Nearly three-quarters (72%) of Americans say they plan to either maintain or increase their number of hotel stays in 2024 compared to 2023, according to a survey commissioned by American Hotel & Lodging Association (AHLA) and conducted by Morning Consult.
The survey also found that most Americans (53%) plan to travel overnight for leisure during the next four months, and 32% plan to travel overnight for business. Despite the positive outlook for hoteliers, the survey also shows that inflation is still a concern for travelers: 56% of respondents say they are less likely to stay in a hotel because of inflation.
Our Analysis: Despite Inflation, Pent-Up Travel Demand from the Pandemic Is Still Strong
Since the end of the COVID-19 pandemic, consumers have been eager to travel, and that trend shows no signs of slowing down. Even with concerns about inflation, most clients are willing to take to the road and spend on hotel nights. Travel advisors would be well-served to keep value in mind, and book clients into hotels that offer luxury amenities at rates that don’t break the bank.
The year ahead will not be without challenges … and these findings show that inflation is preventing hotels from reaching their full potential.
Fast Facts: More Results From AHLA’s Survey
- The poll surveyed 2,202 U.S. adults from Jan. 6-7, 2024.
- Fifty-one percent of respondents say they are likely to travel overnight for a family trip in the next four months, 39% of whom are likely staying in a hotel.
- Thirty-eight percent believe they are likely to travel overnight for a romantic getaway in the next four months, 60% of whom say they would likely stay in a hotel.
- Thirty-two percent reveal they are likely to travel overnight for Spring Break, 45% of whom say they would likely stay in a hotel.
- Thirty-five percent of those surveyed rank high-speed Wi-Fi as the top technological amenity they consider when evaluating hotels.
- Fourteen percent of those surveyed rank keyless entry or mobile check-in as the top technological amenity they consider when evaluating hotels.
What They Are Saying: Hotels Have Immense Potential in 2024
“These survey results underscore the tremendous potential 2024 holds for hoteliers and hotel employees,” said Chip Rogers, president and CEO of AHLA. “The year ahead will not be without challenges, however, and these findings show that inflation is preventing hotels from reaching their full potential. Still, hoteliers are optimistic about the year ahead and excited continue providing excellent services for guests throughout 2024.”
