American Travelers: Generational Trends, Economic Woes? A recent survey conducted by Washington State University has shed light on the travel ambitions of Americans, with Gen Z emerging as the generation with the highest travel aspirations. The survey also revealed that rising costs are a major concern for nearly all Americans when it comes to their travel plans, and a majority of respondents expressed fears about the impact of artificial intelligence (AI) on jobs in the industry.
The study, carried out by Washington State University’s Carson College of Business in collaboration with KRC Research, aimed to provide insights into Americans’ upcoming travel plans, including their motivations, budgeting habits, and considerations surrounding sustainability and AI. The report surveyed 1,020 American adults aged 18 years or older.
American Travelers
One of the key findings of the survey was that almost all members of Gen Z (97%) anticipate that rising costs will have a significant influence on various aspects of their travel plans. Specifically, 86% of Gen Z respondents believe that rising costs will impact their choice of accommodation, while 83% said it will affect their choice of travel destination. Additionally, 80% expressed concerns about the impact of rising costs on the length of their trips, and 77% believe it will affect the activities they book or plan.
Debbie Compeau, the interim dean of Carson College, highlighted the significance of the report in equipping industry professionals with the necessary knowledge to make informed decisions. “The WSU School of Hospitality Business Management is well-known for its leadership in hospitality, travel, and tourism research,” she said. “This report provides a fresh understanding of current traveler trends, equipping industry professionals with the knowledge they need to make informed, actionable decisions.”
2024 Travel Trends: Key Insights from American Travelers
The survey also examined Americans’ travel plans and motivations. It found that more than three-quarters (76%) of Americans intend to travel within the next 12 months. Of those planning to travel, 95% will do so domestically, while 37% have plans for international travel. Among these likely travelers, 78% are planning vacations, 68% will visit family or friends, and 23% will travel for work or business purposes.
When it comes to travel planning and budgeting, the survey revealed that almost all Americans (93%) expect to spend time budgeting, searching for deals, and comparing costs for their upcoming trips. This indicates a high level of cost-consciousness among travelers.
In terms of travel considerations, the survey showed that sustainability is an important factor for 75% of Americans when deciding where to go, where to stay, where to dine, what to do, and how to get around during their trips. This growing focus on sustainable travel reflects a broader trend towards responsible tourism.
Sustainability and AI Shaping American Travel Plans
The impact of AI on the travel industry was another area explored in the survey. More than half (51%) of Americans surveyed claimed to have already used tools or services with AI to assist them with their travel plans. Furthermore, a majority of respondents believed that AI could be beneficial in various aspects of their trips. However, concerns were raised about the potential impact of AI on employment within the industry.
The survey also delved into the preferences of different generations. It revealed that a significant portion of Gen Z (38%) and Millennials (34%) expect to spend a substantial amount of time comparing costs of travel destinations and activities for their next trips. In comparison, only 25% of Gen X and 19% of Baby Boomers shared this sentiment. These findings highlight the varying priorities and behaviors of different age groups when it comes to travel planning.
Generational Differences in Travel Preferences and Budgeting
Overall, the 2024 American Travel Survey conducted by Washington State University provides valuable insights into the travel ambitions, economic concerns, and attitudes towards AI among Americans. As the travel industry continues to evolve, understanding these generational trends and preferences will be crucial for industry professionals in meeting the needs and expectations of travelers across different age groups.
For more information, a full report and additional data can be found here.
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