According to the 16th Annual Vacation Confidence Index from Allianz Partners USA, 2024 summer vacation bookings have blasted past pre-pandemic levels, with 62% of Americans planning a trip 100 or more miles from home, and for at least one week, during the season. That’s up just 1% from last year, but a solid 20 points compared to 2019.
And who better than travel advisors to know where these travelers are headed, and what they are looking for in a trip? Respondents in a separate survey for agents named Mexico as a top destination for clients, followed by the Caribbean and Europe; 79% of advisors polled said cruises were the most-requested type of trip. Additionally, advisors reported parallel data on travel group size, with 42% of booked trips being for parties of three to five people, and 42% being trips for two travelers.
Participating advisors also shed light on the “why” behind their clients’ travels: 53% said their clients were traveling to relax; 40% said they sought adventure and exploration; and 4% reported traveling for private events, including weddings and reunions.
Our Analysis: Increased Travel Means Increased Opportunities for Advisors
With enthusiasm for travel so clearly increasing (and showing no real sense of waning), travel advisors have the incredible opportunity to grow their business and showcase their expertise right now. Whether an advisor is already established or new to the field, it’s a good time to connect with current clients and find new ones — and perhaps to try new methods of doing so. Allianz’s advisor survey found that 60% of respondents use Facebook as a marketing tool, followed by Instagram (8%) and LinkedIn (1%). A surprising 30% percent of respondents said they do not use social media at all to connect with clients.
Fast Facts: Travelers Who Are Less Confident About Summer Travel Cite Finances
- According to the 16th Annual Vacation Confidence Index, 66% of travelers ages 35-54 are confident they’ll take a summer trip (up two points from 2023).
- Fifty-eight percent of respondents over the age of 55 are confident they’ll book a summer trip (up five points from last year).
- Confidence has decreased for Americans ages 18-34, with 62% planning to book a summer trip (down five points from 2023).
- Of those Americans who are not confident they’ll travel this summer, 62% said they “did not want to spend the money” (up five points from last year).
- Other reasons cited for lack of confidence in summer travel include “taking time off of work” (11%); “not confident for another reason” (31%); “personal obligation outside of work” (10%); and stressful planning or time constraints (7%).
What They Are Saying: Summer Will Be a Busy Travel Season
“Americans are prioritizing what matters most to them this year, and that means putting in their summer PTO requests for some well-earned time off in their favorite destinations,” said Daniel Durazo, director of external communications at Allianz Partners USA. “Whether customers are setting out on a cruise or planning a sun-soaked getaway, destinations this year will be bustling with travelers who are making the most of their time away.”
