MMGY Global survey observes decrease in overall travel intent but also notable upticks in trip frequency, international trips and planned spending
With the spring break travel season in full swing for most Americans, new research by MMGY Travel Intelligence suggests that U.S. travel intentions may be softening somewhat overall. According to the latest edition of the research firm’s 2023 Portrait of American Travelers®study released today, 7 in 10 U.S. adults plan to take a vacation in the next 12 months. While still a strong majority at 70%, the figure is down from 73% in October and down significantly from 86% a year ago.
“Any softness we’re seeing in travel intentions is tied almost entirely to lower-income households where concerns over personal finances and the affordability of travel inherently carry more weight,” said Chris Davidson, Executive Vice President of MMGY Travel Intelligence. “At the same time, a majority of travelers appear poised to travel more and spend more in the year ahead, and this should effectively offset those who may opt out.”
Despite a decrease in the percentage of U.S. adults planning to travel in the next 12 months, the intended number of trips (4.2 trips, up from 3.9 in February 2022) and spending intentions ($4,339, up from $2,581 in February 2022) of those still planning to travel continue to increase.
Another positive takeaway is that interest in international travel continues to rise. According to the study, 8 in 10 active leisure travelers are interested in traveling abroad in the next two years, up significantly from the 73% who reported interest in February 2022.
“This may be partially due to a subset of travelers who are prioritizing international travel, but it could also be pent-up demand for destinations that have only just rolled out the welcome mat for inbound international travelers,” said Davidson. “This is good news for places like Asia and Oceania – only recently available again to U.S. tourists – that have gained significant interest as a travel destination since last year.”
The Portrait of American Travelers® “Spring Edition” examines the behaviors and preferences of more than 4,500 U.S. adults from data collected in February. Other key observations include:
- The hotel industry appears to be bouncing back after the pandemic shifted travelers’ interests to alternatives like short-term rentals and camping. In fact, 70% of active leisure travelers planning to take a vacation in the next six months are planning to stay in a hotel/resort, up from 60% in February 2022. Despite concerns about COVID-19 decreasing, cleanliness standards are still among the top features travelers are looking for when choosing accommodations.
- Regarding sustainability, 6 in 10 active leisure travelers are willing to pay more to patronize travel service providers that demonstrate environmental responsibility, relatively unchanged from 62% last year. Younger generations specifically are more willing than older generations to make monetary commitments to help fund sustainability programs, while older generations are willing to change their travel behaviors if it doesn’t increase the cost, such as visiting in the off-season or using less single-use plastics while traveling.
- Finally, when it comes to sources of information for travel ideas and inspiration, travelers report seeking out more sources than in 2022 – communicating their increased usage of review websites, online visitor guides, destination websites and other travel mediums.
For more insights from the study or to purchase a copy of the 2023 Portrait of American Travelers® “Spring Edition,” visit mmgyintel.com.
About the 2023 Portrait of American Travelers®
MMGY Global’s Portrait of American Travelers® study provides an in-depth examination of the impact of the current economic environment, prevailing social values, and emerging travel habits, preferences and intentions of Americans. Now in its 33rd year, it is widely regarded as a leading barometer of travel trends and an essential tool for both the development and evolution of brand and marketing strategy. The travel trend information presented in this “Spring Edition” report was obtained from interviews with 4,530 U.S. adults in February 2023 featuring data from four generations: Gen Zers (18–25), Millennials (26–41), Gen Xers (42–57) and Boomers (58–76). The Silent/GI generation (77+) was also surveyed, but results are not broken out for this specific generation due to a small respondent sample size. This is the first of four quarterly reports to be released this year.
About MMGY Travel Intelligence
MMGY Travel Intelligence is MMGY Global’s industry research and insights brand, offering proprietary data and research including MMGY Global’s Portrait of American Travelers® as well as DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM, which is comprised of the largest continuous consumer travel database in the industry. The organization’s services are designed to power travel industry decision-makers through consumer insights, travel performance data, and audience modeling and segmentation. To learn more about the extensive collection of research, analytics and strategy services, visit mmgyintel.com or email research@mmgyglobal.com.
About MMGY Global
MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality and entertainment industries. With operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit mmgyglobal.com.
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