More U.S. Travelers Planning to Vacation This Year than Last Year

Nearly eight in 10 U.S. adults plans to take a vacation in the next month, up 6% year-over-year from last fall, according to the Fall Edition of MMGY’s “Portrait of American Travelers” report. Furthermore, the increase in travel intentions is evident across every generation and all household incomes.

“Despite economic uncertainties and global complexities, travel continues to be a major priority for Americans,” said Simon Moriarty, MMGY Travel Intelligence’s vice president of research and analytics. “Our survey highlights a marked rise in interest in culinary and cruise experiences, reflecting a trend toward more immersive and meaningful travel. As we head into the busy but lucrative holiday season, marketers should recognize that travelers are planning their trips with increased thoughtfulness and genuine intent.”

Interest in cruise continues to grow

Over half of active leisure travelers reported having an interest in taking an ocean cruise (58%) or river cruise (52%) over the next two years. Forty percent are interested in taking an expedition cruise. This represents a 6% increase in interest for ocean cruising, in particular.

Travel advisors might not be surprised to hear that ocean cruises are more appealing to Gen Zers, Millennials, and Gen Xers as compared to Boomers. River cruises, on the other hand, are more appealing to Boomers and Gen Xers. Expedition cruises are most appealing to Gen Xers and Millennials.

According to MMGY’s findings the most popular ocean cruise line brands are Royal Caribbean (55%), Carnival Cruise Line (39%), and Norwegian Cruise Line (36%). The most popular cruise destinations are the Caribbean (88%), the Mediterranean (78%), Europe (76%), and the Pacific Ocean (74%).

The most popular river cruises was somewhat surprising with Viking leading the way at 45%, followed by American Cruise Lines at 25%. Similarly, the most popular river cruise regions are the U.S. (77%), Europe (75%), and Canada (68%).

Travel preferences vary by generation

Among the most interesting findings in every edition of the “Portrait of American Travelers” study are the generational differences between Boomers, Gen Xers, Millennials, and Gen Zers (also called Zoomers).

Boomers, for instance, anticipate spending the most on leisure travel during the next 12 months, while Gen Xers expect to take the most trips (3.9 on average).

Gen Z’s interest in travel has risen for the first time after four quarters of consecutive decline, with 67% now planning to travel for leisure in the next 12 months.

Sixty-seven percent of Millennials prioritize culinary experiences on vacation. Gen Zers follow close behind at 64%. Only 58% of Gen Xers and 40% of Boomers prioritize culinary experiences. However, with that said, the older generations are more likely to look for authentic food eaten by locals, while younger generations are more interested in distinct restaurant experiences.

When selecting a destination, younger generations are more likely to be influenced by the music scene, diversity, and the environmental responsibility of a destination than their older counterparts.

Older generations are more likely to be influenced by beautiful scenery, safety, and the historical significance of a destination.

The younger generation also shows a greater willingness to use AI for travel planning.

Other findings

As a whole, more U.S. adults (38%) plan to travel for the upcoming winter holiday season (compared to 34% last year). Thanksgiving travel intentions have increased slightly (53% this year vs. 51% last year), as have travel intentions for Christmas, Hanukkah, and Kwanzaa (61% this year vs. 58% last year).

Interest in international travel remains strong, with eight in 10 travelers (82%) interested in traveling overseas within the next two years, up from last year (70%).

The top domestic destinations among survey respondents were Hawaii, Florida, Colorado, and California, with beach experiences and state/national park visits the top two activities of interest for all generations.

MMGY’s Portrait of American Travelers report is issued every quarter and looks at the preferences and behaviors of today’s U.S. travel consumer.