According to Deloitte’s 2024 Holiday Travel Survey, the holiday season is set to see significant travel activity across the United States, with nearly half of Americans planning to travel. The survey reveals that 49% of those surveyed intend to travel between Thanksgiving and mid-January, an increase from 48% in 2023. As travel remains a priority for Americans, spending for holiday trips is also expected to rise, with travelers anticipating higher budgets and more frequent journeys.
Increased Spending and More Frequent Travel
For the upcoming holiday season, American travelers are planning to take an average of 2.14 trips, up from 1.88 trips in 2023, marking the highest trip frequency since travel resumed after the pandemic. As for travel budgets, 28% of Americans plan to significantly increase their budgets for their longest holiday trip this year, compared to 18% last year. On average, travelers expect to spend $3,294 on their longest trip, a 4% increase from 2023. The surge in travel spending is reflective of growing enthusiasm for holiday trips as Americans prioritize experiences over other expenditures.
Travel Trends Across Generations and Income Groups
Younger and higher-income travelers are driving this increase in travel frequency and budget. Among higher-income Americans (those earning $100,000 and above), 66% plan to travel, up from 59% last year, and they will make up 52% of paid lodging travelers this holiday season. Millennials, in particular, plan to spend the most on travel, with an estimated $3,927 on average, and are set to take the highest number of trips at 2.6.
Boomers, in contrast, are less inclined to increase their travel frequency or budget. However, overall, all generations—except Boomers—are planning for more trips and larger budgets. This shift indicates a strong generational change in how Americans approach holiday travel.
A Growing Importance of Travel for Americans
Among those who are increasing their travel budgets, 40% say that travel has become more important to them, a trend that has doubled since 2023. This growing emphasis on travel is contributing to a rise in spending, with more Americans willing to invest in long-awaited trips to see family and friends.
Travel Intent and Its Economic Impact
Despite the rise in travel budgets, 39% of Americans still cite affordability as a barrier to travel, with many saying they cannot afford the costs associated with holiday trips. However, the overall financial outlook is improving for many, with 46% reporting that they are doing better financially than in 2023. This improvement is likely fueling the increased willingness to spend on holiday travel and experiences.
“Holiday travel continues to surge as Americans make travel a priority, whether it’s for reconnecting with family, taking extended vacations, or enjoying new experiences,” said Kate Ferrara, vice chair and U.S. transportation, hospitality and services sector leader at Deloitte. “This growth presents a unique opportunity for travel providers to capture the attention of consumers looking to maximize their seasonal travel experiences.”
Personalized Travel and Upgraded Experiences
Personalization continues to shape travel decisions, with many travelers seeking upgraded experiences to enhance their holiday journeys. Nearly 1 in 5 travelers plan to fly during Thanksgiving or Christmas, while 30% plan to stay in paid lodging options, such as hotels or private rentals. Those increasing their budgets are splurging on longer trips (49%), better lodging locations (44%), and upgraded airfare (29%).
Additionally, 52% of holiday travelers plan to take a domestic flight this season, while 24% are opting for international travel. Road trips are also a popular option, with 65% of travelers planning to hit the road this holiday season.
The Rise of Social Media and Technology in Travel Planning
Social media platforms are becoming increasingly important for holiday trip planning. 39% of travelers are using social media apps to help plan their journeys, a significant rise from 27% in 2023. Travelers are also turning to short social videos and generative AI tools for inspiration, with 27% using video content and 16% utilizing AI tools—both significant increases from last year.
The Return of “Laptop Lugging”
As more Americans embrace the flexibility of remote work, 49% of employed travelers plan to work, at least partially, on their longest leisure trip of the season, a significant jump from 34% last year. This trend, known as “laptop lugging,” is driven by younger and higher-income travelers, with 58% of Gen Z travelers and 54% of millennials intending to work while traveling.
Remote work allows travelers to extend their trips, with those who plan to work remotely taking an average of 2.7 trips this season, compared to 2 trips for those planning to disconnect entirely. Additionally, laptop lugging travelers are more likely to travel internationally, with 30% planning trips abroad, compared to 18% of those who plan to disconnect.
Conclusion: A Positive Outlook for the Travel Industry
As Deloitte’s survey reveals, holiday travel in 2024 is on track for substantial growth, with more Americans traveling more frequently and spending more on their journeys. Travel providers have a unique opportunity to capitalize on these trends, particularly by offering personalized and upgraded experiences that meet the evolving needs of today’s travelers.
With rising budgets, higher travel frequency, and the rise of “laptop lugging,” the holiday season is shaping up to be an exciting and lucrative time for the travel industry.
The post Deloitte’s 2024 Holiday Travel Survey: 49% of Americans Plan to Travel, Spending an Average of $3,294 on Longer and More Frequent Trips, Boosting U.S. and Canada Tourism : Here Is The Latest News appeared first on Travel And Tour World.
