Sunny Forecast for Summer Travel: Nearly Half of All Americans Are Planning to Vacation This Season.
MMGY Travel Intelligence | July 06, 2023
Short-term trips, cannabis tourism and other trends stand out in latest MMGY Global Survey
Building upon the significant gains from 2022, new research by MMGY Travel Intelligence indicates that the American tourism industry will experience another blockbuster summer in 2023. According to the latest edition of the research firm’s Portrait of American Travelers® study, 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%) planning to travel this summer specifically.
“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,” said Chris Davidson, Executive Vice President of MMGY Travel Intelligence.
The survey, which examines the behaviors and preferences of more than 4,500 U.S. adults on a quarterly basis, also found that most Americans now regard travel as a direct reflection of their self-identity. More than half of all survey respondents (51%) agreed with the notion that the places they visit say a lot about who they are.
“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,” said 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.”
Other key observations from the Portrait of American Travelers® “Summer Edition” follow.
About the 2023 Portrait of American Travelers®
MMGY Global’s Portrait of American Travelers® study provides an in-depth examination of the impact of the current economic environment, prevailing social values, and emerging travel habits, preferences and intentions of Americans. Now in its 33rd year, it is widely regarded as a leading barometer of travel trends and an essential tool for both the development and evolution of brand and marketing strategy. The travel trend information presented in this “Summer Edition” report was obtained from interviews with 4,501 U.S. adults in April and May 2023 featuring data from four generations: Gen Zers (18–25), Millennials (26–41), Gen Xers (42–57) and Boomers (58–76). The Silent/GI generation (77+) was also surveyed, but results are not broken out for this specific generation due to a small respondent sample size. This is the second of four quarterly reports to be released this year.
Jim Hepple is an Assistant Professor at the University of Aruba and is Managing Director of Tourism Analytics.