Travel Trends and Preferences

Despite high inflation and rising costs, Americans remain committed to traveling. Many are planning at least two domestic trips this year, and nearly 2 in 5 (37%) are also planning international trips, averaging $2,904 per trip. Summer remains the most popular travel time, while a third of travelers choose off-season trips to save money.

Spending and Savings Strategies

• Advance Planning: Most Americans (35%) plan their trips 3 to 6 months in advance, while 17% plan spontaneously, booking within 4 weeks of departure.

• Cost-Cutting Measures: Many Americans cut back on dining out to save for travel. This trend is most prominent among Gen Xers (73%) and Millennials (69%). Additionally, one in five Millennials are postponing major purchases, such as buying a home, to fund their travels.

Financial Stress and Peer Pressure

• Debt for Travel: Spontaneous travelers are 71% more likely than meticulous planners to incur debt for travel, with 27% of these individuals needing over a year to repay their travel debt.

• Peer Pressure: A quarter of Gen Zers (24%) feel pressured by friends to take trips they cannot afford.

• Top Financial Stressors: These include eating out for every meal (51%), worrying about credit card bills upon returning home (29%), paying for special events and adventures (27%), and covering local transportation costs (24%).

Splurging Priorities

When it comes to discretionary spending, Americans prioritize dining (57%), experiences (47%), and lodging (41%). Gen Z is particularly inclined to splurge on experiences (52%), while other generations focus more on dining.

Travel Destinations

For domestic travel, the top destinations are New York City, Las Vegas, and Honolulu. Internationally, Tokyo, London, and Paris are the most sought-after locations. Tokyo is especially popular among Gen Z travelers, with nearly 3 in 10 expressing a strong interest in visiting.

Travel Priorities

American travelers have various priorities, including relaxation (57%), family time (51%), adventure (47%), enjoying nature and wildlife (36%), and culinary experiences (30%). Gen Z travelers are most likely to seek adventure (69%), while Baby Boomers prioritize relaxation (61%).

Conclusion

Amid economic challenges, Americans continue to prioritize travel, adjusting their budgets and spending patterns to focus on meaningful experiences. The survey, commissioned by Empower and conducted from March 14-18, 2024, provides valuable insights into the evolving travel habits of American consumers.

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