What will the next few months bring for the travel industry? High temperatures, of course, but also a sunny outlook for the tourism industry, according to the spring edition of the 2022 Portrait of American Travelers from research firm MMGY Global, which measures travel intentions and the latest travel trends.
Here are some of the report’s top findings.
Trend 1: Overall, Interest in Travel Over the Summer Is High.
As Americans solidify their travel plans for the summer season, nearly three-quarters (73%) are planning to take a vacation in the next six months, up 11% from 2021. (This is a slightly more conservative figure than that of Longwoods International, which forecasted 90% back in February.
Trend 2: Bucket List Trips Will Be Popular.
According to Chris Davidson, executive vice president of MMGY Travel Intelligence, “2022 will be seen as a year of continued growth in the travel industry, with many Americans opting to ‘go big’ with their travels after playing it more conservative the last few years.”
2022 will be seen as a year of continued growth in the travel industry, with many Americans opting to ‘go big’ with their travels after playing it more conservative the last few years.
Trend 3: But Rising Gas Costs, Inflation and the War in Ukraine May Cause Travelers to Seek Close-to-Home Getaways.
The travel landscape is likely to be impacted by global events, including the war in Europe, rising fuel costs and inflation.
Despite a “palpable demand for travel,” Davidson says that “inflation and the recent increase in gas prices may mean that travelers choose to venture a bit closer to home or alter their spending slightly.”
The War in Ukraine is a concern for 62% of clients who are worried that the conflict may spread to nearby countries, according to a separate MMGY Travel Intelligence study released on March 4. (That same study suggested that the war is twice as likely as COVID-19 to impact vacation plans to Europe.)
The same report says that 47% of Americans aiming to travel to Europe are taking a wait-and-see approach before making plans.
Trend 4: Younger Americans Are the Most Likely to Travel Right Now.
Younger generations are the most likely to hit the road; namely, millennials and those in Generation Z have an average of 4.1 and 5.0 trips on the books over the next 12 months, respectively.
Trend 5: But Older Generations Will Be Spending More.
Although baby boomers may be taking fewer trips than their younger counterparts, they’re spending more: On average, members of this generation are spending $1,142 per trip, followed by Generation X (with a total of $670 per trip).
Trend 6: U.S. Travelers Do Not See COVID-19 As a Barrier to Travel.
The 4,500 respondents surveyed for the report also weighed in on travel behaviors and safety perceptions surrounding the COVID-19 pandemic.
The majority of those surveyed report that COVID-19 is no longer a barrier to travel. Travelers receiving vaccinations are also increasing, with 69% of active leisure travelers having received the jab (up four percentage points from the last iteration of the survey in October).
The number of respondents who are unvaccinated (16%) has stayed constant.
Trend 7: Hotel Cleanliness Is Still Important.
Along with free breakfast and amenable room rates, travelers find accommodation cleanliness to be a high priority when it comes to choosing their lodging. Travel agents should note that hotel cleanliness is now a new benchmark for luxury, and air filtration and cleaning protocols will also have an impact on guest loyalty.
Trend 8: Sustainably Remains Top of Mind.
Six in 10 travelers will pay more for a travel provider who has a commitment to environmental sustainability and responsibility.
But the buck stops with travelers, too: Eighty-one percent indicate they are willing to change their behaviors to be more sustainably minded, a mindset spread across all generations (with millennials at 90%; Gen Z at 89%, Gen X at 79% and baby boomers at 72%).
Trend 9: Travelers Are Getting Intel From Friends and Family.
Friends and family are the No. 1 source for travel information and intel across generations, but beyond that, the travel sources vary widely depending on a traveler’s age. Clients are using fewer sources for ideas in 2022 than in 2021, and the use of online travel agencies decreased from 24% to 19% this year.
Travelers, on average, consult 4.7 sources per trip when making travel plans.
Trend 10: Southern California Cities Will Appeal to Solo Travelers.
The trend of solo travel will continue to grow, with 25% of travelers planning to take a solo jaunt this summer.
Three destinations within Southern California — Los Angeles, Palm Springs and Anaheim — reigned supreme for respondents intending to travel alone. Chicago, Atlanta, Ann Arbor, Mich., and Kansas City, Mo., also earned top marks.
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MMGY Travel Intelligence
