New Hilton Survey Highlights Pent-Up Travel Demand

After six months of restrictions brought on by a global pandemic, 95% of Americans are missing travel right now, according to a new study released by Hilton on Monday.

As many traveler advisors know, traveling brings long-lasting joy. Indeed, the survey found that 9 in 10 respondents said travel memories are the fondest they have. Travel – more so than special occasions or personal achievements – is attributed to creating their most frequently recalled “happy memory,” with the majority of those surveyed also citing that creating these lasting memories is a primary motivation for their trips.

These memories are more valuable than materials items; 54% said travel memories are more important than their favorite piece of jewelry, and 53% say those memories are more important than their smartphone.

According to the report, 94% of respondents who travel plan to do so once restrictions and limitations are lifted. Two-thirds plan to make travel a priority and plan to take that bucket list trip they have always dreamed of.

Additionally, two-thirds vow to quit putting off taking trips on their vacation wish list and make their dream vacations a reality, while 66% will quit putting off special trips they have always wanted to take.

In more good news for advisors, over one-third of Americans plan to travel more than they previously did once travel restrictions are lifted and three in five (62%) will be more adventurous by journeying to brand new places to make travel memories.

The survey, conducted by Kelton Global, was taken by 2,030 Americans over the age of 18 online during the period of Sept. 7 to Sept. 14, 2020, with a margin of error of +/- 2.2%.

It’s part of Hilton’s new “To New Memories,” its first global marketing campaign since the onset of the COVID-19 pandemic, which rolled out in the U.S. on Oct. 12.