Update on American Travel Trends & Sentiment—Week of October 4th

Americans’ travel marketability continues to gradually recover from the Delta-variant damage but travelers are feeling more financial stress lately and some uncertainty about vaccine protection. Meanwhile, the reopening of the U.S. border to vaccinated international visitors is generating excitement for travel. And with the rash of poorly-behaved passenger incidents on airplanes lately, the concept of a national no-fly list of trouble-making passengers enjoys wide consumer support.

IMPORTANT: These findings are brought to you from our independent research, which is not sponsored, conducted or influenced by any advertising or marketing agency. Since March 15, 2020, Destination Analysts has surveyed American travelers about their thoughts, feelings, perceptions and behaviors surrounding travel—specifically in the wake of the coronavirus pandemic—and explored a variety of topics. The key findings presented below represent data from 1,200 American travelers collected September 29th-October 1st.

Key Findings to Know:

  • Although our indices show that travel marketability continues to gradually improve from the dramatic drop it took during the height of the Delta variant spread, Americans are feeling more financially stressed lately. When describing the current financial position of their household, the percent saying they will have money left to save this month dropped nearly 10 percentage points since September 18th to 56.1%. The percent who feel they will be better off financially a year from now also dropped 10 percentage points in the last 2 weeks, to 38.4%. Only one-third (33.5%) of American travelers report that it is a good time to spend on travel, down from 41.3% in just 2 weeks. Now fewer than half (48.7%) say that leisure travel is a budget priority, down from 55.0%.
  • A combination of the recent Delta-variant surge and seasonality, Americans have slowed their previous rabid demand for travel. With the Covid-19 data making it appear that the peak of the Delta-variant fueled surge is likely over, high concerns about contracting the virus dropped another 4% to 56.4%. The greatest proportion of American travelers believe the pandemic situation will remain the same over the next month (38.6%). Nevertheless, over half (53.6%) of American travelers continue to say that what’s recently happened with the Delta variant makes them less interested in traveling. And while 68.2% of Americans report travel planning or dreaming in the past week, back in June this was at 78.7%. Similarly, while 73.3% remain in a ready-to-travel-state of-mind, this was at 82.8% in June. In the past two weeks, the percent of Americans who report having trips plans in October and November has dropped another 4 percentage points for each month. One perhaps fortunate related impact is the improvement in resident sentiment towards tourism–the percent who don’t want tourists in town has dropped to 38.9% after reaching nearly half in August.
  • Some American travelers are not entirely confident in the protection their COVID vaccines are currently giving them, fueling a strong likelihood for boosters. 52.3% of vaccinated American travelers feel confident or very confident in the protection against COVID-19 their vaccination is providing them; another 34.2% feel somewhat confident. 13.6% of travelers feel varying degrees of “unconfident” in the protection their vaccine is giving them. As such, 67.8% of vaccinated American travelers say they plan to get a COVID-19 vaccine booster. Also, the recent progress towards COVID-19 vaccines for children ages 5 to 11 has made 32.9% of American travelers more interested in traveling in the next six months (Note: Interestingly, the effect is similar among those who travel with kids and others).
  • The announced reopening of the U.S. border to vaccinated international visitors is generating excitement. Over 30% of all American travelers—and nearly 57% of those who travel internationally—say this announcement makes them more interested in traveling in the next six months.
  • With the rash of poorly-behaved passenger incidents on airplanes lately, the concept of a national no-fly list of trouble-making passengers enjoys wide consumer support, and would even encourage travel. Nearly two-thirds of American travelers would “support” (23.1%) or “strongly support” (40.6%) airlines working together to create a national “no fly” list. In fact, the creation of such a list would make 44.9% more or much more interested in traveling.
  • Politics in play in travel. This week, 18.7% of American travelers say there are places in the U.S. where they feel they wouldn’t be welcome as tourists. 50.6% of these travelers cite political differences as the reason.

Follow us on social for infographics of these and other key findings. You can also download recent infographics here. Need assets for a presentation or something else? Find all the presentation decks from our ongoing traveler research here—new decks posted on Tuesday afternoon. And please join us Tuesdays at 11:00am EST for a live presentation of the latest insights into traveler perceptions and behaviors.

We appreciate your support of this research from our small but mighty team of devoted tourism researchers.
To make sure you receive notifications of our latest findings, you can sign up here.


Have a question idea or topic you would like to suggest we study? Let us know!


We can help you with the insights your tourism strategy needs, from audience analysis to brand health to economic impact. Please check out our services here.