Majority of Americans Plan to Travel this Summer, Survey Says

More than three-quarters of Americans (77%) plan to take a trip this summer, according to the results of a Harris Poll survey, which was conducted on behalf of the U.S. Travel Association and by the Let’s Go There coalition.

“We have a long way to go, but we are enthusiastic with domestic travel and the summer season ahead of us,” said Roger Dow, president, and CEO of U.S. Travel Association, during a virtual media briefing on Thursday.

Two-thirds of Americans have a summer trip either already planned out (36%) or booked (30%). Of those Americans, more than half (53%) will be traveling for the very first time since the start of the pandemic.

When thinking about traveling out of town right now, 55% of Americans responded they are either ready to go (26%) or optimistic (29%).

These developments—coupled with polling indicating a coming surge in domestic leisure travel demand—are prompting a shift in near-term messaging from the travel industry.

The Let’s Go There coalition launched in September, backed by 75 U.S. major travel businesses and supporting organizations with the mission of keeping travel on the minds of Americans during the pandemic.

The tagline for the next phase of the Let’s Go There campaign from May 17 through June 1 is “Ready? So are we,” with unified messaging that encourages Americans to plan visits to their sites and destinations this summer. Social media content is organized using the hashtag #LetsGoThere.

“We were tasked with producing the right message for Americans,” said Julius Robinson, Chief Sales and Marketing Officer, U.S. and Canada, Marriott International, and co-chair of the Let’s Go There Coalition. “Now, we can say it’s time to stop dreaming and start exploring this great country of ours.”

Robinson said Marriott has seen significant leisure travel demand, adding “we expect this to continue throughout the rest of the summer and into the early fall.”

“The need to focus on health and safety does not stop but vaccinations is a game-changer,” Dow said. The CDC has come out with guidance that travel is low risk for those who are vaccinated—which now represents one-third of Americans.

However, Dow cautioned that while vaccination is important, and is supported by the U.S. Travel Association, it shouldn’t be the only criteria to travel as it’s likely 30-40% of people will not receive the vaccine. “We want a layered approach” that includes the option of taking a PCR test.

“We can’t afford to have backsliding in positive progress, so we’re encouraging folks to get vaccinated as soon as possible and for federal testing of arriving passengers,” said Tori Emerson Barnes, executive vice president of Public Affairs and Policy for U.S. Travel Association. “The Industry is invested in sustaining this progress.”

Future priorities
“All our research shows tremendous pent-up demand for international travel,” Dow said. “We want us to be leader. The demand is there; once it opens I think you’ll see it move very quickly.”

Dow said there have been positive meetings with the Biden administration’s COVID task force on opening a U.S.-UK corridor, with hopes it could be announced in July.

That would be just one step towards reopening international travel, along with business and professional meetings and events.

“We are calling on Biden to reopen international travel, first with the UK corridor, which is far along with vaccines, and then elsewhere in Europe, Canada, and Mexico. Talking about comeback in domestic leisure, there’s no way we’re going to bring back lost jobs if we don’t bring back business travel and professional meetings and events.”

Dow added that the MICE segment is “a very controlled environment” in terms of registration, set-up, distancing, and so on.

“We need continuity from the U.S. and worldwide for international and business travel with clear direction and a standardized approach,” said Dow.