Three-quarters (76%) of Americans plan to travel in the next 12 months, up from 70% at this time last year, according to the latest edition of MMGY Travel Intelligence's Portrait of the American Traveler survey. It has increased since. Almost two-thirds (64%) of these respondents plan to travel within the next six months, compared to 58% in October 2023.
The survey also found that millennials and higher-income households now lead in planned travel spending, reaching its highest level since before the pandemic.
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Our analysis: Americans remain undeterred from traveling after the pandemic
Clearly, the urge to prioritize travel remains strong post-pandemic, which bodes well for the industry as a whole. However, MMGY's research shows that a number of factors could have a negative impact on Americans' travel plans this year. For example, the survey found that while inflation and gas prices have less of an impact on vacation plans than they did in October 2023, perceptions of travel safety have declined slightly, with 48% of travelers found that 52% believe international travel is safe; last year.
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Fast Facts: Further discoveries from research
– Top states attracting leisure travelers include Hawaii (67%), Florida (66%), California (57%), and Colorado (56%). Other destinations include Las Vegas (59%), Maui (58%), and Honolulu (58%).
– 56% of respondents say they are willing to pay more to support environmentally responsible suppliers. By generation, Gen Z and Millennials value sustainability the most in their travel decisions.
– Three in 10 travelers report using artificial intelligence (AI) tools to plan their trip, and this technology is most prevalent among young travelers.
What they say: Travelers prioritize experiences and personal values
Chris Davidson, executive vice president of MMGY Travel Intelligence, said: “Despite travelers reporting increased safety concerns about international travel, overall interest and intention to travel has increased. It continues,” he said. “Travelers continue to prioritize spending on experiences, and people's travel decisions are increasingly influenced by values such as a commitment to environmental sustainability.”
