According to the latest edition of MMGY Travel Intelligence's Portrait of American Travelers study, three-quarters (76%) of Americans plan to take a trip within the next 12 months, up from the 70% recorded at this time last year. Almost two-thirds of these respondents (64%) plan to travel over the next six months, compared to 58% in October 2023.
The study also found that millennials and high-income households are currently leading the way in intended travel spending, reaching the highest level since before the pandemic.
Our Analysis: Americans Won’t Be Deterred From Travel Post-Pandemic
Clearly, the post-pandemic urge to prioritize travel is still going strong, a good sign for the overall industry. However, MMGY’s study indicates that numerous factors could negatively impact travel planning for Americans this year. For instance, the study revealed that inflation and gas prices are having less of an impact on vacation planning than in October 2023, but perceptions of travel safety have declined slightly, with 48% of travelers considering international trips to be safe, compared to 52% last year.
Fast Facts: More Findings From the Study
- The top states attracting leisure travelers’ attention include Hawaii (67%), Florida (66%), California (57%) and Colorado (56%). Other destinations of interest include Las Vegas (59%), Maui (58%) and Honolulu (58%).
- Fifty-six percent of respondents say they are willing to pay more to support environmentally responsible suppliers. By generation, Gen Z and millennials rank sustainability especially highly when it comes to making their travel decisions.
- Three in 10 travelers report using artificial intelligence (AI) tools for travel planning, with the technology most prevalent among younger travelers.
What They Are Saying: Travelers Are Prioritizing Experiences and Personal Values
"Despite travelers reporting increased safety concerns for international travel, overall interest and intent to travel continue to rise," said Chris Davidson, executive vice president of MMGY Travel Intelligence. "Travelers are continuing to prioritize spending on experiences, and peoples’ travel decisions are increasingly affected by values such as commitments to environmental sustainability."
