022 is up 87% year-over-year ( Trip Advisor )
• American travelers are spending 29% more on their average booking in 2022 than they did in 2019, this is despite staying an average of 3.7 days, down from 4.4 days in 2019 ( Trip Advisor )
• The economic contribution of global tourism in 2021 is estimated at $1.9 trillion, above the $1.6 trillion in 2020, but still below the $3.5 trillion in 2019 ( UNWTO )
• Global tourism spending is estimated to be $1,500 per trip in 2021, up from $1,300 in 2020 ( UNWTO )
• In 2020, international travelers spent $83 billion compared to $233 billion in 2019, a loss of 64% ( US Travel )
• In 2020, International travelers spent money on US goods and services ( US Travel ):
• Travel spending - $38.1 billion (compared to $139 billion in 2019)
• Passenger fares - $26.5 billion (compared to $40.1 billion in 2019)
• Education-related - $37.4 billion (compared to $44 billion in 2019)
• Health-related - $0.2 billion (compared to $1.2 billion in 2019)
• Border/seasonal workers - $7.6 billion (compared to $9.1 billion in 2019)
• US travel spending in 2020 totaled $680.3 billion ($642.2 billion domestic travel spending and $38.1 billion international spending) ( US Travel )
• US travel spending in 2019 totaled $1,172.6 billion ($993.5 billion domestic travel spending and $179.1 billion international spending) ( US Travel )
• In 2019 traveler spending totaled $1.1 trillion: $278.9B for food services, $242.3B for lodging, $210.8B for public transportation, $169.7B for auto transportation, $117.8B for recreation/amusement and $107.3B for retail ( US Travel Association )
• Direct spending on leisure travel by domestic and international travelers totaled $792.4 billion in 2019 ( US Travel Association )
• Direct spending on business travel by domestic and international travelers totaled $334.2 billion in 2019 ( US Travel Association )
• Travel and tourism was the second most-popular choice for discretionary spending ( Phocuswright )
• In 2019, domestic travel spending grew 4.4% (for leisure grew 5.1%, for business grew 2.8%) ( US Travel Association )
• The average booking cart is slightly above US$150 ( Tour Scanner )
• Millennials spent $4,400 (avg.) on travel in 2019, (Gen-Xers’ $5,400; Boomers’ $6,600) ( CNBC )
• Domestic travel expenditures industry breakdown for 2019 were: food services 25%, public transportation 20%, lodging 20%, auto transportation 17%, recreation/amusement 11%, retail 7% ( US Travel Association )
• On average, Americans plan to spend $737 on their upcoming trip. Gen Xers will spend more than other age groups, and parents of kids under 18 plan to shell out more than $1,000 ( Value Penguin )
• The average expense for a 4-night domestic vacation is $581 (or $144 per day): $224 for transportation, $150 for lodging, $155 for food/alcohol and $52 for entertainment ( Value Penguin )
• The average expense for a 12-night international trip is $3,251 (or $271 per day): $1,755 for transportation, $683 for lodging, $520 for food/alcohol and $293 or entertainment ( Value Penguin )
• Americans spend an average of $33 per day on food when on a domestic vacation, about 80% of which is spent in restaurants ( Value Penguin )
• Americans spend an average of $35 per day on food when on an international vacation, about 90% of which is spent in restaurants ( Value Penguin )
• 36% of travelers rated travel as an important spending priority ( Phocuswright )
• $1,036 billion was spent on traveling in 2017 ( US Travel Association )
• 2.7% of the nation’s gross domestic product (GDP) attributed to travel and tourism ( US Travel Association )
• Business travel accounted for $317.2 billion in spending in 2017 ( US Travel Association )
• Leisure travel accounted for $718.4 billion in spending in 2017 ( US Travel Association )
• Americans spend $101.1 Billion on summer vacations ( Travel Agent Central )
• On average, Americans will spend $1,978 on summer vacations ( Allianz Travel Insurance )
• The average international trip for American travelers now costs $6,080 ( Squaremouth )
• Vacationing millennials (ages 18-34) spent, on average, $1,373 on summer vacations ( Allianz Travel Insurance )
• 56% of travelers aged 25-34, spend $500-$1500 for a one week trip, excluding airfare ( Solo Traveler )
• Baby Boomers (ages 55+) spent an average of $1,865 on summer vacations ( Allianz Travel Insurance )
• Baby Boomers plan on spending over $6,600 on their 2019 travel ( AARP )
• Generation X (ages 35-54) spent an average of $2,628 on summer vacations ( Allianz Travel Insurance )
• The typical traveler anticipates spending nearly $3,900 on vacations in 2018 ( Destination Analysts )
• On average, Americans in the South spent less on vacationing ($564 on domestic and $3,169 on international) compared to the Northeast, Midwest, and West ( Reward Expert )
• Baby Boomers expect to take 4-5 leisure trips next year, spending up to $6,395 on travel expenses - the same or more than they spend in 2017 ( AARP )
• Generation X will spend up to $5,434 on travel and millennials up to $6,802 in 2018 ( AARP )
• 26% of American domestic travel expenses go towards food services, 20% towards public transportation, 20% towards lodging, 17% towards auto transportation, 10% towards recreation/amusement and 7% towards retail ( US Travel Association )
• Travelers who book their activities ahead of their trip spend 47% more on lodging than those who wait to book ( Booking.com )
• Lodging costs are about 26% of total travel expenditures for domestic trips, and 21% for international trips ( Value Penguin )
• On average, excluding airfare, 30% travelers aged 55-64 spend $1500-$2500 on a one-week trip ( Solo Traveler )
• The average cost for American travelers to visit Norway is $9,754 ( Squaremouth )
• The average daily rate for hotels in the United States was $126.72 in 2017 ( Statista )
• Activities are the third largest segment of travel at $129 Billion ( Phocuswright )
• $220.4 million was spent on lodging in 2017 ( US Travel Association )
• $106.6 million was spent on recreation/amusement in 2017 ( US Travel Association )
• Food plus alcohol take up about 16% of the budget for an American’s international trips, and about 27% of their domestic trips ( Value Penguin )
• Transportation costs make up 54.3% of international trip expenditures and 39.1% on domestic trips ( Reward Expert )
• More than 25% of travel costs go toward food for domestic travel and 16.2% for international travel ( Reward Expert )
• 37% of travelers are very likely to splurge on food and drink experiences ( WYSE Travel Confederation )
• 4% of travelers are likely to splurge on first or business class air fare ( WYSE Travel Confederation )
• 27% of travelers are likely to spend more on events or festivals ( WYSE Travel Confederation )
• 12% of travelers are likely to splurge on guided tours ( WYSE Travel Confederation )
• The typical vacationing U.S. family spends about 44% of their travel funds getting to, from, and around their destinations ( Value Penguin )
• Travelers who book their activities ahead of their trip spend 81% more on transportation than those who wait to book their destination ( Booking.com )
• The average traveler spends about 9% of their vacation budget on entertainment ( Value Penguin )
• 65.3% of Americans say that leisure travel is somewhat of a budget priority for them ( Destiantion Analysts )
• 47% of millennials say cost is a barrier for why they won’t travel ( AARP )
• Millennials are the most likely to go into debt for travel ( Travel Pulse )
• 83% of families will splurge on their travel destination when planning a vacation, 68% on paid attractions, 68% on staying close to their destination, 63% on eating out/food and 63% on the length of their trip ( NYU )
• 62% of families will skimp on souvenirs/shopping when planning a vacation ( NYU )
• 24% of solo travelers spend more than $1,500 for one week of vacation (excluding airfare) ( Solo Traveler World )
• Each overseas traveler spends approximately $4,200 when they visit the U.S. and stays on average 18 nights ( US Travel Association )
• Experience beats expense when it comes to family travel ( Expedia Group )
• Flying coach instead of business saved business travelers $2,975 on average per round-trip flight ( Rocketrip )
• Dropping a hotel star class saved business travelers $54 on average per night ( Rocketrip )
• 42% of Americans paid lodging costs for domestic travel vs. 60% for international travel, as domestic travelers often stay with family and friends ( Value Penguin )
• Staying with friends or family saved business travelers $234 on average per night ( Rocketrip )
• Staying at an Airbnb saved business travelers $110 on average per night ( Rocketrip )
• Taking an early-bird flight saved business travelers $66 on average per round-trip flight ( Rocketrip )
• Taking a low-cost carrier saved business travelers $281 on average per round-trip flight ( Rocketrip )
• Managers saved an average of 15% per trip, $572 per year and took an average of 5 trips per year ( Rocketrip )
• Directors saved an average of 12% per trip, $684 per year and took an average of 6 trips per year ( Rocketrip )
• Vice Presidents saved an average of 11% per trip, $651 per year and took an average of 6 trips per year ( Rocketrip )
• CXOs saved an average of 9% per trip, $1,081 per year, and took an average of 8 trips per year ( Rocketrip )
• 26% of Americans will use their rewards points or miles to fund their next vacation ( Value Penguin )
• Vacation spending is equal to about 2% of the total budgets of all U.S. households annually ( Value Penguin )

Traveler Demographics: A Profile of People Who Travel

• Of travelers who subscribe to travel related paid subscriptions, 62% are male and 38% are female ( Trip Advisor )
• Of American travelers who subscribe to a travel related paid subscription program, 11% are between the ages of 18-24, 26% are 25-34, 22% are 35-44 and 25% are 55+ ( Trip Advisor )
• Millennials are planning to take the most trips of any generation: an average of 4.4 trips in the next 12 months ( MMGY )
• 52% of active leisure travelers are members of at least one hotel loyalty program, and 48% have joined at least one airline loyalty program ( MMGY )
• Millennials are 11-percentage-points more likely to stay at a chain hotel than the general population ( Morning Consult )
• Travelers with an income of less than $50,000 are the least likely to say price is a top priority ( Morning Consult )
• 42% of US Adults who took more than 3 business trips per year pre-pandemic expect to never travel for business again, 14% expect to take a business trip after more than a year, 10% within 7-12 months, 13% within 4-6 months, 13% within 1-3 months and 7% in less than a month ( Morning Consult )
• More employed travelers anticipate taking a blended trip (combining business and leisure travel) in the next year: 40% with an even split between business and leisure, 40% blended primarily business and 44% blended primarily leisure. 41% of travelers anticipate taking a business only trip this year and 76% taking a leisure only trip ( Morning Consult )
• Millennials are the most likely to stay at a hotel in the next 3 months at 39%, followed by boomers (28%), Gen X (23%) and Gen Z (9%) ( Morning Consult )
• 75% of travelers who plan to stay in a hotel in the spring of 2022 are vaccinated and 16% are unvaccinated ( Morning Consult )
• 6% of all US adults will stay in a vacation rental in the next 3 months ( Morning Consult )
• 20% of travelers with travel plans in the next 3 months expect to stay in a vacation rental ( Morning Consult )
• Millennials are the most likely to stay in a vacation rental at 46%, followed by Gen X (17%), boomers (16%) and Gen Z (21%) ( Morning Consult )
• US adults who have imminent travel plans are more likely to want precautions from travel brands ( Morning Consult )
• Travelers predict they will next travel for leisure in 1 month (11%), 1-3 months (22%), 4-6 months (22%), 7-12 months (13%), in more than a year (19%) and never (12%) ( Morning Consult )
• Travelers of all demographics are more comfortable traveling now than they were during the height of the Omicron outbreak, with high income earners and previous travelers reporting feeling the most comfortable ( Morning Consult )
• In March 2022, more than half of US adults said they would travel for leisure in the next 6 months, up 6 percentage points from January 2022 ( Morning Consult )
• Travelers who traveled 3 or more times a year before the pandemic (who are likely to be millennials and high income earners) are the most likely to be planning a trip soon ( Morning Consult )
• US travelers saw a 5-percentage-point increase in confidence (from 50% to 55%)
• German travelers saw a 17-percentage-point increase in confidence (from 46% to 63%)
• UK travelers saw a 13-percentage-point increase in confidence (from 44% to 57%)
• China travelers saw a 10-percentage-point decrease in confidence (from 47% to 37%)
• Japan travelers saw a 6-percentage-point decrease in confidence (from 33%) to 27%)
• 14% of all US adults will travel by plane in the next 3 months ( Morning Consult )
• 41% of people with travel plans in the next three months expect to fly ( Morning Consult )
• Millennials are the most likely to take a flight at 35%, followed by boomers (27%), Gen X (21%) and Gen Z (16%) ( Morning Consult )
• 83% of travelers who plan to fly in spring of 2022 are vaccinated and 11% are unvaccinated ( Morning Consult )
• 77% of US adults have stayed in a hotel or resort, 65% have flown and 27% have taken a cruise ( Morning Consult )
• 51% of business travelers said they traveled for business at least four times a year pre-pandemic compared to 31% during the pandemic ( Morning Consult )
• Millennials are 13% more likely to travel to a destination with cultural or historical significance ( Responsible Travel )
• 20% of all travelers are Millennials, and they take an average 7.4 trips per year. ( Project Time Off )
• The average millennial has planned on roughly 5 trips for 2020. ( CNBC )
• 40% of Millennial travelers will take a vacation with their friends in the next year ( Resonance Consultancy )
• American women rank first in solo traveling and are more likely to take three trips or more in a given year ( Resonance Consultancy )
• 62% of Millennial parents are traveling with kids under the age of 5 ( Resonance Consultancy – D.K. Shifflet & Associates)
• Roughly 35% of Millennial travelers prefer upscale and luxury hotels/resorts ( Resonance Consultancy )
• 25% of families went on a family vacation that was 1-3 nights in duration ( NYU )
• Travelers in the South are more likely to be making plans for a family trip this year (62%) than travelers in the Northeast (35%) ( Travel Agent Central )
• 68% of family travelers will embark on a summer getaway, while 45% are making plans to travel as a family this spring ( Travel Agent Central )
• 80% of families take a vacation during summer ( NYU )
• 42% of families take a spring break vacation ( NYU )
• 24% of families have traveled internationally with their children for multiple days ( NYU)
• 43% of solo travelers travel three or more times in a year ( Solo Traveler World )
•  46% of women traveling solo said they travel alone for freedom, independence, and the chance to do what they want, when they want ( Solo Traveler World )
• 72% of American women are taking solo vacations ( Booking.com )
• Baby Boomers expect to take 4-5 leisure trips in 2023 ( AARP )
• 50% of solo travelers have a university or college degree or diploma ( Solo Traveler )
• 96% of people ages 25-34 are likely to travel independently ( Solo Traveler World )
• 19% of people ages 25-34 have been or are likely to go on a cruise, 9% of ages 35-44 and 41% of ages 65+ ( Solo Traveler World )
• 54% of people ages 35-44 take vacation for adventure ( Solo Traveler World )
• 79% of Americans would consider taking a long distance international trip during winter ( Qantas )
• 58% of Millennials would travel solo and 26% already have ( The Cashlorette )
• 26% of Millennial women have traveled solo before and 27% have not but would consider doing so in the future ( The Cashlorette )
• 49% of millennial's take last minute vacations ( Internet Marketing Inc. )
• 58% of millennials prefer to travel with friends ( Internet Marketing Inc. )
• 50% of families who had paid vacation time did not use all of their vacation days in 2016 ( NYU )
• 21% of families have taken their children to an all-inclusive resort for vacation, 68% on a family road trip, and 68% on a beach vacation ( NYU )
• Women book tours and activities 67% of the time ( TrekkSoft )
• Women are over 10% more likely to take out loans for the sake of taking a vacation ( Bustle )
• Of people who traveled in 2016, 24% were solo travelers, 47% were adults, and 29% were adults with children ( US Travel Association )
• 28% of low income travelers used a train on their last trip ( Trip Advisor )
• 30% of people ages 55+ take a cruise for their vacation ( Trip Advisor )
• Travelers with high incomes are more likely to have taken many different types of trips: adventure travel (33%), music event (31%), other festival (30%), cruise (27%), and skiing/snowboarding (20%) ( Trip Advisor )
• Low income travelers are more likely to have traveled independently (38%) compared to middle (31%) and high income (31%) travelers ( Trip Advisor )
• 35% of solo travelers have post-graduate degrees ( Solo Traveler )

Travel Destinations: Where People Go When They Travel

• Based on searches for lodgings, the following locations are fastest growing in interest for 2023: Edinburg Scotland, Lisbon Portugal, Tokyo Japan, Dublin Ireland, New York USA ( Expedia, 2023 )
• 16% of travelers traveled internationally in April 2023, the highest in years ( Morning Consult, 2023 )
• 1/3 of travelers with leisure trips planned this year will travel internationally, 13 points higher than the same time last year ( Morning Consult, 2023 )
• 78% of travelers with leisure trips planned this year will travel domestically ( Morning Consult, 2023 )
• 48% of leisure travelers research potential destinations, 54% select a destination, 56% arrange transportation to get there and 54% arrange accommodations 3 months or less in advance ( Morning Consult, 2023 )
• 57% of business travelers research potential destinations, 54% select a destination, 64% arrange transportation to get there and 61% arrange accommodations 3 months or less in advance ( Morning Consult, 2023 )
• 68% of people pride themselves on finding lesser-known vacation spots before they become popular ( American Express, 2023 )
• When choosing a destination 52% of travelers trust the recommendations of friends and family most, 44% look to travel providers for inspiration and 33% look to social media ( Expedia, 2023 )
• 51% of consumers plan to travel by air in the next 12 months ( Expedia, 2023 )
• The average trip to the U.S. is 4.5 days, half a day shorter than the previous year ( Hopper, 2023 )
• The average trip to Europe is 16.1 days, which is 1.3 days more than the previous year ( Hopper, 2023 )
• The average trip to Africa and the Mideast is 24.5 days, which is 0.7 days more than the previous year ( Hopper, 2023 )
• The average trip to Asia is 31.4 days, which is 7 days more than the previous year ( Hopper, 2023 )
• The average trip to Oceania is 21 days, which is 1.6 days more than the previous year ( Hopper, 2023 )
• The average trip to South America is 16.4 days, which is 0.4 days more than the previous year ( Hopper, 2023 )
• 1 in 2 consumers are likely to travel internationally in the next 12 months or already have a trip booked ( Expedia, 2023 )
• The top 3 destinations for outdoor enthusiasts because of national parks and natural wonders are: 1. Arenal Volcano National Park, Costa Rica 2. Jim Corbett National Park, India and 3. Serengeti National Park, Tanzania. The top US destination for outdoor enthusiasts is Denali National Park and Preserve, Alaska ( TripAdvisor )
• The top 3 destinations for food lovers because of restaurants and restaurants and foodie experiences are: 1. Rome, Italy 2. London, UK and 3. Paris, France. The top US destination for food lovers is New York City, New York ( TripAdvisor )
• The top 3 destinations for big city lovers are: 1. Dubai, United Arab Emirates 2. London, UK and 3. Rome, Italy. The top US destination for big city lovers is Las Vegas, Nevada ( TripAdvisor )
• The top 3 destinations for sun seekers because of pristine beaches and clear waters are: 1. Cancun, Mexico 2. Bali, Indonesia and 3. Crete, Greece. The top US destination for sun seekers is Oahu, Hawaii ( TripAdvisor )
• The top 3 destinations for skiers are: 1. Zermatt, Switzerland 2. Jackson, Wyoming and 3. Banff, Alberta ( TripAdvisor )
• Secluded mountain / rural escapes and waterfront getaways are the most popular vacation rentals of 2022 ( Evolve )
• Only 15% of travelers booking vacation rentals are headed to urban areas in 2022 ( Evolve )
• 27% of travelers favor international trips despite restrictions still in place ( Evolve )
• There was a 4% rise in international tourist arrivals in 2021 from the previous year, meaning it was still down 72% from pre-pandemic levels ( UNWTO )
• The pace of international tourism recovery has been uneven due to varying degrees of restrictions, vaccination rates and traveler confidence. Europe recovered 19% over 2021 and the Americas recovered 17%, while Asia and the Pacific arrivals fell 65% below 2021 levels ( UNWTO )
• 71% of travelers who plan to stay in a vacation rental are vaccinated and 20% are unvaccinated ( Morning Consult )
• 7 of the 10 fastest growing destinations for spring 2022 (based on YOY growth) are outside the US ( Trip Advisor )
• Paris, London and Rome are the top three trending international travel destinations for spring 2022 ( Trip Advisor )
• Orlando, Florida will welcome the most visitors overall in spring 2022, and Hawaii will see the greatest YOY growth from spring 2021, likely the result of relaxing its travel restrictions ( Trip Advisor )
• The top 5 most popular spring travel destinations are: Orlando, Florida; Las Vegas, Nevada; Cancun, Mexico; Key West, Florida; Miami Beach, Florida ( Trip Advisor )
• The top 5 fastest growing spring travel destinations are: Honolulu, Hawaii; Paris, France; Lahaina, Hawaii; London, United Kingdom; Rome, Italy ( Trip Advisor )
• 65% of leisure travelers did not travel internationally in 2020 ( TripAdvisor )
• 47% of travelers globally say they plan to travel internationally in 2022 ( TripAdvisor )
• 30% of travelers globally say won’t travel internationally in 2022 ( TripAdvisor )
• 11% of travelers have already booked an international trip for 2022 and an additional 17% say they are researching international trips with the intent to book ( TripAdvisor )
• 13% of US travelers have booked an international trip in 2022 ( TripAdvisor )
• Hotel searches for trips in Jan-Apr 2022 are predominantly for domestic locations, while searches for trips in May-Dec 2022 are predominantly for international locations ( TripAdvisor )
• 77% of travelers globally say they will be more likely to travel internationally, and 86% domestically, if they receive the COVID-19 vaccine ( TripAdvisor )
• 34% of US travelers say they are much more likely to take an international trip in 2022 once they’ve received the vaccine ( TripAdvisor )
• 26% of travelers globally, 30% of US travelers, say they will only travel to destinations that require visitors to be vaccinated before travel ( TripAdvisor )
• 64% of people who plan to travel in 2022, plan to take 2+ domestic trips ( TripAdvisor )
• 60% of people who plan to travel in 2022, plan to take local trips ( TripAdvisor )
• In the first week of January, nearly 70% of hotel clickers on Tripadvisor were booking domestic trips ( TripAdvisor )
• Globally, 74% of travelers plan to take at least one domestic trip, and 45% plan at least 2 domestic trips, in 2022 ( TripAdvisor )
• 34% of US travelers are planning at least three domestic trips in 2022 ( TripAdvisor )
• 56% of Americans have taken a staycation recently ( YouGov)
• 2020 Google searches for “staycation” have jumped 45% YoY ( Google )
• AAA estimates Americans will make 700 million car trips from July-Sept 2020 ( AAA )
• Popular hotels are selling out nationwide during the pandemic. ( CNN )
• Post-pandemic “revenge spending” indicates travel will be among the first industries to recover. ( Forbe s)
• Weekly pent-up demand for post-pandemic travel continues to grow . ( TravelPulse )
• Top destinations in 2019 were predicted to be The Turkish Riviera, Egypt, The Peloponnese, Matera, Perth, The Scottish Highlands, St Barths, Arles, Valle de Guadalupe and New Orleans ( CN Traveller )
• The Southeast region of the U.S. (Florida, Georgia, Louisiana) captured the largest share of domestic online searches for vacation lodging at 34% followed by the Far West (Washington, Oregon, California, Nevada) at 23%, the Mideast (New York, New Jersey, Maryland, Delaware, Pennsylvania) at 14%, the Southwest (Arizona, New Mexico, Texas, Oklahoma) at 11%, Great Lakes Region (Wisconsin, Illinois, Indiana, Michigan, Ohio) at 7%, Rocky Mountain Range (Idaho, Utah, Wyoming, Montana, Colorado) at 5%, the Plains Region (North Dakota, South Dakota, Nebraska, Kansas, Minnesota, Iowa, Missouri) at 3% and the New England Region  (Vermont, New Hampshire, Rhode Island, Connecticut, Massachusetts, Maine) at 3% ( US Travel Association )
• Top 10 U.S. destinations for travel agencies in 2018 include: Alaskan Cruises (47.9%), Orlando (38.6%), Las Vegas (35.4%), Maui (30.9%), NYC (27.7%), Honolulu (25.7%), Hawaiian Cruise (16.5%), Miami/Miami Beach (15.5%), Washington D.C. (14.7%), Los Angeles (12.9%) ( Travel Leaders Group )
• Top 10 international travel locations for travel agencies in 2018 include: Caribbean Cruise (34.7%), Cancun (28.3%), Cruise – Europe (River) (23.1%),  Cruise – Europe (Mediterranean) (17.4%), Punta Cana, Dominican Republic (17.2%), Rome (16%), London (15.5%), Amsterdam and Montego Bay, Jamaica (12.6%), Playa del Carmen/Riviera Maya, Mexico (11.4%), and Pairs (11.1%) ( Travel Leaders Group )
• Most popular 2019 destinations for American travelers are Florida (17%), California (11%), New York (5%), Texas (5%), and Las Vegas (5%) ( AARP )
• The top five summer road trip routes are: Las Vegas to National Parks, Northern California and Southern Oregon Coast, Northern New England, Blue Ridge Parkway in North Carolina, and Black Hills in South Dakota ( AAA )
• Top 2019 international destinations include Europe (41%), the Caribbean (20%), and Asia and the Middle East (11%) ( AARP )
• Iceland welcomed 2.2 million foreign travelers in 2017, with 32.9% of arrivals being in the winter months ( Iceland Tourist Board )
• Australia is the number one international destination for solo travel ( Booking.com )
• 38% of Millennial travelers are likely to visit a major metropolitan city in the next year ( Resonance Consultancy )
• 50% of Americans, 89% of Indian people, and 69% of French people have traveled to at least one country of their ancestry ( Forbes 2019 )
• 40% of Millennial travelers are likely to visit a beach resort in the next year ( Resonance Consultancy )
• Traveling to Mexico has dropped from 22% in 2017 to 9% for 2018 ( AARP )
• Travel to the United Kingdom has dropped from 15% in 2017 to 6% for 2018 ( AARP )
• Travel to Canada has dropped from 17% in 2017 to 4% for 2018 ( AARP )
• 7% of millennials, 3% of Gen X and 6% of Baby Boomers expect to travel only to international destinations ( AARP )
• 42% of Millennials, 51% of Gen X, and 51% of Baby Boomers expect to travel only to domestic destinations ( AARP )
• 51% of millennials, 46% of Gen X and 43% of Baby Boomers expect to travel to both domestic and international destinations ( AARP )
• 75% of people travel within the U.S. and farther than a bordering state ( Travel Leaders Group )
• 39.8% of people travel internationally (Canada, Mexico, and/or Caribbean) ( Travel Leaders Group )
• Last year international tourist arrivals worldwide reached 1.4 billion ( Stuff )
• 39.5% of people travel within their home state ( Travel Leaders Group )
• 33.1% of people travel to a bordering state ( Travel Leaders Group )
• 24% of Americans travel internationally (Europe) ( Travel Leaders Group )
• 35% of Americans, are planning to take a vacation of 50 miles or more away from home involving two or more immediate family ( AAA ) 
• 55% of families have taken their children on vacation to Florida, 31% to California, and 26% to New York ( NYU )
• 41% of travelers aged 65+, go on cruises for vacation ( Solo Traveler )
• 43% of families have traveled to a National Park with their children for family vacations ( NYU )
• Road trips represented 22% of vacations taken by American travelers in 2016 ( MMGY Global )
• 53% of traveling families expect to pack up their cars for a road trip this year ( Travel Agent Central )
• 57% of global travelers take a beach vacation ( Trip Advisor )
• 56% of global travelers choose a destination to explore city history ( Trip Advisor )
• 52% of global travelers go on vacation to visit family/friends ( Trip Advisor )
• 26% of global travelers go on vacation to attend an event or festival ( Trip Advisor )
• 25% of U.S. destination selectors say they actively research new trips at least once a month ( Phocuswright )

• 46% of travelers will opt for the travel option with the best customer reviews over the best value ( Expedia, 2023 )
• 61% of travelers named price as a top priority when booking transportation, 49% said a brand’s safety measures, 41% said fare flexibility, 38% said past experience with a brand, 29% said amenities available, 22% said environmental impact ( Morning Consult, 2023 )
• 62% of travelers named price as a top priority when booking accommodations, 48% said a brand’s safety measures, 45% said rate flexibility, 39% said past experience with a brand, 37% said amenities available, 31% said loyalty program perks and 28% said potential to earn/redeem loyalty points ( Morning Consult, 2023 )
• 59% of travelers booked a leisure trip because they want to get away ( Morning Consult, 2023 )
• 52% of travelers booked a leisure trip because they want to visit family or friends ( Morning Consult, 2023 )
• 17% of leisure travelers booked a trip for a special event ( Morning Consult, 2023 )
• 11% of travelers booked a leisure trip because they found a deal they couldn’t pass up ( Morning Consult, 2023 )
• 85% of people plan to take 2+ leisure trips in 2023 ( American Express, 2023 )
• 78% of people see travel as an important budget priority ( American Express, 2023 )
• 74% of people care more about creating a travel experience that meets their expectations than about the cost ( American Express, 2023 )
• 89% of people want to travel to destinations they’ve never visited before ( American Express, 2023 )
• 79% of Gen-Z an millennials would love to participate in “a day in the life of locals” at their travel destinations ( American Express, 2023 )
• 75% of travelers have been inspired by social media to a specific destination, 64% were inspired by TV shows, movies or the news ( American Express, 2023 )
• 48% of travelers want to travel somewhere so they can show off on social media ( American Express, 2023 )
• 47% of travelers are influenced by recommendations from family and friends in choosing travel destinations ( American Express, 2023 )
• 66% of gen-z and millennials get most of their inspiration for what and where to eat while traveling from social media ( American Express, 2023 )
• 2/3 of travelers have considered, and 39% have booked trips to destinations after seeing them on streamed shows or movies ( Expedia, 2023 )
• Globally, 38% of travelers plan to book a hotel with extras like plush toiletries or free breakfast ( Expedia, 2023 )
• On average, travelers first search for their trip 5 weeks before departure, and book 3 weeks before departure ( Hopper, 2023 )
• 40% of travelers start researching with firm destination and dates in mind ( Hopper, 2023 )
• 37% of travelers start researching with flexible destination and dates ( Hopper, 2023 )
• 55% of consumers plan to travel more in 2023 than they did in 2022 ( iSeatz, 2023 )
• 72% of consumers who received personalized recommendations on their booking site report that their loyalty programs deliver what they value most, only 48% of those who receive personalized recommendations through email say the same ( iSeatz, 2023 )
• About 1/3 of travels are likely to choose a destination that is within a drivable distance ( Expedia, 2023 )
• 62% of people prefer to drive when traveling, making it the most popular mode of transportation ( Expedia, 2023 )
• 23% of travelers are seeking a once-in-a-lifetime experience ( Expedia, 2023 )
• 43% of travelers will use virtual reality to inspire destination choices ( Booking.com, 2023 )
• 73% of travelers are more optimistic about travel in 2023 than they were in 2022 ( Booking.com, 2023 )
• 72% of travelers say traveling is still worth it even amidst of global economic and political uncertainty ( Booking.com, 2023 )
• 70% of travelers say they are more likely to choose travel options that are more inclusive, even if they’re more expensive ( Expedia, 2023 )
• U.S. travelers return to booking apps to double check travel prices 33% more often ( Hopper, 2023 )
• On average, travelers allow 30% less travel planning time when researching and booking trips ( Hopper, 2023 )
• 29% of travelers will travel in 2023 related to trips or events that were delayed by the pandemic ( Hopper, 2023 )
• 77% of travelers will tack personal travel onto their work trip ( Hopper, 2023 )
• 57% of travelers prioritize making sure the experience is worth the cost, 51% prioritize cleanliness and safety ( Expedia, 2023 )
• 49% of travelers say they are motivated to travel for physical and mental health benefits, 49% for a change in scenery, 46% want to make up for lost time with friends and family ( Expedia, 2023 )
• 78% of people have made a travel choice based on promotions or ad they felt represented them through messaging or visuals ( Expedia, 2023 )
• 60% of travel businesses have made changes in the last year to increase inclusivity and accessibility, an additional 21% have plans to do so ( Expedia, 2023 )
• 90% of consumers are looking for sustainable options when traveling ( Expedia, 2023 )
• 47% of consumers would never book non-refundable lodging, and 51% would never book non-refundable transportation ( Expedia, 2023 )
• 76% of business travelers plan to extend a work trip for leisure purposes in the next 12 months ( Expedia, 2023 )
• 28% of people plan to take a trip in the next 12 months which will include both remote work and vacation leisure ( Expedia, 2023 )
• 37% of people will travel for business for the reason of meeting and working with customers, 32% for industry conferences and events and 26% for internal team meetings ( Expedia, 2023 )
• The most popular reasons for travel cited by American travelers include: rest and relaxation (51%), escaping day to day life (49%) and visiting family and friends (44%) ( Trip Advisor )
• 34% of travelers would be significantly less likely to travel if scientists determine Omicron is more resistant to current vaccines, 32% if scientists determine Omicron is more easily transmitted ( MMGY )
• Vaccinated travelers are on average more cautious than unvaccinated travelers ( MMGY )
• Business travel sentiment improved in February 2022 to 89% ( US Travel )
• Nearly 9 in 10 companies are planning business travel in the next 90 days (as of Feb 2022) ( US Travel )
• 82% of American travelers are excited to travel in the next 12 months—the highest level since the start of the pandemic ( US Travel )
• 82% of business travel organizations felt their employees were willing to travel in February 2022, up from 54% in January ( US Travel )
• 40% of US travelers want the feeling that they have made the most out of their trip ( Expedia )
• 37% of US travelers admit to being less spontaneous since the onset of COVID-19, but 25% are willing to be more spontaneous and another 26% are aiming to be more flexible this time around ( Expedia )
• 24% of travelers plan to spend less time on their devices and be more present ( Expedia )
• 27% of travelers aim to spend more time at their destination in order to fully experience all it has to offer ( Expedia )
• Makes the trip more fun (46%)
• Less expensive fares because of flexible timing (43%)
• Visit friends and family more often (43%)
• Travel to places you couldn’t otherwise (44%)
• Save on costs because employer covers part (43%)
• Earn more loyalty/rewards points (37%)
• 45% of the blended (business and leisure) trips planned in the next 12 months will be 2-3 days in length, 34% will be 4-6 days, 14% will be 1-2 weeks and only 5% will be longer than 2 weeks ( Morning Consult )
• Fast and free Wi-Fi is the most preferred amenity by travelers for “workcations” ( Morning Consult )
• Travelers over 40 are nearly 4x as likely to book trips longer than 1 week, and 5x as likely to book trips longer than 2 weeks than travelers under 40 ( Evolve )
• 54% of travelers under 40 prefer trips 3-4 nights in length ( Evolve )
• Despite pandemic uncertainty, only 4% of travelers don’t plan to travel in 2022 ( Evolve )
• 50% of travelers cite flexible cancellation/rebooking policies as a top factor in their 2022 travel decisions – much more than the 23% who prioritized cleanliness ( Evolve )
• 80% of travelers are actively moving forward with 2022 travel plans ( Evolve )
• Of travelers with 2022 travel plans, 47% say they won’t consider cancelling until much closer to their trip dates and 32% plan to travel no matter what happens ( Evolve )
• 86% of respondents plan to book a vacation rental in 2022, and another 14% said “maybe” ( Evolve )
• 62% of travelers plan on taking 3 or more trips in 2022 ( Evolve )
• The average trip length will likely be 5-7 nights in 2022, compared to 3.8 nights in 2020 and 2021 ( Evolve )
• 16% of all US adults will stay in a hotel in the next 3 months ( Morning Consult )
• 49% of US adults who have travel plans in the next 3 months expect to stay at a chain hotel ( Morning Consult )
• 53% of Americans plan to travel in the spring of 2022, 39% plan to take 2 or more trips ( Trip Advisor )
• 35% of Americans reported traveling in the winter of 2021 ( Trip Advisor )
• Often a travel business’ loyalty program is worth more than the brand itself. For example, AAdvantage, American Airlines’ passenger loyalty program is valued between $19.5 - $31.5 billion compared to American Airlines which is valued at $6 billion ( Catalyst )
• Travel and hospitality loyalty programs ( Catalyst )
• 80% of travel and hospitality marketers say their organization has a loyalty program ( Catalyst )
• The average tenure of travel and hospitality loyalty programs is 6.5 years ( Catalyst )
• 1/3 of travel and hospitality loyalty programs have undergone a recent refresh ( Catalyst )
• 2/3 of travel and hospitality marketers feel they use loyalty best practices in running their programs ( Catalyst )
• 77% of travel and hospitality loyalty programs offer transactional rewards, such as the ability to earn and redeem points ( Catalyst )
• 69% of travel and hospitality loyalty programs offer member-only discounts ( Catalyst )
• 61% of travel and hospitality loyalty programs offer rewards focused on access and personalization, like priority or exclusive access to the best rooms, seats or amenities ( Catalyst )
• 59% of travel and hospitality loyalty programs offer personalized gift recognizing significant dates, like the member’s birthday ( Catalyst )
• 1/3 of travel and hospitality brands that aren’t leading the industry in loyalty have no loyalty program at all, though 21% of those brands say they will have one in the future ( Catalyst )
• 2/3 of the travel and hospitality industry’s leading loyalty programs use personalization methods, while only 48% of the industry’s non-leading loyalty programs do ( Catalyst )
• 33% of Americans who won’t travel in 2022 say it’s because of possible travel restrictions, 25% because they are concerned about getting exposed to COVID-19 and 20% because enhanced safety precautions would make their trip less enjoyable ( Trip Advisor )
• 70% of Americans use an establishment’s cleanliness as an important factor in travel decision making ( Trip Advisor )
• 63% of American travelers would like to see safety measures at hospitality businesses continue even after COVID-19 cases have dropped worldwide ( Trip Advisor )
• 52% of American travelers believe it’s more important that they spend time researching their travel plans before booking than it was before the pandemic ( Trip Advisor )
• 17% of American travelers subscribe to a travel related paid subscription program, and an additional 23% would be open to joining in the future ( Trip Advisor )
• US travelers would be motivated to join a travel related subscription program with hotel or flight rate deals and special offers/discounts (36%), cash back rewards on travel bookings (36%), hotel perks and special offers like free breakfast, late check outs, etc. (32%) and travel insurance or free airline status upgrades (about 25%) ( Trip Advisor )
• Travelers’ biggest concerns that make them less likely to travel include: concern about others’ behavior (51%), a loved one’s health/safety (48%), concern about how COVID-19 is affecting society (47%), personal health/safety (47%), COVID-19 quarantine requirements (46%), personal financial situation (37%) and expectations to report in-person to job (29%) ( Morning Consult )
• to relax (56%)
• to spend time with friends and family (56%)
• to escape/get away (55%)
• to experience adventure (27%)
• to improve mental health (27%)
• to seek out cultural experiences (19%)
• to check a location off a bucket list (15%)
• to spend time on one’s own (14%
• to attend a specific event (13%
• to experience luxury (9%)
• to improve physical health (8%)
• International traveler’s reasons for leisure travel varied by reason. For example, more German travelers were motivated by relaxation (77%) and more French travelers were motivated by wanting to escape or get away (68%) ( Morning Consult )
• 74% of travelers say they will spend more time choosing a destination this year in 2022 ( TripAdvisor )
• 66% of travelers say they will spend more time reading reviews about destinations in 2022 ( TripAdvisor )
• 72% of travelers say they will spend more time selecting their accommodations in 2022 ( TripAdvisor )
• 70% of travelers say they will spend more time finding things to do at their travel destination in 2022 ( TripAdvisor )
• Is reliable or dependable (85%)
• Has good customer service and is responsive to problems (84%)
• Protects customers’ data, privacy and security (83%)
• They have a good safety record (83%)
• They make me feel secure and safe (83%)
• Consistently delivers on what they promise (82%)
• Is a good value for the price (82%)
• Treats customers well , even in tough times (82%)
• They regularly clean and sanitize (81%)
• Has always treated me well (80%)
• They mistreat passengers’ luggage or personal possessions (86%)
• They have surprise fees (85%)
• You had a bad experience with them or their customer service (85%)
• They do not follow clear safety precautions (85%)
• They had a data breach and your personal information was compromised (85%)
• They are known for not being reliable (84%)
• They do not regularly clean or sanitize (84%)
• 35% of millennials say they have lost trust in a travel or hospitality brand and, as a result, will never use that brand again ( Morning Consult )
• Business travelers (61%) and wealthier Americans (57%) say if they trust a brand, they go out of their way to purchase from them. This is higher than the average among adult travelers (44%) ( Morning Consult )
• 8 of the 10 most trusted travel and hospitality brands are hotels or resorts, with only one airline on the list ( Morning Consult )
• Overall, travelers have a higher net trust in travel brands than they did before the pandemic ( Morning Consult )
• 65% of US adults say they would stop purchasing from a travel brand if it did not follow safety precautions, 62% would stop purchasing if a company failed to regularly clean ( Morning Consult )
• 47% of US adults say they tend to trust travel and hospitality companies by default, only losing trust if the company does something bad ( Morning Consult )
• 32% of US adults say travel and hospitality companies have to earn their trust ( Morning Consult )
• 57% of all US adults say trust is a major factor in deciding on travel brands. Trust is even more important to consumers who are members of airline and hotel rewards programs (64%) and business travelers (64%) ( Morning Consult )
• 85% to see my child excited about the experience
• 82% to relax/reduce stress
• 81% to make memories
• 78% for fun, excitement, and adventure
• 73% to see or do something new
• 72% to see more of the world
• 66% to strengthen relationship with a significant other
• 65% to strengthen bonds with family and friends
• 60% to improve outlook on life
• 55% to learn something new about a place, culture or history
• 40% to continue a family tradition
• 35% to cross off an item on bucket list
• U.S. travelers took 466.2 million domestic trips for business, and 1,779.7 million for leisure ( Statista ). That compares with 458.9 million domestic business trips ( Statista ) and 1,745.5 million domestic trips for leisure purposes ( Statista ) in 2016
• Nearly 74% of domestic trips are for leisure purposes ( US Travel Association )
• International arrivals to the U.S. totaled 79 million in 2019, about half of whom came from overseas ( US Travel Association )
• U.S. residents logged 1.9 billion person‑trips* for leisure purposes and 464.4 million person-trips* for business * Person-trip defined as one person on a trip away from home overnight in paid accommodations or on a day or overnight trip to places 50 miles or more away from home ( US Travel Association )
• U.S. residents logged 463.9 million person‑trips (one person on a trip away from home overnight in paid accommodations or on a day or overnight trip to places 50 miles or more away from home) for business purposes, with 38% for meetings and events ( US Travel Association )
• 42% of people travel to visit friends/relatives, 8% for outdoor recreation purposes, 13% for entertainment/sightseeing, 15% for other pleasure/personal reasons, 3% for conventions/conferences/seminars, 7% for general business purposes and 4% for other reasons  ( US Travel Association )
• 1,000,000 travel-related hashtags are searched weekly. ( Wex )
• 81% of travelers consider it very important for brands to provide personalized experiences to their customers ( Travolution )
• 84% of Millennials and 73% of non-Millennials are likely or very likely to plan a trip based on someone else’s vacation photos or social media updates. ( APM Agency )
• 37% of Millennials have had their holiday destination influenced by social media and 34% have booked a holiday because of content seen on social media. ( WeSwap )
• Leisure travelers ages 18–34 are 2.4x more likely than those ages 35 and over to discover travel destinations via mobile. ( Facebook )
• 89% of Millennials plan travel activities based on content posted by their peers online. ( Entrepreneur )
• 31% of Millennials said that posting holiday pics online is just as important as the holiday itself, and 29% wouldn't choose a holiday destination if they were not able to post on social media while there. ( WeSwap )
• 40% of travelers post activity/attraction reviews on social media after returning home. ( WebFX )
• 42% of Millennials stress about taking the perfect photo for social media during vacation ( Value Penguin )
• Top getaways travelers haven’t done before because they are too afraid, but would love to try include: volunteering trip (39%), gourmet adventure (38%), mystery trip (38%), sabbatical trip (36%), and an ancestry trip to find out about their heritage (36%) ( hospitalitynet )
• 57% of travelers in the U.S. would give up alcohol for a year for a free heritage trip ( Airbnb )
• 35% of travelers take vacations to try local delicacies ( Booking.com )
• 51% of people travel to recharge their batteries when they feel stressed, busy, and tired ( Intrepid Adventure Travel Index )
• 59% of solo travelers said the reason they travel alone is because they want to see more of the world and they’re not willing to wait for others ( Solo Traveler )
• 45% of solo travelers like the freedom to do what they want when they want while traveling ( Solo Traveler )
• 47% of millennials and 40% of generation Z travel to relax and avoid stress ( WYSE Travel Confederation )
• 55% of generation z travel to increase their knowledge ( WYSE Travel Confederation )
• 23% of millennials travel to meet other travelers ( WYSE Travel Confederation )
• 45% of millennials travel to learn more about themselves ( WYSE Travel Confederation )
• 56% of global travelers agree traveling has taught them invaluable life skills ( Booking.com )
• One in two (55%) travelers think the best thing about travel is getting out of their comfort zone ( hospitalitynet )
• 34% of younger millennials travel to find more excitement in life ( Expedia )
• One in five people plan to take health and well-being trips (Yoga and Meditation Retreats, Weight Loss and Fitness Retreats, etc.) in 2018, almost double the amount of people compared to 2017 ( Booking.com )
• 46% of families have taken their children on trips for family reunions ( NYU )
• 95% of family travelers said their priority was keeping their families entertained and happy ( Short Term Rentalz 2019 )
• 89% of family travelers said their priority was deals and value of the vacation ( Short Term Rentalz 2019 )
• 85% of family travelers said their priority was planning travel around school holidays ( Short Term Rentalz 2019
• 85% of families said their priority was was outdoor activities ( Short Term Rentalz 2019 ) 
• 85% of families said their priority was being near major attractions or theme parks ( Short Term Rentals 2019 )
• 49% of families said their main priority when they take a family vacation is to visit new places and explore together, 42% to relax and unwind together, and 6% to be active and outdoors together ( NYU )
• 45% of global travelers start their booking process by deciding on a specific destination ( Trip Advisor )
• 59% of pre-travel research takes place between one and three months before traveling ( Trip Advisor)  
• 86% of travelers use online resources when deciding on their accommodation ( Trip Advisor )
• 73% of travelers use online sources when deciding on their destination ( Trip Advisor )
• 77% of families said that “best value/price for our budget” was the most important factor when deciding where to stay on vacation ( NYU )
• 28% of Millennials trust social media about travel providers over magazines, television and Google and TripAdvisor reviews. ( WeSwap )
• 49% of travelers won’t book a hotel without reviews ( Statistic Brain )
• 25% of families had used a travel agent and 75% hadn't for their family vacations in the past five years ( NYU )
• 59% of families said travel websites (TripAdvisor, Expedia, etc.) were resources they used for information or inspirations for where to go and what to do, 10% said Instagram, 74% said search engines, 51% said travel review websites, 30% said social media, 12% said travel agents, and 8% said blogs  ( NYU )
• 58.2% of travelers used any user-generated content to help plan their leisure travel, 32.5% used reviews from hotel, 29.6% used travel reviews of destinations, 30.8% used reviews of restaurants or activities, 13.5% used travel itinerary or blogs, 33.3% used Facebook and 26.3% used group discount websites ( Destination Analysts )
• 56% of solo travelers said the top factor they look for in a destination is safety ( Travel Agent Central )
• More than 40% of business trips in the past year have included a leisure portion added on ( Expedia Media Solutions )
• 25% of Americans who travel for a business trip will extend the trip for personal travel ( AARP )
• 64% of Millennials prefer booking on travel websites for hotels, 47% prefer booking through specific hotel, resort and airline websites, and 24% prefer to book through travel agents ( Resonance Consultancy )
• 79% of travelers who use a smartphone complete a booking after researching on their smartphones ( Think With Google )
• 65% of hotel bookings were made on the same day as researching on a smartphone ( Statistic Brain )
• 33% of Americans would go on at least one additional summer road trip if gas prices remain low ( AAA )

Travel Activities: What People Do When They Travel

• Nostalgic getaways (88%)
• Blowing the budget (80%)
• Laid back luxe life (78%)
• Getting out of comfort zone (73%)
• Nightlife-centric vacations (72%)
• Adventure backpacking (70%)
• Wilderness survival (67%)
• 29% of travelers are planning a cruise in the next year ( Morning Consult, 2023 )
• 48% of travelers say they trust cruise companies ( Morning Consult, 2023 )
• 83% of travelers want to shop at small businesses when they travel to a new location ( American Express, 2023 )
• 88% of travelers believe that dining and shopping at local small businesses brings a more authentic experience ( American Express, 2023 )
• 81% of travelers most look forward to trying local foods while traveling ( American Express, 2023 )
• 37% of travelers planned an entire trip around visiting a specific restaurant and 35% have planned a trip around attending a food festival ( American Express, 2023 )
• 66% of travelers want their trips to be strictly work-free in 2023 ( Booking.com, 2023 )
• 61% of travelers want to visit a theme park in 2023 ( Booking.com, 2023 )
• 82% of travelers enjoy walking as their favorite activity to stay healthy while walking ( American Express, 2023 )
• 72% of travelers are more focused on self-care than they were a year ago ( American Express, 2023 )
• 57% of travelers plan to take an extended vacation to focus on wellness ( American Express, 2023 )
• 89% of people taking an incentive trip ranked ample time for relaxation as the most important quality of incentive travel ( The IRF, 2023 )
• 52% of credit card loyalty programs offer tours and activities redemption, 37% offer live events redemption, 19% offer dining redemption and 15% offer wellness redemption ( iSeatz, 2023 )
• Increased attendance at live events is the number one driver of increased business travel in 2023, followed by the easing of travel restrictions and the reopening of their own offices ( Deloitte, 2023 )
• 50% of travelers want to experience culture shock in 2023 ( Booking.com, 2023 )
• Half of leisure travelers are at least somewhat interested in taking a cruise in the next 12 months ( MMGY )
• 41% of US travelers are seeking excitement/exhilaration on their next trip ( Expedia )
• 11% of travelers are willing to try daring or high-adrenaline activities ( Expedia )
• 24% of travelers are looking for an unforgettable night out ( Expedia )
• 21% of travelers are most excited to try experiences they would usually never do, like: sleeping under the stars (19%), travelling alone (17%), skinny-dipping (11%) or having a vacation romance (10%) ( Expedia )
• 61% of travelers are most interested in outdoor activities (like hiking, biking and kayaking) and wellness/relaxation experiences ( Evolve )
• Travelers over 40 are more likely to travel with a significant other or multiple generations of family. Travelers under 40 are more likely to travel with a group of friends or solo ( Evolve )
• Seeing new places (75%)
• Having new experiences (71%)
• Going out to restaurants/trying new food (69%)
• Meeting new people (35%)
• 34% of American travelers said it’s more important now than before the pandemic that they choose a destination where they can immerse themselves in “authentic local experiences” ( Trip Advisor )
• 30% of American travelers said it’s more important now than before the pandemic that they pack as many activities into their vacation as possible ( Trip Advisor )
• 34% of American travelers will visit a beach in 2022, 13% will go on shopping trips, 18% will go camping or glamping, 12% are planning a foodie or wine tasting tour and 6% are planning a spa trip or wellness retreat ( Trip Advisor )
• About 20% of travelers worldwide plan to take more guided cultural activities than they did in previous years ( Trip Advisor )
• 30% of American travelers are planning more self-guided cultural activities and 22% are planning more guided cultural activities than they did in previous years ( Trip Advisor )
• 45% of Americans said they’re looking to experience something new and unique on their next trip ( Trip Advisor )
• The top five trending experience categories Americans are booking for spring 2022 include: 4WD, ATV & off-road tours, day trips, cultural tours, snorkeling and wine tasting/winery tours ( Trip Advisor )
• When booking hotels, the top 3 amenities travelers searched for were: pool, bar/lounge and restaurant ( Trip Advisor )
• 44% of travelers are interested in road trips, 39% in beach trips and 30% in shopping trips ( Trip Advisor )
• 72% of travelers are excited to return to amusement parks after the pandemic, 68% to movie theaters, 67% to bars/clubs, 79% to concerts and 74% to sporting events ( Cardify )
• Top leisure travel activities for U.S. domestic travelers: (1) visiting relatives; (2) shopping; (3) visiting friends; (4) fine dining; and (5) rural sightseeing ( US Travel Association )
• 67% of high-income travelers said they would rather spend their vacation money on activities than a nicer hotel room ( Skift )
• Domestic travelers spent 17% of their budgets on recreation/amusement ( US Travel Association )
• 65% of travelers visited art/history museums, 59% aquariums, 56% science museums, 55% theme parks, and 55% zoos in 2017 ( MMGY Global )
• 34% of those who travel want to visit a world famous theme park ( Booking.com )
• 54% of travelers go shopping during their summer vacation, 49% visit historical sights, 49% go swimming or do water sports, 46% go to a park or national park, and 46% go on sightseeing tours ( Statistic Brain )
• 73% of travelers with children have taken their children to theme parks on vacation ( NYU )
• 21% of travelers who use social media for inspiration when researching trips are looking for info on attractions. ( WebFX )
• 11 million Americans take a cruise each year ( Value Penguin )
• Sunset cruise excursions have gone up by 89% in bookings since 2017 ( TripAdvisor )
• Snorkeling activities have gone up by 64% since last year ( TripAdvisor )
• Sailing trips have gone up by 55% within the last year ( TripAdvisor )
• Since 2017, catamaran cruises have gone up by 51% ( TripAdvisor )
• Kayaking and canoeing experiences have gone up by 49% since last year ( TripAdvisor )
• 33% of travelers will visit a spa or receive beauty treatments ( Booking.com )
• 15% of travelers will attend meditation/mindfulness retreats ( Booking.com )
• 73% of travelers aged 25-34, travel to see the top sights ( Solo Traveler )
• 50% of travelers aged 25-34, go to museums while on vacation ( Solo Traveler )
• Those who get tickets to watch athletic events while on vacation pay about $180 annually while those who play sports, like golf, while on vacation, spend about $640 per year ( Value Penguin )
• Average entertainment costs, if incurred by vacationing households: $640 for participant sports, $541 for movies and other admissions, $180 for tickets to sporting events, $250 for other recreation expenses and $250 for other entertainment services ( Value Penguin )
• Travel activities account for 8% of U.S. travel gross bookings and the segment comes in third by size behind hotels and flights ( Phocuswright )
• The U.S. travel activities market totaled $34 billion in 2018, and growth is outpacing the total travel market ( Phocuswright )
• More than three in four activities booked in-destination happened on the day of or day before the activity ( Phocuswright )
• Mobile searches for “things to do/activities” + “near me” have seen a 6X increase over the last two years. ( Think with Google )
• Searches for activities are happening across devices in the three months prior to a trip, but shift significantly to 54% mobile when travelers are in-destination ( Google )
• 35% of travelers have used mobile phones to book a tour or activity while already at a vacation destination ( Skift )
• Travelers tend to book expensive activities more in advance compared to cheaper activities ( Tour Scanner )
• 50% of activity bookings are made less than eight days before consumption. ( Tour Scanner )
• 85% of consumers use their phones to book travel activities, including restaurant reservations and sightseeing tours. ( MDG Advertising )
• It’s predicted that the overall tours and activities segment will grow to $183 billion ( Phocuswright )

• 77% of travel businesses operate a loyalty program ( Expedia, 2023 )
• 44% of consumers belong to a travel loyalty program ( Expedia, 2023 )
• 61% of female and 58% of male travelers now pay more attention to travel discounts offered through loyalty programs than they did before the pandemic ( Booking.com, 2023 )
• Experts predict the number of people participating in incentive travel programs will increase by 48% in 2023 and 61% in 2024 ( The IRF, 2023 )
• 46% of all U.S. adults are members of a travel loyalty/rewards program, with millennials the most likely to be members (56%) ( Morning Consult, 2023 )
• 84% of high-income earners are members of a travel loyalty/rewards program ( Morning Consult, 2023 )
• 61% of travelers plan to redeem points or rewards for travel in the next 6 months, of which 7% plan to redeem in the next month ( Morning Consult, 2023 )
• Special discounted pricing (52%)
• Collecting points to redeem for future purchases (46%)
• Complimentary upgrades/add-ons (42%)
• Exclusive access to amenities and services (34%)
• Prioritized customer service (26%)
• 53% of travelers say it is more important now than it was before the pandemic to stay with providers where they are a loyalty member ( Expedia, 2023 )
• 48% plan to stay at a chain hotel
• 32% plan to stay with family and friends
• 28% plan to stay in a vacation rental
• 55% plan to travel with their own car
• 44% plan to travel by plane
• 21% plan to travel by bus
• 16% plan to travel by train
• Air travel demand in April 2023 rose 10% over April 2022, bringing it to equal April 2019, the last pre-pandemic year ( US Travel Assoc, 2023 )
• Hotel stay demand in April 2023 rose 2% over April 2022, but is still 2% below April 2019 levels, the last pre-pandemic year ( US Travel Assoc, 2023 )
• Overseas arrivals into the U.S. in April 2023 dropped 27% from April 2022, and are still 27% below April 2019 levels, the last pre-pandemic year ( US Travel Assoc, 2023 )
• Globally, 35% of travelers plan to stay in 1- to 3-star hotels in 2023 ( Expedia, 2023 )
• Demand for vacation rental private homes in U.S. western destinations is up by more than 30% ( Expedia, 2023 )
• 43% of travelers say that saving money is what they value most from their loyalty programs ( iSeatz, 2023 )
• 32% of loyalty program providers include travel awards as part of their earning and redemption options ( iSeatz, 2023 )
• 61% of travelers believe their loyalty programs are helping them save money and get more value from travel experiences ( iSeatz, 2023 )
• Loyalty providers reported their top goals for 2023 as increasing membership (59%), boost engagement (59%), increase customer lifetime value (40%), increase participation and total spend through the loyalty program (39%) and introduce new rewards and earn/burn options (39%) ( iSeatz, 2023 )
• 86% of loyalty programs with travel rewards have booking capabilities ( iSeatz, 2023 )
• 29% of loyalty programs with travel booking capabilities describe their program as “state of the art” ( iSeatz, 2023 )
• 25% of consumers dislike that they can’t book all travel options they want in one place with their loyalty program ( iSeatz, 2023 )
• 24% of consumers have a hard time understanding their travel loyalty program’s earning and redemption rules ( iSeatz, 2023 )
• 59% of consumers would engage more with their loyalty program if given deeper discounts, 31% if given more exclusive options, 25% if given a better booking experience and 40% if given a broader selection of rewards ( iSeatz, 2023 )
• 81% of gen z like personalize ads, 57% of millennials do not prefer personalized ads ( iSeatz, 2023 )
• 37% of consumers receive personalized recommendations via their loyalty program booking site ( iSeatz, 2023 )
• 31% of consumers say they would likely use a buy now, pay later option if offered by their travel loyalty program, 27% would likely use price/fare freezing, 16% would use digital wallet acceptance and 5% would use cryptocurrency acceptance ( iSeatz, 2023 )
• 36% of millennials and 44% of gen z would be more likely to book a trip through their loyalty program if the provider contributed a portion to sustainability causes ( iSeatz, 2023 )
• 44% of consumers would be more likely to book sustainable travel options if given a bonus or incentive for doing so ( iSeatz, 2023 )
• 31% of consumers want their travel rewards provider to add buy now, pay later options, with millennials and gen z being the most likely to want this at 53% ( iSeatz, 2023 )
• 63% of loyalty providers believe they are their members’ first choice when booking travel ( iSeatz, 2023 )
• 51% of consumers visit their loyalty program website first when booking travel ( iSeatz, 2023 )
• 20% of travel loyalty program providers say user experience is their biggest challenge ( iSeatz, 2023 )
• 92% of travel loyalty program providers believe they are delivering on their members’ needs, only 52% of members agree ( iSeatz, 2023 )
• 84% of consumers got frustrated by user experience issues when booking travel through their loyalty program ( iSeatz, 2023 )
• 40% of businesses are working to optimize their corporate travel policy to decrease environmental impact ( Deloitte, 2023 )
• 54% of travelers plan to take more trips this year than in 2022 ( Hopper, 2023 )
• 63% of hotel bookings through the Hopper app in 2023 were made for same-day check-in ( Hopper, 2023 )
• 53.6% of travelers are taking more trips in 2023 than previous years, 32.7% are taking the same number of trips and 13.7% are taking fewer trips ( Hopper, 2023 )
• 45% of travelers have some level of travel flexibility because of remote work ( Hopper, 2023 )
• Because of work flexibility, 57% of travelers are traveling more frequently, 30% are traveling more during the school/work week, 26% are traveling for longer and 19% are working and traveling as a digital nomad ( Hopper, 2023 )
• 52% of travel professionals are making changes to their business due to negative customer reviews ( Expedia, 2023 )
• 96% of travel organizations say they offer refundable services or credits, while only 63% say they will continue providing these moving forward ( Expedia, 2023 )
• Only 8% of travel industry professionals say leisure travel is back to pre-pandemic levels, but 63% expect it to return in the next 2 years ( Expedia, 2023 )
• 46% of consumers say travel is more important to them now than it was pre-pandemic ( Expedia, 2023 )
• 79% of consumers plan to take a leisure trip in the next year ( Expedia, 2023 )
• US airlines are projecting 150% as many passengers to fly in 2022 as did in 2021 ( IATA )
• 3.4 billion passengers are projected to fly in 2022, up from 2.3 billion in 2021, but still down from 4.5 billion in 2019 ( IATA )
• In 2022 overall demand for flights is expected to reach 61% of pre-crisis (2019) levels. Capacity is expected to continue to increase faster than demand, reaching 67% of pre-crisis levels for 2022 ( IATA )
• In 2022, demand for domestic flights is expected to reach 93% of pre-crisis (2019) levels ( IATA )
• In 2022, demand for international flights is expected to reach 44% of pre-crisis (2019) levels ( IATA )
• Air travel in January 2022 (measured in RPKs) was up 82.3% compared to January 2021, but down 4.9% compared to the previous month (December 2021) ( IATA )
• January 2022 domestic air travel was up 41.3% compared to January 2021, but down 7.2% compared to December 2021 ( IATA )
• January international air travel was up 165.6% compared to January 2021, but down 2.2% compared to December 2021 ( IATA )
• Hotel demand in January 2022 was 9% below 2021 levels ( US Travel )
• Nearly 1 in 6 job openings in the US are in leisure and hospitality ( US Travel )
• Overseas arrivals fell to 65% below 2019 levels in January 2022 ( US Travel )
• Leisure & hospitality accounts for 61% of all jobs still lost since 2020, and is recovering more slowly than the rest of the economy ( US Travel )
• Of the 10.9 million job openings in the US at the beginning of 2022, roughly one in six, or 1.7 million, were in leisure & hospitality alone ( US Travel )
• 58% of tourism professionals predict a travel rebound in 2022 (mostly in the third quarter) and 42% predict the rebound won’t happen until 2023 ( UNWTO )
• 64% of tourism experts predict international arrivals will return to pre-pandemic levels in 2024 or later ( UNWTO )
• 2020 was the worst year on record for tourism and 2021 the second worst year on record ( UNWTO )
• clean/sanitize common areas (71%)
• clean/sanitize private customer areas (70%)
• publicly share info about COVID-19 protocols (55%)
• allow for physical distancing (49%)
• require employees to wear masks (48%)
• require customers to wear masks (41%)
• use tech to minimize interactions (39%)
• The most popular travel dates for spring 2022 are March 31, March 11 and then March 12 ( Trip Advisor )
• 77% of Americans say they’ll travel within the US between March and May 2022, and 23% plan to travel internationally ( Trip Advisor )
• 78% of US travelers intend to travel during 2022 ( Trip Advisor )
• By the end of 2021, 78% of Americans were ready to travel ( US Travel )
• By the end of 2021, 81% of global business travelers believed their 2022 domestic business travel volume could meet or exceed their pre-pandemic volume ( US Travel )
• There is a 1 in one million risk of an infected passenger transmitting COVID-19 to another passenger flying from the UK to the US ( US Travel )
• International travel restrictions resulted in the loss of more than 1 million American jobs and $150 billion in export income in 2021 ( US Travel )
• In March 2020, international visitations were down 96% compared to March 2019 as a result of pandemic lockdowns on travel ( US Travel )
• In the year 2020, international travel to the US fell by 76% compared to 2019 ( US Travel )
• Prior to the pandemic, direct travel jobs accounted for 6% of the workforce and total travel-supported jobs accounted for 11% ( US Travel )
• In 2020, direct travel jobs accounted for 35% of jobs lost and total travel supported jobs accounted for 65% of jobs lost ( US Travel )
• 62% of travel and hospitality companies offer email support, 46% have Twitter profiles. Only 12% of travel companies are responsive via both email and social support ( Netomi )
• From the travel and hospitality companies that offer support, 70% of emails and 46% of Twitter direct messages are never answered ( Netomi )
• When travel and hospitality companies offer customer support, 97% of email responses do not provide a meaningful answer in the initial email response and 72% of companies don’t provide a relevant response on social media ( Netomi )
• When travel and hospitality companies answer customer inquiries, 57% respond to emails within the first 3 hours, and 22% respond within the first 15 minutes on Twitter ( Netomi )
• Only 11% of travel and hospitality companies show empathy in email responses and 26% don’t show any empathy on social media support ( Netomi )
• The largest travel and hospitality companies (5,000+ employees) were the slowest responders on email, with an average response time of over 27 hours, but the quickest on Twitter, responding to social messages in 5.8 hours, on average ( Netomi )
• 65% of Americans are look forward to traveling again, both internationally and domestically, after COVID-19 restrictions are lifted ( Zapwater )
• 56% of those surveyed said they feel comfortable spending just as much on a trip as they would have before COVID-19 ( Zapwater )
• Post COVID travel priorities include: hotel safety protocols (76%) close proximity to home (23%) and the number of COVID-19 cases in a destination (63%) ( Zapwater )
• Once COID-19 restrictions are lifted, 61% of Americans will plan their first trip to visit family and friends ( Value Penguin )
• Once COID-19 restrictions are lifted, the first states Americans want to visit include Florida (13%), California (12%) and New York (8%) ( Value Penguin )
• 19% plan to spend less on travel due to financial impacts of COVID-19 restrictions, while 15% expect to spend more and 42% expect to spend the same as usual ( Value Penguin )
• 72% of Americans did not take a 2020 summer vacation due to COVID-19 concerns ( Value penguin )
• A third of Americans (50% of parent with children under 18) put off a milestone trip such as an anniversary or graduation celebration in 2020 ( Value penguin )
• In 2020, those with more money were more likely to take a summer vacation: 52% of households earning $100,000 or more, 36% of households earning $75,000 to $99,000 and only 15% of households earning less than $25,000 ( Value penguin )
• 31% of consumers (49% of parents with kids under 18) decided to take a summer staycation in 2020 ( Value penguin )
• 36% of working Americans who took no paid time off in the summer of 2020 reported it was because they had nowhere to travel to ( Value penguin )
• Most families own or lease the vehicles they use for road trips, but about 2% rent a car or truck on vacation and spend an average of $1,223 ( Value Penguin )
• Despite their cultural prominence, only 0.5% of Americans travel via RV (recreational vehicle) ( Value Penguin )
• Travel website cart abandonment rates are 81.6% which is higher than the overall average of 76.8%. ( SaleCycle )
• Booking abandonment rates on hotel websites are 78.3%, with the most common reasons around research and price comparison ( IMPACT )
• Only about 10% of Americans buy a plane ticket in a given quarter ( Value Penguin )
• The U.S. travel market grew 5% in 2018, with gains remaining steady in 2019; by 2022, total gross bookings will have increased to $441 billion ( Phocuswright )
• 66% of bookings were made through supplier websites/mobile apps, and 34% through OTAs ( Phocuswright )
• 90% of travelers now have apps to make their life easier when at their destination with maps, airlines, weather and social media ( Travelport )
• 55% of global travelers report being more determined to make sustainable travel choices than they were a year ago ( Booking.com )
• 73% of global travelers intend to stay at least once in an eco-friendly or green accommodation when looking at the year ahead ( Booking.com )
• 70% of global travelers say they would be more likely to book an accommodation knowing it was eco-friendly, whether they were looking for a sustainable stay or not ( Booking.com )
• More than 60% of travelers would consider an impulse trip based on a good hotel or flight deal ( Think With Google )
• Booking.com found that 80% of customers prefer mobile booking to get the information that they need ( TechRadar )
• For those going abroad, 31% have booked their 2019 trips by September of 2018 ( AARP )
• 72% of all mobile bookings made by travelers happened within a 48-hour window prior to booking ( Sojern )
• 38% of all mobile bookings are made on the same day or two days before a trip ( PhocusWright )
• 53% of all mobile bookings are made within a week of a trip ( PhocusWright )
• Only 19% of all mobile bookings are made more than a month in advance ( PhocusWright )
• 32% of solo travelers start planning 6 months before departure ( Solo Traveler )
• 33% of solo travelers start planning 3 months or less before departure ( Solo Traveler )
• 40% of global travelers choose to stay in eco-friendly places to help reduce environmental impact, 34% to have a locally relevant experience, and 33% to feel good about an accommodation choice ( Booking.com )
• Plane and car are preferred modes of transport for family travel, with 52% selecting their mode of transport by the fastest option, and 34% based on lowest cost ( Expedia Group )
• The primary mode of transportation for domestic and international travel are: plane (66% domestic & 87% international), cruises (5% domestic & 35% international), train (6% domestic & 16% international), rental car (24% domestic & 14% international), personal car (60% domestic & 13% international), and buses (2% domestic & 10% international) ( AARP )
• 6% of travelers end up paying for local transportation, like taxis, as part of their yearly vacation budget ( Value Penguin )
• About 6% of families travel by train, bus or ship on vacation ( Value Penguin )
• 61% of families stay in a hotel while on vacation with children and 22% stay in a resort ( NYU )
• 37% of travelers go on road trips on Independence Day, 29% on Memorial Day, and 27% on Labor Day ( Statistic Brain )
• Airbnb had 80 million bookings by guests in ( Resonance Consultancy )
• 26% of ages 18-34 used a train during their vacation ( Trip Advisor )
• 88% of travelers have already selected their domestic travel destination for 2019 ( AARP ) 
• More Millennial's than Baby Boomers will use all of their vacation time (77% versus 62%) ( AARP )
• There are 705 million total unused vacation days annually ( U.S. Travel Association )
• 52% of American employees have unused vacation time ( U.S. Travel Association )
• Americans took an average 17.2 vacations in 2017 ( U.S. Travel Association )
• 212 million vacation days get forfeited annually ( U.S. Travel Association )
• Millennial's are more likely to bring work with them on trips than Baby Boomers (78% versus 59%) ( AARP )
• 82% of millennials consider travel reviews important ( Internet Marketing Inc. )
• The proportion of mobile bookings increased between 2017 and 2018, from 51.5% to 56.7% ( TrekkSoft )
• 51% of US travelers said that once they decided to go on a trip, they would spend less than one week researching flights ( Facebook IQ )
• 54% of family travelers prefer taking a plane for transportation to their destination and 47% prefer cars ( Short Term Rentalz 2019 )
• 60% of family travelers prefer hotels for accommodation, 21% prefer resorts, and 17% prefer to stay with family and friends ( Short Term Rentalz 2019 )
• Hotels and flights are booked in advance of 12 weeks and within the 3 months prior to the trip date ( Google )
• 48% of experiences are booked once travelers arrive at their destination ( Google 2019 )
• Gen Alpha (those born after 2010) is showing more signs of influencing family travel decisions and planning ( Short Term Rentalz )
• On average globally, travelers with Gen Alphas are taking more than three family trips a year ( Expedia Group )
• Online will account for the lion’s share of travel sales at 52%, with mobile sales representing a quarter of all travel bookings ( Euromonitor International )
• International arrivals are expected to amount o 1.8 billion trips by 2024, and domestic tourism is expected to reach 19 billion ( Euromonitor International )
• 74% of consumers say experiencing things in the real world was a priority for them in 2019, with Baby Boomers being the most experiential and Gen Z being less so by 15% ( Euromonitor International )
• 43% of global consumers say they prioritize experiences over things, while 78% value real world experiences in 2019 ( Euromonitor International )
• Where the average employee is taking 17.2 days of vacation, 47% of that time - just eight days - is used for travel ( U.S. Travel Association )
• 23% of employees said they used none of their time off to travel ( U.S. Travel Association )
• 84% of employees say it is important to them they use their time off to travel ( U.S. Travel Association )
• The average Millennial takes 14.5 days off, 7.1 of which are used to travel ( U.S. Travel Association )
• Gen X uses 17.9 of their days off and dedicates 8.2 of those for travel ( U.S. Travel Association )
• Boomers take the most days off work at 19.8 and spend 9 days on travel vacations ( U.S. Travel Association )
• 48% of Americans don’t use a majority of their vacation time for travel ( U.S. Travel Association )
• Mega-travelers are happier with how they spend their paid time off compared to homebodies (76% to 48%) ( U.S. Travel Association )
• When it comes to happiness with physical health and well-being, there is a 22% gap (61% to 39%) between mega-travelers and homebodies ( U.S. Travel Association )
• 4 in 10 Americans fear flying, and 16% avoid it together ( Value Penguin )
• 59% of mega-travelers report being happy with their company, compared to 46% of homebodies ( U.S. Travel Association )
• 57% of mega-travelers reported being happy with their job compared to 46% of homebodies ( U.S. Travel Association )
• 52% of mega-travelers reported receiving a promotion in the last two years compared with 44% of Americans who use some or little to none of their time to travel ( U.S. Travel Association )

Got Travelers of Your Own?

We at Access Development know a thing or two about wholesale travel benefits and the white-label travel platforms used to increase member engagement. Contact us and learn about our private travel network for groups and organizations. Whether it's deep discounts or cash-back travel rewards of up to 50% on hotel bookings, car rentals, theme park tickets and more, Access has the platform you need to offer your travelers unparalleled worldwide value. 

Topics: Customer Engagement , Customer Incentives , Member Benefits , Travel , value enhancement , travel club incentives , tourism statistics , vacation statistics , business travel statistics , travel statistics

Written by: Andrew Graft

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U.S. Traveler Profile and Key Statistics

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Report Overview

Skift Research has conducted an analysis of travel data provided by multiple government agencies and our own proprietary estimates to create a profile of the American leisure travel consumer that includes spending estimates and key stats that businesses need to understand.

We are able to answer questions like how many Americans travel and what does a typical American spend on travel in a given year? Further, we break the answer to these questions down by a number of important demographic factors such as income, education, family type, age, residential area, and race.

In this report, travel spending is grouped into four top-level categories (transportation, lodging, food and drink, and entertainment) as well as several subcategories which are contextualized relative to each other, relative to general year-round consumer spending, and as average household spends. Travel spending is also presented in a historical context with data spanning the time frame from 1997–2017.

This report closes with profiles of international trips taken by Americans. This includes frequency of international travel, trip planning tools used and timing, top overseas destinations and how they have changed over time, and preferred activities while in-destination.

Taken together, Skift Research aims to provide travel executives with the key statistics they can use to better understand, and ultimately to drive more business with, American consumers.

What You'll Learn From This Report

• The number of Americans who travel each year and how participation rates vary by demographics
• Detailed American consumer spending on travel in aggregate and per household, cross-tabbed by income, education, family type, age, residential area, and race
• Travel spending broken down by categories. Top-level groupings are transportation, lodging, food and drink, and entertainment
• Historical time series data on travel spending from 1996–2017
• Profiles of overseas trips taken by Americans including frequency of travel, trip planning process and timing, overseas destinations, and in-destination activities

Key Takeaways on American Travelers

• Travel participation skews towards wealthy, educated: We estimate that 56% of American households traveled in 2017, slightly below estimates from other sources. We believe that this reflects the broader scope and the larger sample size of the survey that our analysis is primarily based on. Travel is, at the end of the day, still a privilege afforded to many of us by our incomes, education, and other factors. We should appreciate that and enjoy it as such.
• American consumers spend an average of $6,630 per household on travel in 2017: Overall the mean American household income is $63k a year, but those that traveled at least once in 2017 made, on average, $93k a year. Those that traveled spent about 8% of their overall annual expenses toward trips. On an individual basis, the average American traveler spend in 2017 was $2,618.
• Demographics matter for travel spend: Of households that make over $120,000, 91% travel and those that do spend an average of $9,060 on travel annually. Married couples with no children travel at a rate of 71% and spend an average of $8,144 per household. Single people are more hit or miss, only 44% travel, but those that do spend $4,346 per person; the highest per person spending rate of any other demographic studied.
• In aggregate, American consumers spent $480bn on travel in 2017: Transportation and Lodging account for 2/3 of those travel expenses. After getting these core logistics out of the way, American consumers would go on to spend $95bn on restaurants, cafes, and bars. In fact, 12% of all American consumer spending on restaurants and bars by Americans (including spend by those that do not travel) happens while traveling.
• 20+ years of American travel spending reveals shift to experiences over things: The Great Recession seems to have triggered a reprioritization of travel in the mind of the U.S. consumer. From 1997–2007, travel expenses were shrinking as a share of overall American budgets. It’s only in this most recent decade that we have seen travel grow as a share of wallet for the overall U.S. consumer. Effectively all of the real growth in travel spending above pre-recession levels has come since 2014.
• American international travel rapidly growing: Americans took 93 million international trips in 2018, part of a steadily growing preference for exploring abroad — international trips have grown from 60.7 million trips in 2012, a 7.4% compound annual growth.
• A lot of thought goes into planning long-haul vacations: Americans reported deciding to take their vacations 111 days in advance, on average, in 2017, up from 105 days in 2012. After deciding on which trip to take, most Americans then spend the next month planning and comparison shopping and book airline reservations 79 days in advance of departure.
• Americans getting outdoors more: A growing share of Americans abroad take guided tours and/or visit national parks. In exchange, we are seeing declines in those going nightclubbing and gambling. Taken together, these seem to suggest a shift in preference towards going outdoors more and away from “hedonistic” activities.

Profiles of American Travelers

How many Americans travel and what does a typical American traveler spend on travel in a given year?

To answer these questions, Skift Research has conducted a proprietary analysis of the Bureau of Labor Statistics’ Consumer Expenditure Survey (CEX), combined with other data sources, to generate estimates of travel expenditures and the rate of travel by U.S. households. The data is for 2017, the latest available year; however, we believe that many of the ratios and averages derived from this data can be applied in 2019.

We believe that incorporating CEX data paints a more accurate portrait of the U.S. traveler, given its scope and sample size — approximately 7,000 individuals each quarter (28,000+ unique individuals a year). That means we are working from a sample size an order of magnitude larger than most commercial surveys which typically encompass one to three thousand individuals. This helps insulate the CEX survey from the fallacy of the “ law of small numbers ” whereby laypeople and researchers alike draw overly confident conclusions from insufficiently large populations.

Another strength of incorporating CEX survey results is that interview responses are collected primarily by Census Bureau workers during personal home visits, supplemented by some telephone interviewing. In contrast, most commercial surveys are conducted by internet or phone polls (with internet polls growing significantly in popularity over recent years). While useful, these methods of polling may introduce unintentional biases, such as excluding those with lower income or education levels, the elderly, and rural populations, all of which are less likely to respond to internet polling.

We believe the utilization of CEX data gives us a more inclusive view into these easily overlooked corners of America and helps us to more accurately fit those Americans that travel and their trip expenditures in the broader context the country.

Importantly, the survey asks consumers to report only their direct expenses, so our analysis excludes trips directly paid for by a business or government, received as a gift, or funded by some other means. That makes our data a good proxy for American consumer spending on leisure travel but not business travel.

How Many Americans Travel Every Year?

So how Americans traveled in 2017? You may find that this is a surprisingly difficult question to answer.

Many data providers, including both private and governmental sources, only report the number of trips taken, not a count of how many unique Americans travel in a given year. We do not deny that trip volume is an important metric for travel businesses and we include information about it later on in this report. But it is skewed by a small pool of high-frequency travelers and hides a stark difference in travel participation rates (i.e. the percent of those in a certain demographic that traveled in a given year).

Our analysis indicates that 72 million households, containing 181 million Americans, spent money on travel in 2017, a participation rate of 56% of the total U.S. population.

This was a bit surprising to us at first, as it falls outside the conventional wisdom that pegs American travel participation rates at 60–80%. To wit, a 2017 Gallup poll of 1,000 persons which reported that 62% of adults took a vacation away from home in the past year, as well as the results of previous Skift Research travel consumer polls which show 70–80%+ participation.

It should also be considered that the CEX survey excludes indirect expenses, so the overall American travel participation rate, inclusive of business and government trips is likely higher. Also not counted in this figure are trips where no expenses are incurred. It is also possible that survey respondents are under-reporting their true incidence of travel and related travel expenses.

Nonetheless, we should seriously consider the possibility that the conventional wisdom, being based primarily on internet, and to a lesser extent phone, polling is systematically overcounting travelers.

For instance, the Census Bureau estimates that just over 80% of households have at least a broadband internet subscription. And while that is a clear majority, the few Americans that do not have internet access skew predominantly lower income, lower education levels, rural, and older. As our analysis below shows, those are all prime indicators of a below national average travel participation rate.

Exhibit 1: Participation in travel varies greatly within the U.S., 2017

If you are playing along at home and trying to picture how many Americans travel, it is likely that you are basing your estimate, subconsciously or not, off your family, friends, and colleagues. But how typical are they of the overall country, really? Just 1/3 of Americans have completed a bachelor’s degree or higher and half of households make under $60,000 a year. We suspect that the profile many of our readers hold in their heads skews closer to the upper-echelon of American households than they realize.

Travel is, at the end of the day, still a privilege afforded to many of us by our incomes, education, and other factors. We should appreciate that and enjoy it as such.

Aggregate U.S. Consumer Spending on Travel

Skift Research estimates that American consumers spent an aggregate of $480 billion on travel in 2017.

Our estimates represent direct spending by U.S. consumers on travel goods and services on both domestic and international trips. Importantly these figures exclude spending by business, governments, and non-residents. Direct U.S. consumer spending on travel is an important metric, but readers should be aware of these limitations. Further, our figures do not represent industry estimates as the U.S. travel industry also generates revenues from businesses, non-residents, and governments.

$480 billion is a top-level figure, but how exactly do those dollars get divided up? The figure below provides a detailed allocation of trip costs by category.

The single largest type of travel expense in the U.S. is transportation. Americans spent nearly $205bn on transportation for out-of-town trips in 2017, representing 43% of total travel expenditures. A majority of that is the cost of airfare, on which American consumers spend an estimated $110bn, a quarter of total trip costs (again, this excludes businesses and non-residents). Vehicle rentals are the next largest transportation-related expense for for consumers at approximately $37bn. Also, the American road trip appears to be alive as well, with gas and oil expenses from self-driven travel the third-most prominent transportation expense, at $27bn in total.

Exhibit 2: Allocation of Trip Costs by Expense Category, 2017

Naturally, lodging is also a major travel expense, coming in at an aggregate of $123bn spent by U.S. consumers in 2017. Along with transportation, the core logistics of how to get where you are going and where to stay once you get there account for 2/3 of all travel expenses. That means, most Americans devote the remaining 1/3 of their travel budgets to leisure.

The largest of these expenses is dining out, and American consumers spent $95bn in 2017 on restaurants, cafes, and bars while traveling, 20% of total trip expenses. The other leisure category is entertainment, which represented $43 billion of spend that year. This includes spending on tickets to shows, sporting events, and other recreational expenses.

Travel as a Share of American Household Spending

Certain expenses, like airfare and lodging, are by definition only incurred while traveling. But other expenses can pop up both while on a trip and in day-to-day life.

To understand how U.S. consumer spending on these items is budgeted towards travel in aggregate, we calculated the year-round amount that all Americans spend on certain categories and compared that figure to the amount spent on that same category while traveling for 2017. This gives us a travel ratio for each spending category, i.e., How much of any given expense’s annual budget is spent on travel. It should be noted that these travel ratios compare travel spending to spending within that category from all Americans in the U.S. economy, including those that do not travel.

For instance, 12% of cumulative Americans’ annual restaurant budget is spent while on a trip — even after including restaurant spending by consumers that did not travel. In sharp contrast to just 1% of their annual grocery budgets. Local transportation can be a major pain point with nearly a fifth of total U.S. household spending on taxis, buses, and subways being incurred while on a trip. This likely reflects the fact that most Americans have a car or regular commuter plan for daily travel, but need to splurge on taxis while on vacation.

Also notable is that a quarter of all U.S. consumption on tickets and other fee admissions to events happen while traveling. This is despite it having one of the smallest shares of total travel costs, just 8% of total trip expenses. This is partially because necessities like food, rent, and healthcare dominate American budgets. It likely also reflects an increased willingness to travel to ‘destination’ events for concerts, festivals, or sporting playoffs.

Exhibit 3: The Travel Ratio for Expenses Incurred on a Trip, 2017

Travel Spending per Household

U.S. households that traveled spent $6,630 on trips in 2017, budgeting about 7% of their income and 8% of their overall annual expenses toward trips.

U.S. households that traveled are wealthier on average than their non-traveling peers. Overall the mean American household income is $63k a year, but those that traveled at least once made, on average, $93k a year, 45% more.

The base unit for the analysis is the household, but it should be noted that both the broad U.S. household and the traveling household has an average of 2.5 members. This means that on an individual basis, the average travel spend in 2017 was $2,618.

Exhibit 4: Profile of the Average American Traveling Household, 2017

Travel Breakdown by Category

We further break this high-level average down into specific travel spending categories. Note that the figures below reflect averages only for households that reported a given expense. As not all households participated in every expense category, they will not sum up to total average.

The most expensive travel category for most is airfares. Households that flew spent an average of $3,839 on air tickets in 2017. That is followed by lodging, with American households spending an average of $3,037 on hotels, motels, and other places to stay in 2017.

Once in-destination Americans like to eat out, on average spending $1,482 per household at restaurants while traveling. Entertainment is the smallest category, but still notable at $1,319 per household.

Exhibit 5: Average Spending on Specific Travel Related Categories for U.S. Traveling Households, 2017

Travel Breakdown by Demographics

These nation-wide averages hide significant differences between consumers. To explore underlying trends, Skift Research broke down U.S. traveler spending by household demographics. We report out mean trip expenditures per household as well as per person to account for differences in household size. We also give a distribution of aggregate households and travel spending for each crosstab so as to better understand which types of individuals under- or over-index on travel spending.

Household income is probably the single most important predictor of travel spending and the cross-tab where we see the greatest range of possible household travel spending. Households making less than $30,000 a year dramatically under-index on travel spending. These households spent on average $4,882 on travel in 2017, 26% below the nation-wide average. Those making under $60,000 a year also under-indexed on travel spend, though to a lesser extent.

On the other hand, wealthier households, especially those making more than $120,000 a year significantly over-index on travel spending. They account for 40% of all U.S. consumer spending on travel while making up just 14% of households. At the upper end of this spectrum, households making $150,000+ have an average travel spend of $11,650, 76% above the national average.

Given the out-sized impact of affluent travelers, Skift Research conducts an annual survey digging into the details of this demographic’s travel habits. Please see our third annual, Affluent Traveler Trends , for more details.

Exhibit 6: Average Travel Spending for U.S. Traveling Households and Individuals by Income, 2017

Education is another important determinant of travel spending. This is unsurprising as an individual’s highest level of educational attainment is often linked to their incomes. Americans with a bachelor’s degree or higher accounting for the majority of consumer travel spending (63%) while making up 35% of the population.

Exhibit 7: Average Travel Spending for U.S. Traveling Households and Individuals by Education, 2017

Household Type

Family type matters a great deal in household spending on travel. It comes as no surprise to any parent that traveling with kids is expensive, and married couples with children spent $7,919 on average on travel. Despite making up 16% of households, these families control 23% of total travel spending.

Given the different household structures and family sizes at play here, it makes sense to adjust for household size when analyzing average spend. With that adjustment, single households (individuals who are unmarried and have no children) stand out: while they control a smaller absolute share of overall travel expenditures, they spend more on themselves on a per capita basis than any other household type.

Married couples without children split the difference here and appear to be a sweet spot for travel. Some of these families fall into the “DINKs” category — double income, no kids. They account for the greatest share of direct consumer travel spending out of any form of household in the U.S., controlling 36% of spend while making up 23% of the population landscape. Married families with no children spend slightly less per person than single folks do, but this seems mainly due to economies of scale — e.g., the ability to split a hotel room — than out of any impulse to scrimp.

Exhibit 8: Average Travel Spending for U.S. Traveling Households and Individuals by Family Type, 2017

Diving deeper into family travel, we look at how many children live at home and the impact they have on travel. As mentioned above, traveling with kids costs money, and household expenditure on travel per household grows alongside the number of children at home.

There is, however, a point of diminishing returns. And once a family grows to over five children, travel spending drops precipitously. At a certain point, it’s just too much work and too cost prohibitive for most of those families to travel extensively.

Adjusting for household size shows that households with no children to look after still spend the most per person. We believe that this is due to packaged deals and other scale savings that larger families can take advantage of, as well as to the additional disposable income that many of these no-kid families have to spend on travel.

Exhibit 9: Average Travel Spending for U.S. Traveling Households and Individuals by Number of Children, 2017

Americans aged 35–64 are, on average, the biggest travelers. These households spend the most on travel and over-index relative to their representation within the U.S. population. This makes sense as individuals within this age range are more likely to be at or near their peak earnings potential as well as more likely to be married and have a family — all of which are strong indicators of high travel spend as described above.

Younger Americans under the age of 34 spend below average amounts on travel as they are likely to be earlier in their careers and to make less money.

On the other end of the spectrum, older American’s 65+ spend near the top in terms of travel per household and the absolute highest for travel per person. But this group of Americans actually under-indexes in terms of aggregate travel expenses relative to their share of the population. In our view, this likely reflects the fact that while they may have the most money to spend per person, there are also many elderly households that face physical/medical or financial barriers to travel.

Exhibit 10: Average Travel Spending for U.S. Traveling Households and Individuals by Age, 2017

Residential Area

Cities are home to the biggest spenders on travel. American households located in counties with populations of 1.2mn or more account for nearly 2/3 of overall travel spending. Those from smaller statistical areas with 330k people or less, spend even less on travel than you would predict based on their share of U.S. households.

Exhibit 11: Average Travel Spending for U.S. Traveling Households and Individuals by Residential Area, 2017

The economic divide along racial lines is reflected in travel spending among U.S households. White Americans account for a majority of travel spending in the U.S. and over-index relative to their share of households. Asian Americans spend the most on both a per-household and per-person basis. Spending on travel by Black Americans is below the national average and under-indexes relative to their share of households.

Exhibit 12: Average Travel Spending for U.S. Traveling Households and Individuals by Race, 2017

Changes in U.S. Consumer Travel Spending Over Time

Skift Research was able to reconstruct American household spending on travel over time for the last 21 years. This long-dated time series is able to reveal a number of unique trends. American household spending on travel has grown from $242bn in 1996 to $480bn today, a 3.3% compound annual growth rate over the last 21 years.

Exhibit 13: Twenty-One Years of U.S. Consumer Spending on Travel

Perhaps most interesting is how travel spending has accelerated after the ‘08/’09 financial crisis. This becomes even more clear when we examine annual growth rates of travel expenses compared to total expenses.

For the 10-year time frame spanning from 1997–2007, travel expenses grew 3.4% a year on average, while overall U.S. spending grew 4.9% a year. This means that travel was shrinking as a share of overall American budgets during this period.

Then the Great Recession hit and, as expected, travel spending plummeted far faster than overall expenses. Travel is a discretionary item after all, that can be cut much sooner and easier than, say, rent. Travel spending fell -10% in 2009 while overall budgets were reduced by -2.7%.

But coming out of the Great Recession there seems to have been a reprioritization of travel in the mind of the U.S. consumer, in line with a broader shift towards favoring experiences over things. And from 2010–2017 American households have increased spending by 6.1% a year on average versus just 3.5% for total expenditures. It’s only in this most recent decade that we have seen travel grow as a share of wallet for the overall U.S. consumer.

Exhibit 14: Spending on Travel Growing Faster Than Overall American Expenditures Since the Financial Crisis, a Reversal of Prior Trend

This shift in consumer behavior can also be seen if we adjust for inflation, which has run around 2% a year for the last 20 years. After adjusting for this, U.S. consumer spending on travel was $377bn in 1996.

The most striking thing about this chart is that, after adjusting for purchasing power, real spending on travel decreased from 1996–2003.

Exhibit 15: Twenty-One Years of U.S. Consumer Spending on Travel in Real Terms

Trip spending grew in the 2004–2007 boom years, but was quickly undone by the financial crisis. Here, the post-recession travel bump becomes even more clear. Effectively all of the real growth in travel spending above pre-recession levels has come since 2014.

The recent past looms large in our minds. It’s a cognitive bias that many of us hold that gives greater priority to the present, but we should not be fooled into believing that the past has always been this good for the travel industry. It also means that we should not take our current good fortune for granted, and that the industry must work hard to maintain its performance.

American International Trip Profiles

The next sections turn to profiles of international trips (not unique travelers) taken by Americans, primarily leisure trips. The data is collected by the U.S. Travel and Tourism Office (NTTO) based on the U.S. Department of Homeland Security Advanced Passenger Information System (APIS — formerly DHS I-92) and the Survey of International Air Travelers (SIAT). The data covers the time period from 2012–2018.

Frequency of International Travel

Americans took 93 million international trips in 2018, part of a steadily growing preference for exploring abroad — international trips have grown from 60.7 million trips in 2012, a 7.4% compound annual growth.

Canada and Mexico are still the most popular destinations, accounting for 55% of international trips in 2018, and of these three groupings (travel overseas, to Canada, and to Mexico) Mexico is the fastest growing destination.

Exhibit 16: U.S. Resident International Trips, Millions, 2012–2018

Mexico and Canada are worth splitting off from all other overseas destinations for two reasons. Firstly, these are the only two countries that the U.S. shares a land border with and the relatively short distance makes traveling to these two countries resemble domestic travel in some key areas. Secondly, they are two of the U.S.’s largest trading partners (in fact its top two largest export markets) and many U.S. businesses have complex supply chains that run through these nations.

Focusing on just non-Canada and non-Mexico international trips, what the NTTO refers to as overseas travel, lets us reduce some of this noise and better isolate leisure trips. 86% of overseas trips (which going forward will exclude Canada and Mexico) were for leisure purposes in 2017, the last year for which data is available, up from 81% in 2012.

Exhibit 17: U.S. Resident Overseas (ex-Canada & Mexico) Trips by Purpose, Millions, 2012–2017

U.S. Overseas Leisure Trip Planning

A lot of thought goes into planning long-haul vacations. Americans reported deciding to take their vacations 111 days in advance, on average, in 2017, up from 105 days in 2012. After deciding on which trip to take, most Americans then spend the next month planning and comparison shopping. On average, they finally pull the trigger on booking an airline reservation for their trips 79 days in advance of departure. More than half (55%) will have booked some form of lodging in advance as well. A small, but notable, share of trips, 12% in 2017, were booked as prepaid packages.

Exhibit 18: U.S. Resident Overseas (ex-Canada & Mexico) Leisure Trip Planning Characteristics, 2012 versus 2017

Part of the reason for such lengthy deliberation is that these are generally long trips. The average length of time spent outside of the U.S. on a leisure trip in 2017 was 15.6 days. More than half of international leisure trips were longer than 10 days.

While this is still quite lengthy, it is worth noting that the average trip length is declining, down from 16.9 days in 2012.

Exhibit 19: U.S. Resident Overseas (ex-Canada & Mexico) Leisure Trip Length of Trip, 2012 versus 2017

The most common channel for booking air tickets when planning overseas leisure travel is direct with the airline. 41% of trips were booked this way in 2017, up from 38% in 2012. The next most popular channel is through internet booking services, also growing share to 35% of trips in 2017 from 31% in 2012.

The gain in the booking share of these two channels has come at the expense of traditional, offline travel agencies. Though still a popular method for booking air tickets, travel agencies saw their share of trips decline to 16% in 2017 from 23% in 2012.

Exhibit 20: U.S. Resident Overseas (ex-Canada & Mexico) Means of Booking Leisure Airfare, 2012 versus 2017

Americans use a greater diversity of channels when booking lodging compared to airfare. Interestingly, the most popular channel in 2017 for lodging reservations was internet booking services, used in 21% of trips versus 20% booked direct.

Said another way, hotels have a 15 percentage point lower share of customers booking directly compared to airlines. This might help explain why online travel agencies are able to charge higher commissions on hotels versus airlines ; hotels find it harder to drive direct bookings and have a greater reliance on third parties.

Exhibit 21: U.S. Resident Overseas (ex-Canada & Mexico) Means of Booking Leisure Lodging, 2012 versus 2017

Another noteworthy difference between leisure booking patterns for airlines versus lodging is regarding traditional travel agents. Offline travel agents are more than twice as prominent a channel for airfare as they are for lodging (16% vs. 7%). This speaks to the complicated, love-hate relationship that airlines have with the global distribution systems that connect them to a wide network of travel agents.

Most American travelers are planning these vacations for themselves; solo travel is the most popular type of overseas leisure trip. But its popularity is decreasing somewhat. The share of those traveling alone fell to 57% of trips in 2017 from 59% in 2012.

Exhibit 22: U.S. Resident Overseas (ex-Canada & Mexico) Leisure Traveling Companions, 2012 versus 2017

Further, most have some previous experience planning international vacations. Just 7% of overseas trips in 2017 were taken by first time international travelers, up from 6.6% in 2012. In actuality, when it comes to overseas trips taken, the traveler had been on an average of 2.3 international trips within the past year.

Exhibit 23: U.S. Resident Overseas (ex-Canada & Mexico) Repeat Leisure Travel, 2012 versus 2017

U.S. Overseas Leisure Destinations

Where do Americans travel on these overseas leisure trips?

The U.S.’s “special relationship” with the United Kingdom appears to be alive and well. It is the most popular overseas leisure destination for Americans, according to the NTTO, accounting for nearly 10% of all overseas (excluding Mexico and Canada) trips, representing 3.3 million visits. This is followed by a Caribbean stalwart, the Dominican Republic, the destination for 7.7% of U.S. leisure trips representing 2.5 million visits.

The full list of top 30 U.S. leisure destinations for 2017 is below, along with their market share and 2012 rank. Countries shaded in green saw a rank increase of five or more from 2012 through 2017. Conversely, countries shaded red saw a decline of five or more ranking positions.

Exhibit 24: U.S. Resident Overseas (ex-Canada & Mexico) Leisure Travel Top Destinations, 2012 versus 2017

The fastest growing destinations for American overseas leisure travelers on a percent basis was Iceland, by a long shot. Trips to Iceland grew 613% between 2012 and 2017, a growth of 427 million new visits. It rose from being ranked at number 58 in overseas travel popularity in 2012 to 25 in 2017, the highest position increase of any country.

The next fastest growing was Portugal, up 165%. Other notable high-growth destinations were Nordic states Norway and Denmark, and Southeast Asian countries including Indonesia, Malaysia, and Cambodia.

Exhibit 25: Top 10 Growing Destinations for U.S. Overseas (ex-Canada & Mexico) Leisure Travel, 2012–2017

On the other hand, some Middle Eastern nations have seen a decline and/or slow down in U.S. leisure visits. Turkey saw the largest percentage decline in visits with Saudi Arabia next, and Egypt elsewhere in the list.

Some Caribbean destinations have also taken a hit with the Bahamas showing the largest absolute decline in U.S. visitors, with a 184,000 fewer trips. Jamaica and Trinidad & Tobago also saw some of the largest absolute declines in U.S. leisure visitation.

Exhibit 26: Top 10 Declining (or Slowest Growing) Destinations for U.S. Overseas (ex-Canada & Mexico) Leisure Travel, 2012–2017

The average number of countries visited per trip was 1.3 in 2017. But this hides a divide. In fact, most trips, 83% of them, will only visit one country. But if a trip crosses borders, the itinerary tends to include more than two countries. These multi-country trips will visit, on average 2.8 nations.

Exhibit 27: U.S. Overseas (ex-Canada & Mexico) Leisure Trip Countries Visited, 2012–2017

But that doesn’t mean Americans who stay in just one country are stationary during their vacations. Accounting for multiple stops within the same country, the average American visits 1.9 destinations on an overseas trip. 23% of American travelers visited at least two destinations, while a further 22% visited three or more.

Exhibit 28: U.S. Overseas (ex-Canada & Mexico) Leisure Trip Destinations Visited, 2012–2017

American In-Destination Activities While Overseas

What do Americans do while on vacation?

The table below details the participation rate of 20 activities that Americans took part in while traveling overseas on leisure. The green shading indicates share gains of 2% or more from 2012 through 2017, while the red shading indicates a similar decrease.

Almost all of these trips — 84% of them in 2017 up from 81% in 2012 — involved sightseeing, the most popular activity for overseas tourists. Rapidly growing too are guided tours (40% of trips in 2017, up from 37% in 2012) and visits to national parks (33% from 30%).

Shopping remains the second most popular leisure activity for Americans by a long shot, but the trend is declining somewhat, falling to a 76% participation rate from 78%. Other notable declines include nightclubbing (23% from 27%), attending concerts/plays/musicals (to 12% from 15%), and gambling (to 7% from 10%).

Taken together, these trends seem to indicate a shift in preference away from indoor activities and towards outdoor activities, and away from “things” and towards experiences, ; it also suggests a decline in “hedonistic” activities such as drinking and betting.

Exhibit 29: Activities that U.S. Overseas (ex-Canada & Mexico) Leisure Travelers Participated, % of Trips, 2012 versus 2017

In terms of getting around, the most common type of transportation used on overseas leisure trips was air travel (63% of trips) and private automobiles (40%). The table below has detailed results for share of trips using a given transportation type in both 2017 and 2012. Green shading indicates greatest share gain while red shading indicates greatest share decline.

Taxicabs remain popular, used on 27% of trips in 2017, though this transport method saw the largest share decline, down from 30% in 2012. Offsetting this was a gain in trips using rented automobiles, which rose to 14% in 2017 from 12% in 2012.

Light rail remains popular with American overseas travelers, used in just over a fifth of all trips. And 6% of American overseas leisure trips were cruises.

Exhibit 30: Transportation used by U.S. Overseas (ex-Canada & Mexico) Leisure Travelers, % of Trips, 2012 versus 2017

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Domestic Travel Is Bouncing Back for Many 50-Plus Americans

Aarp 2022 travel trends survey.

by Vicki Levy, AARP Research , March 2022

Read the Detailed Findings

• 2022 Travel Trends (PDF)
• Annotated Questionnaire: Travelers (PDF)
• Annotated Questionnaire: Nontravelers (PDF)
• More Reports from AARP Research

After curtailing vacations during the pandemic, a new AARP survey finds Americans are beginning to feel more comfortable about traveling. The hopeful return to the road this year is fueled, in part, by the strong buying power and pent-up demand of travelers 50-plus.

In 2021, more than half (51%) of older travelers say they took fewer trips than anticipated. While 54% of 50-plus Americans planned to travel last year, 67% anticipate doing so in 2022 — taking an average of at least four trips this year.

A big factor at play for travelers, understandably, is safety.

Over two-thirds say they are concerned about the spread of COVID-19. Still, 77% feel it is safe to vacation this year compared to only 40% last year. Women are feeling a bit more cautious: 65% expect travel in 2022 to look different than before the pandemic, compared to 60% of men who say the same. For domestic travel, men are more likely to be planning trips than women (37% vs. 31%), while women are still in the travel idea phase (51% vs. 47%).

Older travelers are more likely to keep their travel within the U.S., avoid crowded destinations, and take more road trips than usual. About 43% of people 50 and over are planning to travel both domestically and abroad this year, just slightly below plans for 2020 prior to the pandemic. 

Time to Splurge

Since COVID-19 put the kibosh on travel for much of the past two years, many Americans have saved up money and vacation days that they are now eager to use. This is translating into bigger budgets for trips in the year ahead. Two out of three travelers age 50 and over expect to spend more on travel in 2022 than in 2021.

Before the pandemic, Americans age 50-plus planned to spend $7,314 annually, on average, for travel. This year, older adults typically say they are ready to shell out $8,369. For those 70-plus, it may be as high as over $11,500 — with some extra money going toward travel insurance and flexible/cancellable tickets. However, AARP discovered a significant gap by age: Americans under age 50 are more budget minded and expect to spend closer to $5,000 on trips in 2022.

International trip planning has not yet been a return to prepandemic levels. Just 17% of travelers age 50-plus have booked international travel for 2022, while 34% are planning and 49% are considering travel abroad.

Having Fun Closer to Home

Some Americans are still not ready to travel at all. This year just 2% of older adults say they are set against travel, down from 8% who felt that way in 2021. The top reasons remain the same as in last year's survey: safety concerns about transportation, safety concerns if a destination is a COVID-19 hotspot, and fear of becoming ill or infecting others.

What might ease travel worries while COVID-19 remains present? Those who are hesitant to return to travel in 2022 say having fully refundable tickets, knowing the COVID safety protocols for transportation and accommodation providers, and the majority of the population vaccinated.

Methodology

AARP's 2022 Travel Trends study includes two surveys on travelers and nontravelers conducted in November 2021. The 15-minute online survey of travelers included 2,008 adults 18 and older who had taken at least one trip within the past two years 50 miles or more away from home, with at least a two-night stay. The 10-minute online survey of nontravelers included a sample of 1,003 Americans with no plans for personal travel in 2022. Final data have been weighted to U.S. Census for analysis by age group.

For more information, please contact Vicki Levy at [email protected] . For media inquiries, please contact [email protected] .

Suggested citation:

Levy, Vicki. 2022 Travel Trends Survey. Washington, DC: AARP Research, March 2022.  https://doi.org/10.26419/res.00513.001

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How Many People Travel a Year? Insights on Global Travel Statistics and Trends

In 2019, 99.74 million US residents traveled abroad. The number fell to 33.5 million in 2020 because of the COVID-19 pandemic. By the end of 2021, 49.1 million people traveled internationally, showing recovery in outbound tourism. Travel statistics indicate trends of decline and gradual recovery during this period.

The COVID-19 pandemic significantly affected travel numbers in 2020 and 2021. International travel declined dramatically, with a 74% drop in global tourist arrivals. However, recovery began in 2022 as countries reopened borders. By the end of 2023, experts project a return to pre-pandemic travel levels, driven by pent-up demand and increased vaccination rates.

Current travel trends indicate a rise in sustainable tourism and a preference for local destinations. Tourists increasingly seek experiences that respect local environments and cultures. This shift affects travel patterns, with many choosing shorter trips and alternative modes of transportation.

Understanding how many people travel each year reveals important insights about evolving travel dynamics. As we delve deeper into these statistics, the next section will explore changing traveler behaviors and preferences in more detail.

Table of Contents

How Many People Travel Globally Each Year?

Approximately 1.5 billion international tourist arrivals occur each year globally. This figure reflects the number of people who travel to countries outside their own for leisure, business, or other reasons. In addition to this, domestic travel contributes significantly, with billions of trips taken within individual countries.

The data from 2019 shows that Europe received the highest number of international tourists, with over 700 million arrivals. Asia and the Pacific followed closely, attracting around 360 million visitors. The Americas received about 200 million tourists, while Africa and the Middle East accounted for approximately 100 million and 60 million visitors, respectively. The variation in tourism figures is influenced by geographical appeal, historical attractions, and cultural significance.

For example, France is a top destination, welcoming over 80 million visitors annually. Citizens of nearby countries frequently travel to France for weekend getaways. Conversely, nations with limited infrastructure or fewer attractions might see lower travel numbers.

Several factors affect global travel patterns, including economic conditions, political stability, and health crises like the COVID-19 pandemic, which caused a dramatic decline in travel numbers in 2020. The recovery has been uneven, but many regions are bouncing back as restrictions ease.

In summary, around 1.5 billion people travel internationally each year, with significant contributions from domestic travel. Factors like regional attractions and global events impact travel numbers. For further exploration, one could examine the emerging trends in sustainable travel and the rise of remote work, which may influence the future of global tourism.

What Are the Latest Global Travel Statistics?

Global travel statistics indicate a steady recovery in international travel, with significant increases in traveler numbers and spending as of late 2023.

• Increase in International Tourist Arrivals
• Growth in Travel Spending
• Popular Destinations
• Impact of Technology on Travel
• Trends in Sustainable Travel

The travel landscape continues to evolve. Now, let’s delve into each aspect to understand the latest information more comprehensively.

Increase in International Tourist Arrivals : The increase in international tourist arrivals shows a resurgence in global travel post-pandemic. According to the United Nations World Tourism Organization (UNWTO), global tourist arrivals reached 80% of pre-pandemic levels in 2023. This growth can be attributed to the easing of travel restrictions and the pent-up demand for travel experiences. Europe remains the most popular region, while Asia Pacific shows strong recovery, especially in countries like Thailand and Japan.

Growth in Travel Spending : Travel spending has also seen a considerable increase. As reported by the UNWTO, international tourism revenue reached $1.46 trillion in 2023, only slightly below 2019 levels. This spending boost reflects tourists’ willingness to invest in higher-quality experiences and luxury accommodations. The American Express Global Business Travel report states that business travel is also rebounding, further driving economic growth in the hospitality industry.

Popular Destinations : Certain destinations have reclaimed their status as favored spots for tourists. The UNWTO indicates that Spain, France, and the United States lead in international arrivals. Emerging markets like Vietnam and Mexico are also reported to show accelerated interest and increased arrivals. Factors contributing to popularity include cultural attractions, historical landmarks, and natural beauty.

Impact of Technology on Travel : Technology’s role in travel has transformed how people plan and experience their journeys. Online booking platforms, travel apps, and virtual reality tours have made information more accessible. A 2023 study by Phocuswright highlights that 87% of travelers rely on online reviews and ratings when selecting destinations and accommodations. These tools have empowered travelers, offering personalization and convenience.

Trends in Sustainable Travel : Sustainable travel is increasingly prioritized among global tourists. According to a survey by Booking.com, 81% of travelers feel strongly that people should act more sustainably while traveling. Many opt for eco-friendly accommodations and experiences that support local communities. The shift indicates a growing awareness of the environmental impacts of tourism.

These developments in global travel statistics illustrate a dynamic and evolving industry, shaped by consumer preferences, technological advancements, and emerging trends.

How Do Global Travel Numbers Compare Year Over Year?

Global travel numbers fluctuate year over year, influenced significantly by factors like global health crises, economic conditions, and changes in travel regulations. The United Nations World Tourism Organization (UNWTO) reported substantial reductions in travel during the COVID-19 pandemic, with a notable recovery observed in subsequent years.

Pre-Pandemic Growth: Before 2020, international tourist arrivals grew steadily. In 2019, the UNWTO reported 1.5 billion international arrivals, a 4% increase from the previous year. Factors such as global economic growth and increased airline capacity drove this growth.

Impact of COVID-19: The pandemic drastically altered travel patterns. In 2020, international arrivals dropped by 74%, according to the UNWTO. Travel restrictions and health concerns led to a significant decline in demand. Countries closed borders, and flights were canceled, which resulted in an estimated loss of $1.3 trillion in export revenues from international tourism.

Recovery Trends: Beginning in 2021, travel numbers started to rebound as countries lifted restrictions. The UNWTO noted a 63% rise in 2021 over 2020, equating to 415 million international arrivals. Vaccination rollouts and the easing of travel regulations contributed to this resurgence.

2022 and Beyond: In 2022, the recovery continued. The UNWTO estimated that global travel reached 63% of pre-pandemic levels, indicating a strong upward trend. Travel demand surged during summer months, reflecting pent-up travel excitement. Increased domestic tourism played a crucial role in the recovery.

Current Outlook: As of 2023, travel numbers are projected to approach or exceed pre-pandemic levels, depending on the region. Factors such as economic stability, geopolitical considerations, and ongoing health advisories will continue to impact travel dynamics.

Understanding these trends is vital for stakeholders in the tourism industry, as adaptations and strategic planning will be necessary in response to evolving travel behavior and preferences.

What Factors Influence Global Travel Trends?

Several factors influence global travel trends. These factors include economic conditions, technological advancements, cultural influences, political stability, and environmental concerns.

• Economic Conditions
• Technological Advancements
• Cultural Influences
• Political Stability
• Environmental Concerns

Understanding these factors is crucial for comprehending the dynamics of global travel trends.

Economic Conditions: Economic conditions significantly affect global travel trends. These conditions include factors such as disposable income, employment rates, and economic growth. According to the World Tourism Organization (UNWTO), tourism tends to flourish when economies are doing well. For example, during the economic recovery following the 2008 financial crisis, international tourist arrivals rose by 6.7% in 2010 (UNWTO, 2010). Conversely, economic downturns can lead to reduced travel expenditures, as seen during the COVID-19 pandemic.

Technological Advancements: Technological advancements are transforming travel significantly. Innovations such as online booking systems, mobile applications, and contactless payments enhance the travel experience. According to a study by Phocuswright in 2021, 70% of travelers use mobile devices for planning travel. Additionally, technologies like virtual reality are shaping traveler expectations and influencing destinations. For example, travelers often engage in online visits to museums and national parks before deciding where to go.

Cultural Influences: Cultural influences also play a notable role in shaping travel trends. Travelers are increasingly seeking authentic experiences that allow them to immerse themselves in local cultures. The rise of experiential travel can be attributed to factors such as social media and the desire for unique stories. A report by the Adventure Travel Trade Association in 2019 revealed that 43% of travelers prioritize cultural experiences over luxury accommodations. Therefore, cultural offerings directly impact the choice of travel destinations.

Political Stability: Political stability in a destination affects travel decisions. Safety concerns drive travelers to avoid regions experiencing conflict or instability. For example, tourist arrivals to Egypt significantly decreased during the Arab Spring in 2011. Conversely, regions perceived as safe and stable tend to attract more visitors. The Global Peace Index (2021) emphasizes that the perception of safety plays a crucial role in travel planning.

Environmental Concerns: Environmental concerns are increasingly influencing travel trends. Growing awareness of climate change and sustainable practices prompts travelers to consider the ecological impact of their journeys. According to a report from Booking.com in 2021, 81% of global travelers believe that sustainable travel is important. This shift results in preferences for eco-friendly accommodations and responsible tourism practices. For instance, many travelers now opt for destinations that promote wildlife conservation and sustainable development.

By understanding these factors, stakeholders in the travel industry can tailor their offerings and strategies to align with global travel trends effectively.

How Do Economic Conditions Affect Travel Rates?

Economic conditions influence travel rates significantly by affecting disposable income, consumer confidence, and overall demand for travel services. Understanding these factors can shed light on the relationship between the economy and travel behavior.

Disposable Income: Higher disposable income allows individuals to spend more on leisure activities, including travel. According to a report by the World Travel & Tourism Council (WTTC, 2021), nations with rising incomes often see an increase in domestic and international travel. For example, in China, increased disposable income led to a surge in travel spending, making it the largest outbound travel market globally.

Consumer Confidence: When consumer confidence is high, people are more likely to book trips. A study by the Conference Board (2022) showed a direct correlation between consumer confidence indices and travel bookings. During economic downturns, people tend to postpone or reduce travel plans due to uncertainty about job security and financial stability.

Inflation Rates: High inflation can increase prices for travel-related services. The U.S. Bureau of Labor Statistics (2023) indicates that inflation affects the cost of flights, accommodation, and dining, leading to reduced travel. Higher costs can deter families from planning vacations or prompt them to choose less expensive destinations.

Employment Rates: Unemployment can lower travel rates as job loss reduces disposable income. The International Labour Organization (ILO, 2022) found that regions with high unemployment rates experience a decline in travel demand. Fewer jobs generally lead to fewer trips taken by individuals and families.

Economic Recovery: In periods of economic recovery, travel rates tend to rise as people seek to spend previously saved or reinvested funds. A study by McKinsey & Company (2021) noted a sharp rebound in travel spending as economies reopened post-pandemic, highlighting the impact of economic stability on travel decisions.

Exchange Rates: Fluctuations in currency values can impact international travel. A favorable exchange rate encourages travel to a destination. For instance, the Federal Reserve (2023) reported that a stronger U.S. dollar makes international travel more affordable for Americans while making the U.S. a more expensive destination for foreign visitors.

Each of these factors demonstrates how economic conditions can directly impact travel rates, influencing decisions at both individual and market levels.

What Role Does Technology Play in Shaping Travel Trends?

Technology plays a significant role in shaping travel trends by enhancing the experience, accessibility, and convenience of travel for consumers. It influences how people plan, book, and experience their trips.

Key aspects of how technology impacts travel trends include:

• Online Booking Platforms
• Mobile Applications
• Social Media Influence
• Artificial Intelligence and Personalization
• Virtual Reality Experiences
• Sustainable Travel Technologies

The integration of these elements illustrates a dynamic shift in the travel industry, reflecting diverse perspectives on convenience, engagement, and sustainability.

Online Booking Platforms : Online booking platforms simplify the process of finding and reserving travel services. Websites and apps like Expedia and Booking.com allow users to compare prices, access reviews, and make reservations easily. According to Statista, approximately 83% of travelers used online travel agencies in 2022. This trend has increased competition among providers and often leads to lower prices for consumers.

Mobile Applications : Mobile applications enhance travel planning and experiences. Apps like Google Maps and TripIt help travelers navigate new locations and organize itineraries. A 2021 study by Phocuswright found that 57% of travelers rely on mobile apps for travel information. As smartphones become more prevalent, real-time updates and notifications play a crucial role in travel safety and convenience.

Social Media Influence : Social media platforms shape travel trends by influencing where and how people travel. Instagram and TikTok, for example, drive interest in specific destinations through captivating imagery and user-generated content. Research by TravelPort indicated that 53% of younger travelers base their travel decisions on social media content. This has led to the rise of “Instagrammable” locations, altering travel marketing strategies.

Artificial Intelligence and Personalization : Artificial Intelligence (AI) improves customer experiences by offering personalized recommendations. AI-driven tools analyze user behavior to suggest tailored travel plans. A 2020 report by Amadeus highlighted that personalization can improve customer satisfaction by 20% and increase conversion rates considerably. Companies such as Kayak and Hopper use AI to help users find the best deals based on their preferences.

Virtual Reality Experiences : Virtual reality (VR) offers immersive previews of travel destinations. This technology allows potential travelers to explore locations virtually before making decisions. For example, companies like Thomas Cook have utilized VR in their marketing to provide a fun and engaging way to experience destinations. A study conducted by the VR/AR Association in 2019 showed that 66% of respondents were more likely to visit a place they had experienced through VR.

Sustainable Travel Technologies : Sustainable travel technologies emerge in response to increasing awareness of environmental impacts. Innovations such as electric vehicles, carbon offset programs, and eco-friendly accommodations cater to environmentally-conscious travelers. According to a survey by Booking.com in 2021, 81% of global travelers believe that sustainable travel is vital. This growing trend influences company practices and traveler choices.

In conclusion, technology significantly shapes travel trends by making the travel process more accessible, personalized, and sustainable. It transforms how travelers plan their journeys and influences their destination choices, fostering continuous evolution within the industry.

How Do Different Regions Contribute to Global Travel?

Different regions contribute to global travel by offering unique attractions, cultures, and experiences that appeal to diverse travelers. These contributions can be summarized in several key areas including natural attractions, cultural heritage, economic impact, and infrastructure development.

Natural attractions: Regions with unique landscapes, such as beaches, mountains, and national parks, attract millions of travelers each year. For instance, in 2019, the National Park Service reported that over 327 million visitors explored U.S. national parks, showcasing their importance for recreation and tourism.

Cultural heritage: Many regions offer rich cultural experiences through festivals, historical sites, and local traditions. A UNESCO report in 2020 highlighted that over 1,100 sites recognized as World Heritage Sites draw visitors interested in cultural preservation and education. These sites create tourism opportunities while fostering appreciation for diverse cultures.

Economic impact: Regions significantly benefit economically from travel. According to the World Travel and Tourism Council (WTTC), in 2019, the global travel and tourism sector contributed 10.4% of the world’s GDP, demonstrating the importance of different regions in driving economic growth and job creation.

Infrastructure development: Improved infrastructure, such as airports, roads, and public transport, enhances accessibility for travelers. An International Air Transport Association (IATA) report in 2021 indicated that the global airline industry supported 87.7 million jobs, underlining the role of regional development in facilitating international travel.

Each region plays an essential role in shaping global travel, catering to various traveler interests while contributing to cultural exchange and economic sustainability.

Which Regions See the Highest Travel Volume Annually?

Regions that see the highest travel volume annually include Europe, Asia-Pacific, and North America.

• Asia-Pacific
• North America
• Middle East
• Latin America

Each of these regions offers diverse travel experiences and attracts millions of tourists for various reasons. Understanding the factors behind high travel volume can offer insights into global travel trends.

Europe: Europe sees the highest travel volume annually, attracting tourists for its rich history, culture, and scenic landscapes. In 2019, Europe welcomed over 745 million international tourists according to the United Nations World Tourism Organization (UNWTO). Popular cities include Paris, Rome, and London, characterized by historical landmarks, art, and cuisine. The region’s efficient transportation options, such as trains and low-cost airlines, facilitate easy travel between attractions.

Asia-Pacific: Asia-Pacific is another leading region for travel, with over 360 million international arrivals in 2019, as reported by UNWTO. This area attracts tourists for its diverse cultures, natural beauty, and vibrant urban centers. Countries like Japan, Thailand, and Australia are particularly popular. The growth of middle-class populations in countries like China contributes significantly to tourism demand in the region.

North America: North America records a significant number of international visitors, with around 117 million arrivals in 2019, according to UNWTO. The United States stands out due to its wide range of attractions, including national parks, entertainment hubs like Las Vegas, and historical sites. Canada and Mexico also draw tourists. Factors including successful marketing and infrastructure contribute to the travel volume.

Middle East: The Middle East has shown remarkable growth in tourism, with about 56 million visitors reported in 2019. Key destinations include the United Arab Emirates and Turkey, popular for luxury, shopping, and cultural experiences. However, political instability can lead to fluctuations in travel patterns. Efforts are ongoing to promote tourism more sustainably in the region, aiming to stabilize and grow travel volume.

Latin America: Latin America saw approximately 40 million international tourists in 2019. Notable countries include Brazil, Argentina, and Mexico, providing diverse experiences from the Amazon rainforest to vibrant cities. Issues such as safety and infrastructure can impact travel volumes. However, growing interest in ecotourism offers opportunities for increased travel in the future.

In summary, these regions see high annual travel due to various factors such as cultural richness, infrastructure, and emerging markets, each with its unique attributes and challenges influencing tourism trends.

How Do Travel Preferences Vary by Region?

Travel preferences vary significantly by region due to cultural influences, economic conditions, and geographical factors.

In Europe, travelers often prioritize cultural experiences. According to a 2021 study by the European Travel Commission, 56% of European travelers indicated that cultural exploration is a key factor in their travel decisions. This includes visiting historical sites, museums, and local events.

In North America, travelers tend to favor adventure and outdoor activities. A survey by the U.S. Travel Association in 2020 revealed that 70% of Americans cited nature-based activities, such as hiking and camping, as their main travel preference. The vast natural landscapes available across the continent support this trend.

Asia showcases a growing trend towards luxury travel. A 2022 report by Knight Frank highlighted that 38% of affluent travelers in Asia prefer high-end resorts and indulgent experiences. This shift is driven by rising incomes and an increasing interest in personalized services.

In Latin America, community engagement is commonly preferred among travelers. Research from the Inter-American Development Bank in 2019 found that 45% of tourists engaged in activities focused on community interactions, such as volunteering or participating in local festivals. These experiences foster meaningful connections with local cultures.

In Africa, wildlife and nature safaris are notable travel preferences. A report by the African Travel and Tourism Association in 2020 indicated that 62% of travelers to Africa came for wildlife experiences. The continent’s unique biodiversity and conservation efforts attract people interested in these natural phenomena.

Understanding these regional differences helps travel marketers and businesses tailor their offerings to meet the distinct preferences of travelers across various cultures and landscapes.

What Seasonal Trends Impact Travel Statistics?

Seasonal trends significantly impact travel statistics. These trends vary based on factors such as weather, school holidays, and cultural events.

• Seasonal Weather Patterns
• School Holidays
• Cultural and Religious Events
• Economic Cycles
• Travel Promotions and Deals

The interplay of these factors shapes traveler behavior and choices throughout the year.

• Seasonal Weather Patterns : Seasonal weather patterns influence travel statistics by determining optimal travel times. For instance, summer typically sees increased travel to beach destinations due to favorable temperatures. Conversely, winter attracts skiers to mountain resorts. According to the U.S. Travel Association (2020), summer travel peaks in July, while winter holiday seasons account for significant spikes in domestic travel.

In 2022, data from the World Travel & Tourism Council indicated that popular summer destinations like Florida and Hawaii saw a 30% increase in bookings compared to off-peak months. This trend underscores how weather conditions play a critical role in travel decisions.

• School Holidays : School holidays drive family vacations and significantly impact travel statistics. When schools are closed, families tend to travel together, resulting in higher occupancy rates at hotels and increased airline bookings. The American Automobile Association (AAA) reported that travel increases by 50% during major school breaks like summer, spring break, and winter holidays.

For example, in 2021, a study by the National Travel and Tourism Office revealed that family-oriented destinations, such as theme parks, experienced a surge in visitors during the summer break, aligning with school holiday calendars.

• Cultural and Religious Events : Cultural and religious events also dictate travel statistics. Festivals, holidays, and special events attract travelers eager to experience local traditions. For instance, the Hindu festival Diwali in India draws millions of domestic and international travelers.

A study by the International Tourism and Events Research journal (2021) found that cities hosting significant events like the Rio Carnival or Oktoberfest in Germany see substantial increases in tourism, sometimes more than doubling visitor numbers during event periods.

• Economic Cycles : Economic cycles shape travel behavior, as travel often correlates with consumers’ disposable income and employment rates. During economic upturns, travel spending typically rises, while downturns can lead to declines in travel statistics. The Global Business Travel Association (GBTA) reported that business travel saw a 25% drop during the recession of 2008–2009.

Moreover, the COVID-19 pandemic illustrated how global economic crises can drastically impact travel patterns, with 2020 seeing unprecedented drops in travel due to restrictions and health concerns.

• Travel Promotions and Deals : Travel promotions and deals play a crucial role in consumer travel decisions. Airlines and hotels often provide discounts during off-peak seasons to stimulate bookings. These promotions can lead to unexpected spikes in travel, even in traditionally slower periods.

For example, a 2022 analysis by Skyscanner showed that targeted promotions around Black Friday and Cyber Monday resulted in a 40% increase in flight bookings for January travel. This highlights how strategic marketing can influence travel statistics substantially.

How Does Holiday Travel Influence Annual Totals?

Holiday travel significantly influences annual totals by increasing the number of travelers during peak seasons. When holidays occur, people often take time off from work, allowing for more leisure travel. This surge in travel results in higher occupancy rates in hotels, fuller flights, and increased use of transportation services.

During holiday seasons, travel statistics show notable spikes. For instance, destinations popular for holidays see an influx of visitors, affecting overall tourism figures for the year. This pattern generates increased spending in local economies, impacting industries such as hospitality, retail, and entertainment.

Additionally, holiday travel patterns can shift annual averages. When evaluating total travel, data during non-holiday times can appear lower due to reduced travel demand. Conversely, holiday spikes contribute to an inflated sense of total travel activity for the year.

In summary, holiday travel plays a crucial role in shaping annual travel totals by creating peaks in traveler numbers, influencing economic activity, and altering average travel patterns.

What Are the Differences Between Peak and Off-Peak Travel?

The differences between peak and off-peak travel revolve around demand for transportation and accommodation, pricing, and the overall travel experience. Peak travel occurs during high demand periods, while off-peak travel takes place during quieter times.

• Demand Levels
• Pricing Variations
• Travel Experience
• Environmental Impact
• Market Trends

The following section will delve into each of these differences.

Demand Levels : Demand levels refer to the number of travelers seeking services during specific times. Peak travel seasons occur during holidays or summer months when many families travel. Off-peak seasons have fewer travelers, translating to less crowded airports and attractions. According to a report by the U.S. Travel Association in 2022, peak seasons see a 30% increase in traveler volume compared to off-peak times.

Pricing Variations : Pricing variations encompass the differences in travel costs based on demand. During peak travel times, airlines and hotels often increase prices to capitalize on higher demand. Off-peak travel typically offers lower rates, encouraging travelers to book during quieter months. A study by Kayak in 2023 noted that travelers could save up to 40% by opting for off-peak flights compared to peak flights.

Travel Experience : Travel experience can differ significantly between peak and off-peak seasons. Peak travel can lead to crowded attractions, long lines, and increased wait times, which can diminish overall enjoyment. In contrast, off-peak travel usually provides a more relaxed and enjoyable experience, with shorter lines and better access to attractions. A survey by The Travel Industry Association in 2021 indicated that 65% of travelers preferred off-peak travel for a more serene experience.

Environmental Impact : Environmental impacts are associated with mass travel during peak times. Increased air and car travel during these periods contributes to higher carbon emissions and environmental degradation. Off-peak travel can help alleviate this issue by spreading demand more evenly throughout the year. Research by the Global Sustainable Tourism Council in 2022 emphasized the importance of sustainable travel practices, suggesting that off-peak travel could reduce the ecological footprint of tourism.

Market Trends : Market trends indicate shifts in traveler preferences. Many people now seek off-peak travel options for budget reasons and to avoid crowds. A study conducted by Expedia in 2023 found that 50% of millennials prefer to travel during off-peak times, valuing the savings and less stressful experience. This trend may signify an important change in the future of travel strategies.

In summary, peak and off-peak travel differ in several significant ways, from demand levels to pricing and travel experiences, impacting both travelers’ choices and broader market trends.

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Share of global long-haul travelers planning a solo trip to Europe 2023, by country

A December 2023 survey focused on the intention of solo overseas travelers to visit Europe in the next four months. Based on the study, 22 percent of respondents in Japan intended to take a solo trip to Europe. Meanwhile, 19 percent and 18 percent of surveyed travelers in Canada and the United States, respectively, planned to travel alone to Europe between January and April 2024.

Share of long-haul travelers who planned a solo trip to Europe in the next four months worldwide as of December 2023, by country

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January 2024

Worldwide, Europe

December 2023

18-70 years

long-haul travelers who planned to visit Europe between January and April 2024

Online interview

¹ Combined total sample size (1,000 respondents per market). The source specified the following shares of respondents who intended to likely or very likely travel to Europe between January and April 2024: Australia = 39 percent; Brazil = 49 percent; Canada = 28 percent; Japan = 14 percent; United States = 28 percent.

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