Three out of 4 U.S. adults surveyed indicate they plan to travel at least once in the next six months
Kansas City, MO (June 10, 2021) – MMGY Travel Intelligence, MMGY Global’s research and insights division, has released the findings from the 2021 ”Summer Edition” of its Portrait of American Travelers® survey, conducted in April. The report explains in detail how Americans’ interests in leisure travel have rapidly increased as vaccinations have become widely available and states peel back related COVID-19 restrictions. In fact, the MMGY Traveler Sentiment Index (TSI) rose to an all-time high of 129, an increase of 10 points compared to last quarter.
The intent to take a vacation over the next six months has increased significantly, with 72% of U.S. adults planning to do so – up from 62% recorded during the last Portrait of American Travelers® survey conducted in February 2021. This jump in travel intent was observed across all generations except for Gen Z, who had already shown a high level of intent in the last survey.
The biggest rise in intent to travel in the next six months is among Boomers, increasing from 54% to 70%. This is not surprising considering Boomers were among the first Americans to have access to vaccines and they have savings to pay for trips. Close to half (44%) of all active leisure travelers surveyed have already received a COVID-19 vaccine, with the highest vaccination rate among Boomers (74%), and Gen Xers following distantly at 37%.
With grandparents vaccinated, and parents and children over 12 now following suit, the survey shows more than 2 in 5 travelers intend to take a multigenerational vacation (i.e., a vacation that includes more than two generations of travelers during the next 12 months (43%).
Travel Deals Are Hard to Find
With the unprecedented slowdown in travel this past year, consumers have been expecting to find aggressive promotional offers and discounts. However, the surge in leisure travel demand has led to strong weekend demand and a lack of available inventory. This has created a situation in certain markets that MMGY Travel Intelligence is calling “reverse compression,” where weekend leisure demand is forcing travelers to consider weekday travel as an alternative.
Where and How Will They Go?
Domestic road trips will continue to dominate the travel scene in 2021, with June and July being the favored months for travel. Fifty-seven percent of travelers indicated they took a road trip in the past 12 months, while 76% intend to take one in the next 12 months. The incidence of taking a road trip is highest among Millennials (79%) and Gen Xers (79%) and those with children (82%), with the vast majority (84%) of road trippers indicating they will drive their own vehicle.
The reasons for taking road trips vary across generations. Gen Zs and Millennials are motivated by the lower vacation costs, while Gen Xers like the ability to be spontaneous. Boomers appreciate the flexibility to pack everything needed in their cars.
While many domestic travel destinations are opening back up, the likelihood and interest in traveling internationally is down despite an increase in perceived safety. This may be related to the uncertainties of traveling internationally right now. However, as international destinations begin to open to foreign tourists and restrictions are lessened, there is an expectation that international travel intentions will start to see a resurgence in the coming months.
For more information about these insights or to purchase the Portrait of American Travelers® “Summer Edition” visit www.mmgyintel.com/products/traveler-profiles.
About the 2021 Portrait of American Travelers®
MMGY Global’s Portrait of American Travelers® study provides an in-depth examination of the impact on the current economic environment, prevailing social values, and emerging travel habits, preferences and intentions of Americans. Now in its 31st 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 4,500 U.S. adults in April 2021. The four generations of adults surveyed are Gen Zs (18–23), Millennials (24–39), Gen Xers (40–55), Boomers (56–74) and Silent/GIs (75+). This is the second of four quarterly reports to be released this year.
About MMGY Travel Intelligence
MMGY Travel Intelligence is MMGY Global’s industry research and insights division, offering proprietary data and research including MMGY Global’s Portrait of American Travelers® as well as DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM, which is comprised of the largest continuous consumer travel database in the industry. The organization’s services are designed to power travel industry decision-makers through consumer insights, travel performance data, and audience modeling and segmentation. To learn more about the extensive collection of research, analytics and strategy services, visit mmgyintel.com or email us at research@mmgyglobal.com.
About MMGY Global
MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality and entertainment industries. With eight operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit www.mmgyglobal.com.
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