Welcome to 2019: American Traveler Sentiment Weakens

Complete results from our January The State of the American Traveler survey will be released in February.  As an early sneak peak, this post looks at domestic traveler sentiment and what may be early signs of a softening leisure market.

The new year has started with undertones of considerable uncertainty. While economic indicators had remained strong for much of the past year, talk of a slowdown now is in the wind. Sluggish growth, trade wars, higher interest rates, inverted yield curves, political gridlock and government shutdowns are all part of the conversation. We are currently experiencing what may be early signs of a pessimistic shift in the collective traveler psyche, as our latest sentiment tracking survey point toward a potential weakening of the domestic leisure travel market.

Every quarter, Destination Analysts ask a representative sample of 2,000 American leisure travelers about their travel plans for the upcoming year. In the most recent survey wave, the percent of travelers who said they expect to travel more in the next 12 months decreased. Only 33.4 percent said they would be taking more trips, compared to 37.0 percent one year earlier. As this data typically has a seasonal pattern, comparing past January waves is likely to be the best point of reference. The chart below shows how travel expectations have dipped significantly below performance levels seen in the past two years.

 

 

 

 

 

 

 

 

 

 

 

 

 

This moderate degree of pessimism seen in trip expectations also extends to future travel spending. When asked if they expect to spend more in the upcoming year on leisure travel, only 32.2 percent of American leisure travelers said that they would be beefing up their expenditures. This is down from 36.5 percent one year ago.

 

 

 

 

 

 

 

 

 

 

 

 

 

Travel volume and spending expectations have indeed softened, but potentially more unsettling is a drop in the general sentiment of how important leisure travel is as a budgetary item. Once a year, we ask how much priority travelers intend to place on leisure travel as they allocate their family budgets. At this time last year, nearly two-thirds of American leisure travelers (65.3%) said that leisure travel would be at least a “somewhat high priority.” This year, the corresponding figure has sharply dropped to 59.6 percent. The chart below shows the results from this year.

 

 

 

 

 

 

 

 

 

 

 

 

So, what’s the bottom line? It may be too early to tell. As we move further into 2019, we expect that the domestic leisure market will likely remain robust, however a significant downside potential exists. With uncertainty on so many fronts, we’ll hold our breath and hope for a positive outcome.

Red Tide: DMOs & Ecological catastrophes

Earlier this year, our blog examined a variety of natural disasters through which our clients had unfortunately been suffering. (Read more here)  Of course, we hoped that was the end of it. Our friends in the industry would see no more trouble; or as the great Willie Nelson said, “nothing but blues skies from now on.” Alas, those dreams were shattered this summer when a severe and unusually persistent Red Tide ravaged the south Florida tourism industry.

If you’re not familiar with what a Red Tide is, it’s a real mess. Red Tide is a dangerous accumulation of naturally-occurring microscopic alga that has been documented along Florida’s Gulf Coast since the 1840’s and occurs nearly every year. It can harm sea life as well as cause respiratory inflammation and unpleasant burning skin reactions in humans. A combination that is not good for tourism. This year, an unusually persistent Red Tide — the longest in the area since 2006 — happened along the Florida Gulf Coast. In coastal tourism communities, the impact to the local tourism economy was severe.

If there is any good news in the situation, it’s that only half (49.1%) of American leisure travelers had actually heard of the Red Tide situation prior to taking our most recent The State of the American Traveler survey. (This may be one of the few cases where a destination marketer wants its customers to be in the dark, unfamiliar with its product.) Still, amongst American leisure travelers, the event has had a significant impact on desires to visit.

When asked how the Red Tide would impact their travels in the next 12 months, 40.3 percent said it would make them less likely to visit the Florida Gulf Coast. While a certain percentage seem interested in experiencing this unusual event, they are outnumbered 5 to 1 by those who say they are less likely to visit.

Impact of the 2018 Red Tide
(Effect on Likelihood to Visit the Florida Gulf Coast in the Next Year)

 

 

 

 

 

 

 

 

 

 

 

 

The impression left by this disaster with travelers isn’t good. While it is unclear how this will actually impact travel behavior, let’s hope that people have short memories and that the upcoming year will be a banner one for Florida tourism. As a matter of fact, as we move into the New Year, let’s hope for a 2019 free of the disasters that have recently destroyed the great work being done by our destination marketing community.

California Dreaming

Americans love the great outdoors. Two out of three say experiencing nature (away from urban areas) is usually an important part of their leisure trips. Furthermore, over 40 percent say the idea of taking leisure trips focused primarily on being outdoors and experiencing nature is appealing. With this in mind, we look at which destinations are set to capitalize on this passion in 2019.

No doubt about it—the winter days are upon us. Time to slow down, cozy up and dream of the tropics. What’s that? Humidity’s not for you? Right then—maybe the slopes. Saguaro and desert blooms? Mangroves and mossy trees? Amber waves of grain? Lucky for us, our beautiful country has it all.

If you’re like most Americans, you probably have a pretty good idea of where you’ll go next to soak up the great outdoors. (Forest bathing in the Redwoods, anyone?) But if you’re looking for further inspiration, we’ve got you covered. In our latest The State of the American Traveler survey we posed the following scenario to a nationally-representative sample of leisure travelers. “Imagine a friend wants to take a leisure trip focused primarily on being outdoors and experiencing nature. This friend comes to you for advice and asks where to he or she should go. Which two states would you be most likely to recommend for being outdoors and experiencing nature?”

Here’s a list of the top states. Where would you recommend your friends go in 2019? Will you take your own advice?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Wherever your greener pastures lie, take advantage of these extra-long winter nights to conjure the outdoor odyssey of your dreams.

Is Influencer Marketing Worth Your Time?

Now trending on Instagram, YouTube, Pinterest and beyond, digital influencers are moving the needle for destinations of all types. Our latest research sheds some light on the extent of their impact.

Influencer marketing has quickly grown into a big business over the past few years, and savvy destinations around the world are already working to incorporate it into their marketing mix. However, there seems to be a general lack of understanding about this relatively new approach to destination promotion. Whether the goal is to create “buzz” around a destination’s brand, to establish credibility in the marketplace, or simply to generate direct bookings, many of our clients have admitted that they feel like they’re flying in the dark. With this in mind, we added a few relevant questions to this month’s The State of the American Traveler survey to take a basic measure of the market. Specifically, we sought to learn how many leisure travelers are using content created by these so-called digital influencers, which traveler segments are being influenced, and, perhaps most critically, what they’re using this content for.

But this isn’t an easy nut to crack. A major hurdle faced in asking travelers about the impact that digital influencers have had on their travels is a definitional one. What exactly is a digital influencer? In marketing circles, we at least have an idea of what the term encompasses, but of course, it would be poor survey form to expect all travelers to be familiar with the concept. So, we defined it for them:

DEFINITION: A “DIGITAL INFLUENCER” is a person who has established credibility online and who shares their opinions and experiences with a large audience. This can include bloggers, travel writers, YouTube personalities and/or persons with large followings on social media (Twitter, Instagram, Facebook, Pinterest, etc.).

 

For those interested in entering the game of influencer marketing, the survey results look promising. Nearly one in five American leisure travelers (18.3%) reported that they have indeed used the opinions of a digital influencer in their travel planning sometime in the past year. Furthermore, the generational differences among respondents is striking. Over one-third (36.8%) of Millennial travelers say they have used content from a digital influencer to help plan a leisure trip in the past year. For now, it seems that the older generations are somewhat less susceptible to being ‘influenced’ in this way – only about one in five Gen Xers (19.9%), and fewer than one in ten Baby Boomers (8.0%) reported using the opinions of a digital influencer to help plan their travel in the past year.

And what types of decisions are they influencing?  The answer will be music to the DMO marketer’s ears. (Drumroll please.) When asked what travel planning tasks they had used digital influencer-generated content for, survey respondents most commonly said it was to help select the destinations they would visit. More than half of those influenced in any way (55.1%) said that in the past year, they had made at least one destination decision based on digital influencer content. The typical respondent also indicated that several of their other travel-related decisions were impacted, too – on average, a total of 3.6 decisions (see chart below).  The decisions affected range from the restaurants they choose to dine at in a destination, to which hotels to stay at, where to shop, and to how to get around using local transportation.

Finally, those who indicated that they had selected a destination to visit based on content from a digital influencer were asked to categorize the type of place it was that they visited. Beach destinations, national parks and big cities were the most common answers, but as the chart below shows, destinations of all types are receiving traffic driven by digital influencers.

Simply put, digital influencers are important. They’ve already carved out a significant niche in the battle for consumer attention, and their impact will likely continue to grow.

The Impact of Recent Disasters on Destinations

Natural and man-made disasters have been known to wreak havoc on a destination’s reputation and visitor volume. But how much do disasters truly affect the interest of travelers in visiting a destination, and how long do these effects linger? We asked American leisure travelers for an answer, and found that people may not hold onto these negative associations for as long as we had thought.

They say that life comes at you fast, and in the last several months, several of our friends in the industry have experienced this firsthand. Unexpected natural or human-caused disasters have touched their destinations, consequently impacting their brands and their ability to attract visitors. From wine-country wildfires to political riots on the East coast, a series of disasters have struck the destinations represented by several of our clients. Beyond the immediate difficulties, concerns and questions about their longer-term effects are being raised.

To help shed some light on the issue, we added a few pertinent questions to our most recent The State of the American Traveler surveys. This blog post shares some topline findings, and suggests that travelers may not hold onto these issues as long as we think.

The first piece of good news is that awareness of these disasters is far from universal. In fact, when we began looking into this last October, only about one third of American leisure travelers said they were even aware that the California coast at Big Sur had been closed to visitors due to crippling winter landslides. Fewer than half of travelers (48.8%) knew that the State of Oregon had been hamstrung by crippling wildfires. Even in these crazy times, politics may not be on the mind of as many of us as one might think. Only two-thirds of American leisure travelers were aware that the City of Charlottesville, Virginia had been the scene of dramatic political unrest late last summer. Amazingly, one in ten of us was not aware of the Las Vegas mass shooting in October.

The chart below shows recall rates for each of several disasters happening last year, and fortunately, it appears our memories for these things are not long. For each of the disasters studied, in just three short months, the percent of travelers who report having heard about the event dropped significantly.

Recall of Disasters

There’s even more good news in the data. While the initial impact of a disaster on traveler sentiment may be significant, these negative feeling also appear to fade quickly. For example, in October when the fires had just ended, 37.1 percent of travelers said the Napa/Sonoma fires made them less interested in visiting the destination in the next twelve months, but by January this figure had fallen to only 18.4 percent. Similar results were seen for the other disasters.

Impact on Interest in Visitation

So it appears that uncomfortable feelings about a place generated by calamities evaporate fairly quickly. Damage to the tourism sector caused by these events doesn’t need to be long-lasting. Travelers’ memories are short, and people intuitively understand that time heals wounds caused to a place. Life does indeed come at us fast, but disaster-related problem for destinations can also quickly fade in the rearview mirror.

Data source: Destination Analysts, Inc. The State of the American Traveler, October 2017 and January, 2018. Note: The Thomas Fire was added to the survey in January. No data is available for October, 2017.

Destination Analysts

Record Travel Optimism as Summer Season Nears

In this most unusual of moments, there is a great deal of angst in the destination marketing world about the outlook for international visitation to the United States. Travel bans and outrageous rhetoric suggesting the possibility of “extreme vetting” for tourists from markets like Germany and France have analysts predicting that foreign demand for American travel product will fall sharply this year.  While this situation is an extraordinarily serious problem, signs from domestic travelers point in the other direction. Our recently finished Spring edition of The State of the American Traveler™ shows that, at least on the home front, the outlook for leisure travel is surprisingly positive. In fact, Americans are planning more trips and more spending in the upcoming year than ever before, pointing to a strong performance in the remainder of 2017.

According to our April The State of the American Traveler™ tracking survey, more Americans than ever are expecting to increase the number of leisure trips they will take in the upcoming year. Leisure travel optimism is at a record high, mirroring positive trends seen in more general consumer confidence indices. This enthusiastic outlook is illustrated by a record 39.7 percent of Americans saying they expect to travel more for leisure in the next year, up from 37.9 percent in January. Leisure travel spending expectations are also high, with 39.3 percent of American travelers expecting to increase their leisure travel spending in 2017.

The chart below shows this strong optimism, illustrating the share of American leisure travelers who (in the next 12 months) expect to travel more, less and the same as they did in the most recent 12-month period.

Travel Optimism on a Roll
(Percent of all leisure travelers)
 

Meanwhile, future travel sentiment across the country remains somewhat uneven, with residents of the West coast showing the highest levels of optimism for travel in the upcoming year.  42.4 percent of residents of the Pacific Coast region expect to travel more in the upcoming year, while 39.9 percent of travelers living in the Northeast and 40.9 percent in the Southeast expect to increase the number of trips they will take in the next year.

 Regional Expectations
(Percent of leisure travelers)
 

 

So, there we have it. Despite the fact that international visitation to the U.S. is predicted to decline, American leisure travelers are ready to go; planning to take more trips and spend more on travel compared to previous years.  One force pushing upward, and one downward. The specific impacts of these countervailing effects on individual destinations will, of course, vary. Whatever the ultimate outcome, it looks like we’re in for a very interesting year.

 

Health & Wellness Travel. A Cure to the Always-on Lifestyle?

Early to bed and early to rise makes a man healthy, wealthy and wise.

— Benjamin Franklin

Ben Franklin understood something we modern folks have forgotten.  Getting ample rest and relaxation is vital to a happy and productive life.  Not only are we a chronically sleep deprived nation, with 40 percent of us getting less than the recommended amount of nightly slumber, our use of vacation time has plummeted in recent years.  The U.S. Travel Association reports that (on average) Americans take only 16 days of vacation a year, one full week less than in 1980.  The list of problems and health risks associated with our “always-on” lifestyle is well-known and includes an array of detrimental effects including heart disease, depression, cognitive impairment, diabetes, anxiety disorders, obesity and even the potential for a dreaded loss of enthusiasm for bedroom fun!

At Destination Analysts, we don’t need research to tell us that this is simply no way to live.  And, possibly in response to this crisis, many Americans now seem to share our concern and are taking their vacation advice from Poor Richard’s Almanac.  Many of us are now building vacation experiences specifically around health and wellness.  In a recent The State of the American TravelerTM survey, we explored Americans’ interests in travel specifically to nurture personal health and wellness.  The results are intriguing, and suggest that destination marketers would be well-advised to keep their eyes on this market and be ready to take advantage when possible.  Consider the chart below.

Health & Wellness Trips Taken (Past 12 Months, American Leisure Travelers)

Question: How many of these leisure trips were focused primarily on trip activities to promote your personal health and wellness? Base: Percent of American Leisure Travelers.

Nearly one quarter of American leisure travelers have taken a “health and wellness” trip in the past year.  However, one such annual trip is simply not enough for many of these travelers.  The average health and wellness traveler took 2.96 such trips in the past year, with one in twenty who took four or more such trips last year.  That’s a lot of trips and likely a lot of money spent.  Health and wellness travel is clearly a very significant and possibly under-serviced niche market.

Interestingly, it seems as if those travelers most in need of health and wellness trips may be the least likely to actually take them, and vice versa.  The graphs below show that Millennial leisure travelers are most likely to have taken at least one health and wellness trip in the past year.  Undoubtedly a result of their relative youth, they are also the least likely generation to report that personal health concerns had kept them from traveling in the past year.  In short, they are twice as likely as Baby Boomers to take health and wellness trips, and half as likely to say they reduced their travels this last year over health concerns.

 

Health & Wellness Trips Taken (Past 12 Months, by Generation)
Reduced # of Leisure Trips Taken for Health Reasons (Past 12 Months, by Generation)
Question: How many of these leisure trips were focused primarily on trip activities to promote your personal health and wellness? Base: Percent of Leisure Travelers.
Question: In the PAST 12 MONTHS, which (if any) of the following kept you from traveling more for leisure than you would have otherwise preferred?  Base: Percent of Leisure Travelers.

Gen X actually looks like it may be a sweet spot for health and wellness travel.  Fully a quarter of American Gen X travelers have taken a wellness trip in the past year and these Gen X wellness travelers have taken 3.6 trips such trips in the past year on average (compared to 2.4 such trips amongst Millennial health and wellness travelers).

What does health and wellness travel really entail?  To find out, we asked survey respondents to tell us what health-related activities they would be interested in doing on their leisure trips.    For the most part, American travelers as a whole are most attracted to better known, relaxation-related activities like massages (36.3%), hot springs (35.5%) and spa treatments (32.2%).  Other health and wellness-oriented activities fell further behind amongst the general traveling public, although younger travelers clearly exhibit more diversity in the health and wellness activities they are enthusiastic for.  The diagram below shows the proportion of leisure travelers in each generation who say they’re interested in an array of health-related activities tested.

Interest in Health & Wellness Activities (Percent of travelers, by generation)

Question:  Which of the following would you be interested in doing on your leisure trips? Base: Percent of Leisure Travelers.

Health and wellness travel clearly represents a very large potential market, but one that appears to be more alluring to Millennial and Gen X travelers.  While surely niche markets exist for other healing activities outside the mainstream, the health and wellness activities these travelers will most commonly desire are likely to revolve around more traditional spa-related ways to reduce stress.  With this focus, we hope that destinations that can position themselves as a unique place to relax and rejuvenate will cash in on those seeking relief from the harried, always-on lifestyle of the American traveler.

Americans are Ready to Travel

According to our latest national survey, American leisure travel expectations hit a new high in October.  While travel expectations have been on a positive, stable trajectory for years now, our Fall The State of the American Traveler national tracking survey recorded a strong upward surge in expectations for leisure travel in the upcoming year.  This optimism is shown by a record 37.4 percent of Americans saying they expect to travel more for leisure in the next year, up from 32.2 percent just 3 months earlier. Leisure travel spending expectations are also similarly high, signaling that prospects for continued growth in this segment are strong.

The table below shows the proportion of American leisure travelers who (in the next 12 months) expect to travel more, less and the same as they did in the most recent 12-month period.  The results show strong current traveler optimism.

Travel Optimism Soars
(Percent of all leisure travelers)

Meanwhile, future travel sentiment across the country is slightly uneven, with residents of the coasts showing the highest levels of optimism for travel in the upcoming year.  40.2 percent of residents of the Pacific Coast region expect to travel more in the upcoming year, while 36.7 percent of travelers living in the Northeast and 38.9 percent in the Southeast expect to increase the number of trips they will take in the next year.  Future travel expectations in the central areas of the country are marginally lower.

Travel Optimism: by Region
(Percent of regional residents expecting to travel more in the next 12 months)

 

 

Much of this current optimism is being generated by younger travelers.  The charts below show the most recent survey’s data broken out by generation.  As is typically the case, younger travelers show the highest propensities to be planning more travel in the upcoming 12 months.  Nearly two thirds (57.9%) of Millennials currently say they will travel more in the next 12 months.  By comparison, only one quarter of Baby Boomers (26.8%) are planning to bump up the number of trips they will take in the next year.  For Millennials, these are big changes from what was seen this summer.  In our July survey, only 51.4 percent of Millennials said they were planning to take more trips.  The older generations have shown much smaller growth rates between the two most recent survey waves.  It seems clear that growth leisure travel volume in 2017 may depend on the younger generation’s ability to live out these high expectations.

Travel Optimism: by Generation
(Percent of Americans by generation expecting to travel more in the next 12 months)

 

For more detail, download the latest summary report here.
Destination Analysts

Bratton Speaks at HSMAI/DFWATC Forum

Destination Analysts’ Takes on the Dallas Leisure Market

Destination Analysts’ founder recently presented one of our company’s most popular speaking topics to a group of hoteliers and DMO professionals at a joint luncheon hosted by the Hospitality Sales and Marketing Association International and the Dallas Fort Worth Area Tourism Council. Several hundred tourism leaders from the Dallas area were presented new data from Destination Analysts’ The State of the American TravelerTM and The State of the International TravelerTM studies, as well as video interviews of travelers discussing their perceptions of Dallas. A summary of key takeaways follows:

The DFW Metroplex is America’s fourth biggest city. Yet, like many destinations, it suffers from a significant awareness and understanding deficit both domestically and abroad. The situation is shown below, using findings taken from our most recent The State of the American TravelerTM survey–a nationally representative survey of 2,000 domestic leisure travelers. When asked in an unaided question to write in the five domestic destinations they most want to visit in the upcoming year, only 2.3 percent wrote in Dallas. The only other area cities receiving votes were Fort Worth (0.2%) and Arlington (0.1%). These disappointing results are, of course, not commensurate with a great city like Dallas.

 

dallas1

 

What’s beneath this situation? Despite the outstanding efforts of the metro area’s DMOs and the tourism community overall, the Metroplex obviously faces stiff competition from many compelling and well-funded destinations around the country. Obviously, too, the destination’s message hasn’t penetrated deeply into travelers’ awareness. The chart below shows (for numerous destinations) the relationship between destination appeal, perceived traveler familiarity, and likelihood of visitation. The chart shows visually that the more appealing a destination is, the more likely travelers are to say they are likely to visit it. Further, higher levels of familiarity foster both appeal and likelihood to visit. In this perspective, the Metroplex, while outpacing in-state rivals Austin and Houston, sits in the rear-middle of the pack nationally. This is no place for what is undeniably one of the nation’s most unique and vibrant communities. In our view, this dramatically highlights the need for local communities to continue to support (and very importantly fund) the marketing efforts of area destination marketing organizations.

 

dallas2

 

We won’t go into the detailed data in this blog post, but Dallas’ story is the same for international markets. Our The State of the International TravelerTM survey asked 800 likely international travelers in each of 14 major international feeder markets the same set of questions—measuring traveler familiarity, destination appeal and likelihood of visitation. These international results mirror the domestic ones, with Dallas getting relatively low rankings for all three metrics when compared to an array of other U.S. destinations.

The Silver Lining

The DFW Metroplex is a world-class destination, with fantastic attractions, attributes and significant potential. When you’re familiar with the place, it’s hard not to be optimistic about the possibilities. Despite the destination’s challenged current position, our research shows that the area is seen as attractive by a very valuable audience–sophisticated, younger travelers willing to spend money of leisure travel. A segmentation analysis shows that when we compare travelers who say they find Dallas to be an “Appealing” leisure destination to other travelers (i.e., those who do not find the city to be an appealing leisure travel destination) an interesting profile emerges:

American Leisure Travelers who Find Dallas Appealing are:
(Compared to those who don’t find Dallas Appealing)

Demographically different. They are:
More ethnically diverse (69.9% vs. 80.6% Caucasian)
More likely to be Millennials (37% vs. 21.0%)

Frequent Travelers. They:
Took more leisure trips taken in past 12 months (4.8 vs. 4.2 trips)
Are more likely to be international travelers (37% vs. 21% have traveled overseas in the past 12 months)
Have higher travel optimism (44% vs. 31% expect to travel more this year than last)
Are 68% more likely to expect to visit a metropolitan destination this year for leisure reasons

Consume Far More Travel Content When Travel Planning
(% that used each resource to plan a leisure trip in past 12 months)
User-generated content (69% vs. 55%)
Social media (68% vs. 42%)
Online Travel Agencies (40% vs. 27%)
Information gathered from a mobile phone (69% vs. 42%)
A DMO website (50% % vs. 30%)

Bigger Travel Spenders. They have:
Similar incomes, yet…
“Personal financial reasons” constrained their travels less this year (36% vs. 40%)
Expect to spend more this year on leisure travel (44% vs. 31%)
Have 30% larger annual travel budgets ($4,100 on average)

Destination Analysts

American Travel Optimism Soars

The State of the American TravelerTM – April Update

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Oops! If you’ve arrived here via our email, please forgive the glitch in our copy.  If you’re interested in romance and the American traveler, click here.  If not, please just read on to see how American travel optimism is at an all-time high!

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If you’ve been paying attention, you’ll know that the U.S. economy has been throwing off some seriously mixed signals during the early part of this year. The bull market turns into a bear, then reverses itself. First quarter GDP growth weakens, but now seems likely to be revised upward; with many economists now seeing the second half of the year as one of strong growth. Long troublesome exchange rates flip, possibly even hitting an inflection point where the dollar may become a boost to exports. Meanwhile, recent data shows the domestic service sector expanded in April as new orders and employment both jumped.

Whatever happens during the rest of the year, we know that ours is a consumer driven economy. Consumers account for more than 70 percent of spending, and in the moment are surprisingly bullish about their future leisure travel. Our April The State of the American TravelerTM survey shows travelers cheerful mood is clearly ongoing. Our survey tracks traveler intent to travel and spend in the upcoming year. Both measures reached historic levels this month. The chart below show this enthusiasm, as more travelers are planning to take a greater number of trips in the upcoming year.

Travel Optimism Grows to Record Levels
(% of American Leisure Travelers Expecting to Take More Trips in the next 12 Months)1

Not only are American travelers planning to travel more, they’re ready to spend.  As the chart below shows, spending expectations are also sky high.  More than one third (35.5%) of travelers expect to spend more in the upcoming year than they did in the last one–yet another record.

Travel Spending Expectations Up
(% of American Leisure Travelers Expecting to Spend More on Leisure Travel in the next 12 Months)

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As we move into the peak of summer travel season, this optimism bodes very well for the travel industry.  Mixed economic signals or not, American travelers seem primed for an excellent season of exploring our many great destinations.