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U.S. Prioritizes Authentic Experiences in 2024 Summer Travel, GGA Reports
Generali Global Assistance (GGA) has unveiled the results from U.S. participants in the 2024 Holiday Barometer, an annual survey sponsored by its parent company, Europ Assistance, and conducted by Ipsos, a consumer research firm. The survey, carried out between March 27 and April 22, 2024, included respondents from 21 countries.
The findings, based on 1,000 residents from each country, indicate that summer travel is nearing pre-pandemic levels. Among the U.S. travelers surveyed, 57% plan to travel this summer. Notably, these travelers are delaying their bookings to keep their options open, with only 39% having already booked their trips.
Chris Carnicelli, CEO of Generali Global Assistance, commented on the findings, “Every year this survey gives us a window into the minds of Americans as they make their summer travel decisions. The rise of ‘slow travel’ is an interesting trend as people are wanting more authentic experiences over the traditional tourism hot spots. There are plenty of places throughout the United States where Americans can take full advantage of a slower pace of travel. While those surveyed said they preferred to travel within the US, it’s important to remember that Americans can experience almost any type of vacation they desire from sunbathing on pristine beaches to taking a challenging climb up a mountain or cooking classes in a major metropolis – all without needing their passport.”
Upcoming Travel Plans
57% of U.S. respondents intend to travel between June and September, aligning with the North American summer vacation season.
Travel budgets among Americans are increasing, with an average planned expenditure of $4,199, the second highest globally, trailing only the Swiss.
Nearly 70% of Americans planning summer trips reported making their arrangements at least two months in advance.
A majority of Americans prefer domestic travel, with 56% favoring vacations within the United States and only 21% preferring international destinations.
Beach vacations remain popular among U.S. travelers (49%), although city trips (43%) and tour-style trips (30%) are also significant, with tour-style trips seeing an 11% year-over-year increase.
Travel Trends
This year’s survey delved into the types of travel Americans prefer. The top trends are “Slow Travel” and visiting less traditionally touristy destinations. These trends are observed across all surveyed regions. “Slow Travel” emphasizes exploring local history and culture while supporting environmental sustainability.
Travel Concerns
Inflation is the primary concern for travelers globally, with 87% of U.S. travelers citing it as a top worry. Additionally, COVID-19 and global conflicts are significant concerns for 60% of American travelers, influencing their travel decisions. Moreover, 42% of Americans surveyed plan to purchase travel protection for their summer vacations.
Survey Methodology
The 2024 Holiday Barometer, conducted by Europ Assistance and Ipsos, surveyed 1,000 consumers aged 18 and older in 21 countries, including the United States, Canada, the United Kingdom, Italy, France, Spain, Switzerland, Germany, Austria, Portugal, Belgium, Poland, the Czech Republic, Malaysia, Hong Kong, India, Singapore, Japan, Saudi Arabia, the United Arab Emirates, and Australia. The online survey, conducted between March 27 and April 22, explored holiday plans and travel preferences.
The findings, based on 1,000 residents from each country, indicate that summer travel is nearing pre-pandemic levels. Among the U.S. travelers surveyed, 57% plan to travel this summer. Notably, these travelers are delaying their bookings to keep their options open, with only 39% having already booked their trips.
Chris Carnicelli, CEO of Generali Global Assistance, commented on the findings, “Every year this survey gives us a window into the minds of Americans as they make their summer travel decisions. The rise of ‘slow travel’ is an interesting trend as people are wanting more authentic experiences over the traditional tourism hot spots. There are plenty of places throughout the United States where Americans can take full advantage of a slower pace of travel. While those surveyed said they preferred to travel within the US, it’s important to remember that Americans can experience almost any type of vacation they desire from sunbathing on pristine beaches to taking a challenging climb up a mountain or cooking classes in a major metropolis – all without needing their passport.”
Upcoming Travel Plans
57% of U.S. respondents intend to travel between June and September, aligning with the North American summer vacation season.
Travel budgets among Americans are increasing, with an average planned expenditure of $4,199, the second highest globally, trailing only the Swiss.
Nearly 70% of Americans planning summer trips reported making their arrangements at least two months in advance.
A majority of Americans prefer domestic travel, with 56% favoring vacations within the United States and only 21% preferring international destinations.
Beach vacations remain popular among U.S. travelers (49%), although city trips (43%) and tour-style trips (30%) are also significant, with tour-style trips seeing an 11% year-over-year increase.
Travel Trends
This year’s survey delved into the types of travel Americans prefer. The top trends are “Slow Travel” and visiting less traditionally touristy destinations. These trends are observed across all surveyed regions. “Slow Travel” emphasizes exploring local history and culture while supporting environmental sustainability.
Travel Concerns
Inflation is the primary concern for travelers globally, with 87% of U.S. travelers citing it as a top worry. Additionally, COVID-19 and global conflicts are significant concerns for 60% of American travelers, influencing their travel decisions. Moreover, 42% of Americans surveyed plan to purchase travel protection for their summer vacations.
Survey Methodology
The 2024 Holiday Barometer, conducted by Europ Assistance and Ipsos, surveyed 1,000 consumers aged 18 and older in 21 countries, including the United States, Canada, the United Kingdom, Italy, France, Spain, Switzerland, Germany, Austria, Portugal, Belgium, Poland, the Czech Republic, Malaysia, Hong Kong, India, Singapore, Japan, Saudi Arabia, the United Arab Emirates, and Australia. The online survey, conducted between March 27 and April 22, explored holiday plans and travel preferences.
Source: travel and tour world
