Posted by the TravelPulse, on 06 July 2023

This summer is poised to be a monumental one for tourism as more than three-quarters of U.S. adults plan to take a vacation in the next 12 months, with nearly half of all adults (48 percent) planning to travel this summer specifically.

That's according to the latest edition of MMGY Travel Intelligence's Portrait of American Travelers study, which examines the behaviors and preferences of more than 4,500 U.S. adults on a quarterly basis.

Additionally, the survey found that most Americans now regard travel as a direct reflection of their self-identity, with more than half of all survey respondents (51 percent) in agreement with the idea that the places they visit say a lot about who they are.

"Though certain segments continue to lag, including the meetings/conventions and corporate transient travel categories, American interest in travel as a whole remains very, very high," Chris Davidson, Executive Vice President of MMGY Travel Intelligence, said in a statement.

"This notion of self-expression through travel – or 'identity travel' – indicates that Americans, now more than ever, seem to be seeking out destinations and activities that best align with their unique ideals and values," added Davidson. "As American travelers become more discerning with their dollar, marketers should take greater note of this changing mindset, working to clearly articulate and deliver on their brand values to attract those who see life through a similar lens."

The Portrait of American Travelers study also highlights some emerging trends, including those related to short-term trips and cannabis tourism.

MMGY Global credits inflation and rising travel costs with the increasing number of people opting out of travel altogether in the short term. The study found that nearly one in five adults say they have no travel plans at all, up from just 5 percent in 2021.

What's more, traveler interest in cannabis tourism remains high, with more than a third of U.S. travelers stating interest in participating in a cannabis-related activity while on vacation. Meanwhile, 31 percent voiced interest in cannabis effects that could complement and enhance their culinary experiences, the survey shows.

Road trips continue to be quite popular, with 63 percent of travelers embarking on a road trip in the past 12 months, marking the highest percentage ever recorded in the survey’s history.

International travel intentions are also holding strong, with 76 percent of active leisure travelers expressing interest in traveling abroad during the next two years. Younger generations, including Gen Zers (89 percent) and Millennials (84 percent) lead in this area.

Bespoke travel is becoming the new luxury travel, as only a third of respondents making more than $100,000 a year consider themselves "luxury travelers" while three-quarters of travelers agree that the memories they take from vacations are more valuable than any material item they purchased in the last year.

In terms of the top destinations, the Hawaiian Islands lead the way for domestic travel interest, edging out Las Vegas, California, the Florida Keys, New York City and Orlando. Internationally, Europe holds the highest traveler interest, followed by destinations in the Caribbean, Canada and Mexico, the study found.
 

To read the full report, visit the following link.