Is there truly no place like home for the holidays? Apparently that traditional mindset is changing, as the globetrotting public celebrates the season by taking a jaunt away from home. In an a poll conducted by American Express Travel in late October through early November, agents revealed that this year the week between Christmas and New Year’s, rather than Thanksgiving weekend, will be the most popular time for holiday travel for their customers. Sixty-seven percent of agents said their clients would be traveling during this last week of the year, as compared to only 27 percent traveling in the weeks between Thanksgiving and Christmas, during Thanksgiving weekend (18%) and after the New Year (8%).
Families seem to be taking advantage of the available time off to embark on new adventures or to find new ways to relax and get away from the stresses that can accompany the season. Besides a noticeable shift in travel schedules, more than half of the agents polled reported that clients are actively seeking out new destinations each year, as well as focusing more on international travel during the holiday season. The top reasons given by clients for taking a vacation during the holidays are that children are out of school (48%), working adults are able to take time off (43%), the desire for relaxation and stress release (35%), the opportunity to experience a new culture or country (27%) and a desire to celebrate the season in a new way (26%).
Audrey Hendley, vice president of marketing for American Express Travel, said, “holiday travel has evolved considerably from the local family gathering to new, exciting adventures as travelers seize the opportunity to create lasting holiday memories.”
As might be expected, top international destinations include regions with mild climates that can provide an escape from the long winter chill. According to American Express booking data, the top 10 international destinations for 2006 are as follows: St. Maarten, Montego Bay, San Jose Del Cabo, Paris, Cancun, San Juan, Auckland, Aruba, London and Sydney. In the United States, the appeal of the warmer weather makes destinations such as Los Angeles, Fort Lauderdale, Kahului, Miami, West Palm Beach and Orlando popular among holiday travelers, while the prime conditions for snow sports draw visitors to places such as Vail, Eagle, Denver and Salt Lake City.
In response, many resorts worldwide invite guests to participate in holiday-themed events and activities, enjoy gourmet holiday meals and partake of local holiday celebrations.
Not only are these holiday trippers keen to go someplace new, but more of them are going for some extra indulgence while away from home. Seventy-six percent of agents report that travelers are booking more luxury vacations this season than ever before, with 68 percent seeing an increase in five-star hotel bookings and 54 percent noting an increase in first-class and business-class travel bookings. Among couples and families alike, agents have seen a 48 percent increase in luxury bookings, followed by mature travelers (31%) and singles (10%).
