Key Takeaways:
- Cost remains the most important factor when planning a trip;
however, it is not hindering travel
- International travel continues to rise, with destinations
across the Caribbean and
Asia trending
- Road tripping is the most popular trip type for Americans this
winter
NEEDHAM,
Mass., Nov. 14, 2023 /PRNewswire/
-- Tripadvisor's Winter Travel Index, released today, reveals
that 58% of Americans in a recent survey will travel this season.
Though the findings are on par with Tripadvisor's data last winter
(59%), this figure rises to 63% of Millennial and 68% of GenZ
travelers who say they will travel this season.
The vast majority (91%) are planning travel for specific
seasonal reasons, including winter festivals (36%), winter sports
and activities (30%), school breaks (30%), and national, cultural
or religious holidays (43%).
"This season, we're seeing Americans confident in taking
bigger trips. About half plan to travel more than they did last
winter, and they are more likely to take a long trip (5+
nights)," said Alice Jong,
Senior Research Analyst at Tripadvisor. "Price and weather top
the list of hesitations about travel, while COVID-19 has dropped to
a more moderate concern. The bottom line is the vast majority (73%)
agree that travel is extremely important to them, and they'll
prioritize it this season and into 2024."
Cost Cutting Dwindles
Cost remains the most
important determinant for Americans planning a trip, and prices
influence travel dates for 40%; however, cost is not hindering
travel. In fact, 93% of Americans planning to travel this winter
will spend the same or more on travel than they did last year.
Furthermore, 57% will travel as planned this season regardless of
economic factors.
Of the 34% reporting they'll alter their travel plans due to
economic factors, not all face negative impacts. Respondents cite
lower inflation and gas prices, strength of currency and positive
change in financial circumstances as reasons they'll elevate their
winter travel plans.
As such, Tripadvisor's Winter Travel Index indicates an uptick
in travel due to positive economic factors: one-quarter (25%) will
take more trips and 30% will take longer trips.
While most Americans will take 1-2 trips (76%) this winter,
nearly one-quarter (24%) will plan three or more – well above the
average of all other markets surveyed* (14%); once again, this
finding underscores how Americans are comfortable traveling and
spending money. Notably, GenZ is most likely to take more trips
(3-5).
International Travel Continues Growth
While domestic
travel reigns supreme, with 68% of American travelers planning to
stay stateside this winter, one-third (32%) of Americans intend to
travel abroad, including 14% planning an international trip and 19%
traveling both domestically and internationally. This figure
maintains steady growth over the past several seasons, commensurate
with reopened borders and decreased financial strain.
Additionally, traveling 4-6 hours from home is the most popular
(39%), but more than one-third (36%) of avid travelers will venture
over seven hours, illustrating that people are willing to devote
time to get to their winter vacation.
Consistent with this fall, 71% of U.S. travelers will visit a
destination they have been to before (this is most common for
Boomers). Still, looking to broaden their horizons, 29% will travel
somewhere new and 59% will book activities to enhance their
trips.
Caribbean & Asian
Destinations Trending
The top destinations Americans
will visit this winter, based on Tripadvisor's
first-party data, include the quintessentially popular
New York City, Orlando and Las
Vegas, respectively. Internationally,
Mexico and the Caribbean make up all the top 10
most popular winter destinations for Americans, as sunny beach
spots beat out bustling European cities as colder weather arises.
However, lesser-known destinations from the Caribbean are alongside Asian cities on the
rise this winter, seeing the greatest year-over-year growth in
interest.
Trending International Destinations
- Las Galeras, Dominican Republic
- On the northeast coast of the D.R., Las Galeras is renowned for
its beautiful, yet remote, beaches and hiking opportunities.
- Fasmendhoo, Maldives
- This small island in the north Maldives is home to one of the top
all-inclusives in the world, according to Tripadvisor's 2023
Travelers' Choice Awards.
- Hong Kong, China
- Delectable dim sum, floating islands, and a one-of-a-kind
skyline are just some of Hong
Kong's enchanting features.
- Frederiksted, U.S. Virgin
Islands
- On the island of St. Croix, Frederiksted is a popular cruise
port. History, beaches and botanical gardens mark the destination's
most popular activities.
- Herradura, Costa Rica
- This coastal town's name derives from the horseshoe shape of
its bay. It's popular for horseback riding and catamaran
adventures.
- Mudhdhoo, Maldives
- Mudhdhoo is an island in the Baa Atoll that looks exactly like
the Maldives from pictures: clear
blue seas, overwater bungalows, and white sand beaches.
- Cabo Rojo, Puerto Rico
- On the southwest coast of Puerto
Rico, Cabo Rojo's National
Wildlife Refuge is known for its diverse ecosystems, including
mangroves and coral reefs. Plus, don't miss the breathtaking salt
flats.
- Imerovigli, Greece
- Imerovigli looks exactly as a Santorini village should: iconic
whitewashed buildings with sapphire domes, narrow crisscrossing
walking paths, and picturesque sunsets.
- Osaka, Japan
- Osaka is a stylish shopping
hub with an excellent culinary scene. Top city attractions include
the aquarium, Osaka Castle, Universal Studios Japan, and the
futuristic Floating Garden Observatory.
- Playa Panama, Costa Rica
- Another Costa Rican adventure spot, Play Panama, on the
northwest part of the island, is famous for its wildlife and
waterfalls.
Road Trips on a Roll
Not just a pandemic
pastime, road trips regain popularity as the top trip type (25%)
for Americans this winter, followed by cultural sightseeing (16%)
and nature (14%). This differs from all other countries surveyed
where culture is the No. 1 trip type.
While 41% of Americans will fly to their destination, 38% will
drive. U.S. respondents are also more likely to stay with friends
and family on their trip. These preferences paint a desire for more
control and a shift away from unpredictable air travel.
Best Time to Travel
December 25-31 will be the most popular travel
week, based on hotel searches on Tripadvisor,
unsurprisingly as it coincides with school vacations. December 26 is the No. 1 hotel check-in day, as
many opt to enjoy Christmas as home before jetting off on vacation.
Travelers looking to avoid congestion should steer clear of this
time as possible.
For those still planning where and when to go, below are the
most affordable weeks** to visit popular destinations during the
winter period:
- New York City: January 29-February 4
- Orlando: December 11-17
- Las Vegas: December 18-24
- Cancun: December 4-10
- Punta Cana: December 11-17
- Cabo San Lucas: December 4-10
Action & Adventure
The most popular experiences
Americans surveyed have booked so far include outdoor activities
(33%); food and wine tours (30%) and shopping (29%). Again,
Americans differ from their international counterparts, who rank
cultural tours/historical sites as the most popular travel
experiences.
Though they may skew away from culture, Americans are
prioritizing adventure this winter, as 36% will take part in
outdoor activities on their trip.
While making memories and relaxing/rejuvenating represent the
top purposes of winter trips, nearly one-third (30%) of Americans
cite their main goal as having an adventure, up from the 23% global
average. Notably, while every generation prioritizes relaxation,
younger respondents (Millennials and GenZ) are more likely to seek
adventure and explore something new than older generations (Boomers
and GenX).
Across the board, Americans are packing their trips with
activities: 32% have/will book 1-2 activities, 56% will book 3-5
(above global average of 44%), and 12% will book 6-8 (above global
average of 7%). These will most frequently be a mix of free and
paid activities.
Many of the most-booked experiences to-date on
Tripadvisor speak to travelers' thirst for adventure:
- Jungle Queen Riverboat Cruise - Fort Lauderdale
- Half Day Snorkel Trip on Reefs - Key West
- Chichen Itza, Cenote and
Valladolid Tour - Cancun
- Small-Group Cruising and Snorkeling Catamaran Tour -
Punta Cana
- ATV and RZR Jorullo Bridge Experience - Puerto Vallarta
- UTV & ATV Aruba's Secret Beach & Cave Pool
Adventure - Aruba
- Guided LED Night Kayak Excursion - Puerto Rico
A Look Ahead
The travel landscape in 2024 looks
promising: over three-quarters of Americans surveyed (77%) plan to
travel next year. The vast majority of those (94%) will travel the
same amount or more than they did in 2023.
Initial Tripadvisor research results reveal June and July will
be the most popular travel months for Americans, unsurprisingly as
summer vacations commence. March and May are slated to be the next
major travel times.
Notes to Editor
*Markets surveyed include
Australia, Italy, Japan,
Singapore, U.K. &
U.S.
**Most affordable time to visit is based on the lowest price
week of the average hotels that Americans are searching on
Tripadvisor between August 1 - September 30,
2023, for travel between December 1,
2023 - February 29, 2024, in a
sample of the most popular winter travel destinations.
Methodology
The data cited in this release was
gathered and analyzed from two key sources:
- A Tripadvisor Consumer Sentiment Survey, based on data drawn
from an online survey of over 2,400 consumers, in partnership with
Qualtrics, conducted between October 9-13,
2023 across six countries, including Australia, Italy, Japan,
Singapore, U.K. & U.S.
- Site behavioral data sourced from first party traffic data on
the Tripadvisor platform for searches made by travelers in the
U.S., U.K. and Japan between
August 1 - September 30, 2023 for
travel between December 1, 2023 -
February 29, 2024.
About Tripadvisor
Tripadvisor, the world's
largest travel guidance platform*, helps hundreds of millions of
people each month** become better travelers, from planning to
booking to taking a trip. Travelers across the globe use the
Tripadvisor site and app to discover where to stay, what to
do and where to eat based on guidance from those who have been
there before. With more than 1 billion reviews and opinions of
nearly 8 million businesses, travelers turn to Tripadvisor
to find deals on accommodations, book experiences, reserve
tables at delicious restaurants and discover great places nearby.
As a travel guidance company available in 43 markets and 22
languages, Tripadvisor makes planning easy no matter
the trip type. The subsidiaries of Tripadvisor, Inc.
(Nasdaq: TRIP), own and operate a portfolio of travel
media brands and businesses, operating under various websites and
apps, including the following:
www.bokun.io, www.cruisecritic.com, www.flipkey.com,
www.thefork.com, www.helloreco.com, www.holidaylettings.co.uk,
www.jetsetter.com, www.niumba.com, www.seatguru.com,
www.singleplatform.com, www.vacationhomerentals.com,
www.viator.com.
* Source: SimilarWeb, unique users de-duplicated monthly,
September 2023
** Source: Tripadvisor internal log files
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SOURCE Tripadvisor