AHLA Survey: Americans Embracing Travel, But Inflation Casts a Shadow
A recent survey commissioned by the American Hotel & Lodging Association (AHLA) and conducted by Morning Consult reveals a promising outlook for the travel industry. Despite lingering inflationary pressures, Americans are eager to travel, with hotels remaining a top choice for both leisure and business trips.
The poll surveyed 2,201 U.S. adults from Sept. 30-Oct. 2, 2024.
Key Findings:
- Strong Travel Demand: 52 per cent of Americans plan to take overnight leisure trips in the next four months, with hotels preferred by both leisure (45 per cent) and business travelers (59 per cent).
- Holiday Travel Plans: 32 per cent and 34 per cent of Americans are planning overnight trips for Thanksgiving and Christmas, respectively.
- Sustainability Matters: 66 per cent of travelers prioritize sustainability, and 57 per cent are more likely to choose hotels with sustainability certifications like Green Key Global.
- Business Travel Resurgence: 23 per cent of employed adults plan business trips in the coming months, with hotels as their primary lodging choice.
- Technology Preferences: High-speed Wi-Fi remains the top technological amenity for hotel guests, with 63 per cent ranking it as a top priority.
However, the survey also highlights the impact of inflation on travel behavior:
- 56 per cent of respondents believe inflation will reduce their likelihood of staying in a hotel.
- 50 per cent anticipate reduced overnight travel due to inflation.
- 44 per cent and 42 per cent expect inflation to impact air travel and car rentals, respectively.
- 37 per cent are likely to travel for a romantic getaway, 52 per cent of whom are likely to stay in a hotel.
- 32 per cent are likely to embark on a solo adventure during the holidays, 44 per cent of whom are likely to stay in a hotel.
- 23 per cent of employed adults said they plan to take a business trip over the next four months, most of whom expect to stay at a hotel (59 per cent).
AHLA Interim President & CEO Kevin Carey emphasized the importance of supportive policies to help the industry navigate inflationary pressures and reach its full potential. He highlighted the need for pro-growth tax policies, workforce development initiatives, and reduced regulatory burdens.
“The hospitality industry is poised for growth, but inflation remains a significant challenge. To fully realize the industry’s potential, we need to address issues like labor shortages and regulatory burdens.”
Understanding these trends is crucial for businesses to adapt and thrive as the hospitality industry continues to recover from the pandemic. By prioritizing guest experience, sustainability, and technology, hotels can attract and retain travelers while navigating the challenges posed by inflation.
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