The majority of both groups are making plans, but how they travel may differ
KANSAS CITY, MO (September 9, 2021) – MMGY Travel Intelligence, MMGY Global’s research and insights division, has released the findings from the 2021 “Fall Edition” of its Portrait of American Travelers® survey fielded in late July. The report highlights continuing strength in traveler sentiment, including high expectations for holiday travel. It also reveals the vast majority of vaccinated and unvaccinated travelers are planning trips in the months ahead, but the types of trips they are planning are different.
Americans’ intent to take a vacation over the next three months has increased, with 53% of U.S. adults planning to do so – up from 50% in April when the “Summer Edition” of the Portrait of American Travelers® survey was conducted. Though intent remains strong, quarter-over-quarter growth is slowing after a strong summer travel season, and the impact of the Delta variant on the travel industry continues to be assessed. Seventy-three percent of U.S. adults intend to take a vacation in the next six months, a figure essentially unchanged from April’s findings of 72%.
Differences Between Vaccinated and Unvaccinated Travelers
While more than half (54%) of all active leisure travelers have received a COVID-19 vaccine, it is surprising to note that vaccination status had little measurable impact on intentions to travel. In fact, 80% of active leisure travelers who are vaccinated plan to take a leisure trip during the next six months, compared to 81% of those who do not plan to get vaccinated.
However, the differences are more notable in how people are planning to travel. Significantly more vaccinated travelers are planning to stay in a hotel/resort, travel by personal car, visit friends and family, take a domestic flight and take an international trip over the next six months in comparison to those who do not plan to get vaccinated. Unvaccinated travelers were slightly more likely to plan travel for a conference or convention (10%) than those who are vaccinated (6%).
When asked about hypothetical vaccination requirements for both business and leisure travel, a majority of respondents indicated such requirements would impact the likelihood they would choose to travel. Compared to other generations, Millennials were the most likely to indicate they would attend a business meeting or convention, stay in a hotel or resort, or take a flight or cruise if proof of vaccination was required for all fellow travelers and employees or travel companies.
What Will Holiday Travel Look Like?
Eager to reunite with friends and family and renew favorite holiday traditions, 42% of U.S. adults indicated they plan to travel this year for Thanksgiving, Christmas, Hanukkah or Kwanzaa. Younger generations have even stronger intentions to travel, with 61% of Millennials and 52% of Gen Zs planning to pack their bags for at least one of these holidays. Of those planning holiday trips, 42% intend to visit the homes of friends and family, followed by 31% who plan to take a family leisure vacation (not to visit friends/family), and 28% plan to meet family or extended family members in a vacation destination. Distance does not appear to be a key factor in determining the holiday destination, with 42% of those who have holiday travel plans expecting to travel more than 500 miles away from home.
For more information about these insights or to purchase the Portrait of American Travelers® “Fall Edition” visit www.mmgyintel.com/products/traveler-profiles.
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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 “Fall Edition” report was obtained from interviews with 4,500 U.S. adults in July 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 third 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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