Get ready for a busy summer season! A new survey by the American Hotel & Lodging Association (AHLA) reveals a surge in travel plans, with a whopping 61 per cent of Americans planning overnight leisure trips in the next four months. This is excellent news for hoteliers and resort managers, especially considering the ongoing challenges of labor shortages and rising interest rates.
Leisure Travelers Lead the Charge:
- 31 per cent plan to take more hotel stays compared to last summer.
- 52 per cent are likely to travel for a family trip, with 36 per cent choosing hotels for their stay.
- 42 per cent see a romantic getaway in their future, with 56 per cent opting for hotels.
- Memorial Day marks the unofficial start of summer travel, with 31 per cent planning overnight trips and 35 per cent favoring hotels for their stay.
Business Travel Rebounds:
While leisure travel takes center stage, business travel is also seeing a positive trend:
- 35 per cent expect to take business trips, and 16 per cent plan to increase business travel compared to last year.
- Hotels remain the top choice for both business (60 per cent) and leisure (46 per cent) travelers.
Inflation: A Persistent Obstacle:
Despite the optimistic outlook, inflation casts a shadow. Over half of respondents (55 per cent) fear inflation will reduce their chances of staying in a hotel, and a similar percentage (51 per cent) say it will impact their overall travel plans. This concern extends to air travel (46 per cent), car rentals (44 per cent), and even overnight travel itself (51 per cent).
High-Speed Wi-Fi Still King:
The survey also illuminates guest priorities. It found that 32 per cent ranked high-speed Wi-Fi as the top technological amenity they consider, highlighting the importance of reliable connectivity in today’s digital age.
AHLA Champions the Industry:
While the travel industry faces headwinds, the AHLA remains a strong advocate. “This survey shows hotels are poised for a strong season,” says AHLA Interim President & CEO Kevin Carey. “However, AHLA will fight for our members at all levels of government to address inflation and other challenges.”
The AHLA will continue to lobby for policies that address labor shortages, high interest rates, and regulatory challenges to ensure a successful summer for hoteliers.
The Takeaway:
Despite inflationary concerns, Americans are eager to travel this summer. This presents a golden opportunity for hoteliers to attract guests by offering compelling value propositions and focusing on essential amenities like high-speed Wi-Fi. By staying informed of travel trends and guest preferences, hoteliers can successfully navigate the summer season and build a strong foundation for future growth.
Morning Consult Survey Methodology:
This poll was conducted between April 25 and April 28, 2024, among a sample of 2,202 adults. The interviews were conducted online, and the data were weighted to approximate a target sample of adults based on age, gender, race, educational attainment, region, gender by age, and race by educational attainment. Results from the full survey have a margin of error of plus or minus 2 percentage points.
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